The document discusses the intersection of social media and direct marketing. It provides an overview of key trends in social media and commerce, comparing elements of direct response and social media. It examines how brands can integrate social media into existing marketing channels through case studies. The document also looks ahead at how social media could become the new customer relationship management program and customer service platform. It emphasizes developing engaging content and having a clear call to action when leveraging social media for direct marketing purposes.

1. The Intersection of Social
Media and Direct

2. Agenda
• INTRODUCTION
• OVERVIEW: KEY TRENDS IN SOCIAL MEDIA AND COMMERCE
• DIRECT RESPONSE VS. SOCIAL MEDIA
• INTEGRATION OF SOCIAL INTO EXISTING CHANNELS
• CASE STUDIES
• LOOKING AHEAD

3. Introduction
Maryssa Miller
Head of Digital Commerce, JetBlue Airways
– Most recently VP, E-commerce at Create The Group and 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
– Served on Board of Governors for the DMA International ECHO
Awards

4. SOCIAL REVOLUTION

5. SOCIAL REVOLUTION
“Man is by nature a social animal.” – Aristotle

6. KEY TRENDS
Brands are harnessing the power of social media and social shopping to reach a
wider audience, creating advocates and helping to spread loyalty and passion for the
brand.
• Facebook: Increase awareness of the brand, create a loyal fanbase and push
exclusive content to users
• Twitter: Keep users engaged with frequent updates and brand messaging
• YouTube: Post unique video content and link back to a website
• Blog Partnerships: Curate original editorial content through strategic alliances
with appropriate partners and key bloggers
• Social Shopping: Social shopping sites like Polyvore and Pintrestare a great
way to engage customers that are already interacting with products and have an
affinity for brands
• Geo-Targeting: Apps like Foursquare can deliver targeted messaging based on
a user’s location

7. HOW SOCIAL MEDIA IS CHANGING THE LANDSCAPE
• More than 70% of the digital universe will be generated by
individuals this year.
• Facebook is the most visited site in the world. Five years
ago it didn’t register in the Top 10.
• 81% of online holiday shoppers read online customer reviews
before making a purchase.
• 40% of consumers who fan a brand do so for deals
• 37% of Twitter followers who say they are more likely to buy
from a brand after following

8. SOCIAL REVOLUTION
But this increase in ease, speed, and reach fundamentally changes the balance of
power between brands and consumers. Today, the volume of user-generated
conversation far exceeds official brand communication.
Then Now
• Mass Media • Social Media
• Monologue • Conversation
• Brands in control • Consumers in control

9. SOCIAL REVOLUTION
Social media simply amplifies existing human
desires and needs to join, connect, reconnect,
express and share, with increased ease, speed,
reach and relevance.

10. Is Social Media Direct Marketing
or Mass Branding?

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

12. 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

13. 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

14. MEASURING SUCCESS AND ROI

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19. Leveraging Social Media Platforms

20. TWITTER
• More than 90% of tweets come from consumers
• Only 12% of consumer tweets mention a brand
• When someone mentions a brand name on Twitter, they’re
most likely talking about a Social Network (22% of mentions),
or an Entertainment (17%) or Technology brand (17%)
• The top brands mentioned on Twitter are Twitter itself, Apple
products/brands and Google
Marketers can do more by participating in the conversation
rather than talking at consumers

21. FACEBOOK
• On Site
• Facebook Page
• Facebook Commerce
• 360 Bigger Ideas

22. INTEGRATING FACEBOOK INTO BRAND SITES

23. FACEBOOK ON SITE (CONT.)

24. CASE STUDIES - ON SITE
Encourage customer engagement through Facebook plugins on
site.
Facebook Send Button
Facebook Like on Product Listing Pages

25. CASE STUDIES - ON SITE AND ON FACEBOOK
• Create wishlists through Facebook like, share purchases with
network and promote stories as a brand.
• The new “want” button will be the individual brand site’s wishlist
killer.
Post Purchase Share
Facebook Recommendations from a Brand
Facebook Recommendations from a Friend

26. FACEBOOK ON SITE (CONT.)

27. CASE STUDIES - ON SITE
Personalize interaction with the brand and the users’ social
networks.
ShoeDazzle Shop with a Friend
TripAdvisor Facebook Personalization
Small Site Personalization Plugins
Amazon Facebook Wishlist Personalization Ticketmaster connect

28. FACEBOOK – BRANDED FACEBOOK PAGE

29. FACEBOOK – LEVI’S EXAMPLE
Levi’s has successfully integrated Facebook Connect into their e-
commerce site, allowing users to share their favorite styles with all
their friends with a single click.

30. CASE STUDIES – ON FACEBOOK
Create personalized ads through sponsored stories and highlight
bestsellers as a tab.
Sponsored Ad that shows friend connections
Most Liked Tab on Facebook page
Sponsored Story

31. FACEBOOK – BRANDED FACEBOOK PAGE (CONT.)

32. CASE STUDIES – ON FACEBOOK
• Fan engagement can be encouraged several ways. On the user level, they can tag
their pictures with
• Brands, while Brands can create apps on their page.
Brand Tagging by a User
Retail Therapy’s Facebook app on Page

33. SOCIAL COMMERCE

34. FACEBOOK COMMERCE
Success Criteria
-Exclusive Products
-Strong Utilization of Social Media & Marketing to Promote
Case Studies
-Barneys
-Blue Fly
Ideas
-Temporary Facebook Pop-Up Sales
-Consider selling Digital Goods (Facebook Credits)

35. FACEBOOK COMMERCE EXAMPLES
Barneys.com Bluefly.com

36. Brands Embracing
New Social Marketing

37. NOWNESS
NOWNESS.com is an innovative editorial site that is part of the LVMH
family. NOWNESS offers interactive content and visually compelling
features on art, fashion, culture, travel and lifestyle.
Users can:
• Choose to “Love” or “Don’t Love” a feature
• Share content with friends via email or across social media sites
such as Facebook and Twitter
• View content based on other users’ favorites
• Browse according to user location
• Leave comments on a specific article or contributor

39. COACH
Unique Content- Content you create specifically for Facebook can be one of the
most compelling reasons for a person to Like your brand. Product and content
exclusives are a great way to engage users to interact with the brand and drive to
purchase.

40. BEST BUY

41. JETBLUE

42. Social Media: Looking Ahead

43. SOCIAL MEDIA: THE NEW CRM PROGAM
• Already brands are experimenting with Foursquare, Yelp and
others to drive loyalty programs through badging and other
incentives.
• 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.

44. SOCIAL MEDIA: THE NEW CUSTOMER SERVICE
PLATFORM

45. SOCIAL MEDIA: THE NEW MARKET RESEARCH AND
INNOVATION PLATFORM
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

46. Social Media: Moving Forward

47. SOCIAL MEDIA: PRIORITIZING NEXT STEPS
Sample Prioritization of Social / Commerce in alignment with your
Business Objectives:
Priority 1: Sales
Priority 2: Fan Group / Customer Acquisition
Priority 3: Branding
Priority 4: Promotions

48. SOCIAL MEDIA: LEVERAGE LISTENING TOOLS
Social listening tools enable companies to monitor what people are saying about their
brand across the internet, in one streamlined application.
Utilize social listening tools to:
• Analyze information collected and measure trends based on user keyword or topic
• Quantify results to gain actionable learnings about the users most engaged with the
brand
• Provide real-time updates to respond quickly to any issues that may arise
• Identify opportunities for engagement

49. SOCIAL MEDIAAND 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
-Test campaigns and creative
-Track, measure and analyze the results

50. THANK YOU