Email + Social Media: Looking Beyond Sharing ExactTarget Connections 09 October 14, 2009

Good Email & Good Social Media Look Similar

Bad Email & Bad Social Media Look Similar

Goal for Both: Use Relevancy to Drive Brand Engagement

Email and Social Should be the Same Program at Your Company

4 Ways to Create Email + Social Synergies Socially Enable Landing Pages Activate, Don’t Collect Content Mapping Segmentation

Socially Enable Landing Pages

Activate, Don’t Collect

Content Mapping

Segmentation

Socially Enable Landing Pages Extend the engagement when the subscriber is acting. Use Facebook Fan Box and RSS subscription options.

Extend the engagement when the subscriber is acting.

Use Facebook Fan Box and RSS subscription options.

Facebook FanBox, RSS

Activate, Don’t Collect Take the best of your site and push it out. Engage with customers and prospects where THEY live, not where you live.

Take the best of your site and push it out.

Engage with customers and prospects where THEY live, not where you live.

Talk With Your Customers, Not At Them Old Marketing New Marketing

“ Special” isn’t always followed by “Offer” Give People Exclusive Content Give People Early Access Make the Customer the Star Conduct Market Research

Give People Exclusive Content

Give People Early Access

Make the Customer the Star

Conduct Market Research

Californiatortilla.com Great use of email to build brand affinity without relying on the crutch of discounts.

Californiatortilla.com

Great use of email to build brand affinity without relying on the crutch of discounts.

Use Social Media to Map Email Content Your communication frequency is much higher in social media than email. Use content engagement results to improve email.

Your communication frequency is much higher in social media than email.

Use content engagement results to improve email.

Use Facebook Analytics to Gauge

Use Postrank to Measure Blog Success Postrank.com

lululemon.com email uses best blogs posts to populate email content.

lululemon.com email uses best blogs posts to populate email content.

Segmentation via Social Use behavior and analysis to segment subscribers. This email opt-in box on Facebook is coded in the database so those subscribers are known Facebook users.

Use behavior and analysis to segment subscribers.

This email opt-in box on Facebook is coded in the database so those subscribers are known Facebook users.

Collect Social Data on Forms Consider collecting social profile data from your customers and prospects during subscription or lead generation process.

Consider collecting social profile data from your customers and prospects during subscription or lead generation process.

Mailbox IQ 1:1 Statistics New tracking from mailboxiq.com enables subscriber level data on social usage among email recipients

New tracking from mailboxiq.com enables subscriber level data on social usage among email recipients

Unbound Technology Social Graphing New tool from unboundtech.com enables you to determine social media usage among your email subscribers.

New tool from unboundtech.com enables you to determine social media usage among your email subscribers.

Make Social & Email Work Together

Jay Baer Social Media Strategy & Coaching blog: convinceandconvert.com twitter: @jaybaer