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Turbo-Charge E-mail Marketing with Social Media <br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />

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What’s the Value?<br /><ul><li>New Engagement Points

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Customer Feedback

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Low-Cost Content Source

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New Segmentation Opportunities

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Referrals & Endorsements

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Ambassador Marketing

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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

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Microblogs

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Social Networks

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Media-Sharing

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Forums

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Shared Workspaces

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Multi-user games

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Social news

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Virtual worlds

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Community reviews

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Social bookmarking</li></li></ul><li>Social Synergy<br />

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Generational Differences<br />How US Female Internet Users Share Information About Products They Like<br />Source: EMarketer<br />

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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 />

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Social Marketing Goes Multi-Platform<br />Platform Adoption by Year<br />Paul Gillin Communications Research<br />55 respondents<br />

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Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />

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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 />

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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 />

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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 />

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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 />

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Humanize Interactions<br />Trust Equation: People Relate Differently to Humans Than They Do To Brands<br />(So Let Your People Go)<br />

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Use Social Media To…<br /><ul><li>Test Messages

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Capture Leads

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Strengthen Relationships

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Identify Topics

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Generate Content

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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 />

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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 />

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Straight Talk<br />Features top-rated customer favorites<br />Publishes real customer testimonials<br />

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Other Ways to Generate Content<br /><ul><li>Barter blogger posts

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Ask a question, feature best answers

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Bookmark and republish favorite tweets

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Invite photos, videos and stories

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Poll and promote

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Ask feedback and cherry pick

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Plant seed questions and invite debate</li></li></ul><li>Gather Feedback<br /><ul><li>Test messages to a community

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Limited offers

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Private or closed-group discussion

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Brand ambassador programs

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Competitive intelligence</li></li></ul><li>Customize Message to Members<br />Hey, Bobby:<br />Dear Robert:<br />Duuuuude!<br />@bob:<br />

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Social Users Engage Differently<br />

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Generate Leads<br />Use Every Available Channel to Promote<br />

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Destination: Website<br />Always Use Your Own Domain!<br />

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Make Content Easy to Share<br />Promote Subscriptions Everywhere<br />

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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 />

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On the Back End…<br /><ul><li>Use unique URLs in each venue

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Customize landing pages to audience

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Gather social contact information from subscribers

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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

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Anyone, even competitors, can contribute stories and photos

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E-mail campaign reaches out to agents and producers

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Visitors can submit photos of dismal lighting in their workplace

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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 />De.licio.us and Technorati tags<br />Trackbacks<br />WebsiteGrader.com, Xinu, Compete, etc.<br />Not to mention…<br /><ul><li>Search engine rank

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Social bookmark activity

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Comments on your site and others

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Inbound links

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Blog mentions

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Discussion group posts

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Social network membership

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Bloglines or Blogpulserankings

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Mainstream media references

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Referral links

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Search engine results

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Positive/negative sentiment analysis

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Video viewership

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Mashups

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Copycat or parody videos

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Contest entries</li></li></ul><li>Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />www.gillin.com<br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at gillin.com<br />Available on Amazon or at NewInfluencers.com <br />Available on Amazon or at SSMMbook.com<br />Coming January, 2011: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />