This document discusses how social media is evolving as a new marketing channel that complements email marketing. It provides tips on how to optimize email with social media by promoting opt-in URLs, two-way promotion between email and social media, and driving calls to action. Measurement of social media is also discussed, including identifying goals and key metrics like followers, shares, and comments.

1. Move Over Email: There’s A New
Game In Town
Presented to: Access Group

2. Agenda
Introduction 3
Evolution of Email 6
Social Media 10
Blog 20
Measurement 24
Question & Answer 28

3. Marcel Media
Marcel Media is a certified Google partner and a full service, interactive
marketing agency specializing in Search Engine Marketing and Social
Media.
We provide creative and customized marketing solutions such as Pay Per
Click (PPC), Search Engine Optimization (SEO), Interactive Facebook
Applications, Conversion Optimization, Website Development and Web
Analytics.
@marcelmedia
Facebook.com/marcelmedia
www.marcelmedia.com/blog

4. About Kelly Cutler
Kelly Cutler is the CEO of Marcel Media,
a Google Certified interactive marketing
firm specializing in Search Engine
Marketing.
Kelly’s achievements include serving as
the first woman president of the Chicago
Entrepreneurs’ Organization, instructing
at the University of Chicago and DePaul
University, and speaking on industry topics
@kfcutler
across the country.
/in/kellycutler
And two kids.

5. A Day in the Life of Social Media

6. Move Over Email…
Mark Schmulen, general manager for social media at Constant Contact
said, "Of all channels, e-mail marketing and social media go hand in
hand, getting your customers to share your message with friends is
the most effective way to grow your business.”
A study by Forrester showed that of 500 million e-mails sent, those that
included options such as share on Facebook or Twitter, generated a 30%
higher click-through-rate (CTR) than emails without these components.

7. Evolution Of Email
Email Marketing strikes many as old-fashioned. New marketing
techniques like Social Media, blogging and mobile marketing are
drawing attention. Some people say email marketing is dead, we say
email marketing has evolved.
• Subscribers below age 25 prefer SMS to email (social media
updates are fed to users through SMS and social messaging)
• 30% of subscribers change email addresses annually (social media
profiles remain the same)
• 21% of email recipients report email as spam, even if they know
it isn’t (push versus pull marketing)

8. The Value Exchange
Good email content deepens your relationship with your audience through:
• Effective subject line writing (getting your messages opened)
• Distinctive voice (getting those messages read)
• Delivering quality, niche specific content your prospect needs
• Inspiring your audience to share the content online (promoting referrals
and word-of-mouth).
Email provides you the most direct line of communication for conversion, which
could be anything from signing up for a newsletter, requesting information about
financial aid services or liking your Facebook Page. Integration is the key to any
successful marketing campaign.

9. How to Optimize Email with Social Media
Your Blog strengthens your personal brand becomes a centralized hub you can
control in giving you that valuable online exposure.
• Provide an Incentive: “Like” our Facebook page and get $500 dollar credit toward student
loans.
• Promote opt-in URLS: Tweet out or post updates with rich resources and link to pages that
have opt-in sign up forms for your newsletter.
• Two-Way Promotion: Promote your email or newsletter on your social media profiles and
visa versa. Inform your Twitter followers or Facebook fans about a special offer that’s only
available to newsletter subscribers.
• Make it Easy to Sign Up: Build out a Facebook app or welcome page that points to a variety
of resources including a form to sign up for your newsletter that is embedded into your page.
• Drive the Call to Action: Direct subscribers to highly optimized landing pages like blog posts
that have a wealth of information, resources, and access to contact us forms.
• Optimize Email for Mobile: Over 65 million users have Facebook for mobile

10. Social Media

11. Twitter
Twitter provides an easy outlet for daily interaction with Students and
parents of students.
Tweets are a great way to provide informational resources, activities, and
programs students can attend to learn more about Financial Aid at the
university.
You can offer a range of college news, well wishes, announcements, student
congratulations and retweets of positive messages, pictures and videos.

12. UConn Financial Aid Tweet Feed

13. Facebook
Your college Facebook page can act as a gateway to other social media
streams, with news, pictures, videos and posts from your school blog.
Examples of Content:
• Calendar reminders
• School functions
• Guest speakers and lectures
• Celebrations
• Helpful resources for new students
• Academia announcements

14. Facebook Apps for Colleges and Universities
• Set the tab as the Facebook Welcome Page.
• Fan-gate the page to help increase “likes”.
• Incentivize referrals and users can win money towards tuition or a gift card
if their referral signs up.
• Promote the “share” functionality that allows visitors to post this app page
to their personal Facebook wall and newsfeed.
• App also allows users to send the application to their personal contacts
through direct Facebook messaging (new feature).

15. Bowling Green State University
Facebook Financial Aid Page

16. Social Media Revolution

17. Tips To Increase Social Media Engagement
• Give fans something exclusive & reward super fans
• Let fans help create the offer
• Be concise-posts should be 80
characters or less
• Posts that occur outside of
business hours increased
engagement rates by 20%
• Facebook engagement has three peaks:
 Early morning (7 a.m. EST)
 After work (5 p.m. EST)
 Late at night (11 p.m. EST)

18. Google+ Fact Sheet
• 3 most important features for business:
• Sparks (what’s trending)
• Circles (allows for segmentation of content)
• Hangouts (chat live with up to 10 people and stream it)
• Has the potential to be more authoritative then a Facebook “like”
• Google+ is now open to brands
• www.marcelmedia.com/how-to-create-a-google-page-for-your-business/
• Google+ is not another social destination site and will continue to enhance
synergy between search and social
• Google+1 can currently be embedded into any owned digital asset

19. Google+ & Social Search
•Currently Google does not have access to Facebook data, so it is possible a “+1” could
be more authoritative than a “like.”
•Circles provide marketers with the ability to segment their network out into a social
database that will allow for hyper customization and targeted messaging.
•Integration: a user could “+1” a paid search ad, then the brands Google+ page
appears and the user is prompted to join the brands page, they receive rich, branded,
and highly targeted content, and ultimately that brand will have an influence on that
users search experience.
•“+1” generates a “earned” impression and your sites content will benefit from
Google’s indexing of these social search signals.

20. Blog

21. The blog should be the catalyst or hub for all your information and
resources all social media and email marketing should lead students
back to your blog.

22. Best Practices For Blogging
• Become and Industry Expert
• Always Add Value
• Be Consistent (post 2-3 blogs a week)
• Syndicate blog posts on social media sites
• Highlight blog posts in email communications
• Create unique and helpful content
• It isn’t always about self promotion
• Provide solutions
• Know your audience
• Incorporate dynamic content and multimedia

23. Social Plugins For Your Blog
• Like Button: One-click share functionality
• Send Button: Allows your users to Facebook message
your content directly to their friends.
• Recommendations: Gives users personalized
suggestions for pages on your site they might like.
• Live Stream: Lets your users share activity and comments in real-time
as they interact during a live event.
• Facepile: Displays the Facebook profile pictures of users who have liked
your page or have signed up for your site.

24. Measurement

25. What Are Your Social Media Goals
•Recruiting
• Full Time Students
• Continuing Education
• International Students
•Student Services
• Provide Customer Service
• Financial Aid
• Admissions
•Alumni
Keep in touch with your graduates and provide them updates
on events, fundraising opportunities, and upcoming news
and developments.

26. How To Measure Your Social Media Success
Understand Your Metrics: A conversion can consist of a mailing list or an
RSS subscriber, a user signup, or a phone call.
Identify Benchmarks
• Facebook likes
• Retweets
• Content Shares
• Reblogs
• Links back
• Comments
• Time spent on page
• Average page views per visitor
• Followers
• @mentions

27. Social Media Resources
• Klout: www.klout.com
• Twitalyzer: www.twitalyzer.com
(Integrates well with Google Analytics and link tracking tools like bit.ly)
• Hashtags.org: www.hashtags.org
• Social Mention: www.socialmention.com
• HootSuite: www.hootsuite.com
(provides monitoring and auto responders)
• PeerIndex: www.peerindex.net
(Uses an algorithm to map out the social web)

28. Thank You!
Questions?
Kelly Cutler
kelly@marcelmedia.com
LinkedIn.com/kellycutler
Twitter.com/kfcutler
www.marcelmedia.com/blog