“Listen Up!” is Loud and Clear Message at Philadelphia Direct Marketing Association’s Social Media Panel Presentation

Philadelphia, PA -- October 30, 2009 - It's hard for marketers today to keep up with the dizzying list of social media available, let alone to learn how to leverage them in ways that add value to prospects and customers - and to brands.

A panel of social media leaders gathered to discuss this topic at the October networking and lunch meeting hosted by the Philadelphia Direct Marketing Association

(http://www.the-pdma.org). "Welcoming Social Media into Your Marketing Mix" was presented before a roomful of eager marketers on October 21, 2009 at the Crowne Plaza Hotel in King of Prussia, PA. Denise Williams, Director of Marketing at Goodman Marketing Partners, served as moderator.

"Social marketing is marketing and, as organizations, we're required to listen to consumers first and then determine how we'll answer back," said Michael Brenner, Director of Online Marketing for SAP America. "If we listen intently, we'll understand how our customers and prospects are defining the social media strategies of our companies."

Deciding which channels to use was a major point of discussion among the panelists.

"Start by addressing misinformation that's out there about your brand. Go where your brand enthusiasts hang out outline," instructed Subaru's Product Marketing Specialist, Brandon Baldassari.

Strategic consultant Michael Leis added that it's key to poll your customers about their preferences, attitudes, and behaviors during the normal course of interactions with them. "Just ask your customers," he said. "Ask what they do, where they go...then go - observe and listen."

The panelists agreed that search optimization is important to social media success.
Gary Spangler, eMarketing Manager for DuPont, reminded the audience not to lose sight of the fundamentals. "Social media is in large part being relevant to our target audiences. Listening to online conversations reveal how consumers talk about our companies and products which inform Web site content and keywords for search optimization. Twitter only allows 140 character tweets, so there is oftentimes a referring URL to a webpage. In 2000, content was king; today it is the deck."

The fast-paced presentation covered a wide variety of topics including content development and control, how to get management on board, and knowing how much of a financial commitment to make. Panelists agreed:

• Set objectives and expectations up front. Decide what social media marketing can and cannot do. Also look at the marketing problems and challenges that cannot be solved with current approaches and determine how social might fit in.

• Social media marketing demands language that is natural, honest, and transparent - not scripted.

• Organizations shouldn't be afraid to encourage everyone to participate. Empower employees to get involved in the conversation by setting guidelines.

• Share of voice and an increase in the number of relevant conversations are two ways to measure the success of social media marketing.

"Social media marketing is a great branding tool," summarized Ted Moon, Founder and President of Pathfinder Interactive. "Weave it in as an extension of what you're already doing...make it a team effort...and leverage the existing resources you already have to see results."

The next PDMA meeting is scheduled for Wednesday, November 18, 2009 from 8:00 a.m. to 10:00 a.m. at Penn State Great Valley in Malvern, PA. Eric Keiles, Founder and Chief Marketing Officer for Square 2 Marketing, will present "How Growing Companies Can Reap Big Benefits on Limited Budgets." This PDMA-sponsored event is open to members and non-members. The cost for PDMA members is $25; non-members pay $35. To register, visit http://www.the-pdma.org or call 215-473-1668.

About the Philadelphia Direct Marketing Association

The Philadelphia Direct Marketing Association (PDMA) is a non-profit membership association consisting of more than 500 members throughout Philadelphia, Southern New Jersey, and Northern Delaware. The PDMA has served the direct marketing community through education, information, and networking services since 1943. For more about the PDMA and a schedule of upcoming meetings and events, visit http://www.the-pdma.org or call 215-473-1668.