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Social media - from mystery to mastery
The document discusses the evolution of digital marketing, emphasizing the need for brands to engage consumers through compelling content rather than traditional advertising methods. It highlights the importance of social media and email marketing, detailing how consumers expect seamless interactions across various platforms. Additionally, it outlines emerging trends in e-commerce and the necessity for businesses to adapt to changing consumer behaviors, particularly in mobile commerce.
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Social media - from mystery to mastery
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- 9. There are hundredsof 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
- 10. CONSUMERS Crave compelling content Theconsumer is now in control of what they view, when they view, what they share
- 11. STORYTELLING Replaces overt marketingmessages We can no longer push our messages across, we need to pull customers in with engaging, useful content.
- 12. MARKETING IS DEAD LongLive Marketing
- 13. Consumers should nothave any idea they are part of a “campaign” when they’re interacting with your brand’s digital marketing creative.
- 14. Customers fluidly move betweendevices, channels, and screens and expect that their experience should be seamless, engaging, and fun
- 15. MARKETING BYTHE NUMBERS Resultsfrom a survey of almost 4,000 marketers
- 16. BENEFITS OF Social MediaMarketing
- 17. on social mediamarketing HOURS / WEEK 64% of marketers use social media for 6 hours or more #WEEK HOURS EXPENDED
- 18. SOCIAL MEDIA PLATFORMS usedmost often by marketers Facebook leads the pack Slideshare joins the pack YouTube used more by big biz than small biz
- 19. CHANGES BY MARKETERS InSocial Media Activities Marketers plan on increasing activity by 66% inTwitter, YouTube and LinkedIn
- 20. PAID SOCIAL MEDIA Wheredo marketers spend money on ads?
- 21. TYPES OF CONTENT usedin social media marketing Note: B2B marketers are much more likely to use blogging (77%) when compared to B2C marketers (64%).
- 22. WEBSITE & LANDING PAGES WEBSITE 10People Visit 1 Visitor Buys 5 Visitors Buy 10 People Visit = $ = $$$$$
- 23. WEBSITE CONTENT OMNIPRESENT, INTEGRATED ‘Push’ tochannels reach audience irrespective of channel = $$$$
- 24. 91% of consumers checktheir email at least once a day. The #1 email client for Gmail users is the iPhone’s built-in mail app, with 34% of all Gmail opens. 17% of marketers are not tracking email marketing metrics for their organizations. Email open rates are noticeably lower on weekends than on weekdays. 66% of in-house marketers rate emails as having “excellent”or “good”ROI 32% of marketers do not have a strategy in place to optimize emails for mobile devices. Over half of businesses achieve over 10% of total sales through email marketing. 56% of businesses say they plan to increase their use of email marketing. Over half of smartphone users grab their smartphone immediately after waking up. Email marketing has an ROI of 4,300%. Less than 1 in 2000 subscribers mark an email as spam. Over 70% of mobile purchasing decisions are influenced by promotional emails. Over 20% of marketing emails never make it to a subscriiber’s inbox. Email is the most popular activity on smartphones among users ages 18-44.
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- 26. 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
- 27. Whether B2B orB2C, omni-channel retailing is about 1:1 experiences across the gamut of devices (and channels) that consumers use. OMNICHANNEL
- 28. 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.
- 29. Brands will proactivelyengage 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. WHATTO EXPECT
- 30. 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 WHATTO EXPECT
- 31. Retailers will stafftheir online stores the same way they staff their physical stores WHATTO EXPECT
- 32. Real-time, actionable analytics tooffer assistance before they leave your site. WHATTO EXPECT e.g. abandoned carts
- 33. B2B ecommerce • isgoing 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) WHATTO EXPECT
- 34. B2B buyers wantdetail. They want product specs, rich media and high resolution product images, and merchandising guidelines. These details help build trust and rationalize purchases. WHATTO EXPECT
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- 36. 30% is Mobile (upfrom 24% in 2014) 50% by 2017! Mobile taking a bigger piece of eCommerce 60% of US Population Own Smartphones
- 37. RealTruck focused onmobile for web Their sales are expected to grow by 107% in ‘16
- 38. The increase inmobile shopping is leading more U.S. retailers to invest in mobile apps, which can provide features not available on a mobile web site
- 39. Mobile is faroutpacing the growth of e-commerce as a whole. growing faster than e-commerce in the ‘90s when online shopping was just taking off. -Forrester
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- 41. > Yet morenew players > Facebook makes play for Websites > Increasing Social Isolation >> Drive for Greater Engagement (share anecdotes about Hot Wheels, McDonalds and Victoria Secret)
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- 43. What can Ido? Social media to market my talents/search Best platform/tools to use
- 45. Brand You: Builda 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
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- 48. Analyze Your targetcompanies 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?
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- 50. Differentiate between Fast MovingConsumer Goods and Consumer Durables Techniques/Strategies
- 51. Some Rage Properties MilkstopCreative The Politiker
- 52. DIGITAL MARKETING Online marketing likethe big guys, priced for the smaller guys >> Increase Revenue >> Get New Customers >> Expand Your Reach >> Leverage Analytics >> Be Relevant >> Be Consistent 630.537.0273 RageAgency.com CREATIVE DIGITAL SERVICES Spend more time running your business and less time worrying! * Websites * Videos * Social media * Marketing campaigns * Content creation * Promos * Banana peeling * Marketing strategy
- 53. CONSUMERS HAVE EVOLVED Businessesmust move from social mystery to social mastery
- 54. SOCIAL MATURITY MODEL Manybusinesses 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 Claim Dialog Deepens Relationships Organized for Scale Become a Social Business BUSINESS 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