Aquent/AMA Webcast: Leveraging the True Power of Social with Email
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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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Aquent/AMA Webcast: Leveraging the True Power of Social with Email
- 1. 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
- 2. AMA Webcast Leveraging 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 audio Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
- 3. Housekeeping Items e c o r d i n g o u w i l l b e p r o v
- 5. Webcast Speaker Jeffrey Mesnik, Founder and President, Socialize Your Stuff, LLC
- 6. The Role of Social Newsletters In The Age Of Content Marketing
- 7. Agenda The world is complex enough, let's keep marketing simple Statistics to help understand how to focus Case studies Tactical ideas on deployment
- 8. 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
- 9. Right.... So what does going digital mean?
- 10. Oh crap!! is this the landscape?
- 11. And don't forget the rest
- 12. Keep the objectives simple 1. Marketing objectives a. 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
- 13. Where do we start? Content And frequent content has the highest impact on SEO, followed by engagement
- 14. Is it Email vs. Social or...
- 15. Integrate content email + social
- 16. Email drives people to content
- 17. 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......
- 18. Marketing by the numbers
- 19. 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
- 20. Case Study: B2C Mitsubishi - 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 promotion o Creating over 60,000 new impressions o Increased the database by 5% o Created new sales opportunities
- 21. 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
- 22. 15,000 hits/mo
- 23. Struggle of getting started 1. Repurposed content from CRMSoftware 2. Started posting to Facebook, Twitter, LinkedIN 3. ROAD BLOCK: Content a. Where to go for content b. How to blog daily c. How to get it found d. How to leverage social sites
- 24. Success found 1. Started sourcing content from Microsoft a. 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 LinkedIN 4. Started creating weekly social newsletters with the content
- 25. Traction and ROI Three 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
- 26. Other stories of success • Dan Harding is a Regional • VP of Marketing at Director of Sales at technology vendor, ConnectandSell newScale, Mark Hamilton • He has increased pipeline • Created a group and used using LinkedIn in part by free content to drive people posting presentations and into an offer. other articles of content • This was part of a social • Those posts get emailed out marketing plan that increased in network updates the sales pipeline by over $3 Million
- 27. 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
- 28. Content Leveraging LinkedIN Groups 1.Use popular comments and questions to build a blog 2.Respond to the comment and post a link to the blog for more 3.Use highly engaging comments as conversation starters on your own Facebook, Twitter, and blog sites
- 29. User-generated content (earned media) Using the Facebook conversation in an email creates more engagement!
- 30. RSS feeds Pointing to other sites and blogs is a good thing • Keeps the content fresh • Demonstrates understanding of relevance • Helps with SEO
- 31. Leverage content from partners 1. Share your content a. Your content may be all over the place ex: Microsoft i. ERP has four YouTube channels ii. Seven Twitter channels iii. 5 or 6 blogs b. Make it easy to find 2. Educate partners on goals 3. Share solutions that can help you work together
- 32. Social Newsletters allow organizations to connect the dots between social and email, creating a new opportunity to drive loyalty and sales
- 33. 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
- 34. Take away It 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
- 35. Special Offer We are offering two months free with a one year subscription to the Butterfly Publisher application: o Content sources provided based on need o Social Dashboard - for managing social networks o Social Newsletter platform o Training and best practices www.socializeyourstuff.com/webinar
- 36. Thank You for your Participation! Additional questions? General AMA Questions can be sent to: asalas@ama.org Recording and slides You will be provided with a recording of today’s presentation. Twitter Please reference #AMAAquent, when tweeting about this webinar. Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.
Editor's Notes
- Today ’s biggest brands rely on Aquent experience and knowledge to staff their marketing, creative and digital teams. Their talent’s expertise can give your team the edge you need. To get talent that works, visit aquent.com.
- Lets back up now and look at the bigger picture... First decide what are we trying to accomplish....SALES
- I find that a lot of people struggle with SEO. Everyone think it is a secret game that needs to be played by a select few, but if we zoom back up and think about what we need to accomplish everything works really well together. Content frequency is one of the number one drivers to SEO.. Engagement is another really big number. And if you have relevant content, than other sites will reference you which helps to improve your ranking even furtner. Sure their are ways and value to optimizing, but at the end of the day, keeping it simple and using solid marketing tactics drive the results you want.
- Often organizations have the battle, which is more important - email or social... it becomes the battle of the 20-30 somethings vs the 30-45 somethings
- Social and email marketing should go hand in hand, one supports the other... and they both support SEO
- What to note is the email is still deemed the most effective marketing program
- But the key to remember what drives all of it... is CONTENT... and social has helped evolve the type of content that works, and by mixing the mediums you get the largest bang for you buck on content.
- As you can see here email improves substantially with social content. emails benefit and social media's influence
- I knew I had to move to inbound marketing but didn ’t know how or where to start My first opportunity came about when we were invited to participate in the ERP Software Group Blog in the Fall of 2009, and soon afterward in the CRM Software Group Blog The commitment was one blog post for each per month When I saw the results that those blogs were driving (today as high as 15,000 hits/mo) I realized that an Altico blog was a natural next step, but first I had to set up a blog on our Web site Traditional direct marketing was yielding diminishing results
- In January of this year our President attended a Microsoft executive meeting and came back with the idea that we (meaning I) should be blogging daily. My first thought was that he had to be kidding. How could I possibly find enough time and content. But since I always aim to please my boss, on Valentine ’s Day of 2012, I started blogging daily. At first, I was just repurposing my group blog posts on our Altico blog Why is that all I was doing? Because finding the time and creating good content seemed like a Herculean task
- We were then introduced to the Socialize Your Stuff/Nurture Marketing/Butterfly Publisher partnership Using Socialize Your Stuff as a social media aggregator, I was then able to post a single item to all three of our social media sites – this was a huge time saver Still I needed content. I slowly learned that there was a ton a great content readily available, in newsletters that were already coming into my inbox, in white papers and case studies that we participated in via the group blogs or on our own or with Microsoft. By this time, I was using more of the tools available from Socialize Your Stuff, namely adding LinkedIn Groups to the recipients of our social media posts, then adding our blog to Socialize Your Stuff by adding an RSS feed to the blog. This enabled me to post on the Altico blog and then via Butterfly Publisher, pick up that same blog post and send it out to 20 or more different sites.