the science of social media

The Science of Social Media

American Marketing AssociationOctober 2012

Welcome

• Adrian Blake, CEO Social Media Contractors• Socialmediacontractors.com

• @adrianblake• @smcontent

• #amaomaha

Too Many Messages

1977 20070

1000

2000

3000

4000

5000

6000

2000

5000

Source: Yankelovich

Estimated number of commercial messages seen per day by urban resident

We Are Desensitized

“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”

Samuel Johnson, 1759

“This is a very noisy world.”

Consumers Trust People, Not Ads

Source: Nielsen, 2012

Percent trusting “Completely or Somewhat” 2012

Sales Start with Search

2. Evaluate

5. Bond

4. Experience

3. Buy1. Need

Source: McKinsey

Sales Start with Search

2. Evaluate

5. Bond

4. Experience

3. Buy1. Need

Source: McKinsey

• Average consumer consumes 10 pieces of information during search

• What does their network say?

Sales Start with Search

2. Evaluate

5. Bond

4. Experience

3. Buy1. Need

Source: McKinsey

• Social Media touches customers after sale (Customer Service, User groups, R&D)

• Customers can evangelize

Endorsed Impressions Drive 40% Increase in Buying

• People exposed to Starbucks’ brand messages by their friends’ Facebook actions (likes, comments, etc.) are 40% more likely to buy than control group

Source: ComScore, Facebook

More Blogging = More Traffic

Source: Hubspot, 2012

More Blogging = More Leads

Source: Hubspot, 2012

Blog Threshold: Traffic

Source: Hubspot, 2012

Blog Threshold: Leads

Source: Hubspot, 2012

Twitter Threshold

Source: Hubspot, 2012

Facebook Threshold

Source: Hubspot, 2012

April May June July Aug Sept0

50

100

150

200

250

300

350

400

8

2050

230

330350

Quantity and Quality

76

71

Thousand Impressions per $5000

Source: Google, B2B ratecards, SMC Analysis*AdWords keywords for Professional Service Firm

DISGUISED CLIENT EXAMPLE

B2B site

Extra Slides

The Classical Marketing Funnel

• Pre-Google: Optimized for one-way communication/ Mass Media• Pre-Facebook: No return path for comments, questions, etc.• Pre-Blog: Cost of producing and distributing messages way down

(Websites, Blogs, etc.)

• Media habits have changed significantly– Two-way media way up (Online, Mobile), One-way Media flat or down (TV, print)

Awareness Familiarity Trial Purchase Loyalty

Old Ways of Reaching Customers are Dying

New Eras Require New ToolsEra Right ToolPublishing (1700-2000)

Advertising Agency

Search (2000-2010)

Search Engine Optimization

Discovery (2010-present)

Social Media

One-Way to Two-Way

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

- Scott Cook, Intuit CEO

Everyone is jumping in…Percentage of US Companies with presence on Social Network; n=1200

Source: InSites Consulting, June 2012

Blogging Drives a Significant Increase in Leads

• Businesses that blog, on average get 55% more website visitors, 97% more inbound links, and 434% more indexed pages than businesses that don’t blog.

• Businesses that blog at least 20x per month generate nearly 4x more leads than those that don’t blog.

• Businesses that blog at least 20x per month generate over 5x more traffic than those that blog fewer than 4x per month

Source: Hubspot

But This Stuff is HardBlogs Updated within the Last 120 DaysN= 133,000,000

Source: Technorati, 2008

What We Do

• Start with Strategy: Align Social Media Strategy with Business Strategy: – Who you are reaching– How you are reaching them– What problem you solve for them

• Social Media that doesn’t connect to your business strategy is a waste of time and money

Three Complementary Strategies

• Targeted to the segment

• Success is getting the customer into conversation

• Targeted to the individual

• Success is getting the customer to enter the purchase funnel

Monitor Broadcast Converse

• Listen to the segment

• Success is understanding segment needs

We create and coordinate presences on the relevant Social Platforms

Your Hub(website)

Blog

Newsletter

Architecture for Social Media

Listening

Broadcasting• Creation• Curation• Amplifying

Conversing• Responding• Direct Interaction• Customer Service

And your Content Asset Grows in Value

Sources: Google, Eloqua, Kapost

Eight Uses for Social Media

1. Branding and awareness2. Protecting Reputation3. Customer Service4. Public Relations5. Build User Communities6. Facilitate R&D7. Recruiting8. Leads and Sales

Which ones fit with your business?

Omaha, NE 402 403 5122

New York, NY 347 894 2081

San Jose, CA 408 824 1184

London, UK +44 203 051 4639

Hong Kong +852 5808 2693

info@socialmediacontractors.com

Extra Slides

Twitter Customer Service

40% of Companies are blogging

Nearly 40% of U.S. companies use blogs for marketing purposes.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33689/10-Genius-Ideas-That-Changed-Marketing-Forever.aspx#ixzz28odJQskT