Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Hunkeler Innovationdays     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Digital Innovations Seeks to Make Social Impressions

Published on December 6, 2011

Kate Dunn with Digital Innovations Group talks about how they incorporate social media into their direct marketing campaigns and how those tactics can differ for B to C or B to B target audiences.

Hi, I’m Kate Dunn with Digital Innovations Group and I’ve been asked to talk a little bit about how social media plays into our role.  Think there’s multiple different ways to look at that. It’s clearly something that needs to be incorporated into overall marketing strategy for your client but it depends which tactics you use on whether it’s a B to C or B to B company that you’re working with.  But it is something that is an inexpensive channel and should be a foundation or an overlay to any other direct marketing strategy that you’re trying to employ.

So for instance, if you’re doing a direct marketing campaign that’s going to push people with direct mail and email and landing pages, but they do have a significant fan base then you want to make sure that that message is also replicated on Facebook or if they’re using Twitter, Twitter is another good venue to replicate that message and reinforce what is coming across in the direct mail cross-channel campaign.

Now I also believe that social media is a tremendous asset for us as salespeople in terms of research and getting to know your clients and their voice and the opinions and thought processes of the decision makers that you’re trying to contact.  And in a B to B world really LinkedIn is your primary element there and it offers us in the industry a tremendous opportunity or way to really position ourselves as thought leaders and subject matter experts on what we do.  So LinkedIn is a really powerful tool especially in the B to B world. And it can also help your clients because if they’re in a B to B selling situation and you’re doing lead generation for them, they’re trying to position themselves as subject matter experts and thought leaders in their worlds they can be reinforcing what you’re trying to say in your direct mail campaign through their voices in LinkedIn or other social media venues. So it’s important, it’s an aspect of everything that we do and it’s a relatively inexpensive additional channel.  So that can get you increased results without a huge increase in the overall campaign costs. 

Another topic that people have been asking me as I’ve been here today is can we charge for it.  And I can’t really imagine a model where we could charge for thought per influence or the number of forwards or re-Tweets or that kind of thing.  I think that would be somewhat difficult but I think you can charge for the time it takes to incorporate the social media presence into the strategy.  And that should be built into the overall consulting costs or strategy charges that you’re including in your campaign or in your contract charges for your customer.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: RPIprint Achieves Near-Touchless Order-to-Delivery Process with Workflow Automation

RPIprint Achieves Near-Touchless Order-to-Delivery Process with Workflow Automation

Published: March 29, 2017

Bryan Constable, Director of Engineering for Seattle-based RPIprint, explains the company's workflow automation strategy, incorporating RPI and partner manufacturing into a seamless, almost completely touchless, order-to-delivery process with a homegrown Order entry/workflow/MIS solution. He also talks about the future of the company's homegrown solution.

 

Video preview: Xeikon introduces their first UV Inkjet Label Production Printer

Xeikon introduces their first UV Inkjet Label Production Printer

Published: March 28, 2017

Xeikon was one of the earliest entrants into digital label printing with their electrophotographic dry toner based production systems. Since that time, others have entered the market with a variety of electrophotographic and inkjet technologies and products. Xeikon is now ready to take their expertise in label production systems to the next level with their first UV inkjet production printer offering.

 

Video preview: Guy Gecht on the State of the Inkjet Business

Guy Gecht on the State of the Inkjet Business

Published: March 27, 2017

Guy Gecht, EFI's CEO, discusses the state of the inkjet business, from signs and displays to packaging, building materials and textiles. He outlines the opportunities for printing businesses these emerging applications present. He points out that inkjet printers are opening the door to a plethora of specialty applications that can fuel business growth.

 

Video preview: Global Graphics: Working to Support Industry Efficiency

Global Graphics: Working to Support Industry Efficiency

Published: March 27, 2017

Martin Bailey, CTO of Global Graphics, shares information the initiatives the company has underway to better support manufacturers of inkjet presses during the development process, as well as the company's role in conducting interoperability events around the launch of PDF 2.0 to ease its entry into the market.

 

Video preview: CalPoly Students Create Book about Printing Pioneer Michael Bruno

CalPoly Students Create Book about Printing Pioneer Michael Bruno

Published: March 24, 2017

Frank’s class at Cal Poly produced a 300-page book on the life and work of printing pioneer Michael Bruno. Mike was one of the major researchers who made offset lithography a viable process.

 

Video preview: The Importance of a Good Web-to-Print Demo Site

The Importance of a Good Web-to-Print Demo Site

Published: March 23, 2017

Demonstrating your web-to-print solution is critical to your sales process. Use your demonstration site to configure all the bells and whistles of your solution so you never have to say, "we support that feature but its not configured on this site."

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved