Tactics to integrate social and email marketing silverpop

transcript

#ibmamplify

Using Email and Social Together to Drive Interaction and Sales

#ibmamplify

• Beckley Stover

– Email Marketing Specialist

– Moosejaw Mountaineering

• 9 years in marketing and email

marketing

– Moosejaw, Brightwave, WBCA

• Twitter: @BeckleyS

• Loren McDonald

– VP, Industry Relations

– Silverpop, an IBM Company

• 31 years marketing experience

– Arthur Andersen, USWeb/CKS,

EmailLabs, Lyris

• Twitter: @LorenMcDonald

Speakers

Email Rocks!

Social Rules!

Let’s talk about how they work

together …

#ibmamplify

Agenda

Background

Social + Email

Tactics

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Background on Social and Email

70 Million active users

1 Billion active users

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Email Accounts and Users Worldwide

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Um, how many of you booked a flight on Facebook?

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How Brands Actually Use Facebook

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Social Email

Conversation Conversion

Email drives the ROI in social

Social/Email Framework

Sharing

Engagement

Social Growth

Email Growth

Retargeting

Re-engagement

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Moosejaw: Humor is Our Brand Essence

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• Facebook engagement more than

doubled on Facebook page for the

entire week following these posts.

• The 104 Shares from our response

was the second most for all of 2014.

Total fan interactions were 1000%

higher than average

There’s also a social element in this

campaign, with the winner to be announced on

Moosejaw’s Facebook page, which is of course a

gentle ‘nudge’ for email subscribers who are not yet

Facebook fans to go ahead and “Like” Moosejaw if

they want a chance at winning those gumballs

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Tip# 1: Add Email Opt-In Form on Facebook Page

Paste it in Facebook –Canvas App

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Tip# 2: Use Social to Promote Email Opt-Ins

Twitter exampleObjective:

Grow its email database by

encouraging users to sign up for

a monthly newsletter.

Source: Twitter

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Social Leads: Twitter

Easy to replicate1. New offer on Site2. New CRM campaign3. Send Tweet

Lead Source: Twitter

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Tip# 3: Use Email to Promote Social Campaigns

Objective: Create engagement with

customers on social and email channels to

drive brand awareness and sales for one of

our brands, Smartwool.

Tactics: Contest to win $1000 in Smartwool

product primarily driven through social. People

entered by creating and sharing their best

“Toe-Painting” with #SmartwoolToePainting.

Engagement:

• 101 Entries via Email/Facebook/Woobox

• 18 Entries via Instagram

• 12 Entries via Twitter

#ibmamplify

Using Email to Promote Social Content

• Sent out over 2,000 Moosejaw Flags to customers

• Have received hundreds of new customer pictures

that we use throughout our marketing.

• Holiday card

• Facebook album: 150+ photos added

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Tip# 4: Promote Social Following in Welcome Emails

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4-Email Welcome Series – With Social At the End

Thank you Survey Visit AgainSocial

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Tip# 5: Promote Social Following in Regular Emails

I guess you don’t really want anyone to follow …

A little better

Descriptive

Front and center …

And unavoidable …

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Tip# 6: Use Popular Pinterest Pins

128 repins; 13 Likes; 6

comments vs. typical 1-2 Likes

and Repins

Learnings? Use this

knowledge in email

Pinterest example

128 repins; 13 Likes; 6

comments vs. typical 1-2 Likes

and Repins

Use top pins in emails as an

example: “Check out our Pinterest

board …”

#ibmamplify

Tip# 7: Promote Videos and Blogs

Weekly recipe round-

up email drives

subscribers to King

Arthur Flour blog

Silverpop newsletter – promotes videos, …

And blogs

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Tip# 8: Create Crazy/Fun Emails That Get Talked About

Moosejaw, using their customer service

reps, ended up “breaking up” more than

200 couples.

Did this directly sell more back packs or

tents? Probably not. But it did continue to

create engagement among their

subscribers, which leads to greater brand

affinity and more sales.

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Tip# 9: Use Facebook Custom Audiences for Ad Retargeting

Retarget Email

Customers on

Facebook

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Tip# 10: Offer Social Options on Unsubscribe/Preferences Pages

Horchowpreference

center – good descriptions;

not just a logo

Presented before you

unsubscribe

Presented after you

unsubscribe

A Few Final

Thoughts

Cross promote

Don’t just promote

Learn from each channel

Plan for each channel

Retain former email subscribers

Think video and images

#ibmamplify

Contacts

Loren McDonald

Silverpop, an IBM Company

lmcdonal@us.ibm.com

@LorenMcDonald

Beckley Stover

Moosejaw

bstover@moosejaw.com

@BeckleyS