The Intersection of Social Media and Direct

The Intersection of Social Media and Direct DMA: 2011 Conference & Exhibition

AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

INTRODUCTION ,[object Object],[object Object],[object Object],[object Object],[object Object]

Key Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

HOW SOCIAL MEDIA IS CHANGING THE LANDSCAPE ,[object Object],[object Object],[object Object],[object Object],[object Object]

IS SOCIAL MEDIA DIRECT MARKETING OR MASS BRANDING?

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

SOCIAL MEDIA AS NEW DIRECT MARKETING ,[object Object],[object Object],[object Object],[object Object]

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 But that is out of date.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

LEVERAGING SOCIAL MEDIA PLATFORMS

CONSUMERS VS. MARKETERS ON TWITTER ,[object Object],[object Object],[object Object],[object Object],[object Object]

CASE STUDIES | ON SITE ,[object Object],New Facebook Send Button Facebook Connect Facebook Like on Product Listing Pages

CASE STUDIES | ON SITE & FACEBOOK ,[object Object],[object Object],Facebook Recommendations from a Brand Facebook Recommendations from a Friend Post Purchase Share

CASE STUDIES – ON SITE ,[object Object],TripAdvisor Facebook Personalization ShoeDazzle Shop with a Friend Small Site Personalization Plugins Amazon Facebook Wishlist Personalization

LEVI’S Example ,[object Object]

CASE STUDIES | ON FACEBOOK ,[object Object],Most Liked Tab on Facebook page Sponsored Ad that shows friend connections Sponsored Story

CASE STUDIES – ON FACEBOOK ,[object Object],[object Object],Retail Therapy’s Facebook app on Page Brand Tagging by a User

FACEBOOK COMMERCE – CURRENT EXAMPLES Barneys.com Bluefly.com

BRANDS EMBRACING NEW SOCIAL MARKETING

SOCIAL MEDIA: THE NEW CRM PROGAM ,[object Object],[object Object],[object Object]

SOCIAL MEDIA: THE NEW CUSTOMER SERVICE PLATFORM

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

PRIORITIZING NEXT STEPS BASED ON YOUR OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object]

SOCIAL MEDIA USING DIRECT MARKETING PRINCIPLES ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Intersection of Social Media and Direct

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The Intersection of Social Media and Direct