Social Media + Email Marketing: A Match Made in Digital Heaven
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Are your email and social media marketing programs working in tandem to create LEVERAGE? If not, learn how to integrate these digital marketing channels to create more visibility online, build your list, develop stronger customer connections, and boost revenue.
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Social Media + Email Marketing: A Match Made in Digital Heaven
- 1. SOCIAL MEDIA + EMAIL MARKETING LEVERAGING A MATCH MADE IN HEAVEN eWomen Network, Ft. Lauderdale Karen Talavera, Synchronicity Marketing May 13, 2010 EMAIL MARKETING SAVVY
- 3. The Times They Are-a-Changin’
- 6. Why Now?
- 8. Email: The New Nexus
- 9. The Meteoric Rise of Social Media
- 13. Digital Savvy Crosses Channels
- 14. Social Media Depends on Email
- 15. Combining Them = LEVERAGE
- 16. Four Ways to Create Online Synchronicity
- 26. |
- 29. Link to Video Hosted on YouTube
- 34. eWomen Network, Ft. Lauderdale Stay Connected Email: [email_address] Web: www.synchronicitymarketing.com Facebook/LinkedIn: Karen Talavera Twitter: http://twitter.com/SyncMarketing Phone: 561.967.9665 THANK YOU, QUESTIONS?
Hinweis der Redaktion
- The old marketing model relied on a funnel approach which was mostly one-way from advertiser to audience. Advertisers were more interested in broadcasting a message to a large, like-minded audience. Audiences usually had little mechanism for feedback – other than to buy or not buy. The market determined the effectiveness of advertising messages, which were designed basically to generate demand for products and sell them rather than communicate the value of such products.
- The new model is quite different. Internet marketing channels like social media sites, blogs, and email make it possible for advertisers and audiences to have two-way conversations. In fact, audiences have shown they are eager to provide vocal and frequent feedback when given the mechanisms to do so. Therefore, the marketers who will succeed in the new world are required to engage in conversations rather than simply broadcast a message to the masses. The goal has shifted from simply selling product (of course, that’s still what needs to happen to stay in business) to developing long-term, loyal customer relationships. Any good direct marketer knows it costs more to generate new customers than keep the ones you already have, so if we continually demonstrate value through information, education, entertainment and by way of serving communities, customers will stick around. The new model has evolved into selling by way of serving rather than selling by way of promoting.
- We’ve been hearing about integrated marketing for years now, but it’s only recently become a reality, a reality that goes beyond making connections. What’s really happening is a fusion of both intentional and unintentional impressions, communications, and information. That fusion is taking place as the result of greater transparency between companies and customers, more holistic ways of having customer conversations, the rise of Web 2.0 as it’s called (dominated by User Generated Content and everyone seemingly talking to everyone else about anything and everything they can) which of course carries into social media sites like Facebook, MySpace, LinkedIn, Flicker, and more. Because this is evolving in real time, there’s never been a better time to leverage email. In fact, the great news is how far it’s come in less than a decade, from out of the silo into the very heart of the mix.
- Email marketing as the new nexus powering, connecting, pushing and pulling customers and prospects into the many marketing channels and contexts we’ll be operating in. In its early days, it was a great connector between offline direct response like mail, catalog, and phone and it still is. Marketers can leverage multiple channels to gain greater mind share with customers, and of course email can convey information and offers in ways traditional advertising can’t compete with – faster and cheaper than is possible otherwise – which is a huge time advantage marketers now have. What’s really interesting though is how it’s also become the lynchpin of customer contact online. It is still the workhorse empowering social media, nudging and alerting members to check in, or transmitting personal messages when a member isn’t actively engaged in a social network. It also initiates and encourages Web site activity, pushing and pulling customers to interact with us online, and by doing so speeds channel migration, streamlines operations and accelerates customer service. And of course, because email has become as prevalent a point of contact as the phone, it’s now a primary data element on most customer lists, our online connector to things happening in our offline worlds like events, store openings, mergers, etc.
- How could we possibly forget social media? The answer is we can't. All of the sites you see here have community interaction capabilities. They let people share status updates and content, like photos on Flickr or Video on YouTube. Some are true social community sites like Twitter and LinkedIn, while others like Digg and Stumble Upon are what is known as social bookmarketing sites, places where users can create an account that tracks all the content they like and recommend.
- And all of these destinations have grown exponentially over just a few years. Twitter, for example, grew from 6 million users in 2008 to over 75 million in 2010. But, Twitter has only about 10-15 million ACTIVE users
- The meteoric rise of Facebook continues as well, growing from 60 million users in 2008 to upwards of 400 million in 2010. If Facebook were a country, it would be the third most populous in the world!
- The great news is there’s an affinity between the social-media savvy and their preference for email (slide)
- It’s not so much about finding people who are loyal to one digital communications channel as it is about identifying people who are comfortable with digital communication as a new modality. Digital conversation savvy people are having conversations in multiple places online - email AND social media - rather than one place or another. This is why those more engaged in social media are also more connected to their inboxes. The mindset set translates and skill at using one online communication channel tends to translate to skill at using others.
- Let's take a moment to remind ourselves of how email is the backbone of how many social media sites push content to members in order to pull them back to the social network.
- So, how do you integrate email specifically with social media? Here are four ways I'm going to dive into in more detail. First, include the option in your email campaign deployment to host your email message as a Web page and then tweet links to either that Web-version of your email, or the subsequent landing pages it leads to. Second, include “share to social network” buttons in your email so your list members can share your information through their own social media pages, thereby reaching extended audiences for you. Third (slide) . . . I’ll show you examples of all four of these approaches.
- Social media continues the conversation started in email.
- This is a content leverage strategy – content extension. It’s really social bookmarking, but can get you retweets and viral lift
- In addition to including share to social bookmarking buttons in your email messages, you also want your email list members to be able to find your social media pages on their favorite networks. Here's an email from the Chicago Convention and Tourism bureau that illustrates how they do that. I love that they put this call to action in the pre-header where it's most visible. In fact, build it into your email design template if you can.
- In addition to including share to social bookmarking buttons in your email messages, you also want your email list members to be able to find your social media pages on their favorite networks. Here's an email from the Chicago Convention and Tourism bureau that illustrates how they do that. I love that they put this call to action in the pre-header where it's most visible. In fact, build it into your email design template if you can.
- Fourth, proactively INVITE your email list to interact with you on social network sites. Just ask them! This is a great strategy I see more and more and works well to announce your presence if you're new to a major social media platform. It helps conversion if you explain why people should connect to you on social media. Recent research indicates they do so with the expectation of getting discounts and deals, so if you'll be providing those kinds of incentives to your social media friends and followers then explicity tell them that in the email. Here's an example from Seasons 52 . . .
- Fourth, proactively INVITE your email list to interact with you on social network sites. Just ask them! This is a great strategy I see more and more and works well to announce your presence if you're new to a major social media platform. It helps conversion if you explain why people should connect to you on social media. Recent research indicates they do so with the expectation of getting discounts and deals, so if you'll be providing those kinds of incentives to your social media friends and followers then explicity tell them that in the email. Here's an example from Seasons 52 . . .
- What I love about email and social media is the synergy between the two - how one can grow the other and vice versa.
- The great thing about this is not only do you use Twitter to drive people to your email content (either email hosted as Web page or the email’s landing page) but you get residual lift from RTs. Especially good whenever you publish a new issue of your e-newsletter
- Here's another example of linking from within an email message to video hosted externally - this time on YouTube. The objective of this message from Defenders of Wildlife is to obtain support and donations to help save Idaho Wolves. Right at the top of the message is an invitation to watch the video, next to a mini console player which is an active link to the video on YouTube. An added push is the celebrity endoresement by actress Ashley Judd. There are plenty of other creative bells and whistles going on in this email message, but let's look at where the video link takes us.