Let’s be friends!

Facebook & Email

Don’tPANIC

58%

ExactTarget 2011

of Adults in U.S. Check Email First Thing in the Morning

MORE CUSTOMERS

- ON - FACEBOOK!

44%

of corporate social marketers look at

Facebook as a way to get new customers

Wildfire 2012

We “Like” What We Like

84%

of the Fans of Company Facebook Pages Are Current or Former

Customers

DDB 2011

Accidental Marketer

This helps me remember

you!

So does this!

integrate

3Areas of Integration:

Operations and Measurement Integration

Channel & Audience Integration

Message Integration

Operations &

Measurement

Integration

similarmetri

csEmail subscribes = Facebook likesEmail unsubscribes = Facebook unlikes or hidesEmail opens = Facebook ReachEmail clicks = Facebook Engaged UsersEmail forwards = Facebook shares

Is a

Facebook

fan worth

$136?…

$9.56?…

$3.80?

Measure Cross-Channel Impact

valueFACEBOOKthroughEMAIL

Determine TRUE Cost Per Email SentMultiply by Unique Clicks= Cost Per Unique Email ClickCalculate Total Facebook Engaged Users Multiply by Cost Per Unique Email Click = Value Per Click on Facebook

Value Facebook Through Email

.02 per email sent

X 10% click rate

= .20 cost per click

X 86,151 Facebook Consumptions Monthly = $17,230 in Facebook

value http://ar.gy/Facebook (free worksheet)

Pagelever.com

Personnel Integration

&channelaudienceintegration

inboxes areEXPLODINGBuild a Touch-point Corral

Email subscription

Facebook like

Twitter follow

SMS sign up

Email Opt-Ins on Facebook

Promote Facebook in Email Confirmation

Promote Facebook in Email Unsubscribe

Gather Email Data with Social Log-in

77%

of online buyers desire social sign-in

Janrain 2012

Create Email Segmentation

Smart Bargains

18%

of corporate email marketers include social

icons in their emails

Get Response 2011

Test F-Commerce Inventory via Email

Gilt

Promote Facebook Threshold Deals in Email

Hydroflask

messageINTEGRATION

time of dayday of week

testing

Headline Testing

Frontgate

Image Testing

Frontgate

Use Facebook to Source Email Content

Visit California

Use Fan Posts as Email Content

J Jill

Real-Time Integration

With EdgeRank, the Rich Get Richer

If You Have a Successful Status Update, Email it ASAP to Keep the Momentum

Rolling

Social Segmentation Helps Here

Pagelever.com

Promote Email (Pre-Launch) on Facebook

CB2

17 ways

to Integrate Facebook and Email

DO NOTeat all cookies at same time

Friends = Results

Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.com@jaybaerFacebook.com/ConvinceConvert

Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio