Facebook and Email - Integrating Two Important Channels
 

Facebook and Email - Integrating Two Important Channels

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Facebook and email are more alike than different. In this presentation from Jay Baer - given as the kickoff to the Advanced Facebook Ads 2012 virtual conference - you'll see why email is Madonna, and ...

Facebook and email are more alike than different. In this presentation from Jay Baer - given as the kickoff to the Advanced Facebook Ads 2012 virtual conference - you'll see why email is Madonna, and Facebook is Lady Gaga. The same thing, but with a new coat of paint.

Learn 17 ways to integrate these two important marketing channels.

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http://www.convinceandconvert.com 473
http://www.conseilsmarketing.com 189
http://feeds.feedburner.com 83
http://www.reclamepraat.nl 81
http://www.advancedfacebookadvertising.com 44
http://socialpros.podbean.com 41
http://nagotsmart.collected.info 29
http://www.scoop.it 21
http://formacionmestreacasa.gva.es 11
http://strongsocialmedia.collected.info 8
https://twitter.com 8
http://10.107.123.11 5
http://www.linkedin.com 5
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http://flavors.me 2
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http://www.advertising-nj.com 2
http://www.newsblur.com 2
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  • Socialfresheast branding
  • Social media won’t kill email. Need an email account to even sign UP for social media.
  • The Biggest Myth of Facebook Is the Ability to Create Customers Out of Thin Air
  • Picture up a poseur?
  • Yes, On Occasion Our Fans Interact With Our Status Updates, Giving a Digital “heads up” to Their Friends That Might Result In New Awareness For Our Brand. But This is the Exception
  • Yes, On Occasion Our Fans Interact With Our Status Updates, Giving a Digital “heads up” to Their Friends That Might Result In New Awareness For Our Brand. But This is the Exception
  • Facebook Is An Opt-In Tool To Keep Our Brands Top Of Mind Among People Who Have Asked Us To Do So. So is email.
  • Essentially, The Same Thing, Just One is Modern and Cool and the Other is Old, but Still Effective
  • Integrate
  • Muppet Hand Shake
  • The Count. Facebook screen shot.
  • Basketball assist image?
  • The Count. Facebook screen shot.
  • If the Strategy is Similar, the Outcomes are Similar, and the Measurement is Similar, Shouldn’t the Facebook People and the Email People in Your Company Be the Same People?
  • Muppet Hand Shake
  • Use your Facebook landing tab as an email opt-in opportunityTest putting free content or special offers behind a “fan gate” with email sign-up
  • Muppet Hand Shake
  • Use email time of day testing to optimize Facebook status update scheduleTest nights!Use email day of week testing to optimize Facebook status update scheduleTest weekends!
  • Use email subject line testing to optimize Facebook ad headlinesThe reverse also worksConsider ABCD subject line test in email (if your list is big enough)Facebook also enables multiple ads
  • Images have a sizable impact on click through rate for Facebook adsTest multiple images (in combination with headlines) to determine best image for email
  • Use the speed and interaction of Facebook to source content for email and your website Contest not usually necessary – just ASK
  • Use the speed and interaction of Facebook to source content for email and your website Contest not usually necessary – just ASK
  • Given the way Facebook’s Edge Rank (and now Graph Rank) formula works, likes and comments are critical to your content being above the fold – or at allStatus updates that are successful could be emailed (same day) to boost interactions even more, growing Edge Rank for the brand
  • Given the way Facebook’s Edge Rank (and now Graph Rank) formula works, likes and comments are critical to your content being above the fold – or at allStatus updates that are successful could be emailed (same day) to boost interactions even more, growing Edge Rank for the brand
  • If the Strategy is Similar, the Outcomes are Similar, and the Measurement is Similar, Shouldn’t the Facebook People and the Email People in Your Company Be the Same People?

Facebook and Email - Integrating Two Important Channels Facebook and Email - Integrating Two Important Channels Presentation Transcript

  • Facebook & Email @jaybaer Let’s be friends!
  • Jay BaerConvince & Convertwww.ConvinceAndConvert.comwww.SocialPros.com@jaybaer Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio
  • Don’tPANIC
  • 58%of Adults in U.S.Check EmailFirst Thing inthe Morning ExactTarget 2011
  • 77%Prefer EmailforPromotionalMessages ExactTarget 2012
  • MUST GETMORECUSTOMERS - ON -FACEBOOK!
  • of corporate social marketers look atFacebook as a way to get new customers Wildfire 2012
  • We “Like” What We Like
  • Accidental Marketers
  • of the Fans of Company Facebook Pages Are Current or Former Customers DDB 2011
  • So does this!This helps me remember you!
  • Email is MadonnaFacebook is Lady Gaga Same Thing, But With a Fresh Coat of Paint
  • integrate
  • 3 Areas of Integration:Operations & MeasurementChannel & AudienceMessage & Content
  • Operations &Measurement Integration
  • similar metrics Email subscribes = Facebook likes Email unsubscribes = Facebook unlikes or hides Email opens = Facebook Reach Email clicks = Facebook Engaged Users Email forwards = Facebook People Talking About This
  • Is a Fac e b ook fan worth $136? … $ 9.56? … $ 3.80? Imaginary Friend,or Imaginary Math?
  • Measure Cross-Channel Impact
  • value FACEBOOKthrough EMAIL Determine TRUE Cost Per Email Sent Multiply by Unique Clicks = Cost Per Unique Email Click Calculate Total Facebook Engaged Users Multiply by Cost Per Unique Email Click = Value Per Click on Facebook
  • Value Facebook Through Email .02 per email sent X 10% click rate = .20 cost per click Pagelever.com X 86,151 Facebook Consumptions Monthly = $17,230 in Facebook value http://ar.gy/Facebook (free worksheet)
  • Your Email People and Your Facebook People Should be the Same People
  • &channel audience integration
  • inboxes are EXPLODING. Build a Touch-point Corral Email subscription Facebook like Twitter follow SMS sign up Linkedin connection Google + circle
  • Email Opt-Ins on Facebook
  • Promote Facebook in Email Confirmation
  • Promote Facebook in Email Unsubscribe
  • Gather Email Data with Social Log-in
  • of online buyers desire social log-in Janrain 2012
  • Create Socially Active Email Segment Smart Bargains
  • of corporate email marketers include social icons in their emails Get Response 2011
  • Test F-Commerce Inventory via Email Gilt
  • Promote Facebook Threshold Deals in Email Hydroflask
  • messageINTEGRATION
  • time of dayday of week testing
  • Headline Testing Frontgate
  • Image Testing Frontgate
  • Use Facebook to Source Email Content Visit California
  • Use Fan Posts as Email Content J Jill
  • Promote Email (Pre-Launch) on Facebook CB2
  • Real-Time Integration Pagelever.com With EdgeRank, the Rich Get RicherIf You Have a Successful Status Update, Email it ASAP to Keep the Momentum Rolling Social Segmentation Helps Here
  • To integrate Facebook and Email
  • DO NOTeat all cookies atsame time
  • Friends = Results
  • Jay BaerConvince & Convertwww.ConvinceAndConvert.comwww.SocialPros.com@jaybaer Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio