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.

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

3. How Low Can You Go?

7. Look Familiar?

8. 2. Use It or Lose It

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

10. Publish Everywhere

11. 3. Flip the Funnel

12. Platform Adoption by Year Source: Awareness Networks/ Paul Gillin Multi-Platform Strategy

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

16. Shifting Sands Center for Media Research

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

19. Integrating Online and Print

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

23. 7. Build Lists … But remember it’s about thought leadership, not pushing products

24. Social Networks are On-Ramps For Traditional Marketing

27. Promote Your Content and Others’ Endorsements

28. Brand Ambassadors Professional photographers featured in a print ad in The Philippine Star, July 28, 2010

30. 10. Validate Value Epson reported that revenue per visitor nearly doubled after reviews were added to its website.

31. 9. Use Facebook as an Alternate Home Page Tip: Test promotions here before rolling them out in a direct marketing campaign

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

34. Challenges and Invitations

35. Twitter Contest

36. Oh, the Things That You Know! Thanks to Web Analytics… March 30 Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter. April 4 Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" 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.

37. Tools Can Help And yes, e-mail too!

39. Paul Gillin 508-656-0734 [email_address] Site: gillin.com Blog: paulgillin.com Twitter: pgillin Thank You!