Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010)

Developing An Online
Strategy Using E-mail,
Mobile, and Social Media
Columbus AMA Interactive SIG

Bryan Huber, Chief Interactive Ofﬁcer

About Bryan

BRYAN HUBER
Chief Interactive Officer

Quick facts:
‣ Designed and built my first corporate
website in 1996
‣ Did not stand in line for the first iPhone
‣ Classically trained graphic designer who
jumped into the internet, though I had
issues with the font thing

©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media

Agenda

Agenda
1. Three, It’s the Magic Number
2. Playing Well Together
3. Keep in Mind
4. Case Study
5. Strategic Ideas
6. Five To Do’s
7. Q&A


Audience Poll

POLL
‣ B2B Companies? ‣ B2C Companies?

‣ Blend of the two? ‣ Email?

‣ Mobile? ‣ Social network?


Marketing: Then

1990 • Direct Mail
• Telephone

• TV

• Radio

• Print

• Display


Marketing: Now

• Email
• Mobile Email
2010
• Print
• Display
• Online Video
• Affiliate Marketing
• Behavioral
• Retargeting

• SMS+MMS • Website • Webinars • Paid Social

• IM • Search (SEO) • Blogs • Location based

• Direct Mail • Paid Search • RSS • Widgets

• Telephone • Online Display • Podcasts • QR Codes

• TV • Landing Pages • Wikis • Augmented

• Radio • Microsites • Social Networks Reality
— From Joel Book, Exact Target


Three,
It’s the Magic Number

The Power Of Three

+ +


Hub and Spoke Approach

OFFLINE

SOCIAL

WWW

BLOGS

ANALYTICS
SEARCH
SEO, SEM,
Social


The Power Of Three

Email
‣ Email is still one of the primary
activities users perform on a
daily basis
‣ Users receive social
networking updates via email
‣ Mobile devices driving more
usage


50%
of ShareThis users
®

share through email

The Power Of Three

Mobile
‣ Industry experts are predicting
that mobile use will overtake the
desktop use in five years
‣ Becoming and integral part of
daily business and family life
‣ Phones are upgraded every
18 to 24 months


100 Million
smart phones estimated
by the end of 2010

The Power Of Three

Social
‣ Facebook is the No. 1 visited
website in the world with 500+
million users
‣ 35 hours of video uploaded to
YouTube per minute
‣ Many are checking social
networks before traditional media


46%
of adults age 50+
use social networking
(Pew Research)

Playing Well Together

Email Marketing
‣ High adoption rate
‣ Permission-based
‣ Highly measurable
‣ View on a mobile device
‣ Integrate social networking
into your blasts



Mobile
‣ 20%+ of users are accessing
social networking sites through
mobile devices
‣ At least 34% are checking email
on a daily basis
‣ Users consider text messages
high priority



Social Networking
‣ Users are joining in record
numbers, over a BILLION
registered users of the big four
‣ 75% of social web users say email
is the best way to communicate
with them
‣ Mobile interaction is growing
exponentially


Keep in Mind

Rules of Engagement
‣ Opt-in channels
‣ With great power comes great
responsibility
‣ Governing rules: CAN-SPAM
‣ I want to hear from you, but not
all the time
‣ If I do something for you, I want
something in return


Case Study: Arena Grand Movie Theatre



Email



Email

Facebook Page Twitter
Eblast



Email
1.Weekly Eblast
‣ Collecting email addresses
and mobile numbers both
online and offline
2.Relevance and a coupon
‣ Timely information coupled
with a monthly offer



Email
3.From and subject line
‣ Keys to high open rates
4.Third party service
‣ Whitelisted servers, list
management and analytics



Email
5.Social integration
‣ Provide an opportunity to
connect in other channels
6.Trivia question
‣ Provides an additional point
of engagement



Mobile

Homescreen Optimized Full


Mobile

Eblast


Mobile

Facebook Places Feed



Mobile
1.Mobile website
‣ Create a mobile of your
website for main devices
2.Eblast
‣ Optimize eblasts or
enewsletters for mobile
devices



Mobile
3.Social networking
‣ Big four are integrated into
main platforms
4.Text messages
‣ Collect mobile numbers to
market through texts



Social



Social

Website

Facebook Page Twitter


Social
1.Integrate Into website
‣ Create opportunities while
users on your website
2.Content placement
‣ Put your content where
your users are



Social
3.Drive email registrations
‣ Tweet, Update and include
ways for users to signup
4.Claim your page
‣ Claim your Facebook and
Google Places page



Social
5.Integrate
‣ Merge your Facebook place
and page
6.Sharing
‣ Let users spread the word



Strategic Approach
1.Create separate site
‣ Rank highly in Google for
keywords other than “movie
theater”
2.Eblast signup
‣ Encourage users to signup



Strategic Approach
3.Event videos
‣ Put videos of events on
YouTube and embed in website
4.LinkedIn
‣ Connect with meeting and
event planners, create
a group to share ideas


Five things You Can Do

1.Conduct a Digital Audit
‣ Start with your website and
analytics and then review all
additional channels

2.Test Everything
‣ Confirm that your website
and eblasts are displaying
properly on mobile devices



3.Claim Your Place
‣ Own your Facebook and
Google place page

4.Integrate Text Messages
‣ Use SMS to make it easy
for users to sign up for your
eblasts at events, in-store
or online



5.Design To Engage
‣ Your website should provide
multiple opportunities to
signup to receive emails
‣ Integrate and connect
through social networking
‣ Mobile device optimization


Connect With Me

in/bryanhuber @bryanhuber
in/paulwerthassociates @paulwerth

paulwerth.com


Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010)

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