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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
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
Who are you trying to reach? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Chances are, they are using Social networks
What do they want? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Social interaction is not justabout offers & incentives
Email & Social fuel one another… Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
…and Marketers are jumping in   Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
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
But there are differences Expectations Execution Frequency & constancy Content Resources Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
Where is the intersection? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Brand Email List Social Contacts
Social & Email can leverage one another Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Brand Social Engagement Email Engagement Driving Deeper Engagement
How? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly ACTION! 6 keys  to driving deeper engagement
How? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly ACTION! Cross-pollinate  Listen & engage  Community  Permission  Targeted marketing  Measure & adapt
1. Cross-pollinate Email & Social Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
Email  Social Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 1. Cross-pollinate Inviteemail contacts to connect on social
Social  Email Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 1. Cross-pollinate Announce your email marketing to your social contacts
2. Listen & engage Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
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
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
3. Be an active member of your social community Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
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
4. Ask for permission to market through multiple channels Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
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
Ask for multiple contact points Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 4. Permission Use marketing  best practices  for both Social and Email marketing
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
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
5. Use what you’ve learned Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
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
6. Measure, review and adapt Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
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!
Cross-pollination case study Situation Moderate opt-in email list Low marketing activity (both email & social) Wanted to re-launch social presence Action Email campaign to get new opt-ins to multi-channel marketing Same campaign launched via Facebook & Twitter Product give-away incentive Connect With Us: @JitterJam - @ricpratte - @mwdonnelly Result ,[object Object]
+219% in Facebook Fans
26% gave >1 contact points
28% did NOT give email addr
Email CTR: 9%
Social CTR: 17%,[object Object]
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
About JitterJam Social CRM Connect With Us: @JitterJam - @ricpratte - @mwdonnelly

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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
  • 12. How? Connect With Us: @JitterJam - @ricpratte - @mwdonnelly ACTION! Cross-pollinate Listen & engage Community Permission Targeted marketing Measure & adapt
  • 13. 1. Cross-pollinate Email & Social Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  • 14. Email  Social Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 1. Cross-pollinate Inviteemail contacts to connect on social
  • 15. Social  Email Connect With Us: @JitterJam - @ricpratte - @mwdonnelly 1. Cross-pollinate Announce your email marketing to your social contacts
  • 16. 2. Listen & engage Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  • 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!
  • 30.
  • 32. 26% gave >1 contact points
  • 33. 28% did NOT give email addr
  • 35.
  • 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
  • 37. About JitterJam Social CRM Connect With Us: @JitterJam - @ricpratte - @mwdonnelly
  • 38. JitterJam Social CRM Turning Conversations into Customers™
  • 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
  • 41. Questions Connect With Us: @JitterJam - @ricpratte - @mwdonnelly

Notes de l'éditeur

  1. Drive email contacts to social and social contacts to email.
  2. Drive email contacts to social and social contacts to email.