Jay Baer
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  • Socialfresheast branding
  • Social media won’t kill email. Need an email account to even sign UP for social media.
  • The Biggest Myth of Facebook Is the Ability to Create Customers Out of Thin Air
  • Picture up a poseur?
  • Yes, On Occasion Our Fans Interact With Our Status Updates, Giving a Digital “heads up” to Their Friends That Might Result In New Awareness For Our Brand. But This is the Exception
  • Yes, On Occasion Our Fans Interact With Our Status Updates, Giving a Digital “heads up” to Their Friends That Might Result In New Awareness For Our Brand. But This is the Exception
  • Facebook Is An Opt-In Tool To Keep Our Brands Top Of Mind Among People Who Have Asked Us To Do So. So is email.
  • Essentially, The Same Thing, Just One is Modern and Cool and the Other is Old, but Still Effective
  • Integrate
  • Muppet Hand Shake
  • The Count. Facebook screen shot.
  • Basketball assist image?
  • The Count. Facebook screen shot.
  • If the Strategy is Similar, the Outcomes are Similar, and the Measurement is Similar, Shouldn’t the Facebook People and the Email People in Your Company Be the Same People?
  • Kermit Hand
  • Muppet Hand Shake
  • Use your Facebook landing tab as an email opt-in opportunityTest putting free content or special offers behind a “fan gate” with email sign-up
  • Muppet Hand Shake
  • Use email time of day testing to optimize Facebook status update scheduleTest nights!Use email day of week testing to optimize Facebook status update scheduleTest weekends!
  • Use email subject line testing to optimize Facebook ad headlinesThe reverse also worksConsider ABCD subject line test in email (if your list is big enough)Facebook also enables multiple ads
  • Images have a sizable impact on click through rate for Facebook adsTest multiple images (in combination with headlines) to determine best image for email
  • Use the speed and interaction of Facebook to source content for email and your website Contest not usually necessary – just ASK
  • Use the speed and interaction of Facebook to source content for email and your website Contest not usually necessary – just ASK
  • 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 allStatus updates that are successful could be emailed (same day) to boost interactions even more, growing Edge Rank for the brand
  • 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 allStatus updates that are successful could be emailed (same day) to boost interactions even more, growing Edge Rank for the brand
  • If the Strategy is Similar, the Outcomes are Similar, and the Measurement is Similar, Shouldn’t the Facebook People and the Email People in Your Company Be the Same People?

Transcript

  • 1. Facebook & Email Let’s be friends!
  • 2. Don’t
  • 3. 58of Adults%in U.S.CheckEmail FirstThing in ExactTarget
  • 4. MORECUSTOMERS - ON -FACEBOOK!
  • 5. of corporate social marketerslook at Facebook as a way to get new customers Wildfire 2012
  • 6. We “Like” What We Like
  • 7. of the Fans of CompanyFacebook Pages Are Current or Former Customers DDB
  • 8. AccidentalMarketer
  • 9. So does this!This helps me remember you!
  • 10. integrate
  • 11. Areas of Integration:Operations and MeasurementIntegrationChannel & AudienceIntegration
  • 12. Operations &Measurement Integration
  • 13. similar metri csEmail subscribes = Facebook likes Email unsubscribes = Facebook unlikes or hides Email opens = Facebook Reach Email clicks = Facebook Engaged Users Email forwards = Facebook
  • 14. Measure Cross-Channel Impact
  • 15. valueFACEB OOK EMAILthrough Determine TRUE Cost Per Email Sent Multiply by Unique Clicks = Cost Per Unique Email Click Calculate Total Facebook Engaged Users Multiply by Cost Per Unique Email Click =
  • 16. Value FacebookThrough Email .02 per email sent X 10% click rate = .20 cost per click X 86,151 Facebook Consumptions Monthly = Pagelever. com $17,230 in Facebook value http://ar.gy/Facebook (free worksheet)
  • 17. Personnel Integration
  • 18. channelaudience integration
  • 19. nboxes are EXPLO DING Build a Touch- point Corral Email subscription Facebook like Twitter follow SMS sign up
  • 20. Email Opt-Ins on Facebook
  • 21. Promote Facebook in EmailConfirmation
  • 22. Promote Facebook in Email Unsubscribe
  • 23. Gather Email Data withSocial Log-in
  • 24. of online buyers desire social sign-in Janrain
  • 25. Create Email Segmentation Smart
  • 26. of corporate email marketers include social icons in their emails Get
  • 27. Test F-Commerce Inventoryvia Email Gilt
  • 28. Promote FacebookThreshold Deals in Email Hydroflas
  • 29. mess ageINTEGRATION
  • 30. time of day day of week testing
  • 31. Headline Testing Frontgat
  • 32. Image Testing Frontgat
  • 33. Use Facebook to SourceEmail Content Visit
  • 34. Use Fan Posts as Email Content J Jill
  • 35. Real-Time Integration Pageleve r.com With EdgeRank, the Rich Get Richer If You Have a Successful Status Update,Email it ASAP to Keep the Momentum Rolling Social Segmentation Helps Here
  • 36. Promote Email (Pre-Launch)on Facebook CB2
  • 37. to Integrate Facebook and Email
  • 38. DO NOT eat all cookies at same time
  • 39. Friends = Results
  • 40. Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.com@jaybaerFacebook.com/ConvinceConvert Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Com Workshop, The Muppets Studio