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