Facebook and Email - Integrating Two Important Channels
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Facebook and email are more alike than different. In this presentation from Jay Baer - given as the kickoff to the Advanced Facebook Ads 2012 virtual conference - you'll see why email is Madonna, and Facebook is Lady Gaga. The same thing, but with a new coat of paint. Learn 17 ways to integrate these two important marketing channels.
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Facebook and Email - Integrating Two Important Channels
- 1. Facebook & Email @jaybaer Let’s be friends!
- 2. Jay Baer Convince & Convert www.ConvinceAndConvert.com www.SocialPros.com @jaybaer Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio
- 3. Don’t PANIC
- 4. 58% of Adults in U.S. Check Email First Thing in the Morning ExactTarget 2011
- 5. 77% Prefer Email for Promotional Messages ExactTarget 2012
- 6. MUST GET MORE CUSTOMERS - ON - FACEBOOK!
- 7. of corporate social marketers look at Facebook as a way to get new customers Wildfire 2012
- 8. We “Like” What We Like
- 11. of the Fans of Company Facebook Pages Are Current or Former Customers DDB 2011
- 12. So does this! This helps me remember you!
- 13. Email is Madonna Facebook is Lady Gaga Same Thing, But With a Fresh Coat of Paint
- 14. integrate
- 15. 3 Areas of Integration: Operations & Measurement Channel & Audience Message & Content
- 17. similar metrics Email subscribes = Facebook likes Email unsubscribes = Facebook unlikes or hides Email opens = Facebook Reach Email clicks = Facebook Engaged Users Email forwards = Facebook People Talking About This
- 18. Is a Fac e b ook fan worth $136? … $ 9.56? … $ 3.80? Imaginary Friend, or Imaginary Math?
- 20. value FACEBOOK through EMAIL 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 = Value Per Click on Facebook
- 21. Value Facebook Through Email .02 per email sent X 10% click rate = .20 cost per click Pagelever.com X 86,151 Facebook Consumptions Monthly = $17,230 in Facebook value http://ar.gy/Facebook (free worksheet)
- 22. Your Email People and Your Facebook People Should be the Same People
- 23. & channel audience integration
- 24. inboxes are EXPLODING. Build a Touch-point Corral Email subscription Facebook like Twitter follow SMS sign up Linkedin connection Google + circle
- 25. Email Opt-Ins on Facebook
- 26. Promote Facebook in Email Confirmation
- 27. Promote Facebook in Email Unsubscribe
- 28. Gather Email Data with Social Log-in
- 29. of online buyers desire social log-in Janrain 2012
- 30. Create Socially Active Email Segment Smart Bargains
- 31. of corporate email marketers include social icons in their emails Get Response 2011
- 32. Test F-Commerce Inventory via Email Gilt
- 33. Promote Facebook Threshold Deals in Email Hydroflask
- 35. time of day day of week testing
- 36. Headline Testing Frontgate
- 37. Image Testing Frontgate
- 38. Use Facebook to Source Email Content Visit California
- 39. Use Fan Posts as Email Content J Jill
- 40. Promote Email (Pre-Launch) on Facebook CB2
- 41. Real-Time Integration Pagelever.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
- 42. To integrate Facebook and Email
- 43. DO NOT eat all cookies at same time
- 45. Jay Baer Convince & Convert www.ConvinceAndConvert.com www.SocialPros.com @jaybaer Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio
Editor's Notes
- 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?
- 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?