Introduction: Making Direct Marketing Social . . . . . . . .
. . . . . . . . . . . . . . 6
Section 1: Introduction to Social Media. . . . . . . . . . .
. . . . . . . . . . . . . . . 11
- What is Social Media?
- Which Platforms are the Best?
- Who is Using Social Media?
Section 2: Why Social Media for Direct Marketers? . . . . .
. . . . . . . . . . . 20
- Delivering the One to One Promise
- Creating Stronger Customer Relationships
- Reducing Marketing and Operational Costs
Section 3: Creating the Best
Strategy for Your Company
or Organization . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
- Start with a Detailed Plan of Action
- Find Your Customers Online
- Setting Realistic Goals, Objectives, & Expectations
Section 4: Establishing a Social Media Presence. . . . . . .
. . . . . . . . . . . 39
- Staying True to Your Corporate Culture
- Giving People a Reason to Join Your Community
- Finding the Right Mix of Social and Direct
Section 5: Analytics that Measure Effectiveness . . . . . .
. . . . . . . . . . . . 51
- Metrics that Matter
- Dealing with Discrepancies
- Measuring the Unknown
Section 6: Integrating Social Media and Direct Marketing . .
. . . . . . . . . 60
- Choosing the Team
- Four Levels of Participation
- Tools to Maximize Productivity
Conclusion: The Best Social Media and Direct Marketing Strategy . . . .
71
