XCOM Media - Email and Social Media Integration


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Presentation given at iStrategy Sydney 2012 on integrating email and social media.

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XCOM Media - Email and Social Media Integration

  1. 1. Welcome
  2. 2. Email and Social IntegrationEssential Considerations in the Digital Strategy MixRob Bell + Darren Sutton (XCOM Media)
  3. 3. Today we will cover:1  Using Email and Social Media2  Strategies to create value3  Outcomes and Benefits4  Tourism Queensland case study5  A Strategic Survey
  4. 4. A little bit about us •  Leading independent digital marketing and communications agency •  Work with some of Australia’s leading brands •  Offices in Brisbane, Sydney & Melbourne •  A team of over 20 specialist staff •  A passion for producing digital work that gets noticed and achieves results •  Exclusive APAC partner for StrongMail Systems!
  5. 5. About StrongMail•  Industry-leading email and social media marketing technology platforms•  Founded in 2002 - Headquartered in Silicon Valley•  Over 550 customers, catering to mid-sized to Fortune 2000 brands•  Customers include some of the world’s largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industries
  6. 6. h"p://vimeo.com/36152743    
  7. 7. Poll time – a show of hands…1.  Who checks email before breakfast ?2.  Who checks Facebook before breakfast ?3.  What about Twitter ?4.  And LinkedIn ?5.  Who checks all ?
  8. 8. Brands Plan to invest heavily in social media channel growth
  9. 9. Is this how people really feel about email and social media ….. ?
  10. 10. Technologies change, but the keythings are the same…1. Know your audience2. Understand their behaviours and desires3. Use the benefits of different mediums
  11. 11. It’s about crafting messages thatconnect with people and provide realvalue in their life Do I care ? Why would I share ?
  12. 12. Integration is like an orchestra… Multiple instruments + perfect timing = one amazing sound experience
  13. 13. So how do you achieve this? Take your channel plans and content strategies and move to conversation strategies
  14. 14. Push Pull
  15. 15. CauseConversations and Traffic
  16. 16. Be relevant andadd value
  17. 17. Strategies to create value#1 > Make it easy to share and connect
  18. 18. Strategies to create value#2 > Provide Incentives to share
  19. 19. Strategies to create value#3 > Cross promote and capture data
  20. 20. Strategies to create value h"p://www.xample.com.au/spin-­‐and-­‐win/    #4 > Competitions go viral
  21. 21. Strategies to create value#5 > Mobile for servicing
  22. 22. Strategies to create value#6 > Technology can make life easier
  23. 23. Strategies to create value#7 > Drive traffic from the audience
  24. 24. Strategies to create value#8 > Be local
  25. 25. Strategies to create value#9 > Test, track and learn what works
  26. 26. Strategies to create value#10 – Be passionate and entertaining
  27. 27. Outcomes and Benefits#1 > Subscriber and social profile growth
  28. 28. Outcomes and Benefits#2 > Extend reach through sharing
  29. 29. Outcomes and Benefits#3 > Multiple platforms increases the chance of your messages being seen and acted on
  30. 30. Outcomes and Benefits#4 > Provide options for connecting
  31. 31. Outcomes and Benefits#5 > Identify key influencers and advocates h"p://www.influencersfilm.com    
  32. 32. Case StudyTourism Queensland’s Passport to Shine
  33. 33. Challenge•  Launch new global brand “Queensland, Where Australia Shines”•  Acquisition of Facebook ‘Likes’ and new email subscribersSolution•  Facebook application that encouraged repeat visitation•  Maximum ‘shareability’ – integrating email, Twitter and Facebook•  Supported by carefully crafted email marketing strategy•  Targeted Facebook media buy•  Geo-Targeting Key Markets with bonus prize opportunities
  34. 34. Campaign Email Strategy•  Campaign Launch x 1•  New Experience/Phase Notification x 2•  Reminder to Share – Bonus Entries x 3•  Final Remarketing Campaign x 1Triggered Email Strategy•  StrongMail Integration with the Facebook application to maximize sharing potential•  Forward to Friend triggered emails•  Entry Confirmation triggered emails
  35. 35. Social Strategy•  Highly shareable•  Twitter Integration•  Facebook SharingMedia StrategyFacebook Media Buy targeted tactics:•  Reach blocks – Malaysia and New Zealand•  Like Ads•  Key market targeting in bonus weeks
  36. 36. h"p://facebook-­‐studio.com/site/agencies/464#/gallery/submission/19010      
  37. 37. And the results?•  797,000 entries from 137 countriesSharing•  Unique Email Shares – 641,842•  Facebook Shares – 82,656•  Twitter Shares – 4195Acquisition•  Facebook Likes increased from 35k to 258k in just 6 weeks!•  110,000 New Subscribers (unique)
  38. 38. Audience Participation Time!What is your single highest priority email and social media integration tactic? twtpoll.com/xcommedia
  39. 39. AnyQuestions?
  40. 40. Thank you!@xcommedia @strongmailwww.xcommedia.com.au www.strongmail.com