Killer Integration ofFacebook and Email
Integration, Not IsolationEmail                    Facebook
3 Areas of Integration• Strategic Integration• Channel & Audience Integration• Message Integration
1. Strategic Integration84% of Facebook fans are current customers! (DDB)• Facebook tries to keep the brand top-of-mind am...
Metrics  Metrics are similar, with different   names:  • Email subscribes = Facebook likes  • Email unsubscribes = Faceboo...
Metrics
Metrics
Advanced Metrics with Pagelever                        Pagelever.com
Integrated ROI       New cross-channel Google        Analytics determines true impact        of each channel       http://...
Facebook Valuation via Email                                   If you know your email investment, you                     ...
Scheduling     • Use email time of day testing to       optimize Facebook status       update schedule       • Test nights...
2. Channel & Audience IntegrationOne method of contact isn’t enough. Your goal should be to build a touch point corral aro...
Email Opt-ins on Facebook          • Use your Facebook landing tab as            an email opt-in opportunity            • ...
Facebook Likes on Email Thank You• Promote your Facebook page on email thank you auto-responder  • When they are in the mo...
Email Opt-ins on Facebook              • Encourage a Facebook “like” in                the email unsubscribe process      ...
Email Subscriptions via Social Log-in                • Companies like Janrain serve                  unified log-in and da...
Use Social Functions in Email to Segment Audience                      • Most email providers have some                   ...
Include Best Performing Email Products in             Facebook Store                  • F-commerce is easier than ever    ...
3. Message Integration          Successful content in email can be           used in Facebook, and vice-           versa  ...
Headlines• Use email subject line testing to optimize Facebook ad headlines• The reverse also works• Consider ABCD subject...
ImagesImages have a sizable impact on click through rate for Facebook ads• Test multiple images (in combination with headl...
Content Ideas     • Use the speed and interaction       of Facebook to source content       for email and your website    ...
Bring Facebook to Email          • Popular and interesting status            updates from fans can become            not j...
Real-time Email Push• Given the way Facebook’s Edge Rank (and now Graph  Rank) formula works, likes and comments are criti...
Cross-posted Email Components             • Individual, popular pieces of an               email newsletter can also be   ...
3 Areas of Integration• 17 specific killer integration opportunities• How many are you doing today?• Do not tackle all of ...
Jay Baer           Convince & Convert  www.convinceandconvert.com             www.jaybaer.com                    @jaybaerF...
Upcoming SlideShare
Loading in...5
×

17 ways to integrate Facebook and Email Marketing

24,904

Published on

17 ways to integrate Facebook and email marketing. 3 types of integration: strategy/metrics integration; audience integration; message integration.

From Jay Baer and Convince & Convert.

Includes links to several free online tools to assist with Facebook and email marketing integration

Published in: Business, Technology
2 Comments
25 Likes
Statistics
Notes
No Downloads
Views
Total Views
24,904
On Slideshare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
215
Comments
2
Likes
25
Embeds 0
No embeds

No notes for slide

Transcript of "17 ways to integrate Facebook and Email Marketing"

  1. 1. Killer Integration ofFacebook and Email
  2. 2. Integration, Not IsolationEmail Facebook
  3. 3. 3 Areas of Integration• Strategic Integration• Channel & Audience Integration• Message Integration
  4. 4. 1. Strategic Integration84% of Facebook fans are current customers! (DDB)• Facebook tries to keep the brand top-of-mind among people who have opted-in• Email tries to keep the brand top-of-mind among people who have opted-in The Facebook people in your company, and the email people in your company should be the SAME people
  5. 5. Metrics Metrics are similar, with different names: • Email subscribes = Facebook likes • Email unsubscribes = Facebook unsubscribes • Email opens = Facebook impressions • Email clicks = Facebook feedback • Email forwards = Facebook shares
  6. 6. Metrics
  7. 7. Metrics
  8. 8. Advanced Metrics with Pagelever Pagelever.com
  9. 9. Integrated ROI New cross-channel Google Analytics determines true impact of each channel http://ar.gy/multichannel
  10. 10. Facebook Valuation via Email If you know your email investment, you can model Facebook value http://ar.gy/Facebook (free worksheet) Cost of 2 cents per email sent25% open rate = 8 cents per open • Determine TRUE cost per email sent 1,780,904 post views/month • Multiply by open rate = Facebook value of $142,472 • Equals true cost per email view • Value each Facebook post view event to find monthly value of Facebook
  11. 11. Scheduling • Use email time of day testing to optimize Facebook status update schedule • Test nights! • Use email day of week testing to optimize Facebook status update schedule • Test weekends!
  12. 12. 2. Channel & Audience IntegrationOne method of contact isn’t enough. Your goal should be to build a touch point corral around your best customers.• Email subscription• Facebook like• Twitter follow This is how you know you’re doing• SMS sign up something right as a loyalty marketer!• ….more
  13. 13. Email Opt-ins on Facebook • Use your Facebook landing tab as an email opt-in opportunity • Test putting free content or special offers behind a “fan gate” with email sign-up http://facebook.com/ConvinceConv ert
  14. 14. Facebook Likes on Email Thank You• Promote your Facebook page on email thank you auto-responder • When they are in the mood to like you, ask them to “like” you!
  15. 15. Email Opt-ins on Facebook • Encourage a Facebook “like” in the email unsubscribe process • Try to maintain at least one touch point Like Us
  16. 16. Email Subscriptions via Social Log-in • Companies like Janrain serve unified log-in and database building systems • Convenience for your site visitors • Steady stream of data attributes for your company
  17. 17. Use Social Functions in Email to Segment Audience • Most email providers have some sort of “share with your social network” button • Track the subscribers that click this button and build a “social media active” database segment for future use http://ar.gy/emailblog (great email blog)
  18. 18. Include Best Performing Email Products in Facebook Store • F-commerce is easier than ever • Integrate email with Facebook store for special fan-only offers • Test social threshold deals
  19. 19. 3. Message Integration Successful content in email can be used in Facebook, and vice- versa • Drive behavior wherever subscribers are comfortable performing it • Demonstrate integration and unification at the message level
  20. 20. Headlines• Use email subject line testing to optimize Facebook ad headlines• The reverse also works• Consider ABCD subject line test in email (if your list is big enough)• Facebook also enables multiple ads
  21. 21. ImagesImages have a sizable impact on click through rate for Facebook ads• Test multiple images (in combination with headlines) to determine best image for email• Note: This might also work with Google+, using different images sent to different circles
  22. 22. Content Ideas • Use the speed and interaction of Facebook to source content for email and your website • Contest not usually necessary – just ASK
  23. 23. Bring Facebook to Email • Popular and interesting status updates from fans can become not just “sponsored stories” as Facebook ads, but email content too.
  24. 24. Real-time Email Push• 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 all• Status updates that are successful could be emailed (same day) to boost interactions even more, growing Edge Rank for the brand
  25. 25. Cross-posted Email Components • Individual, popular pieces of an email newsletter can also be repurposed as Facebook status updates • Provides a second touch point for some customers • Gives the ability for instant interaction – boosting Edge Rank
  26. 26. 3 Areas of Integration• 17 specific killer integration opportunities• How many are you doing today?• Do not tackle all of these at once• Tier the opportunities, and implement/test 2-4 to start• Remember, your Email people and your Facebook people should be working closely together – or be the same people
  27. 27. Jay Baer Convince & Convert www.convinceandconvert.com www.jaybaer.com @jaybaerFacebook.com/ConvinceConvert Free chapter: http://ar.gy/now
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×