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Social Media for Business

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Sallie Burnett
Sallie Burnett

The document discusses best practices for social media marketing and the convergence of direct response marketing and social media. It provides tips for making email messages shareable on social platforms to increase viral growth. Examples are given of emails that drove sharing and increased click-through rates. The potential of paid social media advertising is also examined, noting it allows testing and optimization on modest budgets. Real data is shared for a Colorado advertiser spending over $1 million on social media.

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The Convergence of Direct Response and Social Media December 14, 2010
The Convergence of Direct Response and Social Media Sallie Burnett, President, Customer Insight Group Inc, Moderator Robin Seidner, VP of Marketing, Kutenda Angela Brohman, Director Agency Channel, Silverpop Troy Lerner, General Manager, Booyah Online Advertising December 14, 2010
The Convergence of Direct Response and Social Media SOCIAL MEDIA BEST PRACTICES December 14, 2010
Social Media Best Practices  #1: Don’t just “Do it.” Think strategy. Would you ever just send out a direct response email or direct mail piece without a strategy? December 14, 2010
Social Media Best Practices  #2: Get away from the campaign mentality  Campaigns are an advertising concept  Social media has no “end,” just peaks and valleys December 14, 2010
Social Media Best Practices  #3: Start by listening – use metrics  ID where the conversation happens  Discover what people are saying: category, you, competitors  Volume: what causes volume changes (spikes, lulls)  What’s the quality of comments of you vs. competitors  Negative isn’t necessarily bad December 14, 2010
Social Media Best Practices  #4: Don’t think you can control it. Be okay with that. December 14, 2010
Social Media Best Practices  #5: Integrate social media across your business  Be strategic  Understand how different pieces of your organization can take part  PR: monitoring, listening  Marketing and media buying: viral growth  Customer support: direct customer engagement  Product development: learn from the people who really care about your products  Work together to plan your approach December 14, 2010
Social Media Best Practices  Today’s best practices will be different in 6-12 months  More users mean new problems  The “big win” isn’t quite so easy  The next “game-changer” isn’t known December 14, 2010
The Convergence of Direct Response and Social Media EMAIL GOES SOCIAL December 14, 2010
Social email is the new viral December 14, 2010
Make your messages Shareworthy • Be a trusted source. • Know what motivates your customers. • Keep the message simple. • Make sharing options visible and easy. • State the value. • Produce timely and relevant content. December 14, 2010
Results  Over 800 recipients shared the email offer resulting in an estimated 80,000 additional impressions (8% list growth)  45% shared on Facebook  44% shared on digg  11% shared on MySpace  17% of recipients who posted had at least one open of the post  Some posts had up to 10 opens  33% people who ‘opened’ a post then clicked through to offer  3x CTR of their standard emails December 14, 2010
What B2C emails are Shareworthy?  Great offers  New season / product announcements  Sale Notifications December 14, 2010
What B2B emails are Shareworthy?  Relevant Articles  Event /Webinar  News / Press Releases Notifications December 14, 2010
Getting started with social email  Focus on ‘Shareworthiness’  Make it easy to share  Monitor social ‘buzz’ (and engage)  Identify and reward your influencers  Test everything and don’t be afraid to fail December 14, 2010
The Convergence of Direct Response and Social Media Putting the Media in Social Media December 14, 2010
Facebook image ads Text Ads (Facebook uses MSN, MySpace uses Google) Banner Ads December 14, 2010
The way they sell it •In bundles of 1000 impressions. (CPM) •By the click (CPC) You can target by age, gender, location and interests. •On a modest budget, FB image ads make for an interesting test. •“free” to build. Cheap to buy. •Helps if you can track with Atlas The way you should buy it: • ….very carefully. •With budgets of $20k+, you can try banners. •Retargeting is a consistently successful strategy. •Buy enough volume to negotiate the CPM below a buck ($200K+) December 14, 2010
Write new ads for Social Networks. ….your ad is an interruption, not a response to a search query. Catch them with an image December 14, 2010
Real Data for a Colorado advertiser spending $1M+ on Social Media December 14, 2010
Conclusion  Paid advertising in Social Networks deserves a look.  …if for no other reason than it is cheap, trackable, and allows for a lot of tinkering. December 14, 2010
The Convergence of Direct Response and Social Media Sallie
Burne+ Robin
Seidner Customer
Insight
Group,
Inc. Kutenda sallie@customerinsightgroup.com robin@kutenda.com 303.422.9758 303.819.5567 Twi+er:@sallieburne+ Twi+er:
@kutenda,
@copydiva Angela
Brohman Silverpop Troy
Lerner Booyah
Online
AdverQsing abrohman@silverpop.com Troy@TheBooyahAgency.com 720.941.8432 303.345.6619 Twi+er:
@AngelaBrohman,
@Silverpop Twi+er:
@troylerner Please
be
sure
to
fill
out
your
evaluaQon
form
 and
turn
it
into
the
room
monitor
or
a
staff
member.
Thank
you. December 14, 2010

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Social Media for Business

  • 1. The Convergence of Direct Response and Social Media December 14, 2010
  • 2. The Convergence of Direct Response and Social Media Sallie Burnett, President, Customer Insight Group Inc, Moderator Robin Seidner, VP of Marketing, Kutenda Angela Brohman, Director Agency Channel, Silverpop Troy Lerner, General Manager, Booyah Online Advertising December 14, 2010
  • 3. The Convergence of Direct Response and Social Media SOCIAL MEDIA BEST PRACTICES December 14, 2010
  • 4. Social Media Best Practices  #1: Don’t just “Do it.” Think strategy. Would you ever just send out a direct response email or direct mail piece without a strategy? December 14, 2010
  • 5. Social Media Best Practices  #2: Get away from the campaign mentality  Campaigns are an advertising concept  Social media has no “end,” just peaks and valleys December 14, 2010
  • 6. Social Media Best Practices  #3: Start by listening – use metrics  ID where the conversation happens  Discover what people are saying: category, you, competitors  Volume: what causes volume changes (spikes, lulls)  What’s the quality of comments of you vs. competitors  Negative isn’t necessarily bad December 14, 2010
  • 7. Social Media Best Practices  #4: Don’t think you can control it. Be okay with that. December 14, 2010
  • 8. Social Media Best Practices  #5: Integrate social media across your business  Be strategic  Understand how different pieces of your organization can take part  PR: monitoring, listening  Marketing and media buying: viral growth  Customer support: direct customer engagement  Product development: learn from the people who really care about your products  Work together to plan your approach December 14, 2010
  • 9. Social Media Best Practices  Today’s best practices will be different in 6-12 months  More users mean new problems  The “big win” isn’t quite so easy  The next “game-changer” isn’t known December 14, 2010
  • 10. The Convergence of Direct Response and Social Media EMAIL GOES SOCIAL December 14, 2010
  • 11. Social email is the new viral December 14, 2010
  • 12. Make your messages Shareworthy • Be a trusted source. • Know what motivates your customers. • Keep the message simple. • Make sharing options visible and easy. • State the value. • Produce timely and relevant content. December 14, 2010
  • 13. Results  Over 800 recipients shared the email offer resulting in an estimated 80,000 additional impressions (8% list growth)  45% shared on Facebook  44% shared on digg  11% shared on MySpace  17% of recipients who posted had at least one open of the post  Some posts had up to 10 opens  33% people who ‘opened’ a post then clicked through to offer  3x CTR of their standard emails December 14, 2010
  • 14. What B2C emails are Shareworthy?  Great offers  New season / product announcements  Sale Notifications December 14, 2010
  • 15. What B2B emails are Shareworthy?  Relevant Articles  Event /Webinar  News / Press Releases Notifications December 14, 2010
  • 16. Getting started with social email  Focus on ‘Shareworthiness’  Make it easy to share  Monitor social ‘buzz’ (and engage)  Identify and reward your influencers  Test everything and don’t be afraid to fail December 14, 2010
  • 17. The Convergence of Direct Response and Social Media Putting the Media in Social Media December 14, 2010
  • 18. Facebook image ads Text Ads (Facebook uses MSN, MySpace uses Google) Banner Ads December 14, 2010
  • 19. The way they sell it •In bundles of 1000 impressions. (CPM) •By the click (CPC) You can target by age, gender, location and interests. •On a modest budget, FB image ads make for an interesting test. •“free” to build. Cheap to buy. •Helps if you can track with Atlas The way you should buy it: • ….very carefully. •With budgets of $20k+, you can try banners. •Retargeting is a consistently successful strategy. •Buy enough volume to negotiate the CPM below a buck ($200K+) December 14, 2010
  • 20. Write new ads for Social Networks. ….your ad is an interruption, not a response to a search query. Catch them with an image December 14, 2010
  • 21. Real Data for a Colorado advertiser spending $1M+ on Social Media December 14, 2010
  • 22. Conclusion  Paid advertising in Social Networks deserves a look.  …if for no other reason than it is cheap, trackable, and allows for a lot of tinkering. December 14, 2010
  • 23. The Convergence of Direct Response and Social Media Sallie
Burne+ Robin
Seidner Customer
Insight
Group,
Inc. Kutenda sallie@customerinsightgroup.com robin@kutenda.com 303.422.9758 303.819.5567 Twi+er:@sallieburne+ Twi+er:
@kutenda,
@copydiva Angela
Brohman Silverpop Troy
Lerner Booyah
Online
AdverQsing abrohman@silverpop.com Troy@TheBooyahAgency.com 720.941.8432 303.345.6619 Twi+er:
@AngelaBrohman,
@Silverpop Twi+er:
@troylerner Please
be
sure
to
fill
out
your
evaluaQon
form
 and
turn
it
into
the
room
monitor
or
a
staff
member.
Thank
you. December 14, 2010