Notes Version: 10 things marketers can do to take advantage of social media


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Notes Version: 10 things marketers can do to take advantage of social media

  1. 1. 9/30/2011Twitter: @pgillin Integrating Social Into Traditional Marketing: E- Mail, Direct And Advertising Paul Gillin Author: The New Influencers Secrets of Social Media MarketingTwitter: @pgillin Social Marketing to the Business Customer The Way We Were •Message •Impressions •Reach & Frequency •Retention •CPM •Recall •Share of Voice •Coverage •Rate BaseTwitter: @pgillin 1
  2. 2. 9/30/2011 The New Language of Marketing •Followers •Likes •Connections •Engagement •Responsiveness •Comments •Repeat Visits •Shares •Views Twitter: @pgillinLook Familiar? Twitter: @pgillinUse It or Lose It Twitter: @pgillin 2
  3. 3. 9/30/2011What 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 Twitter: @pgillinFlipping the Funnel Respond & Iterate Invite Engagement Listen Go Where the People Are Twitter: @pgillin 8Multi-Platform Strategy Platform Adoption by Year Twitter: @pgillin Source: Awareness Networks/ Paul Gillin 3
  4. 4. 9/30/2011Twitter: @pgillinTwitter: @pgillinTools of Influence SOCIAL MEDIA AGE MASS MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face PRE MEDIA AGE Talk to shop worker Widgets Viral emails Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Email Social Bookmarking Price comparison sites Instant Messenger Chat room Social shopping sites Source: Universal McCann EricksonTwitter: @pgillin Page 12 4
  5. 5. 9/30/2011Shifting Sands Twitter: @pgillin Center for Media ResearchIntegration Is a Top Priority •37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra). •55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail). •Business executives say integrating e-mail and social media is their fourth-most-important e-mail marketing initiative for 2011. (StrongMail) Twitter: @pgillinIntegrated Social Media Promote online success Make it easy for people to find in traditional venues you online Solicit testimonials Twitter: @pgillin Make sharing part of your website 15 5
  6. 6. 9/30/2011Integrating Online and Print Twitter: @pgillinUp 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 Twitter: @pgillin Page 17Postal Mail Still Works! •About 5% of e-mail list addresses go bad each year. Use postcards to re- capture them. We miss you! Renew your online account at and get one month free! Twitter: @pgillin 6
  7. 7. 9/30/2011Use Social Media To… • Identify Topics • Test Messages • Generate Content • Capture Leads • Gather Feedback • Strengthen Relationships Twitter: @pgillinThe Fastest Way to Get Noticed …But remember it’s about thought leadership, not pushing products Twitter: @pgillin Page 20Involve Audience In Marketing • Barter blogger posts • Ask a question, feature best answers • Bookmark and republish favorite tweets • Invite photos, videos and stories • Poll and promote • Ask feedback and cherry pick • Plant seed questions and invite debate Twitter: @pgillin 7
  8. 8. 9/30/2011Leveraging the Audience • Test messages to a community • Limited offers • Private or closed-group discussion • Brand ambassador programs • Competitive intelligence Twitter: @pgillin Facebook is Your Alternate Home Page Tip: Test promotions here before rolling them out in a direct marketing campaign Twitter: @pgillin Page 23Social Networks are On-Ramps For Traditional Marketing Twitter: @pgillin 24 8
  9. 9. 9/30/2011Twitter Is the New Talk Radio Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers Twitter: @pgillin Page 25Challenges and Invitations Twitter: @pgillin 26A Versatile Tool Promotions Contests Aggregators Marketing Tip: Search for people asking questions about your products or services. Those are potential buyers! Twitter: @pgillin Page 27 9
  10. 10. 9/30/2011Twitter Contest Twitter: @pgillinSocial Disconnect “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.” --MediaPost, 2/9/10, quoting ForeSee research “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.” --MultiChannel Merchant, 2/16/10, quoting the same study Twitter: @pgillin Page 29Peer Recommendations Validate Epson reported that revenue per visitor nearly doubled after reviews were added to its website. Twitter: @pgillin 10
  11. 11. 9/30/2011Oh, the Things That You Know! Thanks to Web Analytics… March 30 April 4 April 9 Prospect reaches website Prospect responds to e-mail Prospect attends webcast, through search query "small invitation for "Choosing Small stays 45 minutes and business accounting," views Business Accounting submits a question related to four pages and subscribes to Software" webcast 30 legal practices. newsletter. minutes after e-mail is sent. April 10 April 12 Prospect clicks link in Prospect downloads trial webcast summary e-mail to version of your small visit product description business accounting software page. He downloads PDF of for legal practices. product brochure about software for legal practices. Twitter: @pgillin Page 31Brand Ambassadors Professional photographers featured in a print ad in The Philippine Star, July 28, 2010 Twitter: @pgillin 32 Twitter: @pgillin 11
  12. 12. 9/30/2011New Publishing Lifecycle Begins as a tweet Becomes a blog post Create modular, reusable content that can be delivered via multiple media Feeds a podcast That gets tweeted! Stokes a white paper Twitter: @pgillin Page 34Make Content Easy to Share Promote Subscriptions Everywhere Twitter: @pgillinPublish Everywhere Twitter: @pgillin 12
  13. 13. 9/30/2011Promote Your Contentand Others’ Endorsements Twitter: @pgillin Page 37Tools Can Help And yes, e-mail too! Twitter: @pgillinE-mail Marketing is Glue  Social media for awareness, e-mail for retention  Be consistent, constructive and helpful  Offer multiple entry points: something for everyone  Promote through every possible channel  Help, don’t sell  Subscribership = membership  Invite feedback wherever possible  Drive traffic to other channels Twitter: @pgillin 13
  14. 14. 9/30/2011Thank You! Paul Gillin Site: 508‐656‐0734 Blog: Twitter: pgillinTwitter: @pgillin 14