The Intersection of Social Media and Direct


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Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.

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The Intersection of Social Media and Direct

  1. 1. The Intersection of Social Media and Direct<br />DMA: 2010<br />Conference & Exhibition<br />
  3. 3. INTRODUCTION <br />Maryssa Miller<br />VP, E-commerce at Create The Group<br />Most recently Director, E-commerce at Lacoste USA<br />Masters of Science in Direct and Interactive Marketing from New York University, now Adjunct Professor of E-commerce Marketing<br />Board of Governors for the DMA International ECHO Awards<br />3<br />
  5. 5. Key Trends<br />Brands are harnessing the power of social media and social shopping to reach a wider audience. By opening up the social channel, customers become the brand’s biggest advocates, helping to spread loyalty and passion for the brand. Users can create a new audience by connecting their friends and peers to their favorite brand. <br /><ul><li>Facebook: Increase awareness of the brand, create a loyal fanbase and push exclusive content to users
  6. 6. Twitter: Keep users engaged with frequent updates and brand messaging
  7. 7. YouTube: Post unique video content and link back to the website
  8. 8. Blog Partnerships: Curate original editorial content through strategic alliances with appropriate partners and key bloggers
  9. 9. Social Shopping: Social shopping sites like Polyvore are a great way to engage customers that are already interacting with products and have an affinity for brands
  10. 10. Geo-Targeting: Apps like Foursquare can deliver targeted messaging based on a user’s location</li></li></ul><li>HOW SOCIAL MEDIA IS CHANGING THE LANDSCAPE<br />Nearly 70% of the digital universe will be generated by individuals this year.<br />Facebookis the most visited site in the world (back and forth with Google). Three years ago it didn’t register in the Top 10.<br />81% of online holiday shoppers read online customer reviews before making a purchase.<br />6<br />
  11. 11. 7<br /> WORD OF MOUTH MARKETING<br />“Conventional Wisdom has long held that a dissatisfied customer tells ten people. But that is out of date. In the new age of social media, he or she has the tools to tell 10 million consumers virtually overnight.” <br />– Gillen, The New Influencers, 2007<br />
  13. 13. DIRECT RESPONSE VS. SOCIAL MEDIA<br />9<br />
  14. 14. SOCIAL MEDIA AS NEW DIRECT MARKETING<br />Social media platforms give you the opportunity to generate leads<br />To have the greatest number of people see your message, it’s all about location online<br />Using your own opted-in fan base, you have a better group of qualified traffic<br />Once you have the captive audience, you need to be relevant and not abuse their trust when choosing to market to them<br />
  15. 15. Strategy<br />
  16. 16. Four Pillars of Social Media<br />There are four key areas a brand needs to focus on in order to successful leverage the social channel:<br />Content Creation<br />Fan Engagement<br />Social Listening<br />Trend Watching<br />
  17. 17. Content Creation<br />Social media is only as strong as the content created for fans. It is important to develop a content strategy that encourages customers to engage with the brand.<br /><ul><li>Multimedia – Video and image-based posts are one of the best ways to bring traffic to the site.
  18. 18. Unique Content – Content created specifically for the social channel compels users to interact with the brand.
  19. 19. Incentives – Product and content exclusives are a great way to drive sales.</li></li></ul><li>Fan Engagement<br />Engagement is key in managing social media:<br /><ul><li>Update Frequency – Keep users interested by making relevant and timely updates on sites such as Facebook and Twitter. Typically there should be 3 – 4 posts per week, never to exceed three per day.
  20. 20. Contests/Promotions – Provide benefits to following the brand across channels.
  21. 21. Community Interaction – Maintain a conversation with your fan base and respond to brand chatter.</li></li></ul><li>Social Listening<br />Social listening tools enable companies to monitor what people are saying about their brand across the internet, in one streamlined application.<br />CREATETHE GROUP uses social listening tools to:<br /><ul><li>Analyze information collected and measure trends based on user keyword or topic
  22. 22. Quantify results to gain actionable learnings about the users most engaged with the brand
  23. 23. Provide real-time updates to respond quickly to any issues that may arise
  24. 24. Identify opportunities for engagement</li></li></ul><li> OTHER TOOLS TO MEASURE<br />Tweet Volume<br />Facebook Lexicon<br />Google Trends<br />
  25. 25. Integrate Social Media into Existing Direct Marketing<br />Customer’s Top Rated from social media for content<br />“Share This” Functionality on product pages<br />“Follow Us On Twitter” and Become A FacebookFan through email<br />Facebook vanity urls for direct response (www.facebook/yourbrand)<br />
  26. 26. OUR WORK: CASE STUDIES<br />
  27. 27. Juicy Couture<br /> utilizes CTS / PLATFORM to create a unique social shopping community called “Club Couture.” <br />Through this community, users can:<br /><ul><li>Create a look from merchandise in the product catalogue
  28. 28. Share customized looks with other users
  29. 29. Shop socially with other Juicy fans
  30. 30. Interact with users in the forum
  31. 31. Share looks and favorite items through social networking sites such as Facebook and Twitter</li></ul>Club Couture has provided Juicy Couture with high results:<br /><ul><li>Increased brand loyalty
  32. 32. Increased conversion by 162%
  33. 33. Increased time on site by 150%
  34. 34. Increased user interaction and sharing between site and Facebook </li></ul>The Juicy Couture Facebook page currently has over 500,000 fans. <br />
  35. 35.
  36. 36. St. John Knits<br />Launched in 2009, The St. John Community serves as a unique social networking portal that gives fans and employees the opportunity to interact. <br />Through the portal, users can:<br /><ul><li>Create their own profiles
  37. 37. Interact with designers, employees, Marie Gray and other users
  38. 38. Network with their peers
  39. 39. Create relationships with their store associate
  40. 40. Share stories and their love for the St. John’s brand
  41. 41. Receive unique looks and personal recommendations from store associates
  42. 42. Make purchases online or in a store</li></ul>The St. John Community has seen success through:<br /><ul><li>Employees using the community consistently meet or exceed sales targets
  43. 43. Enlarged customer base and consumer loyalty
  44. 44. Increased store traffic, generating in-store purchases</li></li></ul><li>
  45. 45. NOWNESS<br />CREATETHE GROUP launched, an innovative editorial site that is part of the LVMH family. NOWNESS offers interactive content and visually compelling features on art, fashion, culture, travel and lifestyle. <br />Users can:<br /><ul><li>Choose to “Love” or “Don’t Love” a feature
  46. 46. Share content with friends via email or across social media sites such as Facebook and Twitter
  47. 47. View content based on other users’ favorites
  48. 48. Browse according to user location
  49. 49. Leave comments on a specific article or contributor</li></ul>CTG worked with NOWNESS to develop a Facebook presence that included:<br /><ul><li>Creating the Facebook page
  50. 50. Developing content calendar
  51. 51. Finding and developing relevant content
  52. 52. Identifying favorite pages and displaying them on the page
  53. 53. Building an interactive discussion forum
  54. 54. Posting user polls</li></li></ul><li>
  55. 55. Brands embracing social<br />
  56. 56. Levi’s<br /><ul><li>360K fans
  57. 57. Levi’s has successfully integrated Facebook Connect into their e-commerce site, allowing users to share their favorite styles with all their friends with a single click.</li></li></ul><li>Coach<br />Unique Content- Content you create specifically for Facebook can be one of the most compelling reasons for a person to Like your brand. Product and content exclusives are a great way to engage users to interact with the brand and drive to purchase.<br />
  59. 59. Social media: looking ahead<br />
  60. 60. SOCIAL MEDIA: THE NEW CRM PROGAM<br />Already brands are experimenting with Foursquare, Yelp and others to drive loyalty programs<br />Merging data from social media on brand engagement with offline data can help determine the true “best customers”.<br />Facebook especially will have more data than any direct marketer could have dreamed – targeting opportunities will be endless…but also relevant.<br />30<br />
  62. 62. SOCIAL MEDIA: THE NEW MARKET RESEARCH TOOL<br />Dell Ideastorm<br />Results<br />- 4,800 ideas generated by employees<br />- 150 ideas Implemented by Dell<br />My Starbucks Idea<br />Results<br />- 70,000 Ideas in the first year<br />- Many Ideas implemented<br />- Starbucks VIP card<br />- Buy coffee beans, get a free cup<br />
  63. 63. Social media: MOVING FORWARD<br />
  64. 64. SOCIAL MEDIA USING DIRECT MARKETING PRINCIPLES<br />Use customer insights and market research to inform the strategy<br />Develop engaging content and creative that people will talk about<br />Have a clear call to action<br />Testcampaigns and creative<br />Track, measure and analyze the results<br />
  65. 65. CREATETHE GROUP Media Services<br />CREATETHE GROUP’s Media team works with clients to identify their online marketing objectives and define key performance indicators. We execute and optimize custom integrated media strategies in the appropriate channels. We maintain relationships with top publishers on both direct response and branding campaigns and leverage these connections to stay on top of the media landscape.<br />SERVICES<br /><ul><li>Display campaign media planning
  66. 66. Search engine marketing
  67. 67. Affiliate network creation & management
  68. 68. Datafeed management (comparison shopping)
  69. 69. Ongoing campaign optimization and analysis
  70. 70. Creative testing
  71. 71. Search engine optimization consulting</li></ul>PARTNERS<br />
  72. 72. Trend Watching<br />As part of CREATETHE GROUP’s social media services, we provide our clients with monthly updates on the ever-changing social media landscape:<br /><ul><li>Identify what key competitors are doing in the social media space
  73. 73. Leverage social media monitoring learnings to see what influentials are talking about now
  74. 74. Stay ahead of competitors by developing a presence in up and coming channels and engaging early adopters
  75. 75. Keep abreast of legal developments and changes within the social media landscape</li></li></ul><li>THANK YOU<br />