The Intersection of Social Media and Online Marketing

The Intersection of Social Media and Online Marketing Why and how to integrate social media into your marketing mix Sergio Balegno Senior Analyst, MarketingSherpa Lead author: Social Media Marketing & PR Benchmark Guide 1 Key Discussion Points What‟s driving the rapid adoption of social media marketing and PR?  What are barriers to social media adoption?  Which social media tactics are most effective for B2B marketers?  How to integrate social media into the mix  2 Social Media is a Level Playing Field For Companies of All Sizes 80% 76% Yes, using social media 80% No, not using social media 81% 60% 40% 20% 0% Small Business <100 employees Medium Business 100-500 employees Large business >500 employees 24% 20% 19% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • 8 out of 10 companies of all sizes using social media • Size of competitor not a barrier – level playing field • Reminiscent of the early days of the WWW 3 B2B Leads Social Media Adoption Profiles on social networks Online news release distribution Blogging on a company blog Forums or discussion groups Blogger or online journalist relations Blog or social network advertising User reviews or ratings 0% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 68% 75% 67% 78% 61% 70% 46% 55% 41% 42% 36% 26% 31% 20% B2C B2B 15% 30% 45% 60% 75% • B2B typically lags behind B2C in adopting new tactics • Not social media – B2B leading adoption of top tactics • B2B purchasing driven more by personal relationships 4 Social Media: What‟s it Good for? Very effective Somewhat effective 39% 37% 38% 33% 17% 17% 13% 39% 41% 48% Not effective 53% 8% 54% 49% 55% 9% 13% 13% 35% 45% 46% Influence brand reputation Increase brand awareness Improve search engine rankings Increase website traffic Generate leads Improve internal communications Increase online sales 0% 20% 40% 60% 80% 100% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • Social media very effective branding strategy • SEO leverages social media to improve rankings / traffic • Direct marketing lagging – quantitative / qualitative metrics 5 „Conversation‟ is Driving Adoption of Social Media Marketing & PR  Your brand is no longer what you say it is, it‟s what they say it is.  Social media is where “they” – customers, prospects, journalists and other influencers – are having conversations about your brand.  They‟re forming and sharing opinions that will impact your brand, and a social media strategy is needed to cultivate interactions. 6 Where do Buyers / Influencers Get Information About Your Product? 75% 70% 60% 45% 30% 15% 0% Social media websites 68% 57% 49% 44% Company websites Online news Review sites Wikis Source: DEI Worldwide/OTX, The Impact of Social Media on Purchasing Behavior Methodology: Survey fielded August 2008, N=500 • Social media sites have surpassed company websites • Find objective information about considered purchase • Company sites offer valuable source of subjective info 7 Buyers Share Information and Opinions with Peers Online 50% 40% 30% 20% 10% 0% Social media websites Company or news sites Others Source: DEI Worldwide/OTX, The Impact of Social Media on Purchasing Behavior Methodology: Survey fielded August 2008, N=500 45% 36% 23% • Web 2.0 tools enable sharing with friends / peers • Upside – sharing creates viral / exponential reach • Downside – vent dissatisfaction / negative commentary 8 Responding to Negative Comments About Your Brand on Social Media SMB <500 employees Large business >500 employees 47% 50% 40% 30% 20% 10% 0% We don't monitor social media commentary We monitor but don't respond externally We attempt to contact the commentator 26% 23% 31% 27% 25% 16% 4% We post a public rebuttal Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • Large companies more likely to monitor commentary • SMBs more likely to respond with public rebuttals • How to respond without drawing attention to comment 9 How Marketers are Responding to Negative Commentary “We acknowledge, admit the issue and, where possible, explain how we‟re addressing it.”  “We just erase the comment from Facebook. We don‟t engage critics.”  “We monitor everything, but respond case by case using a set of criteria we‟ve developed.”  10 Do You Have a Social Media Policy to Manage Brand Communications? 60% 50% 48% SMB <500 employees Large business >500 employees 40% 39% 30% 27% 33% 20% 19% 10% 9% 12% 13% 0% We don't need a We recognize a social media policy policy is needed but don't have one Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 A policy is in the process of being written We have written and implemented a policy • Most don‟t have a policy, but do recognize the need • No „standard‟ social media policy • Customize to your specific business situation 11 Best Practices for Writing a Social Media Policy Empower everyone to engage… responsibly  Define the “Rules of engagement”  Moderate the good, the bad, but not the ugly  12 Empower everyone to engage… responsibly!   Give employees the choice to participate  Clarify corporate versus personal participation To learn To contribute Same policies apply online Define guiding principals of engagement    Comply with general business conduct policies  13 Define the “Rules of Engagement”  Be transparent but judicious   Identify yourself, your role and be honest Don‟t violate privacy or confidentiality policies  Write what you know about  Contribute within your area of expertise  Be responsible for the content you provide  Add value to the conversation   Be a thought-leader, be thought provoking It‟s a conversation, encourage comments 14 „Moderate‟ the Good, the Bad, but not the Ugly  The act of reviewing / approving third-party content contributed to sites within your control   Anonymous content moderation mandatory Registered user content moderation optional Approve content whether favorable / unfavorable Reject the offensive, denigrating or out of context   The Good, the Bad  And the Ugly  15 Critical Barriers to the Adoption and Integration of Social Media Lack of knowledgable staff Inability to measure ROI Lack of budget funding Management resistance Technical complexity Not relevant to our market 0% 14% 18% 33% 32% 46% 43% 10% 20% 30% 40% 50% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • „Lack of knowledge‟ a barrier to adoption and success • Results in misconceptions like „Inability to measure ROI‟ • Social media ROI metrics – qualitative vs. quantitative 16 Are the Most Effective Social Media Tactics Also the Least Measurable? Very accurately measured Very effective tactic 32% Blog or social network advertsing Online news release distribution User reviews or ratings Blogger or online journalist relations Forums or discussion groups Blogging on a company blog Profiles on social networks 0% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 16% 18% 36% 15% 47% 11% 46% 11% 42% 9% 34% 7% 22% 10% 20% 30% 40% 50% • Misconception: social media not accurately measurable • Marketers accustomed to quantitative metrics • Qualitative metrics less automated, often overlooked 17 „Lack of Knowledge‟ Equals Missed Opportunities. Example: SMRs 50% 40% 30% 20% 19% 51% B2B 40% 33% 42% B2C 10% 0% Not sure what a social media news release is No, we use a traditional news release 15% Yes, we use a social media news release Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • Social Media Releases effective but under-utilized • 80% using social media / less than 20% using SMRs • When in Rome… 18 The Social Media Release (SMR) •SMR a Web 2.0 version of a traditional press release •Multi-media content, social context and sharing tools • Optimizes engagement with social media influencers 19 The Social Media Newsroom • Social Media Newsroom highlights recent news • Provides a snapshot of company / brands • Consolidates content for access via social mediums 20 Best Practices for Creating a Social Media Release  Follow website template or use free service  SHIFT, PitchEngine or PRX Builder (PR Newswire)  Embed links, photos, videos, widgets, etc  Emulate successful social media releases  Find examples on major newswire services Enables comments, trackbacks, sharing Improves SEO / increases natural search rankings Public commentary a new concept for PR industry Use guidelines from Social Media Policy 21  Power SM Newsroom with a blogging engine    Join the conversation / embrace controversy   Options for Distributing Your Social Media Release  Email pitch to influencers with links to SMR  Controls distribution to key journalists and bloggers  Pitch avoids issue of emailing html version of SMR  Disseminate SMR via major newswire service  Most newswires now support SMR components  Reaches broader sphere of journalists, bloggers and customers and prospects  Use both options  Email pitch with link to SMR and dissemination via newswire combined produces optimal result 22 Who‟s Integrating Social Media Tactics into the Marketing Mix? Marketing/PR at a company Marketing/PR at agency/consultant 50% 46% 40% 38% 45% 30% 20% 10% 0% Yes, with online and offline tactics Yes, with online tactics only 1% 1% 25% 22% 11% Yes, with offline tactics only No, we do not integrate social Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • Agencies more likely to integrate both online & offline • Integration with online tactics by simply adding a link • Tracking thru buying cycle to conversion automated 23 How Well Does Social Media Fit With Other Tactics in the Mix? Very complementary Somewhat complementary 58% Not complementary 36% 6% SEO Email Paid search Direct mail Print ads 0% 18% 31% 39% 50% 10% 52% 17% 47% 36% 13% 48% 39% 20% 40% 60% 80% 100% Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • Social media a better fit with online tactics than offline • Social media has become integral component of SEO • Combine targeting of email with reach of social media 24 Dentyne Campaign: Integrating Traditional and Social Media Tactics • Social media concept: Facebook „friend request accepted‟ • Traditional media (print ad) drives traffic to YouTube video • Viral effect generates exponential reach for campaign 25 Who Plans and Executes Your Social Media Programs? 80% 78% 60% 40% 20% 12% 0% In-house marketing/PR person or team 9% Agency or consultant Agency or consultant 'not 'specializing' in social media specializing' in social marketing/PR media marketing/PR Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • 8 in 10 companies plan and execute in-house • Time-intensive strategy, more cost efficient in-house • Internal „Lack of knowledge‟ reason to outsource 26 Who Plans and Executes Social Media Programs More Effectively? 80% 60% 58% 69% 57% 42% 31% 43% Effectively Not effectively 40% 20% 0% In-house marketing/PR person or team Agency or consultant Agency or consultant 'not 'specializing' in social media specializing' in social marketing/PR media marketing/PR Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008 Methodology: Fielded December 4-10, 2008, N=1886 • Self-evaluation of client-side social media marketers • Social media agencies / consultants are more effective • Decide what to outsource for maximum effectiveness 27 Thank You  Sergio Balegno      Senior Analyst, MarketingSherpa Lead author: Social Media Marketing & PR Sergio.Balegno@MarketingSherpa.com LinkedIn.com/in/sergiobalegno http://www.sherpastore.com/socialmedia09techinsights.html?10035 28