Social MediaSocial Media

June 21, 2011

Presented by

Patrick W. Giammarco

Presented to

College of Business and Innovation, Executive Center for Global Competitiveness

Sponsored by

How are businesses using digital and social media tools for marketing and branding?

AgendaAgenda

• The Changing Landscape

• Inbound vs. Outbound Marketing

• Social Media Marketing

• Content Marketing

• Viral Marketing

• Social Review and Couponing

• Digital and Print Converge

• Q & Ado.ning.com

Before Google Before Google (10+ years ago)

Before Before Social Media Social Media (2 to 10 years ago)

The Age ofThe Age ofSocial Media Social Media (today and future)

Ninety percent of consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online

Nielsen Global Online Consumer Survey, 2009

“… the Internet has turned what used to be a controlled, one-way message into

A real-time dialogue with millions.

DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010

OUTBOUND VS. INBOUND MARKETINGOUTBOUND VS. INBOUND MARKETING

* Telemarketing * Tradeshows* Direct mail * Email blasts* Print ads * TV/radio ads

* SEO * Landing pages* Blogging * PPC* Content * Buzz

SO•CIAL ME•DI•A SO•CIAL ME•DI•A [soh-sh[soh-shuh uh l mee-dee-l mee-dee-uhuh]]

Wikipedia defines social media as how people discover and share news, information, opinions, insights, experiences and perspectives with each other.

It’s the democratization of information, transforming people and businesses from just content consumers into content publishers

Image from www.istrat.in/blog/?tag=/facebook

“ …… Social Media is

Word of Mouth Marketing

on steroids.

79% of adult Americans use the Internet.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

78% of Internet users conduct product research online.

.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

9 out of 10Internet usersvisited a socialnetworking site each month in 2010

83% of Millenials

have joined a social network

SOURCE: Pew Internet Generations 2010 report

YouTube is the 2nd largest search engine in the world

Facebook Facebook added over added over 200 million 200 million users in less users in less than a yearthan a year

Years to reach 50 million users...

IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 3rd MOST POPULATED IN THE WORLD

1 out of every 8 minutes online is spent on Facebook

40% of Facebook’s user base is age 35+

4 Cs of

Social Media Marketing

Content + Context + Connection + Community

http://www.wholefoodsmarket.com/facebook/

https://www.facebook.com/wholefoods

Social Media Advertising

RESULTS:• Increased engagement• Increased connections• Increased intent to buy• Increased awareness

Create

Content

People

Want

• EDUCATIONAL EBOOKS• HOW-TO VIDEOS• ONLINE CALCULATORS• PLANNING TOOLS• ANSWERS TO COMMON QUESTIONS

“… Social media is impotent without

content marketing.

ANN HANDLEYHEAD OF CONTENT, MARKETING PROFS AND AUTHOR, CONTENT MARKETING

“

STEPS

•Messaging

•Architecture

•Website

•Automation

•Measure

RESULTS

•Revenue

•Leads

•Web Traffic

•SEO Keywords

http://www.youtube.com/user/Blendtec?blend=1&ob=5

http://www.yelp.com/biz/toledo-blade-co-toledo

DIGITAL and PRINTPRINT

(finally)

QR Codes

Questions?

Thank You…Thank You…

Patrick W. Giammarco