Presentation given at iStrategy Sydney 2012 on integrating email and social media.

1. Welcome

2. Email and Social Integration
Essential Considerations in the Digital Strategy Mix
Rob Bell + Darren Sutton (XCOM Media)

3. Today we will cover:
1 Using Email and Social Media
2 Strategies to create value
3 Outcomes and Benefits
4 Tourism Queensland case study
5 A Strategic Survey

4. A little bit about us
• Leading independent digital marketing
and communications agency
• Work with some of Australia’s
leading brands
• Offices in Brisbane, Sydney & Melbourne
• A team of over 20 specialist staff
• A passion for producing digital work
that gets noticed and achieves results
• Exclusive APAC partner for StrongMail
Systems
!

5. About StrongMail
• Industry-leading email and social media
marketing technology platforms
• Founded in 2002 - Headquartered in Silicon Valley
• Over 550 customers, catering to mid-sized to Fortune 2000 brands
• Customers include some of the world’s largest brands in the retail,
travel & hospitality, financial services, media/entertainment and
technology industries

6. h"p://vimeo.com/36152743

7. Poll time – a show of hands…
1. Who checks email before breakfast ?
2. Who checks Facebook before breakfast ?
3. What about Twitter ?
4. And LinkedIn ?
5. Who checks all ?

8. Brands Plan to invest heavily in social media channel growth

9. Is this how people really
feel about email and
social media ….. ?

12. Technologies change, but the key
things are the same…
1. Know your audience
2. Understand their behaviours and desires
3. Use the benefits of different mediums

13. It’s about crafting messages that
connect with people and provide real
value in their life
Do I care ?
Why would I
share ?

14. Integration is like an orchestra…
Multiple instruments + perfect timing
= one amazing sound experience

15. So how do you achieve this?
Take your channel plans and
content strategies and move
to conversation strategies

16. Push
Pull

17. Cause
Conversations
and
Traffic

18. Be relevant and
add value

19. Strategies to create value
#1 > Make it easy to share and connect

20. Strategies to create value
#2 > Provide Incentives to share

21. Strategies to create value
#3 > Cross promote and capture data

22. Strategies to create value h"p://www.xample.com.au/spin-­‐and-­‐win/
#4 > Competitions go viral

23. Strategies to create value
#5 > Mobile for servicing

24. Strategies to create value
#6 > Technology can make life easier

25. Strategies to create value
#7 > Drive traffic from the audience

26. Strategies to create value
#8 > Be local

27. Strategies to create value
#9 > Test, track and learn what works

28. Strategies to create value
#10 – Be passionate and entertaining

29. Outcomes and Benefits
#1 > Subscriber and social profile growth

30. Outcomes and Benefits
#2 > Extend reach through sharing

31. Outcomes and Benefits
#3 > Multiple platforms increases the chance of
your messages being seen and acted on

32. Outcomes and Benefits
#4 > Provide options for connecting

33. Outcomes and Benefits
#5 > Identify key influencers and advocates
h"p://www.influencersfilm.com

34. Case Study
Tourism Queensland’s Passport to Shine

35. Challenge
• Launch new global brand “Queensland, Where Australia Shines”
• Acquisition of Facebook ‘Likes’ and new email subscribers
Solution
• Facebook application that encouraged repeat visitation
• Maximum ‘shareability’ – integrating email, Twitter and Facebook
• Supported by carefully crafted email marketing strategy
• Targeted Facebook media buy
• Geo-Targeting Key Markets with bonus prize opportunities

36. Campaign Email Strategy
• Campaign Launch x 1
• New Experience/Phase Notification x 2
• Reminder to Share – Bonus Entries x 3
• Final Remarketing Campaign x 1
Triggered Email Strategy
• StrongMail Integration with the Facebook application to maximize
sharing potential
• Forward to Friend triggered emails
• Entry Confirmation triggered emails

37. Social Strategy
• Highly shareable
• Twitter Integration
• Facebook Sharing
Media Strategy
Facebook Media Buy targeted tactics:
• Reach blocks – Malaysia and New Zealand
• Like Ads
• Key market targeting in bonus weeks

38. h"p://facebook-­‐studio.com/site/agencies/464#/gallery/submission/19010

39. And the results?
• 797,000 entries from 137 countries
Sharing
• Unique Email Shares – 641,842
• Facebook Shares – 82,656
• Twitter Shares – 4195
Acquisition
• Facebook Likes increased from 35k to 258k in just 6 weeks!
• 110,000 New Subscribers (unique)

40. Audience Participation Time!
What is your single highest priority email and
social media integration tactic?
twtpoll.com/xcommedia

41. Any
Questions?

42. Thank you!
@xcommedia @strongmail
www.xcommedia.com.au www.strongmail.com