Social Marketing With Email


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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
  • Social Marketing With Email

    1. 1. Turbo-Charge E-mail Marketing with Social Media <br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />
    2. 2. What’s the Value?<br /><ul><li>New Engagement Points
    3. 3. Customer Feedback
    4. 4. Low-Cost Content Source
    5. 5. New Segmentation Opportunities
    6. 6. Referrals & Endorsements
    7. 7. Ambassador Marketing
    8. 8. Engagement Loop</li></li></ul><li>Let’s Define Our Terms<br />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:<br /><ul><li>Blogs
    9. 9. Microblogs
    10. 10. Social Networks
    11. 11. Media-Sharing
    12. 12. Forums
    13. 13. Shared Workspaces
    14. 14. Multi-user games
    15. 15. Social news
    16. 16. Virtual worlds
    17. 17. Community reviews
    18. 18. Social bookmarking</li></li></ul><li>Social Synergy<br />
    19. 19. Generational Differences<br />How US Female Internet Users Share Information About Products They Like<br />Source: EMarketer<br />
    20. 20. Because It Works<br />75% of daily social media users say e-mail is the best way to communicate them, compared to 65% of all e-mail users<br />49% of Twitter users say they made an online purchase because of e-mail, compared to 33% of all e-mail users<br />--Nielsen Co<br />“Newsletters will be a big part of our strategy for 2010”<br />--Scott Monty, Ford Motor Co.<br />Center for Media Research<br />
    21. 21. Social Marketing Goes Multi-Platform<br />Platform Adoption by Year<br />Paul Gillin Communications Research<br />55 respondents<br />
    22. 22. Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
    23. 23. Positive ROI Perception<br />What has been the business impact of your company's use of multiple social media platforms? <br />Paul Gillin Communications Research<br />
    24. 24. Integration Is a Top Priority<br />37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).<br />55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail).<br />Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail) <br />Source: EMarketer<br />
    25. 25. What is Social CRM?<br />“Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects.<br />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.“<br />--Brent Leary in Inc. magazine<br />
    26. 26. Go Where the People Are<br />32 million members<br />44 million members<br />400 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
    27. 27. Humanize Interactions<br />Trust Equation: People Relate Differently to Humans Than They Do To Brands<br />(So Let Your People Go)<br />
    28. 28. Use Social Media To…<br /><ul><li>Test Messages
    29. 29. Capture Leads
    30. 30. Strengthen Relationships
    31. 31. Identify Topics
    32. 32. Generate Content
    33. 33. Gather Feedback</li></li></ul><li>Customer & Competitive Intelligence<br />TweetMeme<br />TwitScoop<br />Google Trends<br />Social Tools Can Help You Choose Topics for Your Communications<br />Most E-mailed<br />
    34. 34. Generate Content<br />“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.”<br />--BazaarVoice Case Study<br />
    35. 35. Straight Talk<br />Features top-rated customer favorites<br />Publishes real customer testimonials<br />
    36. 36. Other Ways to Generate Content<br /><ul><li>Barter blogger posts
    37. 37. Ask a question, feature best answers
    38. 38. Bookmark and republish favorite tweets
    39. 39. Invite photos, videos and stories
    40. 40. Poll and promote
    41. 41. Ask feedback and cherry pick
    42. 42. Plant seed questions and invite debate</li></li></ul><li>Gather Feedback<br /><ul><li>Test messages to a community
    43. 43. Limited offers
    44. 44. Private or closed-group discussion
    45. 45. Brand ambassador programs
    46. 46. Competitive intelligence</li></li></ul><li>Customize Message to Members<br />Hey, Bobby:<br />Dear Robert:<br />Duuuuude!<br />@bob:<br />
    47. 47. Social Users Engage Differently<br />
    48. 48. Generate Leads<br />Use Every Available Channel to Promote<br />
    49. 49. Destination: Website<br />Always Use Your Own Domain!<br />
    50. 50. Make Content Easy to Share<br />Promote Subscriptions Everywhere<br />
    51. 51. Don’t Just Say “Follow Us On Twitter”<br />Promote benefits of membership<br />Describe content<br />Offer multiple topical destinations<br />Embed widgets to keep people on site<br />
    52. 52. On the Back End…<br /><ul><li>Use unique URLs in each venue
    53. 53. Customize landing pages to audience
    54. 54. Gather social contact information from subscribers
    55. 55. Tag social content for e-mail customization</li></li></ul><li>The Cree LED Revolution<br /><ul><li>Goal is to promote LED lighting technology
    56. 56. Anyone, even competitors, can contribute stories and photos
    57. 57. E-mail campaign reaches out to agents and producers
    58. 58. Visitors can submit photos of dismal lighting in their workplace
    59. 59. Winners featured in e-mail campaign</li></li></ul><li>Tracking success<br />Traffic – unique visitors vs. page views<br />Technorati rankings<br />RSS subscriptions<br />Google linkto: and allinanchor:<br /> and Technorati tags<br />Trackbacks<br />, Xinu, Compete, etc.<br />Not to mention…<br /><ul><li>Search engine rank
    60. 60. Social bookmark activity
    61. 61. Comments on your site and others
    62. 62. Inbound links
    63. 63. Blog mentions
    64. 64. Discussion group posts
    65. 65. Social network membership
    66. 66. Bloglines or Blogpulserankings
    67. 67. Mainstream media references
    68. 68. Referral links
    69. 69. Search engine results
    70. 70. Positive/negative sentiment analysis
    71. 71. Video viewership
    72. 72. Mashups
    73. 73. Copycat or parody videos
    74. 74. Contest entries</li></li></ul><li>Thank you!<br />Paul Gillin<br />508-656-0734<br /><br /><br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at<br />Available on Amazon or at <br />Available on Amazon or at<br />Coming January, 2011: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />