Presentation developed and presented by Shelly Kramer of V3 Integrated Marketing. An overview of social media and its importance in today's business world, including a look at Twitter, Facebook and LinkedIn usage stats, demographics and best practices.

1. Why Social Media Matters + How It Impacts Your Business
Presented by:
Shelly Kramer, CEO
INTEGRATED
MARKETING
Vision + Voice + Value

2. 3 Years Ago, I was Using
0
Technology
No SmartPhone
No Business Website
No Social Media
I didn’t need them to be
successful.
Sound familiar?

3. Today, my life is slightly
different – and so is my
business
Business Owner, Blogger, Social Media
Believer, Marketer, Online Expert, Web
Developer and User Experience Nut,
Stats Obsessed-ROI Focused Geek,
Industry Expert, Speaker.
Most Importantly,
I’m a Teacher

5. Old World Way to Reach Customers
Banner Website Search
Direct
Phone Call Center Mail
Lead
Gen
Sales Rep Phone

6. Old World Way to Reach Customers
Direct Marketing = Fire Hose

7. New World Way to Reach Customers
Video
Paid
Search
Social
IP
TV
TV
Ra4ng
Widgets
Sites
E-­‐Mail
Website
Mobile
Sales
Rep
en
Blogs
Call
Print
Center
Organic
Search
Banner
Lead
Comm
Gen
unity
Direct
mail

8. New World Way to Reach Customers
Brand Marketing = Envelope them in a Fog

9. Today’s
Website

11. Only
of Consumers Trust Advertisements.
Source:
“Marke-ng
to
the
Social
Web,”
Larry
Weber,
Wiley
Publishing
2007,
via
Erik
Qualman’s
Social
Media
Revolu-on
Video

12. Hmmm
14% vs. 78%

13. Social Media is for Leads and Sales
Percentage of companies that have acquired a customer from:
Company
Blog 46%
LinkedIn 41%
Facebook 44%
Twitter 41%
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

14. B B
B C
2 2 VS.
2010
Whitehorse
Marke-ng
Survey

19. Social Media is for Leads and Sales
Percentage of companies that have acquired a customer from:
Company
Blog 46%
LinkedIn 41%
Facebook 44%
Twitter 41%
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

20. U.S. Companies are Putting Increasing
Emphasis on Blogging
% of Total 43%
39%
34%
29%
25%
16%
2007 2008 2009 2010 2011 2012
Projected
Source: emarketer, August 2010

21. of U.S. Companies Use Blogs
for Marketing Purposes

22. increase in sales for companies that
blog over companies that don’t blog

23. Twitter is emerging as the leading platform
among the world’s largest corporations.
of Fortune Global 100 Companies have
a Twitter Account

24. Have a Facebook Account
Burson-­‐Marsteller
2011

25. Asked to rate the effectiveness
of Social Media…
Plus
said Facebook was extremely or
somewhat effective
Outsell
Annual
Adver-sing
and
Marke-ng
Survey
-­‐
2010

26. of Fortune U.S. Companies use @mention to
gauge consumer comments.
Up from 43% in 2010

27. Are re-Tweeting posts
Up 32% in 2010
.

28. How U.S. brands Use Twitter
Provide company news,
updates and announcements
Customer Service
Deals and contests related
to products and services

29.
500,000,000+
Ac4ve
Facebook
Users
110+
Million
in
the
U.S.
Alone

30.
And,
of
That
Paltry
500
Million,
Only
• 50%
log
on
on
any
given
day
and
• Spend
a
total
of
700
BILLION
minutes
–
per
day
and
there
are
only
• 900+
billion
objects
that
people
interact
with
(pages,
groups,
events,
community
pages,
etc.)
Source:
Facebook
Press
Stats

31. Pieces
of
CONTENT
shared
on
Facebook
each
WEEK
(yes,
that’s
Billion
with
a
“B”)
,000
0,000
30,00
Links,
blog
posts,
photos,
videos,
stories,
news
stories,
etc.

32. Number of Facebook Likes for
U.S. Companies Doubled
Burson-­‐Marsteller
2011

33. of U.S. Companies allow fans to post on their wall
Burson-­‐Marsteller
2011

34. Respond to wall posts
Burson-­‐Marsteller
2011

35. Let’s Talk About

36. 100
Million
Users

37. 200+ Countries
15 Million
Monthly Unique Visitors

38. the Biggest
Business
Social Network

39. Professional Networking
Covers many
key professional
categories

40. users are Senior Managers,
Middle Managers, CEOs,
Presidents, Vice-Presidents,
Sales Executives, Small
Business Owners,
Entrepreneurs
and much more.

41. is an Online Rolodex
only much more

42. More
than
80%
of
companies
use
social
media
for
recruitment
95%
are
using
LinkedIn
Source:
Jobvite
Social
Recruitment
Survey,
via
Erik
Qualman’s
Social
Media
Revolu4on
Video

43. 80%
Are
College
Graduates
53%
Earn
more
than
$100,000/year
41
years
Average
Age:

44. People don’t CARE about your
ad, they care about what their
FRIENDS and PEERS think.
CARE, Hmmm
FRIENDS

45. This
is
also
true
when
it
comes
to
recrui1ng
and/or
job
hun1ng.
Source:
2010
Nielsen
Global
Online
Consumer
Survey
via
Erik
Qualman’s
Social
Media
Revolu-on
Video

46. can
transform
your
ability
to
connect
with
other
professionals
in
an
environment
they
trust.
Take
your
business
and
professional
career
to
the
next
level.

47. How
Does
This
Impact
Your
Business?

48. Inbound Marketing is More Effective
Outbound
Ave. Cost Per Lead
Inbound is
$332 60%
lower per lead
Inbound
Ave. Cost Per Lead
$134
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

49. Those businesses that do
analyze ROI, find online
marketing more effective
than traditional marketing.
ARM
Interna-onal
Report
on
B2B
Marke-ng
-­‐
2010

50. Guess
What?
Social
Media
is
Inbound
MarkeMng!

51. Only
of B2B Marketers Formally Analyze
Metrics to Judge ROI.
ARM
Interna-onal
Report
on
B2B
Marke-ng
-­‐
2010

52. aren’t
You can’t measure Social Media like a
traditional channel
So don’t try to make an
Apple out of an Orange

53. Don’t Despair, (hang on)
Before ROI, you get this:
• Increase in site traffic
• Increase in time spent on site
• Views of a specific landing page, blog post
or offer
• Increased follower/like/friend base
• Increase in Share of Voice
• Increase in Positive Sentiment

54. PATIENCE is a Virtue
Because, what you GET is this:
• Increased revenue
• More leads
• Shorter sales cycles
• Lower customer acquisition costs
• Lower customer service costs
• Lower customer retention costs
(Bosses Are Happy!) (Priceless)

55. WHO Says
Investing in Social
Media Works?

56. Says WHO?
Invested $15K in
social media
Web traffic up 300%
Sales up 20%
Source: Erik Qualman, Socialnomics

57. Says WHO?
25% of Ford’s entire marketing
Spend is on social media
(Pssst: Think there’s a reason for that?)
Source: Erik Qualman, Socialnomics

58. Says WHO?
24%
of their leads
convert to sales
opportunities
Source: Erik Qualman, Socialnomics

59. Says WHO?
Gary Vaynerchuk says…

60. Took family wine business from
$4 Million to
$50 Million
via social media

61. He found that spending:
$15,000 on direct mail
Only Netted 200 new customers
$7,500 on billboards
Only Netted 300 new customers

62. On the other hand…
$0 on social media (other than time)
Netted a whopping
1,800 new customers

63. Back to the Tricky Question –
That Pesky ROI
The Key is BENEFITS
Short vs. Long
Finan cial vs.
Non- Financial

64. Analytics
If you’re not MEASURING,
you’re not MARKETING.

65. Create a SCORECARD

66. Scorecard
Financial Have Revenue/Profits increased?
Financial Have Costs decreased?
Have consumer attitudes about
Brand the brand improved?
Risk
Management Better prepared to find/respond?
Has the company enhanced
Digital its assets?

67. Your Scorecard
Source,
Augie
Ray,
Forrester
Genius,
hep://www.experiencetheblog.com

68. Strategy
 Measure
 Test
 Test
 Measure
me More
 Test So
e
 Measur
n
 Test Agai

69. Social Mediums Can Help
Here’s how you do it:

70. Social media allows you to do this:
Humanize your brand
Engage directly with your prospects
Provide customer service
Deepen and develop relationships
Listen to customers
Deliver what they need
That’s pretty cool, isn’t it?

71. YES!
Does it take time?

72. !
Is it worth it?
YE S

73. Stalk Me
Twitter: @shellykramer
Facebook: Shelly Kramer
LinkedIn: Shelly DeMotte Kramer
816.200.2520
shelly@v3im.com
http://v3im.com

74. Feel free to use this presentation as you wish.
Attribution would be splendid.
Special thanks to Al Bonner of Presentation
Transformations for helping to make my
presentations, and everything I do, better. You
can see more of his work at
http://presentationtransformations.com
INTEGRATED
MARKETING
Vision + Voice + Value