Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.

1. The Intersection of Social Media and Direct DMA: 2010 Conference & Exhibition

2. AGENDA INTRODUCTION OVERVIEW: KEY TRENDS IN SOCIAL MEDIA AND COMMERCE DIRECT RESPONSE VS. SOCIAL MEDIA FOUR PILLARS OF SOCIAL MEDIA INTEGRATION OF SOCIAL INTO EXISTING CHANNELS CASE STUDIES LOOKING AHEAD 2

3. INTRODUCTION Maryssa Miller VP, E-commerce at Create The Group Most recently Director, E-commerce at Lacoste USA Masters of Science in Direct and Interactive Marketing from New York University, now Adjunct Professor of E-commerce Marketing Board of Governors for the DMA International ECHO Awards 3

4. SOCIAL MEDIA OVERVIEW

6. Twitter: Keep users engaged with frequent updates and brand messaging

7. YouTube: Post unique video content and link back to the website

8. Blog Partnerships: Curate original editorial content through strategic alliances with appropriate partners and key bloggers

9. Social Shopping: Social shopping sites like Polyvore are a great way to engage customers that are already interacting with products and have an affinity for brands

11. 7 WORD OF MOUTH MARKETING “Conventional Wisdom has long held that a dissatisfied customer tells ten people. But that is out of date. In the new age of social media, he or she has the tools to tell 10 million consumers virtually overnight.” – Gillen, The New Influencers, 2007

12. 8 IS SOCIAL MEDIA DIRECT MARKETING OR MASS BRANDING?

13. DIRECT RESPONSE VS. SOCIAL MEDIA 9

14. SOCIAL MEDIA AS NEW DIRECT MARKETING Social media platforms give you the opportunity to generate leads To have the greatest number of people see your message, it’s all about location online Using your own opted-in fan base, you have a better group of qualified traffic Once you have the captive audience, you need to be relevant and not abuse their trust when choosing to market to them

15. Strategy

16. Four Pillars of Social Media There are four key areas a brand needs to focus on in order to successful leverage the social channel: Content Creation Fan Engagement Social Listening Trend Watching

18. Unique Content – Content created specifically for the social channel compels users to interact with the brand.

20. Contests/Promotions – Provide benefits to following the brand across channels.

22. Quantify results to gain actionable learnings about the users most engaged with the brand

23. Provide real-time updates to respond quickly to any issues that may arise

25. Integrate Social Media into Existing Direct Marketing Customer’s Top Rated from social media for content “Share This” Functionality on product pages “Follow Us On Twitter” and Become A FacebookFan through email Facebook vanity urls for direct response (www.facebook/yourbrand)

26. OUR WORK: CASE STUDIES

28. Share customized looks with other users

29. Shop socially with other Juicy fans

30. Interact with users in the forum

32. Increased conversion by 162%

33. Increased time on site by 150%

34. Increased user interaction and sharing between site and Facebook The Juicy Couture Facebook page currently has over 500,000 fans.

37. Interact with designers, employees, Marie Gray and other users

38. Network with their peers

39. Create relationships with their store associate

40. Share stories and their love for the St. John’s brand

41. Receive unique looks and personal recommendations from store associates

43. Enlarged customer base and consumer loyalty

46. Share content with friends via email or across social media sites such as Facebook and Twitter

47. View content based on other users’ favorites

48. Browse according to user location

50. Developing content calendar

51. Finding and developing relevant content

52. Identifying favorite pages and displaying them on the page

53. Building an interactive discussion forum

55. Brands embracing social

58. BEST BUY FACEBOOK STORE

59. Social media: looking ahead

60. SOCIAL MEDIA: THE NEW CRM PROGAM Already brands are experimenting with Foursquare, Yelp and others to drive loyalty programs Merging data from social media on brand engagement with offline data can help determine the true “best customers”. Facebook especially will have more data than any direct marketer could have dreamed – targeting opportunities will be endless…but also relevant. 30

61. SOCIAL MEDIA: THE NEW CUSTOMER SERVICE PLATFORM 31

62. SOCIAL MEDIA: THE NEW MARKET RESEARCH TOOL Dell Ideastorm Results - 4,800 ideas generated by employees - 150 ideas Implemented by Dell My Starbucks Idea Results - 70,000 Ideas in the first year - Many Ideas implemented - Starbucks VIP card - Buy coffee beans, get a free cup

63. Social media: MOVING FORWARD

64. SOCIAL MEDIA USING DIRECT MARKETING PRINCIPLES Use customer insights and market research to inform the strategy Develop engaging content and creative that people will talk about Have a clear call to action Testcampaigns and creative Track, measure and analyze the results

66. Search engine marketing

67. Affiliate network creation & management

68. Datafeed management (comparison shopping)

69. Ongoing campaign optimization and analysis

70. Creative testing

71. Search engine optimization consultingPARTNERS

73. Leverage social media monitoring learnings to see what influentials are talking about now

74. Stay ahead of competitors by developing a presence in up and coming channels and engaging early adopters