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Thrive II - Email Marketing & Social Networking Tools You Can Use


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In partnership with local chamber of commerce organizations the Tennessean Media Group and 1100 Broadway created and performed a series of seminars targeted to local small businesses in an effort to introduce them to marketing and advertising concepts and tools.

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Thrive II - Email Marketing & Social Networking Tools You Can Use

  1. 2. Today’s Agenda <ul><li>Email Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>Connecting Email & Social Media </li></ul>
  2. 3. Why Make Connections Online 57% of shoppers go Online before making a purchase decision 92% of consumers have opt-in for Email 84% of people enjoyed receiving email from a company when they registered for it 81% of people go online to socialize 52% of social network users have become a “Fan” or “Followed” a brand 46% of social network users say they would talk about or recommend a product on Facebook  34% of respondents have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site
  3. 4. Email Marketing
  4. 5. Email Marketing <ul><li>Email is replacing Direct Mail as the preferred method of communications. Consumers prefer it 3-to-1 over direct mail. </li></ul>Nearly two-thirds of consumers said they had made a purchase because of a marketing message received through email. Commercial e-mail returned a whopping $43.62 for every dollar spent on it in 2009, according to the DMA’s Power of Direct economic-impact study. According to Exact Target 2008 Channel Preference Survey
  5. 6. Email Marketing Text Message Social Networks Instant Message Email Communicating With Business Change in Consumers’ Preferred Channel for Permission-Base Promotional Message from 2008 to 2009 Source: According to Exact Target 2008 Channel Preference Survey
  6. 7. Email Marketing Preferred Email Channel for Marketing Communications Average = 66% According to Exact Target 2008 Channel Preference Survey Promotional messages form a company with who YOU HAVE NEVER INTERACTED Alerts Promotional messages form companies with who you have regularly conducted business, but HAVE NOT ASKED for information Sweepstakes invitations from a company you know Customer service message about specific issue Customer service messages about general products/services Regular status updates on an account Promotional messages form companies I HAVE GRANTED permission Confirmation for transaction Polls, survey related to their products/services
  7. 8. Email Marketing <ul><li>Two Types of Email Marketing </li></ul><ul><li>Network Opt-In </li></ul><ul><ul><li>Emails have been opt-in to a network website </li></ul></ul><ul><ul><li>Emails are captured through surveys, magazine subscriptions, free email signups, etc. </li></ul></ul><ul><ul><li>Lists are rented and segmented by demographics </li></ul></ul><ul><li>Customer Opt-In </li></ul><ul><ul><li>Your own subscriber lists </li></ul></ul><ul><ul><li>Emails have subscribed to you and you only </li></ul></ul>
  8. 9. Network Opt-In
  9. 10. Network Opt-In <ul><li>Benefits </li></ul><ul><li>Quick Deployment </li></ul><ul><li>Large Quantities Available </li></ul><ul><li>Geo-Targeting Capable </li></ul><ul><li>Target Specific Demographics </li></ul><ul><li>Track Results </li></ul><ul><li>Down Sides </li></ul><ul><li>One-Time Use Lists </li></ul><ul><li>Network-Deployed </li></ul><ul><li>More Expensive than Your Subscriber List </li></ul><ul><li>Lower Open Rates than Your Subscriber List </li></ul><ul><li>Lower Click-Thru Rates than Your Subscriber List </li></ul>
  10. 11. Network Opt-In <ul><li>Strategy </li></ul><ul><li>Gain New Opt-In Subscribers </li></ul><ul><li>Attract New Leads </li></ul><ul><li>Announce News </li></ul><ul><li>Advertise Sales </li></ul><ul><li>Distribute Coupons </li></ul>
  11. 12. Network Opt-In <ul><li>Lists & Targeting </li></ul><ul><li>Geo-Target </li></ul><ul><ul><li>State </li></ul></ul><ul><ul><li>County </li></ul></ul><ul><ul><li>Zip Code </li></ul></ul><ul><ul><li>Radius </li></ul></ul><ul><ul><li>Neighborhoods & Carrier Routes </li></ul></ul>
  12. 13. Network Opt-In <ul><li>Lists & Targeting </li></ul><ul><li>Consumer Targeting </li></ul><ul><ul><li>Age, Income, Marital Status, Gender </li></ul></ul><ul><ul><li>Home Value, Housing Type, Personal Finance </li></ul></ul><ul><ul><li>Hobbies, Interests, Religion and more! </li></ul></ul><ul><li>Business Targeting </li></ul><ul><ul><li>Industry Types, Business Names, SIC Codes </li></ul></ul><ul><ul><li>Employees, Square Footage, Expenses, Sales Volumes </li></ul></ul><ul><ul><li>Job Titles, Credit Ratings </li></ul></ul>
  13. 14. Network Opt-In <ul><li>Messaging </li></ul><ul><li>Relevant Content </li></ul><ul><li>Timely Content </li></ul><ul><li>Short and To The Point </li></ul><ul><li>Avoid SPAM Filters </li></ul><ul><li>Personalize to Individual and/or Target </li></ul><ul><li>Mixture of Text, HTML & Graphics </li></ul><ul><li>Provide a Call-To-Action </li></ul>
  14. 15. Network Opt-In <ul><li>Design </li></ul><ul><li>Mixture of HTML to Text </li></ul><ul><li>No More Than 30% of Email Should be Images/Graphics </li></ul><ul><li>Keep In Mind People that have Images Turned Off </li></ul><ul><li>Basic HTML – No CSS </li></ul><ul><li>No Rich-Media, Animations, Videos </li></ul>
  15. 16. Network Opt-In <ul><li>Deployment </li></ul><ul><li>Test and Check </li></ul><ul><li>Consider Day/Time with Offer </li></ul><ul><li>Choose Your Network Carefully </li></ul>
  16. 17. Network Opt-In <ul><li>Tracking & Reporting </li></ul><ul><li>Measure Email Metrics </li></ul><ul><ul><li>Open Rates </li></ul></ul><ul><ul><li>Click-Thru Rates </li></ul></ul><ul><ul><li>Bounce Rates </li></ul></ul>
  17. 18. Network Opt-In <ul><li>Do’s and Don’ts </li></ul><ul><li>Do Provide a Compelling Offer </li></ul><ul><li>Do Provide a Link-Thru </li></ul><ul><li>Do Use Universal Fonts </li></ul><ul><li>Do Use ALT Tags </li></ul><ul><li>Do Comply with CANSPAM Act </li></ul><ul><li>Don’t Use White Text </li></ul><ul><li>Don’t Use a Background Image </li></ul><ul><li>Don’t Over-Target </li></ul>
  18. 19. Network Opt-In <ul><li>Expectations </li></ul>Consumer Email Hi/Low Ranges Bounce Rate: 10% - 35% Open Rate: 0% - 8% Click-Thru Rate: 0% - 2% Averages: Open Rate: 3% - 4% Click-Thru Rate: 0.25% - 1% Business Email Hi/Low Ranges Bounce Rate: 5% - 20% Open Rate: 0% - 20% Click-Thru Rate: 0% - 5% Averages: Open Rate: 5% - 12% Click-Thru Rate: 0.25% - 2%
  19. 20. Network Opt-In <ul><li>Networks </li></ul><ul><li>InfoUSA </li></ul><ul><li>Acxiom </li></ul><ul><li>Melissa Data </li></ul><ul><li>Custom Networks </li></ul><ul><li>Tennessean & Media Outlets </li></ul><ul><li>CareerBuilder & Niche Websites </li></ul><ul><li>Member-Driven Organizations </li></ul>
  20. 21. Customer Opt-In
  21. 22. Customer Opt-In <ul><li>Benefits </li></ul><ul><li>Low Cost </li></ul><ul><li>Pre-Qualified Audience </li></ul><ul><li>Able to Segment </li></ul><ul><li>High Response Rates </li></ul><ul><li>Real-Time Trackable Results </li></ul><ul><li>Able to Personalize </li></ul><ul><li>Drives Traffic to your Website </li></ul><ul><li>Increases Brand Awareness </li></ul><ul><li>Can be Viral </li></ul><ul><li>Down Sides </li></ul><ul><li>You Must Commit </li></ul><ul><li>Can be Overlooked </li></ul><ul><li>Can Wrongly be Accused of Being SPAM </li></ul><ul><li>Has “Waste”, but Minimal </li></ul>
  22. 23. Customer Opt-In <ul><li>Methods of Usage </li></ul><ul><li>Increase Brand Awareness </li></ul><ul><li>Keep Brand In front of Audience </li></ul><ul><li>Announce News </li></ul><ul><li>Advertise Sales & New Products </li></ul><ul><li>Distribute Coupons </li></ul><ul><li>Become the Expert </li></ul><ul><li>Drive Traffic to your Website </li></ul>
  23. 24. Customer Opt-In <ul><li>Subscribers Must Be Opt-in </li></ul><ul><li>What Makes a Valid Opt-In Subscriber? </li></ul><ul><li>They Opt-In via Your Website. </li></ul><ul><li>They Completed an Offline Form and Indicated They Wanted to be Emailed. </li></ul><ul><li>They Gave You Their Business Card and Indicated They Wanted to be Emailed. </li></ul><ul><li>They Purchased a Product or Service From You in the Last 2 Years. </li></ul>
  24. 25. Customer Opt-In <ul><li>What Does Not Make a Valid Opt-In Subscriber? </li></ul><ul><li>The Email Address was Obtained by a Third Party. (Bought, Rented, etc.) </li></ul><ul><li>You Have Access to the List as a Member of an Organization or Club. (Chamber, etc.) </li></ul><ul><li>The Addresses Were Scraped or “Copy and Pasted” From the Internet. (Just Like Spammers Do) </li></ul><ul><li>You Haven’t Emailed the Address in the Past 2 Years. </li></ul>
  25. 26. Customer Opt-In List Growth Tactics Overall ranking based on participants average rating and continuity 3.8 / 80% 3.4 / 86% 3.4 / 79% 3.2 / 84% 2.8 / 96% Top 5 of 17 Tactics Overall Tactic Rating *non-incented, incented & purchase process ExactTarget Customer Survey 2008
  26. 27. Customer Opt-In <ul><li>Average Number Of Tactics To Generate Subscriber Lists </li></ul>
  27. 28. Customer Opt-In <ul><li>Strategy </li></ul><ul><li>Educational </li></ul><ul><ul><li>Corporate Communications </li></ul></ul><ul><ul><li>Countdowns </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Product Alerts & Releases </li></ul></ul><ul><ul><li>Renewal Alerts </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Deals & Discounts </li></ul></ul><ul><ul><li>Education & Training </li></ul></ul><ul><ul><li>Store Openings </li></ul></ul><ul><ul><li>Transactional </li></ul></ul><ul><ul><li>Up-Sell & Cross-Sell </li></ul></ul><ul><li>Nurturing </li></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Feedback Campaigns </li></ul></ul><ul><ul><li>Invitations </li></ul></ul><ul><ul><li>Lead Nurturing & Drip Campaigns </li></ul></ul><ul><ul><li>Loyalty Clubs </li></ul></ul>
  28. 29. Customer Opt-In <ul><li>Messaging </li></ul><ul><li>Relevant Content </li></ul><ul><li>Timely Content </li></ul><ul><li>Short and to the Point </li></ul><ul><li>Avoid SPAM Filters </li></ul><ul><li>Personalize to Individual and/or Target </li></ul><ul><li>Mixture of Text, HTML & Graphics </li></ul><ul><li>Provide a Call-To-Action </li></ul><ul><li>Encourage Viral Sharing </li></ul>
  29. 30. Customer Opt-In <ul><li>Deployment </li></ul><ul><li>Test and Check </li></ul><ul><ul><li>Client Render Test </li></ul></ul>
  30. 31. Customer Opt-In <ul><li>Deployment </li></ul><ul><li>Test and Check </li></ul><ul><ul><li>SPAM Test </li></ul></ul>
  31. 32. Customer Opt-In <ul><li>Deployment </li></ul><ul><li>Consider Day/Time with Offer </li></ul>MailerMailer Email Marketing Metrics June 2009 Best Day To Send: Monday
  32. 33. Customer Opt-In <ul><li>Tracking & Reporting </li></ul><ul><li>Measure Email Metrics </li></ul><ul><ul><li>Bounce Rates </li></ul></ul><ul><ul><li>Open Rates </li></ul></ul><ul><ul><li>Click-Thru Rates </li></ul></ul><ul><li>Measure Website with Analytics </li></ul><ul><li>Compare Multiple Deployments </li></ul><ul><ul><li>What Messages Work? </li></ul></ul><ul><ul><li>What Images Work? </li></ul></ul>
  33. 34. Customer Opt-In <ul><li>Do’s and Don’ts </li></ul><ul><li>Do Stay Consistent and To Your Message </li></ul><ul><li>Do Provide Relevant and Fresh Content </li></ul><ul><li>Do Provide a Link-Thru </li></ul><ul><li>Do Comply with Design Best Practices </li></ul><ul><li>Do Comply with CANSPAM Act </li></ul><ul><li>Don’t Over Send </li></ul><ul><li>Don’t Send Without a Clear Purpose </li></ul>
  34. 35. Customer Opt-In <ul><li>Expectations – Industry Averages </li></ul>Unsubscribes Click-Thru Rate Open Rate 0.42% 5.76% 27.61% Retail 0.24% 4.06% 27.66% Non-Profit 0.37% 2.92% 24.43% Insurance 0.33% 2.47% 20.87% Financial Services 0.85% 4.44% 23.86% Construction 0.26% 2.09% 16.22% Arts/Music 0.25% 1.52% 32.05% Architecture 0.35% 4.13% 27.36% Accounting
  35. 36. Customer Opt-In <ul><li>Getting Started </li></ul><ul><li>Constant Contact </li></ul><ul><li>Vertical Response </li></ul><ul><li>iContact </li></ul><ul><li>1100 Broadway </li></ul><ul><li>Tier 1 & 2 ESPs </li></ul><ul><li>ExactTarget </li></ul><ul><li>Blue Sky Factory </li></ul><ul><li>SilverPOP </li></ul>Email Service Providers (ESP)
  36. 37. CANSPAM Act Compliance <ul><li>Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 </li></ul><ul><li>From Line: Must be from the company/organization whose content is displayed in the email. </li></ul><ul><li>Subject Line: Should be clear, relevant and direct to the content and message in the email. </li></ul><ul><li>Message Content: The message should be honest and not misleading. The message should clearly identify the company/organization. </li></ul>
  37. 38. CANSPAM Act Compliance <ul><li>Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 </li></ul><ul><li>Postal Address: A physical postal address of the company/organization should be included in the footer of the email. No P.O. Boxes! </li></ul><ul><li>Opt-In: All email addresses should be collected through a valid opt-in process. </li></ul><ul><li>Opt-Out: A working and valid opt-out procedure must be present. All opt-out requests should be fulfilled within 24 hours of submission. Opt-out requests may be made by postal mail and must be accepted. </li></ul>
  38. 39. CANSPAM Act Compliance Source: Email 2009: Trends & Solutions in a Tough Economy Why Subscribers Unsubscribe <ul><li>Too Frequent </li></ul><ul><li>Irrelevant Content/Offers </li></ul>
  39. 40. Example Ideas <ul><li>Educational </li></ul><ul><li>You’re an independent dry cleaner in a small town. Local residents depend on you to keep their garments fresh, their ties clean, and their leather jackets supple. </li></ul><ul><li>Last month, you attended a dry cleaning convention where you learned lots of new tips and tricks on wedding gown preservation, and you can’t wait to share the news with your customers. How do you plan to inform them? Your bi-monthly eNewsletter, of course. </li></ul>
  40. 41. Example Ideas Nurturing A older couple whose kids are grown and the house is quiet contemplates on selling their home and downsizing. So they contact their local realtor to inquire about selling. They haven't completely decided but wanted to get some advice. To stay top of mind the Realtor starts marketing to this couple through a nurturing email campaign. First, she sends an email on property taxes in their area. One week later, she sends information via email about drop in interest rates for new home loans. The realtor continues to send weekly informational emails until the client calls her back with their final decision to sell. A “For Sale” sign goes in their front yard the next day.
  41. 42. Example Ideas <ul><li>Marketing </li></ul>El Bajio was looking for quick and effective marketing tools. They wanted to get the word out and start to build a loyal, repeat customer base. They needed an easy way to advertise evening and lunch specials and remind customers to stop into the restaurant. El Bajio uses email marketing to distribute weekly specials coupons. They have received an average of 25% redemption rate on their coupons and their emails receive a 43.8% open rate. When El Bajio started email marketing they had a list of 480 emails. Now the list is 3,266. They grew their subscriber list by sending out interesting emails that people would want to forward to friends, having a sign-up form on their website, and promoting the email sign up at the restaurant.
  42. 43. Social Media
  43. 44. Social Media <ul><li>Definition: Websites and applications that encourage user-interactions, conversations, content generation and group participation. </li></ul><ul><li>Social Networking Can: </li></ul><ul><ul><li>Connect Families </li></ul></ul><ul><ul><li>Expand Businesses </li></ul></ul><ul><ul><li>Improve Civic Life </li></ul></ul><ul><ul><li>Build Communities </li></ul></ul>
  44. 45. Social Media <ul><li>Who is Social Media? </li></ul>
  45. 46. Social Media <ul><li>93% social media growth since 2006 </li></ul><ul><li>23% of Online time is spent on social sites </li></ul><ul><li>96% of Baby Boomers Have Joined a Social Network </li></ul><ul><li>Females Ages 55-65 is the Fastest Growing Segment on Facebook </li></ul><ul><li>If Facebook Were a Country It Would Be The World’s 4th Largest Between The United States and Indonesia </li></ul>
  46. 47. Social Media <ul><li>80% of Companies Are Using LinkedIn as a Primary Recruitment Tool </li></ul><ul><li>78% of Consumers Trust Peer Recommendations </li></ul><ul><li>Ashton Kutcher and Ellen Degeneres (combined) Have More Twitter Followers Than The  Population of Ireland, Norway, or Panama </li></ul>
  47. 48. Social Media <ul><li>What Can Social Media Do For My Business? </li></ul><ul><li>Branding </li></ul><ul><li>Create Awareness </li></ul><ul><li>Impact SEO </li></ul><ul><li>Create a Database </li></ul><ul><li>Build a Reputation </li></ul><ul><li>Drive Traffic </li></ul><ul><li>Monitor & Learn </li></ul><ul><li>Provide Customer Service </li></ul><ul><li>Open Doors </li></ul>
  48. 49. Social Media <ul><li>What Can Social Media Do For My Business? </li></ul><ul><li>Strategies: </li></ul><ul><li>Branding </li></ul><ul><li>Learning </li></ul><ul><li>Lead Generation </li></ul><ul><li>Customer Service </li></ul>
  49. 50. Social Media <ul><li>What Can Social Media Do For My Business? </li></ul><ul><li>Where To Start: </li></ul><ul><li>What are my Goals/Objectives? </li></ul><ul><li>Where is my Audience? </li></ul><ul><li>What Tool is Best for my Use? </li></ul><ul><li>How Much Time Can I Dedicate? </li></ul>
  50. 51. Social Media <ul><li>What Can Social Media Do For My Business? </li></ul><ul><li>What’s Next? </li></ul><ul><li>What am I going to Communicate? </li></ul><ul><li>What Content am I going to Push Out? </li></ul>
  51. 52. Social Media <ul><li>What Can Social Media Do For My Business? </li></ul><ul><li>Content: </li></ul><ul><li>Informative </li></ul><ul><li>Inquisitive </li></ul><ul><li>Business </li></ul><ul><li>Fun/Off-Topic </li></ul><ul><li>Develop Relationships and Offer Value </li></ul><ul><li>Post Schedule </li></ul><ul><li>Informative Content </li></ul><ul><li>Ask a Question </li></ul><ul><li>Off-Topic Quote, Joke, Link or Fact </li></ul><ul><li>Ask a Question </li></ul><ul><li>Informative Content </li></ul>
  52. 53. Social Media <ul><li>FaceBook Campaigns </li></ul><ul><li>Coca-Cola </li></ul>
  53. 54. Social Media <ul><li>FaceBook Campaigns </li></ul><ul><li>Verizon Wireless Careers </li></ul>
  54. 55. Social Media <ul><li>FaceBook Campaigns </li></ul><ul><li>Sambuca Restaurant </li></ul><ul><li>- Upcoming Events </li></ul><ul><li>- Specials & Coupons </li></ul><ul><li>- Viral Photo Sharing </li></ul><ul><li>- Holiday Reminders </li></ul>
  55. 56. Social Media <ul><li>FaceBook Campaigns </li></ul><ul><li>Nashville Shores </li></ul><ul><li>- Specials </li></ul><ul><li>- Upcoming Events </li></ul><ul><li>- Recruitment </li></ul><ul><li>- Viral Photo Sharing </li></ul>
  56. 57. Social Media <ul><li>FaceBook Campaigns </li></ul><ul><li>Williamson County Fair </li></ul><ul><li>3 Weeks Prior – 2 Weeks During </li></ul><ul><li>Reminders of Entertainment, Events, Contests, etc. </li></ul><ul><li>Online-only Incentives </li></ul><ul><li>Sponsorship Support </li></ul>Over 1600 Fans! Engaged Audience!
  57. 58. Social Media <ul><li>FaceBook Advertisements </li></ul><ul><ul><li>Pay-Per-Click or CPM </li></ul></ul><ul><ul><li>Geo-Target to City Level </li></ul></ul><ul><ul><li>Target by Demographics </li></ul></ul><ul><ul><ul><li>Age, Sex, Education, Relationship Status, Current Connections, etc. </li></ul></ul></ul><ul><ul><li>Target by Keywords </li></ul></ul><ul><ul><li>Link to “Fan Page” or Website </li></ul></ul>
  58. 59. Social Media <ul><li>What Can You Do on FaceBook? </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Event Promotions </li></ul></ul><ul><ul><li>Advertise Your Products (FaceBook Marketplace) </li></ul></ul><ul><ul><li>Share Presentations & Whitepapers </li></ul></ul><ul><ul><li>Promote Videos & Photos </li></ul></ul><ul><ul><li>Collect Customer Feedback & Registrations </li></ul></ul><ul><ul><li>Collect Testimonials </li></ul></ul><ul><ul><li>Provide Customer Service </li></ul></ul><ul><ul><li>Recruit New Staff! </li></ul></ul><ul><ul><li>More! (FaceBook Markup Language) </li></ul></ul>
  59. 60. Social Media <ul><li>YouTube Video Campaigns </li></ul><ul><li>Free Hugs Campaign </li></ul><ul><li>Video about One Man’s Mission </li></ul><ul><li>Promotes Audio Track by the Band: “Sick Puppies” </li></ul>Video Viewed over 52 Million Times! Over 95k Comments! Josh Featured On Oprah
  60. 61. Social Media <ul><li>YouTube Video Campaigns </li></ul><ul><li>BC Massage </li></ul><ul><li>Educational Videos </li></ul><ul><li>Use YouTube as Hosting Platform </li></ul>Videos Viewed over 120k Times!
  61. 62. Social Media <ul><li>YouTube Video Campaigns </li></ul><ul><li>Josh Sacco’s “Miracle On Ice” </li></ul><ul><li>5-Year Old Recites Famous Speech from Movie Miracle </li></ul><ul><li>Video is Shared Virally Throughout Net </li></ul>Video Viewed over 1.8 Million Times! Josh Featured On Ellen
  62. 63. Social Media <ul><li>YouTube Video Campaigns </li></ul><ul><li>Sony Bravia Campaign </li></ul><ul><li>Video Commercials Released on YouTube </li></ul><ul><ul><li>“ Balls” </li></ul></ul><ul><ul><li>“ Paint” </li></ul></ul><ul><ul><li>“ Play-Doh (Rabbit)” </li></ul></ul><ul><ul><li>“ Dominos” </li></ul></ul><ul><ul><li>“ Pyramid” </li></ul></ul>Viewed 6+ Million Times!
  63. 64. Social Media <ul><li>Twitter </li></ul><ul><li>Best Buy’s TwelpForce </li></ul><ul><li>Tech Support </li></ul><ul><li>Tech Advice </li></ul><ul><li>Product Recommendations </li></ul><ul><li>Open to 100’s of Employees </li></ul>18,000+ Followers 20,000+ Tweets
  64. 65. Social Media <ul><li>Integrated Campaigns </li></ul><ul><li>Sony VAIO “S.M.A.A.” </li></ul><ul><li>Microsite with Video, Ecommerce, User Submissions and more </li></ul><ul><li>Creation of Personalities </li></ul><ul><li>Facebook and Twitter Accounts </li></ul><ul><li>YouTube Videos </li></ul><ul><li>Encourages Viral Sharing </li></ul><ul><li>Video Viewed 88,000+ </li></ul><ul><li>100+ Twitter Followers </li></ul>
  65. 66. Social Media <ul><li>Integrated Campaigns </li></ul><ul><li>O’Charley’s Roll Model </li></ul><ul><li>User Submits “Story” </li></ul><ul><li>User Blasts Submission to Their Network Asking for a Vote </li></ul><ul><li>Their Friends Come Vote and Submit Their Own “Story” </li></ul><ul><li>Coupons Awarded for Submission </li></ul><ul><li>Give-A-Way/Contest for Submissions </li></ul><ul><li>In-Store POP Materials </li></ul><ul><li>Multi-Media Campaign with Print, Online and Social Media </li></ul><ul><li>Encourages Viral Word-of-Mouth Advertising </li></ul>
  66. 67. Social Media <ul><li>Integrated Campaigns </li></ul><ul><li>O’Charley’s Roll Model Results </li></ul><ul><li>1,000+ submissions </li></ul><ul><li>Heartfelt Stories (Engaged) </li></ul><ul><li>6,500 Website Visits </li></ul><ul><li>81% New Visitors </li></ul>
  67. 68. Social Media <ul><li>Integrated Campaigns </li></ul><ul><li>Mobileroo 2009 </li></ul><ul><li>Real-Time Bonnaroo Coverage </li></ul><ul><li>Twitter Feed Using #tags </li></ul><ul><li>Live Bloggers OnScene </li></ul><ul><li>FlickR Photos Using Keywords </li></ul><ul><li>Mobile-Ready Website </li></ul><ul><li>50,000+ Pageviews During Event </li></ul>
  68. 69. Social Media <ul><li>Social Media Tools You Need To Know </li></ul><ul><li>Ping.FM – Update All Your Networks with One Tool </li></ul><ul><li> – Search Social Networks by Keyword </li></ul><ul><li> – Measure Topics on Blogs </li></ul><ul><li> – Follow a Subject on Twitter </li></ul><ul><li> – Search for a URL on Twitter </li></ul><ul><li> – Analytics Tools For Social Media. (BETA) </li></ul>
  69. 70. Social Media <ul><li>Measuring ROI of Social Media </li></ul><ul><li>What is your “R”? </li></ul><ul><li>To Reduce Customer Support Phone Calls </li></ul><ul><li>To Lower Employee Turnover </li></ul><ul><li>To Increase Revenue </li></ul>
  70. 71. Social Media <ul><li>Measuring ROI of Social Media </li></ul><ul><li>Step One: Identify your ROI on: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><ul><li>Traffic </li></ul></ul></ul><ul><ul><ul><li>Conversions </li></ul></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><ul><li>Subscriber List </li></ul></ul></ul><ul><ul><ul><li>Click-Thru Rates </li></ul></ul></ul><ul><ul><ul><li>Conversions </li></ul></ul></ul>
  71. 72. Social Media <ul><li>Measuring ROI of Social Media </li></ul><ul><li>Step Two: </li></ul><ul><li>Put It All Together </li></ul><ul><ul><li>Establish a Baseline </li></ul></ul><ul><ul><li>Establish an Action Timeline </li></ul></ul>
  72. 73. Social Media <ul><li>Measuring ROI of Social Media </li></ul><ul><li>Step Three: </li></ul><ul><li>Put It All Together </li></ul><ul><ul><li>Overlay Website Traffic </li></ul></ul><ul><ul><li>Overlay Email List Growth </li></ul></ul><ul><ul><li>Overlay Sales Revenue </li></ul></ul><ul><ul><li>Overlay Customer Service Dept. Expense </li></ul></ul><ul><ul><li>Overlay Amount of New Customers </li></ul></ul>Website Traffic
  73. 74. Connecting Email & Social Media
  74. 75. Connecting Email & Social <ul><li>List Growth </li></ul><ul><li>Allow Users to “Share” your Email Content with their Social Networks </li></ul><ul><ul><li>B2B is Seeing Larger Growth </li></ul></ul><ul><ul><li>B2C is Seeing Better Quality </li></ul></ul><ul><li>Share and Promote your Email Content on Social Networks </li></ul><ul><li>Learn From Your Users! Get Analytics About What Content is Popular and What Networks are Popular </li></ul>
  75. 76. Connecting Email & Social <ul><li>List Growth </li></ul><ul><li>Carmex “Kiss” Campaign </li></ul><ul><li>Upload a Photo & Animate a “Kiss” </li></ul><ul><li>Send to Friends via Email, Text or Social </li></ul><ul><li>Majority Sent via Email, but Social Spread It Virally </li></ul>3,000 – 30,000 Subscribers in 1-Year!
  76. 77. Email System Setup <ul><li>Free Setup on Email System </li></ul><ul><li> </li></ul><ul><li>Free Customizable Templates </li></ul><ul><li>Start Growing Your Opt-In List </li></ul><ul><li>Send and Track Emails </li></ul>Sending Cost: $5/email + $0.02 Per Recipient
  77. 78. Social Media Evaluation <ul><li>Free Social Media Evaluation </li></ul><ul><li>Top 15 Mentions </li></ul><ul><li>Sentiment Ranking </li></ul><ul><li>Top Keywords </li></ul><ul><li>Top Users </li></ul><ul><li>Your Social Media Strength & Reach </li></ul>
  78. 79. <ul><li>Thank You </li></ul>