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@Dr4Ward

dr4ward.com

Dr. William J. Ward Social Media Professor

S.I. Newhouse School of Public Communications, Syracuse University

#CvHL #CvHL

Social Media: Nothing has changed. Everything is different.

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“Improved communication and collaboration from social media could add

$1.3 trillion annually in value to the economy.”

McKinsey Global Institute

Improved communication through social technologies can raise the productivity of

knowledge worker by 20-25%.

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•  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

External or Internal Social Media? It’s all business.

Immiler.com

Structural, Cultural and Procedural Obstacles

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“50% of all new marketing hires with be technical.”

IDC Analyze the Future

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It’s not 1989.

The excuse “I’m not good with computers”

is no longer acceptable

Digital Divide is every 6-12 months, not generational.

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Technology won’t replace workers… …but workers who use technology will probably replace workers who do not.

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“52% of U.S. Companies Report Difficulty Filling Jobs.”

“47% of employers blame prospects’ lack

of “hard” job skills or technical skills.” Manpower Group

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“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

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*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

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“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

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“65% of respondents do social media on top of their

other duties.” Nasdaq OMX | Corporate Solutions

Bridging the Digital Social Skills Gap

Education & Training

Advanced Social Media Strategy Certification

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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)

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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.

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@Dr4Ward

dr4ward.com

Dr. William J. Ward Social Media Professor

S.I. Newhouse School of Public Communications, Syracuse University