1. Copyright Neolane - 2011 Neolane Private and Confidential 1

2. Copyright Neolane - 2011 Neolane Private and Confidential 2 3. Copyright Neolane - 2011 Neolane Private and Confidential 3 4. Social Media: A new era for measurable direct marketingMartin Smith Head of Marketing, Neolane LimitedCopyright Neolane - 2011 Neolane Private and Confidential 4 5. Direct Marketing Definition Direct marketing is a channel-agnostic form of advertising that allows businesses to communicatestraight to the customer. Direct marketing messages emphasize a focus on the customer, data, and accountability.Characteristics that distinguish direct marketing are: Marketing messages are addressed directly to customers. Direct marketing seeks to drive a specific "call to action." Direct marketing emphasizes trackable, measurable responses fromcustomers regardless of mediumCopyright Neolane - 2011 Neolane Private and Confidential 5 6. Social Media DefinitionSocial media includes web-based and mobiletechnologies used to turn communication into interactive dialogue.. social media has substantially changed the way organizations, communities, and individuals communicate.Copyright Neolane - 2011 Neolane Private and Confidential 6 7. Social Media TodayCopyright Neolane - 2011 Neolane Private and Confidential 7 8. UK Social Media TodayCopyright Neolane - 2011 Neolane Private and Confidential 8 9. Social Users Are Not ONLY Part ofGeneration Y, Z, ..60% of Facebook users are above 35Copyright Neolane - 2011Neolane Private and Confidential 9 10. Two Main Social Media for Marketing The biggest and the most accurate contact database ever 500M daily usersThe placeto talk withconsumers 100 000 tweets are posted per minuteCopyright Neolane - 2011Neolane Private and Confidential 10 11. Lets gather as many Fans as possible!Copyright Neolane - 2011 Neolane Private and Confidential 11 12. Through 2015, 75% of marketing organizations will view social media as simply another channel annoyingcustomers and failing to deliver significant value to the CMOs strategySocial Media Expert Gartner August, 15th - 2011Copyright Neolane - 2011Neolane Private and Confidential 12 13. The challenge..I have succeeded in having 1 millionFacebook fansBut now. How do I really make money? Copyright Neolane - 2011 Neolane Private and Confidential 13 14. Whats the value of a social fan?$3.60 according to Vitrue On average, a fan base of 1 million translates into at least $3.6 million in equivalentmedia over a year. The companys findings are based on impressions generated in theFacebook newsfeed. $136.00 according to SyncapseCopyright Neolane - 2011Neolane Private and Confidential 14 15. What the value of a social fan?Whats the value of a Facebook Fan? According to Forrester, the answer iszero,unless and until the brand does something to create value with Facebook FansCopyright Neolane - 2011 Neolane Private and Confidential 15 16. A Huge Perception Gap OUCH!Brands ConsumersCopyright Neolane - 2011Neolane Private and Confidential 16 17. Are consumers ready? RazorfishCopyright Neolane - 2011 Neolane Private and Confidential 17 18. Consumers are ready for Direct Marketing in SocialCopyright Neolane - 2011Neolane Private and Confidential 18 19. Are you above or below? Above the Line - Metrics= Share of mindMass Create Campaigns socialBuild presence& Influence ListenSocial Share MonitorCross-ChannelEnabledFrom SocialPersonalized Opt- MediaOutbound EngageMessagesin Personalized Inbound From Experiencethe web Below the Line - Metrics= SalesCopyright Neolane - 2011Neolane Private and Confidential 19 20. Objectives: Increase addressable contacts in the database throughFacebook Tactic: Facebook Contest Join The KingdomCopyright Neolane - 2011Neolane Private and Confidential 20 21. Opt-in: LA Kings Facebook Campaign Step #3 Step #1Step #4 Step #2Copyright Neolane - 2011 Neolane Private and Confidential 21 22. Opt-in: LA Kings Facebook CampaignOne wall post 177 talking about it 148 likes 25 comments 4 sharesSocial Opt-in contacts 353 social profiles acquired through the contest within few hours with: Name, profile picture, gender, and interests Email (opt-in) Anonymous visitors turned into known and addressable contactsCopyright Neolane - 2011Neolane Private and Confidential 22 23. Social media is a place where people come to have conversations. Most marketing campaigns arepresented to customers as static offers, regardless of the channel. Predefined mass marketing offers will stand out as being just that. Offers via social media should be dynamicand based on the persons interest andinteractions within social media and acrossother channels Gartner August, 15th - 2011Copyright Neolane - 2011 Neolane Private and Confidential 23 24. Thank You Neolane Stand C5 Win a trip to Paris for 2Copyright Neolane - 2011 Neolane Private and Confidential 24