m-cause

Direct marketing vs social media marketing–rarely have I seen campaigns that elegantly integrate both. Often, the direct marketing approach (normal mail/post, email, etc.) and social media approach (forums, communities, etc.) are not fully in sync.  And really, both seem to be quite different in their approach anyway.  Direct marketers are more, well, direct & “push oriented” while social media marketers try to slip their messages in through the back door, causing a “pull effect”.  Trying to mix & match these approaches is indeed tricky business!

As online marketing complexity increases and agencies fragment into ever deeper levels of specialization, finding providers who offer truly holistic solutions is becoming more and more challenging for companies.  Integration is badly needed, however, as online behavior varies…some prospects are just not that responsive to e-mail/normal email, while others are, etc.  Other prospects are using social media channels like crazy and others aren’t…

Does anyone have a good case study on this topic?

Below I attached a great rundown of the classic Direct Marketing offer vs the Social Media Marketing approach.  This list was taken from Lee Odden at the Online Marketing Blog.

Direct Marketing Offer

* Develop top level messaging
* Research and build an email list
* Acquire snail mail lists and segment
* Create and implement a series of email offers to the list with landing pages
* Create and implement a series of direct mail pieces
* Setup and run PPC campaign(s) with landing pages
* Craft story and press releases
* Research publications for planned stories and journalists covering the topic
* Distribute optimized press releases via wire services
* Pitch story to industry and regional publications, editors/journalists
* Leverage coverage from pitching as part of final email promotions
* Solicit feedback from those signing up and use as testimonials for subsequent promotions

Social Media Offer

* Monitor discussion on social communities and networks for key conversations, keywords and topics
* Identify top concerns relevant to what the company is promoting and develop messaging for solution
* Identify influentials in the social communities, bloggers and authorities - ask them their opinion
* Identify media types most often used with topics and communities - text, video, image, podcast as well platforms for communication: blog posts, comments, microblogging, status updates, social network notes, social news and bookmarking and as possible, direct messaging and IM
* Create messaging specific to media type and platform as way of sharing information about the offer
* Create content destinations that explain the offer and that also offer the opportunity to interact, share opinions and comments - blog posts, video, event pages on social networks (like a landing page, but focused on being informative and encouraging discussion, not salesey)
* Reach out to influentials on a one to one basis, recognizing them for sharing their opinion, explaining the offer and your goals - ask them to join in in spreading the good word. Explain what’s in it for them and what’s in it for the community.
* Monitor the communications that result in the most signups and provide feedback on progress
* Offer influential bloggers a “free pass” to blog the event or a preview of what’s being offered
* Recognize participation and contribution to reaching goals
* Continue to engage interested participants and communities