9 immutable laws presentation Direct Marketing Association #dma13 in Chicago.
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Transcript of 9 immutable laws presentation Direct Marketing Association #dma13 in Chicago.
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9 Immutable Laws of Social Media Marke7ng
for 2013 (the more things change, the more they stay the same)
Presented by James Gilbert, CEO October 13th, 2013
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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
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“What can I expect from Social Media?” “What kind ROI will I get?”
“I tried social media and gained "No Customers!”
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"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
Orienta7on (What these laws are really about!)
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Transla7on? One Word...
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Engagement!
Fulfill the DM Promise
of true 2 way
communica8ons
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Social Media Law # 1 • The deeper the level of
engagement, the deeper the trust/bond with your company!
• Nothing happens without engagement! • How engaged are your social media fans?
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The Law of Engagement! • The goals of every social media
marketer... – Engage! – Draw them out! – Get them involved! – Tug at their heartstrings
– Tell a story!!!! – Create drama!!!!
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The Law of Engagement! The 8 stages of engagement
• 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
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Case Study – The Fresh Diet • About The Fresh Diet
• Focus on Facebook
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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!
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Not So Good News! • FB, social glut • Engagement more difficult in 2013!
• But mom all the cool kids… • Ok back to the case study
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Level of effec8veness = 0
• November 2009:
94 fans
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Level of effec8veness = 100
• December 2010:
24,195 likes That’s a lot more than nutrisysem!
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Level of effec8veness = ?
• Present:
66,000 likes Stagnant!
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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.
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Don’t be an info pusher!
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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
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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
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How we got to 66K – the basics
• Call center • Collateral Material • Mailers • Email signatures • Email newslegers • Any place we can think of
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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!
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Step 2 building engagement
• Back in the day… • It started with a single contest.
– Carbometer
• Ran contests every day of the week
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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
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Contest examples
• Plate your favorite meals
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Contest examples
• Halloween costume contest
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Contest examples
• Mo8va8on poster contests
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Contest examples
• Fresh Diet-‐ize a Beatles Lyric (in honor of John Lennon)
• Fresh Diet-‐ized Haiku
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Contest examples • Video
contests
• This contest coined the phrase, “the fresh diet delivery fairies?
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Contest examples
• Ultra secret contests – My excuse to give away food
• Any old contests – Banner ad
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Contests Recipe winner
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Any Excuse for a contest
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Social Media Law # 2 • Brand + Channels = Revenue.
– 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.
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We do a lot of video
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YouTube fun and rela8onship building
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Building Traffic – Fans and Likes
Ad.ly network allows you to buy paid tweets from celebri8es Gained 400 fans in one day
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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.
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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.
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Building Traffic – Fans and Likes
Paid tweets from Heidi Montag promo8ng a contest drove fans and contest entries
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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
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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.
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Engagement, our customer take over
In a social media driven world – people buy from their peers!
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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.
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Customers take over
Fresh never frozen
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Social Media Law # 4 • The exponen7al search factor.
– Social media increases your search engine rankings, and when combined with your website drives addi8onal traffic via organic search.
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Social Media Law # 5 • The new-‐fangled customer service
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.
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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
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Facebook as a Customer Service tool
When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered
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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
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Social Media Law # 6 • 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 en8ty.
– The biggest opportunity around social media is to allow people to connect with your employees as peers.
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The days of “big
anonymous corp.” are over!
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Bio’s of our
employees bring
customers closer to
the company
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Build involvement and trust
Be Transparent Go behind the scenes
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Bringing our customers closer
Image done by one of our customers of our CEO Zalmi Duchman. He is officially Zman or Zuperman to our fans
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Again, we do a lot of video
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Social Media Law # 7 • Trust is the new black.
– 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.
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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)
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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
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Build involvement and trust
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Give to get – Random Freebies
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Social Media Law # 8 • The online reputa7on 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 nega8ves and turn them into posi8ves via reputa8on management and communica8ons.
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Rep is everything
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Rep is everything
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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.
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Social Media Law # 9 • Engagement + 7me + trust =
revenue. – When we run sales on FB sales come! – Use promo codes to track – Customers do the selling for us.
• Must try this!
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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!
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Thank You! How to reach me… [email protected] @gilbertdirect 561-‐302-‐1719
www.linkedin.com/in/jimwgilbert