developing an online strategy using e-mail, mobile, and social media

Developing An Online Strategy Using E-mail,

Mobile, and Social Media

Columbus AMA Interactive SIG

Bryan Huber, Chief Interactive Officer

©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media

About Bryan

BRYAN HUBERChief 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


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

Agenda


Audience Poll

‣ B2B Companies?

POLL‣ B2C Companies?

‣ Blend of the two? ‣ Email?

‣ Mobile? ‣ Social network?

The Stateof Marketing


Marketing: Then

1990• Direct Mail• Telephone• TV• Radio• Print• Display


Marketing: Now

• Email• Mobile Email• SMS+MMS• IM• Direct Mail• Telephone• TV• Radio

2010• Print• Display• Website• Search (SEO)• Paid Search• Online Display• Landing Pages• Microsites

• Online Video• Affiliate Marketing• Webinars• Blogs• RSS• Podcasts• Wikis• Social Networks

• Behavioral• Retargeting• Paid Social• Location based• Widgets• QR Codes• Augmented Reality

— From Joel Book, Exact Target

Three,It’s the Magic Number


The Power Of Three

+ +


Hub and Spoke Approach

SOCIAL

WWW

BLOGS

ANALYTICSSEARCH

SEO, SEM,Social

OFFLINE

Overviewof Online Channels


The Power Of Three

‣ 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

Email

50%

of ShareThis® users share through email


The Power Of Three

‣ 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 every18 to 24 months

Mobile

100 Million

smart phones estimatedby the end of 2010


The Power Of Three

‣ 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

Social

46%

of adults age 50+ use social networking

(Pew Research)

Playing Well

Together


Playing Well Together

‣ High adoption rate

‣ Permission-based

‣ Highly measurable

‣ View on a mobile device

‣ Integrate social networkinginto your blasts

Email Marketing



‣ 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

Mobile



‣ 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

Social Networking

Keep in

Mind


Keep in Mind

‣ 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

Rules of Engagement

Case

Study


Case Study: Arena Grand Movie Theatre



Email



Email

Facebook Page Twitter

Eblast


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

Email



3.From and subject line

‣Keys to high open rates

4.Third party service

‣Whitelisted servers, list management and analytics

Email



5.Social integration

‣Provide an opportunity to connect in other channels

6.Trivia question

‣Provides an additional point of engagement

Email




Mobile

Homescreen Optimized Full



Mobile

Eblast



Mobile

Facebook Places Feed



Mobile

1.Mobile website

‣Create a mobile of your website for main devices

2.Eblast

‣Optimize eblasts or enewsletters for mobile devices



Mobile

3.Social networking

‣Big four are integrated into main platforms

4.Text messages

‣Collect mobile numbers to market through texts



Social



Social

Facebook Page Twitter

Website



Social



Social

1.Integrate Into website

‣Create opportunities while users on your website

2.Content placement

‣Put your content where your users are



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



Social

5.Integrate

‣Merge your Facebook place and page

6.Sharing

‣Let users spread the word



Strategic Approach

1.Create separate site

‣Rank highly in Google for keywords other than “movie theater”

2.Eblast signup

‣Encourage users to signup



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

FiveThings You Can Do


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



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



5.Design To Engage

‣Your website should provide multiple opportunities to signup to receive emails

‣ Integrate and connect through social networking

‣Mobile device optimization

?Questions


Connect With Me

in/bryanhuber

in/paulwerthassociates

@bryanhuber

@paulwerth

paulwerth.com

developing an online strategy using e-mail, mobile, and social media

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