integrating email marketing and social media

Social Media: A Marketing Playground Outcast?

Jeanette Arrighi, MBAMarketing Strategy Manager

Plan For Today

• Overview• Utilize your emails• Utilize your social media sites• ROI

Overview

• LinkedIn– 100 million users

• Twitter– 830 million users

• Facebook– Over 600 million users– 50% login daily– Average 130 friends/user– Post 90 pieces of content/month

Who Killed Email? No One!

Using Social Media and Email Together

Social Media Inventory

• Primary social media outlet• Purpose• Content• Division of Labor• SWOT Analysis (Strength, Weaknesses,

Opporutinities, Threats)

Using Social Media and Email Together

Using Social Media and Email Together

Achieve Peer to Peer Sharing

• Educational • Funny• Niche product• Personal relevance• Cause-related• Self-interest

Sharing IS Caring

Listen More, Talk Less

• Tag new followers to welcome them (@name)• Retweet

Listen More, Talk Less

• Provide recommendations where appropriate• Volunteer social media posters

Using Social Media and Email Together

Using Social Media and Email Together

Build Your List

• Teaser copy on Facebook• Leverage assets• Promote others liberally• Utilize your offline skills• Video• Just ask!

Build Your List

Using Social Media and Email TogetherClient Case Study: Destination DC• 5,550 new engaged subscribers in under a year• 1,269 click thrus from emails to social sites

What is My ROI?

Analyzing your results

• Success is dependent on how your audience perceives the benefits• Measuring and analyzing social media is difficult• Use your email reports as a tool for analysis

•Track opens, clicks •Who is sharing what and from which email campaigns.•Determine best time to send social content

Analyzing your results

Analyzing your results•Keep a pulse on member satisfaction•Take on the fly assessments of the community•Use feedback to make changes almost immediately to benefit the community

• LinkedIn• Twitter– www.twittergrader.com – Qwitter

• Facebook– https://developers.facebook.com/docs/insights/

Analyzing your results

Final Tips

• Find new members and pre-approve them.• Email and social media ARE friends• Utilize volunteers• Outside the box - http://uqr.me/• Social media dashboards

Questions?

advisor@informz.com

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