G/O Sales Summit: The Shift to Social

2016 Sales Leadership Summit Powered by G/O DIGITAL
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#GoSummit2016
The Shift
To Social

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#GoSummit2016

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#GoSummit2016
It All Starts With the Customer
Who is my
audience?
What
interests my
audience?
How & where
does my
audience
connect with my
business?
What
actions do I
want to
occur?
How can I
compel
actions?
How can I
invite my
audience to
actively
participate in my
business
stories?
How can I
engage,
without
interrupting?
“I want you to have pathological
empathy for your reader.
That means really knowing
your customer.”
Ann Handley

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Questions To Ask Yourself
• What is my client’s marketing objective?
• Who is their customer?

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Agenda
The Social Landscape
Understanding Your Client’s Marketing Objectives
How Businesses Succeed on Social
Determining the Best Solution

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The Social
Landscape

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Consumer Social Landscape
2016 Monthly Active Users On Each Network*
*Source: statista.com

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@godigitalmktg
Facebook
WHO
• 58 Million American Users 18-34
• 48 Million American Users 35-54
• 28 Million American Users Age 55+
WHAT
• 936 Million Active Daily Users
• 4 Billion Videos Viewed Each Day
• 39 Minutes Average Daily Time On Site
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Sources: Facebook, Statista,
2003 Facebook Launched
2008 Fan Pages Launched
TIMELINE
2010
Promoted Content
Launched

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#GoSummit2016
godigitalmarketing.com @godigitalmktg
WHO
• 56% Male vs. 44% Female
• Top 5 Industries
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Sources: LinkedIn
2003 LinkedIn Launched
2008 LinkedIn Advertising
Launched
TIMELINE
LinkedIn
WHAT
• 15 Million Profile Views Daily
• 1.45 Million Job Views
• 44,000 Job Applications
• 41% Traffic is Mobile
• 17 minutes Average Monthly Time On Site
• Information
Technology
• Health Care
• Construction
• Education Mgmt.
• Accounting

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Sources: Jeff Bullas, Pew Research, Twitter. Rocket Post, Statista
2006 Twitter Launched
2010 Twitter Advertising
Launched
WHO
• 23 Million American Users Age 18-34
• 15 Million American Users Age 35-54
• 7 Million American Users Age 55+
WHAT
• 500 Million Tweets Per Day
• 80% Active Users On Mobile
• 170 Minutes Average Monthly Use
Twitter
TIMELINE

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#GoSummit2016
godigitalmarketing.com
WHO
• 60% Users Age 18-34
• 16% Users Age 35-44
• 5% Users Age 55+
• 70% Users are outside of the U.S.
WHAT
• 80 Million Photos Per Day
• 3.5 Billion Photos Liked Per Day
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Sources: Instagram
2010 Instagram Launched
2013 Instagram Advertising
Launched
Instagram
TIMELINE

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#GoSummit2016
WHO
• 85% Users Are Female
• 67% Users are Under the Age of 40
WHAT
• 1 Billion Boards Created
• 50 Billion Items Pinned
• 98 Minutes Average Time On Site Per Month
• Most Pinned Categories
• Food & Drink
• DIY & Crafts
• Home Décor
• Holidays & Events
Sources: Ahalogy
2010 Pinterest Launched
2013 Promoted Pins
Launched
Pinterest
TIMELINE

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#GoSummit2016
Understanding Your Client’s
Marketing Objectives

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Without Goals,
YOUR CLIENT IS FLYING BLIND
Identify Goals Your Client Wants To Achieve
• More website traffic?
• More phone calls?
• More leads?
• More in-store sales?
• More customer loyalty?
• More direct dialogue with their customers?
Work towards your client’s marketing objectives by
understanding the consumer, what motivates them to take
action, where they interact and why they engage.

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How Social Can Help
Drive Actions Amplify Brand
Awareness
Handle Customer
Service
of all social media customers
complaints are on Facebook.
Twitter is 17%.*71
*Source: HugYourHaters.com

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How Businesses
Succeed On Social

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#GoSummit2016
MEET THE PEOPLE WHO’LL LOVE
YOUR CLIENT’S BUSINESS
Facebook for Business
• 50 million small business pages
• 1.48 – average number of daily posts by brands
• 41% of small businesses use Facebook
• 87% of posts to Facebook pages that go unanswered
Sources: Tech Crunch, Social Times, eMarketer, Locowise

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Facebook
Ideal client one:
1. Limited marketing budget
2. Not sure who their target
audience is
3. New to the social space
Ideal client two:
1. Decent marketing budget
2. Looking to expand their
reach further
Client resources:
Personal and original content
including links, videos and
images
Achievable goals:
• Sales
• Branding
• Customer Service

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#GoSummit2016
Rainbeau Curves:
Facebook Ads Drive Action
Results
• Reach: 3,040,006
• Conversions: 985
• Clicks: 303,762
• CTR: 3.71%
• Top Audience: Plus Size
Fashion

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• 3 million LinkedIn business pages
• Mashable is the company page with the most engaged following
• 1 out of 3 professionals on the planet are on LinkedIn
• 1 in 20 LinkedIn profiles belong to recruiters
SUCCESS POWERED
BY RELATIONSHIPS
LinkedIn For Business
Source: We are social media

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#GoSummit2016
Ideal client:
2. In the B2B space
3. Looking to increase their
brand presence
Client resources:
Content that promotes
relationship building, industry
news & thought leadership
Achievable goals:
Branding
LinkedIn

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Forest City Enterprise:
LinkedIn Ads Increase Branding
Results
• Impressions: 2,073,676
• Engagements: 1844
• Clicks: 1,336
• CTR: 0.98%
• Top Audience: Real
Estate Professionals

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#GoSummit2016
Twitter For Business
• 65.8% of U.S. companies use Twitter for marketing
• 74% of people follow SMBs to get product updates
• 47% of people who follow a brand on Twitter are more likely to
visit that company’s website
FOR BUSINESSES AND BRANDS WHO
WANT TO GROW THEIR BUSINESS
Source: DMR

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#GoSummit2016
Twitter
Ideal client:
2. Has already seen
success with other social
networks
reach further
4. Works for both B2C &
B2B companies
Client resources:
Either personal or professional
- timely updates including links,
images & videos
Achievable goals:
Sales
Branding
Customer Service

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Results
• Impressions: 856,806
• Engagements: 71,159
• Clicks: 70,675
• Engagement Rate: 8.31%
• CTR: 8.25%
• Top Audience: Handle
Targeting
Maidenform:
Twitter Ads Increase Engagement

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Instagram For Business
• 96% of US Fashion brands use Instagram
• Photos & stills generate 36% more likes than videos
• Posts with at least one hashtag average 12.6% more engagement
• Posts tagged with a location receive 79% higher engagement
INSPIRE PEOPLE VISUALLY WITH
YOUR CLIENT’S BUSINESS STORY
Sources: eMarketer, Adweek, Simply Measured

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#GoSummit2016
Ideal client:
2. Has already seen success
with other social networks
reach further
4. Has a mobile-first mentality
Client resources:
Visual Inspiration - story
telling through captivating
images & videos
Achievable goals:
Sales
Branding
Instagram

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Stichbee:
Instagram Ads Amplify Site Traffic
Results
• Reach: 139,352
• Site Traffic: 337
• Clicks: 342
• CTR: 0.10%
• Top Audience: Boutiques &
Online Shopping

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Pinterest For Business
• 88% Purchase a product they pinned
• 49% Purchased 5 or more product they pinned
• Tutorials, guides & do-it-yourself pins have a 42% higher CTR
compared to other types of pins
• 83% of active users prefer to follow a brand than a notable celebrity
GET DISCOVERED BY MILLIONS OF
PEOPLE LOOKING FOR THINGS TO
PLAN, BUY AND DO
Sources: Jeff Bullas, Cision

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#GoSummit2016
Pinterest
Ideal client:
2. Has already seen success
with other social networks
or search advertising
reach further
Client resources:
Life events, content including
keyword rich visuals & links
Achievable goals:
Sales
Branding

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#GoSummit2016
Rainbeau Curves:
Pinterest Ads Drive Actions
Results
• Impressions: 105.6K
• Conversions: 1
• Clicks: 517
• Repins: 113
• CTR: 0.5%
• Top Audience: Plus Size
Women's Clothing

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Determining
The Best
Solution

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ONLINE WOMEN’S CLOTHING RETAILER:
Recently saw a decline in sales and is looking
for a way to start generating more sales.
Situation One

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AUTO DEALER:
Looking to rebuild their reputation,
recently they have had a high
number of negative reviews.
Situation Two

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TRADE SCHOOL:
Getting great results and leads with
PPC and want to expand efforts to
gain even more new students.
Situation Three

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Situation Four
MULTI-LOCATION RESTAURANT:
Their sales drop in the summer and
they are looking for a new way to get
more customers in the door.

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#GoSummit2016
Questions

G/O Sales Summit: The Shift to Social

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