using social media for dm goals
DESCRIPTION
Slides from the presentation by Steve Broback and Teresa Valdez Klein of the Parnassus Group to the Seattle Direct Marketing Association on March 5, 2008.TRANSCRIPT
![Page 1: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/1.jpg)
Using Social Networking to
Achieve DM Goals
![Page 2: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/2.jpg)
Who Are We? The Parnassus Group Steve Broback Teresa Valdez Klein
![Page 3: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/3.jpg)
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
![Page 4: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/4.jpg)
Brand/Buzz Monitoring
![Page 5: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/5.jpg)
Social Media Defined In comparison to traditional media (and Web 1.0), online social media is: Perpetuated Web-enabled content of a conversational nature.
![Page 6: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/6.jpg)
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.
![Page 7: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/7.jpg)
Examples of Social MediaTwo distinct waves so far
![Page 8: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/8.jpg)
The First WaveBlogsWikisDiscussion groups/bulletin boardsInstant Messaging
![Page 9: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/9.jpg)
The Second WaveSocial networks: Facebook, MySpace, LinkedInTwitter/Jaiku/Pownce
![Page 10: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/10.jpg)
“Recession Proof” Marketing(?)
![Page 11: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/11.jpg)
Let’s Talk DM!We want to generate leadsWe want to message those leadsWe want to convert those leadsHow do we get started???
![Page 12: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/12.jpg)
Not So Fast…
![Page 13: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/13.jpg)
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
![Page 14: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/14.jpg)
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?
![Page 15: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/15.jpg)
Blogs: Social Media 1.0Drive trafficBuild an email/prospect listClose sales
![Page 16: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/16.jpg)
Searchers are ShoppersAmazon: The original bloggers(?)Are you buying Google ads?Harris Interactive study “The Blogosphere is not a used car lot.”
![Page 17: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/17.jpg)
Building a List From Your BlogCommentersEmail SubscribersBloggers who link to you
![Page 18: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/18.jpg)
Selling with a BlogLinking to buyersEngaging with supporters and detractorsPublishing testimonialsCase studies
![Page 19: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/19.jpg)
Facebook: Social Media 2.0
![Page 20: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/20.jpg)
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
![Page 21: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/21.jpg)
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?)
![Page 22: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/22.jpg)
Facebook AnatomyProfile Page
![Page 23: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/23.jpg)
Facebook AnatomyNews Feed
![Page 24: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/24.jpg)
Facebook AnatomyIn Box (Mail!)
![Page 25: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/25.jpg)
Facebook AnatomyNotifications
![Page 26: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/26.jpg)
Facebook AnatomyUpdates
![Page 27: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/27.jpg)
Facebook AnatomyGroups
![Page 28: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/28.jpg)
Facebook AnatomyA group page
![Page 29: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/29.jpg)
Facebook AnatomyA group page
![Page 30: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/30.jpg)
Facebook AnatomyEvents
![Page 31: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/31.jpg)
Facebook AnatomyAn event page
![Page 32: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/32.jpg)
Facebook AnatomyAn event page
![Page 33: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/33.jpg)
Facebook AnatomyApplications dashboard
![Page 34: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/34.jpg)
How Are Marketers Using FB?Engage with clients/prospectsEngage with existing groupsCreate and manage groupsCreate Fan PagesBuy social ads
![Page 35: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/35.jpg)
How Are Marketers Using FB?Sponsor a giftBuy bannersAffiliate program integrationCreate an applicationNewsfeed announcementsRecruiting
![Page 36: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/36.jpg)
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!
![Page 37: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/37.jpg)
Getting StartedSign upNotify friends (be careful!)Join a group or twoTry out a basic application like posted items
![Page 38: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/38.jpg)
How Can You Message FB Members?
EmailNews feedRequestsThe WallDiscussion forums within groupsNotesNotifications (from applications)
![Page 39: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/39.jpg)
What’s NextOpenSocialMySpace“The Social Web”Googleʼs Social Web APIBuddyPress from Automattic
![Page 40: Using Social Media For Dm Goals](https://reader034.vdocuments.us/reader034/viewer/2022051816/5462dcbdb1af9fbc4d8b5335/html5/thumbnails/40.jpg)
Get in Touchwww.parnassusgroup.com