How to use social media in marketing and why it's a key element of digital transformation in business. Audience: returners to workforce. Delivered to ReBoot Career Accelerator for Women.

1. social marketing,
digital overthrow,
and you

2. social marketing
Mary Trigiani
March 2016
Copyright 2016 Spada Inc
for people
returning
to the workforce

3. 7.2 billion people on earth. 3 billion have internet access.
2.1 billion are active on social media.
1.7 billion use social networks from a mobile device.

4. 52 percent of online adults
now use two or more social media sites.

5. 4.75 billion pieces of content shared.
1.8 billion photos uploaded and shared.
500 million tweets.
400 million snapchats.
Every day.

6. Impact
Big money for active customer and user
bases
Silicon Valley: the hunt for unicorns,
debated valuations
Operations: innovation projects 365/24/7
= sophisticated emphasis on learning
Strategy: anticipating unmet needs,
finding undiscovered solutions

8. http://www.digitaltrends.com/social-media/twitter-offers-stats-on-tweets-from-the-oscars/

9. Difference between 2014 and 2016
440,000 tweets per minute
255,000 tweets per minute

10. There are 305 million active monthly users on Twitter.

11. There are 1.59 billion active monthly users on Facebook.

12. There are 107 million LinkedIn users
in the United States.

13. There are 300 million active monthly users
on Instagram. They share 70 million pictures a day.

14. There are 100 million active daily users on Snapchat.

15. More than 300 hours of video are uploaded to YouTube
every minute.

16. 1 million people joined Periscope in its first ten days.

17. Impact
We are having fun
These are communications channels for 1
to 1, 1 to many and many to 1
We know more about each other
Some of us suffer from FOMO
We have a voice
Besides being personal, it is professional
— you have to know this stuff

18. 18-30 30-50 50-100
Online
men
Online
women
Business Personal
Facebook 87% X X 65% 77% X X
Twitter X X 24% 21% X X
LinkedIn X X 28% 27% X
Instagram 53% X 22% 29% X X
Snapchat 76% 30% 70% X X
YouTube X X 74% 13% 42% X X
Periscope X X X X

19. Social distilled
Facebook: the town square
Twitter: the barber shop
LinkedIn: the employment office
Instagram: the family album
Snapchat: Candid Camera
YouTube: AV club for cool kids
Periscope: everyone’s a journo

20. Customers

22. Customer experience is becoming
a hot button — not just for the
CMO, but across the C-suite.
Customers expect a consistent
experience, and they expect a
company to know who they are
from device to device and from
touch point to touch point.
Sheryl Pattek, Forrester Research

23. The better customer
experience focuses on the
purpose rather than the
purchase.
Kevin Bishop
Vice President, Customer Engagement Solutions
IBM Commerce

24. What’s coming/What’s here
Connected intelligence — IoT — feeds
more data into companies
Social marketing: inbound + outbound info
Global talent sourcing
Unfettered corporate data
Fast efficiency
Operations via mobile apps
Customer lifetime value [CLV]

25. Digital

26. Digital transformers
Customer experience
Real-time analytics
Internal infrastructure — agile, cloud-
based, seamless, integrated
Talent and boundary fluidity
C-level relationships
Customer-centricity

27. The fashion industry is calling it the digital iceberg.

29. Make the tough calls on
people. Radically reduce
people dedicated to the old
business. Find new ways to
motivate the legacy people.
Redefine criteria for officers
and move out those who
cannot be “digital heads.”
Ram Charan, b 1939

30. Marketing

31. Social media advertising revenue will reach $9.8 billion in
2016.

32. A recent CMO Survey from Duke
University's Fuqua School of Business,
the AMA and Deloitte found social media
spending accounts for 10.9% of marketing
budgets and is expected to increase to
20.9% in five years. Just 5.6% of budget
was allocated to social in 2009.
MediaPost.com

33. The backbone of a strong marketing
organization
1. Customer insights specialists who can mine data, and develop
customer decision journey maps
2. Digital expertise that is ingrained – no more winging it!
3. Social media mastery
4. The ability to incorporate emerging digital, social and data-driven
capabilities on the fly
5. Content – but, of course! Ask yourself: Are you producing it with
explicit intent to be used across multiple touch points?
6. Using data to influence and recommend next steps
7. Predictive data to plan for the future
8. Data gathering that is done securely while protecting privacy rights
9. A chief marketing technology person to lead mar-tech efforts.
10. Wiggle room to experiment and fail.
John Ellett, CEO of nFusion

34. You

35. Suggestions
LinkedIn for sure if you’re working: curation, shout-outs
Biz: Facebook page, LinkedIn page/group
One other unless you really love this stuff
Twitter for conversation, curation
Instagram for great photos — watch the selfies
For work, five days a week
For fun, when you feel like it
LinkedIn: straightforward not stilted
Twitter: pithy not preachy
Facebook: breezy not braggy

36. Choosing your channels
begins with your “customer”.
Where does he get his
information?
Where does she express an
opinion?

37. Choosing your channels
continues with your purpose.
Is this for fun or for work?
What is your business?
How do you like to market?
What are your strengths?

38. Deciding on social media
requires attention and joy.
Can you give this time
every week and even
every day?
Can you work with those
who do?

39. Curate
Share
Converse
AMPLIFY

40. Because somebody grows up
being a social media native, it
doesn’t make them an expert in
using social media at work.
That’s like saying, “I grew up with
a fax machine, so that makes me
an expert in business.”
William Ward, Syracuse University

41. social marketing
Mary Trigiani
March 2016
Copyright 2016 Spada Inc
for people
returning
to the workforce