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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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http://www.facebook.com/ford

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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

39

Let’s Connect! Questions & discussion welcome

Download: SmartInsights.com/tfma2012

Blogwww.smartinsights.com/blog

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