Jay Baer
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This document discusses integrating Facebook and email marketing. Some key points: 1) 58% of U.S. adults check email first thing in the morning, while many corporate marketers see Facebook as a way to reach new customers. 2) Around 80% of a company's Facebook fans are current or former customers. 3) Successful integration involves coordinating operations and metrics between channels, as well as audience segmentation across Facebook and email. 4) Examples of integration tests include headline, image, and content sourcing tests to maximize engagement across both platforms.
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Jay Baer
- 1. Facebook & Email Let’s be friends!
- 2. Don’t
- 3. 58 of Adults % in U.S. Check Email First Thing in ExactTarget
- 4. MORE CUSTOMERS - ON - FACEBOOK!
- 5. of corporate social marketers look at Facebook as a way to get new customers Wildfire 2012
- 6. We “Like” What We Like
- 7. of the Fans of Company Facebook Pages Are Current or Former Customers DDB
- 10. So does this! This helps me remember you!
- 12. integrate
- 13. Areas of Integration: Operations and Measurement Integration Channel & Audience Integration
- 15. similar metri csEmail subscribes = Facebook likes Email unsubscribes = Facebook unlikes or hides Email opens = Facebook Reach Email clicks = Facebook Engaged Users Email forwards = Facebook
- 17. Measure Cross-Channel Impact
- 18. valueFACEB OOK EMAIL through 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 =
- 19. Value Facebook Through Email .02 per email sent X 10% click rate = .20 cost per click X 86,151 Facebook Consumptions Monthly = Pagelever. com $17,230 in Facebook value http://ar.gy/Facebook (free worksheet)
- 22. channelaudience integration
- 23. nboxes are EXPLO DING Build a Touch- point Corral Email subscription Facebook like Twitter follow SMS sign up
- 24. Email Opt-Ins on Facebook
- 25. Promote Facebook in Email Confirmation
- 26. Promote Facebook in Email Unsubscribe
- 27. Gather Email Data with Social Log-in
- 28. of online buyers desire social sign-in Janrain
- 29. Create Email Segmentation Smart
- 30. of corporate email marketers include social icons in their emails Get
- 32. Test F-Commerce Inventory via Email Gilt
- 33. Promote Facebook Threshold Deals in Email Hydroflas
- 35. time of day day of week testing
- 36. Headline Testing Frontgat
- 37. Image Testing Frontgat
- 38. Use Facebook to Source Email Content Visit
- 39. Use Fan Posts as Email Content J Jill
- 40. Real-Time Integration Pageleve r.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
- 41. Promote Email (Pre-Launch) on Facebook CB2
- 42. to Integrate Facebook and Email
- 43. DO NOT eat all cookies at same time
- 45. Jay Baer Convince & Convert www.convinceandconver t.com www.jaybaer.com @jaybaer Facebook.com/Convince Convert Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Com 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?
- Kermit Hand
- 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?