Post on 12-Nov-2014
description
We’ll begin the show shortly…
#nichenetworks
Who’s presenting?
Jay BaerFounder, PresidentConvince and Convert@jaybaer
Eric BoggsFounder, CEOArgyle Social@ericboggs
#nichenetworks
Details
• Jay will lead Q & A at the end of the call.• Tag your tweets with #nichenetworks• We’re recording this shin dig.• We’ll send an email follow up to everyone.
#nichenetworks
Short, Shameless Plug
Social Pros Podcasthttp://ar.gy/podcast
Featuring interviews with social pros from:
#nichenetworks
Agenda
• The evolution of a social network• The marketing value of select niche
networksFoursquare, Instagram, Tumblr, Pinterest
• The important considerations for niche networks
• Questions & Answers
The evolution of a network
#nichenetworks
Social Network Maturity
Users
Time
Techies & geeks (early adopters)
Tech press writes adoring articlesTargeted
“normals” begin to adopt
Begins driving meaningful referral traffic
Your grandma has a profile
User growth slows down because all homo sapiens already have accounts
#nichenetworks
The privacy trend is real…
18-29 30-49 50-64 65+0
10
20
30
40
50
60
70
80
20092011
Percent of social media users who have un-friended or deleted contacts
Ages
Perc
ent
Source: Pew Internet & American Life Project
#nichenetworks
Adopting a NetworkC
om
mit
men
t
Impact
Monitor
Utilize
Operationalize
#nichenetworks
Monitor
Goals Answer two questions:
• Are people talking about my brand here?
• Is this network ultimately going to provide value to my marketing efforts?
Who Skunk works (one person)
Tools Native client (don’t invest time/energy in tools yet!)
#nichenetworks
Utilize
Goals Prove ROI and create a content strategy• Test many different content strategies• Set basic metric benchmarks, including financial
ones• Test, measure, repeat
Who Exploratory task force (1-2 people)
Tools Integrated and free tools
#nichenetworks
Operationalize
Goals Make this network an established part of your organization’s marketing mix• Synch content across channels• Establish staff roles and responsibilities• Set goals and measure performance
Who Full business integration (2-∞)
Tools Third-party, multi-network tools focusing on cross-channel measurement and workflow
Why Pay Attention to Niche Networks?
#nichenetworks
Niche networks are still small…
Facebook 900 million
Twitter465 million
Instagram 25 million
Foursquare 15 millionPinterest
11.7 million
#nichenetworks
But they’re growing quickly…
• Foursquare grew 1000%/yr from 2009-2011.
• Instagram reached 10M users in 9 months & added another 9M between December 2011 and March 2012.
• Tumblr has 15B views per month.
• Pinterest reached 10M users faster than any other site.
#nichenetworks
…and they’re very sticky.
Source: comScore, Statista
405Facebook
89Pinteres
t
89Tumblr
21
17
8
3
TwitterLinkedIn
MySpace
Google+
Average Minutes Per Visitor (Global)January 2012
#nichenetworks
They align with marketing priorities
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increasing brand awareness 90%Building company reputation 90%Increasing web traffic 88%Lead generation 81%Improving customer support programs 73%
Social Media Marketing That is Important According to Inc. 500 Companies, Nov 2011 (% of respondents)
Source: University of Massachusetts Dartmouth Center for Marketing Research, “The 2011 Inc. 500 Social Media Update: Blogging Declines As Newer Tools Rule,” Jan 30, 2012
#nichenetworks
They align with marketing priorities
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increasing brand awareness 90%Building company reputation 90%Increasing web traffic 88%Lead generation 81%Improving customer support programs 73%
Social Media Marketing That is Important According to Inc. 500 Companies, Nov 2011 (% of respondents)
Source: University of Massachusetts Dartmouth Center for Marketing Research, “The 2011 Inc. 500 Social Media Update: Blogging Declines As Newer Tools Rule,” Jan 30, 2012
Niche networks will begin to have a meaningful impact on your
business.
#nichenetworks
Foursquare: Vital Stats
• 50% US• 50/50 male/female• Budget conscious• Curious, adventurous,
competitive
Active Users
User Persona
User Growth
Engagement
1000% / year (2009 – today)
15M 1.5 billion check-ins (Feb 2012)
#nichenetworks
Foursquare: Marketing Value
What does Foursquare do well?
• Loyal – Treat your regulars well. Help them stand out.
• Local – Real-time discovery of local establishments
• Offers – New channel for promotions
Popular with:• Universiti
es• Museums• Libraries• Cities • Restaura
nts • Local
shops
#nichenetworks
Foursquare: Brands to Check Out
AskMen.comSyracuse University
History Channel Starbucks
#nichenetworks
Foursquare: Brands to Check Out
AskMen.comSyracuse University
History Channel Starbucks
Make the connection between off and online actions direct &
rewarding.
#nichenetworks
Instagram: Vital Stats
• iPhone & (soon) Android owners
• Participatory• Emotive & artistic• Ages 25-34 most
represented
Active Users
User Persona
User Growth
Engagement
Reached 10M in 9 mos.Added 9M Dec 2011-March2012
25M App: 60 photos per secondWeb: 300M views per month(Jan 2012)
#nichenetworks
Instagram: Marketing Value
Source: MaerskLine
What does Instagram do well?• Lifestyle – Show your brand from another
lens• Global – Hashtags allow unlimited
contributions• Off-line – Nascent, but growing group of
Instagrammer meetups
Popular with:• Retailers• Consumer
goods• Tourism• News
organizations • Fashion labels• Restaurants• Sports teams
#nichenetworks
Instagram: Brands to Check Out
Tiffany & Co.
Sharpie
GE Washington
Post
#nichenetworks
Instagram: Brands to Check Out
Tiffany & Co.
Sharpie
GE Washington
PostYour brand is multi-dimensional. Use Instagram to show its many
sides.
#nichenetworks
Tumblr: Vital Stats
• 50% of user base under 25 yrs.
• 40/60 male/female• Artistic, visual, expressive
Active Users
User Persona
User Growth
Engagement
218%/yr(July 2010-2011)
46.2M blogs120M visitors
40M posts per day15B views/month (Feb 2012)
89 avg. minutes per visitor
#nichenetworks
Tumblr: Marketing Value
What does Tumblr do well?
• Curation – Short format allows more shares
• Discovery – Easy to browse & peruse
• Display – Visual format creates captivating content
Popular with:• Fashion
labels• Retailers• Publishing• Broadcast
media • Large
Companies (culture blog)
#nichenetworks
Tumblr: Brands to Check Out
The Atlantic Swell Style Blog
#nichenetworks
Tumblr: Brands to Check Out
The Atlantic Swell Style Blog
Tumblr helps you tell another story about your brand.
#nichenetworks
Tumblr: xkcd style
#nichenetworks
Pinterest: Vital Stats
• Hobbyists, crafters, DIY nuts• 20/80 male/female• Artistic, visual, expressive• Planner, organized
Active Users
User Persona
User Growth
Engagement
Fastest independent website to hit 10 million monthly unique visitors
11.7 M(Jan 2012)
11.7 million unique monthly visitors (Jan 2012)
89 avg. minutes per visitor
#nichenetworks
Pinterest: Marketing Value
What does Pinterest do well?
• Discovery – Display content in a simple, beautiful way
• Curation – Share the spotlight with other brands
Popular with:• Lifestyle
brands• Tourism• Retailers• Food brands• Magazines
#nichenetworks
Pinterest: Brands to Check Out
Men’s HealthMagazine
Mod Cloth
HGTV WholeFoods
#nichenetworks
Pinterest: Brands to Check Out
Mens HealthMagazine
Mod Cloth
HGTV WholeFoods
Pinterest provides an amazing curation opportunity for visual
brands and products.
#nichenetworks
Before jumping in….
Ask these five questions:
• Is my target market active on this network?
• Do I have content to share that will resonate?
• Can I join this network and stay true to my brand?
• Will joining this network have an impact on my business?
• How will my brand’s identity appear on each network?
A Few Considerations…
#nichenetworks
Tip #1: Consider the audience
Different networks, different lens. From your customer’s perspective:• Foursquare is where I discover my surroundings.• Instagram is where I see beauty.• Pinterest is where I plan & dream.• Tumblr is where I’m entertained & inspired.• Twitter is where I get my news.• Facebook is where I connect.
Your Bran
d
#nichenetworks
Tip #1: Consider the audience
Different networks, different lens. From your customer’s perspective:• Foursquare is where I discover my surroundings.• Instagram is where I see beauty.• Pinterest is where I plan & dream.• Tumblr is where I’m entertained & inspired.• Twitter is where I get my news.• Facebook is where I connect.
Your Bran
d
Respect the network’s unique value.
It can add to your brand.
#nichenetworks
Tip #2: Beware of FOMO…
#nichenetworks
Tip #2: Beware of FOMO…
Niche networks are increasingly popular.
But popularity does not justify investment.
#nichenetworks
Tip #3: Consider the Big Fish Oppy
#nichenetworks
Tip #3: Consider the Big Fish Oppy
It is much easier to influence customer behavior in a smaller
room.
#nichenetworks
Tip #4: Recognize your finite resources
#nichenetworks
Tip #4: Recognize your finite resources
Don’t think “Pinterest in addtion to…”
Think “Pinterest instead of…”
#nichenetworks
Tip #5: Measurement laws still apply…
#nichenetworks
Tip #5: Measurement laws still apply…
Pinning, Instagramming, and Tumbling needs to move the
needle for your business.
Q&A
#nichenetworks
But first…we’re doing another webcast!
Understanding Facebook InsightsWith Jeff Widman,Founder of PageLever
March 22, 2012 @ 1PM ESTar.gy/pagelever
#nichenetworks
Q&A
Jay Baer@jaybaer
Eric Boggs@ericboggs
Hashtag your questions with #nichenetworksThanks for joining us!