8. DIRECT RESPONSE VS. SOCIAL MEDIA ELEMENT DIRECT SOCIAL CREATIVE DEVELOPED BY BRAND OR AGENCY MANAGED BY BRAND OR AGENCY, BUT DEVELOPED BY CONSUMER BROADCAST INITIATED BY BRAND CUSTOMER GENERATED REACH LIMITED BY LIST QUANTITY AND QUALITY CUSTOMER’S NETWORK, BUT UNLIMITED MESSAGE CONTROLLED BY BRAND THROUGH CONTENT AND CREATIVE DRIVEN BY CONSUMER CALL TO ACTION OPEN, CLICK THROUGH, PURCHASE LIKE, INVITE, JOIN, FOLLOW METRICS IMPRESSIONS, CLICKS, CONVERSION +FAN BASE, FOLLOWERS, BRAND MENTIONS AND AFFINITY
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10. 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 But that is out of date.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
28. 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