Transcript of "The Intersection of Social Media and Direct"
The Intersection of Social Media and Direct
Agenda• INTRODUCTION• OVERVIEW: KEY TRENDS IN SOCIAL MEDIA AND COMMERCE• DIRECT RESPONSE VS. SOCIAL MEDIA• INTEGRATION OF SOCIAL INTO EXISTING CHANNELS• CASE STUDIES• LOOKING AHEAD
IntroductionMaryssa MillerHead of Digital Commerce, JetBlue Airways – Most recently VP, E-commerce at Create The Group and Director, E-commerce at Lacoste USA – Masters of Science in Direct and Interactive Marketing from New York University, now Adjunct Professor of E-commerce Marketing – Served on Board of Governors for the DMA International ECHO Awards
SOCIAL REVOLUTION“Man is by nature a social animal.” – Aristotle
KEY TRENDSBrands are harnessing the power of social media and social shopping to reach awider audience, creating advocates and helping to spread loyalty and passion for thebrand.• Facebook: Increase awareness of the brand, create a loyal fanbase and push exclusive content to users• Twitter: Keep users engaged with frequent updates and brand messaging• YouTube: Post unique video content and link back to a website• Blog Partnerships: Curate original editorial content through strategic alliances with appropriate partners and key bloggers• Social Shopping: Social shopping sites like Polyvore and Pintrestare a great way to engage customers that are already interacting with products and have an affinity for brands• Geo-Targeting: Apps like Foursquare can deliver targeted messaging based on a user’s location
HOW SOCIAL MEDIA IS CHANGING THE LANDSCAPE• More than 70% of the digital universe will be generated by individuals this year.• Facebook is the most visited site in the world. Five years ago it didn’t register in the Top 10.• 81% of online holiday shoppers read online customer reviews before making a purchase.• 40% of consumers who fan a brand do so for deals• 37% of Twitter followers who say they are more likely to buy from a brand after following
SOCIAL REVOLUTIONBut this increase in ease, speed, and reach fundamentally changes the balance ofpower between brands and consumers. Today, the volume of user-generatedconversation far exceeds official brand communication. Then Now • Mass Media • Social Media • Monologue • Conversation • Brands in control • Consumers in control
SOCIAL REVOLUTIONSocial media simply amplifies existing humandesires and needs to join, connect, reconnect,express and share, with increased ease, speed,reach and relevance.
Is Social Media Direct Marketing or Mass Branding?
DIRECT RESPONSE VS. SOCIAL MEDIAELEMENT DIRECT SOCIALCREATIVE DEVELOPED BY BRAND MANAGED BY BRAND OR OR AGENCY AGENCY, BUT DEVELOPED BY CONSUMERBROADCAST INITIATED BY BRAND CUSTOMER GENERATEDREACH LIMITED BY LIST CUSTOMER’S NETWORK, QUANTITY AND QUALITY BUT UNLIMITEDMESSAGE CONTROLLED BY BRAND DRIVEN BY CONSUMER THROUGH CONTENT AND CREATIVECALL TO ACTION OPEN, CLICK THROUGH, LIKE, INVITE, JOIN, PURCHASE FOLLOWMETRICS IMPRESSIONS, CLICKS, +FAN BASE, FOLLOWERS, CONVERSION BRAND MENTIONS AND AFFINITY
SOCIAL MEDIA AS NEW DIRECT MARKETING• Social media platforms give you the opportunity to generate leads• To have the greatest number of people see your message, it’s all about location online• Using your own opted-in fan base, you have a better group of qualified traffic• Once you have the captive audience, you need to be relevant and not abuse their trust when choosing to market to them
WORD OF MOUTH MARKETING“Conventional Wisdom has long held that a dissatisfied customertells ten people. But that is out of date. In the new age of socialmedia, he or she has the tools to tell 10 million consumersvirtually overnight.”– Gillen, The New Influencers, 2007
TWITTER• More than 90% of tweets come from consumers• Only 12% of consumer tweets mention a brand• When someone mentions a brand name on Twitter, they’re most likely talking about a Social Network (22% of mentions), or an Entertainment (17%) or Technology brand (17%)• The top brands mentioned on Twitter are Twitter itself, Apple products/brands and GoogleMarketers can do more by participating in the conversationrather than talking at consumers
CASE STUDIES - ON SITEEncourage customer engagement through Facebook plugins onsite. Facebook Send Button Facebook Like on Product Listing Pages
CASE STUDIES - ON SITE AND ON FACEBOOK• Create wishlists through Facebook like, share purchases with network and promote stories as a brand.• The new “want” button will be the individual brand site’s wishlist killer. Post Purchase Share Facebook Recommendations from a Brand Facebook Recommendations from a Friend
CASE STUDIES - ON SITEPersonalize interaction with the brand and the users’ socialnetworks. ShoeDazzle Shop with a Friend TripAdvisor Facebook Personalization Small Site Personalization Plugins Amazon Facebook Wishlist Personalization Ticketmaster connect
FACEBOOK – LEVI’S EXAMPLE Levi’s has successfully integrated Facebook Connect into their e- commerce site, allowing users to share their favorite styles with all their friends with a single click.
CASE STUDIES – ON FACEBOOKCreate personalized ads through sponsored stories and highlightbestsellers as a tab. Sponsored Ad that shows friend connections Most Liked Tab on Facebook page Sponsored Story
CASE STUDIES – ON FACEBOOK• Fan engagement can be encouraged several ways. On the user level, they can tag their pictures with• Brands, while Brands can create apps on their page. Brand Tagging by a User Retail Therapy’s Facebook app on Page
NOWNESSNOWNESS.com is an innovative editorial site that is part of the LVMHfamily. NOWNESS offers interactive content and visually compellingfeatures on art, fashion, culture, travel and lifestyle.Users can:• Choose to “Love” or “Don’t Love” a feature• Share content with friends via email or across social media sites such as Facebook and Twitter• View content based on other users’ favorites• Browse according to user location• Leave comments on a specific article or contributor
COACHUnique Content- Content you create specifically for Facebook can be one of themost compelling reasons for a person to Like your brand. Product and contentexclusives are a great way to engage users to interact with the brand and drive topurchase.
SOCIAL MEDIA: THE NEW CRM PROGAM• Already brands are experimenting with Foursquare, Yelp and others to drive loyalty programs through badging and other incentives.• Merging data from social media on brand engagement with offline data can help determine the true “best customers”.• Facebook especially will have more data than any direct marketer could have dreamed – targeting opportunities will be endless…but also relevant.
SOCIAL MEDIA: THE NEW CUSTOMER SERVICEPLATFORM
SOCIAL MEDIA: THE NEW MARKET RESEARCH AND INNOVATION PLATFORMDell IdeastormResults- 4,800 ideas generated by employees- 150 ideas Implemented by DellMy Starbucks IdeaResults- 70,000 Ideas in the first year- Many Ideas implemented- Starbucks VIP card- Buy coffee beans, get a free cup
SOCIAL MEDIA: PRIORITIZING NEXT STEPSSample Prioritization of Social / Commerce in alignment with yourBusiness Objectives: Priority 1: Sales Priority 2: Fan Group / Customer Acquisition Priority 3: Branding Priority 4: Promotions
SOCIAL MEDIA: LEVERAGE LISTENING TOOLSSocial listening tools enable companies to monitor what people are saying about theirbrand across the internet, in one streamlined application.Utilize social listening tools to:• Analyze information collected and measure trends based on user keyword or topic• Quantify results to gain actionable learnings about the users most engaged with the brand• Provide real-time updates to respond quickly to any issues that may arise• Identify opportunities for engagement
SOCIAL MEDIAAND DIRECT MARKETING PRINCIPLES-Use customer insights and market research to inform thestrategy-Develop engaging content and creative that people willtalk about-Have a clear call to action-Test campaigns and creative-Track, measure and analyze the results