Beyond Email Marketing: Adding Social to Your Marketing Mix

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Email marketing has proven value and best practices to enable businesses to reach existing and potential customers. Social networks have opened new opportunities for businesses to drive awareness, engage current and potential customers and provide new revenue opportunities. How do the two channels differ? How are they similar? How do they complement one another?



Learn how social marketing can enhance your current strategies and help drive new business for you in the real-time world of social networks. Ric Pratte, President and CEO, and Margaret Donnelly, VP of Marketing, of JitterJam will walk you through the basics and provide use cases on how email and social marketing together can enhance your bottom line.

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  • Drive email contacts to social and social contacts to email.
  • Drive email contacts to social and social contacts to email.
  • Beyond Email Marketing: Adding Social to Your Marketing Mix

    1. 1. Beyond Email Marketing:Adding Social to Your Marketing Mix<br />JitterJam<br />Ric Pratte<br />President & CEO<br />Margaret Donnelly <br />VP Marketing & Business Development<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    2. 2. Agenda<br />Why add Social to your marketing mix<br />6 keys to driving deeper engagement<br />Case study<br />Use cases<br />Q&A<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    3. 3. Who are you trying to reach?<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />Chances are, they are using Social networks<br />
    4. 4. What do they want?<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />Social interaction is not justabout offers & incentives<br />
    5. 5. Email & Social fuel one another…<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    6. 6. …and Marketers are jumping in <br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    7. 7. Email and Social marketing are not so different<br />Signify interest in a brand<br />Driven by content<br />DO require consumer opt-in<br />Enable the brand to build a closer relationship with the consumer<br />Significantly benefit from segmentation <br />Have an expectation of value<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    8. 8. But there are differences<br />Expectations<br />Execution<br />Frequency & constancy<br />Content<br />Resources<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    9. 9. Where is the intersection?<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />Brand<br />Email List<br />Social Contacts<br />
    10. 10. Social & Email can leverage one another<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />Brand<br />Social Engagement<br />Email Engagement<br />Driving Deeper Engagement<br />
    11. 11. How?<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />ACTION!<br />6 keys <br />to driving deeper engagement<br />
    12. 12. How?<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />ACTION!<br />Cross-pollinate<br /> Listen & engage<br /> Community<br /> Permission<br /> Targeted marketing<br /> Measure & adapt<br />
    13. 13. 1. Cross-pollinate Email & Social<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    14. 14. Email  Social<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />1. Cross-pollinate<br />Inviteemail contacts to connect on social <br />
    15. 15. Social  Email<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />1. Cross-pollinate<br />Announce your email marketing to your social contacts<br />
    16. 16. 2. Listen & engage<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    17. 17. Listen & engage<br />Search for conversations around your brand, your product, your market<br />Collect information about those who are talking<br />Use that information to begin engaging those people in social conversation<br />Dating before marriage<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />2. Listen<br /> & engage<br />
    18. 18. Learn and segment<br />Influencers<br />Engaged<br />Buyers<br />Most active<br />Specific products<br />Location<br />Demographics<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />2. Listen<br /> & engage<br />Gather intelligence on your contacts<br />
    19. 19. 3. Be an active member of your social community<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    20. 20. Social is a different animal<br />Strategy first<br />Social engagement vs. social marketing<br />Actively listen & engage<br />Source & share content<br />Don’t be “commercial” (unless that’s the known intent)<br />Goal: Draw current and new contacts to you<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />3. Social<br />Community<br />
    21. 21. 4. Ask for permission to market through multiple channels<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    22. 22. Drive people to opt-in<br />Website<br />Advertising<br />Social profiles<br />Contests<br />Social sharing<br />Signage<br />Incentive offers<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />4. Permission<br />Use different methods to drive people to connect <br />
    23. 23. Ask for multiple contact points<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />4. Permission<br />Use marketing <br />best practices <br />for both Social and Email marketing<br />
    24. 24. Ask for contact info, message frequency & interests<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />4. Permission<br />Deliverhighly targeted content that results in higher open rates and engagement<br />
    25. 25. Track the sources of your success<br />Use unique source links<br />Separate landing pages / opt-in forms for EACH source<br />Tag each contact w/source data<br />Track each source’s effectiveness over time<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />4. Permission<br />Track the engagement sourcefor each of your contacts<br />
    26. 26. 5. Use what you’ve learned<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    27. 27. Segmentation, A/B testing…<br />BUT you get the benefit of ALL the data you’ve collected via social to segment and target your customer!<br />Influence<br />Engagement<br />Preference<br />Experiment and test<br />Different offers for different channels<br />A/B testing within a group<br />Adhere to the permissions you’ve gathered<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />5. Use what<br />you’ve learned<br />Use the same best practices for targeted social & email marketing<br />
    28. 28. 6. Measure, review and adapt<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    29. 29. Keep refining your tactics<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />6. Measure<br /> & adapt<br />Social marketing is new and marketers are testing & refining their methods<br />New!<br />
    30. 30. Cross-pollination case study<br />Situation<br />Moderate opt-in email list<br />Low marketing activity (both email & social)<br />Wanted to re-launch social presence<br />Action<br />Email campaign to get new opt-ins to multi-channel marketing<br />Same campaign launched via Facebook & Twitter<br />Product give-away incentive<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />Result<br /><ul><li>+4400% in Twitter followers
    31. 31. +219% in Facebook Fans
    32. 32. 26% gave >1 contact points
    33. 33. 28% did NOT give email addr
    34. 34. Email CTR: 9%
    35. 35. Social CTR: 17%</li></li></ul><li>Use cases<br />Brand community development<br />Sales/promotions<br />Customer service<br />Product research/feedback<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    36. 36. Action summary<br />ACTION!<br />Cross-pollinate<br />Listen, engage & learn<br />Be an active member of your social community<br />Ask for permission to market<br />Use what you’ve learned<br />Measure, review, adapt<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    37. 37. About JitterJam Social CRM<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    38. 38. JitterJam Social CRM<br />Turning Conversations into Customers™<br />
    39. 39. Resources<br />Request more information<br />http://www.blueskyfactory.com/JitterJam<br />JitterJam blog <br />http://www.JitterJam.com/blog<br />Idea Spark Creativity Coffee<br />http://ideaspark.eventbrite.com<br />Blue Sky Factory White paper<br />http://www.blueskyfactory.com/jjwebinar<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    40. 40. Connect with us!<br />@JitterJam<br />@ricpratte<br />@mwdonnelly<br />www.facebook.com/JitterJam<br />www.linkedin.com/in/ricpratte<br />www.linkedin.com/in/mdonnelly<br />www.JitterJam.com<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />
    41. 41. Questions<br />Connect With Us: @JitterJam - @ricpratte - @mwdonnelly<br />

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