Connect via Hootsuite London 2014: Dr. William J. Ward, Syracuse University
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This document discusses the benefits of social media for businesses. It notes that improved communication through social technologies can raise productivity by 20-25% and increase exposure, traffic, brand recognition, lead generation, sales and more for businesses. However, it also states that many companies and employees still lack policies and skills for digital marketing and social media. The document advocates for bridging this digital skills gap through education and training programs in advanced social media strategy.
Connect via Hootsuite London 2014: Dr. William J. Ward, Syracuse University
- 1. #CvHL #CvHL @Dr4Ward dr4ward.com Dr. William J. Ward Social Media Professor S.I. Newhouse School of Public Communications, Syracuse University
- 2. #CvHL #CvHL Social Media: Nothing has changed. Everything is different.
- 4. #CvHL “Improved communication and collaboration from social media could add $1.3 trillion annually in value to the economy.” McKinsey Global Institute
- 5. Improved communication through social technologies can raise the productivity of knowledge worker by 20-25%.
- 6. #CvHL • Increase in Exposure • Increase in Traffic • Brand Recognition • Lead Generation • Improved Search Rankings • Growth of Business Partnerships • Marketplace Insights • Improved Sales • Reduced Marketing Costs • More Loyal Customers Benefits of Social Media Marketing
- 7. External or Internal Social Media? It’s all business.
- 8. Immiler.com Structural, Cultural and Procedural Obstacles
- 9. #CvHL “50% of all new marketing hires with be technical.” IDC Analyze the Future
- 10. #CvHL It’s not 1989. The excuse “I’m not good with computers” is no longer acceptable
- 11. Digital Divide is every 6-12 months, not generational.
- 12. #CvHL Technology won’t replace workers… …but workers who use technology will probably replace workers who do not.
- 13. #CvHL “52% of U.S. Companies Report Difficulty Filling Jobs.” “47% of employers blame prospects’ lack of “hard” job skills or technical skills.” Manpower Group
- 14. #CvHL “Only 18% of companies state that their employees have a good understanding of their social media policies” Altimeter Group “Just 8% of executives believe their employees are strong in all areas of digital marketing” OMI, Online Marketing Institute
- 15. #CvHL *Global Digital Disruption Readiness Assessment Online Survey – Forrester Research by June 2012. 89% 32% 38% There is significant opportunity for digital tools and experiences to change the industry we serve Our company has policies and business practices that will enable us to adapt to the changes that digital will bring to our company People in our company have the skills needed to adapt to the changes that digital will bring to our company
- 16. #CvHL “90% of employees say they have to figure things out on their own and receiving no training. 50% of talent feel undertrained and with no definable career path” Arnold Worldwide
- 17. #CvHL “65% of respondents do social media on top of their other duties.” Nasdaq OMX | Corporate Solutions
- 18. Bridging the Digital Social Skills Gap Education & Training Advanced Social Media Strategy Certification
- 20. #CvHL Awareness Interest Learn Shop Buy Content you need to create: Very Low: Blog post, press release, testimonials, ads Low: Case studies, info-graphics, promotions and visual elements using all the persuasive tools and methods Medium: eBook, presentation, blog, white paper, webinar High: Testimonials, case studies, social signals, authority signals, price comparison list of benefits Very High: Purchase is made (conversion)
- 21. #CvHL #CvHL Niccolò Machiavelli (1469–1527). The Prince. And let it be noted that there is no more delicate matter to take in hand, nor more dangerous to conduct, nor more doubtful in its success, than to set up as a leader in the introduction of changes. For he who innovates will have for his enemies all those who are well off under the existing order of things, and only lukewarm supporters in those who might be better off under the new.
- 22. #CvHL #CvHL @Dr4Ward dr4ward.com Dr. William J. Ward Social Media Professor S.I. Newhouse School of Public Communications, Syracuse University