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Leveraging Social Patterns The Missing Link Between Social & Email Marketing

Leveraging Social Patterns The Missing Link Between Social & Email Marketing. Hosted by: Smallbiztechnology.com Presented by: Jenn Markey Director Business Development, Protus jmarkey@protus.com twitter.com/jmarkey. Highlights. Intro Email vs. Social Media Round 7

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Leveraging Social Patterns The Missing Link Between Social & Email Marketing

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  1. Leveraging Social PatternsThe Missing Link Between Social & Email Marketing Hosted by: Smallbiztechnology.com Presented by: Jenn Markey Director Business Development, Protus jmarkey@protus.com twitter.com/jmarkey

  2. Highlights • Intro • Email vs. Social Media Round 7 • Importance of Segmentation • Social • Email • Social + Email = Engagement • Q&A

  3. About Protus Award Winner • Online communications tools for small business • Founded in 1997 • Over 500,000 paying subscribers and growing • Makers of: • Affordably-priced, easy to use, and backed by 24/7 customer support

  4. Is it really a matter of Email versus Social Media?

  5. NO • Video didn’t kill the radio star • YouTube didn’t knock off TV • Twitter didn’t shutdown blogging BUT… • In each case, new technologies forced incumbents to evolve • Same is true for email marketing!

  6. Email marketing • Has become increasingly regulated • Doesn’t have that hip factor • Email is now in 3rd place in terms of ‘share of time’ online, down 28% y-o-y, while social networking the leader is up 43% y-o-y – Nielsen • BUT… email marketing is stronger than ever • 42% of US consumers cited that they prefer to receive ads for sales & specials via email compared to 3% who preferred social networking sites - eConsultancy

  7. WHAT? • Social gets you on people’s radars • But is it the right people? • What are they hearing? • What actions are they taking? • Also depends on who you’re trying to reach

  8. What it really comes down to is SEGMENTATION Segment: • Is distinct from other segments (different segments have different needs), • Is homogeneous within the segment (exhibits common needs); • Responds similarly to a market stimulus, and • Can be reached by a market intervention - Wikipedia

  9. Segmenting within context of web 2.0

  10. Also need to segment your marketing objectives What are you trying to accomplish? What is your audience seeking to accomplish? Research available solutions Compare Buy Influence others … • Awareness • Demand creation • Conversion • Loyalty • Brand ambassadors • …

  11. …And segment the buying process

  12. Segmentation = Relevancy

  13. Social’s Role in the Buying Process It affects discovery, preference and post purchase experience

  14. Email’s Role in the Buying Process • Email pushes conversions through, reduces post purchase dissonance, & is an important source of ongoing lead nurturing

  15. Social for Research 3,190 results! Also lets you hear what is being said about your brand

  16. Social for Public Relations

  17. Social for Loyalty and List Building…

  18. Social to drive traffic to your website & build your list Capture emails from visitors

  19. Critical Link – now you have that email… • Email: • Email is a form of self-segmentation • You know something about them • You’ve started to engage • They’ve started to trust you • Social: • Influencers • Product reviews • Track them back to your CRM • Where do they live? • Press • Evangelists • Detractors

  20. Leverage social patterns for email engagement • Where did the customer come from? • Use that information to drive your email lead nurturing program

  21. Engage in Relevant 1 to 1 Email Communications • Stay top of mind by sending email communications tailored to your current and potential customers’ interest • Razor sharp targeting based on profile, actions and time • Send dynamically generated content based on your recipient’s profile • Reports are pushed back to your DB CRM Analytics Shopping Cart Email mktg

  22. Engage Customers at Every Stage • Plan your email program based on • Origin: Facebook, Twitter, Website, Search Marketing • Customer Life Cycle: history, engagement, loyalty • Dates: seasons, holidays, birthdays, anniversaries • Automation is key to success Evaluation Usage Website visit Purchase Loyalty Re-purchase Local offerings Newsalert Loyaltyoffer Birthday coupon Welcome email with discount Monthly newsletter Monthly newsletter Monthly newsletter

  23. Social feeds Email feeds Social feeds Email… Getting the word out on important news Extend the reach of your email programs Grow your opt in lists

  24. SOCIAL Anonymous community of followers EMAIL Engaged community of followers & influencers

  25. Summary • Social feeds email feeds social feeds email… • Segmentation of • Markets • Objectives • Buying process • Channels • Capture, test, & refine for optimum engagement • Try Campaigner for free for 30 days http://www.campaigner.com/edu

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