Online Marketing Blog - Latest Comments in How Direct is Social Media Marketing?

Re: How Direct is Social Media Marketing?

Peters — Fri, 10 Jul 2009 16:44:23 -0000

I disagree... I think people can use blogs for marketing if they want to. To be a true medium of free speech, people should be able to say what they want on blogs, and advertising products is one of the things people can want to say. And it's effective. Spreading marketing through social channels is the best way to do it, if it can be pulled off, and with the entry cost for this being so small, why shouldn't small businesses try it? AdWido, for example, enables people to cheaply build up exposure for their videos, products, and websites.

Re: How Direct is Social Media Marketing?

Christopher — Fri, 03 Jul 2009 10:58:44 -0000

Blogs are social tools, they should not be used for marketing in my opinion. :(

Re: How Direct is Social Media Marketing?

Stephanie Valentine — Tue, 30 Jun 2009 21:54:04 -0000

Hmmm ... the jury is still out on that. Feels like we are way in the bleeding edge early adopter stage and that a lot of bumbling is going on. Sure, I think direct marketing can be social, but like people, there aren't that many that can do it with the required finesse. Most people will lose patience with the indirect nature of social media before long and jump the gun with a scammy approach. I'd love to see it done well, but haven't except with a few exceptional people who manage to maintain personal relationships with about 5,000 people. Highly unusual, don't you think?

Re: How Direct is Social Media Marketing?

Ben Stier — Tue, 30 Jun 2009 13:52:37 -0000

IMO To say that companies using Direct Marketing tactics are unaware of Social Media is untrue. These companies are well aware of social media tactics, I see it every day in my face book, free twitter apps, and blog's featuring network advertiser bar's, ads piled upon ad's, most from these folks. They just use it the way it works for them, just like I (and most of us) use it in a way it works for us.

Sure, they might not be aware of all the tertiary benefits of the soc media highway, they are however aware of the benefit to DM.

Re: How Direct is Social Media Marketing?

Alan Kang — Tue, 30 Jun 2009 04:35:37 -0000

Great informative point. Yeah, social marketing and direct marketing looks a bit same, but i think, web 2 social marketing is more convenient, building relationship for long term and client will be more free to express themselves compared to direct marketing (which mostly become more like forceful sales).

Re: How Direct is Social Media Marketing?

graham — Mon, 29 Jun 2009 11:22:45 -0000

I agree marketting to get on google is what really matter however social media will help you to be higher in the google results it depends on your market really

Re: How Direct is Social Media Marketing?

Chuck Bothe — Sat, 27 Jun 2009 02:18:09 -0000

Social media (like Facebook) will provide innovative people with an entirely new platform with which to launch multi-million dollar businesses. How these innovative people will accomplish it will be new and today's best practices will have little if anything to do with how they did it. I have some ideas on how this is going to happen (very soon, I might add). The better question to ask is what is possible now that Facebook, for example, exists? This is the question people who will make millions of dollars are asking and acting on now.

I think all of you guys and gals are barking up the wrong tree. That is, you are looking where you always look and it ain't there!

Re: How Direct is Social Media Marketing?

Brian Clark — Thu, 25 Jun 2009 17:59:12 -0000

People seem to forget that blogs are social media too. Maybe it makes more sense in that context.

Re: How Direct is Social Media Marketing?

Mark — Thu, 25 Jun 2009 16:03:34 -0000

I think the biggest thing to remember is that it's a different environment. We expect and dare I say, want DM on television and Billboards. On-line we expect to be wooed through relationships and interactive "marketing". Online we want to be a part of tribes and if that tribe leads us to purchasing something, so be it. It's just a different environment and trying to act in one environment the way you act in another is plain old dumb.

Re: How Direct is Social Media Marketing?

George — Thu, 25 Jun 2009 07:48:12 -0000

Stick with the major search engines. When people are looking for goods or services, more often than not, they will use a search engine to find it, not facebook, myspace or youtube.

Re: How Direct is Social Media Marketing?

Tully — Thu, 25 Jun 2009 02:09:47 -0000

Babette is on the money. Some of my clients twitter, some well and some, like me terribly poorly. One lady I have is a marketer and she absolutely says nothing about her business, yet her "content" now brings her more daily visitors to her site than her brand name searches on Google. So there is definately something to it, but getting the right balance is about as difficult as working out if the twitter visitors convert directly or indirectly into sales or work...or is word of mouth on the internet a new passive time bomb. The longer you are around and in someones head, the more likely they are to drop your name to someone who will use you?

Re: How Direct is Social Media Marketing?

Babette Burdick — Wed, 24 Jun 2009 18:48:18 -0000

Lee,

Kudos again for hitting the nail on the head, especially when you say:
"Companies that rush into a social network with sales offers is a classic example of an inappropriate use of direct marketing tactics on the social web."

I was reviewing my Twitter followers and drilling down on some of their chatter. One company looked like they apparently had asked any employee with a Twitter account to Twitter about a new engineering conversion chart that they were featuring hoping to reach any body, anywhere, anyhow.

Just as there are rules of engagement for the Internet and website development best practices, so also are there rules for engagement in social marketing and networking.

The above company (which shall remain nameless) jumped on the bandwagon without understanding who and what and why they were Twittering. And they are not alone. There are so many people hawking their wears via Twitter - even seasoned professionals and thought leaders - that it cheapens their message. And their Personal Brand.

Is it possible to over-Twitter? It's important to seek a balance between announcing sales offers and services and sounding like a street vendor.

Time to take a step back and reconsider objectives, deliverables and just plain style.

Re: How Direct is Social Media Marketing?

Lee Odden — Wed, 24 Jun 2009 09:46:21 -0000

Thanks Andi, I think I need to add a favorite comment widget, b/c yours would get my vote.

Re: How Direct is Social Media Marketing?

Andi Narvaez — Wed, 24 Jun 2009 01:23:53 -0000

And I think the reason they would dwindle away is because social media's focus is on building relationships. Providing valuable information and services to pull in customers. And that valuable information is not product / service info that drive sales, but rather valuable information that will position the brand, product or service so that once the customers are at the crucial decision-making point the choice will be a no-brainer because the brand has remained top-of-mind thanks to its interactions with them via social media.

Direct marketing's focus in on pushing information drive conversion and purchases with incentives like coupons, discounts... Customer relationships like those that develop at the social media level are not the focus here. There really is no feedback loop. I think that's the key difference.

But I also agree with Lee in that it's a matter of definitions and semantics. If you redefine direct marketing to fit the context of social media it changes the debate entirely.

Re: How Direct is Social Media Marketing?

Anthony Bloch — Tue, 23 Jun 2009 19:19:17 -0000

I would rather receive direct messaging in a social media format like Twitter then in my email box. I find email marketing is abused and my mail box spammed with unsolicited messages that pile-up in my junk mail folder.
Many companies disregard CanSpam regulations that require double-opt in procedures to be follwoed.

Many times, I will be Spammed by some company that has me on alist just because I'm on a merchant email list for something unrelated to receiving marketing messages form that merchant.

Social media sites like Twitter are fair game for direct messaging because the people who view your messages have to chose to follow you. If they choose to follow you, they know your intent, so they want to receive your marketing messages.

If they don't want your messaging they will choose not to follow you.

For me it's that simple.

Re: How Direct is Social Media Marketing?

Cyrillicus — Tue, 23 Jun 2009 18:56:11 -0000

I agree with Brian Clark, "Just because some people do social media marketing wrong by “rushing in with sales messages” does not mean it’s not direct marketing. It’s an evolved form of direct marketing (you and I both practice it), and it works."

But I do think social media should not be used to spam with offers, isntead used to open dialogue with like minded folks, share knowledge (even about products), etc. Some companies create a group on Flickr, and that particular company isn't spamming the members with brand new product offers. Instead the name of the company is up and that in itself is enough to a certain degree as this company has now engaged a community to revolve around it's own name.

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 16:14:58 -0000

On an individual basis, people aren't looking to market or be marketed to within social communities.

Companies can provide useful content and experiences which can result in goodwill, branding and both direct and in-direct sales. Companies can market products and services via social channels, they just need to emphasize providing value and education first. Show customers how they can benefit from a product/service, show them all the interesting ways to use it and encourage feedback and even crowdsourcing for innovation.

There's nothing wrong with promoting and marketing on social channels as long as the brand has listened and become a participant first, is transparent about their intentions, the community is actually interested in it and there's an emphasis on providing value - not just selling.

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 16:10:05 -0000

That's right Greg, it means participation.

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 16:03:16 -0000

Great observation and examples Neil. Thanks for the link to DMA's Social Media Segment too.

Re: How Direct is Social Media Marketing?

Brian Clark — Tue, 23 Jun 2009 15:58:04 -0000

When it comes to social media, I think there are stupid marketers and smart marketers, period.

And the DM industry does know about social media, it's just that most of them think it's not worth it. Let them keep thinking that. :)

Re: How Direct is Social Media Marketing?

Neil O'Keefe — Tue, 23 Jun 2009 15:46:48 -0000

Lee,
Just like anything in this world Social Media comes in many forms. Some of it is more business driven than others. Look at some of the top Tweeters out their: Obama,CNN, Ashton Kutcher - each with a very different message. Then you have Amazon MP3 and Zappos. Two brands addressing the medium with very different approaches.

Social Media is most definitely a place for direct marketing, but make sure you are relevant or watch your friends and followers dwindle away.

Neil
http://www.the-dma.org/segm...

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 15:01:49 -0000

Marketing directly to me, is creating a relationship on a 1 to 1 basis with customers.

Direct marketing has been more about broadcasting offers to an audience - albeit segmented and with customized promotions.

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 14:59:41 -0000

It's unavoidable sure. There are plenty of opportunists that will push to see what pushes back without any need to build equity. If it works for them, salesy promoters will keep at it. If not, they'll find something else.

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 14:57:41 -0000

Mike, regarding "So, if the connection that companies make with their clientele via social media is specifically for the purpose of direct marketing (e.g., please sell to me and give me a deal), the two would seem to intersect."

I agree, especially when the company is transparent about their intentions.

Re: How Direct is Social Media Marketing?

Lee Odden — Tue, 23 Jun 2009 14:55:54 -0000

Claudio, your English is great, thanks for the comment. What it comes down to, is companies need to invest in participation and creating something of value to earn customer trust. Then make it easy to "opt in" to a direct marketing/sales conversation.