Email marketing has proven value and best practices to enable businesses to reach existing and potential customers. Social networks have opened new opportunities for businesses to drive awareness, engage current and potential customers and provide new revenue opportunities. How do the two channels differ? How are they similar? How do they complement one another?
Learn how social marketing can enhance your current strategies and help drive new business for you in the real-time world of social networks. Ric Pratte, President and CEO, and Margaret Donnelly, VP of Marketing, of JitterJam will walk you through the basics and provide use cases on how email and social marketing together can enhance your bottom line.
Beyond Email Marketing: Adding Social to Your Marketing Mix
1. Beyond Email Marketing:Adding Social to Your Marketing Mix JitterJam Ric Pratte President & CEO Margaret Donnelly VP Marketing & Business Development Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
2. Agenda Why add Social to your marketing mix 6 keys to driving deeper engagement Case study Use cases Q&A Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
3. Who are you trying to reach? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Chances are, they are using Social networks
4. What do they want? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Social interaction is not justabout offers & incentives
5. Email & Social fuel one another… Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
6. …and Marketers are jumping in Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
7. Email and Social marketing are not so different Signify interest in a brand Driven by content DO require consumer opt-in Enable the brand to build a closer relationship with the consumer Significantly benefit from segmentation Have an expectation of value Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
8. But there are differences Expectations Execution Frequency & constancy Content Resources Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
9. Where is the intersection? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Brand Email List Social Contacts
10. Social & Email can leverage one another Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Brand Social Engagement Email Engagement Driving Deeper Engagement
11. How? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly ACTION! 6 keys to driving deeper engagement
17. Listen & engage Search for conversations around your brand, your product, your market Collect information about those who are talking Use that information to begin engaging those people in social conversation Dating before marriage Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 2. Listen & engage
18. Learn and segment Influencers Engaged Buyers Most active Specific products Location Demographics Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 2. Listen & engage Gather intelligence on your contacts
19. 3. Be an active member of your social community Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
20. Social is a different animal Strategy first Social engagement vs. social marketing Actively listen & engage Source & share content Don’t be “commercial” (unless that’s the known intent) Goal: Draw current and new contacts to you Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 3. Social Community
21. 4. Ask for permission to market through multiple channels Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
22. Drive people to opt-in Website Advertising Social profiles Contests Social sharing Signage Incentive offers Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 4. Permission Use different methods to drive people to connect
23. Ask for multiple contact points Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 4. Permission Use marketing best practices for both Social and Email marketing
24. Ask for contact info, message frequency & interests Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 4. Permission Deliverhighly targeted content that results in higher open rates and engagement
25. Track the sources of your success Use unique source links Separate landing pages / opt-in forms for EACH source Tag each contact w/source data Track each source’s effectiveness over time Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 4. Permission Track the engagement sourcefor each of your contacts
26. 5. Use what you’ve learned Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
27. Segmentation, A/B testing… BUT you get the benefit of ALL the data you’ve collected via social to segment and target your customer! Influence Engagement Preference Experiment and test Different offers for different channels A/B testing within a group Adhere to the permissions you’ve gathered Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 5. Use what you’ve learned Use the same best practices for targeted social & email marketing
28. 6. Measure, review and adapt Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
29. Keep refining your tactics Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 6. Measure & adapt Social marketing is new and marketers are testing & refining their methods New!
36. Action summary ACTION! Cross-pollinate Listen, engage & learn Be an active member of your social community Ask for permission to market Use what you’ve learned Measure, review, adapt Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
39. Resources Request more information http://www.blueskyfactory.com/JitterJam JitterJam blog http://www.JitterJam.com/blog Idea Spark Creativity Coffee http://ideaspark.eventbrite.com Blue Sky Factory White paper http://www.blueskyfactory.com/jjwebinar Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
40. Connect with us! @JitterJam @ricpratte @mwdonnelly www.facebook.com/JitterJam www.linkedin.com/in/ricpratte www.linkedin.com/in/mdonnelly www.JitterJam.com Connect With Us: @JitterJam - @ricpratte - @mwdonnelly