A presentation I gave at the Canadian Marketing Association's CMA 1:1 Direct Engagement Conference on October 2, 2014. The narrative of the presentation was how social media marketers and direct marketers should be combining their skill sets to work closer together to drive business results through social channels. Five points were touched on: 1. Understand each other 2. Know your audience 3. Know the platforms 4. Reciprocate 5. Unify measurement

1. WORLDS COLLIDE SOCIAL & DIRECT TOGETHER AT LAST
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2. HI, I’M DAVE
Worlds Collide: Social & Direct Together At Last 2

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Worlds Collide: Social & Direct Together At Last

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Worlds Collide: Social & Direct Together At Last

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The world of direct
Worlds Collide: Social & Direct Together At Last

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Worlds Collide: Social & Direct Together At Last

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The world of social
Worlds Collide: Social & Direct Together At Last

12. WORLD’S COLLIDING CAN
BE GOOD
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Worlds Collide: Social & Direct Together At Last

14. WE’RE IN THE SAME
BUSINESS
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15. THE HAPPY, LOYAL CUSTOMER
BUSINESS
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16. 5 WAYS TO COLLIDE
WORLDS (IN A GOOD WAY)
Worlds Collide: Social & Direct Together At Last16

17. 1. UNDERSTAND EACH OTHER
2. KNOW YOUR AUDIENCE
3. KNOW THE PLATFORMS
4. RECIPROCATE
5. UNIFY MEASUREMENT
Worlds Collide: Social & Direct Together At Last17

18. UNDERSTAND EACH OTHER
Find the common ground
Social:
• Grow a highly engaged community that is
interested in participating with the brand.
• Prove that social can drive business results.
Direct:
• Turn prospects into customers.
• Turn customers into loyalists.
• Targeted offers, opportunities based on customer
insights.
Worlds Collide: Social & Direct Together At Last
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19. UNDERSTAND EACH OTHER
Set shared KPIs; Test & Learn
1. How can I help grow the customer database/social community?
2. How can I use social to know more about my customers than I currently do?
3. How can the social community be activated to participate in an initiative that is
traditionally performed through direct tactics?
4. How can we design an offer that will appeal specifically to the social community?
5. Can I use the real-time nature of social to help drive direct marketing objectives?
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Not like this
Worlds Collide: Social & Direct Together At Last

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More like this
Worlds Collide: Social & Direct Together At Last

22. KNOW YOUR AUDIENCE
Who are they, why are they there, what are their interests?
Work together to build a better
understanding of your customer.
1. Are there people in social, who aren’t in
the database?
2. Are there people in the database who
aren’t in social?
3. How do I identify and activate my most
influential users?
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Recruit and activate from within social
Worlds Collide: Social & Direct Together At Last

24. KNOW THE PLATFORMS
Content, Ads, Content as Ads
Facebook:
1. Custom Audiences
2. Facebook Exchange
3. Conversion Tracking
Worlds Collide: Social & Direct Together At Last
Twitter:
1. CRM Audiences
2. Twitter Cards
3. Conversion Tracking
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So many powerful ad options in social that can deliver on
direct objectives.

25. RICH MEDIA ADS
Vendor experimentation
Moontoast for Facebook
- Rich content published to
newsfeed that has various
capabilities
- live streaming
- lead gen
- voting
- etc.
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26. RECIPROCATE
Social & Direct need each other
Direct can help recruit new
members to the social community.
The social community can help
recruit members to the customer
database.
Help each other out and work
together in a platform-relevant way.
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Worlds Collide: Social & Direct Together At Last

28. UNIFY MEASUREMENT Drive & measure business results
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Direct’s measurement
discipline is exactly what social
needs.
Work together to set KPIs, track
conversions, determine its
value as a channel that drives
business.

29. UNIFY MEASUREMENT
Questions to tackle
1. Do people who are in both the social community and database buy more/
convert at a higher rate, etc?
2. What offers work better in social than others?
3. Does some part of my social community respond better to direct offers here vs
other mediums?
4. Can I determine an absolute value of social to our business? (Attributable
sales + ad equivalency reach + customer service savings – production costs –
media costs – staffing/management costs)
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30. 1. UNDERSTAND EACH OTHER
2. KNOW YOUR AUDIENCE
3. KNOW THE PLATFORMS
4. RECIPROCATE
5. UNIFY MEASUREMENT
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THANK
YOU @DOCTORJONES
DAVID@SOCIALLAB.CA