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Which is it? Do you socialize your email, or email your social? Social marketing + email is a powerful mechanism for improving your business, but there are three basic challenges that organizations face when trying to figure out what to do with social marketing: -How to create and sustain engagement -How to increase message impressions -How to build and improve their marketing database During this webcast, you will learn: How integrating your social and email campaigns help to create better results - Why trying to socialize a typical email campaign is not as effective as emailing a social campaign - Why focusing on the social program first will allow you to feel the full power of what that program can do - How email, your website, and other traditional online marketing efforts can enhance and expand your social efforts - How to use time and quantity-limited group deals to encourage people to share information about your brand to their friends
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Leveraging the True Power of Social with Email
Which is it? Do you socialize your email, or email your social?
During this webcast, Jeffrey Mesnik, Founder and President of Socialize Your Stuff, LLC , will discuss …
> How integrating your social and email campaigns help to create better results> Why trying to socialize a typical email campaign is not as effective as emailing a social campaign> Why focusing on the social program first will allow you to feel the full power of what that program can do> How email, your website, and other traditional online marketing efforts can enhance and expand your social efforts> How to use time and quantity-limited group deals to encourage people to share information about your brand to their friends
AMA WebcastLeveraging the True Power of Social with E-Mail
Presenter:Jeffrey Mesnik, Founder and President, Socialize Your Stuff, LLC Moderator:Anthony Salas, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audioParticipants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
Housekeeping Items
Recording
You will be provided with a recording of today’s presentation after today’s live presentation.
Please reference #AMAAquent, when tweeting about this webinar.
Webcast Speaker
Jeffrey Mesnik, Founder and President, Socialize Your Stuff, LLC
The Role of Social Newsletters In The Age Of Content Marketing
Agenda
The world is complex enough, let's keep marketing simple
Statistics to help understand how to focus
Case studies
Tactical ideas on deployment
Quick Survey
How does the number of likes on Facebook or followers on Twitter compare to the number of emails in your mailing list?
a. I have more emails than fans and followers
b. I have more fans and followers than emails
c. I do not have any fans or followers yet
d. I do not have an email list
Right.... So what does going digital mean?
Oh crap!! is this the landscape?
And don't forget the rest
Keep the objectives simple
1. Marketing objectivesa. Drive traffic to an online or offline store
b. Create interest for a sales call
2. What are the steps?a. Reach prospects
b. Identify interest
c. Convert interest
d. Sustain
Where do we start? Content
And frequent content has the highest impact on SEO, followed by engagement
Is it Email vs. Social or...
Integrate content email + social
Email drives people to content
Why integrate?
1. eMail is still the number one medium for conversions
2. Social content, like videos have the highest click rates
3. Earned media, case studies and whitepapers have the highest share rate
If we put it together we get......
Marketing by the numbers
More work!
How are we supposed to be able to maintain all of the new content channels?•Create email content•Create blog content•Create Facebook posts, Twitter posts, manage LinkedIN groups
Case Study: B2CMitsubishi -3,000 people received an email asking to share how much they love their
TV's
24 hours later the email created:o More than 2% shared the promotiono Creating over 60,000 new impressionso Increased the database by 5% o Created new sales opportunities
Case Study B2B: Altico Advisors
The directive: "Go digital"•Started from nothing•Contributor to one large blog•Daily blogging•Created a weekly social newsletter•Almost doubled quality web visits
15,000 hits/mo
Struggle of getting started
1. Repurposed content from CRMSoftware2. Started posting to Facebook, Twitter, LinkedIN3. ROAD BLOCK: Content
a. Where to go for contentb. How to blog dailyc. How to get it foundd. How to leverage social sites
Success found1. Started sourcing content from
Microsofta. Microsoft has a ton of
content, but finding it all was NOT easy
2. Found that white papers, if broken out, gave me multiple posts
3. Started leveraging LinkedIN4. Started creating weekly social
newsletters with the content
Traction and ROIThree days after blogging daily, Altico's blog was getting indexed by Google
Altico also used a weekly social newsletter to alert folks to the content
And by the end of the year they almost doubled quality visits
And the tracking has created qualified leads to hand over to the sales people
Other stories of success
• Dan Harding is a Regional Director of Sales at ConnectandSell• He has increased pipeline
using LinkedIn in part by posting presentations and other articles of content
• Those posts get emailed out in network updates
• VP of Marketing at technology vendor, newScale, Mark Hamilton• Created a group and used
free content to drive people into an offer.
• This was part of a social marketing plan that increased the sales pipeline by over $3 Million
How? Don't recreate the wheel
Leverage your content•Focus on the blog first•Tweet your blog•Facebook your blog•Newsletters are created from your posts and user generated content on your site
Place social content into your email newsletter, and watch your traffic grow
Content
Leveraging LinkedIN Groups1.Use popular comments and questions to build a blog2.Respond to the comment and post a link to the blog for more3.Use highly engaging comments as conversation starters on your own Facebook, Twitter, and blog sites
User-generated content (earned media)
Using the Facebook conversation in an email creates more engagement!
RSS feeds
Pointing to other sites and blogs is a good thing•Keeps the content fresh•Demonstrates understanding of relevance•Helps with SEO
Leverage content from partners1. Share your content
a. Your content may be all over the place ex: Microsofti. ERP has four YouTube
channelsii. Seven Twitter channelsiii. 5 or 6 blogs
b. Make it easy to find 2. Educate partners on goals3. Share solutions that can help you
work together
Social Newsletters allow organizations to connect the dots between social and email, creating a new opportunity to drive loyalty and sales
Quick Survey 2
How many of you have a newsletter, and if so how much time does it take to put together
1. Less than an hour
2. More than two hours
3. About a day
4. More
Take awayIt all starts with content; frequency and recency of content influences SEO above all else
Email Newsletters are the cornerstone of your content strategy
eMail Social promotions for highest impact
LinkedIn groups are great sources for content and content ideas
User generated content from your social sites is great too
Special Offer
We are offering two months free with a one year subscription to the Butterfly Publisher application:
o Content sources provided based on needo Social Dashboard - for managing social networkso Social Newsletter platformo Training and best practices
www.socializeyourstuff.com/webinar
Thank You for your Participation!
Additional questions? General AMA Questions can be sent to: [email protected]
Recording and slides
You will be provided with a recording of today’s presentation.
Twitter Please reference #AMAAquent, when tweeting about this webinar.
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