It's 2010. is your business social. milena regos

It’s 2010. Is your
Business Social? 1

Thursday, October 7, 2010

Milena Regos. Blog: OutandAboutMarketing.com
Twitter @milenaregos. LinkedIn: regos.
Presentation slides available on: outandaboutmarketing.com

Why do you want to listen to me? I’m a marketer. I’ve been involved with advertising and
marketing since 1990 but in reality since I was a kid. I’ve been marketing online since 1996. I
was one of the ﬁrst people to purchase a banner on Yahoo. I’ve worked with some big
(Johnnie Walker, Marlboro, Nestle, Pepsi, Vail) and small clients. I have been presented with
multiple marketing awards: AMA, ADDY, MarCom Gold Award. I have been on social
networks since 1997. I love connecting with smart people online and ofﬂine. The doors to
this room are locked!!!

•WHAT DO YOU THINK SOCIAL MEDIA IS?

•HOW DO YOU USE IT?

•WHAT WORKS FOR YOU?

•WHAT DOES SUCCESS LOOK LIKE?

•WHAT IS YOUR BIGGEST CHALLENGE?


TODAY people share what they had for
BREAKFAST!


and this is supposed to make
companies realize there’s a HUGE
OPPORTUNITY?


1 in 4 Americans have posted
comments or reviews online about
products or services they buy

Source: Pew Internet & American Life Project Oct 2010


exists because of lack of TRUST


trust is at
an all time
low

9


38% trust business to do what is right

18% trust advertising

20% believe what they hear from the
news

42% believe in ghosts

76% believe in miracles

Source: AdWeek Dec 09, Edelman 2009, Poll Harris Interactive 2009


92% trust
recommendations
from people they
know

Source: AdWeek Dec 09


Why people are on social
networks?
Keep in touch with friends 75%

For fun 55%
Keep in touch with family 41%

Invited by someone they know 30%

Keep in touch with classmates 30%

Keep in touch with business network 5%

Job searching 4%

Business dev’t/Sales 3%

Searching for new hires 1%

Other 4%

Source: eMarketer July 09


89% expect to
be able to
interact with
brands
Source: WebProNews Oct 09 14


We no longer count
eyeballs. We look at
engagement.

15


> 500 mil active users
50% of active users log on to Facebook in
any given day
57% are women
70% are outside of the US
Average user has:
130 friends
spends >55 min/day
likes 9 pieces of
content each month
writes 25 comments each month
Fans 4 Pages each month
is invited to 3 events per month
is a member of 13 groups
There are more than 100 million active users currently
accessing Facebook through their mobile devices.


Facebook vs Google

19


190m + estimated ‘users’
65 mil tweets/day
only 21% are active
57% women
men have 15% more followers
66% under 25 yrs old
85% tweet <1x per day
1.1% tweet >10x per day
94% of Twitter users have <100 followers
0.68% of Twitter users have >1000
followers

Source: eMarketer Aug09, Harvard Study June 09, Brian Solis Oct 09, Tara Hunt “Yes, I do mind the Gap”, TechCrunch June 10


SOCIAL IS THE NUMBER 1 ACTIVITY ON THE
NET
more popular than email, porn and search


When Lufthansa lost my bag I tried to
contact them by telephone, email,
online form. #FAIL


So I wrote about it on my
blog, tweeted,
Facebooked


And received a response
within 24 hours!


facebook: >500mil. users
twitter: >120 mil. users
foursquare: >1 mil. users

Source: Tara Hunt

What do you think is going to
be the next big thing?

27


Credit: www.dirjournal.com


66% of communication professionals have
done nothing with the feedback gleaned from
social networks

Source: MarketingSavant.com


49% of organizations still don’t have a
speciﬁc approach to social media

Source: MarketingSavant.com

As simple as this

Listen Plan Engage Measure


Start with listening


L
I
S
T
E
N

39


Best Practices for Monitoring the Conversation

look for
evangelists
and help
spread the
good word

Source: Marketech
41


Engage with
middle ground
consumers to
inﬂuence them
Source: Marketech
43


Look for “incidental
detractors” and engage with
them to ﬁx problems.

Source: Marketech
44


Seek out and
minimize
“determined
detractors” - the
people who just can’t
seem to be happy
Source: Marketech
46


Paid Listening Tools - ScoutLabs


With free
or paid
tools you
can listen
online


and hopefully avoid this

and catch a problem before it gets too big


Increase your Facebook
likes
Keep content fresh
Keep it interesting
Promote a contest via Facebook
(WildFire)

Give fans something they can’t get
anywhere else (Discounts)
Encourage interaction

How to get Facebook fans to like a page
to get access to exclusive content 25%

for fun or entertainment 29%

to get updates on upcoming sales 30%

to get updates on future products 33%

to stay informed about the activities of a company 34%

to get a “freebie” 36%

to show my support for the company to others 39%

to receive discounts and promotions 40%

Source: ExactTarget 2010 Survey


3,000 likes

55


Engage your fans. Reward.


Have fun


Contests generated good amount of traffic

58


• Google Analytics

• WebTrends

• HootSuite

• Sentiment

• Share of Voice

• Trends

• $$$


Jen Schimdt Photography

www.jenschimdtphotography.com
65


66


67


The ROI from
social media:
In 1 year
718 fans
$2/day
$16 to every $1
68


“I'm not only selling my work, but my
personality, and social media is the ideal
platform for it.”
Jen Schmidt 69


Milena Regos
OutandAboutMarketing.com
milenaregos@gmail.com
@milenaregos
slideshare.com/milenaregos
775-771-6863
All images photo credit Creative
Commons unless otherwise
indicated. Share/remix/reuse.


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