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TRANSCRIPT
Twitter: @pgillin
Integrating Social Into Traditional Marketing: E-Mail,
Direct And Advertising
Paul Gillin
Curator, Infoboom
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Twitter: @pgillin
The Way We Were
•Message
•Impressions
•Reach & Frequency
•Retention
•CPM
•Recall
•Share of Voice
•Coverage
•Rate Base
Twitter: @pgillin
The New Language of Marketing
•Followers
•Likes
•Connections
•Engagement
•Responsiveness
•Comments
•Repeat Visits
•Shares
•Views
Twitter: @pgillin
Twitter: @pgillin
Look Familiar?
Twitter: @pgillin
What to Avoid
Over half of B2B marketers
update their Twitter accounts
once a week or less,
according to BtoB magazine
If you’re going to advertise
that you use the tools, you
must use them or risk looking
clueless
Twitter: @pgillin
Flipping the Funnel
7
Respond & Iterate
Invite Engagement
Listen
Go Where the People Are
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Platform Adoption by Year
Source: Awareness Networks/ Paul Gillin
Multi-Platform Strategy
Twitter: @pgillin
Twitter: @pgillin
Page 11
Tools of Influence
PRE MEDIA AGE
MASS MEDIA AGE
SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Source: Universal McCann Erickson
Twitter: @pgillin
Shifting Sands
Center for Media Research
Twitter: @pgillin
Integration Is a Top Priority
•37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).
•55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and
Goodmail).
•Business executives say integrating e-mail and social media is their fourth-most-important e-mail marketing initiative for 2011. (StrongMail)
Twitter: @pgillin
Integrated Social Media
14
Promote online success
in traditional venues
Make it easy for people to find
you online
Make sharing part of your website Solicit testimonials
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Use Social Media To…
• Identify Topics
• Generate Content
• Gather Feedback
• Test Messages
• Capture Leads
• Strengthen Relationships
Twitter: @pgillin
Involve Audience In Marketing
• Barter blogger posts
• Ask a question, feature best answers
• Bookmark and republish favorite tweets
• Invite photos, videos and stories
• Poll and promote
• Ask feedback and cherry pick
• Plant seed questions and invite debate
Twitter: @pgillin
Leveraging the Audience
• Test messages to a community
• Limited offers
• Private or closed-group discussion
• Brand ambassador programs
• Competitive intelligence
Twitter: @pgillin
Social Networks are On-Ramps For Traditional Marketing
18
Page 19
Facebook is Your Alternate Home Page
Tip: Test promotions
here before rolling them
out in a direct marketing
campaign
Page 20
Twitter Is the
New Talk Radio
Hundreds of e-tailers
are using it to
broadcast specials,
find customers and
engage in
conversations with
their customers
Twitter: @pgillin
Challenges and Invitations
21
Twitter: @pgillin
Integrating Online and Print
Page 23
A Versatile Tool
Promotions
Aggregators
Contests
Marketing
Tip: Search for people asking questions about your products or
services. Those are potential buyers!
Twitter: @pgillin
Twitter Contest
Twitter: @pgillin
Peer Recommendations Validate
Epson reported
that revenue per
visitor nearly
doubled after
reviews were added
to its website.
Twitter: @pgillin
Brand Ambassadors
26
Professional photographers featured in a print ad in The Philippine Star, July 28, 2010
Twitter: @pgillin
Page 28
New Publishing Lifecycle
Begins as a tweet
Becomes a blog post
Feeds a podcast
Stokes a white paper That gets tweeted!
Create modular,
reusable content that
can be delivered via
multiple media
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Make Content Easy to Share
Promote Subscriptions Everywhere
Twitter: @pgillin
Publish Everywhere
Page 31
Promote Your Content and Others’ Endorsements
Twitter: @pgillin
Tools Can Help
And yes, e-mail too!
Twitter: @pgillin
Social media for awareness, e-mail for retention
Be consistent, constructive and helpful
Offer multiple entry points: something for everyone
Promote through every possible channel
Help, don’t sell
Subscribership = membership
Invite feedback wherever possible
Drive traffic to other channels
E-mail Marketing is Glue
Twitter: @pgillin
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thank You!
Join us for more discussion in the PartnerWorld
Forum:
"Making Business Sense of Social Media and
Social Networking"
(http://bit.ly/IBMPWSocial)