Social Media’s Impact on Your Business: What Tomorrow’s Leaders Need to Know - Presentation for the MHEDA Emerging Leaders COn

1. Introducing….
Social Media’s Impact on Your
Business: What Tomorrow’s Leaders
Need to Know
Mark Juelich
Chairman/CEO, American Warehouse
Systems, LLC.
Brian Bluff
President & Co-Founder, Site-Seeker, Inc.

2. What We Will Cover
n Why should you play?
n How did we get here?
n The ride thus far
n Internet marketing – what, how, why
n Strategy
n Compelling data
n Conclusions and advice
n Questions – Anytime!
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

3. Why Should You Play?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

4. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

5. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

6. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

7. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

8. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

9. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

10. How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

11. The ride thus far.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

12. The ride thus far.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

13. The Ins And Outs Of Internet Marketing
Vertical
Websites Social
Media
Your Website
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

14. Search Traffic Is Steady
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

15. Social Traffic Is Event Driven
Twitter Traffic - Influenced by:
• Quality of content
• Number of followers
• Tweet volume
LinkedIn Traffic - Influenced by:
• Number of connections
• Profile updates
• Discussions created
• Popularity of discussions
(comments)
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

16. Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

17. Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

18. Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

19. Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

20. Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

21. Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

22. What’s in it for my company?
• Relationship Development
• Expand Network
• Communication
• Branding
• SEO
• Lead Generation
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

23. Repurpose Content: Think Once, Distribute Multiple Times
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

24. Visit Duration & Pages Per Visit - Non Bounce
n When visitors stick
o Spend 3 to 5
minutes on your
site
o View 4 to 5 pages
n Data from 22 B2B
companies and
50,000 visits
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

25. Mobile Explosion
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

26. B2B Mobile Visits on the Increase
• 19 B2B Website
• Mostly manufacturers,
some national distributors
• Date:
• 1/20/12 – 2/19/12
• 1/20/11 – 2/19/11
• Visits
o 2012: 42,594
o 2011: 42,913
138% increase in mobile
traffic from 2011 to 2012
across all sites
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

27. B2B Mobile Visitors…
bounce at a
8% higher
rate
Visit 0.85 less
pages
Spend 29
seconds less
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

28. Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

29. Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

30. Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

31. Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

32. Conversion and Last Click Attribution
Multi-Channel Funnels
Old rule of thumb: It
takes seven touches
to close a deal
New rule of thumb:
people don’t buy/
contact of the first visit
Latent conversion
causes bad decisions
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

33. Conversion Rates Should Be Understood
How many contact us page visitors
advanced in the sales process?
• Click to get (29%)
o 73 phone number
o 51 address
• 40 Sent an email (9.25%)
o Is this good?
o What is your conversion
rate?
Two questions
• When bidding what are your
chances of closing the deal?
• What are the chances a visitors
they will become a lead?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

34. When Do People Interact With Your Content
In this small sample:
• 16% more traffic on Saturday
• Peak hours – 8a to 9p
Peak
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

35. Conclusion: Necessity of Social Media
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Site-Seeker, Inc. © 2011

36. Conclusion: Ideal Internet Marketing Program
Create Engage
Share
GOL: Keep visitors on your site, reading content and viewing pages
Get Found Measure
Test
Adjust
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

37. Conclusion
Social + Search = Growth
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

38. Conclusion
If done right you will get a 10x ROI
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

39. Conclusion
The value of great content has never been
lower, the importance has never been
higher.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

40. Conclusion: Leading your company toward a successful future
Fight to get
here!
Young
• Read
High
• Try
• Falter
• Succeed
New Ideas • Repeat…
Low
Old
Low High
Power to Implement
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

41. Plan For Success
• Vision:
What
does
it
look
like
when
we
are
successful?
• Key Metrics:
What
can
we
measure
to
tell
us
we
are
successful?
• Strategies:
How
will
we
achieve
these
metrics?
• Actions:
Who
will
do
what
when?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

42. Building Your Team
This is your
marketing staff !
!
…but today needs
these skills… !
!
!
Hire not !
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Site-Seeker, Inc. © 2011

43. Conclusion: Listen, Share and Provide Value
10% Push 90% Pull
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort

44. Questions?? Thank You!
Mark Juelich
Brian Bluff
Chairman/CEO
President & CO-Founder
American Warehouse Site-Seeker, Inc.
Systems, LLC.
(315)732-9281, 11
(763)315-9200
brianbluff@site-seeker.com
markj@aw-systems.com
Twitter: @brianbluff
Twitter: @MarkJuelich
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort