leveraging social patterns the missing link between social & email marketing hosted by:...
TRANSCRIPT
Leveraging Social Patterns
The Missing Link Between Social & Email Marketing
Hosted by: Smallbiztechnology.com
Presented by: Jenn MarkeyDirector Business Development, Protus
[email protected] twitter.com/jmarkey
Highlights
Intro Email vs. Social Media Round 7 Importance of Segmentation Social Email Social + Email = Engagement Q&A
About Protus
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
Award Winner
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!
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
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
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
Segmenting within context of web 2.0
Content Segment Relationship ChannelFREE Public domain
May be ad sponsoredFree excerpts
Don’t pay May never pay
Anonymous Social
FREMIUM Registered May pay later Known Email
PAID Direct paid Pay todayWill they pay later?
Trusted Email & Social
Also need to segment your marketing objectives
What are you trying to accomplish? Awareness Demand creation Conversion Loyalty Brand ambassadors …
What is your audience seeking to accomplish?
Research available solutionsCompare
BuyInfluence others
…
…And segment the buying process
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Research Compariso
n Preferenc
e Trial Conviction Purchase
Post Purchase
Research Compariso
n Preferenc
e Trial Conviction Purchase
Post Purchase
Social’s Role in the Buying Process
It affects discovery, preference and post purchase experience
Email’s Role in the Buying Process
Research Compariso
n Preference Trial Conviction Purchase
Post Purchase
Email pushes conversions through, reduces post purchase dissonance, & is an important source of ongoing lead nurturing
Social for Research
3,190 results!
Also lets you hear what is being said about your brand
Social to drive traffic to your website & build your list
Capture emails from
visitors
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
Leverage social patterns for email engagement
Where did the customer come from? Use that information to drive your email lead nurturing
program
Customer Twitter
MySpace
LinkedIn Stumble
Upon
Digg
YouTube
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
CRMAnalyticsShopping
Cart
Email mktg
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
Monthly newslette
r
Loyalty offer
Birthday coupon
Monthly newslette
r
Monthly newsletter
Local offerings
Newsalert
Welcome email with
discount
Website visit Evaluation
Purchase Usage Re-purchase Loyalty
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
Integrated Marketing Communications
Emails
Public Relations
Social Search
Marketing
Advertising
SOCIAL
Anonymous community of followers
Engaged community of followers &
influencers
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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