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Killer Integration of
Facebook and Email
Integration, Not Isolation




Email                    Facebook
3 Areas of Integration
• Strategic Integration
• Channel & Audience Integration
• Message Integration
1. Strategic Integration
84% of Facebook fans are current customers! (DDB)
• Facebook tries to keep the brand top-of-mind among
  people who have opted-in
• Email tries to keep the brand top-of-mind among people
  who have opted-in

                               The Facebook people in your
                             company, and the email people in
                               your company should be the
                                      SAME people
Metrics
  Metrics are similar, with different
   names:


  • Email subscribes = Facebook likes
  • Email unsubscribes = Facebook
    unsubscribes
  • Email opens = Facebook
    impressions
  • Email clicks = Facebook feedback
  • Email forwards = Facebook shares
Metrics
Metrics
Advanced Metrics with Pagelever




                        Pagelever.com
Integrated ROI
       New cross-channel Google
        Analytics determines true impact
        of each channel


       http://ar.gy/multichannel
Facebook Valuation via Email
                                   If you know your email investment, you
                                     can model Facebook value


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

  Cost of 2 cents per email sent
25% open rate = 8 cents per open   • Determine TRUE cost per email sent
  1,780,904 post views/month
                                   • Multiply by open rate
 = Facebook value of $142,472        • Equals true cost per email view
                                   • Value each Facebook post view
                                     event to find monthly value of
                                     Facebook
Scheduling
     • Use email time of day testing to
       optimize Facebook status
       update schedule
       • Test nights!
     • Use email day of week testing
       to optimize Facebook status
       update schedule
       • Test weekends!
2. Channel & Audience Integration
One method of contact isn’t enough. Your goal should be to
 build a touch point corral around your best customers.


• Email subscription
• Facebook like
• Twitter follow                             This is how you know
                                                 you’re doing
• SMS sign up                                 something right as a
                                               loyalty marketer!
• ….more
Email Opt-ins on Facebook
          • Use your Facebook landing tab as
            an email opt-in opportunity
            • Test putting free content or
              special offers behind a “fan gate”
              with email sign-up


            http://facebook.com/ConvinceConv
             ert
Facebook Likes on Email Thank You




• Promote your Facebook page on email thank you auto-responder
  • When they are in the mood to like you, ask them to “like” you!
Email Opt-ins on Facebook


              • Encourage a Facebook “like” in
                the email unsubscribe process
                • Try to maintain at least one
                  touch point
    Like Us
Email Subscriptions via Social Log-in


                • Companies like Janrain serve
                  unified log-in and database
                  building systems
                  • Convenience for your site
                    visitors
                  • Steady stream of data
                    attributes for your company
Use Social Functions in Email to Segment Audience

                      • Most email providers have some
                        sort of “share with your social
                        network” button
                      • Track the subscribers that click
                        this button and build a “social
                        media active” database segment
                        for future use


                      http://ar.gy/emailblog (great email
                       blog)
Include Best Performing Email Products in
             Facebook Store

                  • F-commerce is easier than ever
                  • Integrate email with Facebook store
                    for special fan-only offers
                    • Test social threshold deals
3. Message Integration
          Successful content in email can be
           used in Facebook, and vice-
           versa


          • Drive behavior wherever
            subscribers are comfortable
            performing it
          • Demonstrate integration and
            unification at the message level
Headlines




• Use email subject line testing to optimize Facebook ad headlines
• The reverse also works
• Consider ABCD subject line test in email (if your list is big
  enough)
• Facebook also enables multiple ads
Images




Images have a sizable impact on click through rate for Facebook
 ads
• Test multiple images (in combination with headlines) to determine
  best image for email
• Note: This might also work with Google+, using different images
  sent to different circles
Content Ideas

     • Use the speed and interaction
       of Facebook to source content
       for email and your website
     • Contest not usually necessary
       – just ASK
Bring Facebook to Email

          • Popular and interesting status
            updates from fans can become
            not just “sponsored stories” as
            Facebook ads, but email
            content too.
Real-time Email Push




• Given the way Facebook’s Edge Rank (and now Graph
  Rank) formula works, likes and comments are critical to your
  content being above the fold – or at all
• Status updates that are successful could be emailed (same
  day) to boost interactions even more, growing Edge Rank
  for the brand
Cross-posted Email Components

             • Individual, popular pieces of an
               email newsletter can also be
               repurposed as Facebook
               status updates
             • Provides a second touch point
               for some customers
             • Gives the ability for instant
               interaction – boosting Edge
               Rank
3 Areas of Integration
• 17 specific killer integration opportunities
• How many are you doing today?
• Do not tackle all of these at once
• Tier the opportunities, and implement/test 2-4 to start


• Remember, your Email people and your Facebook
  people should be working closely together – or be the
  same people
Jay Baer
           Convince & Convert
  www.convinceandconvert.com
             www.jaybaer.com
                    @jaybaer
Facebook.com/ConvinceConvert


     Free chapter:
    http://ar.gy/now

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17 ways to integrate Facebook and Email Marketing

  • 3. 3 Areas of Integration • Strategic Integration • Channel & Audience Integration • Message Integration
  • 4. 1. Strategic Integration 84% of Facebook fans are current customers! (DDB) • Facebook tries to keep the brand top-of-mind among people who have opted-in • Email tries to keep the brand top-of-mind among people who have opted-in The Facebook people in your company, and the email people in your company should be the SAME people
  • 5. Metrics Metrics are similar, with different names: • Email subscribes = Facebook likes • Email unsubscribes = Facebook unsubscribes • Email opens = Facebook impressions • Email clicks = Facebook feedback • Email forwards = Facebook shares
  • 8. Advanced Metrics with Pagelever Pagelever.com
  • 9. Integrated ROI New cross-channel Google Analytics determines true impact of each channel http://ar.gy/multichannel
  • 10. Facebook Valuation via Email If you know your email investment, you can model Facebook value http://ar.gy/Facebook (free worksheet) Cost of 2 cents per email sent 25% open rate = 8 cents per open • Determine TRUE cost per email sent 1,780,904 post views/month • Multiply by open rate = Facebook value of $142,472 • Equals true cost per email view • Value each Facebook post view event to find monthly value of Facebook
  • 11. Scheduling • Use email time of day testing to optimize Facebook status update schedule • Test nights! • Use email day of week testing to optimize Facebook status update schedule • Test weekends!
  • 12. 2. Channel & Audience Integration One method of contact isn’t enough. Your goal should be to build a touch point corral around your best customers. • Email subscription • Facebook like • Twitter follow This is how you know you’re doing • SMS sign up something right as a loyalty marketer! • ….more
  • 13. Email Opt-ins on Facebook • Use your Facebook landing tab as an email opt-in opportunity • Test putting free content or special offers behind a “fan gate” with email sign-up http://facebook.com/ConvinceConv ert
  • 14. Facebook Likes on Email Thank You • Promote your Facebook page on email thank you auto-responder • When they are in the mood to like you, ask them to “like” you!
  • 15. Email Opt-ins on Facebook • Encourage a Facebook “like” in the email unsubscribe process • Try to maintain at least one touch point Like Us
  • 16. Email Subscriptions via Social Log-in • Companies like Janrain serve unified log-in and database building systems • Convenience for your site visitors • Steady stream of data attributes for your company
  • 17. Use Social Functions in Email to Segment Audience • Most email providers have some sort of “share with your social network” button • Track the subscribers that click this button and build a “social media active” database segment for future use http://ar.gy/emailblog (great email blog)
  • 18. Include Best Performing Email Products in Facebook Store • F-commerce is easier than ever • Integrate email with Facebook store for special fan-only offers • Test social threshold deals
  • 19. 3. Message Integration Successful content in email can be used in Facebook, and vice- versa • Drive behavior wherever subscribers are comfortable performing it • Demonstrate integration and unification at the message level
  • 20. Headlines • Use email subject line testing to optimize Facebook ad headlines • The reverse also works • Consider ABCD subject line test in email (if your list is big enough) • Facebook also enables multiple ads
  • 21. Images Images have a sizable impact on click through rate for Facebook ads • Test multiple images (in combination with headlines) to determine best image for email • Note: This might also work with Google+, using different images sent to different circles
  • 22. Content Ideas • Use the speed and interaction of Facebook to source content for email and your website • Contest not usually necessary – just ASK
  • 23. Bring Facebook to Email • Popular and interesting status updates from fans can become not just “sponsored stories” as Facebook ads, but email content too.
  • 24. Real-time Email Push • Given the way Facebook’s Edge Rank (and now Graph Rank) formula works, likes and comments are critical to your content being above the fold – or at all • Status updates that are successful could be emailed (same day) to boost interactions even more, growing Edge Rank for the brand
  • 25. Cross-posted Email Components • Individual, popular pieces of an email newsletter can also be repurposed as Facebook status updates • Provides a second touch point for some customers • Gives the ability for instant interaction – boosting Edge Rank
  • 26. 3 Areas of Integration • 17 specific killer integration opportunities • How many are you doing today? • Do not tackle all of these at once • Tier the opportunities, and implement/test 2-4 to start • Remember, your Email people and your Facebook people should be working closely together – or be the same people
  • 27. Jay Baer Convince & Convert www.convinceandconvert.com www.jaybaer.com @jaybaer Facebook.com/ConvinceConvert Free chapter: http://ar.gy/now