This document discusses using social media campaigns to effectively introduce new products prior to traditional email campaigns. It recommends using social media to generate awareness of the product, familiarize customers with it, and gather feedback. This engages customers and allows reaching influential advocates. When combined with a subsequent email campaign, it provides a platform for viral buzz and increases email conversion rates. A case study showed a social media campaign on LinkedIn had much higher customer conversion and agreement to test a new application than a standalone email campaign.

1. Socially Aware
Digital Marketing
Swamy Irrinki
Founder
RightSlope

2. Marketing Campaigns for new
Product Introduction
• Traditional email campaign is a one way
communication and does not engage the customer
to gather feedback about the product prior to launch
• Socially media campaign engages the customer on
social channels by
– Making customer aware of the product
– Getting customer familiar with the product
– Gather opinions and feed back about the product

3. Steps to create effective Social
Media Campaign
• Generate target list of customers. This step is same as
traditional email campaign
• Indentify in which social media channels and respective
industry groups potential customers are active
• Post about industry problem that need solution to solicit
inputs- No selling!
• Based on feed back post how your new product solves the
industry problem
• Gather opinions and feed back on the new product
• Then reach out via email campaign to all customers who
responded

4. Social Media Campaign leading
to Potential Customers
Awareness
Social Media
Familiarity
Campaign
Opinions
Potential Engagement
Customers Campaign

5. Engagement Campaign
Increase and retain customers
Potential Add Retain
Customer Customer Customer
Social Media Campaign + Email Campaign = Effective Engagement Campaign
Gather feed back of new product prior to launching a email campaign
Allows to reach out to influential customers who are industry advocates
Provides platform to create a viral buzz about the product
Increases the conversion rate when reached via email

6. Case Study: Email Campaign Vs.
Social Media Campaign
Conversion Rate
80%
70%
60%
50%
40%
30%
20%
10%
0%
Email Campaign LinkedIn group posting
Campaign statistics for RightSlope’s new application
• Traditional Email Campaign:
– 16% open rate for well defined list of potential customers
– 8% agreed to test the application
– Click through rate 16%, Conversion rate 8%
• Social Media Campaign (Via LinkedIn Posting ):
– 75% of those who responded in LinkedIn posting agreed to try the
product
– Conversion rate 75%

7. Conclusions
• Prior to starting a email campaign of a
product, using social media channels to
increase awareness ,familiarity and opinion
gathering dramatically increases the
conversion rate
• Social media campaign strategy coupled with
email campaign leads to more effective digital
marketing strategy- we call this socially aware
digital marketing