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Social marketing, digital overthrow, and you

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.

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Social marketing, digital overthrow, and you

  1. 1. social marketing, digital overthrow, and you
  2. 2. social marketing Mary Trigiani March 2016 Copyright 2016 Spada Inc for people returning to the workforce
  3. 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. 4. 52 percent of online adults 
 now use two or more social media sites.
  5. 5. 4.75 billion pieces of content shared. 1.8 billion photos uploaded and shared. 500 million tweets. 400 million snapchats. Every day.
  6. 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
  7. 7. http://www.digitaltrends.com/social-media/twitter-offers-stats-on-tweets-from-the-oscars/
  8. 8. Difference between 2014 and 2016 440,000 tweets per minute 255,000 tweets per minute
  9. 9. There are 305 million active monthly users on Twitter.
  10. 10. There are 1.59 billion active monthly users on Facebook.
  11. 11. There are 107 million LinkedIn users in the United States.
  12. 12. There are 300 million active monthly users on Instagram. They share 70 million pictures a day.
  13. 13. There are 100 million active daily users on Snapchat.
  14. 14. More than 300 hours of video are uploaded to YouTube every minute.
  15. 15. 1 million people joined Periscope in its first ten days.
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Customers
  20. 20. 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
  21. 21. The better customer experience focuses on the purpose rather than the purchase. Kevin Bishop Vice President, Customer Engagement Solutions IBM Commerce
  22. 22. 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]
  23. 23. Digital
  24. 24. Digital transformers Customer experience Real-time analytics Internal infrastructure — agile, cloud- based, seamless, integrated Talent and boundary fluidity C-level relationships Customer-centricity
  25. 25. The fashion industry is calling it the digital iceberg.
  26. 26. 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
  27. 27. Marketing
  28. 28. Social media advertising revenue will reach $9.8 billion in 2016.
  29. 29. 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
  30. 30. 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
  31. 31. You
  32. 32. 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
  33. 33. Choosing your channels begins with your “customer”. Where does he get his information? Where does she express an opinion?
  34. 34. 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?
  35. 35. 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?
  36. 36. Curate Share Converse AMPLIFY
  37. 37. 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
  38. 38. social marketing Mary Trigiani March 2016 Copyright 2016 Spada Inc for people returning to the workforce

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.

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