marketing mix dsa_master_-_12.6.11[1]

2011 Direct Selling Association

Be Connected Conference

Integrating Social Media

With More Traditional

Marketing Tools Brett Duncan, Mannatech, Inc.

Andrew Leavitt, Nu Skin Enterprises

Bob McClintick, Creative Memories

Social vs Traditional Media

Social and Traditional media are not

mutually exclusive

TRADITIONAL

MEDIA

SOCIAL

MEDIA

TRADITIONAL MEDIA

&

SOCIAL MEDIA

The Merging of Communications

Web/Mobile Print

• Corp. websites

• Market websites

• Microsites

• Email

• Mobile sites

• Catalogs

• Flyers

• Advertising

• Direct mail

• Shipment inserts

• Signage

• Physical facilities &

stores

• Business meetings

• Incentive trips

• Conventions

Direct

• Blogs

• Social Media

• Mobile Apps

• Etc.

Social

What You Had to Say …

12%

31%

37%

10% 10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0 Part-time 1 full-time 2 full-time 3+ full-time

How many dedicated social media employees do you have on staff?

Socialmediastaff

What You Had to Say …

92%

41%

84% 80% 63%

4% 10% 0%

10%20%30%40%50%60%70%80%90%

100%

On what platform does your company have a social media presence?

Socialmediaplatforms

What You Had to Say …

39% 37%

22%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Yes No I don't knowwhat that means

Do you have a social listening program?

Sociallistening

LISTENING

and METRICS

Social Listening

It’s a Big, Big World Wide Web

The estimated

minimal size

of the indexed

World Wide

Web is based

on the

estimations of

the numbers

of pages

indexed by

Google, Bing,

Yahoo

Search.

The Web contains at least 9.29 billion pages

Source: http://www.worldwidewebsize.com

Cut Through the Noise & Listen

• Set up alerts for

your company

name

Google alerts is free

and allows you to set

up search queries for

keywords which

Google will then

email you whenever it

indexes those words.

• Set up alerts for

relevant products

• Set up alerts for

your website URLs

• Set up alerts for

key executives,

competitors, etc.

Cut Through the Noise & Listen

• Ability to

schedule posts

and tweets

Hootsuite’s free

version allows you to

update across

multiple platforms (up

to 5 networks) and

two RSS feeds via

your computer,

iPhone, Android

phone or Blackberry.

• Easy-to-use

dashboard

• Paid version

($5.99/mo.)

features Google

Analytics and

Facebook Insights

integration

Cut Through the Noise & Listen

• See if your brand

is being discussed Social Mention offers

real-time social media

search and analysis

along with the most

common indicators of

social media activity:

strength, sentiment,

passion and reach.

• Evaluate positive,

negative mentions

• Gauge the passion

for your brand

• Discover the size

of audience your

brand has reached

Cut Through the Noise & Listen

• Subscribe to

relevant website

RSS feeds

Google Reader

Social media

monitoring begins

with a dashboard,

and Google Reader

can get you started

down the right path.

• Monitor news sites,

competitor sites

and more

• Manage and sort

feeds by topic

• Pair it with iGoogle

for easy desktop

viewing

There's a Metric to the Madness

Market Research

Market Research

Market Research

RETHINKING

PRESS RELEASES

Social Media Press Releases

What makes a

press release

social?

Social Media Press Releases

A social press release contains everything necessary

to share and discover a story in a way that is

complementary to your original intent.

- Brian Solis

Social Press Release Case Study

• Keyword-rich,

blog-style

headlines

• Easily-

accessible,

bulleted

information

• Relevant quotes

• Boilerplate

information

• Multimedia (video,

photos, documents

and links)

• Social sharing

tools

Case Study: PR Metrics

Secured coverage

on 156 websites,

reaching a web

audience of 29

million viewers.

More than a 60%

increase in the

number of outlets

that picked up the

release over a

typical press

release

Case Study: DR Benefits

Sharing news via social

channels provides an easy

way for non-media folks (i.e.

distributors) to interact with

and share your message.

Social Media Press Releases

Do all my releases

need to be social?

Social-Enabled Newsroom

CONTENT

DISTRIBUTION

Content Distribution

Content Distribution

Content Distribution

Content Distribution

Content Distribution

Content Distribution

GOING

MOBILE

Mobile App Case Study

Flexible Framework

United States Japan

• Augments traditional

communications channels

with distributors

• Customized by market

• Dynamic content updates

• Shareable

• Linked to local and

corporate social media

accounts

(YouTube/Twitter)

Supported Platforms

iPhone iPad

Android

(and mobile web)

Nu Skin Mobile App Usage

• Launched in 25

markets and 14

languages

• More than 24,000

downloads to

date

• Additional

features planned

based on market

and user input

Mannatech Presentation App (Launching Soon)

Bridging the Media Divide

Marrying Print With Digital

I

Uniquely

trackable

QR Code

I

Uniquely

trackable

vanity URL

Get the Code (Or the URL)

Quick Response (QR)

codes are used to store …

• Website addresses

• Email addresses

• Phone Numbers

Use QR codes in …

• A presentation

• Print ads

• Company catalogs

• Business cards, handouts

Build It, Track It

• Google URL Shortener

allows you to create a

shortened URL along

with a QR Code

• Kaywa allows you to

create a QR code for a

URL, email address or

phone number

• Search “free QR code

generator” to discover

other options

http://goo.gl

http://qrcode.kaywa.com

Resources

Books • Engage! – Brian Solis

• The New Rules of Marketing and PR – David

Meerman Scott (Get the ebook)

Web Social Media Today

Mashable

Social Mention

Hubspot

Resources – Ranking

Mike’s Marketing Tools

http://www.mikes-marketing-tools.com/ranking-reports

• Enter URL and key terms to see your rankings

on major search engines.

Just for fun http://www.archive.org/web/web.php

• If you’re feeling so-so about the

website progress you’ve made,

take a trip back through time.

Resources - Keywords

Google Insight Search

http://www.google.com/insights/search/

• Tons of information, from Top 10 search terms

to rising searches to demographics.

Google AdWords Keyword

https://adwords.google.com/select/KeywordToolExternal

• Compile hundreds of keywords. See what

search terms people are using to get to your

website and how much competition there is.

Resources – Traffic Drivers

Alexa

http://www.alexa.com/siteinfo

• Find out what search terms are driving traffic.

Quantcast

http://www.quantcast.com

• Monitor keywords and audience demographics.

Compete

http://www.compete.com/

• Monitor your traffic and competitor traffic.

THANKS

Content Distribution

Happily Ever After Photo Contest!

New

fans/followers:

7,700+

Total newsfeed

impressions:

6,299,417

Daily active

user increase:

48%

Total contest

page visits:

96,384

Marketing to Drive Awareness

Facebook Fans

12%

70%

Post Interaction

Edge Rank

Jan. 2011 = 7

Feb. 2011 = 17

Mar. 2011 = 16

Apr. 2011 = 29

May 2011 = 24

Edge Rank is the algorithm

used by Facebook to

determine what content

shows up in user’s news

feed. The better the score,

the larger the impressions.

Marketing to Drive Awareness

Total Blog

Posts:

30

Bloggers Get Onboard to Promote Contest To create buzz, mommy and craft bloggers were offered

two free copies of Nancy’s Full of Love book: One to

keep and one to give away to one of their readers.

One Thing Leads to Another …

Rachael Ray Show Appearance As a result of the Royal Wedding contest, Creative Memories had the

opportunity to pitch a London album to Nancy O’Dell for a May 9

Rachael Ray Show appearance.

• Creative Memories gift bag

given to audience

• More than 4 minutes in front

of an estimated 2.6 million

daily viewers

• 700+ Creative Memories

fans respond to Facebook

scrapbooking question

And Then The Madness Hit …

• Voted Minnesota’s best

brand in July 2011

• Social efforts help us surpass

some iconic brands

• Featured in a Social Media

Examiner white paper plus

other print, online mentions

• Featured in Direct Selling

News September, November

editions

What Did We Learn?

• Social media is a deep and rich channel –

and a valuable complement to traditional

marketing

• Social media is a great equalizer • David can win against Goliath

• Social media gives brands the opportunity

to observe, listen, engage, learn, adapt

• Loyalty and engagement are an essential

and invaluable piece of the puzzle