Learn how social marketing can enhance your current strategies and help drive new business for you in the real-time world of social networks. JitterJam & Blue Sky Factory will walk you through the basics and provide use cases on how email and social marketing together can enhance your bottom line.
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Beyond Email Marketing: Adding Social to Your Marketing Mix
1. Beyond Email Marketing:
Adding Social to Your
Marketing Mix
JitterJam
Ric Pratte
President & CEO
Margaret Donnelly
VP Marketing & Business Development
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2. Agenda
• Why add Social to your marketing mix
• 6 keys to driving deeper engagement
• Case study
• Use cases
• Q&A
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3. Who are you trying to reach?
Chances are,
they are using
Social networks
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4. What do they want?
Social
interaction
is not just
about
offers &
incentives
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5. Email & Social fuel one another…
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6. …and Marketers are jumping in
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7. Email and Social marketing
are not so different
• Signify interest in a brand
• Driven by content
• DO require consumer opt-in
• Enable the brand to build a closer
relationship with the consumer
• Significantly benefit from segmentation
• Have an expectation of value
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8. But there are differences
• Expectations
• Execution
• Frequency & constancy
• Content
• Resources
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9. Where is the intersection?
Social
Email List Brand Contacts
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10. Social & Email can leverage one
another
Brand
Social Email
Engagement Engagement
Driving Deeper Engagement
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11. How?
6 keys
to driving
deeper
engagement
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17. 2. Listen
Listen & engage
& engage
• Search for conversations around your
brand, your product, your market
• Collect information about those who
are talking
• Use that information to begin
engaging those people in social
conversation
• Dating before marriage
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18. 2. Listen
Learn and segment
& engage
• Influencers
• Engaged
Gather • Buyers
intelligence • Most active
on your • Specific products
contacts • Location
• Demographics
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19. 3. Be an active member of your
social community
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20. 3. Social
Social is a different animal Community
• Strategy first
• Social engagement vs. social marketing
• Actively listen & engage
• Source & share content
• Don’t be “commercial” (unless that’s the
known intent)
• Goal: Draw current and new contacts to
you
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21. 4. Ask for permission to market
through multiple channels
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22. Drive people to opt-in
4. Permission
• Website
• Advertising
Use different
• Social profiles
methods to • Contests
drive people to • Social sharing
connect • Signage
• Incentive offers
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23. Ask for multiple contact points
4. Permission
Use
marketing
best
practices
for both
Social and
Email
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24. Ask for contact info, message
frequency & interests 4. Permission
Deliver highly
targeted
content that
results in higher
open rates and
engagement
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25. Track the sources of your
success 4. Permission
• Use unique source links
Track the • Separate landing
pages / opt-in forms for
engagement EACH source
source for • Tag each contact
each of your w/source data
contacts • Track each source’s
effectiveness over time
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26. 5. Use what you’ve learned
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27. 5. Use what
Segmentation, A/B testing…
you’ve learned
• BUT you get the benefit of ALL
the data you’ve collected via
social to segment and target
Use the same your customer!
– Influence
best practices – Engagement
– Preference
for targeted • Experiment and test
– Different offers for different
social & email channels
– A/B testing within a group
marketing • Adhere to the permissions
you’ve gathered
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28. 6. Measure, review and adapt
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29. 6. Measure
Keep refining your tactics
& adapt
Social marketing is
new and
marketers are
testing & refining
their methods
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30. Cross-pollination case study
Situation Action
• Moderate opt-in email list • Email campaign to get new
• Low marketing activity (both opt-ins to multi-channel
email & social) marketing
• Same campaign launched
• Wanted to re-launch social
via Facebook & Twitter
presence
• Product give-away incentive
Result
• +4400% in Twitter followers • Email CTR: 9%
• +219% in Facebook Fans • Social CTR: 17%
• 26% gave >1 contact points
• 28% did NOT give email addr
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31. Use cases
• Brand community development
• Sales/promotions
• Customer service
• Product research/feedback
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32. Action summary
1. Cross-pollinate
2. Listen, engage & learn
3. Be an active member of your
social community
4. Ask for permission to market
5. Use what you’ve learned
6. Measure, review, adapt
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34. JitterJam Social CRM
Turning Conversations into Customers™
Social Media • Listen across the real-time web
• Engage consumers in value building dialog
Monitoring • Conversation analysis
Community • Build trust from permission engagement process
• Develop social profiles from the intelligent database
Building • Consumer analytics
Integrated • Laser focused call-to-action messages
• Connect across all consumer preferred channels
Marketing • Measure response rates
35. Resources
• Request more information
– http://www.blueskyfactory.com/JitterJam
• JitterJam blog
– http://www.JitterJam.com/blog
• Idea Spark Creativity Coffee
– http://ideaspark.eventbrite.com
• Blue Sky Factory White paper
– http://www.blueskyfactory.com/jjwebinar
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36. Connect with us!
@JitterJam
@ricpratte
@mwdonnelly
www.facebook.com/JitterJam
www.linkedin.com/in/ricpratte
www.linkedin.com/in/mdonnelly
www.JitterJam.com
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37. Questions
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