Social media - from mystery to mastery
-
Upload
visualizing-trends-to-increase-market-performance -
Category
Career
-
view
1.092 -
download
0
Transcript of Social media - from mystery to mastery
Digital Marketing
C2PEG
CREATIVE DIGITAL
630.537.0273RageAgency.com
Social Media
eCommerce
mCommerce
Jobsearch
Q&A
SOCIAL MEDIA
There are hundreds of first-level social media sites
They are communities They are where customer hang out They are where you market yourself
People love to belong People love to share
CONSUMERSCrave compelling content
The consumer is now in control of
what they view, when they view,what they share
STORY TELLINGReplaces overt marketing messages
We can no longer pushour messages across,
we need to pull customers in with engaging, useful content.
MARKETING IS DEADLong Live Marketing
Consumers should not have any idea they are part of a “campaign” when they’re
interacting with your brand’s digital marketing creative.
Customers fluidly move between devices, channels, and screens and expect that their experience should beseamless, engaging,and fun
MARKETING BY THE NUMBERS
Results from a survey of almost 4,000 marketers
BENEFITS OFSocial Media Marketing
on social media marketing
HOURS / WEEK
64% of marketers use social media
for 6 hours or more
#WEEK HOURS EXPENDED
SOCIAL MEDIA PLATFORMS used most often by marketers
Facebook leads the pack
Slideshare joins the pack
YouTube used more by big biz than small biz
CHANGES BY MARKETERSIn Social Media Activities
Marketers plan on increasing activity by
66% in Twitter, YouTube and
PAID SOCIAL MEDIAWhere do marketers spend money on ads?
TYPES OF CONTENTused in social media marketing
Note: B2B marketers are much more likely to use blogging (77%) when compared to
B2C marketers (64%).
WEBSITE & LANDING PAGES
WEBSITE
10 People Visit
1 Visitor Buys 5 Visitors Buy
10 People Visit
= $ = $$$$$
WEBSITECONTENT
OMNIPRESENT, INTEGRATED
‘Push’ to channels
reach audience irrespective of channel
= $$$$
91% of consumerscheck their emailat least once aday.
The #1 email clientfor Gmail users is theiPhone’s built-in mailapp, with 34% of allGmail opens.
17% of marketers arenot tracking emailmarketing metrics fortheir organizations.
Email open ratesare noticeablylower on weekends than onweekdays.
66% of in-housemarketers rateemails as having“excellent” or “good” ROI
32% of marketers do nothave a strategy in placeto optimize emails for mobile devices.
Over half ofbusinessesachieve over 10% of total sales throughemail marketing.
56% of businessessay they plan to increase their useof email marketing.
Over half ofsmartphone usersgrab theirsmartphoneimmediately afterwaking up.
Email marketinghas an ROI of4,300%.
Less than 1 in 2000 subscribersmark an emailas spam.
Over 70% of mobile purchasing decisions are influenced bypromotional emails.
Over 20% of marketing emailsnever make it to a subscriiber’s inbox.
Email is the mostpopular activity on smartphones amongusers ages 18-44.
The Case for Email Marketing
ECOMMERCE
More than 80% of store shoppers check prices online. -MIT
Customers are going from screen to store and store to screen
as they engage in buying behavior
Whether B2B or B2C, omni-channel retailing
is about 1:1 experiences across the gamut of devices
(and channels) that consumers use.
OMNICHANNEL
Channels include retail stores, online stores,
mobile stores, mobile app stores, telephone sales and any other method
of transacting with a customer
Transacting includes browsing, buying, returning
as well as pre-sale and after-sale service.
Brands will proactively engage shoppers instead of waiting to be contacted
Shoppers typically only interact with a live person after a sale,
because something has gone wrong.
Online conversion rates at 1% to 3% are much lower than the
20% to 30% of in-store conversion rates.
WHAT TO EXPECT
By 2017, U.S. customers’ mobile engagement behavior
will drive mobile commerce revenue in the U.S. to 50% of U.S. digital commerce revenue.
-Gartner
WHAT TO EXPECT
Retailers will staff their online stores the same way they staff their
physical stores
WHAT TO EXPECT
Real-time, actionable analytics to offer assistance before
they leave your site.
WHAT TO EXPECT
e.g. abandoned carts
B2B ecommerce
• is going mobile • is going integrated • is going marketplace (carefully)
(Integration allow companies to include data like inventory levels, customer-specific pricing,
and order history on their sites)
WHAT TO EXPECT
B2B buyers want detail.
They want product specs, rich media and high resolution product images,
and merchandising guidelines.
These details help build trust and rationalize purchases.
WHAT TO EXPECT
MCOMMERCE
30% is Mobile
(up from 24% in 2014)
50% by 2017!
Mobile taking a bigger piece of eCommerce
60% of US Population Own Smartphones
RealTruck focused on mobile for web Their sales are expected to grow by 107% in ‘16
The increase in mobile shopping is leading more U.S. retailers to invest in mobile apps,
which can provide features not available on a mobile web site
Mobile is far outpacing the growth of e-commerce as a whole. growing faster than e-commerce in the ‘90s when online shopping was
just taking off.
-Forrester
FUTURE
> Yet more new players > Facebook makes play for Websites
> Increasing Social Isolation
>> Drive for Greater Engagement
(share anecdotes about Hot Wheels, McDonalds and Victoria Secret)
JOB SEARCH
What can I do?
Social media to market my talents/search
Best platform/tools to use
Brand You: Build a business website
Share You: Write and publish on LinkedIn
Engage You: Use social media
Be You: Thought Leadership
Involve You: Volunteer, get involved
Resume Gap Coverage: Managentum
Build your connections: classmates.com
Mark Stach
Managentum
Analyze Your target companies
Look at website(s):Mobile Friendly? Run the google mobile test
Fast enough? Run the google page speed test Calls to action? Is the company passive or
actively generating leads?
Look at social media:Engaging?
Omnipresent? Passive or active voice?
Shares or original content?
Q&A
Differentiate between Fast Moving Consumer Goods
and Consumer Durables Techniques/Strategies
Some Rage Properties
Milkstop Creative
The Politiker
DIGITALMARKETINGOnline marketing like the big guys,priced for the smaller guys
>> Increase Revenue
>> Get New Customers
>> Expand Your Reach >> Leverage Analytics
>> Be Relevant
>> Be Consistent
630.537.0273RageAgency.com
CREATIVE DIGITAL
SERVICESSpend more time running yourbusiness and less time worrying!
* Websites* Videos* Social media* Marketing campaigns
* Content creation* Promos* Banana peeling* Marketing strategy
CONSUMERS HAVE EVOLVEDBusinesses must move from
social mystery to social mastery
SOCIAL MATURITY MODELMany businesses are still in stages 1 and 2
STAGE 1
PLANNING
STAGE 2
PRESENCE
STAGE 3
ENGAGEMENT
STAGE 4
FORMALIZED
STAGE 5
STRATEGIC
STAGE 6
CONVERGENCE
Listen & Learn Stake our ClaimDialog Deepens
RelationshipsOrganized for
ScaleBecome a Social
BusinessBUSINESS IS
SOCIAL
Understand how customers use social channels
Amplify existing marketing efforts
Drive purchase considerations
Set governance for social
Scale across business units
Social drives transformation