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Social Media In Business
  Why & How Businesses are Going Social




            Gayle Christopher, PhD
      @gchristo | http://www.gaylechristopher.com
Owned, Paid, and Earned Media
As of December 2011

• 800 million FB users
• 100 million active Twitter users
• 39 million tumblr blogs
• 70 million Wordpress blogs


• Social networking accounts for 16.6% of all time spent online
• 9 out of 10 US internet users visited a SN site in a month
• 1 in 6 minutes online is spent on a SN site



           2.4 Billion social network accounts worldwide
Also, lead generation, customer relationship management,
product development
Overall, 91% of the Inc. 500 are using social media to market their brands.
paid media
Also, inbound-sourced (SEO) leads close at more than 8X those of outbound-sourced leads.
How are businesses getting social media done:
12 Reasons Businesses Should Blog


1. Search Engine Bennies
2. Marketing Differentiation
3. Infinite Search Life
4. Virtual Sales Call
5. Content Engine
6. Direct Sales
7. Indirect Sales
8. Public Relations
9. Product Development
10. Crisis Management
11. Customer Support
12. Reach
• 52% of consumers say blogs impacted
purchase decisions

• 57% of marketers have gotten new customers
via their blogs

• 42% of consumers look to content for info about
potential purchases

• 61% of consumers are more likely to purchase
from businesses that offer custom content

• 19% of beauty buyers who made purchases
based on blog posts say they stumbled on the
content via search
Types of Custom Content:

Blog posts
Newsletters
White Papers
Presentations/Webinars
Videos
Podcasts
Curated Lists/RSS feeds
Infographics
Apps/Games
Promotions
Examples of Effective Corporate Blogs

Starbucks (New product development, engagement, crowdsourcing)

Whole Foods (Brand image, direct sales)

Patagonia (Brand image, community engagement)

Marriott (Customer satisfaction, sales, crisis management)

Fiskars (Customer engagement, brand awareness)

Disney Parks (behind the scenes)

Flickr (community engagement)

Network Solutions Small Business (relevant, topic-specific information)
Top 10 corporate blogs 2011

Seomoz.com
Kissmetrics.com
Compassion International
Hubspot
Flowtown
Arment Dietrich
Exact Target
Playstation
Radian6
Webtrends
Wildfire



Source: http://socialfresh.com/top-corporate-blogs/ (based on calls to action, content, consistency, and audience)
See also: http://www.invesp.com/blog-rank/Corporate_Blogs
Resources
http://www.umassd.edu/cmr/studiesandresearch/2012inc500socialmediaupdate/

http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-
media.html

http://technorati.com/social-media/article/state-of-the-blogosphere-2011-part1/

http://socialfresh.com/top-corporate-blogs/

http://www.invesp.com/blog-rank/Corporate_Blogs

http://www.sysmos.com

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_US_Digital_Futur

http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/
Social Media In Business
   Why & How Businesses are Going Social




            Gayle Christopher, PhD
      @gchristo | http://www.gaylechristopher.com

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Why & how businesses are going social