Social Media meets Direct Marketing

Applying direct marketing strategy to social media ADMA SA Direct Marketers Toolbox March 2010 content in the context of the audience COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010 www.ideagarden.com.au

The connection between Social Media and Direct Marketing COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Everyone has a different definition of social media COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

A quick definition of direct marketing Connecting marketers and customers COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Then for digitally enabled direct marketing Connecting marketers and customers .… in real time…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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 COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Social media is a great vehicle, but it’s not a strategy COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

So the direct marketing strategy fundamentals are the same in the social media channel… COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Find your market COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

We are there! COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Consistency of engagement, message, contribution COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Conversation, not campaign, focus COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Earn attention COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

What do you want people to actually do? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Have you defined guiding principles and rules of engagement? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Source: Coca Cola – published online COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Is crowd sourcing one of your strategies? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

“World” of mouth COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

…a big audience…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

But you need a targetted focus…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Segmentation: What brings people together, not what sets them apart. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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/ COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Social media activities cannot exist in a bubble…. they co-exist with business and marketing strategies COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Forrester’s role of the new marketer COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

How do we present a case to the pessimists? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

When their exposure may be to the irreverent? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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 COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Having been Christmas no.1 for 4 years in a row, 2009 seemed like a forgone conclusion COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

In the X Factor corner •  A safe, radio friendly single •  Primetime TV with 13.9m viewers (45% share) •  Daily media coverage •  Simon Cowell •  Discount pricing •  Front page promotion on iTunes, Amazon, Play.com and Tesco.com COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

In the Rage Against The Machine corner •  An offensive song that caused complaints last time it was played on Radio1 •  £0 marketing budget •  No record company support •  Unofficial Facebook group •  Disgruntled music fans – with a voice COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Ultimately, engagement beat reach 13.9 million TV 450,000 3% conversion viewers (ave) copies sold 1 million 500,000 Facebook group 50% conversion copies sold members COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

•  Context •  Provocative •  Co-ownership •  Simple goal •  Leveraged high profile supporters •  Viral nature of networks •  Conversion was easy COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Sure – but that’s something that people are interested in. What about something like…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

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 COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Ultimately, social media marketing needs to become part of your organisations marketing DNA COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010

Thanks email: phil@ideagarden.com.au Twitter: twitter.com/phillipsmith LinkedIn: www.linkedin.com/philsprofile content in the context of the audience COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010 www.ideagarden.com.au

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Social Media meets Direct Marketing

by Phillip Smith on Mar 03, 2010

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Social Media meets Direct Marketing — Presentation Transcript