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.
4. Social Media: A new era
for measurable direct
marketing
Martin Smith – Head of Marketing, Neolane Limited
Copyright Neolane - 2011 Neolane Private and Confidential 4
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”
Copyright Neolane - 2011 Neolane Private and Confidential 5
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.”
Copyright Neolane - 2011 Neolane Private and Confidential 6
8. UK Social Media Today
Copyright Neolane - 2011 Neolane Private and Confidential 8
9. Social Users Are Not ONLY Part of
Generation Y, Z, …..
60% of Facebook
users are above 35
Copyright Neolane - 2011 Neolane Private and Confidential 9
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
Copyright Neolane - 2011 Neolane Private and Confidential 10
11. Let‟s gather as
many Fans as
possible!
Copyright Neolane - 2011 Neolane Private and Confidential 11
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
Copyright Neolane - 2011 Neolane Private and Confidential 12
13. The challenge…..
“
I have succeeded in having 1 million
Facebook fans………
But now…. How do I really make money?
”
Copyright Neolane - 2011 Neolane Private and Confidential 13
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
Copyright Neolane - 2011 Neolane Private and Confidential 14
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’
Copyright Neolane - 2011 Neolane Private and Confidential 15
16. A Huge Perception Gap
OUCH!
Brands Consumers
Copyright Neolane - 2011 Neolane Private and Confidential 16
17. Are consumers ready?
Razorfish
Copyright Neolane - 2011 Neolane Private and Confidential 17
18. Consumers are
ready for
Direct Marketing
in Social
Copyright Neolane - 2011 Neolane Private and Confidential 18
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
Copyright Neolane - 2011 Neolane Private and Confidential 19
20. Objectives:
■ Increase addressable contacts in the database through
Facebook
Tactic:
■ Facebook Contest “Join The Kingdom”
Copyright Neolane - 2011 Neolane Private and Confidential 20
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
Copyright Neolane - 2011 Neolane Private and Confidential 22
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
Copyright Neolane - 2011 Neolane Private and Confidential 23
24. Thank You
Neolane
Stand C5
Win a trip to Paris for 2
Copyright Neolane - 2011 Neolane Private and Confidential 24
Notas del editor
Ask the attendeeswhether or not they’reusing FB, for ex.
Many marketers think people only want fun on social media, that’s wrong, they mainly want direct marketingWe have many surveys according to that point. We can give you some (see additional slides)Trans : The conclusion is, well, youlisten, youbuildcommunities?Nowlet’s go further and unleash the potential value of fans!Here is Neolane value prop
Neolane permit markerts to achieve this 4 bullets : from measuring reaction to brand actions, posting mesages and managing multiple fan pages to geting optin and engaging one to one conversationNeolane go further and provide a solution to monitor what is published on social media, monitor refferal links (with pURL) post messages on Twitter and Facebook, create sharing on emails (social share) and provide engagement + opt-in (=data acquisition) features.We do not are a listening and replace community manager but we help them to work better1 Buid & Listen: Listen and build commmunities, we help companies to do that,2 Influence : Advertise communities, try to generate buzz, we do it also with centralisation3 Opt-in : acquisition of social opt-in and information about profile interests, not many companies do that, we do with full integration with mkt database4 Engage : engage dialogue with people inbound and outbound, we do, with full cross-channel fusionTrans : let’s see in details some points of our offers and how customers use it
A nice powered by Neolane example.A very simple page tab application contest generated a great ROI !
A simple Facebook application with a welcome page, a request for permission, a thank you page, all managed by Neolane
Only one message on LA Kings wall generate 353 contest participations