Setting the stage for a panel on Social Media

1. Social Media
TiE Houston Social Media Workshop
March 21, 2012

2. Agenda
• Setting the stage
• Usage of Social Media in Business
• Mobile <-> Social

3. Only Facebook and Twitter? Think again
800 MM+ monthly active users 15MM+ users
800MM+ monthly users visit site 15MM+ users
SETTING THE STAGE
232MM+ monthly active users 6MM+ users
230MM+ users 2MM+ users
135MM+ users 2MM+ users
115MM+ subscribers 2MM+ users
62MM+ users 1.5MM+ users
51MM+ users 500K+ users
20MM+ blogs 100K+ users
Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+
SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn, Esteban Contreras

4. Facebook is #1 – by most measures
SETTING THE STAGE
Source: Citi Investment, Research and Analysis (September 2011)
Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011
Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google

5. Social network is a worldwide and industry wide
phenomenon
SETTING THE STAGE

6. Brand building benefits the most from social media
SETTING THE STAGE
Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results, Esteban Contreras

7. Businesses think they know their social customers, but
do they?
USAGE OF SOCIAL MEDIA IN BUSINESS
77% of companies thought they knew their social customers well, but 53%
hadn’t even asked!
Source: Survey by Pivot 2012.pivotcon.com

8. Businesses are challenged by how to use Social
Media Effectively
USAGE OF SOCIAL MEDIA IN BUSINESS
HOW DO YOU
WHO OWNS IT? HOW DO YOU DO IT?
MEASURE IT?
• Full time? • What tools?
• The Holy Grail!
• Part Time? • Marketing Platform?
• Extremely nascent
• Marketing? • Email marketing fit?
• Social Analytics an
• PR? • Extremely complex
emerging field
• Advertising?
• Customer Service?

9. Who owns Social Media? Everyone? No one?
USAGE OF SOCIAL MEDIA IN BUSINESS
• There must be an assigned owner
• Might be different for Facebook and Twitter
– For example, Twitter might be owned by PR since
it is largely a conversation, but Facebook might be
owned by Marketing since it could be more
strategic
• The best practice seems to be to assign
owners, but ensure that all other teams are
involved

10. How do you do it?
USAGE OF SOCIAL MEDIA IN BUSINESS
Analytics
E-mail Media
ExactTarget
Constant Contact
Marketo
Eloqua
Social Platforms
Listening CMS
Radian 6 (Salesforce) Web Content Manager
BazaarVoice WebSphere Portal
Lithium
CRM E-Commerce

11. How do you measure it?
USAGE OF SOCIAL MEDIA IN BUSINESS
Example: What is the value of a FB “Like”
• $9.56: (money saved in triggering a fan into a purchase or
other action assuming a constant acquisition cost of $1-per-
click, compared to the cost for a non-fan; calculated by
SocialCode).
• Area of intense discussion
• 2 cents: (offer for 500 new fans for $10.51; eBay).
• No resolution: see Table on value
• 57 cents: (offer for 1000 new fans for $57 by this fan-
creating agency). of a “Like”
• $1.07: (the cost of advertising on Facebook that • As of 3/20, Google launches a
encourages a user to become a “fan”; Webtrends).
Social Reports section under
• $3.60: (as a media buy to reach 1 million fans; Vitrue).
Google Analytics
• $71.84: (extra amount fans spend vs. non-fans; Syncapse)
• $136.38: (average annualized value of total fan
purchases; Syncapse).
• 20 extra visits to your web site: (vs. one visit from a non-
fan; Hitwise).
Source: How Much is a FacebookFan Worth? $10. Or Possibly 2 cents. Business Insider
Source: Why Brands Still Need Facebook “Fans”, AdAge Digital, Esteban Contreras

12. Social Media on Mobile Devices are
becoming the norm
MOBILE <> SOCIAL
Source: eMarketer

13. Users are more than just “consumers” of social
media on their mobile devices
MOBILE <> SOCIAL
70% of users posted a status update on their mobile device and 28% clocked on an ad

14. Users are more than just “consumers” of social
media on their mobile devices
MOBILE <> SOCIAL
70% of users posted a status update on their mobile device and 28% clocked on an ad

15. Conclusion
• Social Media usage is growing rapidly, but its
usage by business is still in the nascent stage
• Businesses must assign an owner to social
media to do it right
• A social media strategy must work with a
companies mobile strategy