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 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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  • 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

    1. Facebook & Email @jaybaer Let’s be friends!
    2. 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
    3. Don’tPANIC
    4. 58%of Adults in U.S.Check EmailFirst Thing inthe Morning ExactTarget 2011
    5. 77%Prefer EmailforPromotionalMessages ExactTarget 2012
    6. MUST GETMORECUSTOMERS - ON -FACEBOOK!
    7. of corporate social marketers look atFacebook as a way to get new customers Wildfire 2012
    8. We “Like” What We Like
    9. Accidental Marketers
    10. of the Fans of Company Facebook Pages Are Current or Former Customers DDB 2011
    11. So does this!This helps me remember you!
    12. Email is MadonnaFacebook is Lady Gaga Same Thing, But With a Fresh Coat of Paint
    13. integrate
    14. 3 Areas of Integration:Operations & MeasurementChannel & AudienceMessage & Content
    15. Operations &Measurement Integration
    16. 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
    17. Is a Fac e b ook fan worth $136? … $ 9.56? … $ 3.80? Imaginary Friend,or Imaginary Math?
    18. Measure Cross-Channel Impact
    19. 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
    20. 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)
    21. Your Email People and Your Facebook People Should be the Same People
    22. &channel audience integration
    23. inboxes are EXPLODING. Build a Touch-point Corral Email subscription Facebook like Twitter follow SMS sign up Linkedin connection Google + circle
    24. Email Opt-Ins on Facebook
    25. Promote Facebook in Email Confirmation
    26. Promote Facebook in Email Unsubscribe
    27. Gather Email Data with Social Log-in
    28. of online buyers desire social log-in Janrain 2012
    29. Create Socially Active Email Segment Smart Bargains
    30. of corporate email marketers include social icons in their emails Get Response 2011
    31. Test F-Commerce Inventory via Email Gilt
    32. Promote Facebook Threshold Deals in Email Hydroflask
    33. messageINTEGRATION
    34. time of dayday of week testing
    35. Headline Testing Frontgate
    36. Image Testing Frontgate
    37. Use Facebook to Source Email Content Visit California
    38. Use Fan Posts as Email Content J Jill
    39. Promote Email (Pre-Launch) on Facebook CB2
    40. 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
    41. To integrate Facebook and Email
    42. DO NOTeat all cookies atsame time
    43. Friends = Results
    44. 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

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