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Why Email is Madonna, and Facebook is Lady Gaga

More Alike Than Different

Jay Baer

President, Convince & Convert

Co-author, The Now Revolution

Facebook & Email

Let’s be

friends!

• Email and Facebook are strategically, operationally, and tactically aligned (or should be)

Don’t PANIC

58% of Adults in U.S.

Check Email

First Thing in the

Morning

ExactTarget, 2011

77% Prefer Email

For

Promotional

Messages ExactTarget, 2012

of American

Social Media

Users

Are Embracing

Second Tier Networks The Social Habit, 2012

27%

MUST GET

MORE FANS

- ON -

FACEBOOK!

Myth

My

th

44% of Corporate Social Media Marketers Look at Facebook as a Way to Get

New Customers

Wildfire, 2012

My

th 84% of Fans of Company

Facebook Pages are Current or Former Customers

DDB, 2011

But…

My

th

We Like What We Like

My

th

Accidental Marketers are

the Exception, not the Rule

My

th

This helps

me remember

you!

So does this!

More Alike Than Different

3 Areas of Integration:

• Operations & Measurement

• Channel & Audience

• Message & Content

Operations & Measurement Integration

similar

metrics

Subscribes

Unsubscribes

Opens

Clicks

Forwards

Likes

Hides/Unlikes

Reach

Engaged Users

Shares

Imaginary Friend? or Imaginary Math?

Value Facebook through email:

TRUE cost per email sent

X unique click-through rate

= cost per click

2 cents per email sent

Unique CTR of 5%

= Cost per click of 40 cents

Value Facebook through email

Pagelever.com

Facebook total clicks

X cost per email click

= value of Facebook clicks

736 clicks

Cost per email click = 40 cents

Value of Facebook clicks = $294.40

through email Value Facebook

Cross-channel analysis is much easier if the data is

shared internally

Your Email People and Your Facebook People Should Be the Same People

Show of HANDS

List Growth & Segment Integration

INBOXES are Exploding

• Email opt-in

• RSS subscription

• Twitter follow

• Facebook like

• Linkedin follow

• Pinterest follow

• Instagram follow

• YouTube subscription etc. etc. etc.

Build a TOUCHPOINT corral

• Average email open rate ~ 25%

• Average Facebook visibility ~ 10%

• Average Twitter visibility ~ ????

Chances any one customer/prospect will see a single communication from your brand? Slim.

Surround your audience with connection options

when people ask for a COOKIE offer them more than ONE

Email opt-in via Facebook tab app

Facebook promotions and interactivity to (also) gather opt-ins

Facebook Like request in email opt-in confirmation message

Facebook Like request on email unsubscribe page

Create socially active segments

My

th Although Imperfect, Consider

Mapping Email Addresses to Klout Score with Twitter Data Connect

And…

Increase opt-in conversion rate with social sign-in

My

th 77% of Website Visitors Prefer Social Log-in Over Creating a

New Account

Win/Win

Janrain, 2012

Message Integration

Time of day and day of week testing

• Email open/click rate windows applied to Facebook posting schedules

• Facebook interaction windows applied to email sending windows

Mine Facebook Insights for….insights

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

Headline testing

• Winning email subject lines applied to Facebook ads

• Winning Facebook ad headlines tried as subject lines

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

Image testing

• Try email images with high CTR in Facebook posts

• Try images that drive high Facebook engagement in email

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

Deploy Facebook content in email

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

Facebook popular products in email

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

Mine social chatter for email topics

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

CTA cross-promotion (especially to

social segment)

Throw Email gas on a Facebook fire

Pagelever.com

Email clicks = Facebook

Engaged Users Email forwards = Facebook People

Talking About This

Imaginary Friend, or Imaginary Math?

Unify the editorial calendar

• Content Software

• Social Software

• ESP

• Excel

Show of HANDS

My

th That’s 16 Ways to Integrate Email

and Facebook

So…

Silos are for

Suckers

Your Customers

don’t care

about your

ORG Chart

FRIENDS = results

Session Speaker

53

Jay Baer President, Convince & Convert

• Social Media and Content Accelerator Firm • World’s #1 Content Marketing Blog (says Content Marketing

Institute) • Co-author of The Now Revolution

• Author of Youtility (June, 2013)

• Host of Social Pros podcast (SocialPros.com)

• Former award-winning email marketer

@jaybaer