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Social Media and Direct Marketing

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How to use social media for direct/promotional marketing

How to use social media for direct/promotional marketing

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  • 1. TITLE OF APRIL 23, 2010 COSSETTE PRESENTATION SOCIAL MEDIA + MARKETING1
  • 2. Social Media + DM AGENDA > New realities > Strategies >Top level >For direct/promotional marketers > Email marketing vs. social media > Measuring impact 2
  • 3. Social Media + DM NEW REALITIES WHAT HAS CHANGED? 3
  • 4. Social Media + DM YESTERDAY Opinion leaders + Elite Masses 4
  • 5. Social Media + DM TODAY Employees Government Media Companies Interest groups Consumers/ Unions Citizens Investors/ Analysers 5
  • 6. Social Media + DM THE SHIFT FOR MARKETERS Controlled Open Collaboration Collaboration Control Controlled Brand Dialog Communications Consumer Collaboration 6
  • 7. Social Media + DM WHAT’S CHANGED? > Today’s consumers are: >More brand/marketing savvy than ever before >More apt to discuss, engage and advocate the brands they trust >Content consumers and content creators 7
  • 8. Social Media + DM SOCIAL MEDIA IS AFFECTING SALES …and not just brand perception 8
  • 9. Social Media + DM THE NEW WEB > Two results of the RELEVANCE web >Evolved from the INFORMATION web 1 A growing importance of identity and authenticity 2 Real people want to connect…with real things 9
  • 10. Social Media + DM STRATEGIES FOR DIRECT/PROMOTIONAL MARKETERS 10
  • 11. Social Media + DM WHAT TO STAY AWAY FROM > It’s not social media…it’s marketing > Avoid thinking in campaigns or flights – be strategic > Using old metrics to define success 11
  • 12. Social Media + DM WHAT TO FOCUS ON > Leveraging the social graph > Build your brand and shape it > Get started and iterate > Develop a conversation calendar 12
  • 13. Social Media + DM New Facebook changes 13
  • 14. Social Media + DM 14
  • 15. Social Media + DM THERE ARE NO SECRET RECIPES 15 15
  • 16. Social Media + DM DO YOUR HOMEWORK LEAD GENERATION 16
  • 17. Social Media + DM 17
  • 18. Social Media + DM DEFINE OBJECTIVES > Creation of social media accounts >Facebook >Twitter >YouTube >Flickr >LinkedIn > Using social media to generate interest in offer >Partnerships with social influencers >Partnerships with bloggers >Social tools for consumers > Twitter avatars > Facebook profile pictures/badges, gifts in marketplace, applications, games 18
  • 19. Social Media + DM LEVERAGE MATERIAL + PLAN CONTENT > Existing promotions/rebates/sales/coupons > Newsletter and eblast efforts > Provide original content for social media >Be careful not to disseminate the same messages as newsltters, website, etc. >Promotions made for social media accounts only > How can you manage your social media content? >Plan, analyze and adapt >Editorial calendars >Make your content about your consumers 19
  • 20. Social Media + DM SHIFT FROM PUSH TO SHARE > Create content destinations that: >Explain the offer >Provide opportunity to interact, share opinions and comments > blog posts, video, event pages on social networks >Think of a landing page, but focused on being informative and encouraging discussion > Time breakdown >1:2:1 listening, connecting, publishing >Twitter: 80% share and 20% push 20
  • 21. Social Media + DM PROMOTE > Promotion of social media accounts >Website >Newsletters >Advertising >Contesting to recruit fans/followers >Stunts > Use social media to promote your promotions >Partnerships >If you have an account: custom tabs, simple or complicated html coding > Microsites on Facebook page 21
  • 22. Social Media + DM 22
  • 23. Social Media + DM 23
  • 24. Social Media + DM 24
  • 25. Social Media + DM 25
  • 26. Social Media + DM PARTNERSHIPS > Partnerships to promote social media accounts > Business partnerships to include social media links > Sharing with other accounts, retweeting > Blogger campaigns > Contesting > Advertorial > PR content > Partnerships to expand reach of promotions > Blogger campaigns > Offering special promotions for their readers > Providing bloggers with tools to execute their own promotions for your product or service > Targeting influencers > Offering something to influencers – those with many group members, fans, followers – to help you spread the word 26
  • 27. Social Media + DM 27
  • 28. Social Media + DM EMAIL MARKETING vs. SOCIAL MEDIA USE YOUR EXISTING TECHNIQUES 28
  • 29. Social Media + DM WHAT IS EMAIL MARKETING > Email marketing is about customer retention > Building stronger relationships with customers >Who already know you and decided that they want to keep hearing from you >Want to stay up to date on what you’re doing >Hear about new products >Hear about hot deals, etc. > Inbox messages help keep your company name in their top of mind See any parallels with Facebook and Twitter? 29
  • 30. Social Media + DM CUSTOMER WANTS/NEEDS > Email: think like your customer >What do your customers want? >What’s their mindset? >Want to hear about upcoming deals and specials? >Want a reason to head in store? >Want educational articles to help them deal with a certain task? > Social: think like your customer >Define your account tonality and personality >Use Facebook analytics to see what your fans like and don’t like, then adjust your strategy 30
  • 31. Social Media + DM DESIGN + MULTIMEDIA > Email: find a good template >The emailing you send should look and feel like your brand >Multimedia is not easily shared by email > Social: Invest in the design and multimedia content of your page, Twitter or Youtube account >Facebook multimedia - photos, videos and audio clips - must reflect brand yet add something new >Twitter and YouTube “skin” (background design) >YouTube > What makes for a viewed YouTube video? 31
  • 32. Social Media + DM SEGMENTATION > Email: Segment your emails >Analytics program to help you segment and bucket customers based on those actions >Create separate e-mailings with customized content > Social: Can’t segment – but… >Can’t target messaging in social media >Can target status updates based on geography and language (Facebook) >Can have multiple social media accounts 32
  • 33. Social Media + DM TIMING > Email: Find the best day to send >Emails sent Tuesday-Thursday receive the highest open and click through rate >Test which days have the highest click through rates > Social: Find the best day and time to communicate >Morning, before lunch, right after lunch, before the end of the day, less on the weekends >Not written in stone, check what days and times generate the most impressions and cause the most engagement with community 33
  • 34. Social Media + DM WRITTEN CONTENT > Email: Write good subject lines > Clear call to action that will pique interest and make members click through to get benefit > Should only be about 6-7 words > Should inform, intrigue, excite, be compelling and actionable enough that readers will want to know what’s inside > Social: write good updates > 140 characters for your subject line and text > Must be clear, concise and to the point, while enticing consumer to click for more info (open link, go to your site, view photo or video, share with a friend, etc.) > Applicable for Facebook updates, Tweets, YouTube video names and descriptions (and tags) 34
  • 35. Social Media + DM TAKEAWAYS > Email newsletters are not dead! > Have you made them mobile? >Smartphones make email accessible >Flash doesn’t work on iPhones 35
  • 36. Social Media + DM MEASURING IMPACT ROI OF BEING SOCIAL 36
  • 37. Social Media + DM MEASUREMENT ID EA L SC EN LEVEL OF ENGAGEMENT A RI O LEVEL OF EXPOSURE 37
  • 38. Social Media + DM QUANTITATIVE QUALITATIVE > Clicks > Shift in sentiment > Impressions > Perception shift > # of followers/fans > Comments/Likes > # of posts, tweets, etc. > Key message pick up > Unique visitors > Usage of assets > Sites linking in > Pass along > Coupon redemption > Engagement with applications > # of database opt-ins > Recall awareness > Downloads > Likelihood to > # of pass-along recommend 38
  • 39. Social Media + DM FACEBOOK INSIGHTS 39
  • 40. Social Media + DM RESOURCES > Allocation of resources >Time (internal resources) >Design & Branding >Custom HTML work (for page improvement, customisation and the development of applications including contests) >Monitoring and analysis >Social media advertising and promotion >Outside strategic council 40
  • 41. Social Media + DM TAKEAWAYS > Things have changed, you can’t fight it > Social media is just a new tool > There is a need for DM and promotions in social media > Listen, define your strategy, plan, share, promote and measure > You already know the basics - use your email marketing savvy > Need new KPIs and metrics to measure success > GO AND GET STARTED! 41
  • 42. Social Media + DM Every communication is a link 42
  • 43. Social Media + DM THANK YOU! Alison Neill Alison.neill@cossette.com Twitter: twitter.com/alineill LinkedIn: http://ca.linkedin.com/in/alisonneill 43

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