Tactics to integrate social and email marketing silverpop

© 2015 IBM Corporation

#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

1

Speakers

2

Email Rocks!

Social Rules!

3

Let’s talk about how they work

together …

#ibmamplify

© 2015 IBM Corporation 4

Agenda

Background

Social + Email

Tactics

Q&A

#ibmamplify


Background on Social and Email

5

70 Million active users





1 Billion active users

#ibmamplify


Email Accounts and Users Worldwide

#ibmamplify


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

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How Brands Actually Use Facebook

#ibmamplify


Social Email

Conversation Conversion

Email drives the ROI in social

Social/Email Framework

Sharing

Engagement

Social Growth

Email Growth

Retargeting

Re-engagement

11

#ibmamplify


Moosejaw: Humor is Our Brand Essence

12

#ibmamplify


• 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

https://vimeo.com/45110098

https://vimeo.com/45110098

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

#ibmamplify


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

17

Paste it in Facebook –Canvas App

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

21

Twitter exampleObjective:

Grow its email database by

encouraging users to sign up for

a monthly newsletter.

Source: Twitter

#ibmamplify


Social Leads: Twitter

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

Lead Source: Twitter

#ibmamplify


Tip# 3: Use Email to Promote Social Campaigns

25

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

© 2015 IBM Corporation 28

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.

29

• Holiday card

• Facebook album: 150+ photos added

#ibmamplify


Tip# 4: Promote Social Following in Welcome Emails

31

#ibmamplify


4-Email Welcome Series – With Social At the End

Thank you Survey Visit AgainSocial

#ibmamplify


Tip# 5: Promote Social Following in Regular Emails

35

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

A little better

Descriptive

Front and center …

And unavoidable …

#ibmamplify


Tip# 6: Use Popular Pinterest Pins

41

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

44

Weekly recipe round-

up email drives

subscribers to King

Arthur Flour blog

Silverpop newsletter – promotes videos, …

And blogs

#ibmamplify


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

47

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.

#ibmamplify


Tip# 9: Use Facebook Custom Audiences for Ad Retargeting

49

50

Retarget Email

Customers on

Facebook

#ibmamplify


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

51

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


#ibmamplify


Contacts

Loren McDonald

Silverpop, an IBM Company

[email protected]

@LorenMcDonald

Beckley Stover

Moosejaw

[email protected]

@BeckleyS

Date post:	19-Jul-2015
Category:	Marketing
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