Contenu connexe Similaire à Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010) (20) Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010)1. Developing An Online
Strategy Using E-mail,
Mobile, and Social Media
Columbus AMA Interactive SIG
Bryan Huber, Chief Interactive Officer
2. About Bryan
BRYAN HUBER
Chief Interactive Officer
Quick facts:
‣ Designed and built my first corporate
website in 1996
‣ Did not stand in line for the first iPhone
‣ Classically trained graphic designer who
jumped into the internet, though I had
issues with the font thing
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
3. Agenda
Agenda
1. Three, It’s the Magic Number
2. Playing Well Together
3. Keep in Mind
4. Case Study
5. Strategic Ideas
6. Five To Do’s
7. Q&A
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
4. Audience Poll
POLL
‣ B2B Companies? ‣ B2C Companies?
‣ Blend of the two? ‣ Email?
‣ Mobile? ‣ Social network?
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
6. Marketing: Then
1990 • Direct Mail
• Telephone
• TV
• Radio
• Print
• Display
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
7. Marketing: Now
• Email
• Mobile Email
2010
• Print
• Display
• Online Video
• Affiliate Marketing
• Behavioral
• Retargeting
• SMS+MMS • Website • Webinars • Paid Social
• IM • Search (SEO) • Blogs • Location based
• Direct Mail • Paid Search • RSS • Widgets
• Telephone • Online Display • Podcasts • QR Codes
• TV • Landing Pages • Wikis • Augmented
• Radio • Microsites • Social Networks Reality
— From Joel Book, Exact Target
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
9. The Power Of Three
+ +
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
10. Hub and Spoke Approach
OFFLINE
SOCIAL
WWW
BLOGS
ANALYTICS
SEARCH
SEO, SEM,
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
11. Hub and Spoke Approach
OFFLINE
SOCIAL
WWW
BLOGS
ANALYTICS
SEARCH
SEO, SEM,
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
13. The Power Of Three
Email
‣ Email is still one of the primary
activities users perform on a
daily basis
‣ Users receive social
networking updates via email
‣ Mobile devices driving more
usage
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
15. The Power Of Three
Mobile
‣ Industry experts are predicting
that mobile use will overtake the
desktop use in five years
‣ Becoming and integral part of
daily business and family life
‣ Phones are upgraded every
18 to 24 months
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
17. The Power Of Three
Social
‣ Facebook is the No. 1 visited
website in the world with 500+
million users
‣ 35 hours of video uploaded to
YouTube per minute
‣ Many are checking social
networks before traditional media
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
18. 46%
of adults age 50+
use social networking
(Pew Research)
20. Playing Well Together
Email Marketing
‣ High adoption rate
‣ Permission-based
‣ Highly measurable
‣ View on a mobile device
‣ Integrate social networking
into your blasts
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
21. Playing Well Together
Mobile
‣ 20%+ of users are accessing
social networking sites through
mobile devices
‣ At least 34% are checking email
on a daily basis
‣ Users consider text messages
high priority
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
22. Playing Well Together
Social Networking
‣ Users are joining in record
numbers, over a BILLION
registered users of the big four
‣ 75% of social web users say email
is the best way to communicate
with them
‣ Mobile interaction is growing
exponentially
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
24. Keep in Mind
Rules of Engagement
‣ Opt-in channels
‣ With great power comes great
responsibility
‣ Governing rules: CAN-SPAM
‣ I want to hear from you, but not
all the time
‣ If I do something for you, I want
something in return
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
27. Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
28. Case Study: Arena Grand Movie Theatre
Email
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
29. Case Study: Arena Grand Movie Theatre
Email
Facebook Page Twitter
Eblast
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
30. Case Study: Arena Grand Movie Theatre
Email
1.Weekly Eblast
‣ Collecting email addresses
and mobile numbers both
online and offline
2.Relevance and a coupon
‣ Timely information coupled
with a monthly offer
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
31. Case Study: Arena Grand Movie Theatre
Email
3.From and subject line
‣ Keys to high open rates
4.Third party service
‣ Whitelisted servers, list
management and analytics
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
32. Case Study: Arena Grand Movie Theatre
Email
5.Social integration
‣ Provide an opportunity to
connect in other channels
6.Trivia question
‣ Provides an additional point
of engagement
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
33. Case Study: Arena Grand Movie Theatre
Mobile
Homescreen Optimized Full
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
34. Case Study: Arena Grand Movie Theatre
Mobile
Eblast
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
35. Case Study: Arena Grand Movie Theatre
Mobile
Facebook Places Feed
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
36. Case Study: Arena Grand Movie Theatre
Mobile
1.Mobile website
‣ Create a mobile of your
website for main devices
2.Eblast
‣ Optimize eblasts or
enewsletters for mobile
devices
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
37. Case Study: Arena Grand Movie Theatre
Mobile
3.Social networking
‣ Big four are integrated into
main platforms
4.Text messages
‣ Collect mobile numbers to
market through texts
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
38. Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
39. Case Study: Arena Grand Movie Theatre
Social
Website
Facebook Page Twitter
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
40. Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
41. Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
42. Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
43. Case Study: Arena Grand Movie Theatre
Social
1.Integrate Into website
‣ Create opportunities while
users on your website
2.Content placement
‣ Put your content where
your users are
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
44. Case Study: Arena Grand Movie Theatre
Social
3.Drive email registrations
‣ Tweet, Update and include
ways for users to signup
4.Claim your page
‣ Claim your Facebook and
Google Places page
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
45. Case Study: Arena Grand Movie Theatre
Social
5.Integrate
‣ Merge your Facebook place
and page
6.Sharing
‣ Let users spread the word
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
46. Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
47. Case Study: Arena Grand Movie Theatre
Strategic Approach
1.Create separate site
‣ Rank highly in Google for
keywords other than “movie
theater”
2.Eblast signup
‣ Encourage users to signup
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
48. Case Study: Arena Grand Movie Theatre
Strategic Approach
3.Event videos
‣ Put videos of events on
YouTube and embed in website
4.LinkedIn
‣ Connect with meeting and
event planners, create
a group to share ideas
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
50. Five things You Can Do
1.Conduct a Digital Audit
‣ Start with your website and
analytics and then review all
additional channels
2.Test Everything
‣ Confirm that your website
and eblasts are displaying
properly on mobile devices
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
51. Five things You Can Do
3.Claim Your Place
‣ Own your Facebook and
Google place page
4.Integrate Text Messages
‣ Use SMS to make it easy
for users to sign up for your
eblasts at events, in-store
or online
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
52. Five things You Can Do
5.Design To Engage
‣ Your website should provide
multiple opportunities to
signup to receive emails
‣ Integrate and connect
through social networking
‣ Mobile device optimization
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
54. Connect With Me
in/bryanhuber @bryanhuber
in/paulwerthassociates @paulwerth
paulwerth.com
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media