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10 Things Direct Marketers Can Do to Take Advantage of Social Media


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People are no longer just names on a mailing list. Today they're self-appointed influencers who freely share their opinions and expertise with others online. The opportunity for direct marketers is to reach out to these people and create awareness for your company and products, but that requires you to re-think and revise your tactics. There's still plenty of opportunity to market directly to customers, but the tools and tactics have changed. Get smart, because the old methods are in long-term decline.

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10 Things Direct Marketers Can Do to Take Advantage of Social Media

  1. 2. 10 Things Direct Marketers Can Do to Take Advantage of Social Media Paul Gillin Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
  2. 3. How Low Can You Go?
  3. 4. The Way We Were <ul><li>Message </li></ul><ul><li>Impressions </li></ul><ul><li>Reach & Frequency </li></ul><ul><li>Retention </li></ul><ul><li>CPM </li></ul><ul><li>Recall </li></ul><ul><li>Share of Voice </li></ul><ul><li>Coverage </li></ul><ul><li>Rate Base </li></ul>
  4. 5. The New Language of Marketing <ul><li>Followers </li></ul><ul><li>Likes </li></ul><ul><li>Connections </li></ul><ul><li>Engagement </li></ul><ul><li>Responsiveness </li></ul><ul><li>Comments </li></ul><ul><li>Repeat Visits </li></ul><ul><li>Shares </li></ul><ul><li>Views </li></ul>
  5. 6. 1. Amplify and Conquer <ul><li>From June 2010 to August 2011, those using both social media and email marketing saw 14.43% list growth.  Those only using email saw just 8.96%. </li></ul><ul><li>Those using both email and social have email lists that are 53% larger on average than those using only email. </li></ul><ul><li>The average click through rate for those using both email and social was 59.3 points higher than those only using email. </li></ul>
  6. 7. Look Familiar?
  7. 8. 2. Use It or Lose It
  8. 9. What to Avoid Over half of B2B marketers update their Twitter accounts once a week or less, according to BtoB magazine If you’re going to advertise that you use the tools, you must use them or risk looking clueless
  9. 10. Publish Everywhere
  10. 11. 3. Flip the Funnel
  11. 12. Platform Adoption by Year Source: Awareness Networks/ Paul Gillin Multi-Platform Strategy
  12. 15. Tools of Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Source: Universal McCann Erickson
  13. 16. Shifting Sands Center for Media Research
  14. 17. 4. Integrate Platforms <ul><li>37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra) . </li></ul><ul><li>55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail) . </li></ul><ul><li>Business executives say integrating e-mail and social media is their fourth-most-important e-mail marketing initiative for 2011. (StrongMail) </li></ul>
  15. 18. Integrated Social Media Promote online success in traditional venues Make it easy for people to find you online Make sharing part of your website Solicit testimonials
  16. 19. Integrating Online and Print
  17. 20. 5. Get Up to Code “ Approximately 14 million U.S. mobile users – or 6.2% of the U.S. mobile population - used their smartphones to scan QR codes in the month of June 2011 alone.” --ComScore Top-performing Porsche ad in Men’s Health got a 17% click-through rate
  18. 21. Postal Mail Still Works! <ul><li>About 5% of e-mail list addresses go bad each year. Use postcards to re-capture them. </li></ul>We miss you! Renew your online account at and get one month free!
  19. 22. 6. Generate and Refine Content <ul><ul><li>Identify Topics </li></ul></ul><ul><ul><li>Generate Content </li></ul></ul><ul><ul><li>Gather Feedback </li></ul></ul><ul><ul><li>Test Messages </li></ul></ul><ul><ul><li>Capture Leads </li></ul></ul><ul><ul><li>Strengthen Relationships </li></ul></ul>
  20. 23. 7. Build Lists … But remember it’s about thought leadership, not pushing products
  21. 24. Social Networks are On-Ramps For Traditional Marketing
  22. 25. 8. Improve Audience Engagement <ul><ul><li>Barter blogger posts </li></ul></ul><ul><ul><li>Ask a question, feature best answers </li></ul></ul><ul><ul><li>Bookmark and republish favorite tweets </li></ul></ul><ul><ul><li>Invite photos, videos and stories </li></ul></ul><ul><ul><li>Poll and promote </li></ul></ul><ul><ul><li>Ask feedback and cherry pick </li></ul></ul><ul><ul><li>Plant seed questions and invite debate </li></ul></ul>
  23. 26. Leveraging the Audience <ul><ul><li>Test messages to a community </li></ul></ul><ul><ul><li>Limited offers </li></ul></ul><ul><ul><li>Private or closed-group discussion </li></ul></ul><ul><ul><li>Brand ambassador programs </li></ul></ul><ul><ul><li>Competitive intelligence </li></ul></ul>
  24. 27. Promote Your Content and Others’ Endorsements
  25. 28. Brand Ambassadors Professional photographers featured in a print ad in The Philippine Star, July 28, 2010
  26. 30. 10. Validate Value Epson reported that revenue per visitor nearly doubled after reviews were added to its website.
  27. 31. 9. Use Facebook as an Alternate Home Page Tip: Test promotions here before rolling them out in a direct marketing campaign
  28. 32. <ul><li>“ More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.” </li></ul><ul><li>--MediaPost, 2/9/10, quoting ForeSee research </li></ul><ul><li>“ Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.” </li></ul><ul><li>--MultiChannel Merchant, 2/16/10, quoting the same study </li></ul>Social Disconnect
  29. 33. Twitter Is the New Talk Radio Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers
  30. 34. Challenges and Invitations
  31. 35. Twitter Contest
  32. 36. Oh, the Things That You Know! Thanks to Web Analytics… March 30 Prospect reaches website through search query &quot;small business accounting,&quot; views four pages and subscribes to newsletter. April 4 Prospect responds to e-mail invitation for &quot;Choosing Small Business Accounting Software&quot; webcast 30 minutes after e-mail is sent. April 9 Prospect attends webcast, stays 45 minutes and submits a question related to legal practices. April 10 Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices. April 12 Prospect downloads trial version of your small business accounting software for legal practices.
  33. 37. Tools Can Help And yes, e-mail too!
  34. 38. <ul><li>Social media for awareness, e-mail for retention </li></ul><ul><li>Be consistent, constructive and helpful </li></ul><ul><li>Offer multiple entry points: something for everyone </li></ul><ul><li>Promote through every possible channel </li></ul><ul><li>Help, don’t sell </li></ul><ul><li>Subscribership = membership </li></ul><ul><li>Invite feedback wherever possible </li></ul><ul><li>Drive traffic to other channels </li></ul>E-mail Marketing is Glue
  35. 39. Paul Gillin 508-656-0734 [email_address] Site: Blog: Twitter: pgillin Thank You!