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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

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 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.

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business Agenda 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!

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business The world is changing… Once there were…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business We used to have photo albums…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business We used to have land lines…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business We used to read physical, printed maps… Road trip with Jeremy Clarkson anyone?

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business Meet Brenda… Average user? 845 million active users 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

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business Meet Jane and John… Average user? 150 million active users 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.

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business Meet Janet… Average user? 127 million active users 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.

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business Meet Aaron… Average user? 90 million active users 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…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 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. 21 million active users Average user?

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business So, how does this all relate to you? It’s about finding and connecting with your customers and prospects…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 97% of your companies are deeply, emotionally attached to LinkedIn…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business None of those companies with Facebook pages have a clear “call to action” on the landing page. 57% 43%

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 5 Ways Social Media is Changing Your Business Only 37% of the B2B companies in the room today have both a Facebook page and a Twitter feed. 60% 40%

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 97% 3% Among those with corporate LinkedIn pages, # of connections seems to relate directly to # of employees…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 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?

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business “73% of CEOs do NOT believe marketers drive revenue.” Fournaise Marketing Group

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 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.

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business “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.)

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 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…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business 3.Social content creation and curation 4.How to use the information you gather via social 5.Metrics and measurements Top 5 Challenges of Social Media for B2B Marketers Two of the most important things to remember: It’s about engagement. It’s about awareness.

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business PlatformObjectiveMetricPotential Goal FacebookBuild RelationshipsAvg. # of Comments/Posts10 New Shares/Comments per Week LinkedIn Highlight Subject Matter ExpertiseAvg. # of Answers5 New Recommendations TwitterBecome a ResourceAvg. # of New Followers/Posts20 New Retweets/Direct Messages Google+Customer ServiceAvg. # of Hangouts per Week 3 Pt. Increase in Klout or NetPromoter Score YouTubePromote Corporate PersonalityAvg. # of Views/Comments2% Increase in Views per Week PinterestGeneral AwarenessAvg. # of Likes/Pins10% Increase in Pins per Week SlideShareSales/Lead GenerationAvg. # of Views/Downloads25 Downloads per PPT BlogThought Leadership Avg. # of Unique Visitors per Month100 Comments per Post Social Media Metrics Matrix

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business #1 – It gives you an opportunity to turn “like” into “love.” But you have to work for it…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business #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

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business #3 – It’s extending your reach and your resources. Just think, if social media were a pill...

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business #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.

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business #5 – It’s turning you into a search “machine.” Just ask Phil…

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business  Q&A on Social Media  Jennifer Overhulse, Principal Owner – St. Nick Media Services  What else would you like to know?

Progress Though Sharing Knowledge 5 Ways Social Media is Changing Your Business Thank you for your time! Jennifer Overhulse Principal Owner St. Nick Media Services Glencoe-Verona Road Verona, KY Phone: Facebook: Web: LinkedIn: 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.