Beyond Email Marketing: Adding Social to Your Marketing Mix

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Learn how social marketing can enhance your current strategies and help drive new business for you in the real-time world of social networks. JitterJam & Blue Sky Factory will walk you through the basics and provide use cases on how email and social marketing together can enhance your bottom line.

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Beyond Email Marketing: Adding Social to Your Marketing Mix

  1. 1. Beyond Email Marketing:Adding Social to YourMarketing Mix JitterJam Ric Pratte President & CEO Margaret Donnelly VP Marketing & Business Development Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  2. 2. Agenda• Why add Social to your marketing mix• 6 keys to driving deeper engagement• Case study• Use cases• Q&A Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  3. 3. Who are you trying to reach? Chances are, they are using Social networks Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  4. 4. What do they want? Social interaction is not just about offers & incentives Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  5. 5. Email & Social fuel one another… Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  6. 6. …and Marketers are jumping in Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  7. 7. Email and Social marketingare not so different• Signify interest in a brand• Driven by content• DO require consumer opt-in• Enable the brand to build a closer relationship with the consumer• Significantly benefit from segmentation• Have an expectation of value Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  8. 8. But there are differences• Expectations• Execution• Frequency & constancy• Content• Resources Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  9. 9. Where is the intersection? Social Email List Brand Contacts Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  10. 10. Social & Email can leverage oneanother Brand Social EmailEngagement Engagement Driving Deeper Engagement Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  11. 11. How? 6 keys to driving deeper engagement Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  12. 12. How? 1. Cross-pollinate 2. Listen & engage 3. Community 4. Permission 5. Targeted marketing 6. Measure & adapt Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  13. 13. 1. Cross-pollinate Email & Social Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  14. 14. Email  Social 1. Cross-pollinateInvite emailcontactsto connecton social Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  15. 15. Social  Email 1. Cross-pollinate Announce your email marketing to your social contacts Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  16. 16. 2. Listen & engage Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  17. 17. 2. ListenListen & engage & engage• Search for conversations around your brand, your product, your market• Collect information about those who are talking• Use that information to begin engaging those people in social conversation• Dating before marriage Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  18. 18. 2. ListenLearn and segment & engage • Influencers • EngagedGather • Buyersintelligence • Most activeon your • Specific productscontacts • Location • Demographics Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  19. 19. 3. Be an active member of your social community Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  20. 20. 3. SocialSocial is a different animal Community• Strategy first• Social engagement vs. social marketing• Actively listen & engage• Source & share content• Don’t be “commercial” (unless that’s the known intent)• Goal: Draw current and new contacts to you Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  21. 21. 4. Ask for permission to market through multiple channels Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  22. 22. Drive people to opt-in 4. Permission • Website • AdvertisingUse different • Social profilesmethods to • Contestsdrive people to • Social sharingconnect • Signage • Incentive offers Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  23. 23. Ask for multiple contact points 4. PermissionUsemarketingbestpracticesfor bothSocial andEmailmarketing Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  24. 24. Ask for contact info, messagefrequency & interests 4. Permission Deliver highly targeted content that results in higher open rates and engagement Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  25. 25. Track the sources of yoursuccess 4. Permission • Use unique source linksTrack the • Separate landing pages / opt-in forms forengagement EACH sourcesource for • Tag each contacteach of your w/source datacontacts • Track each source’s effectiveness over time Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  26. 26. 5. Use what you’ve learned Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  27. 27. 5. Use whatSegmentation, A/B testing… you’ve learned • BUT you get the benefit of ALL the data you’ve collected via social to segment and targetUse the same your customer! – Influencebest practices – Engagement – Preferencefor targeted • Experiment and test – Different offers for differentsocial & email channels – A/B testing within a groupmarketing • Adhere to the permissions you’ve gathered Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  28. 28. 6. Measure, review and adapt Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  29. 29. 6. MeasureKeep refining your tactics & adaptSocial marketing isnew andmarketers aretesting & refiningtheir methods Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  30. 30. Cross-pollination case studySituation Action• Moderate opt-in email list • Email campaign to get new• Low marketing activity (both opt-ins to multi-channel email & social) marketing • Same campaign launched• Wanted to re-launch social via Facebook & Twitter presence • Product give-away incentiveResult• +4400% in Twitter followers • Email CTR: 9%• +219% in Facebook Fans • Social CTR: 17%• 26% gave >1 contact points• 28% did NOT give email addr Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  31. 31. Use cases• Brand community development• Sales/promotions• Customer service• Product research/feedback Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  32. 32. Action summary 1. Cross-pollinate 2. Listen, engage & learn 3. Be an active member of your social community 4. Ask for permission to market 5. Use what you’ve learned 6. Measure, review, adapt Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  33. 33. About JitterJam Social CRM Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  34. 34. JitterJam Social CRM Turning Conversations into Customers™ Social Media • Listen across the real-time web • Engage consumers in value building dialog Monitoring • Conversation analysis Community • Build trust from permission engagement process • Develop social profiles from the intelligent database Building • Consumer analytics Integrated • Laser focused call-to-action messages • Connect across all consumer preferred channels Marketing • Measure response rates
  35. 35. Resources• Request more information – http://www.blueskyfactory.com/JitterJam• JitterJam blog – http://www.JitterJam.com/blog• Idea Spark Creativity Coffee – http://ideaspark.eventbrite.com• Blue Sky Factory White paper – http://www.blueskyfactory.com/jjwebinar Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  36. 36. Connect with us! @JitterJam @ricpratte @mwdonnelly www.facebook.com/JitterJam www.linkedin.com/in/ricpratte www.linkedin.com/in/mdonnelly www.JitterJam.com Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  37. 37. Questions Connect With Us: @JitterJam - @ricpratte - @mwdonnelly

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