Social Media meets Direct Marketing

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A view on the application of direct marketing strategy across social media channels.

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  • What is really interesting is that this is that it is people who are creating and controlling that energy. The people are the energy Trendwatching.com refers to a new generation GENERATION C Were c stands for content So why is this important to us as marketers?
  • http://hypenotic.com/bookmarks/612/what-is-social-media
  • http://scottgould.me/rage-against-the-machine-the-case-study-in-spreadability-vs-reach/
  • Social Media meets Direct Marketing

    1. 1. Applying direct marketing strategy to social media <ul><li>March 2010 </li></ul>
    2. 2. The connection between Social Media and Direct Marketing
    3. 3. Everyone has a different definition of social media
    4. 4. A quick definition of direct marketing Connecting marketers and customers
    5. 5. Then for digitally enabled direct marketing Connecting marketers and customers .… in real time….
    6. 6. Social Media is the democratization of content and the understanding of the role people play in the process … Brian Solis http://www.webpronews.com/blogtalk/2007/06/29/the-definition-of-social-media
    7. 7. Social media is a great vehicle, but it’s not a strategy
    8. 8. So the direct marketing strategy fundamentals are the same in the social media channel…
    9. 9. Find your market
    10. 10. We are there!
    11. 12. Consistency of engagement, message, contribution
    12. 13. Conversation, not campaign, focus
    13. 14. Earn attention
    14. 15. What do you want people to actually do?
    15. 16. Have you defined guiding principles and rules of engagement?
    16. 17. Source: Coca Cola – published online
    17. 18. In December 2009, 13 percent of traffic to major Web portals like Yahoo, MSN and AOL came from Facebook Source: Compete Inc. Jessica Ong director of online media and search,
    18. 20. Is crowd sourcing one of your strategies?
    19. 21. “ World” of mouth
    20. 22. … a big audience….
    21. 23. But you need a targetted focus….
    22. 24. Segmentation: What brings people together , not what sets them apart.
    23. 25. Brands don’t need to be everywhere, only where customers and influencers communicate and seek information today and tomorrow. Brian Solis http://www.briansolis.com/2010/01/social-marketing-in-twenty-ten/
    24. 27. Social media activities cannot exist in a bubble…. they co-exist with business and marketing strategies
    25. 28. Forrester’s role of the new marketer
    26. 29. Focus on outbound messaging in addition to consult with sales, customer service, and human resources on how the brand must be communicated in every consumer interaction, every tweet, and every touchpoint. Forrester’s Top Social Computing Predictions for 2010, written by Emily Riley, Nate Elliott, Josh Bernoff, Sean Corcoran, Augie Ray, and Emily Bowen,
    27. 30. Fashion programs that are seamless with the actual product and service experience beyond the imagination of creative messages. Forrester’s Top Social Computing Predictions for 2010, written by Emily Riley, Nate Elliott, Josh Bernoff, Sean Corcoran, Augie Ray, and Emily Bowen,
    28. 31. Respond to and be part of the ever-changing dialog with consumers, not plan bursts of communication on a yearlong calendar. Forrester’s Top Social Computing Predictions for 2010, written by Emily Riley, Nate Elliott, Josh Bernoff, Sean Corcoran, Augie Ray, and Emily Bowen,
    29. 32. Look beyond the quantity of friends, page visits, eyeballs, readers, and viewers to measure changes in consumer attitude and intent. Forrester’s Top Social Computing Predictions for 2010, written by Emily Riley, Nate Elliott, Josh Bernoff, Sean Corcoran, Augie Ray, and Emily Bowen,
    30. 33. How do we present a case to the pessimists?
    31. 34. When their exposure may be to the irreverent?
    32. 36. Professionals Worldwide Who Measure the ROI of Their Social Media Programs, August 2009 Note: Includes blogs, chat, discussion boards, microblogs, podcasts, ratings, social networks, video-sharing, wiki’s etc Source: Mzinga and Babson Executive education, “Social Software in Business” September 8, 2009, eMarketer
    33. 37. Some examples of ROI
    34. 39. Having been Christmas no.1 for 4 years in a row, 2009 seemed like a forgone conclusion
    35. 40. Jon and Tracy Morter had other ideas….
    36. 41. In the X Factor corner <ul><li>A safe, radio friendly single </li></ul><ul><li>Primetime TV with 13.9m viewers (45% share) </li></ul><ul><ul><li>Daily media coverage </li></ul></ul><ul><li>Simon Cowell </li></ul><ul><li>Discount pricing </li></ul><ul><li>Front page promotion on iTunes, Amazon, Play.com and Tesco.com </li></ul>
    37. 42. In the Rage Against The Machine corner <ul><li>An offensive song that caused complaints last time it was played on Radio1 </li></ul><ul><li>£0 marketing budget </li></ul><ul><li>No record company support </li></ul><ul><li>Unofficial Facebook group </li></ul><ul><li>Disgruntled music fans – with a voice </li></ul>
    38. 43. Ultimately, engagement beat reach 13.9 million TV viewers (ave) 450,000 copies sold 3% conversion 1 million Facebook group members 500,000 copies sold 50% conversion
    39. 44. The result: Rage Against The Machine OUTSOLD X Factor by 50,000 records
    40. 45. Why did it work?
    41. 46. <ul><li>Context </li></ul><ul><li>Provocative </li></ul><ul><li>Co-ownership </li></ul><ul><li>Simple goal </li></ul><ul><li>Leveraged high profile supporters </li></ul><ul><li>Viral nature of networks </li></ul><ul><li>Conversion was easy </li></ul>
    42. 47. Sure – but that’s something that people are interested in. What about something like….
    43. 50. 50,000+ product ideas - customer engagement?
    44. 53. In total, Dell’s global reach on Twitter has resulted in more than $6.5 million in revenue . Source: http://www.briansolis.com/2010/02/roi-how-to-measure-return-on-investment-in-social-media
    45. 54. Ultimately, social media marketing needs to become part of your organisations marketing DNA
    46. 55. And not left to one person – at the bottom of the organisation….
    47. 57. Thanks <ul><li>email: phil@apparent.com.au </li></ul><ul><li>Twitter: twitter.com/phillipsmith </li></ul><ul><li>LinkedIn: www.linkedin.com/philsprofile </li></ul>

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