2012 IASA Advanced Boot Camp:
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Thursday, March 15th
&
Friday, March 16th
Omni Amelia Island Plantation Resort
Amelia Island, Florida
Progress Though Sharing Knowledge
5 Ways Social Media is Changing Your
Business…and How You Can Benefit
Presented by:
Jennifer Overhulse
Principal Owner
St. Nick Media Services
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
Jennifer Overhulse, Principal Owner – St. Nick Media Services
Jennifer Overhulse is the principal owner and founder of St. Nick Media
Services. She is a writer, as well as a marketing and public relations
expert, with more than 20 years of journalism background and expertise.
As principal owner of St. Nick Media Services, Jennifer works with
companies to tailor marketing, PR, advertising and sales messages/efforts
for specific target audience groups. She has recently published expert
articles in leading trade publications. Additionally, Jennifer is a member
of the Insurance Marketing Communications Association (IMCA), the
Insurance Accounting & Systems Association (IASA) and is editor of IASA’s
Interpreter.
About St. Nick Media Services
Founded in 1998, St. Nick Media Services is a top-tier public relations, marketing and
media services firm consulting to companies of all sizes throughout the United States and
Canada. St. Nick Media Services partners closely with clients to provide individualized,
strategic support that helps achieve business, marketing and sales goals. By listening
carefully to client objectives, setting realistic project goals and working diligently to
achieve and exceed them, St. Nick Media Services delivers a strong return on investment
in the areas of Public Relations, ROI Marketing, Editorial Services, Brand Development and
Social Media Strategy.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
Agenda
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•
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•
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Adapt or die…
Power to the people, but who are these people?
Who’s using what
The importance of social for B2B marketers
Mythbusting B2B social media
Facing down social media challenges
5 ways social media is changing your business…for the better.
Let’s get started!
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
The world is changing…
Once there were…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
We used to have photo
albums…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
We used to have land lines…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
We used to read physical,
printed maps…
Road trip with Jeremy Clarkson anyone?
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
845 million active users
Average user?
Meet Brenda…
She…
•Has an average of
130 friends
•Visits Facebook
more than 40 times
per month
•Spends
approximately 23
minutes on Facebook
each time she visits
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
150 million active users
Average user?
Meet Jane and John…
They…
•Have bachelor or graduate degrees
•Use social media for professional
instead of personal reasons
•And they spend approximately 8
minutes on LinkedIn each time they
visit.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
127 million active users
Average user?
Meet Janet…
She…
•Makes less money than Brenda (our Facebook
average user)
•Didn’t graduate from college
•Tweets at least once per day
•Accesses Twitter via a mobile device 54% of the
time.
•And spends approximately 12 minutes per visit.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
90 million active users
Average user?
Meet Aaron…
He…
•Is under 25
•And tech-savvy…
•He’s likely either an engineer, a
developer or a designer
•And he’s SINGLE...
•But looking for friends…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
21 million active users
Average user?
Meet Rhonda…
She…
•Loves cooking and crafting
•Didn’t graduate from college
•Makes more than Janet (our
average Twitter user)
•Most likely lives in the East South
Central U.S. (MS, AL, KY & TN)
•Spends approximately 16 ½
minutes on Pinterest per visit.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
So, how does this all relate to you? It’s about finding and
connecting with your customers and prospects…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
97% of your companies are deeply, emotionally
attached to LinkedIn…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
57%
43%
None of those companies with Facebook pages
have a clear “call to action” on the landing page.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
60%
40%
Only 37% of the B2B companies in the room today
have both a Facebook page and a Twitter feed.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
97%
3%
Among those with corporate LinkedIn pages, # of
connections seems to relate directly to # of
employees…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
According to a 2011 study by the Software & Information
Industry Association…
•90% of B2B marketers believe in the power of social
media
•75% believe it has a positive impact on their
business
Strangely, they are not investing in resources to support it…
•55% of respondents said their teams spend less than 10 hours a
week on social media
•35% of respondents said their teams spend between 1 and 5 hours
a week on social media
The question is, why?
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
“73% of
CEOs do NOT
believe
marketers
drive
revenue.”
Fournaise Marketing Group
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
5 Reasons Social Media is Important for B2B Marketers
1. Fewer customers = Fewer decision-makers
Fewer decision-makers = Fewer opportunities to connect
2. B2B is a relationship-based sale
3. An estimated 60% of the B2B sales cycle is over before a
prospect typically speaks to a salesperson
4. B2B typically involves a longer sales cycle than B2C, and
complex buying behavior.
5. Search is a vital part of any B2B marketer’s toolkit.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
“Mythbusting” B2B Social Media
1. B2B social media has no clear ROI
2. Social media can replace other, more
expensive, marketing, advertising or
branding efforts.
3. Leads will fix everything.
4. B2B social media will increase new
business. (See #3.)
5. Social media, just like marketing, is
only a budget expense item. (See
#1.)
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
Top 5 Challenges of Social Media for B2B Marketers
1. How to allocate budget and resources
2. How to integrate social with existing efforts
Gini Dietrich of
Arment Dietrich
on social media
budget splits…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
Top 5 Challenges of Social Media for B2B Marketers
3. Social content creation and curation
4. How to use the information you gather via social
5. Metrics and measurements
Two of the most important things to remember:
• It’s about engagement.
• It’s about awareness.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
Social Media Metrics Matrix
Platform
Objective
Metric
Potential Goal
Facebook
Build Relationships
Avg. # of Comments/Posts
10 New Shares/Comments per Week
LinkedIn
Highlight Subject Matter
Expertise
Avg. # of Answers
5 New Recommendations
Twitter
Become a Resource
Avg. # of New Followers/Posts
20 New Retweets/Direct Messages
Google+
Customer Service
Avg. # of Hangouts per Week
3 Pt. Increase in Klout or NetPromoter
Score
YouTube
Promote Corporate Personality Avg. # of Views/Comments
2% Increase in Views per Week
Pinterest
General Awareness
Avg. # of Likes/Pins
10% Increase in Pins per Week
SlideShare
Sales/Lead Generation
Avg. # of Views/Downloads
25 Downloads per PPT
Thought Leadership
Avg. # of Unique Visitors per
Month
100 Comments per Post
Blog
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
#1 – It gives you an opportunity to turn “like” into “love.”
But you have to work for it…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
#2 – It saves you money on analyst and
private detective services...
By giving you access to significant amounts
of competitive data.
You should be:
1. Following your competitors
2. Connecting with your customers and
prospects
3. Listening to what is being said
about competitors
4. Friending industry influencers
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
#3 – It’s extending your reach and your resources.
Just think, if social media were a pill...
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
#4 – It’s providing you with another channel for marketing,
advertising and branding.
When you integrate
social media with lead
generation efforts, data
collection, and offline
activities (like print
advertising and in-person
events), you AMPLIFY the
effectiveness of all the
efforts as a whole.
Remember, social media is not a replacement for other
B2B marketing efforts, it’s an addition or enhancement
to what you are doing already.
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
#5 – It’s turning you into a search “machine.”
Just ask Phil…
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
 Q&A on Social Media
 Jennifer Overhulse, Principal Owner
– St. Nick Media Services
 What else would you like to
know?
5 Ways Social Media is Changing Your Business
Progress Though Sharing Knowledge
Thank you for your time!
Jennifer Overhulse
Principal Owner
St. Nick Media Services
15695 Glencoe-Verona Road
Verona, KY 41092
Phone: 859-803-6597
Email: jen@stnickmedia.com
Web: www.stnickmedia.com
Twitter: @StNickMedia
Facebook: www.facebook.com/stnickmedia
LinkedIn: www.linkedin.com/in/stnickmedia
And now, I will turn it over to Jim Daggett of Tech
Decisions who is going to talk to you about the
benefits of custom media.