Social MediaMeets Direct Marketing Getting Value from Social Media Beyond “Likes” and “Followers”                     Ruth...
Our agenda today• Social media usage patterns in the U.S.• Social media best practices for marketers.• The intersection of...
SOCIAL MEDIA USAGE PATTERNS  IN THE U.S.© Ruth P. Stevens 2012
Worldwide social    media usageusing a social network at least once a month  • 2012: 1.4 billion  • 2011: 1.18 billion  • ...
U.S. social network user demographics158 million users            Source: Pew Research Center’s            Internet & Amer...
How old are social media users?Facebook averageage is 40.5  years © Ruth P. Stevens 2012
Age distribution by medium© Ruth P. Stevens 2012
Younger users log on more frequently                         Source: Pew Research Center’s Internet & American Life Projec...
Younger users select media              with more photos and videos© Ruth P. Stevens 2012
Social media attract different genders© Ruth P. Stevens 2012
Social media  usage isexploding in    B2BFortune 500 companies   73% use Twitter. 66% have a corporate    Facebook page.28...
Business users value LinkedIn most© Ruth P. Stevens 2012   March 2012 study
SOCIAL MEDIA BEST PRACTICES  FOR MARKETERS© Ruth P. Stevens 2012
94% of marketers are using social media                                          83% say it is                            ...
Usage by target market: Business and consumer                           Source: 2012 Social Media Marketing,              ...
Marketers must develop a                   collaborative mindset• Think of fans/followers as partners, as part of  your co...
5 social media marketing best practices           1.    Assess your business objectives.           2.    Determine your ta...
A Facebook best practices sampler© Ruth P. Stevens 2012
Case example: Einstein/Noah’s Bagels© Ruth P. Stevens 2012                         Source: Debra Aho Williamson, eMarketer...
Keep your offers fresh                                        Source: Debra Aho                                        Wil...
Respond quickly© Ruth P. Stevens 2012                          Source: Debra Aho Williamson, eMarketer, July 28, 2011
Make your fans feel special© Ruth P. Stevens 2012                         Source: Debra Aho Williamson, eMarketer, July 28...
In summary        • Apply social media within the context          of your marketing plans and objectives.        • Devote...
THE INTERSECTION OF DIRECT  MARKETING AND SOCIAL MEDIA© Ruth P. Stevens 2012
Direct marketing, defined:                   Any marketing communication                  designed to generate a response....
The intersectionSocial media uses                Direct marketers usedirect marketing                 social media• Add di...
Marketers rapidly shifting their social media       goals to response generation58% of marketers are using social media fo...
Facebook introduces direct marketing targeting         methods to its ad offerings                               Advertise...
Twitter now offers more targeting options• Twitter just announced “interest targeting” for  its Promoted Tweets and Promot...
JCPenney set up an entire        e-commerce business on Facebook© Ruth P. Stevens 2012
Lands End uses Twitter video                to promote timely topics© Ruth P. Stevens 2012
Consumer behavior on Facebook is similar to         their behavior on email                                      People   ...
People “unlike” and opt-out for the same reasons© Ruth P. Stevens 2012
Social media marketers’ usage of other media                          Source: 2012 Social Media Marketing,                ...
Even Facebook uses direct   mail, to sell advertising.© Ruth P. Stevens 2012
CASE EXAMPLE: EFFECTIVE  INTEGRATED MARKETING  COMMUNICATIONS© Ruth P. Stevens 2012
Case study:• Chick-fil-A is $4.1 billion chain of fast-food  sandwich shops, specializing in boneless chicken  breast sand...
A history of innovative advertising                                Campaign                                launched in    ...
Chick-fil-A has 5 million fans© Ruth P. Stevens 2012
The “Cowz” have 690,798 “likes”© Ruth P. Stevens 2012
The campaign background• Two men who owned 2 Chick-fil-A franchise  shops in a New Orleans suburb opened a 3rd  shop.• The...
Next effort: Direct mail enhanced by social media                                                  Plastic postcards      ...
The activation form built the database                                              Responders gave                       ...
Astounding campaign results• 279.8% response.   – 14,121 responders activated the offer.How did this happen?• 22% response...
Campaign results summary© Ruth P. Stevens 2012
Conclusions and observations• Multiple media work well together to drive  response.• Apply each medium to its best use.   ...
A cautionary note© Ruth P. Stevens 2012
Getting the most value from social media1. Integrate social media into your entire go-to-market   program.   – Add direct-...
FUTURE TRENDS© Ruth P. Stevens 2012
The rise of visual social media © Ruth P. Stevens 2012
Facebook U.S. user growth is declining, especially    among college-educated 20-40 year olds© Ruth P. Stevens 2012
But Facebook ad budgets are increasing faster          than search ad budgets © Ruth P. Stevens 2012
Brands continue    to view  social media    as risky © Ruth P. Stevens 2012
But even luxury brands are moving heavily             into social media© Ruth P. Stevens 2012   Martini Media study: “Enga...
Postal mail continues its downward slide     Source: Boston Consulting Group 2010 Study: “Projecting U.S. Mail Volumes to ...
Digital marketing metrics are                direct marketing metrics                             Deloitte Consulting: “Di...
My conclusions        • Media are additive.        • Each medium must be          applied to its best use.        • Digita...
Thank You   ruth@ruthstevens.com        @RuthPStevens                                             Visit                   ...
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Social Media Meets Direct Marketing

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Talk for JP Media, I.M.Press and DM Gakkai, in Akihabara, Tokyo, Oct. 5, 2012, covering:
• Social media usage patterns in the U.S. (consumer and b2b)
• Social media best practices for marketers
o Defining direct marketing
• The intersection of direct marketing and social media marketing
o How social media marketing is enhanced by direct marketing methods
o How direct marketers can use social media to meet their marketing objectives
• Chick-fil-A case example of effective integrated marketing communications
• Where social media is headed: Future trends
• How direct marketing is evolving: Future trends

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Social Media Meets Direct Marketing

  1. 1. Social MediaMeets Direct Marketing Getting Value from Social Media Beyond “Likes” and “Followers” Ruth P. Stevens ruth@ruthstevens.com. @RuthPStevens
  2. 2. Our agenda today• Social media usage patterns in the U.S.• Social media best practices for marketers.• The intersection of direct marketing and social media marketing. – Defining direct marketing. – How social media marketing is enhanced by direct marketing methods. – How direct marketers can use social media to meet their marketing objectives.• Case example of effective integrated marketing communications.• Future trends – Where social media is headed. – How direct marketing is evolving. © Ruth P. Stevens 2012
  3. 3. SOCIAL MEDIA USAGE PATTERNS IN THE U.S.© Ruth P. Stevens 2012
  4. 4. Worldwide social media usageusing a social network at least once a month • 2012: 1.4 billion • 2011: 1.18 billion • Growth rate: 19.3% © Ruth P. Stevens 2012
  5. 5. U.S. social network user demographics158 million users Source: Pew Research Center’s Internet & American Life Project © Ruth P. Stevens 2012
  6. 6. How old are social media users?Facebook averageage is 40.5 years © Ruth P. Stevens 2012
  7. 7. Age distribution by medium© Ruth P. Stevens 2012
  8. 8. Younger users log on more frequently Source: Pew Research Center’s Internet & American Life Project© Ruth P. Stevens 2012
  9. 9. Younger users select media with more photos and videos© Ruth P. Stevens 2012
  10. 10. Social media attract different genders© Ruth P. Stevens 2012
  11. 11. Social media usage isexploding in B2BFortune 500 companies 73% use Twitter. 66% have a corporate Facebook page.28% have a public blog. © Ruth P. Stevens 2012
  12. 12. Business users value LinkedIn most© Ruth P. Stevens 2012 March 2012 study
  13. 13. SOCIAL MEDIA BEST PRACTICES FOR MARKETERS© Ruth P. Stevens 2012
  14. 14. 94% of marketers are using social media 83% say it is important to their businesses (down from 90% in 2011).n=3800 Source: 2012 Social Media Marketing, SocialMediaExaminer.com © Ruth P. Stevens 2012
  15. 15. Usage by target market: Business and consumer Source: 2012 Social Media Marketing, SocialMediaExaminer.com © Ruth P. Stevens 2012
  16. 16. Marketers must develop a collaborative mindset• Think of fans/followers as partners, as part of your community.• Helps you develop content that sustains a long term relationship. – Make it sharable. – Give value. Education. – Don’t trick people. Be transparent.• Welcome participation and feedback.• Respond to comments. Sustain the dialogue. © Ruth P. Stevens 2012
  17. 17. 5 social media marketing best practices 1. Assess your business objectives. 2. Determine your target audience. 3. Integrate branding. 4. Create content. 5. Measure results. Source: Heidi Cohen© Ruth P. Stevens 2012
  18. 18. A Facebook best practices sampler© Ruth P. Stevens 2012
  19. 19. Case example: Einstein/Noah’s Bagels© Ruth P. Stevens 2012 Source: Debra Aho Williamson, eMarketer, July 28, 2011
  20. 20. Keep your offers fresh Source: Debra Aho Williamson, eMarketer, July 28, 2011© Ruth P. Stevens 2012
  21. 21. Respond quickly© Ruth P. Stevens 2012 Source: Debra Aho Williamson, eMarketer, July 28, 2011
  22. 22. Make your fans feel special© Ruth P. Stevens 2012 Source: Debra Aho Williamson, eMarketer, July 28, 2011
  23. 23. In summary • Apply social media within the context of your marketing plans and objectives. • Devote enough resources to: – Speed – Responsiveness • Motivate interaction: – Offers – Contests – Data collection© Ruth P. Stevens 2012
  24. 24. THE INTERSECTION OF DIRECT MARKETING AND SOCIAL MEDIA© Ruth P. Stevens 2012
  25. 25. Direct marketing, defined: Any marketing communication designed to generate a response.• The purpose may be: • Key direct marketing – A direct purchase applications: – A sales lead – E-commerce/mail order – A visit to retail or an event – Lead generation – Driving buying behavior, e.g., store traffic or event attendance – Renewals/retention/repeat purchase – Data analytics, for research or campaigns © Ruth P. Stevens 2012
  26. 26. The intersectionSocial media uses Direct marketers usedirect marketing social media• Add direct marketing tactics • Another touch in multi- to drive a response. touch campaigns. – An offer. • Relationship building. – A call to action. • Viral pass-along for – A response vehicle. prospecting. • URL • Landing page • Customer service problem- solving.© Ruth P. Stevens 2012
  27. 27. Marketers rapidly shifting their social media goals to response generation58% of marketers are using social media for lead generation, up from 7% in 2011. Source: 2012 Social Media Marketing, SocialMediaExaminer.com © Ruth P. Stevens 2012
  28. 28. Facebook introduces direct marketing targeting methods to its ad offerings Advertisers can now select audiences by • User ID • Email address • Phone number © Ruth P. Stevens 2012
  29. 29. Twitter now offers more targeting options• Twitter just announced “interest targeting” for its Promoted Tweets and Promoted Accounts.• 350 categories to choose from, like education and home/gardening. © Ruth P. Stevens 2012
  30. 30. JCPenney set up an entire e-commerce business on Facebook© Ruth P. Stevens 2012
  31. 31. Lands End uses Twitter video to promote timely topics© Ruth P. Stevens 2012
  32. 32. Consumer behavior on Facebook is similar to their behavior on email People want offers. © Ruth P. Stevens 2012
  33. 33. People “unlike” and opt-out for the same reasons© Ruth P. Stevens 2012
  34. 34. Social media marketers’ usage of other media Source: 2012 Social Media Marketing, SocialMediaExaminer.com © Ruth P. Stevens 2012
  35. 35. Even Facebook uses direct mail, to sell advertising.© Ruth P. Stevens 2012
  36. 36. CASE EXAMPLE: EFFECTIVE INTEGRATED MARKETING COMMUNICATIONS© Ruth P. Stevens 2012
  37. 37. Case study:• Chick-fil-A is $4.1 billion chain of fast-food sandwich shops, specializing in boneless chicken breast sandwiches.• Founded in 1946, it Georgia. Privately held and family owned.• Over 1,615 locations in 39 states. Source: The Foundry Agency © Ruth P. Stevens 2012
  38. 38. A history of innovative advertising Campaign launched in 1995, with cows painting graffiti asking people to eat more chicken.© Ruth P. Stevens 2012
  39. 39. Chick-fil-A has 5 million fans© Ruth P. Stevens 2012
  40. 40. The “Cowz” have 690,798 “likes”© Ruth P. Stevens 2012
  41. 41. The campaign background• Two men who owned 2 Chick-fil-A franchise shops in a New Orleans suburb opened a 3rd shop.• Their marketing objectives: 1. Build a database. 2. Quickly attract foot traffic to the new store.• Their first effort: An in-store sign-up sheet failed. – Only 150 people gave their names to populate the new database. © Ruth P. Stevens 2012
  42. 42. Next effort: Direct mail enhanced by social media Plastic postcards went to 5,048 women 30-40 years old, with household incomes of $40,00+. 2 punch-out coupons offered free sandwiches.Accounts must be “activated” by visiting a personalized website. © Ruth P. Stevens 2012
  43. 43. The activation form built the database Responders gave contact information, plus answers to 3 questions about store location preference, how often they eat at Chick-fil-A, and their awareness of breakfast items. Responders were invited to share the offer, with a contest.© Ruth P. Stevens 2012
  44. 44. Astounding campaign results• 279.8% response. – 14,121 responders activated the offer.How did this happen?• 22% response rate from the mail.• 1,218 people posted the offer to their Facebook newsfeeds. – This brought 6,499 users to the activation site (46% of the total).• 115 people tweeted the offer. – This brought 1,185 users to the site. © Ruth P. Stevens 2012
  45. 45. Campaign results summary© Ruth P. Stevens 2012
  46. 46. Conclusions and observations• Multiple media work well together to drive response.• Apply each medium to its best use. – Direct mail is excellent for cold prospecting. – Social media are excellent for viral pass-along. © Ruth P. Stevens 2012
  47. 47. A cautionary note© Ruth P. Stevens 2012
  48. 48. Getting the most value from social media1. Integrate social media into your entire go-to-market program. – Add direct-response tactics where appropriate to your goals.2. Apply social media to its best use. – Customer engagement and relationship-building. – Prospecting via pass-along. – Surfacing and handling service problems.3. Measure social media using the same metrics as the rest of your marketing. © Ruth P. Stevens 2012
  49. 49. FUTURE TRENDS© Ruth P. Stevens 2012
  50. 50. The rise of visual social media © Ruth P. Stevens 2012
  51. 51. Facebook U.S. user growth is declining, especially among college-educated 20-40 year olds© Ruth P. Stevens 2012
  52. 52. But Facebook ad budgets are increasing faster than search ad budgets © Ruth P. Stevens 2012
  53. 53. Brands continue to view social media as risky © Ruth P. Stevens 2012
  54. 54. But even luxury brands are moving heavily into social media© Ruth P. Stevens 2012 Martini Media study: “Engaging the Affluent Online,” 2012
  55. 55. Postal mail continues its downward slide Source: Boston Consulting Group 2010 Study: “Projecting U.S. Mail Volumes to 2020” © Ruth P. Stevens 2012
  56. 56. Digital marketing metrics are direct marketing metrics Deloitte Consulting: “Digital Marketing Metrics”© Ruth P. Stevens 2012
  57. 57. My conclusions • Media are additive. • Each medium must be applied to its best use. • Digital marketing is marketing. • Direct marketing is marketing.© Ruth P. Stevens 2012
  58. 58. Thank You ruth@ruthstevens.com @RuthPStevens Visit MaximizingLeadGeneration.com for a free sample chapter.© Ruth P. Stevens 2012

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