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The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
The 9 Immutable Laws of Social Media Marketing
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The 9 Immutable Laws of Social Media Marketing

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On October 5th 2011, Jim Gilbert, President of Gilbert Direct Marketing presented The 9 Immutable Laws of Social Media Marketing to a packed house at the Direct Marketing Association's annual …

On October 5th 2011, Jim Gilbert, President of Gilbert Direct Marketing presented The 9 Immutable Laws of Social Media Marketing to a packed house at the Direct Marketing Association's annual conference and exhibition in Boston. (DMA2011).

This presentation is the culmination of the last 5 years of research and execution of social media marketing programs for multiple clients.

Included in this presentation is a caste study of how Jim Gilbert built the social media marketing program for a consumer diet business from the ground up.

Reach Jim at jimdirect@aol.com

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  • Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
  • ----- Meeting Notes (10/5/11 07:16) -----Throw what you know out the window!
  • No paradigms. I’m a heretic. No assumptions made for results. Just connect! How to build it so they will come.----- Meeting Notes (10/5/11 07:16) -----Forget the DM science for a while!
  • Why I do what I do… my motto!How does this TRANSLATE to a social world?
  • Engagement!----- Meeting Notes (10/4/11 23:31) -----How does this translate to a social world?
  • Engagement! Connect… be real! Dialog! Two way street.
  • Engage with./.. Engaging customers/prospects in social media channels increases brand/time.The more time a consumer spends with your brand and your products, the more likely they are to buy.
  • Engage with./..
  • We focused heavily on facebook. That was the central hub for our communty.
  • Actually 23K indecember.
  • Actually 23K indecember.
  • We do everything in our power to drive traffic to FBEven over our website in many instances
  • Humor, tease customers, deal ASAP with issues, Don’t just push out info, engage and build relationships
  • Email newsletters always promote!!!ContestsFreebies
  • Now back to ENGAGEMENT…
  • Out CTO developed a way to tell people if they chose too many carbsI wanted to brand it and did ws contest on FBContests are how we
  • Drive to utube, blog contests, twitter, etc…As a reformed cataloger, this is a familiar concept of DM and LTVWe cross promote fb, youtube, twitter, blog, website, etc!
  • We use twitter to drive to FB and Blog
  • Real voice, address concerns, etc.
  • I was in Disney this weekend, and our customers and fans ran the page for us, did contests, prmoted specials, etc.
  • Branding tfd employees video
  • We do this cross channel too, website, newsletter, etc! The more transparant we are, the more we open ourselves up to consumers as real, the more they respond.
  • January fiascoHowards market
  • United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
  • United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
  • The Fresh Diet Vs Yelp!
  • Engage with./..
  • Transcript

    • 1. 9 Immutable Laws ofSocial Media Marketing
      Presented by James Gilbert, CEO
      October 5th, 2011
    • 2. Just who do you think I am?
      • 30 year history in DM (old school > new school)
      • 3. CEO, GDM
      • 4. Board member – FL DMA
      • 5. Professor Direct Marketing
      • 6. Author Target Marketing Group
      • 7. Return on Intelligence Blog
      • 8. Guide to Social Media - Content
    • “What can I expect from Social Media?”
      “What kind ROI will I get?”
      “I tried social media and gained No Customers!”
    • 9. No
      Paradigms!
    • 10. Orientation
      (What these laws are really about!)
      "There is only one valid definition of business purpose – to create a customer.
      Companies are not in business to make things… but to make customers.”
      -- Peter F. Drucker
    • 11. Translation?
      One Word...
    • 12. Engagement!
      Fulfill the DM Promise of true 2 way communications
    • 13. Social Media Law # 1
      The deeper the level of engagement, the deeper the trust/bond with your company!
      Nothing happens without engagement!
      How engaged are your social media fans?
    • 14. The Law of Engagement!
      The goals of every social media marketer...
      Engage!
      Draw them out!
      Get them involved!
      Tug at their heartstrings
      Tell a story!!!!
      Create drama!!!!
    • 15. Case Study – The Fresh Diet
      About The Fresh Diet
      Focus on Facebook
    • 16. Level of effectiveness = 0
      November2009:
      94 fans
    • 17. Level of effectiveness = 100
      December 2010:
      24,195 likes
      That’s a lot more than nutrisysem!
    • 18. Level of effectiveness = 1,000
      October 2011:
      66,000 likes
      That’s a lot more than nutrisysem!
    • 19. Building our brand via Facebook
      Our facebook page is our calling card.
      Many times we prefer to send to FB over web
      More powerful than our website
      People see engagement and want to join in
      People see happy customers and order!
      Beyond our “likes” thousands of people check us out on FB daily.
    • 20. Don’t be an info pusher!
    • 21. How we got there – Goals!
      Main goal!
      Put a human face on the nameless faceless corporate entity
      Distinguish ourselves from big corps
      We are real people, promoting a healthy lifestyle
      People respond to real
    • 22. How we got there – Goals!
      Build relationships - Build engagement
      Speak in a real voice
      Develop trust
      Give to get world
      Time spent on site = engagement
      Engagement = Sales
      Sales + Engagement = Advocacy
      I tease people, draw them out, call them out, etc
    • 23. How we got to 66K – the basics
      Call center
      Collateral Material
      Mailers
      Email signatures
      Email newsletters
      Any place we can think of
    • 24. How did we get there?
      Facebook ads
      • Can be hit or miss
      • 25. Effective in driving targeted traffic
      • 26. Target by:
      • 27. Geography
      • 28. Interests (dieting, kosher)
      • 29. Work (where)
      • 30. Education type
      • 31. Connected to people, businesses
    • Step 2 building engagement
      It started with a single contest.
      Carbometer
      We now run contests every day of the week
    • 32. Contests mean to us
      A way to seed the market with food
      A way to have people come back and give positive feedback
      An engagement tool
      Fun – draws people out
    • 33. Contest examples
      Plate your favorite meals
    • 34. Contest examples
      Halloween costume contest
    • 35. Contest examples
      Motivation poster contests
    • 36. Contest examples
      Fresh Diet-ize a Beatles Lyric (in honor of John Lennon)
      Fresh Diet-ized Haiku
    • 37. Contest examples
      Video contests
      This contest coined the phrase, “the fresh diet delivery fairies?
    • 38. Contest examples
      Ultra secret contests
      My excuse to give away food
      Any old contests
      Banner ad
    • 39. Contests Recipe winner
    • 40. Any Excuse for a contest
    • 41. Social Media Law # 2
      Brand + Channels = Revenue.
      The more channels a consumer interacts with your brand in, the more likely they are to buy.
      Offering multiple engagement channels allows for consumer self selection of preferred channels.
      Being in the right social media channels based on your market increases channel interaction.
    • 42. Building Traffic – Fans and Likes
      Ad.ly network allows you to buy paid tweets from celebrities
      Gained 400 fans in one day
    • 43. Building Traffic – Fans and Likes
      Tie ins with other sites drove major traffic and likes
      We did this one in conjunction with a freebie every day.
    • 44. Building Traffic – Fans and Likes
      Tie ins with other sites drove major traffic and likes
      We did this one in conjunction with a freebie every day.
    • 45. Building Traffic – Fans and Likes
      Paid tweets from Heidi Montag promoting a contest drove fans and contest entries
    • 46. Building Traffic – Fans and Likes
      Using the @ sign drives traffic
      This post ran on TFD and Holly Madison’s FB page at the same time
    • 47. Social Media Law # 3
      Brand + time + channels = advocates.
      Consumers spending time in multi channels breeds customers more likely to become brand advocates and influencers.
      This is the new multichannel marketing model for the 21st century.
      Social media creates brand advocates and turns peers into your best salespeople.
    • 48. Engagement, our customer take over
      In a social media driven world – people buy from their peers!
    • 49. Engagement our customers take over
      In Orlando
      Customers ran contests, promoted specials answered CS Q’s
      Our customers would walk through fire due to the trust we have built.
      We ask people from FB to do interviews, show up at events, etc… even be on TV.
    • 50. Customers take over
      Fresh never frozen
    • 51. Social Media Law # 4
      The exponential search factor.
      Social media increases your search engine rankings, and when combined with your website drives additional traffic via organic search.
    • 52. Social Media Law # 5
      The new-fangled customer service factor.
      Consumers choose their contact preferences.
      Brands not having multiple channels for customer service risk losing customers.
      Consumers expect instant gratification and social media delivers.
    • 53. Facebook as a customer service tool
      Our Sales and CS people inhabit our page
      Customer service is no longer limited to the call center!!!
      When questions get asked, we answer ASAP
      Speed and agility in a social media world
      If we don’t answer fast enough, we get grief
    • 54. Facebook as a Customer Service tool
      When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
    • 55. Facebook as a Customer Service tool
      When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
      We took a beating due to the snow in the NE
    • 56. Social Media Law # 6
      The behind the scenes factor.
      People don’t buy from brands - they buy from people.
      Social media puts a human face on the faceless corporate entity.
      The biggest opportunity around social media is to allow people to connect with your employees as peers.
    • 57. The days of “big anonymous corp.” are over!
    • 58. Bio’s of our employees bring customers closer to the company
    • 59. Build involvement and trust
      Be Transparent
      Go behind the scenes
    • 60. Bringing our customers closer
      Image done by one of our customers of our CEO Zalmi Duchman.
      He is officially Zman or Zuperman to our fans
    • 61. Again, we do a lot of video
    • 62. Social Media Law # 7
      Trust is the new black.
      The aforementioned laws allow consumers to build or rebuild trust if done correctly.
      Social media harkens back to the days of the corner store where consumers and brands had a cordial relationship.
      Social media builds relationships over time.
    • 63. Trust? Our involvement devices
      Delivery fairies
      Fearless FB leader
      Overgiving
      We let our customers run and judge contests
      Brand everybody
      Make fun of ourselves
      Have all get involved in company
      Ask questions, involve customers (bag, slogans)
    • 64. Building Trust – Random Freebies
      Every day we give food away randomly on FB.
      Other times we just give it away for no reason
      Is it expensive? Sure, but the rewards are enormous
      People are always promoting us to our friends
      Another way we seed the market and drive positive reviews
    • 65. Build involvement and trust
    • 66. Give to get – Random Freebies
    • 67. Social Media Law # 8
      The online reputation factor.
      Whether you like it or not consumers are talking about your brand.
      Social media is the great neutralizer.
      It allows your company to seek out negatives and turn them into positives via reputation management and communications.
    • 68. Rep is everything
    • 69. Rep is everything
    • 70. Social Media Law # 9
      The time spent factor.
      Customers are not always ready to buy.
      Social media’s eight other immutable laws prepares customers over time.
    • 71. Social Media Law # 9
      Engagement + time + trust = revenue.
      When we run sales on FB sales come!
      Use promo codes to track
      Customers do the selling for us.
      Must try this!
    • 72. Get a copy…
      Drop me a business card and I will send you a copy of this preso!
      Feel free to pass it along too!
    • 73. Thank You!How to reach me…jimdirect@aol.com @gilbertdirect561-302-1719Don’t forget linked in!

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