Beyond Email Marketing: Adding Social to Your Marketing Mix

Connect With Us: @JitterJam - @ricpratte - @mwdonnelly

Beyond Email Marketing:Adding Social to Your Marketing Mix

JitterJamRic Pratte

President & CEO

Margaret Donnelly VP Marketing & Business Development


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?

BrandEmail List Social Contacts


Social & Email can leverage one another

Brand

Social Engagement

Email Engagement

Driving Deeper Engagement


How?

6 keys to driving deeper engagement

ACTION!


How?

1. Cross-pollinate2. Listen & engage3. Community4. Permission5. Targeted marketing6. Measure & adapt

ACTION!


1. Cross-pollinate Email & Social


Email Social

Invite email contacts to connect on social

1. Cross-pollinate


Social Email1. 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 points4.

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

New!

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

ACTION!


About JitterJam Social CRM

JitterJam Social CRMTurning 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

Beyond Email Marketing: Adding Social to Your Marketing Mix

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