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Tactics to integrate social and email marketing silverpop

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Tactics to integrate email marketing and social media.

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Tactics to integrate social and email marketing silverpop

  1. 1. © 2015 IBM Corporation #ibmamplify Using Email and Social Together to Drive Interaction and Sales
  2. 2. #ibmamplify © 2015 IBM Corporation • Beckley Stover – Email Marketing Specialist – Moosejaw Mountaineering • 9 years in marketing and email marketing – Moosejaw, Brightwave, WBCA • Twitter: @BeckleyS • Loren McDonald – VP, Industry Relations – Silverpop, an IBM Company • 31 years marketing experience – Arthur Andersen, USWeb/CKS, EmailLabs, Lyris • Twitter: @LorenMcDonald 1 Speakers
  3. 3. 2 Email Rocks! Social Rules!
  4. 4. 3 Let’s talk about how they work together …
  5. 5. #ibmamplify © 2015 IBM Corporation 4 Agenda Background Social + Email Tactics Q&A
  6. 6. #ibmamplify © 2015 IBM Corporation Background on Social and Email 5
  7. 7. 70 Million active users 150 Million active users 240 Million active users 400 Million active users 560 Million active users 1 Billion active users
  8. 8. #ibmamplify © 2015 IBM Corporation Email Accounts and Users Worldwide
  9. 9. #ibmamplify © 2015 IBM Corporation Um, how many of you booked a flight on Facebook?
  10. 10. #ibmamplify © 2015 IBM Corporation How Brands Actually Use Facebook
  11. 11. #ibmamplify © 2015 IBM Corporation Social Email Conversation Conversion Email drives the ROI in social
  12. 12. Social/Email Framework Sharing Engagement Social Growth Email Growth Retargeting Re- engagement 11
  13. 13. #ibmamplify © 2015 IBM Corporation Moosejaw: Humor is Our Brand Essence 12
  14. 14. #ibmamplify © 2015 IBM Corporation
  15. 15. • Facebook engagement more than doubled on Facebook page for the entire week following these posts. • The 104 Shares from our response was the second most for all of 2014. Total fan interactions were 1000% higher than average
  16. 16. There’s also a social element in this campaign, with the winner to be announced on Moosejaw’s Facebook page, which is of course a gentle ‘nudge’ for email subscribers who are not yet Facebook fans to go ahead and “Like” Moosejaw if they want a chance at winning those gumballs
  17. 17. #ibmamplify © 2015 IBM Corporation Tip# 1: Add Email Opt-In Form on Facebook Page 17
  18. 18. Paste it in Facebook – Canvas App
  19. 19. #ibmamplify © 2015 IBM Corporation Tip# 2: Use Social to Promote Email Opt-Ins 21
  20. 20. Twitter example Objective: Grow its email database by encouraging users to sign up for a monthly newsletter. Source: Twitter
  21. 21. #ibmamplify © 2015 IBM Corporation Social Leads: Twitter Easy to replicate 1. New offer on Site 2. New CRM campaign 3. Send Tweet Lead Source: Twitter
  22. 22. #ibmamplify © 2015 IBM Corporation Tip# 3: Use Email to Promote Social Campaigns 25
  23. 23. Objective: Create engagement with customers on social and email channels to drive brand awareness and sales for one of our brands, Smartwool. Tactics: Contest to win $1000 in Smartwool product primarily driven through social. People entered by creating and sharing their best “Toe-Painting” with #SmartwoolToePainting. Engagement: • 101 Entries via Email/Facebook/Woobox • 18 Entries via Instagram • 12 Entries via Twitter
  24. 24. #ibmamplify © 2015 IBM Corporation 28 Using Email to Promote Social Content • Sent out over 2,000 Moosejaw Flags to customers • Have received hundreds of new customer pictures that we use throughout our marketing.
  25. 25. 29
  26. 26. • Holiday card • Facebook album: 150+ photos added
  27. 27. #ibmamplify © 2015 IBM Corporation Tip# 4: Promote Social Following in Welcome Emails 31
  28. 28. #ibmamplify © 2015 IBM Corporation 4-Email Welcome Series – With Social At the End Thank you Survey Visit Again Social
  29. 29. #ibmamplify © 2015 IBM Corporation Tip# 5: Promote Social Following in Regular Emails 35
  30. 30. I guess you don’t really want anyone to follow …
  31. 31. A little better
  32. 32. Descriptive
  33. 33. Front and center …
  34. 34. And unavoidable …
  35. 35. #ibmamplify © 2015 IBM Corporation Tip# 6: Use Popular Pinterest Pins 41
  36. 36. 128 repins; 13 Likes; 6 comments vs. typical 1-2 Likes and Repins Learnings? Use this knowledge in email
  37. 37. Pinterest example 128 repins; 13 Likes; 6 comments vs. typical 1-2 Likes and Repins Use top pins in emails as an example: “Check out our Pinterest board …”
  38. 38. #ibmamplify © 2015 IBM Corporation Tip# 7: Promote Videos and Blogs 44
  39. 39. Weekly recipe round- up email drives subscribers to King Arthur Flour blog
  40. 40. Silverpop newsletter – promotes videos, … And blogs
  41. 41. #ibmamplify © 2015 IBM Corporation Tip# 8: Create Crazy/Fun Emails That Get Talked About 47
  42. 42. Moosejaw, using their customer service reps, ended up “breaking up” more than 200 couples. Did this directly sell more back packs or tents? Probably not. But it did continue to create engagement among their subscribers, which leads to greater brand affinity and more sales.
  43. 43. #ibmamplify © 2015 IBM Corporation Tip# 9: Use Facebook Custom Audiences for Ad Retargeting 49
  44. 44. 50 Retarget Email Customers on Facebook
  45. 45. #ibmamplify © 2015 IBM Corporation Tip# 10: Offer Social Options on Unsubscribe/Preferences Pages 51
  46. 46. Horchow preference center – good descriptions; not just a logo
  47. 47. Presented before you unsubscribe
  48. 48. Presented after you unsubscribe
  49. 49. A Few Final Thoughts Cross promote Don’t just promote Learn from each channel Plan for each channel Retain former email subscribers Think video and images
  50. 50. #ibmamplify © 2015 IBM Corporation
  51. 51. #ibmamplify © 2015 IBM Corporation Contacts Loren McDonald Silverpop, an IBM Company lmcdonal@us.ibm.com @LorenMcDonald Beckley Stover Moosejaw bstover@moosejaw.com @BeckleyS

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