Monetizing Social Media: Direct Response Marketing

Capturing Authoritative Data About Consumer’s Response to a Call-to-Action

Let’s face it, we are barraged with internet marketing and social media technology innovations everyday. I try to stay current by reading Mashable, TechCrunch and by following early adopters on Twitter. These reliable sources keep me informed of game changing technologies as they become available.

I don’t often write about marketing products on my blog, except when I believe a product has outstanding value to you as a marketer. That’s why I want to tell you about eShare.

eShare is a direct response marketing system geared primarily for B2C marketers. Typical users of eShare may include retailers, restaurant chains, catalog marketers, automotive dealers, politicians and any marketer that needs to reach large numbers of consumers through direct response marketing campaigns with a specific offer desiring a measurable revenue outcome.

eShare allows a marketer to send a direct response marketing piece such as an email, a direct mail piece or an advertisement (online or offline) that may include a PURL (personalized URL) to “hyper personalize” the message for increased response probability.

Game Changing Direct Response Marketing Software as a Service

A campaign might look like this. I get a direct marketing offer (via mail, email, advertisement, etc.) The piece has an offer that drives me to call a toll free number or to respond online. If I call, eShare has an integrated voice response system to capture my data in real time. If I visit the PURL (with my name in it) I can respond to the call to action on a landing page. The response captures my details in the first step of the “funnel.” And, this is where the game changing stuff starts…

Next, the marketer gives me another offer. For example, I’m invited to enter into a contest to win an iPad by answering a short survey. I’m asked just two or three multiple choice questions capturing more valuable buyer behavior data about me such as the type of vehicle preference I have, my driving habits, spending habits, etc. The survey is quick and painless and the marketer has captured valuable data about me as a consumer.

Next, I’m invited to share this contest with my friends through social media. I’m given the option of sharing the offer through Facebook, Twitter, Email or SMS. Once I share it with my social network, eShare tracks it “in perpetuity throughout the share lineage with authoritative data.” In other words, eShare will track how many people in my social circle respond to the offer I’ve shared. eShare also tracks my influence to the marketer’s campaign, and of the people with whom I shared the offer which of them are influential as they share it with their friends. This tracking occurs through “authoritative data” about all of my friends and their friends based on their public social profiles.

The power behind eShare’s (patent pending) viral peering sharing (VPS) technology is a huge boon for marketers. I believe eShare is really onto something big in the field of direct response marketing. I plan to explore how I can “influence” adoption of eShare in the B2B space. If you are a B2B marketer interested in exploring this with me, leave a comment below.

I recently guest hosted on the Malcolm Out Loud internet TV show, where I interviewed Sean Marra, founding partner of eShare. He explains how it works and gives examples of how it’s used by marketers to monetize social media campaigns through accurate revenue data down to the penny as influenced by a consumer’s response to a direct marketing advertisement.

I hope you enjoy my interview with Sean Marra below.

12 thoughts on “Monetizing Social Media: Direct Response Marketing”

  1. Wow! I believe this could be the beginning of a huge new twist on social media and roi potential! What an amazing pairing in such an innovative structure. I'm diggin' it! I'd be interested to learn how this can be incorporated in the B2B spectrum too!

    1. FindandConvert

      Suzanne,
      I'm very interested in testing this technology in B2B. eShare is having so much success with B2C that it's not really a priority for them to pursue B2B at this time. But, I'm going to try to find a case study. Stay tuned.
      Cheers,
      Bernie

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  3. SHawn Mara is a Crook!!! He spews bullshit from his mouth like a bad used car salesman. Ask hi about how he stole millions from clients when he owned Big gross Marketing and had to claim bankruptcy… Ask him about how his current business practice is to pay printers to get their clients customer bases and then call and bash those vendors with lies and slanderous accusations… He is the ultimate Crook!!!

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