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![Definition
The term Social Media refers to the use of web-based and
mobile technologies to turn communication into an interactive
dialogue. Andreas Kaplan and Michael Haenlein define social
media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content."[1]
Social media are media for social interaction, as a set of methods
to enhance social communication, using ubiquitously accessible
and scalable communication techniques.](https://image.slidesharecdn.com/search-social-presentation-110829030304-phpapp02/75/LBi-Search-Social-Presentation-11-2048.jpg)
Uploaded byGus Murray
LBi Search & Social Presentation
This document discusses social media and its importance for businesses. It defines social media as internet applications that allow users to create and share content. It notes that social media has transformed passive consumers into active content creators. The document then discusses why businesses need a social media presence, noting that search engines now factor social signals into rankings, meaning social media engagement can improve search visibility. It provides statistics showing the influence of social media on online consumer behavior and purchasing decisions. Finally, it offers advice on how businesses should use social media to build relationships and engage customers.
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LBi Search & Social Presentation
- 2. LBi Search & Social OUR VIEW
- 3.
- 6. AGENDA • What isSocial Media? • Why do you need it? • How should you use it? • Cases • Q&A
- 7. What is SocialMedia? 1.
- 8. Yesterday The web allowedpeople to connect.
- 9. Today The web allowsconsumers to mobilize.
- 10. Social Media Is aboutHumanizing the web
- 11. Definition Theterm Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media are media for social interaction, as a set of methods to enhance social communication, using ubiquitously accessible and scalable communication techniques.
- 12. Simply... People are no longer simply consumers of content, but active content publishers. - Direct Online Marketing
- 13. User base: 750+million Use: Customer Service Deals & Savings Product / Service updates Contests / Event Info.
- 14. User base: 200+million Use: Customer Service Research Lead generation Reputation management
- 15. User base: 120+million Use: Lead Generation Recruitment Company Information Industry discussion
- 16. User base: 490m+users per month Use: Webinars FAQs Product Demonstration User Generated Content
- 17. User base: 100+million Use: Connections Promotions Endorsements Publicity
- 18. Don’t worry aboutthe platform, Worry about where your audience is...
- 19. Most companies arealready on social media whether they like it or not...
- 20. Etihad unofficial account Hasmore follows than official accounts
- 21. Haché Gourmet Burgers 23tips - over half are not positive
- 22. Leveraging social mediaplatforms
- 23. Why do youneed it? 2.
- 24. 1. One bigreason....
- 26. Being on Google= $$$ No 1 on Google = $$$.$$$
- 27. Search has evolved Rankingis calculated using many variables Media SEO Included in Results: • Images • Videos • Social updates • Location • Reviews • Shopping
- 28. to Search Engines… SocialSignals = Quality Signals
- 29. The Road toSEO Dominance Build reach and value by link building and social activities Optimize on-page content and technical foundation Define keywords and for users and search phrases to target and engines dominate in the Establish SEO business competitive space objectives and target group Search Space Authority
- 30. How many peopleclick on the top result of google?
- 31. 5 seconds 5 sec. Is2nd place enough?
- 32.
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- 35. Click Distribution 9% 1% 90% Page 1 Page 2 Page 3-100
- 36. The Future ofSearch Rank signals 2011: • Perceived value to users • Social signals • Click-through rates & bounce rates • Paid links are decreasing • You have to owe it – can’t just buy it.
- 37. “ Don’t ask what Social can do for you… Ask what Social can do for your Search Rankings Had J.F K. been a part of LBi
- 38.
- 39. 12x the trafficon Facebook
- 40. Facebook Edgerank 1 2 3 Content Relationship Recency weighting
- 41. Discovery News Social Feeds Search Search Intent
- 42.
- 43. 46% 78% “ “ of daily searches are of internet users for info on products or conduct product services. research online. Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
- 44. "Social media accountsfor one out of every six minutes spent online in US." - Journalism.co.uk
- 45. It’s not justfor fun & games
- 46. 1 = 20 Facebook Fan Unique website visitors Source: Experian – Hitwise Intelligence
- 47. The av. Facebookfan spends twice the dollar amount of a non-Facebook fan. Source: Experian – Hitwise Intelligence
- 48. 31% of sitetraffic comes through sharing How much is a +30% increase in web traffic worth to your business? Source: Sharethis, 2011
- 49. Think social engagement doesn’tinfluence sales?
- 50. A visitor comingfrom a social media site is ten times more likely to make a purchase online than an average visitor- 7% vs 71%. (Simply Zesty, 2010)
- 51. Consumers’ purchase behavior ischanging
- 52. 28% 30% “ “ Social media plays a Social media valuable role in helping helped eliminate consumers become brands from aware of new brands consideration. and products. Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
- 53. 40% 30% “ “ of consumers visit a Purchased a retailer’s Facebook product or service page before their from a Facebook website link. Source: 2011 Social Commerce Study, April 2011
- 54. High levels ofconsumer engagement related to sales.
- 55. 64% of Twitter users are more likely to purchase from businesses that answer their questions. Source:InboxQ study, April 2011
- 56.
- 57. New customer acquired Existing customer retained
- 58. 90% expect aresponse within 1 hour Source: eConsultancy - http://www.econsultancy.com
- 59. How should youuse it? 3.
- 60.
- 61. Reaching Goals Determine Set Exectute Measure Goal Targets
- 62. Building Social Relationships Build Listen Create Be Present to the Conversation audience Friendship
- 63. Turn LIKE intoLOVE Rewards + Engagement + Story Telling • Exclusive Offers • Listening • Transparency • Discounts • Helping solve customer • Bring interesting • Special content problems information to light • Access to events • Answering questions • Infographics • Responding • Shareable Content
- 64. Where does socialbelong?
- 65.
- 66. Different models of resourceallocation.
- 67. ROI $$$ $$$ Non-financial Financial Investment Action Reaction Impact Impact
- 68. ROI $$$ $$$ Non-financial Financial Investment Action Reaction Impact Impact s 25,000 kr. he nd is. Q4. 12,000 Net nc e. o h for Q4. u la pag sp t e o 30,000 people opt-in. New Transactions r ny ok le ly t Website visits increase. = pa bo p e eo itiv 3x increase in brand mentions. + 120,000 kr m e P s Co Fac 37% increase in positive sentiment. po
- 69. Quality of socialtraffic Web traffic funnel Total searches for target keywords Click Through Rate - CTR Higher converstions Add to basket Social Traffic Check-out Sales per visit
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- 72. Recruitment 234% more trafficfrom social media than other sources
- 73. Room sales 1,000 roomsbooked
- 74. Social media isn’t just for B2C!
- 75. Product Launch Saved $100,000through exclusive use of social media
- 76. Lead Generation 42,000 leadsvia their blog
- 77. User Innovation 70.000+ ideasgenerated
- 78. Recap > Determine thebusiness objective first > Social Media - you’re already on there > Your social activity influences your ranking > Fans = Visits > Social Media is free - being socially engaged is not > Social Media requires organizational commitment > Measure your ROI on social activities Pick up the phone when your social customers call…
- 79. Thank-you! Follow us on Twitter: @ideasoutloud (Gus) @christianbirk @lbidenmark
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