Facebook and Email - Integrating Two Important Channels

Let’s be friends!

Facebook & Email @jaybaer

Jay Baer

Convince & Convert www.ConvinceAndConvert.com www.SocialPros.com @jaybaer

Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio

Don’t PANIC

58%

ExactTarget 2011

of Adults in U.S. Check Email First Thing in the Morning

ExactTarget 2012

Prefer Email for Promotional Messages

77%

MUST GET

MORE CUSTOMERS

- ON - FACEBOOK!

of corporate social marketers look at Facebook as a way to get new customers

Wildfire 2012

We “Like” What We Like

Accidental Marketers

of the Fans of Company Facebook Pages Are Current or Former Customers

DDB 2011

This helps me remember

you!

So does this!

Email is Madonna Facebook is Lady Gaga Same Thing, But With a Fresh Coat of Paint

integrate

3 Areas of Integration:

Operations & Measurement

Channel & Audience

Message & Content

Operations & Measurement Integration

similar metrics Email subscribes = Facebook likes

Email unsubscribes = Facebook unlikes or hides

Email opens = Facebook Reach

Email clicks = Facebook Engaged Users

Email forwards = Facebook People Talking About This

Is a

Facebook

fan worth

$136? …

$9.56?

… $3.80?

Imaginary Friend, or Imaginary Math?

Measure Cross-Channel Impact

value FACEBOOK through EMAIL

Determine TRUE Cost Per Email Sent

Multiply by Unique Clicks = Cost Per Unique Email Click

Calculate Total Facebook Engaged Users

Multiply by Cost Per Unique Email Click = Value Per Click on Facebook

Value Facebook Through Email

.02 per email sent X 10% click rate

= .20 cost per click

http://ar.gy/Facebook (free worksheet)

Pagelever.com

X 86,151 Facebook Consumptions Monthly = $17,230 in Facebook value

Your Email People and Your Facebook People Should be the Same People

& channel audience integration

inboxes are EXPLODING. Build a Touch-point Corral

Email subscription Facebook like Twitter follow SMS sign up Linkedin connection Google + circle

Email Opt-Ins on Facebook

Promote Facebook in Email Confirmation

Promote Facebook in Email Unsubscribe

Gather Email Data with Social Log-in

of online buyers desire social log-in

Janrain 2012

Create Socially Active Email Segment

Smart Bargains

of corporate email marketers include social icons in their emails

Get Response 2011

Test F-Commerce Inventory via Email

Gilt

Promote Facebook Threshold Deals in Email

Hydroflask

message INTEGRATION

time of day day of week testing

Headline Testing

Frontgate

Image Testing

Frontgate

Use Facebook to Source Email Content

Visit California

Use Fan Posts as Email Content

J Jill

Promote Email (Pre-Launch) on Facebook

CB2

Real-Time Integration

With EdgeRank, the Rich Get Richer

If You Have a Successful Status Update, Email it ASAP to Keep the Momentum Rolling

Social Segmentation Helps Here

Pagelever.com

To integrate Facebook and Email

DO NOT eat all cookies at same time

Friends = Results

Jay Baer

Convince & Convert www.ConvinceAndConvert.com www.SocialPros.com @jaybaer

Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio