beyond email marketing: adding social to your marketing mix

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


Who are you trying to reach?


Chances are,

they are using

Social networks

What do they want?


Social

interaction

is not just

about

offers &

incentives

Email & Social fuel one another…


…and Marketers are jumping in


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


But there are differences

• Expectations

• Execution

• Frequency & constancy

• Content

• Resources


Where is the intersection?


Brand Email List Social

Contacts

Social & Email can leverage one

another


Brand

Social Engagement

Email Engagement

Driving Deeper Engagement

How?


6 keys

to driving

deeper engagement

How?


1. Cross-pollinate

2. Listen & engage

3. Community

4. Permission

5. Targeted marketing 6. Measure & adapt

1. Cross-pollinate Email & Social


Email Social


Invite email

contacts

to connect on social

1. Cross-pollinate

Social Email


1. Cross-pollinate

Announce your email

marketing to your social contacts

2. Listen & engage


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


2. Listen

& engage

Learn and segment

• Influencers

• Engaged

• Buyers

• Most active

• Specific products

• Location

• Demographics


Gather

intelligence

on your contacts

2. Listen

& engage

3. Be an active member of your

social community


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


3. Social

Community

4. Ask for permission to market

through multiple channels


Drive people to opt-in

• Website

• Advertising

• Social profiles

• Contests

• Social sharing

• Signage

• Incentive offers


Use different

methods to

drive people to

connect

4. Permission

Ask for multiple contact points


4. Permission

Use

marketing

best

practices

for both

Social and

Email marketing

Ask for contact info, message

frequency & interests


Deliver highly

targeted

content that

results in higher

open rates and engagement

4. Permission

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


Track the

engagement

source for

each of your contacts

4. Permission

5. Use what you’ve learned


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


Use the same

best practices

for targeted

social & email marketing

5. Use what

you’ve learned

6. Measure, review and adapt


Keep refining your tactics


Social marketing is

new and

marketers are

testing & refining their methods

6. Measure

& adapt

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


Result • +4400% in Twitter followers

• +219% in Facebook Fans

• 26% gave >1 contact points

• 28% did NOT give email addr

• Email CTR: 9%

• Social CTR: 17%

Use cases

• Brand community development

• Sales/promotions

• Customer service

• Product research/feedback


Action summary

1. Cross-pollinate

2. Listen, engage & learn

3. Be an active member of your social community

4. Ask for permission to market

5. Use what you’ve learned

6. Measure, review, adapt


About JitterJam Social CRM


JitterJam Social CRM

• Listen across the real-time web

• Engage consumers in value building dialog

• Conversation analysis

Social Media Monitoring

• Build trust from permission engagement process

• Develop social profiles from the intelligent database

• Consumer analytics

Community Building

• Laser focused call-to-action messages

• Connect across all consumer preferred channels

• Measure response rates

Integrated Marketing

Turning Conversations into Customers™

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


http://www.blueskyfactory.com/jitterjam

http://www.jitterjam.com/blog

http://ideaspark.eventbrite.com

http://www.blueskyfactory.com/jjwebinar

Connect with us!

@JitterJam

@ricpratte

@mwdonnelly

www.facebook.com/JitterJam

www.linkedin.com/in/ricpratte

www.linkedin.com/in/mdonnelly

www.JitterJam.com


http://www.facebook.com/JitterJam

http://www.linkedin.com/in/ricpratte

http://www.linkedin.com/in/mdonnelly

http://www.jitterjam.com

Questions


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