Social Media meets Direct Marketing

Applying direct
marketing strategy to
social media

ADMA SA
Direct Marketers Toolbox

March 2010

content in the context of the audience
COMMERCIAL IN CONFIDENCE // © IDEAGARDEN 2010
www.ideagarden.com.au

The connection between
Social Media and Direct Marketing

Everyone has a different definition of social media


A quick definition of direct marketing

Connecting marketers and customers


Then for digitally enabled direct marketing

Connecting marketers and customers
.… in real time….


Social Media is the democratization of
content and the understanding of the role
people play in the process …
Brian Solis http://www.webpronews.com/blogtalk/2007/06/29/the-definition-of-social-media


Social media is a great vehicle, but it’s not a strategy


So the direct marketing strategy fundamentals
are the same in the social media channel…


Find your market


We are there!


Consistency of engagement, message, contribution


Conversation, not campaign, focus


Earn attention

What do you want people to actually do?


Have you defined guiding principles and
rules of engagement?


Source: Coca Cola – published online


In December 2009, 13 percent of traffic to
major Web portals like Yahoo, MSN and
AOL came from Facebook
Source: Compete Inc. Jessica Ong director of online media and search,


Is crowd sourcing one of your strategies?


“World” of mouth


…a big audience….


But you need a targetted focus….


Segmentation:

What brings people together, not what
sets them apart.


Brands don’t need to be everywhere, only
where customers and influencers communicate
and seek information today and tomorrow.
Brian Solis http://www.briansolis.com/2010/01/social-marketing-in-twenty-ten/


Social media activities cannot exist in a bubble….

they co-exist with business and marketing strategies


Forrester’s role of the new marketer


Focus on outbound messaging in addition to consult
with sales, customer service, and human resources
on how the brand must be communicated in every
consumer interaction, every tweet, and every
touchpoint.

Forrester’s Top Social Computing Predictions for 2010, written by Emily Riley, Nate Elliott, Josh Bernoff, Sean Corcoran, Augie Ray, and Emily Bowen,


Fashion programs that are seamless with the actual
product and service experience beyond the
imagination of creative messages.



Respond to and be part of the ever-changing dialog
with consumers, not plan bursts of communication
on a yearlong calendar.



Look beyond the quantity of friends, page visits,
eyeballs, readers, and viewers to measure changes in
consumer attitude and intent.



How do we present a case to the pessimists?


When their exposure may be to the irreverent?


Professionals Worldwide Who Measure the ROI of Their
Social Media Programs, August 2009

Note: Includes blogs, chat, discussion boards, microblogs, podcasts, ratings, social networks, video-sharing, wiki’s etc
Source: Mzinga and Babson Executive education, “Social Software in Business” September 8, 2009, eMarketer


Some examples of ROI


Having been Christmas no.1 for 4 years in a row,
2009 seemed like a forgone conclusion


Jon and Tracy Morter had other ideas….


In the X Factor corner
•  A safe, radio friendly single

•  Primetime TV with 13.9m viewers
(45% share)

•  Daily media coverage

•  Simon Cowell

•  Discount pricing

•  Front page promotion on iTunes,
Amazon, Play.com and Tesco.com


In the Rage Against The Machine corner

•  An offensive song that caused
complaints last time it was played on
Radio1

•  £0 marketing budget

•  No record company support

•  Unofficial Facebook group

•  Disgruntled music fans – with a voice


Ultimately, engagement beat reach

13.9 million TV 450,000
3% conversion
viewers (ave) copies sold

1 million
500,000
Facebook group 50% conversion
copies sold
members


The result:
Rage Against The Machine OUTSOLD
X Factor by 50,000 records


Why did it work?


•  Context
•  Provocative
•  Co-ownership
•  Simple goal
•  Leveraged high profile supporters
•  Viral nature of networks
•  Conversion was easy


Sure – but that’s something that people are
interested in. What about something like….


50,000+ product ideas -
customer engagement?


In total, Dell’s global reach on Twitter has
resulted in more than $6.5 million in
revenue.

Source: http://www.briansolis.com/2010/02/roi-how-to-measure-return-on-investment-in-social-media


Ultimately, social media marketing needs to become
part of your organisations marketing DNA


And not left to one person – at the bottom of
the organisation….


Thanks

email: phil@ideagarden.com.au
Twitter: twitter.com/phillipsmith
LinkedIn: www.linkedin.com/philsprofile

content in the context of the audience
www.ideagarden.com.au

Social Media meets Direct Marketing

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