Jim Gilbert, CEOGilbert Direct Marketing, Inc.

August 18, 2011

Direct Marketing ROI: Return on Intelligence

Social media for fun and profit

Who is here today?

• Non profit?• For Profit?

Why we do what we do…

"There is only one valid definition of business purpose – to create a customer.

Companies are not in business to make things… but to make customers.”

-- Peter F. Drucker

But first a confession!

Q. What is the most important element of social media

marketing?

A.

Engagement!

Goals of every social media marketer

• Engage:– Draw them out!– Get them involved!– Tug at their heartstrings

– Tell a story!!!!

Immutable law of social media #1

• The deeper the level of engagement, the deeper the trust/bond with your company!

• How engaged are your social media fans?

So how do non-profits profit?

• 5 ways– Open the floor – ask opinions? – Speak in a real voice. Add some personality and

flavor!– Run a narrative – tell stories!– Don’t just push out information… that’s boring!– Creative contests/giveaways – partner with like

minded brands• Jewish Federation… kosher restaurants• And so on!

So how can non-profits profit?

• Some examples…

Example # 1 Greater Miami Jewish Federation• Room for larger image and

positioning statement on left.

• Use Twitter, flickr, youtube and others well.

• Very little engagement – just pushing info

• Not asking people to engage, no two way street.

Example # 1 Greater Miami Jewish Federation• Where’s the comment, or

like on other peoples posts?

Example # 1 Greater Miami Jewish Federation• On Twitter is a great place

to start relationships, have conversations.

Example # 1 Greater Miami Jewish Federation• Great engaging home page

but where are the social media icons?

• All visitors must be captured and jump into a bucket

• Continue the conversation with them until they “buy”

• Be a star! Love it!

Example # 1 Greater Miami Jewish Federation• You have to look on the

bottom of the page for the social icons?

• Working way too hard!

Example # 1 Greater Miami Jewish Federation

Coral Springs Museum of Art Inc.• Bigger image

• Youtube videos from events

• Events not used

• Local artist competition?

• Don’t push info… engage! Tell stories!

Coral Springs Museum of Art Inc.• Only FB found.

• Web java errors on inside pages

• Links as PDF’s not pages.

• Love the summer camp!

• Put the store online.

• How can you engage these people?

Neighbors 4 Neighbors

• How can you engage these people?

• How can you inspire to action?

• So many people who have been helped

• Tell the story, tug the heartstring.

• Where are the videos?

Neighbors 4 Neighbors

• Share on homepage allows you to share page not go to your FB page, twitter etc

General tips Facebook

Beknown is a Facebook app that tries to do what linkedin does.

General tips Facebook

Branchout is another Facebook app that tries to do what linkedin does.

General tips Facebook

Branchout is another Facebook app that tries to do what linkedin does.

Facebook ads

• Can be hit or miss• Effective in driving targeted traffic• Target by:• Geography• Interests (dieting, kosher)• Work (where)• Education type• Connected to people, businesses

General tips Facebook

Facebook groups still viable – allow for private communications within a network

General tips facebook

• Facebook a great place to create affinity pages. Examples for diet company:– Diabetes page– Women/Moms page– Executive lifestyles page– Business health

– What can you think of that has an affinity to your business?

General tips Linkedin

Start a group! Position yourself and your company as thought leaders!

General tips Linkedin

DM Q&A group has 1,300 marketers in it.

General tips Linkedin

Create a page for your business on linkedin

General tips Google +

Is this the future of social media?

General tips Twitter

• Give to get – set yourself up as thought leader• Push articles of interest• Two way street – communicate, build

relationships.

General tips YouTube

• Behind the scenes• News• Messages• Personal communication with company and

customers• Fun

Youtube fun and relationship building

Youtube fun and relationship building

Don’t forget

• Plaxo – another communications platform• Private bulletin boards (PHPBB) • Paid tweets – celebs and ad.ly

Questions…

• Your turn

Want a copy?

•Drop me a card and I will email you a copy of this presentation!

Thank you!• Gilbert Direct Marketing– Jimdirect@aol.com– @gilbertdirect– Gilbertdirectmarketing.wordpress.com– 561-302-1719