1. Presented by James Gilbert, CEO
April 17, 2014, 561-302-1719

2. • 30 + year history in DM (old school > new school)
• CEO, Gilbert Direct Marketing, Inc.
• President, Florida DMA
• Professor Direct Marketing
• Author Target Marketing Group
• Return on Intelligence column
• Guide to Social Media - Content
@gilbertdirect@gilbertdirect

3. • Above all - a direct marketer
• Old school principles applied to new
channels!
• MARKETING DISRUPTOR
• HERETIC!
@gilbertdirect@gilbertdirect

4. ““What can IWhat can I expectexpect from Social Media?”
from Social Media?”
“What kind“What kind ROIROI will I get?”will I get?”“I tried social media and gained
“I tried social media and gained
No Customers
No Customers!”!”
Then…

5. ““My posts are not getting any response”
My posts are not getting any response”
“What kind“What kind ROIROI will I get?”will I get?”“I tried social media and gained
“I tried social media and gained
No Customers
No Customers!”!”
Now…

6. "There is only one valid definition of business
purpose – to create a customer.
Companies are not in business to make
things… but to make customers.”
-- Peter F. Drucker
OrientationOrientation(What these laws are(What these laws are reallyreally about!)about!)

7. Customers via Social? How?Customers via Social? How?

8. Engagement!
Engagement!

9. EngagementEngagement
Fulfills the DMFulfills the DM
Promise of true 2 way
Promise of true 2 way
communicationscommunications
Connect… be real!Connect… be real!
Dialog! Two way street!Dialog! Two way street!

10. Social Media Law # 1
• The deeper the level ofThe deeper the level of
engagement, the deeper theengagement, the deeper the
trust/bond with your company!trust/bond with your company!
• Nothing happens without engagement!
• How engaged are your social media fans?

11. Social Media Law # 1
• But first, what are your goals:But first, what are your goals:
– Build Authority, Credibility?Build Authority, Credibility?
– Generate leads?Generate leads?
– Drive ROI, Sales?Drive ROI, Sales?
– Increase Engagement? (KEY to itIncrease Engagement? (KEY to it
all)all)

12. Social Media Law # 1
• Who is using what?Who is using what?
– Twitter?Twitter?
– Linkedin?Linkedin?
– Facebook?Facebook?
– Instagram?Instagram?
– Pinterest?Pinterest?
– Blog?Blog?
– Youtube?Youtube?
– G+?G+?
– Other?Other?

13. •Harsh reality: socialHarsh reality: social
has changed!has changed!
– (but we still need it right?)(but we still need it right?)
Social Media Law # 1Social Media Law # 1

14. – Engagement more difficult
– Have to work harder to “get ‘er done”
– Everybody is doing it!
– More message clutter
– Facebook Algorithm make posts more relevant!
• Kills engagement dead in reality with
Edgerank.
• Forces paid advertising to reach hard won
fans!
Social Media Law # 1Social Media Law # 1

16. The Law of Engagement!
• The goals of every social media marketerThe goals of every social media marketer
STILL ARE….STILL ARE….
– Engage!
– Draw them out!
– Get them involved!
– Become a thought leader!
– Generate Authority!
– Tug at their heartstrings
– Tell a story!!!!
– Create drama!!!!
– But now we have to be even smarter, better and
more engaging

17. The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•Brand impression
•Like – casual listener
•Like - engages
•Super like – engages often
•Minor brand advocate – recommends brand
•Super brand advocate – recommends brand and sells product!
•Dislike – disgruntled like of advocate – goes away
•Super dislike (engaged dislike) – goes away and talks about brand in a
negative way
•Goal move from 1 – 6
•Goal move back from 7 and 8 to 6

18. The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•How do you find and createHow do you find and create
brand advocates?brand advocates?
•Listen, spend time on sites.
•See who retweets, shares, likes etc.
•Make contact!
•Yes make contact and build relationship!

19. The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•Brand advocates are everywhere.Brand advocates are everywhere.
•Carol!
•Donna!
•Josh!
•Trevor!
•Tina
•Angel’s Aunt!
•Its about the real-ationship to your social people andIts about the real-ationship to your social people and
brands.brands.
•Became my friends! Literally!Became my friends! Literally!

20. The Law of Engagement!The Law of Engagement!
Real-ationshipsReal-ationships

21. The Law of Engagement!
THEN:
The nameless faceless corporate
entity
NOW:
The nameless faceless corporateThe nameless faceless corporate
social media postersocial media poster

22. • Its time to throw out what you have
learned about social media and:
–Lose the tools:
• Forget Hootsuite, scheduled postsscheduled posts, and other
tools to make life easier. Get back down in the
trenches, engage, delight and…
•BUILD RELATIONSHIPS!BUILD RELATIONSHIPS!
• Today in social relationships are dying!
The Law of Engagement!

23. Case Study – The Fresh Diet
Case Study – The Fresh Diet
• About The
Fresh Diet
• Focus on
relationship
building
• Facebook
driver

24. FB Good news!FB Good news!
• Facebook now allows contest toFacebook now allows contest to
be done right on the timeline!be done right on the timeline!
–3rd
party apps no longer needed
–Engaging fans easier without “middle-man”
–Still some confusing rules so review before
implementing!

25. FB Bad news!FB Bad news!
• Facebook “Facebook “EdgerankEdgerank”” algorithmalgorithm
changing against businesschanging against business’’ss
– Spammy postsSpammy posts
– Repeat postsRepeat posts
– Emphasis towards friend posts vs BizEmphasis towards friend posts vs Biz
– FB now a pay for play biz model!!!FB now a pay for play biz model!!!
• Pay to build fansPay to build fans
• Then Pay to reach themThen Pay to reach them

26. Fresh Diet Growth…
94fans
24kLikes

27. Building our brand via FacebookBuilding our brand via Facebook
• Our Facebook page is our calling card.
• Many times we prefer to send to FB over web
• More powerful than our website
– People see engagement and want to join in
– People see happy customers and order!
• Beyond our “likes” thousands of people check
us out on FB daily.

28. Don’t be an info
Don’t be an info
pusher!pusher!

29. How we got there – Goals!How we got there – Goals!
• Main goal!
• Put a human face on the nameless faceless
corporate entity
• Distinguish ourselves from big corps
• We are real people, promoting a healthy
lifestyle
• People respond to realPeople respond to real

30. How we got there – Goals!How we got there – Goals!
• Build relationships - Build engagement
• Speak in a real voice
• Develop trust
• Give to get world (FREEBIES)Give to get world (FREEBIES)
• Time spent on site = engagement
• Engagement = Sales
• Sales + Engagement = Advocacy
• I tease people, draw them out, call them out, etc

31. How we got to 66K – the basicsHow we got to 66K – the basics
• Call center
• Collateral Material
• Mailers
• Email signatures
• Email newsletters
• Any place we can think of

32. How did we get there?How did we get there?
Facebook ads
•Can be hit or miss, but test!
•Effective in driving targeted traffic
•Targeting better but still needs work
•Boost Posts
•FB now forcing business’s to pay!
•Some controversy about REAL Likes
•Side note: Retargeting! Remarketing!

33. Step 2 building engagementStep 2 building engagement
• Back in the day…
• It started with a single contest.
– Carbometer
• Ran contests every day of the week

34. Contests mean to us…Contests mean to us…
• A way to seed the market with food
• A way to have people come back and give
positive feedback
• The Give to get!
• An engagement tool
• Fun – draws people out

35. Contest examples
• Plate your
favorite
meals

36. Contest examples
• Halloween costume
contest

37. Contest examples
• Motivation
poster
contests

38. Contest examples
• Fresh Diet-ize a Beatles Lyric (in honor of John
Lennon)
• Fresh Diet-ized Haiku

39. Contest examples
• Video
contests
• This
contest
coined
the
phrase,
“the fresh
diet
delivery
fairies?

40. Contests Recipe winner

41. Social Media Law # 2
• Brand + Channels = Revenue.Brand + Channels = Revenue.
– The more channels a consumer interacts with
your brand in, the more likely they are to buy.
– Offering multiple engagement channels allows for
consumer self selection of preferred channels.
– Being in the right social media channels based on
your market increases channel interaction.

42. We do a lot of video

43. YouTube fun and relationship building

44. Building Traffic – Fans and Likes
Ad.ly network
allows you to buy
paid tweets from
celebrities
Gained 400 fans
in one day

45. Building Traffic – Fans and Likes
Tie ins with other
sites drove major
traffic and likes
We did this one in
conjunction with
a freebie every
day.

46. Building Traffic – Fans and Likes
Tie ins with other
sites drove major
traffic and likes
We did this one in
conjunction with
a freebie every
day.

47. Building Traffic – Fans and Likes
Paid tweets from
Heidi Montag
promoting a
contest drove
fans and contest
entries

48. Building Traffic – Fans and Likes
Using the @ sign
drives traffic
This post ran on
TFD and Holly
Madison’s FB
page at the same
time

49. Social Media Law # 3
• Brand + time + channels = advocates.Brand + time + channels = advocates.
– Consumers spending time in multi channels
breeds customers more likely to become brand
advocates and influencers.
– This is the new multichannel marketing model for
the 21st century.
– Social media creates brand advocates and turns
peers into your best salespeople.

50. Social Media Law # 3
•Brand + time +Brand + time +
channels = advocates.channels = advocates.
–How is it done?
–Content is king!!!

51. Cross pollinate content
• Blog as
center of
universe!

52. Amplify your content
across channels

53. Forget ABC’s
A B P is the new model
Always
Be
Promoting

54. Need content?
• Wrap
yourself
around an
issue or a
topic
• Make it
your own
• Provoke!

55. Need content?
• Or just share otherOr just share other
people’s content and addpeople’s content and add
your opinion!your opinion!
•Make the issue your own!
•Be a curator of content!

56. Become a thought leader!
• Linkedin publishingLinkedin publishing
platformplatform
• Groups (social, DM Q&A)Groups (social, DM Q&A)
• Tweet (yours, others)Tweet (yours, others)

57. My take on content
• B2B social, Blog, Linkedin Key!B2B social, Blog, Linkedin Key!
• Become a thought leaderBecome a thought leader
• Always be promotingAlways be promoting
• Amplify and share.Amplify and share.
• Create share worthy contentCreate share worthy content

58. Social Media Law # 3
•Content ideasContent ideas
for you…for you…

59. Tips for success…
• Use #hashtags
• Tag others in posts (business’s, people)
• Pictures and graphics a must
• Video! (that’s a whole other presentation)
• Create events (FB, G+)
• Create and amplify a call in, webinar

60. Social Media Law # 3
Reviews?

61. Social Media Law # 3
Info
pusher?

62. Social Media Law # 3
Likers?
Sharers?
Are they
your next
advocates?
(or are they
ringers)

63. Social Media Law # 3
This needs fixing. Social stuff allows you to follow but not go to sites.
Had to do some searches to find social once liked!

64. Social Media Law # 3
These are better – getting a little engagement started…
But where is the video?

65. More content examples Glassesshop.com

66. More content examples Glassesshop.com

67. More content examples Glassesshop.com

68. More content examples MegaMotorMadness.com
Over promotional kills pages dead! (like/talking)

69. More content examples MegaMotorMadness.com
Fun and humor save the day…. Tag advocates
to amplify!

70. Exceptional vacations
Happiness rules…
Here are your brand
advocates….

71. Exceptional vacations
Happiness rules…
• Better imagery
• Use pictures here
• Create unique
content
• Reach out to
likeminded
individuals and
organizations…

72. Exceptional vacations
Happiness rules…
• Where is your
Youtube Channel
listed!!!!

73. Dataman Group
• Where is
your
Youtube
Channel
listed!!!!

74. Dataman Group
• I know
you have
some
video’s
Dale!
• Make
them
stars!

75. Dataman Group
• Nice
Linkedin
Business
Profile!
• But your
linkedin
link goes
to your
profile
Dale

76. Dataman Group
• Google+
• Needs
some
tweaking!

77. Total Bank
• Total
Bank
Social?
• Need to
hire me to
develop
strategy!

78. Total Bank
• Total Bank Social?
• Not much found

79. Total Bank
• Total Bank Social?
• But I did find this when I searched

80. Upfront Foods

81. Upfront Foods YouTube?

82. Upfront Foods

83. Upfront Foods

84. Upfront Foods
Images, engaging tweets, relationship building, tagging, a real voice… real deal!

85. Social Media Law # 4
• The exponential search factor.The exponential search factor.
– Social media increases your search engine
rankings, and when combined with your website
drives additional traffic via organic search.
–Google+ is a must
–Increases search rankings
–Sends social signals back to Google
•(you need those)

86. Social Media Law # 5
• The new-fangled customer serviceThe new-fangled customer service
factor.factor.
– Consumers choose their contact preferences.
– Brands not having multiple channels for customer
service risk losing customers.
– Consumers expect instant gratification and social
media delivers.

87. Facebook as a customer service tool
• Sales and CS people inhabit our page
• Customer service is no longer
limited to the call center!!!
• When questions get asked, we answer ASAP
– Speed and agility in a social media world
– If we don’t answer fast enough, we get grief
– When issues come up we must address them
with speed, agility and accuracy, otherwise we
will get skewered

88. Social Media Law # 6
• The behind the scenes factor.The behind the scenes factor.
– People don’t buy from brands - they buy from
people.
– Social media puts a human face on the faceless
corporate entity.
– The biggest opportunity around social media is to
allow people to connect with your employees as
peers.

89. The days of “bigThe days of “big
anonymous corp.” are over!
anonymous corp.” are over!

90. Bio’s of
our
employees
bring
customers
closer to
the
company

91. Build involvement and trust
Be Transparent
Go behind the
scenes

92. Bringing our customers closer
Image done by one of
our customers of our
CEO Zalmi Duchman.
He is officially Zman or
Zuperman to our fans

93. Again, we do a lot of video

94. Social Media Law # 7
• Trust is the new black.Trust is the new black.
– The aforementioned laws allow consumers to
build or rebuild trust if done correctly.
– Social media harkens back to the days of the
corner store where consumers and brands had a
cordial relationship.
– Social media builds relationships over time.

95. Trust? Our involvement devices
• Delivery fairies
• Fearless FB leader
• Overgiving
• We let our customers run and judge contests
• Brand everybody
• Make fun of ourselves
• Have all get involved in company
• Ask questions, involve customers (bag, slogans)

96. Building Trust – Random Freebies
• Every day we give food away randomly on FB.
• Other times we just give it away for no reason
• Is it expensive? Sure, but the rewards are
enormous
– People are always promoting us to our friends
– Another way we seed the market and drive
positive reviews

97. Build involvement and trust

98. Give to get – Random Freebies

99. Social Media Law # 8
• The online reputation factor.The online reputation factor.
– Whether you like it or not consumers are talking
about your brand.
– Social media is the great neutralizer.
– It allows your company to seek out negatives and
turn them into positives via reputation
management and communications.

100. Rep is everything

101. Social Media Law # 9
• The time spent factor.The time spent factor.
– Customers are not always ready to buy.
– Social media’s eight other immutable laws
prepares customers over time.

102. Social Media Law # 9
• Engagement + time + trust =Engagement + time + trust =
revenue.revenue.
– When we run sales on FB sales come!
– Use promo codes to track
– Customers do the selling for us.
• Must try this!

103. Get a copy…Get a copy…
• Drop me a business card and I willDrop me a business card and I will
send you a copy of this preso!send you a copy of this preso!
– Feel free to pass it along too!Feel free to pass it along too!

104. Thank You!Thank You!
How to reach me…
jimdirect@aol.com
@gilbertdirect
561-302-1719
www.linkedin.com/in/jimwgilbert