The 9 Immutable Laws of Social Media Marketing DMA 2011

9 Immutable Laws ofSocial Media Marketing
Presented by James Gilbert, CEO
October 5th, 2011

Just who do you think I am?
30 year history in DM (old school > new school)
CEO, GDM
Board member – FL DMA
Professor Direct Marketing
Author Target Marketing Group
Return on Intelligence Blog
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!”

No
Paradigms!

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

Translation?
One Word...

Engagement!
Fulfill the DM Promise of true 2 way communications

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?

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!!!!

Case Study – The Fresh Diet
About The Fresh Diet
Focus on Facebook

Level of effectiveness = 0
November2009:
94 fans

Level of effectiveness = 100
December 2010:
24,195 likes
That’s a lot more than nutrisysem!

Level of effectiveness = 1,000
October 2011:
66,000 likes
That’s a lot more than nutrisysem!

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.

Don’t be an info pusher!

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

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

How we got to 66K – the basics
Call center
Collateral Material
Mailers
Email signatures
Email newsletters
Any place we can think of

How did we get there?
Facebook ads
Can be hit or miss
Effective in driving targeted traffic
Target by:
Geography
Interests (dieting, kosher)
Work (where)
Education type
Connected to people, businesses

Step 2 building engagement
It started with a single contest.
Carbometer
We now run contests every day of the week

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

Contest examples
Plate your favorite meals

Contest examples
Halloween costume contest

Contest examples
Motivation poster contests

Contest examples
Fresh Diet-ize a Beatles Lyric (in honor of John Lennon)
Fresh Diet-ized Haiku

Contest examples
Video contests
This contest coined the phrase, “the fresh diet delivery fairies?

Contest examples
Ultra secret contests
My excuse to give away food
Any old contests
Banner ad

Contests Recipe winner

Any Excuse for a contest

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.

Building Traffic – Fans and Likes
Ad.ly network allows you to buy paid tweets from celebrities
Gained 400 fans in one day

Tie ins with other sites drove major traffic and likes
We did this one in conjunction with a freebie every day.

Paid tweets from Heidi Montag promoting a contest drove fans and contest entries

Using the @ sign drives traffic
This post ran on TFD and Holly Madison’s FB page at the same time

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.

Engagement, our customer take over
In a social media driven world – people buy from their peers!

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.

Customers take over
Fresh never frozen

The exponential search factor.
Social media increases your search engine rankings, and when combined with your website drives additional traffic via organic search.

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.

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

Facebook as a Customer Service tool
When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered

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

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.

The days of “big anonymous corp.” are over!

Bio’s of our employees bring customers closer to the company

Build involvement and trust
Be Transparent
Go behind the scenes

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

Again, we do a lot of video

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.

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)

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

Build involvement and trust

Give to get – Random Freebies

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.

Rep is everything

The time spent factor.
Customers are not always ready to buy.
Social media’s eight other immutable laws prepares customers over time.

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!

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!

Thank You!How to reach me…jimdirect@aol.com @gilbertdirect561-302-1719Don’t forget linked in!

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The 9 Immutable Laws of Social Media Marketing DMA 2011

by Gilbert Direct Marketing, Inc. on Oct 11, 2011

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The 9 Immutable Laws of Social Media Marketing DMA 2011 — Presentation Transcript