2. • 30 + year history in DM (old school > new school)
• CEO, Gilbert Direct Marketing, Inc.
• President, Florida DMA
• Professor Direct Marketing
• Author Target Marketing Group
• Return on Intelligence column
• Guide to Social Media - Content
@gilbertdirect@gilbertdirect
3. • Above all - a direct marketer
• Old school principles applied to new
channels!
• MARKETING DISRUPTOR
• HERETIC!
@gilbertdirect@gilbertdirect
4. ““What can IWhat can I expectexpect from Social Media?”
from Social Media?”
“What kind“What kind ROIROI will I get?”will I get?”“I tried social media and gained
“I tried social media and gained
No Customers
No Customers!”!”
Then…
5. ““My posts are not getting any response”
My posts are not getting any response”
“What kind“What kind ROIROI will I get?”will I get?”“I tried social media and gained
“I tried social media and gained
No Customers
No Customers!”!”
Now…
6. "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
OrientationOrientation(What these laws are(What these laws are reallyreally about!)about!)
9. EngagementEngagement
Fulfills the DMFulfills the DM
Promise of true 2 way
Promise of true 2 way
communicationscommunications
Connect… be real!Connect… be real!
Dialog! Two way street!Dialog! Two way street!
10. Social Media Law # 1
• The deeper the level ofThe deeper the level of
engagement, the deeper theengagement, the deeper the
trust/bond with your company!trust/bond with your company!
• Nothing happens without engagement!
• How engaged are your social media fans?
11. Social Media Law # 1
• But first, what are your goals:But first, what are your goals:
– Build Authority, Credibility?Build Authority, Credibility?
– Generate leads?Generate leads?
– Drive ROI, Sales?Drive ROI, Sales?
– Increase Engagement? (KEY to itIncrease Engagement? (KEY to it
all)all)
12. Social Media Law # 1
• Who is using what?Who is using what?
– Twitter?Twitter?
– Linkedin?Linkedin?
– Facebook?Facebook?
– Instagram?Instagram?
– Pinterest?Pinterest?
– Blog?Blog?
– Youtube?Youtube?
– G+?G+?
– Other?Other?
13. •Harsh reality: socialHarsh reality: social
has changed!has changed!
– (but we still need it right?)(but we still need it right?)
Social Media Law # 1Social Media Law # 1
14. – Engagement more difficult
– Have to work harder to “get ‘er done”
– Everybody is doing it!
– More message clutter
– Facebook Algorithm make posts more relevant!
• Kills engagement dead in reality with
Edgerank.
• Forces paid advertising to reach hard won
fans!
Social Media Law # 1Social Media Law # 1
15.
16. The Law of Engagement!
• The goals of every social media marketerThe goals of every social media marketer
STILL ARE….STILL ARE….
– Engage!
– Draw them out!
– Get them involved!
– Become a thought leader!
– Generate Authority!
– Tug at their heartstrings
– Tell a story!!!!
– Create drama!!!!
– But now we have to be even smarter, better and
more engaging
17. The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•Brand impression
•Like – casual listener
•Like - engages
•Super like – engages often
•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
negative way
•Goal move from 1 – 6
•Goal move back from 7 and 8 to 6
18. The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•How do you find and createHow do you find and create
brand advocates?brand advocates?
•Listen, spend time on sites.
•See who retweets, shares, likes etc.
•Make contact!
•Yes make contact and build relationship!
19. The Law of Engagement!
The 8 stages of engagementThe 8 stages of engagement
•Brand advocates are everywhere.Brand advocates are everywhere.
•Carol!
•Donna!
•Josh!
•Trevor!
•Tina
•Angel’s Aunt!
•Its about the real-ationship to your social people andIts about the real-ationship to your social people and
brands.brands.
•Became my friends! Literally!Became my friends! Literally!
20. The Law of Engagement!The Law of Engagement!
Real-ationshipsReal-ationships
21. The Law of Engagement!
THEN:
The nameless faceless corporate
entity
NOW:
The nameless faceless corporateThe nameless faceless corporate
social media postersocial media poster
22. • Its time to throw out what you have
learned about social media and:
–Lose the tools:
• Forget Hootsuite, scheduled postsscheduled posts, and other
tools to make life easier. Get back down in the
trenches, engage, delight and…
•BUILD RELATIONSHIPS!BUILD RELATIONSHIPS!
• Today in social relationships are dying!
The Law of Engagement!
23. Case Study – The Fresh Diet
Case Study – The Fresh Diet
• About The
Fresh Diet
• Focus on
relationship
building
• Facebook
driver
24. FB Good news!FB Good news!
• Facebook now allows contest toFacebook now allows contest to
be done right on the timeline!be done right on the timeline!
–3rd
party apps no longer needed
–Engaging fans easier without “middle-man”
–Still some confusing rules so review before
implementing!
25. FB Bad news!FB Bad news!
• Facebook “Facebook “EdgerankEdgerank”” algorithmalgorithm
changing against businesschanging against business’’ss
– Spammy postsSpammy posts
– Repeat postsRepeat posts
– Emphasis towards friend posts vs BizEmphasis towards friend posts vs Biz
– FB now a pay for play biz model!!!FB now a pay for play biz model!!!
• Pay to build fansPay to build fans
• Then Pay to reach themThen Pay to reach them
27. Building our brand via FacebookBuilding 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.
28. Don’t be an info
Don’t be an info
pusher!pusher!
29. How we got there – Goals!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 realPeople respond to real
30. How we got there – Goals!How we got there – Goals!
• Build relationships - Build engagement
• Speak in a real voice
• Develop trust
• Give to get world (FREEBIES)Give to get world (FREEBIES)
• Time spent on site = engagement
• Engagement = Sales
• Sales + Engagement = Advocacy
• I tease people, draw them out, call them out, etc
31. How we got to 66K – the basicsHow we got to 66K – the basics
• Call center
• Collateral Material
• Mailers
• Email signatures
• Email newsletters
• Any place we can think of
32. How did we get there?How did we get there?
Facebook ads
•Can be hit or miss, but test!
•Effective in driving targeted traffic
•Targeting better but still needs work
•Boost Posts
•FB now forcing business’s to pay!
•Some controversy about REAL Likes
•Side note: Retargeting! Remarketing!
33. Step 2 building engagementStep 2 building engagement
• Back in the day…
• It started with a single contest.
– Carbometer
• Ran contests every day of the week
34. Contests mean to us…Contests mean to us…
• A way to seed the market with food
• A way to have people come back and give
positive feedback
• The Give to get!
• An engagement tool
• Fun – draws people out
41. Social Media Law # 2
• Brand + Channels = Revenue.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.
44. Building Traffic – Fans and Likes
Ad.ly network
allows you to buy
paid tweets from
celebrities
Gained 400 fans
in one day
45. 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.
46. 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.
47. Building Traffic – Fans and Likes
Paid tweets from
Heidi Montag
promoting a
contest drove
fans and contest
entries
48. 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
49. Social Media Law # 3
• Brand + time + channels = advocates.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.
50. Social Media Law # 3
•Brand + time +Brand + time +
channels = advocates.channels = advocates.
–How is it done?
–Content is king!!!
55. Need content?
• Or just share otherOr just share other
people’s content and addpeople’s content and add
your opinion!your opinion!
•Make the issue your own!
•Be a curator of content!
56. Become a thought leader!
• Linkedin publishingLinkedin publishing
platformplatform
• Groups (social, DM Q&A)Groups (social, DM Q&A)
• Tweet (yours, others)Tweet (yours, others)
57. My take on content
• B2B social, Blog, Linkedin Key!B2B social, Blog, Linkedin Key!
• Become a thought leaderBecome a thought leader
• Always be promotingAlways be promoting
• Amplify and share.Amplify and share.
• Create share worthy contentCreate share worthy content
58. Social Media Law # 3
•Content ideasContent ideas
for you…for you…
59. Tips for success…
• Use #hashtags
• Tag others in posts (business’s, people)
• Pictures and graphics a must
• Video! (that’s a whole other presentation)
• Create events (FB, G+)
• Create and amplify a call in, webinar
85. Social Media Law # 4
• The exponential search factor.The exponential search factor.
– Social media increases your search engine
rankings, and when combined with your website
drives additional traffic via organic search.
–Google+ is a must
–Increases search rankings
–Sends social signals back to Google
•(you need those)
86. Social Media Law # 5
• The new-fangled customer serviceThe new-fangled customer service
factor.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.
87. Facebook as a customer service tool
• 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
– When issues come up we must address them
with speed, agility and accuracy, otherwise we
will get skewered
88. Social Media Law # 6
• The behind the scenes factor.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.
89. The days of “bigThe days of “big
anonymous corp.” are over!
anonymous corp.” are over!
94. Social Media Law # 7
• Trust is the new black.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.
95. 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)
96. 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
99. Social Media Law # 8
• The online reputation factor.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.
101. Social Media Law # 9
• The time spent factor.The time spent factor.
– Customers are not always ready to buy.
– Social media’s eight other immutable laws
prepares customers over time.
102. Social Media Law # 9
• Engagement + time + trust =Engagement + time + trust =
revenue.revenue.
– When we run sales on FB sales come!
– Use promo codes to track
– Customers do the selling for us.
• Must try this!
103. Get a copy…Get a copy…
• Drop me a business card and I willDrop me a business card and I will
send you a copy of this preso!send you a copy of this preso!
– Feel free to pass it along too!Feel free to pass it along too!
104. Thank You!Thank You!
How to reach me…
jimdirect@aol.com
@gilbertdirect
561-302-1719
www.linkedin.com/in/jimwgilbert
Notas do Editor
Above all I am a direct marketer - old school meaning traditional DM principles applied to new media and channels!
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!
----- 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? ONE WORD…
What is the magic formula?
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./.. 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./.. 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.
Of course we need it. But now we have to be even smarter, better and more engaging
Engage with./..
Engage with./..
Engage with./..
Engage with./..
Engage with./..
Engage with./..
We focused heavily on facebook. That was the central hub for our communty.
But this could be mapped on any social outlet
OK now back to Case Study
We do everything in our power to drive traffic to FB
Even 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 carbs
I wanted to brand it and did ws contest on FB
Contests are how we
Drive to utube, blog contests, twitter, etc…
As a reformed cataloger, this is a familiar concept of DM and LTV
We cross promote fb, youtube, twitter, blog, website, etc!
We use twitter to drive to FB and Blog
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Use all channels to cross promote
Look for opportunities. Electric slide
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Real voice, address concerns, etc.
Share tools and FB, Twitter, Blog prominent, youtube missing
Blog offers itdeas, tips, stuff that will get used and shared…. Amplified!
Real voice, hashtags, tag others. Behind the scenes, real company
Tags, events!
Beautiful clean images, engaging tweets, relationship building, tags, a real voice, 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 fiasco
Howards market
United breaks guitars
You will bet skewered.
Brands better button up CS, product, brand image must match up!
January snow, changes to food.