using social media for dm goals

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Using Social Networking to Achieve DM Goals

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Slides from the presentation by Steve Broback and Teresa Valdez Klein of the Parnassus Group to the Seattle Direct Marketing Association on March 5, 2008.

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Page 1: Using Social Media For Dm Goals

Using Social Networking to

Achieve DM Goals

Page 2: Using Social Media For Dm Goals

Who Are We? The Parnassus Group Steve Broback Teresa Valdez Klein

Page 3: Using Social Media For Dm Goals

What Will We Cover Tonight? Social Networks/Social Media DefinedOverview of the platforms and PhilosophyThe business case for social media Focus on Facebook -- and how to leverage itBlog monitoring

Page 4: Using Social Media For Dm Goals

Brand/Buzz Monitoring

Page 5: Using Social Media For Dm Goals

Social Media Defined In comparison to traditional media (and Web 1.0), online social media is: Perpetuated Web-enabled content of a conversational nature.

Page 6: Using Social Media For Dm Goals

Social Media Defined Perpetuated - indefinitely available for new participants to weigh in.Web-enabled, but a Web page by itself is not “social.”Conversational: Two (or more) way discussion includes social link sharing sites.

Page 7: Using Social Media For Dm Goals

Examples of Social MediaTwo distinct waves so far

Page 8: Using Social Media For Dm Goals

The First WaveBlogsWikisDiscussion groups/bulletin boardsInstant Messaging

Page 9: Using Social Media For Dm Goals

The Second WaveSocial networks: Facebook, MySpace, LinkedInTwitter/Jaiku/Pownce

Page 10: Using Social Media For Dm Goals

“Recession Proof” Marketing(?)

Page 11: Using Social Media For Dm Goals

Let’s Talk DM!We want to generate leadsWe want to message those leadsWe want to convert those leadsHow do we get started???

Page 12: Using Social Media For Dm Goals

Not So Fast…

Page 13: Using Social Media For Dm Goals

Direct Marketer Beware... It's an entirely new model and philosophyTraditional selling and messaging are likely to be rejectedContributing and participating are the new currencyIgnore the proper etiquette/protocol at your peril

Page 14: Using Social Media For Dm Goals

Philosophical UnderpinningsYour company is not a personEveryoneʼs a publisher now (and in the PR business)Personal/professional line is very blurryYouʼre here to helpReady, fire, aim -- repeat?

Page 15: Using Social Media For Dm Goals

Blogs: Social Media 1.0Drive trafficBuild an email/prospect listClose sales

Page 16: Using Social Media For Dm Goals

Searchers are ShoppersAmazon: The original bloggers(?)Are you buying Google ads?Harris Interactive study “The Blogosphere is not a used car lot.”

Page 17: Using Social Media For Dm Goals

Building a List From Your BlogCommentersEmail SubscribersBloggers who link to you

Page 18: Using Social Media For Dm Goals

Selling with a BlogLinking to buyersEngaging with supporters and detractorsPublishing testimonialsCase studies

Page 19: Using Social Media For Dm Goals

Facebook: Social Media 2.0

Page 20: Using Social Media For Dm Goals

What is Facebook?Intent was to connect real-world friends onlineOriginally for anyone with a .edu addressNow open to anyone with an email addressNow connects friends and personal/professional acquaintances

Page 21: Using Social Media For Dm Goals

What’s the Big Deal?Identity confirmationThe feed!!!!66 million active membersThe first reasonable platform to facilitate business activityLots of potential touch pointsApplicationsNot hideous (will be soon?)

Page 22: Using Social Media For Dm Goals

Facebook AnatomyProfile Page

Page 23: Using Social Media For Dm Goals

Facebook AnatomyNews Feed

Page 24: Using Social Media For Dm Goals

Facebook AnatomyIn Box (Mail!)

Page 25: Using Social Media For Dm Goals

Facebook AnatomyNotifications

Page 26: Using Social Media For Dm Goals

Facebook AnatomyUpdates

Page 27: Using Social Media For Dm Goals

Facebook AnatomyGroups

Page 28: Using Social Media For Dm Goals

Facebook AnatomyA group page

Page 29: Using Social Media For Dm Goals

Facebook AnatomyA group page

Page 30: Using Social Media For Dm Goals

Facebook AnatomyEvents

Page 31: Using Social Media For Dm Goals

Facebook AnatomyAn event page

Page 32: Using Social Media For Dm Goals

Facebook AnatomyAn event page

Page 33: Using Social Media For Dm Goals

Facebook AnatomyApplications dashboard

Page 34: Using Social Media For Dm Goals

How Are Marketers Using FB?Engage with clients/prospectsEngage with existing groupsCreate and manage groupsCreate Fan PagesBuy social ads

Page 35: Using Social Media For Dm Goals

How Are Marketers Using FB?Sponsor a giftBuy bannersAffiliate program integrationCreate an applicationNewsfeed announcementsRecruiting

Page 36: Using Social Media For Dm Goals

Can’t I Just Send a Freaking Email Blast?!?!

They donʼt make it easyFriends (be careful!)Groups youʼve created (up to 1,000)Fan Pages (sort of)Addresses youʼve scraped/culled – NOT!

Page 37: Using Social Media For Dm Goals

Getting StartedSign upNotify friends (be careful!)Join a group or twoTry out a basic application like posted items

Page 38: Using Social Media For Dm Goals

How Can You Message FB Members?

EmailNews feedRequestsThe WallDiscussion forums within groupsNotesNotifications (from applications)

Page 39: Using Social Media For Dm Goals

What’s NextOpenSocialMySpace“The Social Web”Googleʼs Social Web APIBuddyPress from Automattic