Post on 15-Sep-2014
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Better Together:Integrating Content,Email and Social Media Marketing
Dr Dave Chaffey
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About Dave Chaffey Books
Best-practice advice & consultingwww.smartinsights.com
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AGENDAIntegration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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PLANIntegration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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How
do you socially segm
ent your list?
Source: Forrester Technographics Ladder Jan 2012
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It’s not cheap or easy…need to do the research
and invest
Source: Dan Zarrella
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The desktop in decline…?Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011
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“Permission marketing is… anticipated, relevant and personal” + SHAREABLE
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Using email to shareshareable tools…
within customer journey
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Build in social sharing
into contact strategies
Source: eCircle case study
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Social sign-on and
profiling in place?
Source: Smart Insights - Social Sign-on/in
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Are your em
ails social by D
esign?
Source: http://developers.facebook.com/socialdesign/
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From
“Likes to A
ctions”
Source: Facebook Developer Blog - Daily Traffic increased by 77%
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Creating your
publising hub
Note: sharing shouldn’t be totally automated: You can’t automate human, social interactions.
Source: Social syndication tools
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Sustained online
campaigns
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Ford S
ocial Hub
with S
ocial Sign-on
https://social.ford.com/members/sign-up/
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REACH
Integration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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Incidental sharingw
on’t engage…
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Social email marketing is much more than SWYN…
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Creative tip – from incidentalto integrated – not quite there…
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Social creative style
Social email creative Examples
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Tip: Use Social in Pre-header
A focused sharing
campaign
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ACT
Integration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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Exam
ple:E
newsletter integrating
social campaign
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New
forms of
social sharing:P
interest
Source: Elliot Ross via Tim Watson
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CONVERTIntegration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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Good new
s – we like to review
:
90,000 in 2 weeks
+10%
conversion
88% of all review
s ****/*****
Source: Original Argos review launch
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Assess importance of reviews
Source: eCircle case study
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Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html
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ENGAGEIntegration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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1 out of 10 responses to
brand emails…
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Source: eCircle case study
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Source: eCircle case study
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Source: eCircle case study
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Integration matters Plan Reach Act (Interact) Convert Engage (Long-
term)
Download:www.SmartInsights.com/blog
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Let’s Connect! Questions & discussion welcome
Download: SmartInsights.com/tfma2012
Blogwww.smartinsights.com/blog
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey