2. Email and Social Integration
Essential Considerations in the Digital Strategy Mix
Rob Bell + Darren Sutton (XCOM Media)
3. Today we will cover:
1 Using Email and Social Media
2 Strategies to create value
3 Outcomes and Benefits
4 Tourism Queensland case study
5 A Strategic Survey
4. A little bit about us
• Leading independent digital marketing
and communications agency
• Work with some of Australia’s
leading brands
• Offices in Brisbane, Sydney & Melbourne
• A team of over 20 specialist staff
• A passion for producing digital work
that gets noticed and achieves results
• Exclusive APAC partner for StrongMail
Systems
!
5. About StrongMail
• Industry-leading email and social media
marketing technology platforms
• Founded in 2002 - Headquartered in Silicon Valley
• Over 550 customers, catering to mid-sized to Fortune 2000 brands
• Customers include some of the world’s largest brands in the retail,
travel & hospitality, financial services, media/entertainment and
technology industries
7. Poll time – a show of hands…
1. Who checks email before breakfast ?
2. Who checks Facebook before breakfast ?
3. What about Twitter ?
4. And LinkedIn ?
5. Who checks all ?
8. Brands Plan to invest heavily in social media channel growth
9. Is this how people really
feel about email and
social media ….. ?
10.
11.
12. Technologies change, but the key
things are the same…
1. Know your audience
2. Understand their behaviours and desires
3. Use the benefits of different mediums
13. It’s about crafting messages that
connect with people and provide real
value in their life
Do I care ?
Why would I
share ?
14. Integration is like an orchestra…
Multiple instruments + perfect timing
= one amazing sound experience
15. So how do you achieve this?
Take your channel plans and
content strategies and move
to conversation strategies
35. Challenge
• Launch new global brand “Queensland, Where Australia Shines”
• Acquisition of Facebook ‘Likes’ and new email subscribers
Solution
• Facebook application that encouraged repeat visitation
• Maximum ‘shareability’ – integrating email, Twitter and Facebook
• Supported by carefully crafted email marketing strategy
• Targeted Facebook media buy
• Geo-Targeting Key Markets with bonus prize opportunities
36. Campaign Email Strategy
• Campaign Launch x 1
• New Experience/Phase Notification x 2
• Reminder to Share – Bonus Entries x 3
• Final Remarketing Campaign x 1
Triggered Email Strategy
• StrongMail Integration with the Facebook application to maximize
sharing potential
• Forward to Friend triggered emails
• Entry Confirmation triggered emails
37. Social Strategy
• Highly shareable
• Twitter Integration
• Facebook Sharing
Media Strategy
Facebook Media Buy targeted tactics:
• Reach blocks – Malaysia and New Zealand
• Like Ads
• Key market targeting in bonus weeks
39. And the results?
• 797,000 entries from 137 countries
Sharing
• Unique Email Shares – 641,842
• Facebook Shares – 82,656
• Twitter Shares – 4195
Acquisition
• Facebook Likes increased from 35k to 258k in just 6 weeks!
• 110,000 New Subscribers (unique)