Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
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The Intersection of Social Media and Direct
1. The Intersection of Social Media and Direct DMA: 2010 Conference & Exhibition
2. AGENDA INTRODUCTION OVERVIEW: KEY TRENDS IN SOCIAL MEDIA AND COMMERCE DIRECT RESPONSE VS. SOCIAL MEDIA FOUR PILLARS OF SOCIAL MEDIA INTEGRATION OF SOCIAL INTO EXISTING CHANNELS CASE STUDIES LOOKING AHEAD 2
3. INTRODUCTION Maryssa Miller VP, E-commerce at Create The Group Most recently Director, E-commerce at Lacoste USA Masters of Science in Direct and Interactive Marketing from New York University, now Adjunct Professor of E-commerce Marketing Board of Governors for the DMA International ECHO Awards 3
8. Blog Partnerships: Curate original editorial content through strategic alliances with appropriate partners and key bloggers
9. Social Shopping: Social shopping sites like Polyvore are a great way to engage customers that are already interacting with products and have an affinity for brands
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11. 7 WORD OF MOUTH MARKETING “Conventional Wisdom has long held that a dissatisfied customer tells ten people. But that is out of date. In the new age of social media, he or she has the tools to tell 10 million consumers virtually overnight.” – Gillen, The New Influencers, 2007
12. 8 IS SOCIAL MEDIA DIRECT MARKETING OR MASS BRANDING?
14. SOCIAL MEDIA AS NEW DIRECT MARKETING Social media platforms give you the opportunity to generate leads To have the greatest number of people see your message, it’s all about location online Using your own opted-in fan base, you have a better group of qualified traffic Once you have the captive audience, you need to be relevant and not abuse their trust when choosing to market to them
16. Four Pillars of Social Media There are four key areas a brand needs to focus on in order to successful leverage the social channel: Content Creation Fan Engagement Social Listening Trend Watching
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18. Unique Content – Content created specifically for the social channel compels users to interact with the brand.
25. Integrate Social Media into Existing Direct Marketing Customer’s Top Rated from social media for content “Share This” Functionality on product pages “Follow Us On Twitter” and Become A FacebookFan through email Facebook vanity urls for direct response (www.facebook/yourbrand)
60. SOCIAL MEDIA: THE NEW CRM PROGAM Already brands are experimenting with Foursquare, Yelp and others to drive loyalty programs Merging data from social media on brand engagement with offline data can help determine the true “best customers”. Facebook especially will have more data than any direct marketer could have dreamed – targeting opportunities will be endless…but also relevant. 30
62. SOCIAL MEDIA: THE NEW MARKET RESEARCH TOOL Dell Ideastorm Results - 4,800 ideas generated by employees - 150 ideas Implemented by Dell My Starbucks Idea Results - 70,000 Ideas in the first year - Many Ideas implemented - Starbucks VIP card - Buy coffee beans, get a free cup
64. SOCIAL MEDIA USING DIRECT MARKETING PRINCIPLES Use customer insights and market research to inform the strategy Develop engaging content and creative that people will talk about Have a clear call to action Testcampaigns and creative Track, measure and analyze the results