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© 2015 IBM Corporation
#ibmamplify
Using Email and Social Together
to Drive Interaction and Sales
#ibmamplify
© 2015 IBM Corporation
• 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
© 2015 IBM Corporation
Background on Social and Email
5
70 Million active users
150 Million active users
240 Million active users
400 Million active users
560 Million active users
1 Billion active users
#ibmamplify
© 2015 IBM Corporation
Email Accounts and Users Worldwide
#ibmamplify
© 2015 IBM Corporation
Um, how many of you booked a flight on Facebook?
#ibmamplify
© 2015 IBM Corporation
How Brands Actually Use Facebook
#ibmamplify
© 2015 IBM Corporation
Social Email
Conversation Conversion
Email drives the ROI in social
Social/Email
Framework
Sharing
Engagement
Social
Growth
Email
Growth
Retargeting
Re-
engagement
11
#ibmamplify
© 2015 IBM Corporation
Moosejaw: Humor is Our Brand Essence
12
#ibmamplify
© 2015 IBM Corporation
• 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
Tactics to integrate social and email marketing silverpop
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
© 2015 IBM Corporation
Tip# 1: Add Email Opt-In Form on Facebook Page
17
Tactics to integrate social and email marketing silverpop
Tactics to integrate social and email marketing silverpop
Paste it in Facebook – Canvas App
#ibmamplify
© 2015 IBM Corporation
Tip# 2: Use Social to Promote Email Opt-Ins
21
Tactics to integrate social and email marketing silverpop
Twitter example Objective:
Grow its email database by
encouraging users to sign up for
a monthly newsletter.
Source: Twitter
#ibmamplify
© 2015 IBM Corporation
Social Leads: Twitter
Easy to replicate
1. New offer on Site
2. New CRM campaign
3. Send Tweet
Lead Source: Twitter
#ibmamplify
© 2015 IBM Corporation
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
Tactics to integrate social and email marketing silverpop
#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
© 2015 IBM Corporation
Tip# 4: Promote Social Following in Welcome Emails
31
#ibmamplify
© 2015 IBM Corporation
4-Email Welcome Series – With Social At the End
Thank you Survey Visit Again
Social
Tactics to integrate social and email marketing silverpop
Tactics to integrate social and email marketing silverpop
#ibmamplify
© 2015 IBM Corporation
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
© 2015 IBM Corporation
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
© 2015 IBM Corporation
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
© 2015 IBM Corporation
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
© 2015 IBM Corporation
Tip# 9: Use Facebook Custom Audiences for Ad Retargeting
49
50
Retarget Email
Customers on
Facebook
#ibmamplify
© 2015 IBM Corporation
Tip# 10: Offer Social Options on Unsubscribe/Preferences Pages
51
Horchow
preference
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
© 2015 IBM Corporation
#ibmamplify
© 2015 IBM Corporation
Contacts
Loren McDonald
Silverpop, an IBM Company
lmcdonal@us.ibm.com
@LorenMcDonald
Beckley Stover
Moosejaw
bstover@moosejaw.com
@BeckleyS

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Tactics to integrate social and email marketing silverpop

Notes de l'éditeur

  1. Along the same lines, we did a post where we prompted people to just comment on the post and we responded with compliments to them. That post got 274 comments, and 71 likes. It also had over 12,000 impressions.
  2. These are all super fun/engaging examples of our brand and our brand voice. We like to think of our brand voice of that of a middle school teenage boy, and what really distinguishes us from our competitors is our brand voice.
  3. They’re not only encouraging you to connect with them via their email program, but also through some other channels that they are active on.
  4. Canvas Apps Use iFrames or FBML Easily embed in multiple pages Supports powerful integration with Facebook
  5. Results are over a 6 week time frame. GOAL: 3 keys to success Create a strong call to action. Make sure your users understand your call to action and/or incentives offered via Promoted Tweet. @Arbys provided clear direction asking users to sign up for the email list in exchange for coupons and deals. Diversify your keywords. Target a variety of keywords or phrases to reach a wider audience.@Arbys used keyword targeting to reach people talking about its brand and food as well as people looking for deals and coupons. Offer incentives Drive engagement with special coupons or incentives in exchange for having users complete an action. Immediately after signing up for the @Arbys newsletter, people received a coupon for a free roast beef sandwich with purchase of a drink. https://biz.twitter.com/success-stories/arbys-restaurant-group-inc
  6.       The Facebook post for the Smartwool contest really was engaging and you can see the post attached.  We had an email below that drove people to a landing page where there were more details and they could enter. They could also enter by using the hashtag #SmartwoolToePainting.   o   101 Entries via Email/Facebook/Woobox o   18 Entries via Instagram o   12 Entries via Twitter  
  7. Moosejaw is always sharing pictures of customers with their Moosejaw flags – we recently did an email to help drive customers to send us more pictures with their flags. If people don’t already have flags – we send them one for free. We sent out over 2,000 flags to customers and in turn have gotten not only hundreds of new customer pictures, but 2000 new brand ambassadors who are spreading the madness.
  8. Moosejaw, a sporting goods retailer with a unique brand persona that often uses humor – sent an email to its subscribers offering to break up the relationship with their current significant other. Now while this sounds bizarre, it was in fun and very consistent with the Moosejaw brand approach. 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.
  9. Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. One client found that they had roughly ~20% of a match.