Presentation given to the Cincinnati Electrical Contractors Association, November 2011

1. Social Media in Business

2. Some data…

3. Adult Usage Grows from 8% to 65%
Social Network Site Use Growth
% of online adults, 2005-2011
Source: Pew Internet & American Life Project
Pew Research found that two-
61%
65% thirds of adult internet users
(65%) now use a social
46%
43%
networking, up almost 7% from
38%
29% one year ago (61%),
27%
16% This is about eight times the
8% 13%
9% number in 2005.
2%
2005 2006 2007 2008 2009 2010 2011
Ever Yesterday
The Social Media Data Stacks
3

4. Only email (which 61% of internet
users access on a typical day) and
search engines (which 59% use on a
typical day) are used more frequently
than social networking tools.
The Social Media Data Stacks
4

5. Relative usage on social channels
Top 10 U.S. Web Brands by Aggregate Time Spent
U.S. web users monthly minutes in billions, home and work
Source: The Nielsen Company
Facebook 53.5
Facebook: 53.5 billion
Yahoo 17.2
minutes per month.
Google 12.5
AOL Media 11.4
MSN/Windows Live/Bing 9.5
YouTube ranks
YouTube 9.1
Ebay 4.5 sixth, claiming 9.1
EA 4.3
billion user minutes
Apple 4.3
Microsoft 3.4 per month.
The Social Media Data Stacks
5

6. 55+ Users Double Mobile Visits
Social Network Growth, by Age, Ethnicity
% change, Q3 2010 v. Q3 2011
Source: The Nielsen Company More than twice as
many people age 55
109%
and older visited
social networks on
76%
68% 70%
67%
61% their mobile phone in
45%
41%
44%
37%
Q3 2011 compared to
16%
Q3 2010,. That’s a
jump of 109% year-
over-year.
The Social Media Data Stacks
6

7. 51% Access Facebook via Mobile
Facebook, Twitter Reach among Smartphone Users
3-month average, ending June 2011
Source: Experian Hitwise
50.9%
Slightly more than half of
U.S. smartphone owners
31.7%
(50.9%) access Facebook
12.5%
on their device
7.4%
U.S. smartphone users European smartphone users
Facebook Twitter
The Social Media Data Stacks
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8. 68% Challenged by Social Media
Marketing Challenges Reported by CMOs
% of respondents, October 2011
Source: IBM Nearly seven in
Data explosion
Social media
71%
68%
10 (68%)
Growth of channel
65%
and device choices
Shifting consumer
demographics
63%
marketing
Financial constraints 59%
Decreasing brand loyalty 57% executives feel
Growth market opportunities 56%
ROI accountability
Customer collaboration
56% unprepared for
56%
and influence
Privacy considerations
Global outsourcing
55%
54%
the demands
Regulatory considerations 50%
Corporate transparency 47%
The Social Media Data Stacks
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9. 8 in 10 Connect to Brands on Facebook
Preferred Social Network for Brand Connection
% of social network users, May 2011
Source: Edison Research and Arbitron
6%
3% 5%
80% of US social
6% 80% Facebook
Twitter
network users
LinkedIn
Other
connect with brands
Don't know
through Facebook.
The Social Media Data Stacks
9

10. Social Sites Impact 35% of Shoppers
Community, Social Tools that Impact Buying
% of respondents, June 2011
Source: e-tailing group, PowerReviews About six in 10 (59%)
User-generated
product reviews
59% online shoppers say
Online customer Q&A
on product website
42%
user-generated
Community forums
(conversations between 26%
customers)
customer product
User-generated videos 15%
Facebook company
13%
reviews have a
fan pages
Facebook newsfeed
(friends talking about
products)
13% significant or good
Mobile (iPhone app,
text alerts)
9%
impact on their buying
Twitter (monitor,
respond to, and post 9%
tweets)
behavior.
The Social Media Data Stacks
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11. Consumers Expect Something for “Like”
Consumer Expectations for Brand Liking ExactTarget reports that
% of Facebook users, September 2011
Source: ExactTarget
more than six in 10
Expect access to exclusive
58%
content, events or sales (63%) Facebook users
Expect discounts or
promotions through Facebook
58%
who “like” a brand or
Expect to receive updates
about the co. to the newsfeed
47%
Expect the company to post
product on Facebook
updates, photos or videos to newsfeed
39%
Expect to share with friends,
38%
expect something in
family and/or coworkers
Expect the name of co.
to show up on my profile
37% return - access to
Do not expect
anything to happen
37% exclusive content, events
Expect the co. to send more relevant
content based on my public profile
36% or sales, and discounts
Expect to interact with page
28%
owner (e.g., brand, person)
or promotions through
Expect the co. to access data
in my public profile
27%
Facebook.
Expect the co. to contact me
through other channels
24%
The Social Media Data Stacks
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12. On Average, 29% Seek Purchase Advice
Social Networks as a Source of Purchasing
Advice
% of respondents who sought advice, June 2011
Source: ROI Research and Performics
46%
42%
39%
34% 33% 33%
31% 30%
28% 28%
26% 25% 24% 23% 22% 21%
19%
17%
The Social Media Data Stacks
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13. Quick Examples
of Social Media Applications

15. COMMUNICATIONS MATERIALS

18. Community Events – critical bridge in helping virtual
friends become real-life contacts.

21. Customer Focus

24. SEO
How to make sure you are found on the internet
• Use offsite and onsite SEO.
• Make sure the search engine spiders can access your site.
• Tell your story, provide reasons for people to keep coming back.
• Keyword research and monitoring .
• Monitor traffic for trends, make adjustments.
• Use HTML Tags and Coding.
• Keep fresh, consistently updated content.
• Offsite optimization – Back Link Building.
• Integrate Social Media sharing to your content.

25. Content Management Planning…
the hardest part.

27. Its personal… you have to keep it that way.

29. Marketing is in everything.

31. What do I say?
Chip Heath’s research focuses on two general
areas: What makes ideas succeed in the social
marketplace of ideas, and how can people
design messages to make them stick?
Professor of Organizational Behavior in the Stanford Graduate School
of Business. . Prior to joining Stanford, Professor Heath taught at
the University of Chicago Graduate School of Business and the
Fuqua School of Business at Duke University. He received his
BS in Industrial Engineering from Texas A&M University and his
PhD in Psychology from Stanford.

32. What do I say?
Human decision making is like a
tiny rider on a massive
elephant. The rider may think he’s
in charge, but the elephant’s will
always wins. Both are imperfect –
the rider over-thinks and over-
analyzes. The elephant acts on
passion and emotion.

33. Heath’s advice for causing change was three-pronged:
1. Direct the rider
2. Motivate the
elephant
3. Shape the path

34. What do I say?
Direct the rider:
Humans obsess about problems. You have to give them
clarity and consistency. Your purpose and your values and
the messages you want to convey must be carefully
planned out and executed on schedule.

35. What do I say?
Motivate the Elephant:
The elephant is all about emotion and instant gratification - you
have to motivate the elephant to get people’s attention.
People often react better to a good story than heaps of data. Tell
a story and allow your listeners to draw their own conclusions
(which ideally match up with yours).

36. What do I say?
Shape the path:
Make the situation and the environment such that the
desired behavior is frictionless.
“What looks like a people problem is often a situation
problem,” Heath explained. If you remove every single
barrier between people and the actions you want them
to take , it makes it easier for them to act.

37. Social Media is just one part of marketing…
…it cannot happen in a vacuum.

39. Business cannot be done in a vacuum either.

40. • If you don’t talk to your customers, someone else will.
• People are talking about you, whether you choose to listen
or not. Its better to be part of the conversation than to be
unaware.
• Your greatest asset is your reputation. It can be your
greatest downfall if neglected. You have to protect it and
nurture it.
• Now more than ever before we have the tools to really
listen to our customer and understand what they want.

41. Maureen Donnellan
mdonnellan@strategicadvisersllc.com
859.653.6774