This document discusses the potential for direct marketing through social media. It defines direct marketing and social media, noting that social media has changed communication. While some brands aim to gather many social media fans, their value is debated. The document suggests that consumers are ready for personalized, targeted marketing via social channels. It provides an example campaign by the LA Kings that acquired hundreds of opt-in social profiles through a Facebook contest. The conclusion emphasizes that social media offers should be dynamic and based on individuals' interests and interactions across channels.

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4. Social Media: A new era
for measurable direct
marketing
Martin Smith – Head of Marketing, Neolane Limited
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5. Direct Marketing Definition
“Direct marketing is a channel-agnostic form of
advertising that allows businesses to communicate
straight to the customer….
…Direct marketing messages emphasize a focus on
the customer, data, and accountability.
Characteristics that distinguish direct marketing
are:
■ Marketing messages are addressed directly to customers.
■ Direct marketing seeks to drive a specific "call to action."
■ Direct marketing emphasizes trackable, measurable responses from
customers — regardless of medium”
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6. Social Media Definition
“Social media includes web-based and mobile
technologies used to turn communication into
interactive dialogue.….
…social media has substantially changed the way
organizations, communities, and individuals
communicate.”
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7. Social Media Today
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8. UK Social Media Today
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9. Social Users Are Not ONLY Part of
Generation Y, Z, …..
60% of Facebook
users are above 35
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10. Two Main Social Media for Marketing
The biggest and the most
accurate contact database
ever
 500M daily users
The place to talk with
consumers
■ 100 000 tweets are posted
per minute
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11. Let‟s gather as
many Fans as
possible!
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12. ‘‘Through 2015, 75% of marketing
organizations will view social media as
simply another channel annoying
customers and failing to deliver significant
value to the CMO's strategy’’
Social Media Expert
Gartner – August, 15th - 2011
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13. The challenge…..
“
I have succeeded in having 1 million
Facebook fans………
But now…. How do I really make money?
”
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14. What‟s the value of a social fan?
$3.60 according to Vitrue
On average, a fan base of 1 million translates into at least $3.6 million in equivalent
media over a year. The company‟s findings are based on impressions generated in the
Facebook newsfeed.
$136.00 according to Syncapse
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15. What the value of a social fan?
What‟s the value of a Facebook Fan?
According to Forrester, the answer is
zero ,
unless and until the brand does something to
create value with Facebook Fans’
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16. A Huge Perception Gap
OUCH!
Brands Consumers
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17. Are consumers ready?
Razorfish
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18. Consumers are
ready for
Direct Marketing
in Social
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19. Are you above or below?
Above the Line - Metrics= Share of mind
Mass
Create Campaigns
social Build
presence & Influence
Listen Social Share
Monitor
Cross-
Channel
Enabled
From Social
Personalized Opt- Media
Outbound Engage
Messages
in
Personalized
Inbound From
Experience the web
Below the Line - Metrics= Sales
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20. Objectives:
■ Increase addressable contacts in the database through
Facebook
Tactic:
■ Facebook Contest “Join The Kingdom”
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21. Opt-in: LA Kings Facebook Campaign
Step #3
Step #1
Step #4
Step #2
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22. Opt-in: LA Kings Facebook Campaign
One wall post
■ 177 talking about it
■ 148 likes
■ 25 comments
■ 4 shares
Social Opt-in contacts
■ 353 social profiles acquired through the contest within few hours with:
• Name, profile picture, gender, and interests
• Email (opt-in)
Anonymous visitors turned into known and
addressable contacts
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23. „„Social media is a place where people come
to have conversations. Most marketing campaigns are
presented to customers as static offers, regardless of the channel.
Predefined mass marketing offers will stand out as being just that.
Offers via social media should be dynamic
and based on the person's interest and
interactions within social media and across
other channels ‟‟
Gartner – August, 15th - 2011
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24. Thank You
Neolane
Stand C5
Win a trip to Paris for 2
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