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Social Marketing With Email
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Social Marketing With Email


Marketers have dramatically expanded their use of social media marketing from an average of one platform per company in 2006 to eight in 2009. Businesses are increasingly becoming comfortable with the …

Marketers have dramatically expanded their use of social media marketing from an average of one platform per company in 2006 to eight in 2009. Businesses are increasingly becoming comfortable with the idea of having multiple engagement points with different categories of customers in appropriate social media venues.

The growth of engagement marketing has actually increased the value of e-mail, particularly with consumer-facing companies. E-mail has become the force that binds together distributed and often disaggregated social activities and the integration point for customer information. Social media platforms also present an opportunity to drive e-mail subscriptions through multi-platform promotion.

This presentation briefly describes the significant changes that multi-platform social media is driving in the marketing landscape and outlines some emerging best practices for combining new platforms with existing e-mail promotion.

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  • *The Growth of Social Technology Adoption – Forrester Research


  • 1. Turbo-Charge E-mail Marketing with Social Media
    Paul Gillin
    Author, The New Influencers
    Secrets of Social Media Marketing
  • 2. What’s the Value?
    • New Engagement Points
    • 3. Customer Feedback
    • 4. Low-Cost Content Source
    • 5. New Segmentation Opportunities
    • 6. Referrals & Endorsements
    • 7. Ambassador Marketing
    • 8. Engagement Loop
  • Let’s Define Our Terms
    Social Media is a set of online tools that your constituents use to communicate with groups of friends or people with similar interests. They include:
  • Social Synergy
  • 19. Generational Differences
    How US Female Internet Users Share Information About Products They Like
    Source: EMarketer
  • 20. Because It Works
    75% of daily social media users say e-mail is the best way to communicate them, compared to 65% of all e-mail users
    49% of Twitter users say they made an online purchase because of e-mail, compared to 33% of all e-mail users
    --Nielsen Co
    “Newsletters will be a big part of our strategy for 2010”
    --Scott Monty, Ford Motor Co.
    Center for Media Research
  • 21. Social Marketing Goes Multi-Platform
    Platform Adoption by Year
    Paul Gillin Communications Research
    55 respondents
  • 22. Typical Multi-Platform Scenario
    Corporate website
    Feed Aggregator
    Partner website
    Email Newsletter
  • 23. Positive ROI Perception
    What has been the business impact of your company's use of multiple social media platforms?
    Paul Gillin Communications Research
  • 24. Integration Is a Top Priority
    37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).
    55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail).
    Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail)
    Source: EMarketer
  • 25. What is Social CRM?
    “Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects.
    Social CRM is growing out of a completely different need -- the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.“
    --Brent Leary in Inc. magazine
  • 26. Go Where the People Are
    32 million members
    44 million members
    400 million members
    1 billion daily views
    1 million daily visitors
    6 million daily visitors
    1.5 million daily visitors
    10 million members
    50 million members
  • 27. Humanize Interactions
    Trust Equation: People Relate Differently to Humans Than They Do To Brands
    (So Let Your People Go)
  • 28. Use Social Media To…
  • Customer & Competitive Intelligence
    Google Trends
    Social Tools Can Help You Choose Topics for Your Communications
    Most E-mailed
  • 34. Generate Content
    “Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews. In addition, review readers are 62% more likely to continue to engage.”
    --BazaarVoice Case Study
  • 35. Straight Talk
    Features top-rated customer favorites
    Publishes real customer testimonials
  • 36. Other Ways to Generate Content
    • Barter blogger posts
    • 37. Ask a question, feature best answers
    • 38. Bookmark and republish favorite tweets
    • 39. Invite photos, videos and stories
    • 40. Poll and promote
    • 41. Ask feedback and cherry pick
    • 42. Plant seed questions and invite debate
  • Gather Feedback
    • Test messages to a community
    • 43. Limited offers
    • 44. Private or closed-group discussion
    • 45. Brand ambassador programs
    • 46. Competitive intelligence
  • Customize Message to Members
    Hey, Bobby:
    Dear Robert:
  • 47. Social Users Engage Differently
  • 48. Generate Leads
    Use Every Available Channel to Promote
  • 49. Destination: Website
    Always Use Your Own Domain!
  • 50. Make Content Easy to Share
    Promote Subscriptions Everywhere
  • 51. Don’t Just Say “Follow Us On Twitter”
    Promote benefits of membership
    Describe content
    Offer multiple topical destinations
    Embed widgets to keep people on site
  • 52. On the Back End…
    • Use unique URLs in each venue
    • 53. Customize landing pages to audience
    • 54. Gather social contact information from subscribers
    • 55. Tag social content for e-mail customization
  • The Cree LED Revolution
    • Goal is to promote LED lighting technology
    • 56. Anyone, even competitors, can contribute stories and photos
    • 57. E-mail campaign reaches out to agents and producers
    • 58. Visitors can submit photos of dismal lighting in their workplace
    • 59. Winners featured in e-mail campaign
  • Tracking success
    Traffic – unique visitors vs. page views
    Technorati rankings
    RSS subscriptions
    Google linkto: and allinanchor:
    De.licio.us and Technorati tags
    WebsiteGrader.com, Xinu, Compete, etc.
    Not to mention…
    • Search engine rank
    • 60. Social bookmark activity
    • 61. Comments on your site and others
    • 62. Inbound links
    • 63. Blog mentions
    • 64. Discussion group posts
    • 65. Social network membership
    • 66. Bloglines or Blogpulserankings
    • 67. Mainstream media references
    • 68. Referral links
    • 69. Search engine results
    • 70. Positive/negative sentiment analysis
    • 71. Video viewership
    • 72. Mashups
    • 73. Copycat or parody videos
    • 74. Contest entries
  • Thank you!
    Paul Gillin
    Twitter: pgillin
    Subscribe to my free weekly newsletter at gillin.com
    Available on Amazon or at NewInfluencers.com
    Available on Amazon or at SSMMbook.com
    Coming January, 2011: Social Marketing to the Business Customer
    By Paul Gillin & Eric Schwartzman