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Turbo-Charge E-mail Marketing with Social Media <br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social ...
What’s the Value?<br /><ul><li>New Engagement Points
Customer Feedback
Low-Cost Content Source
New Segmentation Opportunities
Referrals & Endorsements
Ambassador Marketing
Engagement Loop</li></li></ul><li>Let’s Define Our Terms<br />Social Media is a set of online tools that your constituents...
Microblogs
Social Networks
Media-Sharing
Forums
Shared Workspaces
Multi-user games
Social news
Virtual worlds
Community reviews
Social bookmarking</li></li></ul><li>Social Synergy<br />
Generational Differences<br />How US Female Internet Users Share Information About Products They Like<br />Source: EMarket...
Because It Works<br />75% of daily social media users say e-mail is the best way to communicate them, compared to 65% of a...
Social Marketing Goes Multi-Platform<br />Platform Adoption by Year<br />Paul Gillin Communications Research<br />55 respo...
Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
Positive ROI Perception<br />What has been the business impact of your company's use of multiple social media platforms? <...
Integration Is a Top Priority<br />37% of marketers already use e-mail to promote social networks and another 31% are plan...
What is Social CRM?<br />“Traditional CRM grew out of this need to store, track, and report on critical information about ...
Go Where the People Are<br />32 million members<br />44 million members<br />400 million members<br />1 billion daily view...
Humanize Interactions<br />Trust Equation: People Relate Differently to Humans Than They Do To Brands<br />(So Let Your Pe...
Use Social Media To…<br /><ul><li>Test Messages
Capture Leads
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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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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 />De.licio.us and Technorati tags<br />Trackbacks<br />WebsiteGrader.com, 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 />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 />

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