10 things direct marketers can do to take advantage of social media
DESCRIPTION
People are no longer just names on a mailing list. Today they're self-appointed influencers who freely share their opinions and expertise with others online. The opportunity for direct marketers is to reach out to these people and create awareness for your company and products, but that requires you to re-think and revise your tactics. There's still plenty of opportunity to market directly to customers, but the tools and tactics have changed. Get smart, because the old methods are in long-term decline.TRANSCRIPT
Twitter: @pgillin
Twitter: @pgillin
10 Things Direct Marketers Can Do to Take Advantage
of Social Media
Paul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Twitter: @pgillin
How Low Can You Go?
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The Way We Were
•Message
•Impressions
•Reach & Frequency
•Retention
•CPM
•Recall
•Share of Voice
•Coverage
•Rate Base
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The New Language of Marketing
•Followers
•Likes
•Connections
•Engagement
•Responsiveness
•Comments
•Repeat Visits
•Shares
•Views
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1. Amplify and Conquer
• From June 2010 to August 2011, those using both social media and email marketing saw 14.43% list growth. Those only using email saw just 8.96%.
• Those using both email and social have email lists that are 53% larger on average than those using only email.
• The average click through rate for those using both email and social was 59.3 points higher than those only using email.
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Look Familiar?
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2. Use It or Lose It
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What to Avoid
Over half of B2B marketers update their Twitter accounts once a week or less, according to BtoB magazine
If you’re going to advertise that you use the tools, you must use them or risk looking clueless
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Publish Everywhere
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3. Flip the Funnel
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Platform Adoption by Year
Source: Awareness Networks/ Paul Gillin
Multi-Platform Strategy
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Tools of Influence
PRE MEDIA AGE
MASS MEDIA AGE
SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Source: Universal McCann Erickson
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Shifting Sands
Center for Media Research
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4. Integrate Platforms
•37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).•55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data
Source and Goodmail).•Business executives say integrating e-mail and social media is their fourth-most-important e-mail marketing initiative for 2011. (StrongMail)
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Integrated Social Media
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Promote online success in traditional venues
Make it easy for people to find you online
Make sharing part of your website Solicit testimonials
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Integrating Online and Print
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5. Get Up to Code
“Approximately 14 million U.S. mobile users – or 6.2% of the U.S. mobile population - used their smartphones to scan QR codes in the month of June 2011 alone.”
--ComScore
Top-performing Porsche ad in Men’s Health got a 17% click-through rate
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Postal Mail Still Works!
•About 5% of e-mail list addresses go bad each year. Use postcards to re-capture them.
We miss you!
Renew your online account at www.mycompany.com/renew
and get one month free!
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6. Generate and Refine Content
• Identify Topics• Generate Content• Gather Feedback
• Test Messages• Capture Leads• Strengthen Relationships
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7. Build Lists
…But remember it’s about thought leadership, not pushing products
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Social Networks are On-Ramps For Traditional Marketing
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8. Improve Audience Engagement
• Barter blogger posts
• Ask a question, feature best answers
• Bookmark and republish favorite tweets
• Invite photos, videos and stories
• Poll and promote
• Ask feedback and cherry pick
• Plant seed questions and invite debate
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Leveraging the Audience
• Test messages to a community
• Limited offers
• Private or closed-group discussion
• Brand ambassador programs
• Competitive intelligence
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Promote Your Contentand Others’ Endorsements
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Brand Ambassadors
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Professional photographers featured in a print ad in The Philippine Star, July 28, 2010
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10. Validate Value
Epson reported that revenue per visitor nearly doubled after reviews were added to its website.
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9. Use Facebook as an Alternate Home Page
Tip: Test promotions here before rolling them out in a direct marketing campaign
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“More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.”
--MediaPost, 2/9/10, quoting ForeSee research
“Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.”
--MultiChannel Merchant, 2/16/10, quoting the same study
Social Disconnect
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Twitter Is the New Talk Radio
Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers
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Challenges and Invitations
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Twitter Contest
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March 30
Prospect reaches website through search query "small business accounting," views four pages and subscribes to
newsletter.
April 4
Prospect responds to e-mail invitation for "Choosing Small
Business Accounting Software" webcast 30 minutes after e-
mail is sent.
April 9
Prospect attends webcast, stays 45 minutes and submits
a question related to legal practices.
April 10
Prospect clicks link in webcast summary e-mail to visit product
description page. He downloads PDF of product brochure about software for
legal practices.
April 12
Prospect downloads trial version of your small business accounting software for legal
practices.
Oh, the Things That You Know!
Thanks to Web Analytics…
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Tools Can Help
And yes, e-mail too!
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Social media for awareness, e-mail for retention Be consistent, constructive and helpful Offer multiple entry points: something for everyone Promote through every possible channel Help, don’t sell Subscribership = membership Invite feedback wherever possible Drive traffic to other channels
E-mail Marketing is Glue
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Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thank You!