Social Business:Integrating email and social

14 March 2013

Leigh HopwoodB2B Technology Marketing Consultant

Website www.reddmarketing.co.ukEmail leigh@reddmarketing.co.uk

Call 07746 249132Skype leighhopwood

LinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing

Who am I?

• Passionate about marketing

• 17 years experience marketing B2B technology– 6 years with a vendor– 8 years with an SI– 1 year specialist agency– 2 years as Redd

• Mum to 5 year old twins

What are you trying to achieve?

InfluenceVisibilitySell

Intelligent use of tools

Why integrate email and social?

Why integrate email and social?

Visitors Consume your content

Follow you on social channels

Followers

Engaged Give up name and email

Leads Give up BANT info

Opportunities Sales engagement

Prospects Give up company, size, position

Customers Shares content with others/advocate

Engaging

Take the 8 steps

1. Unified marketing database

CRM

Email contacts (Leads)

Customers(Contacts)

Social contacts

2. Segment

Activity Timeframe

3. Plan campaigns

Twitter

Landing Pages

LinkedIn

Event

Email Campaign

Internal Comms

PR

Blogs

4. Nurture

5. Listen and respond

6. Use LinkedIn

• Look for contacts that are not in your database• Invite them to connect OR send them a message• The message MUST be personal and relevant• Move the engagement to email• Populate your CRM with their contact details

7. Convert

8. Measure

• Click through rates on social networking buttons• Increase in followers/connections• Opt-in rates from email subscription forms on social

channels• Types of content that is shared• Website traffic• Total conversions from an integrated campaign

Examples…

Another example…

The results (so far)

• Sudden increase in Twitter followers – 150• Increased web traffic – 10% of total page views in

Feb • 16% new visitors to the site

Key takeaways

• Cross promotion of channels• Plan social into your campaigns• Deliver the right content through the right channel• Interact and engage through social • Share all interactions with sales• Measure your success, and learn

A&QWebsite www.reddmarketing.co.ukEmail leigh@reddmarketing.co.ukCall 07746 249132Skype leighhopwoodLinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing