Social Media meets Direct Marketing

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Thoughts relating to the application of direct marketing strategy to the social media channel.

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Social Media meets Direct Marketing

  1. 1. 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
  2. 2. The connection between Social Media and Direct Marketing COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  3. 3. Everyone has a different definition of social media COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  4. 4. A quick definition of direct marketing Connecting marketers and customers COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  5. 5. Then for digitally enabled direct marketing Connecting marketers and customers .… in real time…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  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 COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  7. 7. Social media is a great vehicle, but it’s not a strategy COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  8. 8. So the direct marketing strategy fundamentals are the same in the social media channel… COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  9. 9. Find your market COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  10. 10. We are there! COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  11. 11. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  12. 12. Consistency of engagement, message, contribution COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  13. 13. Conversation, not campaign, focus COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  14. 14. Earn attention COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  15. 15. What do you want people to actually do? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  16. 16. Have you defined guiding principles and rules of engagement? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  17. 17. Source: Coca Cola – published online COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  18. 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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  19. 19. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  20. 20. Is crowd sourcing one of your strategies? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  21. 21. “World” of mouth COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  22. 22. …a big audience…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  23. 23. But you need a targetted focus…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  24. 24. Segmentation: What brings people together, not what sets them apart. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  25. 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/ COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  26. 26. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  27. 27. Social media activities cannot exist in a bubble…. they co-exist with business and marketing strategies COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  28. 28. Forrester’s role of the new marketer COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  29. 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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  30. 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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  31. 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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  32. 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, COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  33. 33. How do we present a case to the pessimists? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  34. 34. When their exposure may be to the irreverent? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  35. 35. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  36. 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 COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  37. 37. Some examples of ROI COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  38. 38. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  39. 39. Having been Christmas no.1 for 4 years in a row, 2009 seemed like a forgone conclusion COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  40. 40. Jon and Tracy Morter had other ideas…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. The result: Rage Against The Machine OUTSOLD X Factor by 50,000 records COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  45. 45. Why did it work? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  46. 46. •  Context •  Provocative •  Co-ownership •  Simple goal •  Leveraged high profile supporters •  Viral nature of networks •  Conversion was easy COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  47. 47. Sure – but that’s something that people are interested in. What about something like…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  48. 48. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  49. 49. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  50. 50. 50,000+ product ideas - customer engagement? COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  51. 51. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  52. 52. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  53. 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 COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  54. 54. Ultimately, social media marketing needs to become part of your organisations marketing DNA COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  55. 55. And not left to one person – at the bottom of the organisation…. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  56. 56. COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
  57. 57. 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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