2. • 30 year history in DM (old school > new school)
• CEO, GDM
• President Florida Direct Marketing Association
• Adjunct Professor Direct Marketing
• Author Target Marketing Group
• Return on Intelligence Blog
• Guide to Social Media - Content
3.
4. "There is only one valid definition of business
purpose – to create a customer.
Companies are not in business to make
things… but to make customers.”
-- Peter F. Drucker
5.
6.
7. • The deeper the level of
engagement, the deeper the
trust/bond with your company!
• Nothing happens without engagement!
• How engaged are your social media fans?
8. • The goals of every social media
marketer...
– Engage!
– Draw them out!
– Get them involved!
– Tug at their heartstrings
– Tell a story!!!!
– Create drama!!!!
9. The 8 stages of engagement:
• 1. Brand impression
• 2. Like – casual listener
• 3. Like - engages
• 4. Super like – engages often
• 5. Minor brand advocate – recommends brand
• 6. Super brand advocate – recommends brand and sells product!
• 7. Dislike – disgruntled like of advocate – goes away
• 8. Super dislike (engaged dislike) – goes away and talks about brand in a
negative way
Goal move from 1 – 6
Goal move back from 7 and 8 to 6
12. Level of effectiveness = 100
•December 2010:
24,195 likes
That’s a lot more than
nutrisysem!
13. Level of effectiveness = 1,000
•October 2011:
66,000 likes
That’s a lot more than
nutrisysem!
14. Building our brand via Facebook
• Our facebook page is our calling card.
• Many times we prefer to send to FB over web
• More powerful than our website
– People see engagement and want to join in
– People see happy customers and order!
• Beyond our “likes” thousands of people check
us out on FB daily.
15.
16. How we got there – Goals!
• Main goal!
• Put a human face on the nameless faceless
corporate entity
• Distinguish ourselves from big corps
• We are real people, promoting a healthy
lifestyle
• People respond to real
17. How we got there – Goals!
• Build relationships - Build engagement
• Speak in a real voice
• Develop trust
• Give to get world
• Time spent on site = engagement
• Engagement = Sales
• Sales + Engagement = Advocacy
• I tease people, draw them out, call them out, etc
18. How we got to 66K – the basics
• Call center
• Collateral Material
• Mailers
• Email signatures
• Email newsletters
• Any place we can think of
19. How did we get there?
Facebook ads
• Can be hit or miss
• Effective in driving targeted traffic
• Target by:
• Geography
• Interests (dieting, kosher)
• Work (where)
• Education type
• Connected to people, businesses
20. Step 2 building engagement
• It started with a single contest.
– Carbometer
• We now run contests every day of the week
21. Contests mean to us
• A way to seed the market with food
• A way to have people come back and give
positive feedback
• An engagement tool
• Fun – draws people out
30. • Brand + Channels = Revenue.
– The more channels a consumer interacts with your
brand in, the more likely they are to buy.
– Offering multiple engagement channels allows for
consumer self selection of preferred channels.
– Being in the right social media channels based on
your market increases channel interaction.
33. Building Traffic – Fans and Likes
Ad.ly network
allows you to buy
paid tweets from
celebrities
Gained 400 fans
in one day
34. Building Traffic – Fans and Likes
Tie ins with other
sites drove major
traffic and likes
We did this one in
conjunction with
a freebie every
day.
35. Building Traffic – Fans and Likes
Tie ins with other
sites drove major
traffic and likes
We did this one in
conjunction with
a freebie every
day.
36. Building Traffic – Fans and Likes
Paid tweets from
Heidi Montag
promoting a
contest drove
fans and contest
entries
37. Building Traffic – Fans and Likes
Using the @ sign
drives traffic
This post ran on
TFD and Holly
Madison’s FB
page at the same
time
38. • Brand + time + channels = advocates.
– Consumers spending time in multi channels
breeds customers more likely to become brand
advocates and influencers.
– This is the new multichannel marketing model for
the 21st century.
– Social media creates brand advocates and turns
peers into your best salespeople.
39. Engagement our customers take over
• In Orlando
• Customers ran contests, promoted specials
answered CS Q’s
• Our customers would walk through fire due to
the trust we have built.
• We ask people from FB to do interviews, show
up at events, etc… even be on TV.
41. • The exponential search factor.
– Social media increases your search engine
rankings, and when combined with your website
drives additional traffic via organic search.
42. • The new-fangled customer service
factor.
– Consumers choose their contact preferences.
– Brands not having multiple channels for customer
service risk losing customers.
– Consumers expect instant gratification and social
media delivers.
43. Facebook as a customer service tool
• Our Sales and CS people inhabit our page
• Customer service is no longer limited to the
call center!!!
• When questions get asked, we answer ASAP
– Speed and agility in a social media world
– If we don’t answer fast enough, we get grief
44. Facebook as a Customer Service tool
When issues come up
we must address them
with speed, agility and
accuracy, otherwise we
will get skewered
45. Facebook as a Customer Service tool
When issues come up
we must address them
with speed, agility and
accuracy, otherwise we
will get skewered
We took a beating due
to the snow in the NE
46. • The behind the scenes factor.
– People don’t buy from brands - they buy from
people.
– Social media puts a human face on the faceless
corporate entity.
– The biggest opportunity around social media is to
allow people to connect with your employees as
peers.
52. • Trust is the new black.
– The aforementioned laws allow consumers to
build or rebuild trust if done correctly.
– Social media harkens back to the days of the
corner store where consumers and brands had a
cordial relationship.
– Social media builds relationships over time.
53. Trust? Our involvement devices
• Delivery fairies
• Fearless FB leader
• Overgiving
• We let our customers run and judge contests
• Brand everybody
• Make fun of ourselves
• Have all get involved in company
• Ask questions, involve customers (bag, slogans)
54. Building Trust – Random Freebies
• Every day we give food away randomly on FB.
• Other times we just give it away for no reason
• Is it expensive? Sure, but the rewards are
enormous
– People are always promoting us to our friends
– Another way we seed the market and drive
positive reviews
57. • The online reputation factor.
– Whether you like it or not consumers are talking
about your brand.
– Social media is the great neutralizer.
– It allows your company to seek out negatives and
turn them into positives via reputation
management and communications.
58.
59.
60. • The time spent factor.
– Customers are not always ready to buy.
– Social media’s eight other immutable laws
prepares customers over time.
61. • Engagement + time + trust =
revenue.
– When we run sales on FB sales come!
– Use promo codes to track
– Customers do the selling for us.
• Must try this!
62. Video references
• Under cover boss spoof:
– http://www.youtube.com/watch?v=Lm0LyuLB890
• The Fresh Diet LA Kitchen
– http://www.youtube.com/watch?v=DgD1BJp72oc
• The Fresh Diet Project - Contest winner
– http://www.youtube.com/watch?v=NJ2CxvOVM_s
63. Thank You!
How to reach me…
jimdirect@aol.com @gilbertdirect
561-302-1719
Don’t forget linked in!
Notes de l'éditeur
Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
----- Meeting Notes (10/5/11 07:16) -----Throw what you know out the window!
Why I do what I do… my motto!How does this TRANSLATE to a social world?
Engagement!----- Meeting Notes (10/4/11 23:31) -----How does this translate to a social world?
Engagement! Connect… be real! Dialog! Two way street.
Engage with./.. Engaging customers/prospects in social media channels increases brand/time.The more time a consumer spends with your brand and your products, the more likely they are to buy.
Engage with./..
Engage with./..
We focused heavily on facebook. That was the central hub for our communty.
Actually 23K indecember.
Actually 23K indecember.
We do everything in our power to drive traffic to FBEven over our website in many instances
Humor, tease customers, deal ASAP with issues, Don’t just push out info, engage and build relationships
Out CTO developed a way to tell people if they chose too many carbsI wanted to brand it and did ws contest on FBContests are how we
Drive to utube, blog contests, twitter, etc…As a reformed cataloger, this is a familiar concept of DM and LTVWe cross promote fb, youtube, twitter, blog, website, etc!
We use twitter to drive to FB and Blog
Real voice, address concerns, etc.
Branding tfd employees video
We do this cross channel too, website, newsletter, etc! The more transparant we are, the more we open ourselves up to consumers as real, the more they respond.
January fiascoHowards market
United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
United breaks guitarsYou will bet skewered.Brands better button up CS, product, brand image must match up!January snow, changes to food.
