marketing mix dsa_master_-_12.6.11[1]
DESCRIPTION
Marketing Mix BEConnected ConferenceBob McClintick, Creative MemoriesAndrew Leavitt, Nu SkinBrett Duncan, MannatechTRANSCRIPT
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
• 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