using social media for dm goals

Using Social Networking to

Achieve DM Goals

Who Are We? The Parnassus Group Steve Broback Teresa Valdez Klein

What Will We Cover Tonight? Social Networks/Social Media DefinedOverview of the platforms and PhilosophyThe business case for social media Focus on Facebook -- and how to leverage itBlog monitoring

Brand/Buzz Monitoring

Social Media Defined In comparison to traditional media (and Web 1.0), online social media is: Perpetuated Web-enabled content of a conversational nature.

Social Media Defined Perpetuated - indefinitely available for new participants to weigh in.Web-enabled, but a Web page by itself is not “social.”Conversational: Two (or more) way discussion includes social link sharing sites.

Examples of Social MediaTwo distinct waves so far

The First WaveBlogsWikisDiscussion groups/bulletin boardsInstant Messaging

The Second WaveSocial networks: Facebook, MySpace, LinkedInTwitter/Jaiku/Pownce

“Recession Proof” Marketing(?)

Let’s Talk DM!We want to generate leadsWe want to message those leadsWe want to convert those leadsHow do we get started???

Not So Fast…

Direct Marketer Beware... It's an entirely new model and philosophyTraditional selling and messaging are likely to be rejectedContributing and participating are the new currencyIgnore the proper etiquette/protocol at your peril

Philosophical UnderpinningsYour company is not a personEveryoneʼs a publisher now (and in the PR business)Personal/professional line is very blurryYouʼre here to helpReady, fire, aim -- repeat?

Blogs: Social Media 1.0Drive trafficBuild an email/prospect listClose sales

Searchers are ShoppersAmazon: The original bloggers(?)Are you buying Google ads?Harris Interactive study “The Blogosphere is not a used car lot.”

Building a List From Your BlogCommentersEmail SubscribersBloggers who link to you

Selling with a BlogLinking to buyersEngaging with supporters and detractorsPublishing testimonialsCase studies

Facebook: Social Media 2.0

What is Facebook?Intent was to connect real-world friends onlineOriginally for anyone with a .edu addressNow open to anyone with an email addressNow connects friends and personal/professional acquaintances

What’s the Big Deal?Identity confirmationThe feed!!!!66 million active membersThe first reasonable platform to facilitate business activityLots of potential touch pointsApplicationsNot hideous (will be soon?)

Facebook AnatomyProfile Page

Facebook AnatomyNews Feed

Facebook AnatomyIn Box (Mail!)

Facebook AnatomyNotifications

Facebook AnatomyUpdates

Facebook AnatomyGroups

Facebook AnatomyA group page

Facebook AnatomyA group page

Facebook AnatomyEvents

Facebook AnatomyAn event page

Facebook AnatomyAn event page

Facebook AnatomyApplications dashboard

How Are Marketers Using FB?Engage with clients/prospectsEngage with existing groupsCreate and manage groupsCreate Fan PagesBuy social ads

How Are Marketers Using FB?Sponsor a giftBuy bannersAffiliate program integrationCreate an applicationNewsfeed announcementsRecruiting

Can’t I Just Send a Freaking Email Blast?!?!

They donʼt make it easyFriends (be careful!)Groups youʼve created (up to 1,000)Fan Pages (sort of)Addresses youʼve scraped/culled – NOT!

Getting StartedSign upNotify friends (be careful!)Join a group or twoTry out a basic application like posted items

How Can You Message FB Members?

EmailNews feedRequestsThe WallDiscussion forums within groupsNotesNotifications (from applications)

What’s NextOpenSocialMySpace“The Social Web”Googleʼs Social Web APIBuddyPress from Automattic

Get in Touchwww.parnassusgroup.com

steve@parnassusgroup.com

teresa@parnassusgroup.com