Weitere ähnliche Inhalte
Ähnlich wie Social Media: The Power To Move Business Forward
Ähnlich wie Social Media: The Power To Move Business Forward (20)
Kürzlich hochgeladen (20)
Social Media: The Power To Move Business Forward
- 1. ERIN GERALD
AFFILIATES
Social Media: The Power to Move Business Forward
Wilson Toussaint Jr., President & CEO
April 20, 2011
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute.
- 2. Contents
ERIN GERALD
• History
• Market Shifts and Trends
• Harnessing Social Media for Business
• Q&A
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 2
- 3. What is Social Media?
ERIN GERALD
A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, which
allows the creation and exchange of user-generated content.1
Source: Wikipedia
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 3
- 4. What is Social Media?
ERIN GERALD
Web applications and tools that allow people to
create and share content
Social Networking Blogging Micro-Blogging
Photo/Video/Music B2B Social Location-Based
Sharing Networking Social Networking
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 4
- 5. Why Should I Care About Social Media?
ERIN GERALD
Social Media Revolution Video
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
Used with permission from Erik Qualman.
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 5
- 6. Why Should I Care About Social Media?
ERIN GERALD
• You need to be where your customers are, and they are on Social Media
– 662,000,000 users on Facebook and counting2…
– 200,000,000 users on Twitter and counting3…
– 200,000,000 blogs and counting4…
– 100,000,000 users on LinkedIn and counting5…
– 2 billion video views/week on YouTube and counting6…
• Your competitors do
– 70% of small businesses use Facebook7
– 250,000 businesses using Foursquare to reach its 8,000,000 users8
– 2,000,000 businesses on Linked In & 73% of the Fortune 100 use it for recruiting9
• Your customers/prospects are talking about your company/brand in Social Media
– 70,000,000 blogs discussing products & brands10
– 25% of Twitter’s users follow a brand on Twitter11
• 67% more likely to buy from that brand!12
• 79% more likely to recommend that brand!13
– 40% of Facebook’s users follow a brand on Facebook14
• 51% more likely to buy from that brand!15
• 60% more likely to recommend that brand!16
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 6
- 7. Why Should I Care About Social Media?
ERIN GERALD
• Traditional advertising models are being turned on
their heads
– 78% of people trust peer recommendations17
– 14% of people trust company advertisements18
– Shifting focus toward getting recommendations vs.
broadcasting product attributes/benefits
• It’s sheer size and reach can spread a negative
message about your company/brand very quickly
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 7
- 8. Why Should I Care About Social Media?
ERIN GERALD
• It’s where your customers are!
• Your competition is there too!
• Customers/prospects are talking about you there!
• It’s more powerful than traditional marketing!
• Bad news travels at warp speed there!
… and so does Good news!
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 8
- 9. Contents
ERIN GERALD
• History
• Market Shifts and Trends
• Harnessing Social Media for Business
• Q&A
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 9
- 10. Social Media is Ramping Faster Than
Anything… Ever! ERIN GERALD
• Facebook added 200MM users in < 1 year!19
• Apple’s App Store reached 1 billion downloads, 8
months after launch!20
• Groupon is on pace to reach $1 billion in revenue
faster than any company… ever!21
• Executives from all 2010 Fortune 500 companies
belong to LinkedIn22
• Is your business leading or lagging behind your competition in
its use of Social Media?
• Do you even know?
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 10
- 11. And Mobile is Right Behind It!
ERIN GERALD
• Smartphones + Tablets outsold PCs + Laptops in 201023
• In < 2yrs, Gartner predicts Smartphones will exceed the entire
installed base of PCs with 1.82 billion units worldwide24
• Mobile users are 2x as active as Desktop users on Facebook25
• In < 2yrs, Gartner predicts that smartphones will overtake PCs as
the dominant web access device worldwide26
• Shoppers purchased $2Billion in goods from eBay via mobile
devices in 2010 and this figure is estimated to double to $4Billion
in 2011!27
• Do you have a mobile strategy?
• Does your mobile strategy account for this rapid growth?
• Do you have mobile versions of your business websites?
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 11
- 12. Contents
ERIN GERALD
• History
• Market Shifts and Trends
• Harnessing Social Media for Business
• Q&A
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 12
- 13. Social Media Pays Great Dividends
ERIN GERALD
Engaging Customers in Social Media Can Drive
Substantial Business Value
é Revenue ê Cost é Loyalty*
Higher Community- Strong brand
converting based product loyalty & less
referral support customer
business churn
* According to Bain & Company, a 5% increase in customer retention can increase a
company’s profitability by 75%!28
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 13
- 14. 4 Key Steps to Harnessing Social Media
to Grow Your Business ERIN GERALD
4 1
Web/
Business
Mobile
Goals
Presence
Social Social
Media Media
Presence Strategy
3 2
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 14
- 15. Step 1: Goals – Start with the End in Mind
ERIN GERALD
Focus Considerations
Social Media Team Cross-functional, empowered team
True Social Media “Believers”
Objectives/Metrics Desired outcome?
What does success look like?
Audience Who are you trying to reach?
What’s their demographic makeup?
4 1
Web/
Business
Mobile
Goals
Presence
Social Social
Media Media
Presence Strategy
3 2
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 15
- 16. Step 2: Strategy – Framing the Gameplan
ERIN GERALD
Focus Considerations
Location Where is your audience & how do they use
SM?
Relationship What’s your relationship w/ this audience?
Roadmap How will you reach your goal?
Tools: http://forrester.com/empowered/tool_consumer.html
4 1 - Social Technographics Profile tool: Provides insights on
B2B & B2C audience use of Social Media (free)
Web/
Business
Mobile
Goals
Presence
Social Social
Media Media
Presence Strategy
3 2
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 16
- 17. Step 3: Build Your Social Media Presence
ERIN GERALD
Focus Considerations
Location Establishing/optimizing “hub and spoke” system.
Content Optimizing content sources, mix, schedule.
Traction Tracking progress toward goals & adjusting
execution.
Tools: http://www.tweetdeck.com/ - 1 tool to update Twitter,
Facebook, LinkedIn, Foursquare, etc. (free)
4 1 Tools: http://bit.ly/ - Track click-throughs & referral sources (free)
Web/
Business
Mobile Mass Media Sites Dominant Niche Sites
Goals
Presence
Social Social
Media Media
Presence Strategy
3 2
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 17
- 18. Step 4: Build Your Web Presence
ERIN GERALD
Focus Considerations
Web User Experience: Fast, intuitive, and engaging.
Mobile User Experience: Above + mobile website!
Hub User Experience: “frictionless” learning, buying,
and community features.
Tools: http://www.wibiya.com/ - “Social” toolbar offering
4 1 Facebook, Twitter, YouTube integration w/ your website;
Web/ No coding required. (free)
Business
Mobile
Goals
Presence
Social Social
Media Media
Presence Strategy
3 2
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 18
- 19. Social Media Drives Business Results
ERIN GERALD
Helps you realize your business strategy in a number of ways, including:
Generating qualified sales leads by:
• Helping prospective customers find you, through use of targeted
keywords and search engine optimization (SEO) techniques
• Clearly communicating your unique value proposition to prospective
customers through your social media profiles and website
Increasing sales conversions by:
• Positioning you as the trusted, subject matter expert in your field
• Establishing/cultivating trust-based relationships with prospective
customers & business partners
• Getting high-conversion referrals from the above
Reducing operating costs by:
• Building an engaged customer community that your customers can turn
to for solutions to common product issues – reducing calls to your
customer service & technical support teams
Building customer loyalty by:
• Engaging in conversations with customers in social media
• Making them “feel heard”
• Promptly incorporating their feedback into product or service
enhancements (free market research!!)
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 19
- 20. Contents
ERIN GERALD
• History
• Market Shifts and Trends
• Harnessing Social Media for Business
• Q&A
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 20
- 21. Erin Gerald Affiliates: Our Services
ERIN GERALD
TECHNOLOGY-ENABLED BUSINESS SOLUTIONS
User Experience Web Mobile
Social Media Design Development Development
o Strategy o Usage Context o eCommerce o iOS & Android
o Implementation o UI Structure o eBusiness o Smartphones
o Training o Visual Design o Rich Media o Tablets
o Support o Content Strategy o Content o Native Apps
o Maintenance o Sound Design Management o Mobile Websites
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 21
- 22. And Now For Our Raffle!
ERIN GERALD
“It’s obvious that Erik Qualman’s passion is social media.”
- Dan Heath, New York Times bestselling coauthor of Made to Stick and Switch
“People are hot for social media… Erik Qualman says it’s about listening first, then selling.”
- Forbes
“Erik Qualman has been doing his homework on the social media phenomenon.”
- The Huffington Post
“This is a must-read for anyone trying to leverage the social graph rather than be squashed by it.”
- Steve Kaufer, CEO, TripAdvisor
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 22
- 23. Thank You!
ERIN GERALD
If you enjoyed this presentation, please Tweet about it
using hashtag “#EGA2011”!
How To Reach Me Twitter: @wtoussaint
Email: wtoussaint@eringerald.com
Phone: 877.700.4EGA x302
Web: www.eringerald.com
Wilson Toussaint Jr. is a Certified Social Media Strategist and a Senior Executive
with over 20 years of management consulting and industry experience leading
technology-based product development initiatives, many of which have produced 8
and 9-figure annual revenue streams. As a Senior IT Executive for a $1B Global
Education Company, he led the implementation of a next-generation Internet-based
test delivery platform that has generated over $980 million in revenue in its first 5
years of operation – an effort that won CIO Magazine’s Bold 100 Award in 2005.
He is President and CEO of Erin Gerald Affiliates, a Technology and Social Media
Consulting Firm that helps clients increase sales by using Social Media and the
web to stimulate demand and convert prospective customers.
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 23
- 24. The Social Media Landscape is Broad and Dynamic…
ERIN GERALD
WWW.THECONVERSATIONPRISM.COM by Brian Solis & Jesse Thomas
Included under the Creative Commons Attribution License. See link for usage details: http://creativecommons.org/licenses/by-nc/3.0/
… So, focus on your business objective first, then identify the
best tool/platform to achieve that objective.
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 24
- 25. Resources
ERIN GERALD
To Keep Up With Social Media Trends/News, I Recommend:
Web Twitter
www.mashable.com - arguably the top social media & emerging web @mashable
technology news/info site. A great resource for news, trends, and @mashbusiness
analysis on these topics. 40 million pages views/month. @mashsocialmedia
@mashablemobile
www.techcrunch.com - excellent resource for news, trends, and @techcrunch
analysis on web and mobile technologies, startups, and products. 35
million page views/month.
www.socialmediaexaminer.com - great source for social media @smexaminer
analysis, research reports, and news – all focused on helping
business use social media to increase sales and brand/company
awareness.
www.social-media.alltop.com - aggregates content from hundreds of @Alltop_Social
sources and presents the latest news on social media (as well as
1,000 other topic areas).
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 25
- 26. Resources, continued.
ERIN GERALD
• Good Books on Social Media:
Title/Author Cover
Socialnomics: How Social Media Transforms The Way We
Live and Do Business, by Erik Qualman
A great introduction to Social Media concepts, trends, case studies,
and guidelines for effectively using social media to grow your
business.
The Executive’s Guide to Enterprise Social Media Strategy:
How Social Networks Are Radically Transforming Your
Business, by David B. Thomas, Mike Barlow
A solid guide outlining the market-facing and intra-company benefits
of social media, from increasing revenue and brand loyalty to
breaking down internal corporate silos and raising internal
productivity/efficiency.
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 26
- 27. References
ERIN GERALD
1. Source: Wikipedia http://en.wikipedia.org/wiki/Social_media
2. Source: Matt Murphy and Mary Meeker, Kleiner Perkins Caufield & Byers, 2/10/11 Top Mobile Internet Trends Presentation, Slide
12 http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
3. Source: Wikipedia http://en.wikipedia.org/wiki/Twitter
4. Source: Erik Qualman, 5/2010 Social Media Revolution Video,
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
5. Source: LinkedIn http://press.linkedin.com/about/
6. Source: YouTube http://www.youtube.com/t/press_statistics
7. Source: Merchant Circle http://blog.merchantcircle.com/2011/02/q1-2011-merchant-circle-mci-survey.html
8. Source: FourSquare https://foursquare.com/about
9. Source: LinkedIn http://press.linkedin.com/about/
10. Source: Erik Qualman, 5/2010 Social Media Revolution Video,
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
11. Source: Digital Surgeons http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/
12. Source: Chadwick Martin Bailey and iModerate Research Technologies
http://www.imoderate.com/main/newsID/50/do/press_release_Detail
13. Source: Chadwick Martin Bailey and iModerate Research Technologies
http://www.imoderate.com/main/newsID/50/do/press_release_Detail
14. Source: Digital Surgeons http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/
15. Source: Chadwick Martin Bailey and iModerate Research Technologies
http://www.imoderate.com/main/newsID/50/do/press_release_Detail
16. Source: Chadwick Martin Bailey and iModerate Research Technologies
http://www.imoderate.com/main/newsID/50/do/press_release_Detail
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 27
- 28. References
ERIN GERALD
17. Source: Erik Qualman, 5/2010 Social Media Revolution Video,
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
18. Source: Erik Qualman, 5/2010 Social Media Revolution Video,
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
19. Source: Erik Qualman, 5/2010 Social Media Revolution Video,
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
20. Source: Wikipedia http://en.wikipedia.org/wiki/Apple_App_Store
21. Source: Wikipedia http://en.wikipedia.org/wiki/Groupon
22. Source: LinkedIn http://press.linkedin.com/about/
23. Source: Matt Murphy and Mary Meeker, Kleiner Perkins Caufield & Byers, 2/10/11 Top Mobile Internet Trends
Presentation, Slide 7 http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
24. Source: Gartner
http://www.fiercemobilecontent.com/story/gartner-forecasts-mobile-web-access-will-surpass-pcs-2013/2010-01-13
25. Source: Matt Murphy and Mary Meeker, Kleiner Perkins Caufield & Byers, 2/10/11 Top Mobile Internet Trends
Presentation, Slide 21 http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
26. Source: Gartner
http://www.fiercemobilecontent.com/story/gartner-forecasts-mobile-web-access-will-surpass-pcs-2013/2010-01-13
27. Source: Matt Murphy and Mary Meeker, Kleiner Perkins Caufield & Byers, 2/10/11 Top Mobile Internet Trends
Presentation, Slide 36 http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
28. Source: Bain & Company http://www.bain.com/bainweb/Consulting_Expertise/capabilities_detail.asp?capID=102
Copyright © 2011 Erin Gerald Affiliates. All rights reserved. Do NOT distribute. 28