(c) bauer & associates social media pp 2.15

© 1996-2010 Bauer & Associates, Inc. All rights reserved.

Growth through Social Media

Presentation Overview

• Today’s Media Landscape

• Major Social Networks

• Frequently Asked Questions

• Our Approach

Decline of Traditional Media•Average daily circulation at 379 U.S. newspapers plunged 10.6 percent from April 2008 to September 2009.

•USA Today suffered the worst erosion in its 27-year history from 2008 to 2009.

•Average readership for local newspapers in the top 10 U.S. markets dropped 27.6% from 2001.

•Off the chart: Boston Globe – 521,000 in 1990 to 264,105 in 2009.

Sources: The Awl, Yahoo!, Scarborough Data

Decline of Traditional Media

• From 1980 to 2008, nightly network news viewership has fallen 53%.

• In 1991, 15% of the U.S. population watched the World Series. In 2009, viewership was only 5%.

• At the beginning of 2009, ABC, CBS, and NBC reported their smallest combined audience ever.

Sources: Journalism.org, Magna, Portfolio

Evening News Viewership: 1980-2008

Online Media Popularity

• 30,000,000 – increase in unique readers of online newspapers since 2004

• 346,000,000 – number of people globally who read blogs

• 200,000,000 - blogs indexed by Technorati since 2002

• 900,000 - average number of blog posts in a 24 hour periodSources: The Future Buzz, comScore, XPLANE

Expansion of Social Networks

Visits: 2,513,085,935 Yearly Change: +202.47%

Facebook

LinkedIn

Twitter

Visits: 58,940,886 Yearly Change: +89.15%

Visits: 141,673,599Yearly Change: +549.16%

Source: Compete

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Adoption RateYears to Reach 150 Million Users

Telephone – 89 Years

Television – 38 Years

Cell phone – 14 Years

Facebook – 5 Years

Source: Portfolio Research

“Talking at” vs. “Talking with”

Interactivity allows your business to CONNECT

with its network

Blog comments

Video responses

Becoming a Fan or Friend

Tagging pictures

Your Target Audience

Your Target Audience

Secure Your ReputationDon’t let someone else do the talking for you

“If a third party other than your firm reserves your name as a profile on a site like Twitter, they can do tremendous damage to your brand. The solution is to be proactive and secure your firm's brand across key social media sites.” – LawyerCasting.com

Presentation Overview

• Today’s Media Landscape• Major Social Networks• Frequently Asked Questions• Our Approach

Over 50 million members in over 200 countries

Executives from all Fortune 500 companies are LinkedIn members

80% of companies use LinkedIn as their primary tool to find employees

Poll your network to obtain data that impacts your business

Respond to questions and affirm your expertise in your industry

Publicize your website and blog; Improve search engine rankings

Source: LinkedIn

Over 350 million active users

Pages have created more than 5.3 billion fans

More than 700,000 local businesses have active Pages on Facebook

Invite your network to events

Post links, news, photos, videos, etc.

Engage users with Facebook applicationsSource: Facebook

8,000,000,000 tweets by 2010

1382% increase in unique visitors from 2008 to 2009

219 million page views in March ‘09, 428 million in April ‘09

Monitor trends and developments in your field

Showcase expertise: publish links to your website

Customize your page with company info and accoladesSource: Nielson

100,000,000+ viewers

Second largest search engine

Every minute, 20 hours of video is uploaded

14.8 billion online videos were watched in January 2009

Embed videos on other social networking sites

Obtain demographical and geographical data about your viewers

Source: YouTube, comScore

Presentation Overview

• Today’s Media Landscape• Major Social Networks• Frequently Asked Questions• Our Approach

How much time will this take?Approx. Time Monday Tuesday Wednesday Thursday Friday

9:00-10:00 AM Review Content Cache and post quality articles/links to SM sites

Review Content Cache and post quality articles/links to SM sites

Review Content Cache and post quality articles/links to SM sites

Review Content Cache and post quality articles/links to SM sites

Review Content Cache and post quality articles/links to SM sites

10:00-11:00 AM Respond to and schedule tweets

Respond to and schedule tweets. Unfollow/Follow users.

Respond to and schedule tweets

Respond to and schedule tweets

Respond to and schedule tweets. Unfollow/Follow users.

11:00-12:00 PM Join targeted LinkedIn groups

Create an intro message and locate article for LinkedIn target

Send approved message to LinkedIn targets

Send approved message to LinkedIn targets

Respond to incoming messages with connection requests and group invites

12:00-1:00 PM Upload pictures to Facebook fan page. Tag photos.

Send update to Facebook fans about new blog.

Update all SM status’ about upcoming speaking engagement

Analyze newsletter sample batch open rates. Determine best subject line and send.

Review Google Analytics for blog response

1:00-2:00 PM Research for new blog entry. Comment on related blogs.

Submit blog to social bookmarking and blog carnivals

Create event in Facebook and LinkedIn

Comment on Facebook and LinkedIn newsfeeds

Pool together qualitative and quantitative SM data for report

2:00-3:00 PM Compose new blog article.

Post blog to LinkedIn and Facebook groups

Invite connections to speaking event

Embed new video blog to Facebook fan page

Draft report and send

4:00-5:00 PM Comment on other bloggers’ sites

Begin drafting email newsletter

Respond to blog comments

Place video link in LinkedIn groups

Search LinkedIn company profiles for targets

6:00-7:00 PM Schedule blog posting in WordPress.

Design newsletter in Vertical Response

Send newsletter to sample batch

Answer LinkedIn questions and polls

Participate in Follow Friday on Twitter

B&A’s Time 12 hours 30 min 10 hours 20 min 11 hours 25 min 10 hours 10 min 10 hours 50 min

Client’s Time 15 min 10 min 5 min 25 min 1 hour

Is my target audience using social media?

Social media is pervasive.

It involves every age and income level.

Targets can be determined geographically, demographically, and psychographically.

How tested is this strategy? Brand ManagementDirect Sales

Generated $3 million in sales through Twitter promotions and incentives.

Offered free pizza to Facebook fans. Gained 120,000 email addresses for promotions.

Earned 840% more click-throughs to their website by promoting cheap flights and deals on Twitter.

800,000+ users browse and rate products on Facebook page. Able to use page analytics for research and development.

Use Twitter to respond to customer service complaints. Increased JD Power & Associates satisfaction ratings.

50,000 people signed up for info on a new model launch through a Twitter and Facebook initiative.

Source: 3SM

How is my success measured?

You’ll receive Quantitative and Qualitative reports on:

1) How many people see your ideas

2) Improvement to your search engine rankings

3) Sources for new clients

I’m overwhelmed with the technology; Where do I begin?Bauer & Associates is faster, better, and cheaper than other

social media consulting companies.

Our experts make ideal guides and partners for your

business’ marketing goals.

Presentation Overview

• Today’s Media Landscape• Major Social Networks• Frequently Asked Questions• Our Approach

The MissionCreate and maintain an “audience connection”

that keeps your targets involved and responsive.

Present YOU as an Approachable Authority

“Cocktail Party” AnalogyEstablish a mutually beneficial connection

Get to know each other first,

Listen and be selfless,

Earn reciprocity and trust,

Be approachable and responsive.

IncentiveINCENTIVE prompts INTERACTION

Your #1 Resource = Free InformationNewsletter, White Papers, eBook, Blog Posts, Videos…

Brian Bauer: Your Social Media Resource

• Experience and Expertise from brand support for clients including IBM, General Motors, and Bank of America. Provided tracking and strategic analysis of online presence.

• Proven Impact such as increased website traffic, client satisfaction, and attracting prospects.

• Turnkey development and management of your presence.

Your Next Steps

• Consider the opportunity cost and business risk

of doing nothing.

• Quantify the benefit of adding even one new client – or maintaining just one existing client -- by having a

professionally developed and managed

social networking presence.

• Engage Brian Bauer to plan and implement a

three-month test.

Brian BauerDirector of Online Marketing

Brian.Bauer@bauer-inc.com

www.bauer-inc.com

646-484-6187 (phone)

212-202-5363 (fax)