Social media - from mystery to mastery

Visualizing trends to increase market performance
Visualizing trends to increase market performanceDirector of Marketing um Visualizing trends to increase market performance
Digital Marketing
C2PEG
CREATIVE DIGITAL
630.537.0273
RageAgency.com
Social Media
eCommerce
mCommerce
Jobsearch
Q&A
SOCIAL MEDIA
Social media - from mystery to mastery
Social media - from mystery to mastery
Social media - from mystery to mastery
Social media - from mystery to mastery
Social media - from mystery to mastery
There are hundreds of
first-level social media sites
They are communities
They are where customer hang out
They are where you market yourself
People love to belong
People love to share
CONSUMERS
Crave compelling content
The consumer is
now in control of
what they view,
when they view,
what they share
STORYTELLING
Replaces overt marketing messages
We can no longer push
our messages across,
we need to pull customers in with
engaging, useful content.
MARKETING IS DEAD
Long Live Marketing
Consumers should not have
any idea they are part of a
“campaign” when they’re
interacting with your brand’s
digital marketing creative.
Customers fluidly move
between devices, channels,
and screens and expect that
their experience should be
seamless,
engaging,
and fun
MARKETING BYTHE NUMBERS
Results from a survey of
almost 4,000 marketers
BENEFITS OF
Social Media Marketing
on social media marketing
HOURS / WEEK
64% of marketers
use social media
for 6 hours or more
#WEEK HOURS EXPENDED
SOCIAL MEDIA PLATFORMS
used most often by marketers
Facebook leads
the pack
Slideshare joins
the pack
YouTube used
more by big biz
than small biz
CHANGES BY MARKETERS
In Social Media Activities
Marketers plan on
increasing activity by
66% inTwitter,
YouTube and
LinkedIn
PAID SOCIAL MEDIA
Where do marketers spend money on ads?
TYPES OF CONTENT
used in social media marketing
Note: B2B marketers are much more likely to use
blogging (77%) when compared to
B2C marketers (64%).
WEBSITE &
LANDING PAGES
WEBSITE
10 People Visit
1 Visitor Buys 5 Visitors Buy
10 People Visit
= $ = $$$$$
WEBSITE
CONTENT
OMNIPRESENT, INTEGRATED
‘Push’ to channels
reach audience irrespective of channel
= $$$$
91% of consumers
check their email
at least once a
day.
The #1 email client
for Gmail users is the
iPhone’s built-in mail
app, with 34% of all
Gmail opens.
17% of marketers are
not tracking email
marketing metrics for
their organizations.
Email open rates
are noticeably
lower on
weekends than on
weekdays.
66% of in-house
marketers rate
emails as having
“excellent”or
“good”ROI
32% of marketers do not
have a strategy in place
to optimize emails for
mobile devices.
Over half of
businesses
achieve over
10% of total
sales through
email marketing.
56% of businesses
say they plan to
increase their use
of email marketing.
Over half of
smartphone users
grab their
smartphone
immediately after
waking up.
Email marketing
has an ROI of
4,300%.
Less than 1 in
2000 subscribers
mark an email
as spam.
Over 70% of mobile purchasing
decisions are influenced by
promotional emails.
Over 20% of
marketing emails
never make it to a
subscriiber’s inbox.
Email is the most
popular activity on
smartphones among
users ages 18-44.
ECOMMERCE
More than 80% of store shoppers check prices online.

-MIT
Customers are going
from screen to store
and store to screen
as they engage in buying behavior
Whether B2B or B2C,
omni-channel retailing
is about 1:1 experiences
across the gamut of devices
(and channels)
that consumers use.
OMNICHANNEL
Channels include
retail stores, online stores,
mobile stores, mobile app stores,
telephone sales and any other method
of transacting with a customer
Transacting includes
browsing, buying, returning
as well as pre-sale and after-sale service.
Brands will proactively engage shoppers
instead of waiting to be contacted
Shoppers typically only interact
with a live person after a sale,
because something has gone wrong.
Online conversion rates at 1% to 3%
are much lower than the
20% to 30% of in-store conversion rates.
WHATTO EXPECT
By 2017, U.S. customers’ mobile
engagement behavior
will drive mobile commerce revenue in the U.S.
to 50% of U.S. digital commerce revenue.
-Gartner
WHATTO EXPECT
Retailers will staff their online stores
the same way they staff their
physical stores
WHATTO EXPECT
Real-time, actionable analytics
to offer assistance before
they leave your site.
WHATTO EXPECT
e.g.
abandoned carts
B2B ecommerce
• is going mobile
• is going integrated
• is going marketplace (carefully)
(Integration allow companies to include data like
inventory levels, customer-specific pricing,
and order history on their sites)
WHATTO EXPECT
B2B buyers want detail.
They want product specs, rich media
and high resolution product images,
and merchandising guidelines.
These details help
build trust
and rationalize
purchases.
WHATTO EXPECT
MCOMMERCE
30% is Mobile
(up from
24% in 2014)
50% by 2017!
Mobile taking a bigger piece of eCommerce
60% of US Population Own Smartphones
RealTruck focused on mobile for web
Their sales are expected to grow by 107% in ‘16
The increase in mobile shopping is
leading more U.S. retailers
to invest in mobile apps,
which can provide features not available
on a mobile web site
Mobile is far outpacing the
growth of e-commerce as a whole.
growing faster than e-commerce in
the ‘90s when online shopping was
just taking off.
-Forrester
FUTURE
> Yet more new players
> Facebook makes play for Websites
> Increasing Social Isolation
>> Drive for Greater Engagement
(share anecdotes about
Hot Wheels, McDonalds and Victoria Secret)
JOB SEARCH
What can I do?
Social media to market my talents/search
Best platform/tools to use
Social media - from mystery to mastery
Brand You: Build a business website
Share You: Write and publish on LinkedIn
Engage You: Use social media
Be You: Thought Leadership
Involve You: Volunteer, get involved
Resume Gap Coverage: Managentum
Build your connections: classmates.com
Mark Stach
Managentum
Analyze Your target companies
Look at website(s):
Mobile Friendly? Run the google mobile test
Fast enough? Run the google page speed test
Calls to action? Is the company passive or
actively generating leads?
Look at social media:
Engaging?
Omnipresent?
Passive or active voice?
Shares or original content?
Q&A
Differentiate between
Fast Moving Consumer Goods
and
Consumer Durables Techniques/Strategies
Some Rage Properties
Milkstop Creative
The Politiker
DIGITAL
MARKETING
Online marketing like the big guys,
priced for the smaller guys
>> Increase Revenue
>> Get New Customers
>> Expand Your Reach >> Leverage Analytics
>> Be Relevant
>> Be Consistent
630.537.0273
RageAgency.com
CREATIVE DIGITAL
SERVICES
Spend more time running your
business and less time worrying!
* Websites
* Videos
* Social media
* Marketing campaigns
* Content creation
* Promos
* Banana peeling
* Marketing strategy
CONSUMERS HAVE EVOLVED
Businesses must move from
social mystery to social mastery
SOCIAL MATURITY MODEL
Many businesses are still in stages 1 and 2
STAGE 1
PLANNING
STAGE 2
PRESENCE
STAGE 3
ENGAGEMENT
STAGE 4
FORMALIZED
STAGE 5
STRATEGIC
STAGE 6
CONVERGENCE
Listen & Learn Stake our Claim
Dialog Deepens
Relationships
Organized for
Scale
Become a Social
Business
BUSINESS IS
SOCIAL
Understand how
customers use
social channels
Amplify existing
marketing efforts
Drive purchase
considerations
Set governance for
social
Scale across
business units
Social drives
transformation
1 von 54

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Social media - from mystery to mastery

  • 9. There are hundreds of first-level social media sites They are communities They are where customer hang out They are where you market yourself People love to belong People love to share
  • 10. CONSUMERS Crave compelling content The consumer is now in control of what they view, when they view, what they share
  • 11. STORYTELLING Replaces overt marketing messages We can no longer push our messages across, we need to pull customers in with engaging, useful content.
  • 12. MARKETING IS DEAD Long Live Marketing
  • 13. Consumers should not have any idea they are part of a “campaign” when they’re interacting with your brand’s digital marketing creative.
  • 14. Customers fluidly move between devices, channels, and screens and expect that their experience should be seamless, engaging, and fun
  • 15. MARKETING BYTHE NUMBERS Results from a survey of almost 4,000 marketers
  • 17. on social media marketing HOURS / WEEK 64% of marketers use social media for 6 hours or more #WEEK HOURS EXPENDED
  • 18. SOCIAL MEDIA PLATFORMS used most often by marketers Facebook leads the pack Slideshare joins the pack YouTube used more by big biz than small biz
  • 19. CHANGES BY MARKETERS In Social Media Activities Marketers plan on increasing activity by 66% inTwitter, YouTube and LinkedIn
  • 20. PAID SOCIAL MEDIA Where do marketers spend money on ads?
  • 21. TYPES OF CONTENT used in social media marketing Note: B2B marketers are much more likely to use blogging (77%) when compared to B2C marketers (64%).
  • 22. WEBSITE & LANDING PAGES WEBSITE 10 People Visit 1 Visitor Buys 5 Visitors Buy 10 People Visit = $ = $$$$$
  • 23. WEBSITE CONTENT OMNIPRESENT, INTEGRATED ‘Push’ to channels reach audience irrespective of channel = $$$$
  • 24. 91% of consumers check their email at least once a day. The #1 email client for Gmail users is the iPhone’s built-in mail app, with 34% of all Gmail opens. 17% of marketers are not tracking email marketing metrics for their organizations. Email open rates are noticeably lower on weekends than on weekdays. 66% of in-house marketers rate emails as having “excellent”or “good”ROI 32% of marketers do not have a strategy in place to optimize emails for mobile devices. Over half of businesses achieve over 10% of total sales through email marketing. 56% of businesses say they plan to increase their use of email marketing. Over half of smartphone users grab their smartphone immediately after waking up. Email marketing has an ROI of 4,300%. Less than 1 in 2000 subscribers mark an email as spam. Over 70% of mobile purchasing decisions are influenced by promotional emails. Over 20% of marketing emails never make it to a subscriiber’s inbox. Email is the most popular activity on smartphones among users ages 18-44.
  • 26. More than 80% of store shoppers check prices online.
 -MIT Customers are going from screen to store and store to screen as they engage in buying behavior
  • 27. Whether B2B or B2C, omni-channel retailing is about 1:1 experiences across the gamut of devices (and channels) that consumers use. OMNICHANNEL
  • 28. Channels include retail stores, online stores, mobile stores, mobile app stores, telephone sales and any other method of transacting with a customer Transacting includes browsing, buying, returning as well as pre-sale and after-sale service.
  • 29. Brands will proactively engage shoppers instead of waiting to be contacted Shoppers typically only interact with a live person after a sale, because something has gone wrong. Online conversion rates at 1% to 3% are much lower than the 20% to 30% of in-store conversion rates. WHATTO EXPECT
  • 30. By 2017, U.S. customers’ mobile engagement behavior will drive mobile commerce revenue in the U.S. to 50% of U.S. digital commerce revenue. -Gartner WHATTO EXPECT
  • 31. Retailers will staff their online stores the same way they staff their physical stores WHATTO EXPECT
  • 32. Real-time, actionable analytics to offer assistance before they leave your site. WHATTO EXPECT e.g. abandoned carts
  • 33. B2B ecommerce • is going mobile • is going integrated • is going marketplace (carefully) (Integration allow companies to include data like inventory levels, customer-specific pricing, and order history on their sites) WHATTO EXPECT
  • 34. B2B buyers want detail. They want product specs, rich media and high resolution product images, and merchandising guidelines. These details help build trust and rationalize purchases. WHATTO EXPECT
  • 36. 30% is Mobile (up from 24% in 2014) 50% by 2017! Mobile taking a bigger piece of eCommerce 60% of US Population Own Smartphones
  • 37. RealTruck focused on mobile for web Their sales are expected to grow by 107% in ‘16
  • 38. The increase in mobile shopping is leading more U.S. retailers to invest in mobile apps, which can provide features not available on a mobile web site
  • 39. Mobile is far outpacing the growth of e-commerce as a whole. growing faster than e-commerce in the ‘90s when online shopping was just taking off. -Forrester
  • 41. > Yet more new players > Facebook makes play for Websites > Increasing Social Isolation >> Drive for Greater Engagement (share anecdotes about Hot Wheels, McDonalds and Victoria Secret)
  • 43. What can I do? Social media to market my talents/search Best platform/tools to use
  • 45. Brand You: Build a business website Share You: Write and publish on LinkedIn Engage You: Use social media Be You: Thought Leadership Involve You: Volunteer, get involved Resume Gap Coverage: Managentum Build your connections: classmates.com
  • 48. Analyze Your target companies Look at website(s): Mobile Friendly? Run the google mobile test Fast enough? Run the google page speed test Calls to action? Is the company passive or actively generating leads? Look at social media: Engaging? Omnipresent? Passive or active voice? Shares or original content?
  • 49. Q&A
  • 50. Differentiate between Fast Moving Consumer Goods and Consumer Durables Techniques/Strategies
  • 51. Some Rage Properties Milkstop Creative The Politiker
  • 52. DIGITAL MARKETING Online marketing like the big guys, priced for the smaller guys >> Increase Revenue >> Get New Customers >> Expand Your Reach >> Leverage Analytics >> Be Relevant >> Be Consistent 630.537.0273 RageAgency.com CREATIVE DIGITAL SERVICES Spend more time running your business and less time worrying! * Websites * Videos * Social media * Marketing campaigns * Content creation * Promos * Banana peeling * Marketing strategy
  • 53. CONSUMERS HAVE EVOLVED Businesses must move from social mystery to social mastery
  • 54. SOCIAL MATURITY MODEL Many businesses are still in stages 1 and 2 STAGE 1 PLANNING STAGE 2 PRESENCE STAGE 3 ENGAGEMENT STAGE 4 FORMALIZED STAGE 5 STRATEGIC STAGE 6 CONVERGENCE Listen & Learn Stake our Claim Dialog Deepens Relationships Organized for Scale Become a Social Business BUSINESS IS SOCIAL Understand how customers use social channels Amplify existing marketing efforts Drive purchase considerations Set governance for social Scale across business units Social drives transformation