social media for business
DESCRIPTION
Take away best practices for leveraging social media for business, learn from real case studies and find out how to incorporate social media into direct response programs.TRANSCRIPT
The Convergence of Direct Responseand Social Media
December 14, 2010
The Convergence of Direct Response andSocial Media
Sallie Burnett, President, Customer Insight Group Inc, Moderator
Robin Seidner, VP of Marketing, Kutenda
Angela Brohman, Director Agency Channel, Silverpop
Troy Lerner, General Manager, Booyah Online Advertising
December 14, 2010
SOCIAL MEDIA BESTPRACTICES
The Convergence of DirectResponse and Social Media
December 14, 2010
Social Media Best Practices
#1: Don’t just “Do it.” Think strategy.
Would you ever just send out a direct responseemail or direct mail piece without a strategy?
December 14, 2010
Social Media Best Practices
#2: Get away from the campaign mentality Campaigns are an advertising concept
Social media has no “end,” just peaks and valleys
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Social Media Best Practices
#3: Start by listening – use metrics ID where the conversation happens
Discover what people are saying: category, you,competitors
Volume: what causes volume changes (spikes, lulls)
What’s the quality of comments of you vs. competitors
Negative isn’t necessarily bad
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Social Media Best Practices
#4: Don’t think you can control it. Be okay with that.
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Social Media Best Practices
#5: Integrate social media across your business
Be strategic
Understand how different pieces of your organization can takepart
PR: monitoring, listening
Marketing and media buying: viral growth
Customer support: direct customer engagement
Product development: learn from the people who really careabout your products
Work together to plan your approach
December 14, 2010
Social Media Best Practices
Today’s best practices will be different in 6-12months
More users mean new problems
The “big win” isn’t quite so easy
The next “game-changer” isn’t known
December 14, 2010
The Convergence of DirectResponse and Social Media
EMAIL GOES SOCIAL
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Social email is the new viral
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Make your messages Shareworthy
• Be a trusted source.
• Know what motivates your customers.
• Keep the message simple.
• Make sharing options visible and easy.
• State the value.
• Produce timely and relevant content.
December 14, 2010
Results
Over 800 recipients shared the email offerresulting in an estimated 80,000 additionalimpressions (8% list growth)
45% shared on Facebook
44% shared on digg
11% shared on MySpace
17% of recipients who posted had at least oneopen of the post
Some posts had up to 10 opens
33% people who ‘opened’ a post then clickedthrough to offer
3x CTR of their standard emails
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What B2C emails are Shareworthy?
Great offers New season / productannouncements Sale Notifications
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What B2B emails are Shareworthy?
RelevantArticles News / Press Releases Event /Webinar
Notifications
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Getting started with social email
Focus on ‘Shareworthiness’
Make it easy to share
Monitor social ‘buzz’ (and engage)
Identify and reward your influencers
Test everything and don’t be afraid to fail
December 14, 2010
The Convergence of DirectResponse and Social Media
Putting the Media in Social Media
December 14, 2010
Facebook image ads
Text Ads(Facebook uses MSN, MySpaceuses Google)
Banner Ads
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•In bundles of 1000 impressions. (CPM)•By the click (CPC)
You can target by age, gender, location and interests.•On a modest budget, FB image ads make for an interesting test.
•“free” to build. Cheap to buy.•Helps if you can track with Atlas
The way you should buy it:
• ….very carefully.•With budgets of $20k+, you can try banners.
•Retargeting is a consistently successful strategy.•Buy enough volume to negotiate the CPM below a buck ($200K+)
The way they sell it
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Write new ads for Social Networks.….your ad is an interruption, not a responseto a search query.
Catch them with an image
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Real Data for a Colorado advertiserspending $1M+ on Social Media
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Conclusion
Paid advertising in Social Networks deserves alook.
…if for no other reason than it is cheap, trackable,and allows for a lot of tinkering.
December 14, 2010
SallieBurne+CustomerInsightGroup,Inc.
303.422.9758
Twi+er:@sallieburne+
RobinSeidner
303.819.5567Twi+er:@kutenda,@copydiva
AngelaBrohmanSilverpop
720.941.8432
Twi+er:@AngelaBrohman,@Silverpop
TroyLernerBooyahOnlineAdverQsing
Twi+er:@troylerner
The Convergence of Direct Responseand Social Media
PleasebesuretofilloutyourevaluaQonformandturnitintotheroommonitororastaffmember.Thankyou.
December 14, 2010