Your SlideShare is downloading. ×
0
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Social Media + Email Marketing: A Match Made in Digital Heaven
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Media + Email Marketing: A Match Made in Digital Heaven

7,220

Published on

Are your email and social media marketing programs working in tandem to create LEVERAGE? If not, learn how to integrate these digital marketing channels to create more visibility online, build your …

Are your email and social media marketing programs working in tandem to create LEVERAGE? If not, learn how to integrate these digital marketing channels to create more visibility online, build your list, develop stronger customer connections, and boost revenue.

Published in: Business, Technology
3 Comments
47 Likes
Statistics
Notes
No Downloads
Views
Total Views
7,220
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
18
Comments
3
Likes
47
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The old marketing model relied on a funnel approach which was mostly one-way from advertiser to audience. Advertisers were more interested in broadcasting a message to a large, like-minded audience. Audiences usually had little mechanism for feedback – other than to buy or not buy. The market determined the effectiveness of advertising messages, which were designed basically to generate demand for products and sell them rather than communicate the value of such products.
  • The new model is quite different. Internet marketing channels like social media sites, blogs, and email make it possible for advertisers and audiences to have two-way conversations. In fact, audiences have shown they are eager to provide vocal and frequent feedback when given the mechanisms to do so. Therefore, the marketers who will succeed in the new world are required to engage in conversations rather than simply broadcast a message to the masses. The goal has shifted from simply selling product (of course, that’s still what needs to happen to stay in business) to developing long-term, loyal customer relationships. Any good direct marketer knows it costs more to generate new customers than keep the ones you already have, so if we continually demonstrate value through information, education, entertainment and by way of serving communities, customers will stick around. The new model has evolved into selling by way of serving rather than selling by way of promoting.
  • We’ve been hearing about integrated marketing for years now, but it’s only recently become a reality, a reality that goes beyond making connections. What’s really happening is a fusion of both intentional and unintentional impressions, communications, and information. That fusion is taking place as the result of greater transparency between companies and customers, more holistic ways of having customer conversations, the rise of Web 2.0 as it’s called (dominated by User Generated Content and everyone seemingly talking to everyone else about anything and everything they can) which of course carries into social media sites like Facebook, MySpace, LinkedIn, Flicker, and more. Because this is evolving in real time, there’s never been a better time to leverage email. In fact, the great news is how far it’s come in less than a decade, from out of the silo into the very heart of the mix.
  • Email marketing as the new nexus powering, connecting, pushing and pulling customers and prospects into the many marketing channels and contexts we’ll be operating in. In its early days, it was a great connector between offline direct response like mail, catalog, and phone and it still is. Marketers can leverage multiple channels to gain greater mind share with customers, and of course email can convey information and offers in ways traditional advertising can’t compete with – faster and cheaper than is possible otherwise – which is a huge time advantage marketers now have. What’s really interesting though is how it’s also become the lynchpin of customer contact online. It is still the workhorse empowering social media, nudging and alerting members to check in, or transmitting personal messages when a member isn’t actively engaged in a social network. It also initiates and encourages Web site activity, pushing and pulling customers to interact with us online, and by doing so speeds channel migration, streamlines operations and accelerates customer service. And of course, because email has become as prevalent a point of contact as the phone, it’s now a primary data element on most customer lists, our online connector to things happening in our offline worlds like events, store openings, mergers, etc.
  • How could we possibly forget social media? The answer is we can't. All of the sites you see here have community interaction capabilities. They let people share status updates and content, like photos on Flickr or Video on YouTube. Some are true social community sites like Twitter and LinkedIn, while others like Digg and Stumble Upon are what is known as social bookmarketing sites, places where users can create an account that tracks all the content they like and recommend.
  • And all of these destinations have grown exponentially over just a few years. Twitter, for example, grew from 6 million users in 2008 to over 75 million in 2010. But, Twitter has only about 10-15 million ACTIVE users
  • The meteoric rise of Facebook continues as well, growing from 60 million users in 2008 to upwards of 400 million in 2010. If Facebook were a country, it would be the third most populous in the world!
  • The great news is there’s an affinity between the social-media savvy and their preference for email (slide)
  • It’s not so much about finding people who are loyal to one digital communications channel as it is about identifying people who are comfortable with digital communication as a new modality. Digital conversation savvy people are having conversations in multiple places online - email AND social media - rather than one place or another. This is why those more engaged in social media are also more connected to their inboxes. The mindset set translates and skill at using one online communication channel tends to translate to skill at using others.
  • Let's take a moment to remind ourselves of how email is the backbone of how many social media sites push content to members in order to pull them back to the social network.
  • So, how do you integrate email specifically with social media? Here are four ways I'm going to dive into in more detail. First, include the option in your email campaign deployment to host your email message as a Web page and then tweet links to either that Web-version of your email, or the subsequent landing pages it leads to. Second, include “share to social network” buttons in your email so your list members can share your information through their own social media pages, thereby reaching extended audiences for you. Third (slide) . . . I’ll show you examples of all four of these approaches.
  • Social media continues the conversation started in email.
  • This is a content leverage strategy – content extension. It’s really social bookmarking, but can get you retweets and viral lift
  • In addition to including share to social bookmarking buttons in your email messages, you also want your email list members to be able to find your social media pages on their favorite networks. Here's an email from the Chicago Convention and Tourism bureau that illustrates how they do that. I love that they put this call to action in the pre-header where it's most visible. In fact, build it into your email design template if you can.
  • In addition to including share to social bookmarking buttons in your email messages, you also want your email list members to be able to find your social media pages on their favorite networks. Here's an email from the Chicago Convention and Tourism bureau that illustrates how they do that. I love that they put this call to action in the pre-header where it's most visible. In fact, build it into your email design template if you can.
  • Fourth, proactively INVITE your email list to interact with you on social network sites. Just ask them! This is a great strategy I see more and more and works well to announce your presence if you're new to a major social media platform. It helps conversion if you explain why people should connect to you on social media. Recent research indicates they do so with the expectation of getting discounts and deals, so if you'll be providing those kinds of incentives to your social media friends and followers then explicity tell them that in the email. Here's an example from Seasons 52 . . .
  • Fourth, proactively INVITE your email list to interact with you on social network sites. Just ask them! This is a great strategy I see more and more and works well to announce your presence if you're new to a major social media platform. It helps conversion if you explain why people should connect to you on social media. Recent research indicates they do so with the expectation of getting discounts and deals, so if you'll be providing those kinds of incentives to your social media friends and followers then explicity tell them that in the email. Here's an example from Seasons 52 . . .
  • What I love about email and social media is the synergy between the two - how one can grow the other and vice versa.
  • The great thing about this is not only do you use Twitter to drive people to your email content (either email hosted as Web page or the email’s landing page) but you get residual lift from RTs. Especially good whenever you publish a new issue of your e-newsletter
  • Here's another example of linking from within an email message to video hosted externally - this time on YouTube. The objective of this message from Defenders of Wildlife is to obtain support and donations to help save Idaho Wolves. Right at the top of the message is an invitation to watch the video, next to a mini console player which is an active link to the video on YouTube. An added push is the celebrity endoresement by actress Ashley Judd. There are plenty of other creative bells and whistles going on in this email message, but let's look at where the video link takes us.
  • Transcript

    • 1. SOCIAL MEDIA + EMAIL MARKETING LEVERAGING A MATCH MADE IN HEAVEN eWomen Network, Ft. Lauderdale Karen Talavera, Synchronicity Marketing May 13, 2010 EMAIL MARKETING SAVVY
    • 2. Your Presenter <ul><li>Karen Talavera, President </li></ul><ul><li>Synchronicity Marketing </li></ul><ul><li>Offering inspired email marketing coaching, training, </li></ul><ul><li>consulting and strategy since 2003 </li></ul><ul><ul><li>Nationally-recognized email marketing seminar leader for the Direct Marketing Association (DMA) and Fortune 1000 companies </li></ul></ul><ul><ul><li>Coach, speaker and writer for MarketingProfs, Solo-Entrepreneur, and others </li></ul></ul><ul><ul><li>Huffington Post blogger, avid international traveler, social media enthusiast soaking up sun in South Florida </li></ul></ul>EMAIL MARKETING SAVVY
    • 3. The Times They Are-a-Changin’
    • 4. The Old Model <ul><li>One-way progression </li></ul><ul><li>More interested in speaking than listening </li></ul><ul><li>Goal: Create demand rather than value </li></ul><ul><li>Sell vs. Serve </li></ul>
    • 5. The New Way <ul><li>Two-way dialog, multiple avenues </li></ul><ul><li>Conversation vs. broadcast </li></ul><ul><li>Goal: Create long-term value & loyalty </li></ul><ul><li>Sell by way of Serving </li></ul>
    • 6. Why Now?
    • 7. Online Marketing Flourishing <ul><li>During tough times, more marketers adopted digital marketing </li></ul><ul><ul><li>Over 90% of marketers polled by eMetrics said they would increase or maintain their online marketing budgets </li></ul></ul>
    • 8. Email: The New Nexus
    • 9. The Meteoric Rise of Social Media
    • 10. Exponential Growth of Twitter <ul><li>2008 </li></ul>2010 Source : ComputerWorld
    • 11. Facebook Continues to Mature <ul><li>2008 </li></ul>2010 Source : Facebook
    • 12. Heavy Social Media Users More Email Responsive <ul><li>75% of daily social media users say email is the best way for companies to communicate with them, compared to 65% of all email users </li></ul><ul><li>49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users </li></ul>|
    • 13. Digital Savvy Crosses Channels
    • 14. Social Media Depends on Email
    • 15. Combining Them = LEVERAGE
    • 16. Four Ways to Create Online Synchronicity
    • 17. Social Continues the Conversation Started in Email <ul><li>Get the social connection going right from the moment of email subscribe </li></ul><ul><li>Invite readers to comment/interact with you on blog and social networking sites </li></ul><ul><li>If they’re already following you, you have another online channel for communication in case they unsubscribe from email </li></ul>|
    • 18. Share With Social Network (SWSN) <ul><li>Embed sharing technology into your email messages so recipients can share them with their own networks </li></ul>
    • 19. What Gets Shared? <ul><li>Engaging, Funny, Educational, Informative </li></ul><ul><ul><li>That’s the content that usually gets shared to social </li></ul></ul>|
    • 20. Three Reasons to Encourage Sharing <ul><li>Extends reach of your message, content </li></ul><ul><li>Pinpoints influential brand ambassadors, loyalists </li></ul><ul><li>Grows database </li></ul>
    • 21. Link Email to Social Media Pages <ul><li>Let them know how to find you on Twitter, Facebook, LinkedIn or YouTube </li></ul><ul><li>Cross-pollinate audience groups </li></ul>|
    • 22. Link Site/Blog to Social Media Pages <ul><li>Ideally from Home Page </li></ul>|
    • 23. Use Email List to Grow Social Media <ul><li>Contests! </li></ul>|
    • 24. Use Email List to Grow Social Media <ul><li>Announce your presence if new </li></ul><ul><li>Invite to friend/follow </li></ul><ul><li>Articulate value prop (WIIFM to engage through another channel?) </li></ul>
    • 25. Use Social Media to Grow Email List <ul><li>Some social media visitors will already be on your email list, others won’t. Give them a way to join the list from social media sites </li></ul>|
    • 26. |
    • 27. Reward Desired Behavior <ul><li>When email subscribers friend/follow on social media, email them a thanks </li></ul><ul><li>When social media followers/fans sign-up for email, begin welcome/ onboarding email </li></ul>|
    • 28. Extend Content to New Platforms <ul><li>Some ESPs allow you to automatically send a feed to Twitter when deploying an email campaign. You can link to campaign as a hosted Web page </li></ul><ul><li>Or, set up your own Tweets </li></ul><ul><ul><li>Hootsuite.com </li></ul></ul>|
    • 29. Link to Video Hosted on YouTube
    • 30. Content Extension |
    • 31. Key Insights <ul><li>“ A Rising Tide Lifts all Boats” </li></ul><ul><ul><li>Email combined with social media has exponential ability to boost influence </li></ul></ul><ul><ul><li>Leveraging partner or member brands’ social media efforts a major asset </li></ul></ul><ul><li>Leverage your current email list members’ ability to connect you to new subscribers, and Reward them when they do </li></ul><ul><ul><li>Solid influence + useful content can double or triple list size </li></ul></ul><ul><li>Use Social Media to spark interest, answer questions </li></ul><ul><ul><li>Devise an intentional consideration path social media community  email list sign-up  detailed offers  2-way communications platform for questions </li></ul></ul>
    • 32. Special Offer <ul><li>Email & Social Media Flight Accelerator e-Course </li></ul><ul><ul><li>Launch price: $597 </li></ul></ul><ul><ul><li>Today’s Special: $497 </li></ul></ul><ul><ul><ul><li>Lay foundation and gather content for your social media & email marketing programs FOR THE YEAR </li></ul></ul></ul><ul><ul><ul><li>Reveal WHO your target audience really is, what they crave and how to get your message across so it effortlessly attracts them </li></ul></ul></ul><ul><ul><ul><li>Boost email, blog and social media performance by learning little-known free and easy ways to integrate them together, automate deployment, and generate LEVERAGE that boosts results! </li></ul></ul></ul><ul><ul><ul><li>Learn HOW to measure and monitor your efforts, and uncover the best listening and response analysis tools for testing and tweaking your programs in the future </li></ul></ul></ul><ul><ul><li>To order http://www.highaltitudemarketingacademy.com with coupon code MAY2FLY (all caps) </li></ul></ul>
    • 33. Email & Social Media e-Course <ul><li>What’s Included? </li></ul><ul><ul><li>Five 90-minute training teleclasses on audio CD, plus the bonus Q&A Call </li></ul></ul><ul><ul><li>Written transcripts of each class conveniently bound into a printed course book that is yours to keep and reference whenever you need it </li></ul></ul><ul><ul><li>SPECIAL BONUS FREE CALL &quot;The 5 Secrets to Emotionally Connecting with your Target Audience Online&quot; on audio CD </li></ul></ul><ul><ul><li>Interactive worksheets, samples, and templates on CD-ROM </li></ul></ul><ul><ul><li>Exclusive Online Messaging Flight Planner ($249 value) and Email and Social MediaCampaign ROI Calculator ($249 value) interactive spreadsheets </li></ul></ul><ul><ul><li>The &quot; Million Dollar Online Marketing Resources Rolodex &quot; of the BEST low or no-cost email, blog and social media tools, solutions, information, software, and applications (especially great for solo-preneurs or small businesses!) </li></ul></ul><ul><li>To order http://www.highaltitudemarketingacademy.com with coupon code MAY2FLY (all caps) </li></ul>
    • 34. eWomen Network, Ft. Lauderdale Stay Connected Email: [email_address] Web: www.synchronicitymarketing.com Facebook/LinkedIn: Karen Talavera Twitter: http://twitter.com/SyncMarketing Phone: 561.967.9665 THANK YOU, QUESTIONS?

    ×