PowerPoint Presentation

Leveraging Social Patterns

The Missing Link Between Social & Email MarketingHosted by:Smallbiztechnology.com

Presented by:Jenn MarkeyDirector Business Development, Protus

jmarkey@protus.com twitter.com/jmarkey

1HighlightsIntroEmail vs. Social Media Round 7Importance of SegmentationSocialEmailSocial + Email = EngagementQ&A

About ProtusOnline communications tools for small businessFounded in 1997 Over 500,000 paying subscribers and growingMakers of:

Affordably-priced, easy to use, and backed by 24/7 customer support

Award Winner

Is it really a matter of Email versus Social Media?

NOVideo didnt kill the radio starYouTube didnt knock off TVTwitter didnt shutdown blogging

BUTIn each case, new technologies forced incumbents to evolveSame is true for email marketing!

Social media use actually positively correlates to email useSome of this not surprising:More web savvy will tend to consume more of all online mediumsEsps are increasingly adding social sharing tools to their emails and companies & individuals are adding links to their online presence on twitter, fb, linkedin, etc

5Email marketingHas become increasingly regulatedDoesnt have that hip factorEmail is now in 3rd place in terms of share of time online, down 28% y-o-y, while social networking the leader is up 43% y-o-y Nielsen

BUT email marketing is stronger than ever 42% of US consumers cited that they prefer to receive ads for sales & specials via email compared to 3% who preferred social networking sites - eConsultancy

WHAT?Social gets you on peoples radarsBut is it the right people? What are they hearing? What actions are they taking?

Also depends on who youre trying to reach

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What it really comes down to is SEGMENTATIONSegment: Is distinct from other segments (different segments have different needs), Is homogeneous within the segment (exhibits common needs); Responds similarly to a market stimulus, and Can be reached by a market intervention - Wikipedia

Which brings us to the idea of segmentation.

Our goal is to achieve relevancy sending email with the right offer with the right content at the right time to the right person.

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Segmenting within context of web 2.0ContentSegmentRelationshipChannelFREEPublic domainMay be ad sponsoredFree excerpts

Dont pay May never payAnonymousSocialFREMIUMRegistered

May pay laterKnownEmailPAIDDirect paidPay todayWill they pay later?

TrustedEmail & Social

Also need to segment your marketing objectivesWhat are you trying to accomplish?AwarenessDemand creationConversionLoyaltyBrand ambassadorsWhat is your audience seeking to accomplish?Research available solutionsCompareBuyInfluence others

And segment the buying process13

Segmentation =Relevancy

Socials Role in the Buying ProcessIt affects discovery, preference and post purchase experience

Lets start with social15Emails Role in the Buying ProcessEmail pushes conversions through, reduces post purchase dissonance, & is an important source of ongoing lead nurturing

Email doesnt stop with the sale.Need email (& social) for post purchase dissonance, brand ambassadors, & nurturing that next saleEmail is for conversation, too difference is you know who is speaking and are more likely to listen

16Social for Research3,190 results!Also lets you hear what is being said about your brand

Social for Public Relations

Social for Loyalty and List Building

West49 the teen demographic you are what you wear19Social to drive traffic to your website & build your list

Capture emails from visitors

Critical Link now you have that emailEmail:Email is a form of self-segmentationYou know something about themYouve started to engageTheyve started to trust youSocial:InfluencersProduct reviewsTrack them back to your CRMWhere do they live? PressEvangelistsDetractors

Leverage social patterns for email engagementWhere did the customer come from?Use that information to drive your email lead nurturing program

Engage in Relevant 1 to 1 Email CommunicationsStay top of mind by sending email communications tailored to your current and potential customers interestRazor sharp targeting based on profile, actions and timeSend dynamically generated content based on your recipients profileReports are pushed back to your DB

CRMAnalyticsShopping Cart

Email mktg

Engage Customers at Every StagePlan your email program based onOrigin: Facebook, Twitter, Website, Search MarketingCustomer Life Cycle: history, engagement, loyaltyDates: seasons, holidays, birthdays, anniversariesAutomation is key to successMonthly newsletterLoyalty offerBirthday couponMonthly newsletterMonthly newsletterLocal offeringsNewsalertWelcome email with discountWebsite visitEvaluationPurchaseUsageRe-purchaseLoyalty

As mentioned the right message, sent to the right person, still does not mean anything unless its sent at the right time.

Your email timeline should be created based on when prospects need to hear from you. Decide what factors come into play, the seasons/holidays, past purchase dates, anniversaries, or email responses for example.

Time your message with changes in prospect data and sales cycle stages. Also include occasional informational emails to encourage loyalty and build your relationship.

While this may appear difficult, you can automate many of these communications so that they run efficiently in the background with little disruption to your daily or weekly workload.

So lets look at some possible key dates that you should be looking at, and some examples of how Campaigner customers use them.

24Social feeds Email feeds Social feeds EmailGetting the word out on important newsExtend the reach of your email programsGrow your opt in lists

Anonymity to engage to trust25

SOCIALAnonymous community of followersEMAILEngaged community of followers & influencers

SummarySocial feeds email feeds social feeds emailSegmentation of MarketsObjectivesBuying processChannelsCapture, test, & refine for optimum engagement

Try Campaigner for free for 30 days http://www.campaigner.com/edu 27

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