1. 9/30/2011
Twitter: @pgillin
Integrating Social Into
Traditional Marketing: E-
Mail, Direct And Advertising
Paul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Twitter: @pgillin
Social Marketing to the Business Customer
The Way We Were
•Message
•Impressions
•Reach & Frequency
•Retention
•CPM
•Recall
•Share of Voice
•Coverage
•Rate Base
Twitter: @pgillin
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2. 9/30/2011
The New Language of Marketing
•Followers
•Likes
•Connections
•Engagement
•Responsiveness
•Comments
•Repeat Visits
•Shares
•Views
Twitter: @pgillin
Look Familiar?
Twitter: @pgillin
Use It or Lose It
Twitter: @pgillin
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3. 9/30/2011
What to Avoid
Over half of B2B marketers
update their Twitter accounts
once a week or less,
according to BtoB magazine
If you’re going to advertise
that you use the tools, you
must use them or risk looking
clueless
Twitter: @pgillin
Flipping the Funnel
Respond &
Iterate
Invite
Engagement
Listen
Go Where the People Are
Twitter: @pgillin
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Multi-Platform Strategy
Platform Adoption by Year
Twitter: @pgillin Source: Awareness Networks/ Paul Gillin
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4. 9/30/2011
Twitter: @pgillin
Twitter: @pgillin
Tools of Influence
SOCIAL MEDIA AGE
MASS MEDIA AGE Talk face to face Personal blog Comments on blogs
Phone call Social network page Comments on websites
Talk face to face
PRE MEDIA AGE Talk to shop worker Widgets Viral emails
Phone call
Consult a professional Video sharing site Auction websites
Talk face to face Talk to shop worker
Readers Letters Photo sharing site Wish lists
Talk to shop worker Consult a professional
Phone in; TV / Radio Chat rooms Ratings on retail sites
Readers letters
SMS Message boards Reviews on retail sites
Phone in; TV / Radio
Email Social Bookmarking Price comparison sites
Instant Messenger Chat room Social shopping sites
Source: Universal McCann Erickson
Twitter: @pgillin
Page 12
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5. 9/30/2011
Shifting Sands
Twitter: @pgillin Center for Media 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 e-mail and
social media is their fourth-most-important e-mail
marketing initiative for 2011. (StrongMail)
Twitter: @pgillin
Integrated Social Media
Promote online success Make it easy for people to find
in traditional venues you online
Solicit testimonials
Twitter: @pgillin Make sharing part of your website
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6. 9/30/2011
Integrating Online and Print
Twitter: @pgillin
Up to Code
“Approximately 14 million U.S. mobile
users – or 6.2% of the U.S. mobile
population - used their smartphones to
scan QR codes in the month of June 2011
alone.”
--ComScore
Top-performing Porsche ad in Men’s
Health got a 17% click-through rate
Twitter: @pgillin
Page 17
Postal Mail Still Works!
•About 5% of e-mail list addresses go
bad each year. Use postcards to re-
capture them.
We miss you!
Renew your online account at
www.mycompany.com/renew
and get one month free!
Twitter: @pgillin
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7. 9/30/2011
Use Social Media To…
• Identify Topics • Test Messages
• Generate Content • Capture Leads
• Gather Feedback • Strengthen Relationships
Twitter: @pgillin
The Fastest Way to Get Noticed
…But remember it’s about
thought leadership, not
pushing products
Twitter: @pgillin
Page 20
Involve Audience In Marketing
• 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
Twitter: @pgillin
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8. 9/30/2011
Leveraging the Audience
• Test messages to a community
• Limited offers
• Private or closed-group discussion
• Brand ambassador programs
• Competitive intelligence
Twitter: @pgillin
Facebook is Your
Alternate Home Page
Tip: Test promotions
here before rolling them
out in a direct marketing
campaign
Twitter: @pgillin
Page 23
Social Networks are On-Ramps For
Traditional Marketing
Twitter: @pgillin
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9. 9/30/2011
Twitter Is the New
Talk Radio
Hundreds of e-tailers
are using it to
broadcast specials,
find customers and
engage in
conversations with
their customers
Twitter: @pgillin
Page 25
Challenges and Invitations
Twitter: @pgillin
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A Versatile Tool
Promotions Contests
Aggregators Marketing
Tip: Search for people asking questions about your products or
services. Those are potential buyers!
Twitter: @pgillin
Page 27
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10. 9/30/2011
Twitter Contest
Twitter: @pgillin
Social Disconnect
“More than half of all online shoppers use Facebook, and among
those shoppers who engage in social media, 81% are on
Facebook…[O]nly a quarter of the top 100 online retailers by
sales volume have a formal Facebook presence, and another
quarter have less than 10,000 fans.”
--MediaPost, 2/9/10, quoting ForeSee research
“Of the 69% of online shoppers who say they use social media
sites, 56% choose to proactively interact with companies on
social sites by friending or following at least one retailer. This is
an amazing testament to customer loyalty.”
--MultiChannel Merchant, 2/16/10, quoting the same study
Twitter: @pgillin
Page 29
Peer Recommendations Validate
Epson reported
that revenue per
visitor nearly
doubled after
reviews were added
to its website.
Twitter: @pgillin
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11. 9/30/2011
Oh, the Things That You Know!
Thanks to Web Analytics…
March 30 April 4
April 9
Prospect reaches website Prospect responds to e-mail
Prospect attends webcast,
through search query "small invitation for "Choosing Small
stays 45 minutes and
business accounting," views Business Accounting
submits a question related to
four pages and subscribes to Software" webcast 30
legal practices.
newsletter. minutes after e-mail is sent.
April 10
April 12 Prospect clicks link in
Prospect downloads trial webcast summary e-mail to
version of your small visit product description
business accounting software page. He downloads PDF of
for legal practices. product brochure about
software for legal practices.
Twitter: @pgillin
Page 31
Brand Ambassadors
Professional photographers featured in a print ad in The Philippine Star, July 28, 2010
Twitter: @pgillin
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Twitter: @pgillin
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12. 9/30/2011
New Publishing Lifecycle
Begins as a tweet
Becomes a blog post
Create modular,
reusable content that
can be delivered via
multiple media
Feeds a podcast
That gets tweeted!
Stokes a white paper
Twitter: @pgillin
Page 34
Make Content Easy to Share
Promote Subscriptions Everywhere
Twitter: @pgillin
Publish Everywhere
Twitter: @pgillin
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13. 9/30/2011
Promote Your Content
and Others’ Endorsements
Twitter: @pgillin
Page 37
Tools Can Help
And yes, e-mail too!
Twitter: @pgillin
E-mail Marketing is Glue
 Social media for awareness, e-mail for retention
 Be consistent, constructive and helpful
 Offer multiple entry points: something for everyone
 Promote through every possible channel
 Help, don’t sell
 Subscribership = membership
 Invite feedback wherever possible
 Drive traffic to other channels
Twitter: @pgillin
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14. 9/30/2011
Thank You!
Paul Gillin Site: gillin.com
508‐656‐0734 Blog: paulgillin.com
paul@gillin.com Twitter: pgillin
Twitter: @pgillin
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