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9 Immutable Laws
1. 9
Immutable
Laws
of
Social
Media
Marke7
ng
for
2013
(the
more
things
cha
nge,
the
more
they
sta
y
the
same)
Presented
by
James
Gilbert,
CEO
October
13th,
2013
2. Just
who
do
you
think
I
am?
•
•
•
•
•
30
+
year
history
in
DM
(old
school
>
new
school)
CEO,
Gilbert
Direct
Marke7ng,
Inc.
President,
Florida
DMA
Professor
Direct
Marke7ng
Author
Target
Marke7ng
Group
• Return
on
Intelligence
column
• Guide
to
Social
Media
-‐
Content
@gilbertdirect
3. “What can I e
xpect from Social
“What kind
ROI will I get?”
“I tried social
m
Media?”
edia and gaine
No Customers
d"
!”
4. Orienta7on
(What
these
laws
are
rea
lly
about!)
"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
7. Social
Media
Law
#
1
level
of
• The
deeper
the
engagement,
the
deeper
the
trust/bond
with
your
company!
• Nothing
happens
without
engagement!
• How
engaged
are
your
social
media
fans?
8. The
Law
of
Engagement!
social
media
• The
goals
of
every
marketer...
– Engage!
– Draw
them
out!
– Get
them
involved!
– Tug
at
their
heartstrings
– Tell
a
story!!!!
– Create
drama!!!!
9. The
Law
of
Engagement!
ngagement
The
8
stages
of
e
•
•
•
•
•
•
•
•
Brand
impression
Like
–
casual
listener
Like
-‐
engages
Super
like
–
engages
oKen
Minor
brand
advocate
–
recommends
brand
Super
brand
advocate
–
recommends
brand
and
sells
product!
Dislike
–
disgruntled
like
of
advocate
–
goes
away
Super
dislike
(engaged
dislike)
–
goes
away
and
talks
about
brand
in
a
nega8ve
way
• Goal
move
from
1
–
6
• Goal
move
back
from
7
and
8
to
6
10. Case
Study
–
The
Fresh
D
• About
The
Fresh
Diet
• Focus
on
Facebook
iet
11. Good
news!
• Facebook
now
allows
contest
to
be
done
right
on
the
7meline!
– 3rd
party
apps
no
longer
needed
– Engaging
fans
easier
without
“middle-‐man”
– S8ll
some
confusing
rules
so
review
before
implemen8ng!
12. Not
So
Good
New
s!
• FB,
social
glut
• Engagement
more
difficult
in
2013!
• But
mom
all
the
cool
kids…
• Ok
back
to
the
case
study
16. Building
our
brand
via
Facebook
• Our
Facebook
page
is
our
calling
card.
• Many
8mes
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.
18. How
we
got
there
–
Goals!
• Main
goal!
• Put
a
human
face
on
the
nameless
faceless
corporate
en8ty
• Dis8nguish
ourselves
from
big
corps
• We
are
real
people,
promo8ng
a
healthy
lifestyle
• People
respond
to
real
19. How
we
got
there
–
Goals!
•
•
•
•
•
•
•
•
Build
rela8onships
-‐
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
20. How
we
got
to
66K
–
the
basics
•
•
•
•
•
•
Call
center
Collateral
Material
Mailers
Email
signatures
Email
newslegers
Any
place
we
can
think
of
21. How
did
we
get
there?
Facebook
ads
•
•
•
•
•
•
Can
be
hit
or
miss,
but
test!
Effec8ve
in
driving
targeted
traffic
Targe8ng
beger
but
s8ll
needs
work
FB
rolling
out
beger
targe8ng
Boost
Posts
Retarge8ng!
Remarke8ng!
22. Step
2
building
engagement
• Back
in
the
day…
• It
started
with
a
single
contest.
– Carbometer
• Ran
contests
every
day
of
the
week
23. Contests
mean
to
us…
• A
way
to
seed
the
market
with
food
• A
way
to
have
people
come
back
and
give
posi8ve
feedback
• The
Give
to
get!
• An
engagement
tool
• Fun
–
draws
people
out
32. Social
Media
Law
#
2
=
Revenue.
• Brand
+
Channels
– The
more
channels
a
consumer
interacts
with
your
brand
in,
the
more
likely
they
are
to
buy.
– Offering
mul8ple
engagement
channels
allows
for
consumer
self
selec8on
of
preferred
channels.
–
Being
in
the
right
social
media
channels
based
on
your
market
increases
channel
interac8on.
35. Building
Traffic
–
Fans
and
Likes
Ad.ly
network
allows
you
to
buy
paid
tweets
from
celebri8es
Gained
400
fans
in
one
day
36. Building
Traffic
–
Fans
and
Likes
Tie
ins
with
other
sites
drove
major
traffic
and
likes
We
did
this
one
in
conjunc8on
with
a
freebie
every
day.
37. Building
Traffic
–
Fans
and
Likes
Tie
ins
with
other
sites
drove
major
traffic
and
likes
We
did
this
one
in
conjunc8on
with
a
freebie
every
day.
38. Building
Traffic
–
Fans
and
Likes
Paid
tweets
from
Heidi
Montag
promo8ng
a
contest
drove
fans
and
contest
entries
39. Building
Traffic
–
Fans
and
Likes
Using
the
@
sign
drives
traffic
This
post
ran
on
TFD
and
Holly
Madison’s
FB
page
at
the
same
8me
40. Social
Media
Law
#
3
• Brand
+
7me
+
channels
=
advocates.
– Consumers
spending
8me
in
mul8
channels
breeds
customers
more
likely
to
become
brand
advocates
and
influencers.
– This
is
the
new
mul8channel
marke8ng
model
for
the
21st
century.
– Social
media
creates
brand
advocates
and
turns
peers
into
your
best
salespeople.
41. Engagement,
our
customer
take
over
In
a
social
media
driven
world
–
people
buy
from
their
peers!
42. 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.
44. Social
Media
Law
#
4
earch
factor.
• The
exponen7al
s
– Social
media
increases
your
search
engine
rankings,
and
when
combined
with
your
website
drives
addi8onal
traffic
via
organic
search.
45. Social
Media
Law
#
5
ustomer
service
• The
new-‐fangled
c
factor.
– Consumers
choose
their
contact
preferences.
– Brands
not
having
mul8ple
channels
for
customer
service
risk
losing
customers.
– Consumers
expect
instant
gra8fica8on
and
social
media
delivers.
46. 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
ques8ons
get
asked,
we
answer
ASAP
– Speed
and
agility
in
a
social
media
world
– If
we
don’t
answer
fast
enough,
we
get
grief
47. Facebook
as
a
Customer
Service
tool
When
issues
come
up
we
must
address
them
with
speed,
agility
and
accuracy,
otherwise
we
will
get
skewered
48. 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
bea8ng
due
to
the
snow
in
the
NE
49. Social
Media
Law
#
6
factor.
• The
behind
the
scenes
– People
don’t
buy
from
brands
-‐
they
buy
from
people.
– Social
media
puts
a
human
face
on
the
faceless
corporate
en8ty.
– The
biggest
opportunity
around
social
media
is
to
allow
people
to
connect
with
your
employees
as
peers.
50. ys
of
“big
The
da
e
over!
s
corp.”
ar
anonymou
51. Bio’s
of
our
employees
bring
customers
closer
to
the
company
55. Social
Media
Law
#
7
lack.
• Trust
is
the
new
b
– The
aforemen8oned
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
rela8onship.
– Social
media
builds
rela8onships
over
8me.
56. 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
ques8ons,
involve
customers
(bag,
slogans)
57. Building
Trust
–
Random
Freebies
• Every
day
we
give
food
away
randomly
on
FB.
• Other
8mes
we
just
give
it
away
for
no
reason
• Is
it
expensive?
Sure,
but
the
rewards
are
enormous
– People
are
always
promo8ng
us
to
our
friends
– Another
way
we
seed
the
market
and
drive
posi8ve
reviews
60. Social
Media
Law
#
8
factor.
• The
online
reputa7on
– 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
nega8ves
and
turn
them
into
posi8ves
via
reputa8on
management
and
communica8ons.
63. Social
Media
Law
#
9
• The
7me
spent
factor.
– Customers
are
not
always
ready
to
buy.
– Social
media’s
eight
other
immutable
laws
prepares
customers
over
8me.
64. Social
Media
Law
#
9
me
+
trust
=
• Engagement
+
7
revenue.
– When
we
run
sales
on
FB
sales
come!
– Use
promo
codes
to
track
– Customers
do
the
selling
for
us.
• Must
try
this!
65. Get
a
copy…
• Drop
me
a
business
card
and
I
will
send
you
a
copy
of
this
preso!
– Feel
free
to
pass
it
along
too!
66. Thank
You!
How
to
reach
me…
jimdirect@aol.com
@gilbertdirect
561-‐302-‐1719
www.linkedin.com/in/jimwgilbert