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