worlds collide: social & direct together at last

WORLDS COLLIDE SOCIAL & DIRECT TOGETHER AT LAST

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HI, I’M DAVE

2 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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The world of social


WORLD’S COLLIDING CAN BE GOOD


WE’RE IN THE SAME BUSINESS


THE HAPPY, LOYAL CUSTOMER BUSINESS


5 WAYS TO COLLIDE WORLDS (IN A GOOD WAY)


1. UNDERSTAND EACH OTHER 2. KNOW YOUR AUDIENCE 3. KNOW THE PLATFORMS

4. RECIPROCATE 5. UNIFY MEASUREMENT


UNDERSTAND EACH OTHER 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.

Find the common ground

Worlds Collide: Social & Direct Together At Last 18

UNDERSTAND EACH OTHER 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?

Set shared KPIs; Test & Learn


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Not like this


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More like this


KNOW YOUR AUDIENCE 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?

Who are they, why are they there, what are their interests?


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Recruit and activate from within social


KNOW THE PLATFORMS

Facebook:

1.  Custom Audiences

2.  Facebook Exchange

3.  Conversion Tracking

Content, Ads, Content as Ads


Twitter:

1.  CRM Audiences

2.  Twitter Cards

3.  Conversion Tracking

So many powerful ad options in social that can deliver on direct objectives.

RICH MEDIA ADS Moontoast for Facebook - Rich content published to newsfeed that has various capabilities

- live streaming - lead gen - voting - etc.

Vendor experimentation


RECIPROCATE 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.

Social & Direct need each other


UNIFY MEASUREMENT Drive & measure business results


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 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)

Questions to tackle


1. UNDERSTAND EACH OTHER 2. KNOW YOUR AUDIENCE 3. KNOW THE PLATFORMS

4. RECIPROCATE 5. UNIFY MEASUREMENT


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THANK YOU @DOCTORJONES

[email protected]

worlds collide: social & direct together at last

Marketing