Email marketing: The digital glue of social media - OMS Denver (June, 2010)

Online Marketing SummitDenver | June 23, 2010

Email Marketing:The Digital Glue of Social Media

DJ WaldowDirector of Community

Blue Sky Factory

1

2

Email Marketing:The Digital Glue of Social

Media

Blue Sky Factory is all about your success (Blue Sky), and the idea that success isn't luck or an accident, but something you make (Factory). Our chosen vehicle for helping you achieve

success is email marketing. 3

WHO IS BLUE SKY FACTORY?

4

WHO IS DJ WALDOW?

DIRECTOR OF COMMUNITY AT BLUE SKY FACTORY

5

HOUSEKEEPING

Slide Stuff:• Publicly available – http://www.slideshare.net/djwaldow

Twitter Stuff: • @djwaldow• @blueskyfactory• @OMSummit• #OMSDEN

Engagement

Email MarketingRelationshipsConversations

Community

Social MediaAwareness

Sales

6

WHAT ARE WE TALKING ABOUT?

… in no particular order …

SilosInterdependencyCross-Pollination

7

WHAT ELSE?

B2B VS. B2C

9

SILOS

10

EMAIL MARKETING

SOCIAL MEDIA

SILOS

11

EMAIL MARKETING

Old school

Dead

Dull, Boring

Tough to make $

SOCIAL MEDIANew school

Alive

Shiny, Exciting

“Easy Money”

(Note Sarcasm)

SILOS

12

13

EMAIL MARKETI

NG

SOCIALMEDIA

14

THE PERSON MANAGING YOUR EMAIL MARKETING PROGRAM IS LIKELY NOT

YOUR SOCIAL MEDIA PERSON

SILOS

15

INTERDEPENDENCY

16

INTERDEPENDENCY

17

INTERDEPENDENCY

18

INTERDEPENDENCY

19

INTERDEPENDENCY

20

Overall, individuals who have increased their usage of social networks over the past six

months are also using email more by a ratio of 11:1. Additionally, “heavy” Twitter users (defined as individuals who check Twitter

several times a day) are more likely to increase email usage by a ratio of 8:1, while

heavy Facebook users are more likely to increase email usage by a ratio of 4:1.

Overall, individuals who have increased their usage of social networks over the past six

months are also using email more by a ratio of 11:1. Additionally, “heavy” Twitter users (defined as individuals who check Twitter

several times a day) are more likely to increase email usage by a ratio of 8:1, while

heavy Facebook users are more likely to increase email usage by a ratio of 4:1.

21

SOCIAL MEDIA NEEDS EMAIL MARKETING

22

SOCIAL MEDIA NEEDS EMAIL MARKETING

55+ EMAIL NOTIFICATIONS

23

Learn how to add this email sign up widget to

your Facebook page

EMAIL MARKETING NEEDS SOCIAL MEDIA

24

EMAIL MARKETING NEEDS SOCIAL MEDIA

25

EMAIL MARKETING NEEDS SOCIAL MEDIA

26

EMAIL MARKETING NEEDS SOCIAL MEDIA

27

CROSS-POLLINATION

28

EFFECTIVE CROSS-POLLINATION

• Include• Make it easy• Be creative• Ask• Tell me why• Provide incentive• Don’t forget offline

29

CROSS-POLLINATION: INCLUDE

30

CROSS-POLLINATION: INCLUDE

31

CROSS-POLLINATION: MAKE IT EASY

32

CROSS-POLLINATION: BE CREATIVE

33

CROSS-POLLINATION: ASK

34

CROSS-POLLINATION: ASK

35

CROSS-POLLINATION: TELL ME WHY

36

CROSS-POLLINATION: TELL ME WHY

37

CROSS-POLLINATION: PROVIDE INCENTIVE

38

CROSS-POLLINATION: PROVIDE INCENTIVE

39

CROSS-POLLINATION: PROVIDE INCENTIVE

40

CROSS-POLLINATION: DON’T FORGET OFFLINE

41

CROSS-POLLINATION: DON’T FORGET OFFLINE

42

CROSS-POLLINATION: DON’T FORGET OFFLINE

43

BENEFITS OF CROSS-POLLINATION

1. Makes both email & social media messages more powerful & effective

2. Extends the reach of your emails & social networks

3. Pinpoints influential brand ambassadors

4. Grows your email database & social networks

5. All the cool kids are doing it

44

45

46

CONTINUE THE CONVERSATION

47

• Word (slide 4): http://www.wordle.net/show/wrdl/2151544/DJ_Waldow_in_words• B2B vs. B2C: DJ Waldow via iPhone (Dela Quist slide)• Silos - http://www.flickr.com/photos/rutlo/3872475221/ (Flickr Creative Commons)• Batman - http://www.flickr.com/photos/locationscout/3595095042• Robin - http://www.flickr.com/photos/locationscout/3595095146/• Whale - http://www.flickr.com/photos/31468017@N04/3897372665 (Flickr Creative Commons)• Bee - http://www.flickr.com/photos/snapr/468258805/ (Flickr Creative Commons)• Petco email - http://www.retailemailblog.com/2009/08/am-inbox-3-levels-of-swyn-usage.html• Kohl’s email: http://www.retailemailblog.com/2010/05/am-inbox-dedicated-social-emails-with.html• Chris Penn Newsletter (Full): http://www.flickr.com/photos/djwaldow/4712271476/• Chris Penn Newsletter (SWYN): http://www.flickr.com/photos/djwaldow/4712271522• U of Utah sign: http://www.flickr.com/photos/djwaldow/4672825286/• Beer Store: http://www.flickr.com/photos/djwaldow/4675386730/• Desert Dog Daycare: http://www.flickr.com/photos/djwaldow/4651085589/• Dan’s In-Store Facebook Advertisement: http://www.flickr.com/photos/djwaldow/4651025497• Color Me Mine SLC Facebook: http://www.flickr.com/photos/djwaldow/4702356726

*All other images are screengrabs from Twitter or my personal email inbox

IMAGE CREDIT

48

Thank YouVisit

www.onlinemarketingsummit.com

for more information

Follow us @OMSummit