Learn how social marketing can enhance your current strategies and help drive new business for you in the real-time world of social networks. JitterJam & Blue Sky Factory will walk you through the basics and provide use cases on how email and social marketing together can enhance your bottom line.
Beyond Email Marketing: Adding Social to Your Marketing Mix
1. Beyond Email Marketing:
Adding Social to Your
Marketing Mix
JitterJam
Ric Pratte
President & CEO
Margaret Donnelly
VP Marketing & Business Development
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2. Agenda
• Why add Social to your marketing mix
• 6 keys to driving deeper engagement
• Case study
• Use cases
• Q&A
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3. Who are you trying to reach?
Chances are,
they are using
Social networks
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4. What do they want?
Social
interaction
is not just
about
offers &
incentives
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5. Email & Social fuel one another…
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6. …and Marketers are jumping in
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7. Email and Social marketing
are not so different
• Signify interest in a brand
• Driven by content
• DO require consumer opt-in
• Enable the brand to build a closer
relationship with the consumer
• Significantly benefit from segmentation
• Have an expectation of value
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8. But there are differences
• Expectations
• Execution
• Frequency & constancy
• Content
• Resources
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9. Where is the intersection?
Social
Email List Brand Contacts
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10. Social & Email can leverage one
another
Brand
Social Email
Engagement Engagement
Driving Deeper Engagement
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11. How?
6 keys
to driving
deeper
engagement
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17. 2. Listen
Listen & engage
& engage
• Search for conversations around your
brand, your product, your market
• Collect information about those who
are talking
• Use that information to begin
engaging those people in social
conversation
• Dating before marriage
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18. 2. Listen
Learn and segment
& engage
• Influencers
• Engaged
Gather • Buyers
intelligence • Most active
on your • Specific products
contacts • Location
• Demographics
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19. 3. Be an active member of your
social community
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20. 3. Social
Social is a different animal Community
• Strategy first
• Social engagement vs. social marketing
• Actively listen & engage
• Source & share content
• Don’t be “commercial” (unless that’s the
known intent)
• Goal: Draw current and new contacts to
you
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21. 4. Ask for permission to market
through multiple channels
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22. Drive people to opt-in
4. Permission
• Website
• Advertising
Use different
• Social profiles
methods to • Contests
drive people to • Social sharing
connect • Signage
• Incentive offers
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23. Ask for multiple contact points
4. Permission
Use
marketing
best
practices
for both
Social and
Email
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24. Ask for contact info, message
frequency & interests 4. Permission
Deliver highly
targeted
content that
results in higher
open rates and
engagement
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25. Track the sources of your
success 4. Permission
• Use unique source links
Track the • Separate landing
pages / opt-in forms for
engagement EACH source
source for • Tag each contact
each of your w/source data
contacts • Track each source’s
effectiveness over time
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26. 5. Use what you’ve learned
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27. 5. Use what
Segmentation, A/B testing…
you’ve learned
• BUT you get the benefit of ALL
the data you’ve collected via
social to segment and target
Use the same your customer!
– Influence
best practices – Engagement
– Preference
for targeted • Experiment and test
– Different offers for different
social & email channels
– A/B testing within a group
marketing • Adhere to the permissions
you’ve gathered
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28. 6. Measure, review and adapt
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29. 6. Measure
Keep refining your tactics
& adapt
Social marketing is
new and
marketers are
testing & refining
their methods
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30. Cross-pollination case study
Situation Action
• Moderate opt-in email list • Email campaign to get new
• Low marketing activity (both opt-ins to multi-channel
email & social) marketing
• Same campaign launched
• Wanted to re-launch social
via Facebook & Twitter
presence
• Product give-away incentive
Result
• +4400% in Twitter followers • Email CTR: 9%
• +219% in Facebook Fans • Social CTR: 17%
• 26% gave >1 contact points
• 28% did NOT give email addr
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31. Use cases
• Brand community development
• Sales/promotions
• Customer service
• Product research/feedback
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32. Action summary
1. Cross-pollinate
2. Listen, engage & learn
3. Be an active member of your
social community
4. Ask for permission to market
5. Use what you’ve learned
6. Measure, review, adapt
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34. JitterJam Social CRM
Turning Conversations into Customers™
Social Media • Listen across the real-time web
• Engage consumers in value building dialog
Monitoring • Conversation analysis
Community • Build trust from permission engagement process
• Develop social profiles from the intelligent database
Building • Consumer analytics
Integrated • Laser focused call-to-action messages
• Connect across all consumer preferred channels
Marketing • Measure response rates
35. Resources
• Request more information
– http://www.blueskyfactory.com/JitterJam
• JitterJam blog
– http://www.JitterJam.com/blog
• Idea Spark Creativity Coffee
– http://ideaspark.eventbrite.com
• Blue Sky Factory White paper
– http://www.blueskyfactory.com/jjwebinar
Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
36. Connect with us!
@JitterJam
@ricpratte
@mwdonnelly
www.facebook.com/JitterJam
www.linkedin.com/in/ricpratte
www.linkedin.com/in/mdonnelly
www.JitterJam.com
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37. Questions
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