The recent focus on Social Media has caused many marketers and business owners to take their attention from their website. With limited time and resources, their websites have fallen into neglect as they chase after new business on Twitter. Some even go as far as claiming that, because they have a Facebook page, they don't even need a website. This deck not only demonstrates why that is a huge mistake, but also how working strategically and effectively, your website can remain the bullseye of your marketing efforts and work in concert with your Social Media efforts to create a marketing tandem that is greater than each individually tool if used separately.

1. Why Your Website is
Still Necessary in a
Social Media World
Chris Remington
VP Client Strategy & Business Development
Social Media University Milwaukee
June 11, 2014

2. Your Website…
• Center of your Digital Strategy
• Home Base

3. Are you legit?

4. Are you there?
• 55% of small
businesses don’t have
a website, a 2013
survey of more than
3,800 small
businesses conducted
by Google and Ipsos
shows
http://business.financialpost.com/2014/06/10/getting-online-may-be-easy-and-cheap-but-
many-small-businesses-still-skip-the-website/

5. Your Website…
• Should be the fixed point for your POEM
initiatives:
• P – Paid
• O – Owned
• E – Earned
• M - Marketing

6. POEM – According to Forrester Research:

7. http://www.internetretailer.com/2014/01/06/how-pinterest-tops-facebook-e-commerce
• Roughly a quarter of U.S. social network users have made a
purchase on a retail web site after clicking from a social
network in the past year, according to a new report
from Javelin Strategy & Research, a financial services research
and consulting firm.
The Reality…
• Shoppers clicking from Pinterest are particularly lucrative,
Javelin finds. Pinterest users’ average order value is $123.50,
which is about 126% more than Facebook users’ $54.64
average order value.
So What Does This Mean?

8. Social Media is where the Engagement Happens…

9. Your Website is Where the Commitment Happens…

10. Commitment – Call to Action

11. • 42% of online shoppers “occasionally” follow a store via social media;
• Of the 42% who do in fact follow a retailer:
• 58% do so to find deals
• 49% to stay up to date
• 39% are in it for the contests & events
• Overall, nearly 60% of Facebook users have clicked on a link which took them to a
retailer’s website compared to…
• Nearly 70% of Twitter users who have done so
Source: http://socialmediatoday.com/steve-olenski/304318/facebook-and-twitter-will-soon-
replace-all-websites
35% of Facebook users and 32% Twitter users said they would forgo a company
website and make a purchase via these social media channels instead
So What Does This Mean?
According to the National Retail Federation…

12. Facebook, Twitter and the others are not (yet)
viable eCommerce sites; until they are
(and likely for a long while after)
your site is where the commitment happens…

13. https://recode.net/2014/01/31/is-this-what-twitter-commerce-will-look-
like/#jp-carousel-11585

14. Who Sets & Enforces the Rules?
On Social Media,
the Site Owner does…
• Character limits
• Design/Programming handcuffs
• Content & Brand restrictions
• A piece of the action

15. Who Sets & Enforces the Rules?
On your website, you do…

16. Control – Who is driving the bus?
• On your website,
you control:
• Content
• Brand
• Data

17. http://www.milwaukeepolicenews.com/#menu=home-page

19. Content

20. Brand
Your Brand is not your
logo…it’s the promise of an
experience

21. Data
• On your website,
you control:
• Formats
• Updates
• Drivers
• Integration

22. • In 2013, Google officially surpassed $50 billion in total
advertising revenue. This comprised 85% of their total revenues
for 2013.
• Total paid clicks on Google and Google Display Network sites
were up 31% over the year prior and 13% over the third quarter
of 2013.
• The most expensive keywords in Google AdWords continue to
be insurance and lawyer related with keywords like
“mesothelioma lawyers” now costing advertisers well over
$200/click.
Source: http://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/
Google AdWords Facts & Figures:
So What Does This Mean??

23. Google NEEDS You to Have Your Own Website

24. Metrics & Tracking:
You Can’t Manage What you Can’t Measure
• On your website,
you get:
• Robust Reporting
• KPIs

25. Develop a solid Hub & Spoke Strategy
Website
Strategy
Social

26. http://www.sba.gov/community/blogs/3-signs-social-media-might-not-be-right-fit-your-
small-business
“Do you have a website to act as a hub of information and back up your
social media presence? Social media should never be considered the be all
and end all of your online presence.
If a user can’t find out more about who you are or what you sell online,
then don’t get social.”
The U.S. Small Business Administration says:

27. http://www.sba.gov/community/blogs/3-signs-social-media-might-not-be-right-fit-your-
small-business
“In addition, your website functions as a repository of other content that
supports your social media strategy – blogs, white papers, and ebooks
should all be housed on your website and then amplified and shared on
social media networks. Your website is also home to lead capture devices
that you promote on social media such as your newsletter sign-up page,
customer surveys, event registration pages and so on.
Bottom line: a website lends your business and your social media presence
credibility. Build that first before you get social.”
The U.S. Small Business Administration says:

29. Thank You, and Good Luck!
Chris Remington
@eMilwaukee on Twitter
Trivera Interactive
http://www.trivera.com
262-250-9400
chris@trivera.com