9/30/2011

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Twitter: @pgillin

Twitter: @pgillin

Integrating Social Into Traditional Marketing: E-

Mail, Direct And Advertising Paul Gillin

Author:

The New Influencers

Secrets of Social Media Marketing

Social Marketing to the Business Customer

Twitter: @pgillin

The Way We Were

•Message

•Impressions

•Reach & Frequency

•Retention

•CPM

•Recall

•Share of Voice

•Coverage

•Rate Base

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The New Language of Marketing

•Followers

•Likes

•Connections

•Engagement

•Responsiveness

•Comments

•Repeat Visits

•Shares

•Views

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Look Familiar?

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Use It or Lose It

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What to Avoid

Over half of B2B marketers update their Twitter accounts once a week or less, according to BtoB magazine

If you’re going to advertise that you use the tools, you must use them or risk looking clueless

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Flipping the Funnel

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Respond & Iterate

Invite Engagement

Listen

Go Where the People Are

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Platform Adoption by Year

Source: Awareness Networks/ Paul Gillin

Multi-Platform Strategy

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Twitter: @pgillin

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Tools of Influence

PRE MEDIA AGE

MASS MEDIA AGE

SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Source: Universal McCann Erickson

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Shifting Sands

Center for Media Research

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Integration Is a Top Priority

•37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).

•55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data

Source and Goodmail).

•Business executives say integrating e-mail and social media is their fourth-most-important e-mail marketing initiative for 2011. (StrongMail)

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Integrated Social Media

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Promote online success in traditional venues

Make it easy for people to find you online

Make sharing part of your website Solicit testimonials

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Integrating Online and Print

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Up to Code

“Approximately 14 million U.S. mobile users – or 6.2% of the U.S. mobile population - used their smartphones to scan QR codes in the month of June 2011 alone.”

--ComScore

Top-performing Porsche ad in Men’s Health got a 17% click-through rate

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Postal Mail Still Works!

•About 5% of e-mail list addresses go bad each year. Use postcards to re-capture them.

We miss you!

Renew your online account at www.mycompany.com/renew

and get one month free!

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Use Social Media To…

• Identify Topics• Generate Content• Gather Feedback

• Test Messages• Capture Leads• Strengthen Relationships

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The Fastest Way to Get Noticed

…But remember it’s about thought leadership, not pushing products

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Involve Audience In Marketing

• Barter blogger posts

• Ask a question, feature best answers

• Bookmark and republish favorite tweets

• Invite photos, videos and stories

• Poll and promote

• Ask feedback and cherry pick

• Plant seed questions and invite debate

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Leveraging the Audience

• Test messages to a community

• Limited offers

• Private or closed-group discussion

• Brand ambassador programs

• Competitive intelligence

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Facebook is Your Alternate Home Page

Tip: Test promotions here before rolling them out in a direct marketing campaign

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Social Networks are On-Ramps For Traditional Marketing

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Twitter Is the New Talk Radio

Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers

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Challenges and Invitations

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A Versatile Tool

Promotions

Aggregators

Contests

Marketing

Tip: Search for people asking questions about your products or services. Those are potential buyers!

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Twitter Contest

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“More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on Facebook…[O]nly a quarter of the top 100 online retailers by sales volume have a formal Facebook presence, and another quarter have less than 10,000 fans.”

--MediaPost, 2/9/10, quoting ForeSee research

“Of the 69% of online shoppers who say they use social media sites, 56% choose to proactively interact with companies on social sites by friending or following at least one retailer. This is an amazing testament to customer loyalty.”

--MultiChannel Merchant, 2/16/10, quoting the same study

Social Disconnect

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Peer Recommendations Validate

Epson reported that revenue per visitor nearly doubled after reviews were added to its website.

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March 30

Prospect reaches website through search query "small business accounting," views four pages and subscribes to

newsletter.

April 4

Prospect responds to e-mail invitation for "Choosing Small

Business Accounting Software" webcast 30

minutes after e-mail is sent.

April 9

Prospect attends webcast, stays 45 minutes and

submits a question related to legal practices.

April 10

Prospect clicks link in webcast summary e-mail to

visit product description page. He downloads PDF of

product brochure about software for legal practices.

April 12

Prospect downloads trial version of your small

business accounting software for legal practices.

Oh, the Things That You Know!

Thanks to Web Analytics…

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Brand Ambassadors

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Professional photographers featured in a print ad in The Philippine Star, July 28, 2010

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New Publishing Lifecycle

Begins as a tweet

Becomes a blog post

Feeds a podcast

Stokes a white paperThat gets tweeted!

Create modular, reusable content that can be delivered via multiple media

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Make Content Easy to Share

Promote Subscriptions Everywhere

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Publish Everywhere

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Promote Your Contentand Others’ Endorsements

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Tools Can Help

And yes, e-mail too!

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Social media for awareness, e-mail for retention

Be consistent, constructive and helpful

Offer multiple entry points: something for everyone

Promote through every possible channel

Help, don’t sell

Subscribership = membership

Invite feedback wherever possible

Drive traffic to other channels

E-mail Marketing is Glue

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Twitter: @pgillin

Paul Gillin

508‐656‐0734

paul@gillin.com

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin

Thank You!