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Marketers have dramatically expanded their use of social media marketing from an average of one platform per company in 2006 to eight in 2009. Businesses are increasingly becoming comfortable with the idea of having multiple engagement points with different categories of customers in appropriate social media venues. The growth of engagement marketing has actually increased the value of e-mail, particularly with consumer-facing companies. E-mail has become the force that binds together distributed and often disaggregated social activities and the integration point for customer information. Social media platforms also present an opportunity to drive e-mail subscriptions through multi-platform promotion. This presentation briefly describes the significant changes that multi-platform social media is driving in the marketing landscape and outlines some emerging best practices for combining new platforms with existing e-mail promotion.
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Turbo-Charge E-mail Marketing with Social Media
Paul GillinAuthor, The New Influencers
Secrets of Social Media Marketing
What’s the Value?
• New Engagement Points
• Customer Feedback
• Low-Cost Content Source
• New Segmentation Opportunities
• Referrals & Endorsements
• Ambassador Marketing
• Engagement Loop
Let’s Define Our Terms
Social Media is a set of online tools that your constituents use to communicate with groups of friends or people with similar interests. They include:
• Blogs• Microblogs• Social Networks• Media-Sharing• Forums• Shared Workspaces• Multi-user games
• Social news• Virtual worlds• Community reviews• Social bookmarking
Social Synergy
Generational Differences
Discuss in online forums
Don't share
Post on social network
Review on shopping site
Phone or face-to-face
0 10 20 30 40 50 60 70 80 90
10
9
28
26
37
69
6
10
15
23
49
78
Generation X
Generation Y
How US Female Internet Users Share Information About Products They Like
Source: EMarketer
Because It Works
75% of daily social media users say e-mail is the best way to communicate them, compared to 65% of all e-mail users
49% of Twitter users say they made an online purchase because of e-mail, compared to 33% of all e-mail users
--Nielsen Co
National newspapers
National TV
Mobile SMS text
Online video
Email sponsorship
Out-of-home
Regional newspapers
Regional TV
Direct mail
Rich media display
Event sponsorship
Online display
Magazines
Radio
Keyword search
Social networks
0 10 20 30 40 50 60
Favored Marketing Tools, 2010
Center for Media Research
“Newsletters will be a big part of our strategy for 2010”
--Scott Monty, Ford Motor Co.
Platform Adoption by Year
Before 2006 2007 2008 2009
38
99
137
187
38
137
274
461
New Cumulative
55 respondents
Social Marketing Goes Multi-Platform
Paul Gillin Communications Research
Typical Multi-Platform Scenario
Corporate website
Feed Aggregator
Partner website
Email Newsletter
Positive ROI Perception
No answer
Little/no impact
Somewhat postiive
Strongly positive
0 2 4 6 8 10 12 14 16 18 20
What has been the business impact of your company's use of multiple social media platforms?
Paul Gillin Communications Research
Integration Is a Top Priority
37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).
55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail).
Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail)
Source: EMarketer
What is Social CRM?
“Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects.
Social CRM is growing out of a completely different need -- the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.“
--Brent Leary in Inc. magazine
Go Where the People Are
32 million members
400 million members44 million members
1 billion daily views
6 million daily visitors
50 million members10 million members
1 million daily visitors
1.5 million daily visitors
Humanize Interactions
Trust Equation: People Relate Differently to Humans Than
They Do To Brands
(So Let Your
People Go)
Use Social Media To…
• Identify Topics• Generate Content• Gather Feedback
Generate Leads
Grow E-mail Lists
Improve ROI of E-mail
Increase Brand Awareness
Extend E-mail reach
31
47
53
78
81
13
10
7
3
3
57
43
40
19
16
Social Media Influence on E-Mail Marketing
Agree Disagree Not SureSource: EMarketer
• Test Messages• Capture Leads• Strengthen Relationships
Customer & Competitive Intelligence
TwitScoop
TweetMeme
Most E-mailed
Google Trends
Social Tools Can Help You Choose Topics for Your
Communications
Generate Content
“Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews. In addition, review readers are 62% more likely to continue to engage.”
--BazaarVoice Case Study
Straight Talk
Features top-rated customer favorites
Publishes real customer testimonials
Other Ways to Generate Content
• Barter blogger posts
• Ask a question, feature best answers
• Bookmark and republish favorite tweets
• Invite photos, videos and stories
• Poll and promote
• Ask feedback and cherry pick
• Plant seed questions and invite debate
Gather Feedback
• Test messages to a community
• Limited offers
• Private or closed-group discussion
• Brand ambassador programs
• Competitive intelligence
Customize Message to Members
Hey, Bobby:
Dear Robert:
Duuuuude!
@bob:
Social Users Engage Differently
Share Click Engage
8% 18X 1.6
39% 3X 2.8
38% 1X 3.0
15% 6X 1.5
Generate Leads
Use Every Available Channel to Promote
Destination: Website
Always Use Your Own Domain!
Make Content Easy to Share
Promote Subscriptions Everywhere
Don’t Just Say “Follow Us On Twitter”
Promote benefits of membership
Describe content
Offer multiple topical destinations
Embed widgets to keep people on site
On the Back End…
• Use unique URLs in each venue
• Customize landing pages to audience
• Gather social contact information from
subscribers
• Tag social content for e-mail customization
The Cree LED Revolution
• Goal is to promote LED lighting technology
• Anyone, even competitors, can contribute stories and photos
• E-mail campaign reaches out to agents and producers
• Visitors can submit photos of dismal lighting in their workplace
• Winners featured in e-mail campaign
Tracking success
Traffic – unique visitors vs. page views
Technorati rankings
RSS subscriptions
Google linkto: and allinanchor:
De.licio.us and Technorati tags
Trackbacks
WebsiteGrader.com, Xinu, Compete, etc.
Not to mention…
Search engine rank
Social bookmark activity
Comments on your site and others
Inbound links
Blog mentions
Discussion group posts
Social network membership
Bloglines or Blogpulse rankings
Mainstream media references
Referral links
Search engine results
Positive/negative sentiment analysis
Video viewership
Mashups
Copycat or parody videos
Contest entries
Thank you!
Paul Gillin
508-656-0734
paul@gillin.com
www.gillin.com
Twitter: pgillinAvailable on Amazon or at
NewInfluencers.com Available on Amazon or at
SSMMbook.com
Subscribe to my free weekly
newsletter at gillin.com
Coming January, 2011: Social Marketing to the Business Customer
By Paul Gillin & Eric Schwartzman
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