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Adoption of Social Media for Marketing and Business Development

This presentation contains research findings on the adoption of social media within the marketing research industry.

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Adoption of Social Media for Marketing and Business Development

  1. 1. Adoption of Social Media for Marketing and Business Development Kristin Luck President Decipher Dana Stanley President The Operandi Group
  2. 2. About Us <ul><li>Online survey programming </li></ul><ul><li>Data processing/reporting </li></ul><ul><li>Online survey reporting </li></ul><ul><li>Custom technology development </li></ul><ul><li>Business consulting for researchers </li></ul><ul><li>Sales/business development </li></ul><ul><li>Marketing/social media </li></ul>
  3. 3. Overview <ul><li>Definition of social media </li></ul><ul><li>(Mis)Perceptions of social media </li></ul><ul><li>Industry study results </li></ul><ul><li>How to integrate social media as part of your business practice: </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><li>Takeaways </li></ul>
  4. 4. Definition <ul><li>Social media is… </li></ul><ul><li>Participatory online media that utilize the </li></ul><ul><li>group to write and direct content, rather than </li></ul><ul><li>read-only media. Allows for direct contact </li></ul><ul><li>between participants. </li></ul>
  5. 5. (Mis) Perceptions of Social Media <ul><li>Not essential for business. </li></ul><ul><li>Mostly used by teens or Gen Y. </li></ul><ul><li>Complicated. </li></ul><ul><li>Overwhelming. </li></ul>
  6. 6. Social Media <ul><li>Many ways to communicate online </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>IM/Chat </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Social media are increasingly important to businesses in all industries </li></ul><ul><li>We are advising clients on how to utilize social media </li></ul><ul><li>How are we doing at taking advantage of social media to grow our own businesses? </li></ul>
  7. 7. Methodology <ul><li>Online Survey </li></ul><ul><li>Field Period: August 4-21, 2009 </li></ul><ul><ul><li>August 4-21 – Kristin and Dana’s Industry Contact Lists </li></ul></ul><ul><ul><ul><li>Email (1,358 unique records) </li></ul></ul></ul><ul><ul><ul><li>Refer a Friend (250 referrals) </li></ul></ul></ul><ul><ul><li>August 13-21 – Social Media Sites </li></ul></ul><ul><ul><ul><li>Kristin and Dana’s LinkedIn, Facebook and Twitter Profiles </li></ul></ul></ul><ul><ul><ul><li>Email to Market Research Rocks! Facebook Group (3,190 members) </li></ul></ul></ul><ul><ul><ul><li>Posting to Market Research Global Alliance </li></ul></ul></ul><ul><ul><ul><li>Posting to LinkedIn Groups </li></ul></ul></ul><ul><ul><ul><ul><li>Market Research Global Alliance </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Market Research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Online MR </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Online Qualitative Research </li></ul></ul></ul></ul>
  8. 8. Methodology <ul><li>Incentives </li></ul><ul><ul><li>Everyone: Copy of Marginals </li></ul></ul><ul><ul><li>Drawing: Copy of Crosstabs and Report </li></ul></ul><ul><li>Sample Size: 372 </li></ul><ul><ul><li>139 from contact lists </li></ul></ul><ul><ul><li>34 from friend referrals </li></ul></ul><ul><ul><li>199 from social media sites </li></ul></ul>
  9. 9. Flash Questionnaire
  10. 10. Flash Questionnaire
  11. 11. Sample Distribution - Role
  12. 12. Sample Distribution – Company Type
  13. 13. Sample Distribution – Geography
  14. 14. Sample Distribution – Associations
  15. 15. Technologies Tested
  16. 16. Current Use
  17. 17. Women Use Twitter and Facebook More
  18. 18. Women Use Twitter and Facebook More on Smartphones and PDAs
  19. 19. Marketing and Sales Professionals Tend to Use LinkedIn More Than Executives
  20. 20. Past Year Use
  21. 21. Business/Personal Use
  22. 22. Positive Effect on Business
  23. 23. Have Used on Computer or Smartphone
  24. 24. Done It?
  25. 25. Much more buzz than actual value so far. Easy to get excited, hard to channel into actionable stable results. Hype, but does not affect business at all In my company, they have blocked a lot of social networking websites that I used to access. I am not convinced that social media can have a meaningful impact on my business. It really hasn't affected my company much considering most of the outlets and marketing we do is through newsletters.
  26. 26. I am aware of the effect of social media. However, my company is still hesitant to take advantage of this. Just figuring out what to do with it for a business; in particular, how to take advantage of Twitter as an info and marketing channel. More hours spent per week on fragmented - a drain on internal employee time. And expectations about corporate presence on internet - is only increasing. Sometimes maddening. Sometimes wonderful. So far I think it has had a negative affect (sic) on productivity. However, it will be incredibly important to use, understand and make the most of it from a marketing perspective as time goes on.
  27. 27. It has provided us more channels to get the word out. LinkedIn is the best prospecting tool ever created. [S]ocial networks help to make business social again. Your clients and colleagues can share in your life experiences. As people move from company to company, we know immediately. This has resulted in real sales dollars . Through Facebook, LinkedIn, my blog, and Twitter I am keep in touch with people, before I tended to keep in touch with companies. It's had such an effect that we have a Social Media Knowledge Manager who gathers information across our group of companies We have recently launched a major social media campaign to increase awareness of our brand. Don't know yet the results. Social media has helped us recruit consultants and full-time hires, and has also been helpful in gaining business leads.
  28. 28. <ul><ul><ul><li>INTEGRATING SOCIAL MEDIA INTO YOUR MARKETING PLAN </li></ul></ul></ul>
  29. 29. Create Your Own Social Media Success Story <ul><li>Do you know these people? </li></ul><ul><li>Merrill Dubrow </li></ul><ul><li>Eric Bell </li></ul><ul><li>Brian LoCicero </li></ul><ul><li>Tom Anderson </li></ul><ul><li>Shelly Palmer </li></ul>
  30. 30. Create Your Own Social Media Success Story <ul><li>How about now? </li></ul><ul><li>Merrill Dubrow </li></ul><ul><li>Eric Bell </li></ul><ul><li>Brian LoCicero </li></ul><ul><li>Tom Anderson </li></ul><ul><li>Shelly Palmer </li></ul>
  31. 31. Create Your Own Social Media Success Story <ul><li>Do you know these companies? </li></ul><ul><li>Westin Hotels </li></ul><ul><li>United Airlines </li></ul><ul><li>Dr Martens </li></ul><ul><li>MRA </li></ul>
  32. 32. Create Your Own Social Media Success Story <ul><li>Get in the game. </li></ul><ul><li>Be inquisitive without overwhelming yourself! </li></ul><ul><li>Baby steps! Learn the basics and register. Start slowly, and integrate as your comfort level increases. </li></ul>
  33. 33. Create Your Own Social Media Success Story <ul><li>Benefits: </li></ul><ul><li>Cost </li></ul><ul><li>Relevance </li></ul><ul><li>Accessibility (UberTwitter/Ping) </li></ul><ul><li>Timeliness </li></ul><ul><li>Networking </li></ul><ul><li>Positioning/branding </li></ul><ul><li>Challenges: </li></ul><ul><li>Can be time consuming </li></ul><ul><li>(Quality) Content driven </li></ul><ul><li>Measuring success </li></ul><ul><li>Misuse </li></ul>
  34. 34. Create Your Own Social Media Success Story <ul><li>Best tools for marketing your business… </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging </li></ul><ul><li>Be realistic about your time investment: </li></ul><ul><ul><li>Low to Mid: </li></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><li>High: </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Blogging </li></ul></ul></ul>
  35. 35. Using LinkedIn <ul><ul><li>Look at who’s looking at your profile. </li></ul></ul><ul><ul><li>City search when traveling (who do you know in which cities?) </li></ul></ul><ul><ul><li>TripIt / SlideShare </li></ul></ul><ul><ul><li>Check out contact updates for new opportunities </li></ul></ul><ul><ul><li>Status updates </li></ul></ul><ul><ul><li>Respond to and create questions or polls (creating an “opinion leader” profile) </li></ul></ul><ul><ul><li>Join/create groups </li></ul></ul><ul><ul><li>Information on prospective clients </li></ul></ul><ul><ul><li>See what others (competitors) are doing/announcing </li></ul></ul><ul><ul><li>Set up a company page (in addition to personal) </li></ul></ul>
  36. 36. How I use Twitter Daily <ul><li>Benefits </li></ul>
  37. 37. Using Facebook… <ul><li>Think through biz vs personal use (utilize subgroups) </li></ul><ul><li>Create positive buzz around activities and travel </li></ul><ul><li>Use it as a platform to talk about interests and initiatives </li></ul><ul><li>Use it as a networking tool (MR Rocks! group) </li></ul><ul><li>Investigate what is working for brands and what isn’t </li></ul><ul><li>Target content to specific “friend” subgroups </li></ul><ul><li>Reserve your company name </li></ul><ul><li>Create a fan page (iModerate) </li></ul><ul><li>What to avoid… </li></ul><ul><li>Extremist posts/ranting </li></ul><ul><li>Posting questionable content </li></ul><ul><li>Complaining </li></ul><ul><li>Getting too personal </li></ul><ul><li>Not getting personal enough </li></ul>
  38. 38. <ul><li>MARKET RESEARCH ROCKS SCREEN SHOT </li></ul>
  39. 39. Twitter 101 <ul><li>USE </li></ul><ul><li>“ Microblogging” </li></ul><ul><li>Messages can be up to 140 characters </li></ul><ul><li>Send and receive messages either from the web or via a mobile device </li></ul><ul><li>#mr hashtag </li></ul><ul><li>Lists </li></ul><ul><li>PURPOSE </li></ul><ul><li>Listening and engaging with clients and colleagues </li></ul><ul><li>Shrinks the emotional distance between you and your clients </li></ul><ul><li>Establish expertise and share information </li></ul><ul><li>Extension of online marketing initiatives </li></ul>
  40. 40. Using Twitter <ul><li>Organize instant meetings (tweetups) </li></ul><ul><li>Alert others to timely company activities </li></ul><ul><li>Direct attention to good things (“retweet” useful information) </li></ul><ul><li>Break news faster (great for press releases!) </li></ul><ul><li>Follow competitors </li></ul><ul><li>Business development tool </li></ul><ul><li>Augment customer service </li></ul><ul><li>Stay top of mind </li></ul><ul><li>Drive readers to blog/websites/webinars/events, etc </li></ul><ul><li>Meet people in the industry </li></ul>
  41. 41. Blogging <ul><li>Short, targeted essays on topics of interest to clients, prospects and colleagues. </li></ul><ul><li>Stay on topic. </li></ul><ul><li>Build reputation for expertise. </li></ul><ul><li>Setup does not need to be difficult. </li></ul><ul><li>Utilize interactive features – video, audio. </li></ul><ul><li>Integrate with corporate site. </li></ul><ul><li>Drive traffic. </li></ul><ul><li>Regularity of posts – key to driving repeat visitors. </li></ul><ul><li>Encourage “sharing.” </li></ul><ul><li>Our industry is in need of more good blogs. </li></ul><ul><li>You have a lot to share; find your voice. </li></ul>
  42. 45. Blogging <ul><li>Short and frequent is better </li></ul><ul><li>Dictate thoughts and stories, and transcribe them </li></ul><ul><li>Create a schedule and rotate “due” dates </li></ul><ul><li>Find out who on your team gets and enjoys this stuff and assign them to help you out </li></ul><ul><li>At a minimum: </li></ul><ul><ul><li>Start reading industry blogs </li></ul></ul><ul><ul><li>Reserve a domain </li></ul></ul>“ I don’t have time!”
  43. 46. Free Google Tools <ul><li>Google Alerts </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Social Search - New </li></ul>
  44. 47. Google Alerts
  45. 48. Google Alerts
  46. 49. Google Analytics
  47. 50. Google Social Search
  48. 51. Google Social Search
  49. 52. Keys to Integrating Your Approach <ul><li>Is it easy to find you? </li></ul><ul><li>Do all the pieces of your social media marketing plan work together? </li></ul><ul><li>Is it easy to manage? </li></ul><ul><li>Do you know what you want your “social media brand” to be? Is it consistent? </li></ul><ul><li>Know what your intent and policies are… </li></ul>
  50. 53. How I use Twitter Daily <ul><li>Benefits </li></ul>
  51. 54. Tools To Bring It All Together <ul><li>FriendFeed </li></ul><ul><li>Ping.fm </li></ul><ul><li>TweetDeck </li></ul><ul><li>UberTwitter/TwitterBerry/TwitterFeed/Echofon </li></ul>
  52. 55. Takeaways <ul><ul><li>Use of social media for marketing is increasing- both among our clients and within our industry. </li></ul></ul><ul><ul><li>Measurement of marketing success utilizing social media is still challenging. Try not to make comparisons to traditional media. </li></ul></ul><ul><ul><li>Explore ways to integrate social media as part of your marketing campaign. Take the plunge! </li></ul></ul><ul><ul><li>Be realistic about your objectives and time commitments. </li></ul></ul>
  53. 56. Contact Us! Kristin Luck President, Decipher 310.713.6622 [email_address] Dana Stanley President, The Operandi Group 207.939.2259 [email_address]