9

 Immutable  Laws  of  

 
Social  Media  Marke7
ng    
f
(the  more  things  cha
or   2013  
nge,  the  more  they  sta
y  the  same)    
 

Presented  by  James  Gilbert,  CEO  

October  13th,  2013  
 Just  who  do  you  think
 I  am?  
•  30  +  year  history  in  DM  (old  school  >  new  school)  
•  CEO,  Gilbert  Direct  Marke7ng,  Inc.  
•  President,  Florida  DMA  
•  Professor  Direct  Marke7ng  
•  Author  Target  Marke7ng  Group  
•  Return  on  Intelligence  column  
•  Guide  to  Social  Media    -­‐  Content  

@gilbertdirect  
 “What can I e
xpect from Social
Media?”
“What kind ROI will I get?”
“I tried social
media and gaine
d"
No Customers
!”

 Orienta7on    
(What  these  laws  are  rea
 
lly  about!)

"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

Transla7on
?  
One  Word..
.  
Engage m e nt!  
 
e   D M   Pro m i s e  
Fulfill   t h
of  true   2   w a y  
i c a 8 o n s
commun
 
 Social  Media  Law  #  1    
 
•  The  deeper  the  level  of  
engagement,  the  deeper  the  
trust/bond  with  your  company!  

•  Nothing  happens  without  engagement!    

•  How  engaged  are  your  social  media  fans?  
 The  Law  of  Engagement!    
 
•  The  goals  of  every  social  media  
marketer...    
–  Engage!  
–  Draw  them  out!  
–  Get  them  involved!  
–  Tug  at  their  heartstrings  

–  Tell  a  story!!!!  
–  Create  drama!!!!  
The  Law  of  Engagement!    
 
The  8  stages  of  engagement  
   
•  Brand  impression  
•  Like  –  casual  listener  
•  Like    -­‐  engages  
•  Super  like  –  engages  oKen  
•  Minor  brand  advocate  –  recommends  brand  
•  Super  brand  advocate  –  recommends  brand  and  sells  product!  
•  Dislike  –  disgruntled  like  of  advocate  –  goes  away  
•  Super  dislike  (engaged  dislike)  –  goes  away  and  talks  about  brand  in  a  
nega8ve  way  
   
•  Goal  move  from  1  –  6  
•  Goal  move  back  from  7  and  8  to  6  
 
 
 Case  Study  –
 The  Fresh  D
iet  
•  About  
The  
Fresh  
Diet  

•  Focus  on  
Facebook  
 Good  news!  
•  Facebook  now  allows  contest  to  be  
done  right  on  the  7meline!  
–  3rd  party  apps  no  longer  needed  
–  Engaging  fans  easier  without  “middle-­‐man”  

–  S8ll  some  confusing  rules  so  review  before  

implemen8ng!  
 Not  So  Good  New
s!  
• FB,  social  glut  
• Engagement  more  difficult  in  
2013!  
• But  mom  all  the  cool  kids…  
• Ok  back  to  the  case  study  
 Level  of  effec8veness  =  0  
 
• November 2009:  

94  fans  
 Level  of  effec8veness  =  100  

• December  2010:  
24,195  likes  
That’s  a  lot  more  than  
nutrisysem!  
 Level  of  effec8veness  =  ?  

• Present:  
66,000  likes  
Stagnant!    
 Building  our  brand  via  Facebook  
•  Our  Facebook  page  is  our  calling  card.  
•  Many  8mes  we  prefer  to  send  to  FB  over  web    
•  More  powerful  than  our  website  
–  People  see  engagement  and  want  to  join  in  
–  People  see  happy  customers  and  order!    
•  Beyond  our  “likes”  thousands  of  people  check  
us  out  on  FB  daily.      
Don’t  be  an  
info  
       pusher!  
 How  we  got  there  –  Goals!  
•  Main  goal!  
•  Put  a  human  face  on  the  nameless  faceless  
corporate  en8ty  
•  Dis8nguish  ourselves  from  big  corps  
•  We  are  real  people,  promo8ng  a  healthy  
lifestyle  
•  People  respond  to  real  
 How  we  got  there  –  Goals!  
•  Build  rela8onships  -­‐  Build  engagement  
•  Speak  in  a  real  voice  
•  Develop  trust  
•  Give  to  get  world  
•  Time  spent  on  site  =  engagement  
•  Engagement    =  Sales  
•  Sales  +  Engagement  =  Advocacy  
•  I  tease  people,  draw  them  out,  call  them  out,  etc  
 How  we  got  to  66K  –  the  basics  
•  Call  center  
•  Collateral  Material  
•  Mailers  
•  Email  signatures  
•  Email  newslegers  
•  Any  place  we  can  think  of  
 How  did  we  get  there?  
Facebook  
 
ads  
•  Can  be  hit  or  miss,  but  test!  
•  Effec8ve  in  driving  targeted  traffic  
•  Targe8ng  beger  but  s8ll  needs  work  
•  FB  rolling  out  beger  targe8ng  
•  Boost  Posts  
•  Retarge8ng!  Remarke8ng!  
 Step  2  building  engagement  
•  Back  in  the  day…  
•  It  started  with  a  single  contest.  
–  Carbometer    
•  Ran  contests  every  day  of  the  week  
 Contests  mean  to  us…  
•  A  way  to  seed  the  market  with  food  
•  A  way  to  have  people  come  back  and  give  
posi8ve  feedback  
•  The  Give  to  get!  

•  An  engagement  tool  
•  Fun  –  draws  people  out  
 Contest  examples  

•  Plate  your  
favorite  
meals  
 Contest  examples  

•  Halloween  costume  
contest  
 Contest  examples  
•  Mo8va8on  
poster  
contests  
 Contest  examples  
•  Fresh  Diet-­‐ize  a  Beatles  Lyric  (in  honor  of  John  
Lennon)  
•  Fresh  Diet-­‐ized  Haiku  

 
 Contest  examples  
•  Video  
contests  

•  This  
contest  
coined  the  
phrase,  
“the  fresh  
diet  
delivery  
fairies?  
 Contest  examples  
•  Ultra  secret  
contests  
–  My  excuse  
to  give  
away  food  
•  Any  old  
contests  
–  Banner  ad  
Contests  Recipe  winner  
Any  Excuse  for  a  contest  
 Social  Media  Law  #  2    
 
•  Brand  +  Channels  =  Revenue.    
–  The  more  channels  a  consumer  interacts  with  
your  brand  in,  the  more  likely  they  are  to  buy.      
–  Offering  mul8ple  engagement  channels  allows  for  
consumer  self  selec8on  of  preferred  channels.    
–   Being  in  the  right  social  media  channels  based  on  
your  market  increases  channel  interac8on.  
We  do  a  lot  of  video  
YouTube  fun  and  rela8onship  building  
 Building  Traffic  –  Fans  and  Likes  

Ad.ly  network  
allows  you  to  buy  
paid  tweets  from  
celebri8es  
 
Gained  400  fans  
in  one  day  
 Building  Traffic  –  Fans  and  Likes  

Tie  ins  with  other  

sites  drove  major  
traffic  and  likes  
 
We  did  this  one  in  
conjunc8on  with  
a  freebie  every  
day.  
 Building  Traffic  –  Fans  and  Likes  

Tie  ins  with  other  

sites  drove  major  
traffic  and  likes  
 
We  did  this  one  in  
conjunc8on  with  
a  freebie  every  
day.  
 Building  Traffic  –  Fans  and  Likes  

Paid  tweets  from  

Heidi  Montag  
promo8ng  a  
contest  drove  
fans  and  contest  
entries  
 Building  Traffic  –  Fans  and  Likes  

Using  the  @  sign  

drives  traffic  
 
This  post  ran  on  
TFD  and  Holly  
Madison’s  FB  
page  at  the  same  
8me  
 Social  Media  Law    #  3    
 
•  Brand  +  7me  +  channels  =  advocates.    
–  Consumers  spending  8me  in  mul8  channels  
breeds  customers  more  likely  to  become  brand  
advocates  and  influencers.      
–  This  is  the  new  mul8channel  marke8ng  model  for  
the  21st  century.      
–  Social  media  creates  brand  advocates  and  turns  
peers  into  your  best  salespeople.  
 Engagement,  our  customer  take  over  

In  a  social  media  driven  world  –  people  buy  from  their  

peers!  
 Engagement  our  customers  take  over  
•  In  Orlando  
•  Customers  ran  contests,  promoted  specials  
answered  CS  Q’s  
•  Our  customers  would  walk  through  fire  due  to  
the  trust  we  have  built.  
•  We  ask  people  from  FB  to  do  interviews,  show  
up  at  events,  etc…  even  be  on  TV.  
 Customers  take  over  

Fresh  never  
frozen  
 Social  Media  Law    #  4    
 
•  The  exponen7al  search  factor.    
–  Social  media  increases  your  search  engine  
rankings,  and  when  combined  with  your  website  
drives  addi8onal  traffic  via  organic  search.  
 Social  Media  Law  #  5    
 
•  The  new-­‐fangled  customer  service  
factor.    
–  Consumers  choose  their  contact  preferences.      
–  Brands  not  having  mul8ple  channels  for  customer  
service  risk  losing  customers.      
–  Consumers  expect  instant  gra8fica8on  and  social  
media  delivers.  
 Facebook  as  a  customer  service  tool  
•  Our  Sales  and  CS  people  inhabit  our  page  
•  Customer  service  is  no  longer  limited  to  the  
call  center!!!  
•  When  ques8ons  get  asked,  we  answer  ASAP  
–  Speed  and  agility  in  a  social  media  world  
–  If  we  don’t  answer  fast  enough,  we  get  grief  
 Facebook  as  a  Customer  Service  tool  

When  issues  come  up  

we  must  address  them  
with  speed,  agility  and  
accuracy,  otherwise  we  
will  get  skewered  
 Facebook  as  a  Customer  Service  tool  

When  issues  come  up  

we  must  address  them  
with  speed,  agility  and  
accuracy,  otherwise  we  
will  get  skewered  
 
 
We  took  a  bea8ng  due  
to  the  snow  in  the  NE  
 Social  Media  Law    #  6    
 
•  The  behind  the  scenes  factor.  
–  People  don’t  buy  from  brands  -­‐  they  buy  from  
people.      
–  Social  media  puts  a  human  face  on  the  faceless  
corporate  en8ty.      
–  The  biggest  opportunity  around  social  media  is  to  
allow  people  to  connect  with  your  employees  as  
peers.  
 The  da ys   of   “ b ig  
s  c or p . ”  ar e  ove r !  
anonymou
 Bio’s  of  
our  
employees  
bring  
customers  
closer  to  
the  
company  
 Build  involvement  and  trust  
Be  Transparent  
 
Go  behind  the  
scenes  
 Bringing  our  customers  closer  

Image  done  by  one  of  

our  customers  of  our  
CEO  Zalmi  Duchman.  
 
He  is  officially  Zman  or  
Zuperman  to  our  fans  
Again,  we  do  a  lot  of  video  
 Social  Media  Law    #  7    
 
•  Trust  is  the  new  black.    
–  The  aforemen8oned  laws  allow  consumers  to  
build  or  rebuild  trust  if  done  correctly.      
–  Social  media  harkens  back  to  the  days  of  the  
corner  store  where  consumers  and  brands  had  a  
cordial  rela8onship.      
–  Social  media  builds  rela8onships  over  8me.  
 Trust?    Our  involvement  devices  
•  Delivery  fairies  
•  Fearless  FB  leader  
•  Overgiving  
•  We  let  our  customers  run  and  judge  contests  
•  Brand  everybody  
•  Make  fun  of  ourselves  
•  Have  all  get  involved  in  company  
•  Ask  ques8ons,  involve  customers  (bag,  slogans)  
 Building  Trust  –  Random  Freebies  
•  Every  day  we  give  food  away  randomly  on  FB.      
•  Other  8mes  we  just  give  it  away  for  no  reason  
•  Is  it  expensive?    Sure,  but  the  rewards  are  
enormous  
–  People  are  always  promo8ng  us  to  our  friends  
–  Another  way  we  seed  the  market  and  drive  
posi8ve  reviews  
 
Build  involvement  and  trust  
Give  to  get  –  Random  Freebies  
 Social  Media  Law    #  8    
 
•  The  online  reputa7on  factor.    
–  Whether  you  like  it  or  not  consumers  are  talking  
about  your  brand.      
–  Social  media  is  the  great  neutralizer.      
–  It  allows  your  company  to  seek  out  nega8ves  and  
turn  them  into  posi8ves  via  reputa8on  
management  and  communica8ons.  
Rep  is  everything  
Rep  is  everything  
 Social  Media  Law    #  9    
 
•  The  7me  spent  factor.    
–  Customers  are  not  always  ready  to  buy.      
–  Social  media’s  eight  other  immutable  laws  
prepares  customers  over  8me.    
 Social  Media  Law  #  9    
 
•  Engagement  +  7me  +  trust  =  
revenue.    
–  When  we  run  sales  on  FB  sales  come!  
–  Use  promo  codes  to  track  
–  Customers  do  the  selling  for  us.  
•  Must  try  this!  
 Get  a  copy…  

•  Drop  me  a  business  card  and  I  will  

send  you  a  copy  of  this  preso!  

–  Feel  free  to  pass  it  along  too!  

Thank  You!  
How  to  reach  me…  
jimdirect@aol.com    
@gilbertdirect  
561-­‐302-­‐1719  
www.linkedin.com/in/jimwgilbert