Tactics to integrate social and email marketing silverpop
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Tactics to integrate email marketing and social media.
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Tactics to integrate social and email marketing silverpop
- 1. © 2015 IBM Corporation #ibmamplify Using Email and Social Together to Drive Interaction and Sales
- 2. #ibmamplify © 2015 IBM Corporation • Beckley Stover – Email Marketing Specialist – Moosejaw Mountaineering • 9 years in marketing and email marketing – Moosejaw, Brightwave, WBCA • Twitter: @BeckleyS • Loren McDonald – VP, Industry Relations – Silverpop, an IBM Company • 31 years marketing experience – Arthur Andersen, USWeb/CKS, EmailLabs, Lyris • Twitter: @LorenMcDonald 1 Speakers
- 4. 3 Let’s talk about how they work together …
- 5. #ibmamplify © 2015 IBM Corporation 4 Agenda Background Social + Email Tactics Q&A
- 6. #ibmamplify © 2015 IBM Corporation Background on Social and Email 5
- 7. 70 Million active users 150 Million active users 240 Million active users 400 Million active users 560 Million active users 1 Billion active users
- 8. #ibmamplify © 2015 IBM Corporation Email Accounts and Users Worldwide
- 9. #ibmamplify © 2015 IBM Corporation Um, how many of you booked a flight on Facebook?
- 10. #ibmamplify © 2015 IBM Corporation How Brands Actually Use Facebook
- 11. #ibmamplify © 2015 IBM Corporation Social Email Conversation Conversion Email drives the ROI in social
- 12. Social/Email Framework Sharing Engagement Social Growth Email Growth Retargeting Re- engagement 11
- 13. #ibmamplify © 2015 IBM Corporation Moosejaw: Humor is Our Brand Essence 12
- 14. #ibmamplify © 2015 IBM Corporation
- 15. • Facebook engagement more than doubled on Facebook page for the entire week following these posts. • The 104 Shares from our response was the second most for all of 2014. Total fan interactions were 1000% higher than average
- 17. There’s also a social element in this campaign, with the winner to be announced on Moosejaw’s Facebook page, which is of course a gentle ‘nudge’ for email subscribers who are not yet Facebook fans to go ahead and “Like” Moosejaw if they want a chance at winning those gumballs
- 18. #ibmamplify © 2015 IBM Corporation Tip# 1: Add Email Opt-In Form on Facebook Page 17
- 21. Paste it in Facebook – Canvas App
- 22. #ibmamplify © 2015 IBM Corporation Tip# 2: Use Social to Promote Email Opt-Ins 21
- 24. Twitter example Objective: Grow its email database by encouraging users to sign up for a monthly newsletter. Source: Twitter
- 25. #ibmamplify © 2015 IBM Corporation Social Leads: Twitter Easy to replicate 1. New offer on Site 2. New CRM campaign 3. Send Tweet Lead Source: Twitter
- 26. #ibmamplify © 2015 IBM Corporation Tip# 3: Use Email to Promote Social Campaigns 25
- 27. Objective: Create engagement with customers on social and email channels to drive brand awareness and sales for one of our brands, Smartwool. Tactics: Contest to win $1000 in Smartwool product primarily driven through social. People entered by creating and sharing their best “Toe-Painting” with #SmartwoolToePainting. Engagement: • 101 Entries via Email/Facebook/Woobox • 18 Entries via Instagram • 12 Entries via Twitter
- 29. #ibmamplify © 2015 IBM Corporation 28 Using Email to Promote Social Content • Sent out over 2,000 Moosejaw Flags to customers • Have received hundreds of new customer pictures that we use throughout our marketing.
- 30. 29
- 31. • Holiday card • Facebook album: 150+ photos added
- 32. #ibmamplify © 2015 IBM Corporation Tip# 4: Promote Social Following in Welcome Emails 31
- 33. #ibmamplify © 2015 IBM Corporation 4-Email Welcome Series – With Social At the End Thank you Survey Visit Again Social
- 36. #ibmamplify © 2015 IBM Corporation Tip# 5: Promote Social Following in Regular Emails 35
- 37. I guess you don’t really want anyone to follow …
- 38. A little better
- 39. Descriptive
- 40. Front and center …
- 42. #ibmamplify © 2015 IBM Corporation Tip# 6: Use Popular Pinterest Pins 41
- 43. 128 repins; 13 Likes; 6 comments vs. typical 1-2 Likes and Repins Learnings? Use this knowledge in email
- 44. Pinterest example 128 repins; 13 Likes; 6 comments vs. typical 1-2 Likes and Repins Use top pins in emails as an example: “Check out our Pinterest board …”
- 45. #ibmamplify © 2015 IBM Corporation Tip# 7: Promote Videos and Blogs 44
- 46. Weekly recipe round- up email drives subscribers to King Arthur Flour blog
- 48. #ibmamplify © 2015 IBM Corporation Tip# 8: Create Crazy/Fun Emails That Get Talked About 47
- 49. Moosejaw, using their customer service reps, ended up “breaking up” more than 200 couples. Did this directly sell more back packs or tents? Probably not. But it did continue to create engagement among their subscribers, which leads to greater brand affinity and more sales.
- 50. #ibmamplify © 2015 IBM Corporation Tip# 9: Use Facebook Custom Audiences for Ad Retargeting 49
- 52. #ibmamplify © 2015 IBM Corporation Tip# 10: Offer Social Options on Unsubscribe/Preferences Pages 51
- 53. Horchow preference center – good descriptions; not just a logo
- 56. A Few Final Thoughts Cross promote Don’t just promote Learn from each channel Plan for each channel Retain former email subscribers Think video and images
- 57. #ibmamplify © 2015 IBM Corporation
- 58. #ibmamplify © 2015 IBM Corporation Contacts Loren McDonald Silverpop, an IBM Company lmcdonal@us.ibm.com @LorenMcDonald Beckley Stover Moosejaw bstover@moosejaw.com @BeckleyS
Notes de l'éditeur
- Along the same lines, we did a post where we prompted people to just comment on the post and we responded with compliments to them. That post got 274 comments, and 71 likes. It also had over 12,000 impressions.
- These are all super fun/engaging examples of our brand and our brand voice. We like to think of our brand voice of that of a middle school teenage boy, and what really distinguishes us from our competitors is our brand voice.
- They’re not only encouraging you to connect with them via their email program, but also through some other channels that they are active on.
- Canvas Apps Use iFrames or FBML Easily embed in multiple pages Supports powerful integration with Facebook
- Results are over a 6 week time frame. GOAL: 3 keys to success Create a strong call to action. Make sure your users understand your call to action and/or incentives offered via Promoted Tweet. @Arbys provided clear direction asking users to sign up for the email list in exchange for coupons and deals. Diversify your keywords. Target a variety of keywords or phrases to reach a wider audience.@Arbys used keyword targeting to reach people talking about its brand and food as well as people looking for deals and coupons. Offer incentives Drive engagement with special coupons or incentives in exchange for having users complete an action. Immediately after signing up for the @Arbys newsletter, people received a coupon for a free roast beef sandwich with purchase of a drink. https://biz.twitter.com/success-stories/arbys-restaurant-group-inc
- The Facebook post for the Smartwool contest really was engaging and you can see the post attached. We had an email below that drove people to a landing page where there were more details and they could enter. They could also enter by using the hashtag #SmartwoolToePainting. o 101 Entries via Email/Facebook/Woobox o 18 Entries via Instagram o 12 Entries via Twitter
- Moosejaw is always sharing pictures of customers with their Moosejaw flags – we recently did an email to help drive customers to send us more pictures with their flags. If people don’t already have flags – we send them one for free. We sent out over 2,000 flags to customers and in turn have gotten not only hundreds of new customer pictures, but 2000 new brand ambassadors who are spreading the madness.
- Moosejaw, a sporting goods retailer with a unique brand persona that often uses humor – sent an email to its subscribers offering to break up the relationship with their current significant other. Now while this sounds bizarre, it was in fun and very consistent with the Moosejaw brand approach. Moosejaw, using their customer service reps, ended up “breaking up” more than 200 couples. Did this directly sell more back packs or tents? Probably not. But it did continue to create engagement among their subscribers, which leads to greater brand affinity and more sales.
- Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. One client found that they had roughly ~20% of a match.