Revenue Generating Facebook Campaigns

Since we opened our doors in 2005, dr2marketing has specialized in results-driven advertising solutions. We believe in the idea of “branding” a product or service through direct response strategies to bring new business. When a marketer can deliver a relevant message to a relevant audience in a relevant location at a relevant time, a client will enjoy a nice return on investment.

With our lead driving techniques, our industry expertise, and extensive relationships throughout the advertising and media community, we’ve experienced massive successes through radio and television. However, the digital and social media age brought about a new challenge.

Every day, businesses are inspired to bring creative marketing ideas to life on social media in ways that have a real impact on their bottom line. When one of our clients requested a campaign that did just that, we were a bit reluctant to give in to the pressure of social media. The original plan was designed as a public relations piece with the goal of driving brand recognition and establishing a presence on Facebook to:

  • Increase fan engagement to build a dedicated Facebook community
  • Drive Facebook fans directly to their website

As the Facebook page grew, we began implementing lead driving tactics used in radio and TV campaigns. The result? A highly relevant brand that delivered qualified social media leads to the client.

Results (to date in 2013):

  • More than $300,000 in gross profit
  • 22-to-1 return on investment

Facebook is the most efficient lead source for this client in terms of ROI, and needless to say, we have a very satisfied client. Companies who want to remain competitive by having a closer connection to their audience are experiencing tremendous value out of their investments in social media.

What originally started out as a simple public relations piece, transformed into not only a fantastic PR campaign, but also one that’s currently generating thousands in revenue each and every month with no end in sight.

For a free advertising consultation, contact Roger Lee at (817)778-4695 or by email at: rlee@dr2marketing.com. Our agency specializes in results-driven advertising solutions to brand your practice through direct response strategies to bring new business.

Social Media in Healthcare: More Consumers Turn to Social Media for Healthcare Information

It turns out Facebook is more than just a tool to help keep in touch with old friends and keep everyone posted on your latest whereabouts, according to Fox Business and the National Research Corporation. The corporation surveys 22,877 Americans across the country each month for its Ticker survey, the largest, most up-to-date poll on consumer healthcare opinions and behaviors.

According to its latest survey,

  • 96% of respondents said they used Facebook to gather information about healthcare
  • 28% consulted YouTube
  • 22% utilized Twitter

The survey also found that 4 out of 10 respondents said social media was very likely or likely to impact future healthcare decisions.

39% said they have a very high or high level of trust in social media.

Who is Turning to Social Media for Healthcare Information?

Americans using social media for healthcare are affluent and young – 42 years old on average, and those not using social media for healthcare skewed older – 49 years old on average.

Households earning $75,000+ were more likely to use social media for healthcare purposes than households earning less.

So, if you’re a doctor or surgeon and you’re not marketing to prospective patients through social media, then you’re missing out. At dr2marketing, we take traditional social media one step further and developed an innovative formula to drive new and qualified leads in any marketWhen you add the word “marketing” to the phrase “social media”, you’re talking about business and our social media marketing services are designed to generate leads in the healthcare industry, which in turn, drives results to your practice.

To take your practice to the next level, contact Managing Partner Roger Lee at (817)778-4695 or contact us online. 

Lessons Learned from SXSW 2013

The South by Southwest (SXSW) Interactive festival in Austin, TX has emerged as one of the leading annual conferences for digital and social media experts and enthusiasts. Thousands of attendees from across the United States and all over the world gathered over the weekend to attend hundreds of sessions that covered a wide range of topics. New trends emerged, new thought leaders hit the scene, new marketing techniques were revealed, and new best practices were established.

But like everything in life, all good things must come to an end. Here is what we will always remember about SXSW Interactive 2013.

 

1. Visions of an Innovative Future 

Amidst the chaos and all the huge parties, there were actually many meaningful conversations about what’s in store for the future. Google’s search guru Amit Singhal told us that the future of Google search is to become a ‘Star Trek’ computer that will anticipate what users search for.

“These are some of the best times in search,” Singhal said. “All the technology is coming together: speak recognition, knowledge graph, natural language understanding — there are new devices coming out, so when you marry all this, tomorrow is looking bright.”

photo 2-1

 

2. Real-Time Marketing

We were able to use real-time marketing to constantly monitor social media channels for trends about SXSW, and then quickly act on insights to get included in the conversation. This helped in the relevancy of marketing by allowing our brand to reach the right audience at the right time with the right message in the right location.

Between live-tweeting during sessions and events, and posting photos and updates to our Facebook page, we noticed a significant impact in new followers, retweets, faved tweets and new ‘likes’.

photo

 

3. Facebook Graph Search Isn’t Doing Much…Yet

Still in beta, the implications of Facebook Graph Search for marketers remain largely unknown because so few people are using it and no one really knows how people are going to react to it and how they might use it once it’s opened up for widespread use. About half of the people who attended the session about this topic actually use Graph Search, and less than one-third of those individuals found it to be useful.

Predictions from the panel suggest that Graph Search is a huge opportunity for marketers in the next six to 12 months, but that it still has a long way to go before there are any immediate benefits for the consumer.

 

4. Marketing Madness 

It’s no secret that SXSW is a haven for marketers and advertisers looking to make more people aware of their companies and products. But a tent and a sign don’t exactly cut it. Some companies went all out (or they certainly tried to) with some fairly crazy marketing stunts.

Hootsuite put together an owl bus and had it rolling through downtown Austin.

hootsuite-bus-sxsw

And Central Desktops had a man dressed up as an angel wearing a tutu, who was rocking out during the Interactive Trade Show on Monday morning. These are just a couple of the bizarre stunts we saw during SXSW, but the list definitely went on.

photo 5-1

 

5. Humans Aren’t the Only Celebrities

Besides the fact that Tesla Motors CEO Elon Musk was the biggest name among keynote speakers, there was also Shaquille O’Neal, Google search guru Amit Singhal and Guy Kawasaki to make the list even more impressive.

However, the biggest celebrity at SXSW 2013 wasn’t even part of the official interactive programming – it was in fact viral Internet star Grumpy Cat, who posed for photos in the Mashable House and drew lines of fans around the block.

grumpy1

So why did people wait in line for up to three hours to see Grumpy Cat? Simple. It’s because everyone else was waiting in line. The “fear of missing out” is a persistent phenomenon, where every decision to attend something is usually a decision not to attend several other compelling options. Despite the fear, people gravitate toward what they think will be most memorable, and most social.

If I wasn’t deathly allergic to cats then maybe, just maybe I would have waited in line to pet this famous feline – ok, let’s be honest. I wouldn’t have regardless.

Social Media Marketing – More Than Just PR

Anyone who says you can’t measure social media is wrong. There, I said it.

But before the social media purists start preaching about how relationships can’t be measured, let me first say that I measure more than just happy thoughts and warm, fuzzy feelings.

The purists in this industry strictly believe that social media in the business world is just a public relations tool and is all about human interaction and emotions. Their motto is: listen, join and engage – but that’s only part of the formula. What about planning strategically, driving business and measuring social media efforts?

At dr2marketing, we take traditional social media one step further and developed an innovative formula to drive new and qualified leads in any market. When you add the word “marketing” to the phrase “social media”, you’re talking about business. So, our social media marketing services are designed to generate leads, which drives results. (It sounds like a crazy concept, but our clients seem to like it.)

How do we do it?

We harmonize multiple disciplines – brand research, marketing strategy, campaign execution, and analytics to capture the psychology of behavior. The result? A highly relevant brand that drives the marketplace reaction toward your business demands.

We participate in the daily chit-chat while carving out clear calls to action for our clients’ business purpose – whether it’s acquiring customers, optimizing existing relationships, or converting consumers into advocates.

A common misconception is that social media success is directly related to being personal and authentic. Well, that’s not entirely true. In actuality, social media success is attributed to hyper-targeting key messages. What’s the point in talking back and forth with people who don’t care about your brand, product or service? Every client is different, so every message, audience and circumstance should be different as well.

The proof that social media can be used as more than just a public relations tool comes from D&M Leasing – the largest consumer car leasing company in the nation, and one of our biggest clients.

In February 2013, D&M Leasing spent $877 on a targeted Facebook campaign to the surrounding cities of the Dallas-Fort Worth area about vehicle leasing opportunities. The result? 266 qualified leads from Facebook alone. Holy lead generation. To make this even sweeter, their lowest cost-per-lead source in the last year has been social media, hands down.

As Jason Falls wrote on Social Media Explorer:

Optimal communication takes place when a marketer can deliver a relevant message to a relevant audience in a relevant location at a relevant time.

So, to all the social media purists out there – I get it. You’re genuinely interested in “joining the conversation” and you’re good at it. Let me know how it works out when you tell your client that the professional benefit of your services isn’t direct, nor is it trackable, but that they should rest assured – it’s there.

Photo credits: Mark Smiciklas

Should You Buy Facebook Fans?

We’ve all heard the saying “You get what you pay for”, and that’s something to remember if you happen to be tempted to purchase Facebook fans.

It’s no secret that an underground market has emerged that will happily sell you manufactured Facebook Likes. (One search turned up a market price of $199 for 10,000 likes.) I’ve had clients ask if this is the strategy I use to build their social media presence, and I cringe at the thought while quickly assuring them that it’s not something I would even consider. Ever. It’s a pathetic strategy that is both deceptive and unethical, and is a complete waste of money and time.

In the world of automotive sales and leasing, credibility is key. A local auto leasing company, like a lot of small businesses, uses a Facebook page to promote its services and within a relatively short period of time (they joined Facebook on June 6, 2012), their Facebook page has garnered more than 5,000 fans.

But most of those fans are unlikely to lease a new car any time soon because most of them don’t really exist. This company’s Facebook numbers have been artificially inflated by a network of zombie accounts run by a bot master.

The most popular city for this company’s fans: Lahore, Pakistan – not exactly commuting distance to North Texas. The most popular age group for their fans is 18-24 years old, which doesn’t seem like the logical age group for people interested in leasing a vehicle.

Smart Screen Shot

This leasing company is hardly the first company that has purchased fans for the sake of looking popular and they certainly won’t be the last to do so. The bigger issue beyond the poor quality of fans lies in the mindsets of those who choose to buy them. They’re still looking for that magic bullet for their business and sadly, that mentality never leads to success. It’s almost guaranteed that these bought fans and the handful of real ones in the mix will never turn into customers, and if they never do, then what’s the point of having a Facebook page to begin with?

Our client D&M Leasing is the largest consumer car leasing company in the nation with two locations in North Texas in Grand Prairie and Dallas, and one location in Houston. Their Facebook page is an accurate representation of effective social media marketing.

With more than 16,000 fans, the most popular city for D&M Leasing fans is Dallas, TX. The most popular age group for D&M Leasing fans is 25-34 years old, which makes way more sense in terms of who is most likely to lease a car.

D&M Leasing Likes

Need even more proof that the “fans” from the first Facebook page aren’t interested in becoming potential customers?

Check out the screen shot below of a comment left on their Facebook page in response to one of their leasing specials they posted.

Smart Fake Comment

The comment makes no sense and has us scratching our heads. Ready to see what a legitimate Facebook strategy produces? D&M Leasing posted their own leasing special below.

Real D&M Comment

The facts speak for themselves. As long as you have a product or service that adds value to people’s lives, people will naturally like your page. How? You just need to know how to use the tools that Facebook gives you to provide everyone a chance to learn more about you. What happens when you do these things? You end up with many people who actually like your company and who want to do business with you.

So if you think that buying Facebook fans is the way to go, just remember that to everyone else, your page might look awesome because you have a gazillion fans, but you’ll be stuck with the heartache of knowing that you’re not making a single dollar from them.

Win an Apple iPad 2 from dr2marketing!

dr2marketing is giving away a 16GB Apple iPad2! Follow both steps below to enter:

STEP 1

  • ‘Like’ us on Facebook and click here to share the contest with your friends, family and colleagues. (1 entry)
  • Follow @dr2marketing on Twitter and click here to retweet about our contest announcement. (1 entry)

STEP 2

  • Leave a comment on our blog with your name and email address telling us what you would do with a new Apple iPad 2.

Note: You must complete BOTH steps in order to be eligible to win. The winner will be notified via email. (Your email address will not be shared or used for any other purpose.)

iPad 2 Giveaway: Terms & Conditions

NO PURCHASE NECESSARY. PURCHASE WILL NOT INCREASE ODDS OF WINNING.

“Contest term” begins December 8, 2011 and ends January 31, 2012.

ELIGIBILITY:

You must be at least 18 years of age and a legal U.S. citizen to enter. Void where prohibited by law.

DRAWING PERIOD:
The giveaway starts on December 8, 2011 and closes on January 31, 2012 at 11:59 p.m. CST. A winner will be announced on February 1, 2012.

ENTRY FREQUENCY:

Facebook: 1 share daily
Twitter: 1 retweet daily

GRAND PRIZE:

16GB Apple iPad2 (Value: $499)

This promotion is in no way sponsored, endorsed or administered by, or associated with Facebook. Odds of winning depend on total number of eligible entries received. Contest prizes are non-transferable. Prizes may not be substituted for or redeemed for cash.

Good luck everyone!!

Steve Jobs: A Legacy of Inspiration

The next version of the iPhone doesn’t seem so important anymore.

I heard about it in a text. My Twitter Timeline was flooded. My Facebook News Feed was in a frenzy and it felt like the wind had been knocked out of me. Steve Jobs, the visionary co-founder and longtime leader of Apple, died yesterday at the age of 56.

I can’t help but feel affected by the news as I’m writing this blog on my MacBook Pro. When I travel, I use my iPad and I’d be lost without my iPhone (seriously, Google Maps is a lifesaver). His passion for excellence is felt by anyone who has ever touched an Apple product, and it amazes me how he transformed the company into a technological factory of creative brilliance.

More than just a tech industry icon, Steve Jobs was also an example of life lived to the fullest and an inspiration of human achievement. His wisdom about life, death and success from his 2005 commencement address at Stanford University has renewed interest since news of his death broke. In a world that has reduced the concept of work, where the measure of success is directly related to the amount of money we make, Jobs reminds us of what’s really important.

“You’ve got to find what you love,” he says after telling the story about being fired from Apple, the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.”

It’s a really simple message – one we’ve all heard before, but it’s different this time. Steve Jobs changed the world, shaping history while creating the future. His legacy isn’t greater than he could have imagined, because his imagination had no boundaries and no restrictions – just pure, limitless creativity.