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SOCIAL MEDIA FOR BUSINESS Effectively leveraging this powerful marketing tool. Eric D. Schulz Co-Director of Strategic Marketing and Brand Management.

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Presentation on theme: "SOCIAL MEDIA FOR BUSINESS Effectively leveraging this powerful marketing tool. Eric D. Schulz Co-Director of Strategic Marketing and Brand Management."— Presentation transcript:

1 SOCIAL MEDIA FOR BUSINESS Effectively leveraging this powerful marketing tool. Eric D. Schulz Co-Director of Strategic Marketing and Brand Management

2 Social Media is a powerful force Consider these facts. Social media site users spend an average of 5.4 hours a month engaged in networking sites. Facebook attracts million unique visitors a month. Half of TV viewers tweet about TV shows.

3 Facebook: 53.5 Billion Minutes Per Month Top 10 US Web Brands by Aggregate Time Spent: US Web users monthly minutes in billions, home and work Source: The Nielsen Company

4 Facebook: Time on site per user Top 10 Web Brands by Time Spent Time per viewer, hours, minutes per month, August 2011 Source: The Nielsen Company

5 Facebook USA: 140 Million Users Top Network & Blog Sites Average monthly unique visitors, Q Source: The Nielsen Company Facebook reaches 70% of active internet users

6 Rise & Fall: Facebooks Steady Climb Top Social Networking Sites and Forums By US market share of visits (%), Source: Experian Hitwise

7 51% access Facebook via mobile Facebook, Twitter Reach among Smartphone Users 3-month average, ending June 2011 Source: Experian Hitwise

8 Preferred brand connection: Facebook Preferred Social Network for Brand Connection % of social network users, May 2011 Source: Edison Research and Arbitron

9 Google+ gaining ground Top Social Networking Sites and Forums U.S. market total visits, Week ending September 24, 2011 Source: Experian Hitwise

10 Social Network Site Usage Growth Social Network Site Use Growth % of online adults, Source: Pew Internet & American Life Project

11 Lifestyle / Entertainment Social Media Use for Lifestyle/Entertainment Purposes % of respondents, October 2011 Source: NM Incite

12 Twitter Users Discuss TV Shows Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com

13 68% of marketers challenged by social media Marketing Challenges Reported by CMOs % of respondents, October 2011 Source: IBM

14 Google Alerts: Monitoring Tool Popular Social Media Monitoring Tools % of respondents, August 2011 Source: WebLiquid and RSW/US

15 Social Media Advertising: Lagging Reactions Consumer Actions by Ad Type % who reported action in past six months, August 2011 Source: Internet Advertising Bureau

16 Marketing Planned Use of Marketing % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner

17 The Meaning of Like Consumer Expectations for Brand Liking % of Facebook users, September 2011 Source: ExactTarget

18 Facebook Expectations: Like What Constitutes Permission to Market on Facebook? % of respondents, July 2011 Source: ExactTarget

19 How often does a customer want to hear from you? Marketing Contact via Social Networks % of respondents (n=2,997) June 2011 Source: ROI Research and Performics

20 What do they want from you? Social Media Use for Products/Services Information % of respondents, October 2011 Source: NM Incite

21 What impacts purchase? Community, Social Tools that Impact Buying % of respondents, June 2011 Source: e-tailing group, PowerReviews

22 29% seek purchase advice Social Networks as a Source of Purchasing Advice % of respondents who sought advice, June 2011 Source: ROI Research and Performics

23 What products are most discussed Product Discussion via Social Networks % of respondents who had discussion in vertical June 2011 Source: ROI Research and Performics

24 Social network users offline activities Lifestyle Habits of Active Social Network Users % of total, compared to average internet users, Q Source: The Nielsen Company

25 Key mobile trends Media and entertainment are king Above all, mobile device users like to be entertained

26 Mobile web user profile AgeGenderDevice Type

27 What are mobile consumers buying on their devices?

28 Mobile site vs. mobile app When given a choice, the majority of those surveyed (67%) strongly prefer using mobile websites over mobile apps for all shopping-related activities.

29 So now what? Your social media strategy should be simple. Everything you send out must meet two of these three criteria: Is it TIMELY? Is it RELEVANT? Is it ACTIONABLE? If it isnt two out of three, DONT DO IT!

30 It works better for some business segments Vanishing inventory (move it quick before its worthless) Airline seats, sports tickets, movie tickets, restaurant seats. Time-sensitive instant offers (get some customers quickly) Restaurants, fast food, retail, entertainment, seasonal. Attracting eyes and ears (watch and listen) TV, radio stations, newspapers, websites New NEWS (breaking news) Anyone

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33 Summary Facebook is all you need to worry about. Develop a plan to send out information that is TIMELY, RELEVANT, and ACTIONABLE (2 out of 3) Try to create immediate action (disappearing offers). Offer information that helps the customer make the purchase decision. Texting (mobile) and are important components.

34 THANK YOU Eric D. Schulz Co-Director of Strategic Marketing and Brand Management


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