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NAIFA Dayton - February 15, 2011
- 2. Interruption vs. Engagement
Outbound Inbound
▪ Telemarketers ▪ Social media
▪ Television ▪ Videos
commercials ▪ Blogs
▪ Radio commercials ▪ Podcasts
▪ Direct mail ▪ E-mail marketing
▪ Billboards ▪ Search engine
optimization
▪ Pop-up ads
▪ Pay-per-click ads
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 3. Why People Use Social Media
▪ Meet new people, build relationships
• Communicate and engage with people
• Network and make connections
• Discuss passions, hobbies, etc.
• Learn, research, and teach
• Share and discover
• Keep up with friends and family
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 4. Why Businesses Should Use Social Media
▪ Market and advertise your brand
– Outbound marketing cost per lead: $332
– Inbound marketing cost per lead: $134 (60% lower)
▪ Encourage referrals and word of mouth
▪ Share information with you customers
▪ Give your company a face and a voice
▪ Make your business more accessible
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 5. Why Businesses Should Use Social Media
▪ Improve customer loyalty
▪ Provide customer service/tech support
▪ Network
▪ Monitor your reputation
▪ Recruitment
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 6. So, What Social Media Networks
Should I be on?
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 7. It all depends…
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 8. NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 9. Facebook Statistics
▪ More than 500 million active users
▪ 30 billion+ pieces of content are shared monthly
13-17 n/a
9% 2%
55+
11%
Male
35-54 18-24 43%
27% 31%
Female
55%
25-34
22%
Facebook users by age Facebook users by gender
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 10. Facebook Statistics
▪ Facebook users “like” a brand because
– 25% want to receive discounts and promotions
– 21% are customers of the company
– 18% want to show others that they like the brand
▪ Facebook users’ interaction with companies
– 41% think Facebook is a good way to get information
about companies and products
– 30% feel like connecting with a company on
Facebook makes them feel like a valued customer
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 11. NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 12. Twitter Statistics
▪ 106 million users
▪ 65 million tweets are generated each day
13-17
4%
55+
9% 18-25
45-54 13%
17% Male
48% Female
26-34 52%
35-44 30%
27%
Twitter users by age Twitter users by gender
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 13. Twitter Statistics
▪ Twitter users’ interaction with companies
– 53% recommend a company or product
– 52% talk about a company or product
– 25% follow a brand
– 67% of brand followers will purchase that
specific brand
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 14. NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 15. LinkedIn Statistics
▪70 million users
54+
7% 18-24
35-54 Female
26%
16% 39%
Male
25-34 61%
51%
LinkedIn users by age LinkedIn users gender
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 16. NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 17. Y T
ou ube Statistics
▪2 billion videos are watched each day
▪24 hours of video is uploaded every
minute
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 19. Blog Statistics
Percentage of businesses who have acquired a
customer from their blog, proportionate to the
frequency of their posts
100%
90%
69%
58%
38%
13%
Multiple Daily 2-3 times a Weekly Monthly Less than
times a day week monthly
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 20. Blog Statistics
Percentage of companies using specific social media
channels who have acquired a customer form that
channel
46%
44%
41% 41%
Twitter LinkedIn Facebook Blog
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 21. What’s Up for 2011?
▪ Major shift to mobile and tablets
▪ Location-based social media (FourSquare,
Facebook Places)
▪ Group buying (Groupon, Living Social)
▪ Monetization of social networks
▪ Social media inf luenced search
▪ QR codes
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 22. What Kind of Content Should I Share?
▪ Resources
– Blog posts (yours and others’)
– News articles
– Advice and tips
– How-to’s
▪ Company news
▪ Events (pre and post)
▪ Promotions and sales
▪ Testimonials and case studies
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 23. It All Works Together
E-mail
Website Blog
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 24. Social Media Do’s & Don’ts
Do Don’t
▪ Engage ▪ Talk about yourself
▪ Communicate (or your brand) too
▪ Listen much
▪ Be consistent ▪ Only advertise
▪ Monitor yourself and ▪ Provide no content
your company ▪ Be on again, off again
▪ Provide valuable ▪ Be annoying
content
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 25. Social Media Myths & Excuses
▪ It’s too complicated
▪ It takes too long to learn
▪ I don’t have time
▪ I’m too old
▪ No one I know is online
▪ It won’t help my business
▪ But it’s social media
▪ It’s only for large brands
▪ It should replace my traditional marketing
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 26. Social Media Pit Falls
▪ Time consumption
▪ Can be difficult to calculate ROI
▪ Giving employees social media access during
working hours
▪ Using social media responsibly
▪ Liability
▪ Compliance
▪ It’s all public
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 27. Before Y Start…
ou
1. Relax
2. Develop a social media policy
3. Define your social media goals
4. Integrate it with your overall marketing plan
5. Make it a complete, committed effort
6. Personalize your social media brand
7. Listen, think, and engage in conversations
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 28. Liability and Compliance
▪ Be careful when recommending specific products
or courses of action
▪ Always encourage readers to discuss this matter
with their advisor or agent (a great opportunity to
encourage them to contact you!)
▪ Always post using disclaimers
▪ Run everything past your internal compliance
department (if you have one)
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 29. Policies & Guidelines
▪ Create a written social media policy and
have employees sign it
▪ Encourage other members of your staff to
post, so long as it is in line with the policy
▪ Establish appropriate topics to discuss, time
allotments on social media sites, liability and
compliance standards, etc.
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 31. Gong Gong Communications
We provide holistic marketing and creative
services to small businesses on a monthly and per-
project basis
We offer a full range of services including graphic
& web design, copywriting, marketing planning,
and social media engagement.
www.gonggongcommunications.com
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.
- 32. Real-Life Examples
▪ Socialnomics http://www.youtube.com/watch?v=sIFYPQjYhv8
▪ Ameriprise http://www.youtube.com/user/Ameriprise
▪ Life Foundation http://www.youtube.com/user/LIFEfoundation
▪ NAIFA National http://www.facebook.com/NAIFANational
▪ NAIFA Dayton http://www.facebook.com/pages/NAIFA-Dayton/108769165815549
▪ Nationwide Insurance http://www.facebook.com/NAIFANational#!/nationwide
▪ http://www.facebook.com/pages/Nationwide-Insurance/164485213582162
▪ Amanda Sage http://www.linkedin.com/in/amandalsage
▪ NAIFA National group http://www.linkedin.com/groups?gid=3144063
▪ Ameriprise Financial http://www.linkedin.com/company/ameriprise-financial?goback=.cps_1297662807641_1&trk=co_search_results
▪ NAIFA National http://twitter.com/naifa
▪ Charles Schwab http://twitter.com/#!/CharlesSchwab
▪ State Farm Agent http://twitter.com/#!/SFAgentChris
▪ Russell Bailyn http://russellbailyn.com/weblog/index.html
▪ Keener Financial Planning http://keenerfinancial.com/blog
▪ Professional Insurance Blog http://www.insurancetrue.com/
▪ Paradiso Insurance http://www.paradisoinsuranceblog.com/
NAIFA Dayton – February 15, 2011
© 2011 Gong Gong Communications. All rights reserved.