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Better Together:
Integrating Content,
Email and
Social Media Marketing

Dr Dave Chaffey




                  1
About Dave Chaffey
 Books




           Best-practice advice & consulting
             www.smartinsights.com




                                        2
AGENDA
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
    term)


Download:
www.SmartInsights.com/blog

                3
PLAN
Integration 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
6




It’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
                                         0




Build in social sharing
into 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 emails
Source: 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
                   6


Sustained online
                   16

  campaigns
with Social Sign-on
                                            Ford Social Hub
https://social.ford.com/members/sign-up/
                                                 17
                                                                 1
                                                                 7
18
     1
     8
REACH
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
    term)

Download:
www.SmartInsights.com/blog

               19
Incidental sharing
 won’t engage…
                     20
Social email marketing is
much more than SWYN…




                       21
Creative tip – from incidental
to integrated – not quite there…




                            22
Social creative style




Social email creative Examples
                                 23
Tip: Use Social in Pre-header
                                A focused
                                 sharing
                                campaign




                                       24
ACT
Integration 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
                                       Pinterest
Source: Elliot Ross via Tim Watson

                                          28
                                                       2
                                                       8
CONVERT
Integration 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
ENGAGE
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
    term)

Download:
www.SmartInsights.com/blog

               33
1 out of 10
 responses to
brand 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


                                          Blog
uk.linkedin.com/in/davechaffey
                                         www.smartinsights.com/blog

                                          Feeds
                                         www.feedburner.com/smartinsi
www.facebook.com/davechaffey
                                            ghts

                                          Email Newsletter
                                         www.smartinsights.com
www.twitter.com/DaveChaffey




                                                              39

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