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Welcome to the 2012 IASA Advanced Boot Camp

Welcome to the 2012 IASA Advanced Boot Camp. Housekeeping Items: Don’t forget… TBD TBD T-shirt raffle continues today. And now, our first session of the day, “5 Ways Social Media is Changing Your Business.” Please welcome Jennifer Overhulse of St. Nick Media Services. Mark Roth

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Welcome to the 2012 IASA Advanced Boot Camp

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  1. Welcome to the 2012 IASA Advanced Boot Camp • Housekeeping Items: • Don’t forget… • TBD • TBD • T-shirt raffle continues today. • And now, our first session of the day, “5 Ways Social Media is Changing Your Business.” Please welcome Jennifer Overhulse of St. Nick Media Services. Mark Roth VP of Business Development IASA

  2. 5 Ways Social Media is Changing Your Business…and How You Can Benefit Presented by: Jennifer Overhulse Principal Owner St. Nick Media Services

  3. 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.

  4. 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!

  5. 5 Ways Social Media is Changing Your Business The world is changing… Once there were…

  6. 5 Ways Social Media is Changing Your Business We used to have photo albums…

  7. 5 Ways Social Media is Changing Your Business We used to have land lines…

  8. 5 Ways Social Media is Changing Your Business We used to read physical, printed maps… Road trip with Jeremy Clarkson anyone?

  9. 5 Ways Social Media is Changing Your Business

  10. 5 Ways Social Media is Changing Your Business 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

  11. 5 Ways Social Media is Changing Your Business 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.

  12. 5 Ways Social Media is Changing Your Business 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.

  13. 5 Ways Social Media is Changing Your Business 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…

  14. 5 Ways Social Media is Changing Your Business 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.

  15. 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…

  16. 5 Ways Social Media is Changing Your Business 97% of your companies are deeply, emotionally attached to LinkedIn…

  17. 5 Ways Social Media is Changing Your Business 57% 43% None of those companies with Facebook pages have a clear “call to action” on the landing page.

  18. 5 Ways Social Media is Changing Your Business 60% 40% Only 37% of the B2B companies in the room today have both a Facebook page and a Twitter feed.

  19. 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…

  20. 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?

  21. 5 Ways Social Media is Changing Your Business “73% of CEOs do NOT believe marketers drive revenue.” Fournaise Marketing Group

  22. 5 Ways Social Media is Changing Your Business 5 Reasons Social Media is Important for B2B Marketers • Fewer customers = Fewer decision-makers • Fewer decision-makers = Fewer opportunities to connect • B2B is a relationship-based sale • An estimated 60% of the B2B sales cycle is over before a prospect typically speaks to a salesperson • B2B typically involves a longer sales cycle than B2C, and complex buying behavior. • Search is a vital part of any B2B marketer’s toolkit.

  23. 5 Ways Social Media is Changing Your Business “Mythbusting” B2B Social Media • B2B social media has no clear ROI • Social media can replace other, more expensive, marketing, advertising or branding efforts. • Leads will fix everything. • B2B social media will increase new business. (See #3.) • Social media, just like marketing, is only a budget expense item. (See #1.)

  24. 5 Ways Social Media is Changing Your Business Top 5 Challenges of Social Media for B2B Marketers • How to allocate budget and resources • How to integrate social with existing efforts Gini Dietrich of Arment Dietrich on social media budget splits…

  25. 5 Ways Social Media is Changing Your Business Top 5 Challenges of Social Media for B2B Marketers • Social content creation and curation • How to use the information you gather via social • Metrics and measurements • Two of the most important things to remember: • It’s about engagement. • It’s about awareness.

  26. 5 Ways Social Media is Changing Your Business Social Media Metrics Matrix

  27. 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…

  28. 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: • Following your competitors • Connecting with your customers and prospects • Listening to what is being said • about competitors • Friending industry influencers

  29. 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...

  30. 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.

  31. 5 Ways Social Media is Changing Your Business #5 – It’s turning you into a search “machine.” • Just ask Phil…

  32. 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?

  33. 5 Ways Social Media is Changing Your Business Thank you for your time! Jennifer Overhulse Principal Owner St. Nick Media Services 15695 Glencoe-Verona Road Verona, KY 41092 Phone: 859-803-6597 Twitter: @StNickMedia Email: jen@stnickmedia.com Facebook: www.facebook.com/stnickmedia Web: www.stnickmedia.com 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.

  34. Custom Media: Making it Part of Your Marketing Mix Presented by: Jim Daggett, Publisher Tech Decisions

  35. Custom Media: Making it Part of Your Marketing Mix What is Custom Media? Custom Media is the ability to seamlessly blend research and creative designs into the development of customized mediums including print, audio, video and digital outlets. The main objective is to enhance the interactions between companies and their targeted audiences as well to strengthen brand credibility. Custom media is often referred to as branded media, and custom publishing.

  36. Custom Media: Making it Part of Your Marketing Mix Why Use Custom Media? • Clients use custom media: • To increase credibility • To provide valuable information • To gain attention as a thought leader • To strengthen connection with customers • To provide an educational service

  37. Custom Media: Making it Part of Your Marketing Mix Benefits of Custom Media • A more meaningful and thought provoking communication • Shelf life • Integration across multiple distribution channels • Engagement and interaction

  38. Custom Media: Making it Part of Your Marketing Mix Trending for the FutureChief Marketing Officers Surveyed • 35% strongly agreed custom represents the future of marketing • 2/3rds believe custom will capture a larger portion of marketing budgets • 87% saw custom content as valuable • 8 in 10 said they were receptive towards using custom content in their marketing plans • 94% agreed custom strengthens consumer-sponsor relationships Source: Custom Content Counsel “CMO Attitudes Toward Custom Content: Update 2011”

  39. Custom Media: Making it Part of Your Marketing Mix Trending Continued • Strengthen the Bond: six in ten decision makers say that after reading custom content, they end up feeling like they know more about the company (69%) and feel better about the company (61%). • Valued by Decision Makers: about seven in ten say that they like custom content because it is tailored to their specific interests (68%). • Impact the Buyer: two-thirds (65%) say the information provided in custom media helps them make better purchase decisions. A majority says they are more apt to buy another product from a company that provides them with custom media (55%).

  40. Custom Media: Making it Part of Your Marketing Mix Custom Products • Live Events • Roundtables (Virtual) • Roadshows • Breakfast Meetings

  41. Custom Media: Making it Part of Your Marketing Mix Custom Products • Web • Web Seminars • Microsites • Client eNewsletters • Surveys • White Papers • Social Media (in support)

  42. Custom Media: Making it Part of Your Marketing Mix Custom Products • Print • Client Magazines • Posters • Books • Direct Mail Campaigns • Newsletters

  43. Custom Media: Making it Part of Your Marketing Mix Taking it to the Streets Who can custom media help? • Companies with little/no marketing department • Want to build thought leadership • Increase brand exposure • Associate with our brands, connect with our readers • Want a turnkey product

  44. Custom Media: Making it Part of Your Marketing Mix The Insurance Industry & Custom Media Keep in mind, your target market understands and leverages custom media.

  45. Custom Media: Making it Part of Your Marketing Mix Stories of Success • A Large Insurance Carrier eNewsletter • 24% open rate on the email • 18% download of white paper • Web Seminars • Technology providers targeting the insurance market • 1000+ Registrations, 540 Attendees, Conversion rate 54% • 330 Registrations, 170 Attendees, Conversion rate 51%

  46. Custom Media: Making it Part of Your Marketing Mix Questions?

  47. Custom Media: Making it Part of Your Marketing Mix If you have questions specific to this presentation, please feel free to email: Jim Daggett Publisher Tech Decisions and PropertyCasualty360.com, a unit of Summit Business MediaEmail: jdaggett@sbmedia.com Phone: 631-775-0440 Thank you for your time and attention. Now, back to Mark Roth for the introduction of our next session.

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