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Better Together:Integrating Content,Email andSocial Media MarketingDr Dave Chaffey                  1
About Dave Chaffey Books           Best-practice advice & consulting             www.smartinsights.com                  ...
AGENDAIntegration matters Plan Reach Act (Interact) Convert Engage (Long-    term)Download:www.SmartInsights.com/blog...
PLANIntegration matters Plan Reach Act (Interact) Convert Engage (Long-    term)Download:www.SmartInsights.com/blog  ...
How do you socially                                                   segment your list?Source: Forrester Technographics L...
6It’s not cheap or easy…need to do the research                                                 6        and invest       ...
The desktop in decline…?Share of device page traffic for News category (weekday)                     Source: comScore Cust...
“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                                 ...
Social sign-on and                                             profiling in place?Source: Smart Insights - Social Sign-on/...
social by Design?                                                        Are your emailsSource: http://developers.facebook...
From “Likes                                                             to Actions”Source: Facebook Developer Blog - Daily...
Creating your                                                     publising hub Note: sharing shouldn’t be totally automat...
http://www.facebook.com/ford                               15                                    1                        ...
1                   6Sustained online                   16  campaigns
with Social Sign-on                                            Ford Social Hubhttps://social.ford.com/members/sign-up/    ...
18     1     8
REACHIntegration matters Plan Reach Act (Interact) Convert Engage (Long-    term)Download:www.SmartInsights.com/blog ...
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            ...
ACTIntegration matters Plan Reach Act (Interact) Convert Engage (Long-    term)Download:www.SmartInsights.com/blog   ...
Example:Enewsletter integrating  social campaign                          26
27     2     7
social sharing:                                      New forms of                                       PinterestSource: E...
CONVERTIntegration matters Plan Reach Act (Interact) Convert Engage (Long-    term)Download:www.SmartInsights.com/blo...
Good news – we like to review :      90,000 in 2 weeks                                                                    ...
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  ...
ENGAGEIntegration matters Plan Reach Act (Interact) Convert Engage (Long-    term)Download:www.SmartInsights.com/blog...
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      ...
Let’s Connect!                        Questions & discussion welcome                       Download: SmartInsights.com/tfm...
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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"

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

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