Worlds Collide: Social & Direct Together at Last

Oct 7, 20141 like996 views

A presentation I gave at the Canadian Marketing Association's CMA 1:1 Direct Engagement Conference on October 2, 2014. The narrative of the presentation was how social media marketers and direct marketers should be combining their skill sets to work closer together to drive business results through social channels. Five points were touched on: 1. Understand each other 2. Know your audience 3. Know the platforms 4. Reciprocate 5. Unify measurement

WORLDS COLLIDE SOCIAL & DIRECT TOGETHER AT LAST
1

HI, I’M DAVE
Worlds Collide: Social & Direct Together At Last 2

7
Worlds Collide: Social & Direct Together At Last

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Worlds Collide: Social & Direct Together At Last

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The world of direct
Worlds Collide: Social & Direct Together At Last

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Worlds Collide: Social & Direct Together At Last

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The world of social
Worlds Collide: Social & Direct Together At Last

WORLD’S COLLIDING CAN
BE GOOD
Worlds Collide: Social & Direct Together At Last 12

13
Worlds Collide: Social & Direct Together At Last

WE’RE IN THE SAME
BUSINESS
Worlds Collide: Social & Direct Together At Last 14

THE HAPPY, LOYAL CUSTOMER
BUSINESS
Worlds Collide: Social & Direct Together At Last 15

5 WAYS TO COLLIDE
WORLDS (IN A GOOD WAY)
Worlds Collide: Social & Direct Together At Last16

1. UNDERSTAND EACH OTHER
2. KNOW YOUR AUDIENCE
3. KNOW THE PLATFORMS
4. RECIPROCATE
5. UNIFY MEASUREMENT
Worlds Collide: Social & Direct Together At Last17

UNDERSTAND EACH OTHER
Set shared KPIs; Test & Learn
1. How can I help grow the customer database/social community?
2. How can I use social to know more about my customers than I currently do?
3. How can the social community be activated to participate in an initiative that is
traditionally performed through direct tactics?
4. How can we design an offer that will appeal specifically to the social community?
5. Can I use the real-time nature of social to help drive direct marketing objectives?
Worlds Collide: Social & Direct Together At Last 19

20
Not like this
Worlds Collide: Social & Direct Together At Last

21
More like this
Worlds Collide: Social & Direct Together At Last

KNOW YOUR AUDIENCE
Who are they, why are they there, what are their interests?
Work together to build a better
understanding of your customer.
1. Are there people in social, who aren’t in
the database?
2. Are there people in the database who
aren’t in social?
3. How do I identify and activate my most
influential users?
Worlds Collide: Social & Direct Together At Last
22

23
Recruit and activate from within social
Worlds Collide: Social & Direct Together At Last

KNOW THE PLATFORMS
Content, Ads, Content as Ads
Facebook:
1. Custom Audiences
2. Facebook Exchange
3. Conversion Tracking
Worlds Collide: Social & Direct Together At Last
Twitter:
1. CRM Audiences
2. Twitter Cards
3. Conversion Tracking
24
So many powerful ad options in social that can deliver on
direct objectives.

RICH MEDIA ADS
Vendor experimentation
Moontoast for Facebook
- Rich content published to
newsfeed that has various
capabilities
- live streaming
- lead gen
- voting
- etc.
Worlds Collide: Social & Direct Together At Last
25

RECIPROCATE
Social & Direct need each other
Direct can help recruit new
members to the social community.
The social community can help
recruit members to the customer
database.
Help each other out and work
together in a platform-relevant way.
Worlds Collide: Social & Direct Together At Last
26

27
Worlds Collide: Social & Direct Together At Last

UNIFY MEASUREMENT Drive & measure business results
Worlds Collide: Social & Direct Together At Last
28
Direct’s measurement
discipline is exactly what social
needs.
Work together to set KPIs, track
conversions, determine its
value as a channel that drives
business.

UNIFY MEASUREMENT
Questions to tackle
1. Do people who are in both the social community and database buy more/
convert at a higher rate, etc?
2. What offers work better in social than others?
3. Does some part of my social community respond better to direct offers here vs
other mediums?
4. Can I determine an absolute value of social to our business? (Attributable
sales + ad equivalency reach + customer service savings – production costs –
media costs – staffing/management costs)
Worlds Collide: Social & Direct Together At Last
29

31
THANK
YOU @DOCTORJONES
DAVID@SOCIALLAB.CA

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Worlds Collide: Social & Direct Together at Last

1. WORLDS COLLIDE SOCIAL & DIRECT TOGETHER AT LAST 1

2. HI, I’M DAVE Worlds Collide: Social & Direct Together At Last 2

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7. 7 Worlds Collide: Social & Direct Together At Last

8. 8 Worlds Collide: Social & Direct Together At Last

9. 9 The world of direct Worlds Collide: Social & Direct Together At Last

10. 10 Worlds Collide: Social & Direct Together At Last

11. 11 The world of social Worlds Collide: Social & Direct Together At Last

12. WORLD’S COLLIDING CAN BE GOOD Worlds Collide: Social & Direct Together At Last 12

13. 13 Worlds Collide: Social & Direct Together At Last

14. WE’RE IN THE SAME BUSINESS Worlds Collide: Social & Direct Together At Last 14

15. THE HAPPY, LOYAL CUSTOMER BUSINESS Worlds Collide: Social & Direct Together At Last 15

16. 5 WAYS TO COLLIDE WORLDS (IN A GOOD WAY) Worlds Collide: Social & Direct Together At Last16

17. 1. UNDERSTAND EACH OTHER 2. KNOW YOUR AUDIENCE 3. KNOW THE PLATFORMS 4. RECIPROCATE 5. UNIFY MEASUREMENT Worlds Collide: Social & Direct Together At Last17

18. UNDERSTAND EACH OTHER Find the common ground Social: • Grow a highly engaged community that is interested in participating with the brand. • Prove that social can drive business results. Direct: • Turn prospects into customers. • Turn customers into loyalists. • Targeted offers, opportunities based on customer insights. Worlds Collide: Social & Direct Together At Last 18

19. UNDERSTAND EACH OTHER Set shared KPIs; Test & Learn 1. How can I help grow the customer database/social community? 2. How can I use social to know more about my customers than I currently do? 3. How can the social community be activated to participate in an initiative that is traditionally performed through direct tactics? 4. How can we design an offer that will appeal specifically to the social community? 5. Can I use the real-time nature of social to help drive direct marketing objectives? Worlds Collide: Social & Direct Together At Last 19

20. 20 Not like this Worlds Collide: Social & Direct Together At Last

21. 21 More like this Worlds Collide: Social & Direct Together At Last

22. KNOW YOUR AUDIENCE Who are they, why are they there, what are their interests? Work together to build a better understanding of your customer. 1. Are there people in social, who aren’t in the database? 2. Are there people in the database who aren’t in social? 3. How do I identify and activate my most influential users? Worlds Collide: Social & Direct Together At Last 22

23. 23 Recruit and activate from within social Worlds Collide: Social & Direct Together At Last

24. KNOW THE PLATFORMS Content, Ads, Content as Ads Facebook: 1. Custom Audiences 2. Facebook Exchange 3. Conversion Tracking Worlds Collide: Social & Direct Together At Last Twitter: 1. CRM Audiences 2. Twitter Cards 3. Conversion Tracking 24 So many powerful ad options in social that can deliver on direct objectives.

25. RICH MEDIA ADS Vendor experimentation Moontoast for Facebook - Rich content published to newsfeed that has various capabilities - live streaming - lead gen - voting - etc. Worlds Collide: Social & Direct Together At Last 25

26. RECIPROCATE Social & Direct need each other Direct can help recruit new members to the social community. The social community can help recruit members to the customer database. Help each other out and work together in a platform-relevant way. Worlds Collide: Social & Direct Together At Last 26

27. 27 Worlds Collide: Social & Direct Together At Last

28. UNIFY MEASUREMENT Drive & measure business results Worlds Collide: Social & Direct Together At Last 28 Direct’s measurement discipline is exactly what social needs. Work together to set KPIs, track conversions, determine its value as a channel that drives business.

29. UNIFY MEASUREMENT Questions to tackle 1. Do people who are in both the social community and database buy more/ convert at a higher rate, etc? 2. What offers work better in social than others? 3. Does some part of my social community respond better to direct offers here vs other mediums? 4. Can I determine an absolute value of social to our business? (Attributable sales + ad equivalency reach + customer service savings – production costs – media costs – staffing/management costs) Worlds Collide: Social & Direct Together At Last 29

30. 1. UNDERSTAND EACH OTHER 2. KNOW YOUR AUDIENCE 3. KNOW THE PLATFORMS 4. RECIPROCATE 5. UNIFY MEASUREMENT Worlds Collide: Social & Direct Together At Last30

31. 31 THANK YOU @DOCTORJONES DAVID@SOCIALLAB.CA

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Worlds Collide: Social & Direct Together at Last

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