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Integrating email and social media marketing   e circle connect europe 2012 - dave chaffey - smart insights
 

Integrating email and social media marketing e circle connect europe 2012 - dave chaffey - smart insights

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A new deck with examples to consider how to best integrate email and social media marketing so they are "better together"

A new deck with examples to consider how to best integrate email and social media marketing so they are "better together"

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Integrating email and social media marketing   e circle connect europe 2012 - dave chaffey - smart insights Integrating email and social media marketing e circle connect europe 2012 - dave chaffey - smart insights Presentation Transcript

  • Better Together:Integrating Content,Email andSocial Media MarketingDr Dave Chaffey 1
  • About Dave Chaffey Books  Best-practice advice & consulting www.smartinsights.com 2
  • AGENDAIntegration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 3
  • PLANIntegration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 4
  • How do you socially segment your list?Source: Forrester Technographics Ladder Jan 2012 5
  • 6It’s not cheap or easy…need to do the research 6 and invest Source: Dan Zarrella
  • The desktop in decline…?Share of device page traffic for News category (weekday) Source: comScore Custom Analytics, U.S., August 2011 7
  • “Permission marketing is… anticipated, relevant and personal” + SHAREABLE 8
  • Using email to share shareable tools…within customer journey 9
  • 1 0Build in social sharinginto contact strategies 10 Source: eCircle case study
  • Social sign-on and profiling in place?Source: Smart Insights - Social Sign-on/in 11
  • social by Design? Are your emailsSource: http://developers.facebook.com/socialdesign/ 12
  • From “Likes to Actions”Source: Facebook Developer Blog - Daily Traffic increased by 77% 13
  • Creating your publising hub Note: sharing shouldn’t be totally automated:You can’t automate human, social interactions. Source: Social syndication tools 1 14 4
  • http://www.facebook.com/ford 15 1 5
  • 1 6Sustained online 16 campaigns
  • with Social Sign-on Ford Social Hubhttps://social.ford.com/members/sign-up/ 17 1 7
  • 18 1 8
  • REACHIntegration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 19
  • Incidental sharing won’t engage… 20
  • Social email marketing ismuch more than SWYN… 21
  • Creative tip – from incidentalto integrated – not quite there… 22
  • Social creative styleSocial email creative Examples 23
  • Tip: Use Social in Pre-header A focused sharing campaign 24
  • ACTIntegration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 25
  • Example:Enewsletter integrating social campaign 26
  • 27 2 7
  • social sharing: New forms of PinterestSource: Elliot Ross via Tim Watson 28 2 8
  • CONVERTIntegration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 29
  • Good news – we like to review : 90,000 in 2 weeks 30 +10% conversion 88% of all reviews ****/***** Source: Original Argos review launch
  • Assess importance of reviews Source: eCircle case study 31
  • Integrating social into Enews Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 32
  • ENGAGEIntegration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 33
  • 1 out of 10 responses tobrand emails… 34
  • Source: eCircle case study 35
  • Source: eCircle case study 36
  • Source: eCircle case study 37
  • Integration matters Plan Reach Act (Interact) Convert Engage (Long- term)Download:www.SmartInsights.com/blog 38
  • Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsiwww.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 39