Marketing Mix BEConnected Conference Bob McClintick, Creative Memories Andrew Leavitt, Nu Skin Brett Duncan, Mannatech

1. 2011
Direct Selling Association
Be Connected Conference
Integrating Social Media
With More Traditional
Marketing Tools
Brett Duncan, Mannatech, Inc.
Andrew Leavitt, Nu Skin Enterprises
Bob McClintick, Creative Memories

2. Social vs Traditional Media
Social and Traditional media are not
mutually exclusive
TRADITIONAL MEDIA
&
SOCIAL MEDIA
TRADITIONAL SOCIAL
MEDIA MEDIA

3. The Merging of Communications
Web/Mobile Print Direct
• Corp. websites • Catalogs • Physical facilities &
stores
• Market websites • Flyers
• Business meetings
• Microsites • Advertising
• Incentive trips
• Email • Direct mail
• Conventions
• Mobile sites
• Shipment inserts
• Signage
Social
• Blogs
• Social Media
• Mobile Apps
• Etc.

4. What You Had to Say …
How many dedicated social media
employees do you have on staff?
40% 37%
35%
31%
30%
25%
20% Social
media
15% 12% staff
10% 10%
10%
5%
0%
0 Part-time 1 full-time 2 full-time 3+ full-time

5. What You Had to Say …
On what platform does your company
have a social media presence?
100%
90%
80%
70%
60%
50% 92%
40% 84% 80% Social
30% 63% media
20% 41% platforms
10%
0% 4% 10%

6. What You Had to Say …
Do you have a social listening program?
45%
40%
35%
30%
25%
20% 39% Social
37%
listening
15%
10% 22%
5%
0%
Yes No I don't know
what that means

7. LISTENING
and METRICS

8. Social Listening

9. It’s a Big, Big World Wide Web
The Web contains at least 9.29 billion pages
The estimated
minimal size
of the indexed
World Wide
Web is based
on the
estimations of
the numbers
of pages
indexed by
Google, Bing,
Yahoo
Search.
Source: http://www.worldwidewebsize.com

10. Cut Through the Noise & Listen
• Set up alerts for
your company
name
Google alerts is free • Set up alerts for
and allows you to set relevant products
up search queries for • Set up alerts for
keywords which your website URLs
Google will then • Set up alerts for
email you whenever it key executives,
indexes those words. competitors, etc.

11. Cut Through the Noise & Listen
• Ability to
Hootsuite’s free schedule posts
version allows you to and tweets
update across • Easy-to-use
multiple platforms (up dashboard
to 5 networks) and • Paid version
two RSS feeds via ($5.99/mo.)
your computer, features Google
iPhone, Android Analytics and
Facebook Insights
phone or Blackberry. integration

12. Cut Through the Noise & Listen
• See if your brand
Social Mention offers is being discussed
real-time social media • Evaluate positive,
search and analysis negative mentions
along with the most
• Gauge the passion
common indicators of
for your brand
social media activity:
strength, sentiment, • Discover the size
of audience your
passion and reach.
brand has reached

13. Cut Through the Noise & Listen
• Subscribe to
relevant website
RSS feeds
• Monitor news sites,
Google Reader
competitor sites
Social media and more
monitoring begins • Manage and sort
with a dashboard, feeds by topic
and Google Reader • Pair it with iGoogle
can get you started for easy desktop
down the right path. viewing

14. There's a Metric to the Madness

15. Market Research

16. Market Research

17. Market Research

18. RETHINKING
PRESS RELEASES

19. Social Media Press Releases
What makes a
press release
social?

20. Social Media Press Releases
A social press release contains everything necessary
to share and discover a story in a way that is
complementary to your original intent.
- Brian Solis

21. Social Press Release Case Study
• Keyword-rich,
blog-style
headlines
• Easily-
accessible,
bulleted
information
• Relevant quotes
• Boilerplate
information
• Multimedia (video,
photos, documents
and links)
• Social sharing
tools

22. Case Study: PR Metrics
Secured coverage
on 156 websites,
reaching a web
audience of 29
million viewers.
More than a 60%
increase in the
number of outlets
that picked up the
release over a
typical press
release

23. Case Study: DR Benefits
Sharing news via social
channels provides an easy
way for non-media folks (i.e.
distributors) to interact with
and share your message.

24. Social Media Press Releases
Do all my releases
need to be social?

25. Social-Enabled Newsroom

26. CONTENT
DISTRIBUTION

27. Content Distribution

28. Content Distribution

29. Content Distribution

30. Content Distribution

31. Content Distribution

32. Content Distribution

33. GOING
MOBILE

34. Mobile App Case Study

35. Flexible Framework
United States Japan
• Augments traditional
communications channels
with distributors
• Customized by market
• Dynamic content updates
• Shareable
• Linked to local and
corporate social media
accounts
(YouTube/Twitter)

36. Supported Platforms
iPhone Android
iPad
(and mobile web)

37. Nu Skin Mobile App Usage
• Launched in 25
markets and 14
languages
• More than 24,000
downloads to
date
• Additional
features planned
based on market
and user input

38. Mannatech Presentation App
(Launching Soon)

39. Bridging the Media Divide

40. Marrying Print With Digital
Uniquely
Uniquely trackable
I
trackable vanity URL
I
QR Code

41. Get the Code (Or the URL)
Quick Response (QR)
codes are used to store …
• Website addresses
• Email addresses
• Phone Numbers
Use QR codes in …
• A presentation
• Print ads
• Company catalogs
• Business cards, handouts

42. Build It, Track It
• Google URL Shortener
allows you to create a
shortened URL along
http://goo.gl
with a QR Code
• Kaywa allows you to
create a QR code for a
URL, email address or
phone number
• Search “free QR code
http://qrcode.kaywa.com generator” to discover
other options

44. Resources
Books
• Engage! – Brian Solis
• The New Rules of Marketing and PR – David
Meerman Scott (Get the ebook)
Web
Social Media Today
Mashable
Social Mention
Hubspot

45. Resources – Ranking
Mike’s Marketing Tools
http://www.mikes-marketing-tools.com/ranking-reports
• Enter URL and key terms to see your rankings
on major search engines.
Just for fun
http://www.archive.org/web/web.php
• If you’re feeling so-so about the
website progress you’ve made,
take a trip back through time.

46. Resources - Keywords
Google Insight Search
http://www.google.com/insights/search/
• Tons of information, from Top 10 search terms
to rising searches to demographics.
Google AdWords Keyword
https://adwords.google.com/select/KeywordToolExternal
• Compile hundreds of keywords. See what
search terms people are using to get to your
website and how much competition there is.

47. Resources – Traffic Drivers
Alexa
http://www.alexa.com/siteinfo
• Find out what search terms are driving traffic.
Quantcast
http://www.quantcast.com
• Monitor keywords and audience demographics.
Compete
http://www.compete.com/
• Monitor your traffic and competitor traffic.

48. THANKS

49. Content Distribution

50. Happily Ever After Photo Contest!
New
fans/followers:
7,700+
Total newsfeed
impressions:
6,299,417
Daily active
user increase:
48%
Total contest
page visits:
96,384

51. Marketing to Drive Awareness
Edge Rank
Facebook Fans
Jan. 2011 = 7
Feb. 2011 = 17
Mar. 2011 = 16
Apr. 2011 = 29
12%
May 2011 = 24
Edge Rank is the algorithm
used by Facebook to
determine what content
shows up in user’s news
feed. The better the score,
Post Interaction the larger the impressions.
70%

52. Marketing to Drive Awareness
Bloggers Get Onboard to Promote Contest
To create buzz, mommy and craft bloggers were offered
two free copies of Nancy’s Full of Love book: One to
keep and one to give away to one of their readers.
Total Blog
Posts:
30

53. One Thing Leads to Another …
Rachael Ray Show Appearance
As a result of the Royal Wedding contest, Creative Memories had the
opportunity to pitch a London album to Nancy O’Dell for a May 9
Rachael Ray Show appearance.
• Creative Memories gift bag
given to audience
• More than 4 minutes in front
of an estimated 2.6 million
daily viewers
• 700+ Creative Memories
fans respond to Facebook
scrapbooking question

54. And Then The Madness Hit …
• Voted Minnesota’s best
brand in July 2011
• Social efforts help us surpass
some iconic brands
• Featured in a Social Media
Examiner white paper plus
other print, online mentions
• Featured in Direct Selling
News September, November
editions

55. What Did We Learn?
• Social media is a deep and rich channel –
and a valuable complement to traditional
marketing
• Social media is a great equalizer
• David can win against Goliath
• Social media gives brands the opportunity
to observe, listen, engage, learn, adapt
• Loyalty and engagement are an essential
and invaluable piece of the puzzle