Social Media Theatre: Social Media: A new era for measurable direct marketing

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  • Ask the attendeeswhether or not they’reusing FB, for ex.
  • Many marketers think people only want fun on social media, that’s wrong, they mainly want direct marketingWe have many surveys according to that point. We can give you some (see additional slides)Trans : The conclusion is, well, youlisten, youbuildcommunities?Nowlet’s go further and unleash the potential value of fans!Here is Neolane value prop
  • Neolane permit markerts to achieve this 4 bullets : from measuring reaction to brand actions, posting mesages and managing multiple fan pages to geting optin and engaging one to one conversationNeolane go further and provide a solution to monitor what is published on social media, monitor refferal links (with pURL) post messages on Twitter and Facebook, create sharing on emails (social share) and provide engagement + opt-in (=data acquisition) features.We do not are a listening and replace community manager but we help them to work better1 Buid & Listen: Listen and build commmunities, we help companies to do that,2 Influence : Advertise communities, try to generate buzz, we do it also with centralisation3 Opt-in : acquisition of social opt-in and information about profile interests, not many companies do that, we do with full integration with mkt database4 Engage : engage dialogue with people inbound and outbound, we do, with full cross-channel fusionTrans : let’s see in details some points of our offers and how customers use it
  • A nice powered by Neolane example.A very simple page tab application contest generated a great ROI !
  • A simple Facebook application with a welcome page, a request for permission, a thank you page, all managed by Neolane
  • Only one message on LA Kings wall generate 353 contest participations

Transcript

  • 1. Copyright Neolane - 2011 Neolane Private and Confidential 1
  • 2. Copyright Neolane - 2011 Neolane Private and Confidential 2
  • 3. Copyright Neolane - 2011 Neolane Private and Confidential 3
  • 4. Social Media: A new era for measurable direct marketing Martin Smith – Head of Marketing, Neolane LimitedCopyright Neolane - 2011 Neolane Private and Confidential 4
  • 5. Direct Marketing Definition “Direct marketing is a channel-agnostic form of advertising that allows businesses to communicate straight to the customer…. …Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: ■ Marketing messages are addressed directly to customers. ■ Direct marketing seeks to drive a specific "call to action." ■ Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium”Copyright Neolane - 2011 Neolane Private and Confidential 5
  • 6. Social Media Definition “Social media includes web-based and mobile technologies used to turn communication into interactive dialogue.…. …social media has substantially changed the way organizations, communities, and individuals communicate.”Copyright Neolane - 2011 Neolane Private and Confidential 6
  • 7. Social Media TodayCopyright Neolane - 2011 Neolane Private and Confidential 7
  • 8. UK Social Media TodayCopyright Neolane - 2011 Neolane Private and Confidential 8
  • 9. Social Users Are Not ONLY Part of Generation Y, Z, ….. 60% of Facebook users are above 35Copyright Neolane - 2011 Neolane Private and Confidential 9
  • 10. Two Main Social Media for Marketing The biggest and the most accurate contact database ever  500M daily users The place to talk with consumers ■ 100 000 tweets are posted per minuteCopyright Neolane - 2011 Neolane Private and Confidential 10
  • 11. Let‟s gather as many Fans as possible!Copyright Neolane - 2011 Neolane Private and Confidential 11
  • 12. ‘‘Through 2015, 75% of marketing organizations will view social media as simply another channel annoying customers and failing to deliver significant value to the CMOs strategy’’ Social Media Expert Gartner – August, 15th - 2011Copyright Neolane - 2011 Neolane Private and Confidential 12
  • 13. The challenge….. “ I have succeeded in having 1 million Facebook fans……… But now…. How do I really make money? ”Copyright Neolane - 2011 Neolane Private and Confidential 13
  • 14. What‟s the value of a social fan? $3.60 according to Vitrue On average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year. The company‟s findings are based on impressions generated in the Facebook newsfeed. $136.00 according to SyncapseCopyright Neolane - 2011 Neolane Private and Confidential 14
  • 15. What the value of a social fan? What‟s the value of a Facebook Fan? According to Forrester, the answer is zero , unless and until the brand does something to create value with Facebook Fans’Copyright Neolane - 2011 Neolane Private and Confidential 15
  • 16. A Huge Perception Gap OUCH! Brands ConsumersCopyright Neolane - 2011 Neolane Private and Confidential 16
  • 17. Are consumers ready? RazorfishCopyright Neolane - 2011 Neolane Private and Confidential 17
  • 18. Consumers are ready for Direct Marketing in SocialCopyright Neolane - 2011 Neolane Private and Confidential 18
  • 19. Are you above or below? Above the Line - Metrics= Share of mind Mass Create Campaigns social Build presence & Influence Listen Social Share Monitor Cross- Channel Enabled From Social Personalized Opt- Media Outbound Engage Messages in Personalized Inbound From Experience the web Below the Line - Metrics= SalesCopyright Neolane - 2011 Neolane Private and Confidential 19
  • 20. Objectives: ■ Increase addressable contacts in the database through Facebook Tactic: ■ Facebook Contest “Join The Kingdom”Copyright Neolane - 2011 Neolane Private and Confidential 20
  • 21. Opt-in: LA Kings Facebook Campaign Step #3 Step #1 Step #4 Step #2Copyright Neolane - 2011 Neolane Private and Confidential 21
  • 22. Opt-in: LA Kings Facebook Campaign One wall post ■ 177 talking about it ■ 148 likes ■ 25 comments ■ 4 shares Social Opt-in contacts ■ 353 social profiles acquired through the contest within few hours with: • Name, profile picture, gender, and interests • Email (opt-in) Anonymous visitors turned into known and addressable contactsCopyright Neolane - 2011 Neolane Private and Confidential 22
  • 23. „„Social media is a place where people come to have conversations. Most marketing campaigns are presented to customers as static offers, regardless of the channel. Predefined mass marketing offers will stand out as being just that. Offers via social media should be dynamic and based on the persons interest and interactions within social media and across other channels ‟‟ Gartner – August, 15th - 2011Copyright Neolane - 2011 Neolane Private and Confidential 23
  • 24. Thank You Neolane Stand C5 Win a trip to Paris for 2Copyright Neolane - 2011 Neolane Private and Confidential 24