Slides from the presentation by Steve Broback and Teresa Valdez Klein of the Parnassus Group to the Seattle Direct Marketing Association on March 5, 2008.

1. Using Social
Networking to
Achieve DM Goals

2. Who Are We?
The Parnassus Group
Steve Broback
Teresa Valdez Klein

3. What Will We Cover Tonight?
Social Networks/Social Media Defined
Overview of the platforms and Philosophy
The business case for social media
Focus on Facebook -- and how to leverage it
Blog monitoring

4. Brand/Buzz
Monitoring

5. Social Media Defined
In comparison to traditional media (and Web 1.0),
online social media is: Perpetuated Web-enabled
content of a conversational nature.

6. Social Media Defined
Perpetuated - indefinitely available for new
participants to weigh in.
Web-enabled, but a Web page by itself is not
“social.”
Conversational: Two (or more) way discussion
includes social link sharing sites.

7. Examples of Social Media
Two distinct waves so far

8. The First Wave
Blogs
Wikis
Discussion groups/bulletin boards
Instant Messaging

9. The Second Wave
Social networks: Facebook, MySpace, LinkedIn
Twitter/Jaiku/Pownce

10. “Recession Proof”
Marketing(?)

11. Let’s Talk DM!
We want to generate leads
We want to message those leads
We want to convert those leads
How do we get started???

12. Not So Fast…

13. Direct Marketer Beware...
It's an entirely new model and philosophy
Traditional selling and messaging are likely to be
rejected
Contributing and participating are the new
currency
Ignore the proper etiquette/protocol at your peril

14. Philosophical Underpinnings
Your company is not a person
Everyoneʼs a publisher now (and in the PR
business)
Personal/professional line is very blurry
Youʼre here to help
Ready, fire, aim -- repeat?

15. Blogs: Social Media 1.0
Drive traffic
Build an email/prospect list
Close sales

16. Searchers are Shoppers
Amazon: The original bloggers(?)
Are you buying Google ads?
Harris Interactive study
“The Blogosphere is not a used car lot.”

17. Building a List From Your Blog
Commenters
Email Subscribers
Bloggers who link to you

18. Selling with a Blog
Linking to buyers
Engaging with supporters and detractors
Publishing testimonials
Case studies

19. Facebook: Social
Media 2.0

20. What is Facebook?
Intent was to connect real-world friends online
Originally for anyone with a .edu address
Now open to anyone with an email address
Now connects friends and personal/professional
acquaintances

21. What’s the Big Deal?
Identity confirmation
The feed!!!!
66 million active members
The first reasonable platform to facilitate business
activity
Lots of potential touch points
Applications
Not hideous (will be soon?)

22. Facebook Anatomy
Profile Page

23. Facebook Anatomy
News Feed

24. Facebook Anatomy
In Box (Mail!)

25. Facebook Anatomy
Notifications

26. Facebook Anatomy
Updates

27. Facebook Anatomy
Groups

28. Facebook Anatomy
A group page

29. Facebook Anatomy
A group page

30. Facebook Anatomy
Events

31. Facebook Anatomy
An event page

32. Facebook Anatomy
An event page

33. Facebook Anatomy
Applications dashboard

34. How Are Marketers Using FB?
Engage with clients/prospects
Engage with existing groups
Create and manage groups
Create Fan Pages
Buy social ads

35. How Are Marketers Using FB?
Sponsor a gift
Buy banners
Affiliate program integration
Create an application
Newsfeed announcements
Recruiting

36. Can’t I Just Send a
Freaking Email Blast?!?!
They donʼt make it easy
Friends (be careful!)
Groups youʼve created (up to 1,000)
Fan Pages (sort of)
Addresses youʼve scraped/culled – NOT!

37. Getting Started
Sign up
Notify friends (be careful!)
Join a group or two
Try out a basic application like posted items

38. How Can You Message FB
Members?
Email
News feed
Requests
The Wall
Discussion forums within groups
Notes
Notifications (from applications)

39. What’s Next
OpenSocial
MySpace
“The Social Web”
Googleʼs Social Web API
BuddyPress from Automattic

40. Get in Touch
www.parnassusgroup.com
steve@parnassusgroup.com
teresa@parnassusgroup.com