using direct response strategies to dominate in social media
DESCRIPTION
Direct Marketers have long been the smartest marketers. They test everything and measure their way to success. In this presentation, you will discover how time tested and proven direct marketing strategies can be applied to the new media and dominate this evolving landscape. This presentation will focus on the following topics:• How to apply direct response testing and tracking in new media• Groupon. Foursquare. Twitter. YouTube. What sites and technologies are important?• Understanding how direct marketing professionals can fast track their personal expertise• Best Practices for using DM List Building techniques to deliver bottom line profitability• What is Info Product Marketing and how can I monetize my personal knowledge?TRANSCRIPT
Using Classic Direct Response Strategies to Dominate the Social Media Landscape
Jay Berkowitz TenGoldenRules.com
Recent MediaWall Street Journal
Recent MediaFOX Business TV
Internet Marketing Book
Marketing Community Website
Using Classic Direct Response Strategies to Dominate the Social Media Landscape
Flickr Photo Credi: Talking Tree
#1. Direct Response = List Building
#1 Social Media Lists = Make Lots of Friends!
Help People! LinkedIn Answers
Follow people in your area
Follow people with Common Interests
Recognize and Interact!
#1 Make Lots of Friends!
• ‘friends’ = a network of opportunity• Follow those with common interests• Help People• Recognize and Interact – Blogs,
Social
#2 Direct Response = Testing
Flickr Photo Credit Pink Sherbert Photography
#2 New! Facebook Ads = a test lab
Used ‘likes’ and profile to narrow target from 600 million to 5,780
Images are key in Ad Testing
Use Google Analytics to track conversion
Sample URL: http://www.internetmarketingclub.org/?utm_source=Facebook&utm_medium=PPC&utm_campaign=Competitor
#2 Facebook Ad Testing
• Target: GEO, demo, likes, competitor• Use Analytics to measure conversion • Testing: Images 70%
#3 Great copy works!
Herschell Gordon Lewis HOF
Strategy #3 - Great ContentExample - Seth Godin’s Blog
Great Content Builds Subscriptions
Great Content Builds Links!
Strategy #3 - Great ContentMashable
Strategy #3 - Great ContentInfluential Marketing Blog
Strategy #3 - Great Content 10 Golden Rules Podcast
Matt Cutts, Google
Craig Newmark, CraigsList
Steve Krug, AuthorDon’t Make Me Think
Tim Westergren, Pandora
Andy SernovitzWord of Mouth Marketing
Great Content
Strategy #3 - Great Content Geekcast.FM “Affiliate Thing”
Strategy #3 - Great ContentHubSpot Video Podcast on iTunes
Strategy #3 Great Content
• Builds Links• Builds Subscriptions• Podcasts: Affiliate Thing, HubSpot,
Ten Golden Rules Podcast • Blogs: Seth Godin, ShoeMoney
Direct Response = Classic Newsletters
Social Media = Blogs for $$$
Mario Armando Lavandeira Jr. was an out of work actor today his blog PerezHilton.com generates 7 figures
• Blogs: 77.7 million unique visitors in the US• 77% of active Internet users read blogs • Blogs with 100,000 + unique visitors a
month earn an average of $75,000
Monetize through Google AdSense
Monetize through Affiliate Banners
Pay Per Post (up to $2500 for blog promotion)
Sell Software and Products
GoToMeeting.com Sponsorship
Strategy #4 Content MonetizationAdWords / Affiliate / Banner
• AdSense • Affiliate Banners and Links• Direct Ad Sales• Sell Products• Pay Per Post/Tweet• Sponsorships
Direct Response = DRTV
Michael Stelzner’s Social Media Report
#6 Video!
Best Practices – Entertain, Great Music, Celebrities, Spoofs
Best Practices: Product Demo and How-to Videos
Strategy #6 Video
• Huge opportunity gap!• Entertain, engage, consistent• Product Demo, How-tos
Flickr BP America
Call 1-800-ACT-NOW!
7. Social Media Customer Service
7. Social Media Customer Service
Develop a Plan for Monitoring What is Being Said about the Company, Brand, Executives
Search.Twitter.com
Technorati Blog Search
Radian 6 track social mentions
Strategy #7 Customer Service as the New Marketing
• Google/Yahoo Alerts, Search.Twitter.com • Blog Search, Radian 6, Thoora• “Be Genuine. Be Transparent. Experiment” @RichardatDell
Direct Response = Catalogs
Photo Credit Flickr Kate Raynes-Goldie
Cameron and Tyler Winklevoss – October The Social Network
Photo Credit Flickr Kate Raynes-Goldie
Facebook ‘Profile’
Facebook Fan Page = Business ProfileEncourage ‘Likes’, new left side navigation
Get your ‘domain name’Facebook.com/tengoldenrules
Testing Welcome PagesWhich page produces the most likes?
Information Capturing
Obtain information and actions from UVP:• Access Basic
Information• Ability to email
fans• Post to their
wall• Access custom
friend lists• Access profile
information
8. FB ‘Fan’ Pages
• Why Pages Matter• Biz Profile• ‘domain’• SEO Index• LH Nav• Engage through events, news
feeds, apps
Flickr Photo Credit Vladdythephotogeek
DMA ‘Community’
Strategy #9 Create a Community
.Org
Community votes on t-shirt designs they create
Search Marketing Community WebmasterWorld.com
Leave your ‘cubicle’ jobInternet Business Mastery
Strategy #9 Create a Community
• Free or Paid• Find a Niche• NING, MemberGate, WordPress
Direct Marketing = Information Marketing
New! Information Marketing
#10 What’s Hot!Deal-of-the-Day sites
Location Based Networking
Augmented RealityAccrossAir
Using Classic Direct Response Strategies to Dominate the Social Media Landscape
1. Make Lots of Friends2. Test FB ADs3. Great Content4. Blog Monetization5. Video!6. Customer Service as New
Marketing7. FB Fan Pages!8. Promote Your Product 9. Create a Community10.Info Product Marketing/What’s Hot!
What is TenGoldenRules?
What is TenGoldenRules.com? Social Media
What is TenGoldenRules.com? Social Media
What is TenGoldenRules.com? Blogs
What is TenGoldenRules.com?Video
What is TenGoldenRules.com? Search Engine Marketing
What is TenGoldenRules.com?Landing Pages & Conversion
What is TenGoldenRules.com?Viral Marketing
What is TenGoldenRules.com? Affiliate Program Management
What is TenGoldenRules.com? eNewsletters
What is TenGoldenRules.com? New Program Launch Strategy
1.Try 1 thing today!2.Please ‘pay-it-forward’• Join the Conversation! • Be my friend! Linked In, Twitter @jayberkowitz• Speaking Opportunities• Consulting, Search, Conversion, Affiliate• http://presentations.tengoldenrules.com
3.f/u4.Q&A
Jay Berkowitz www.TenGoldenRules.com 561-620-9121
Using Classic Direct Response Strategies to Dominate the Social Media Landscape