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Aquent/AMA Webcast: Leveraging the True Power of Social with Email

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Which is it? Do you socialize your email, or email your social? Social marketing + email is a powerful mechanism for improving your business, but there are three basic challenges that organizations face when trying to figure out what to do with social marketing:

-How to create and sustain engagement
-How to increase message impressions
-How to build and improve their marketing database

During this webcast, you will learn: How integrating your social and email campaigns help to create better results

- Why trying to socialize a typical email campaign is not as effective as emailing a social campaign
- Why focusing on the social program first will allow you to feel the full power of what that program can do
- How email, your website, and other traditional online marketing efforts can enhance and expand your social efforts
- How to use time and quantity-limited group deals to encourage people to share information about your brand to their friends

Publicada em: Negócios, Tecnologia
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Aquent/AMA Webcast: Leveraging the True Power of Social with Email

  1. 1. Leveraging the True Power of Socialwith EmailWhich is it? Do you socialize your email, or email your social?During this webcast, Jeffrey Mesnik, Founder and President of Socialize YourStuff, LLC , will discuss …> How integrating your social and email campaigns help to create better results> Why trying to socialize a typical email campaign is not as effective as emailinga social campaign> Why focusing on the social program first will allow you to feel the full power ofwhat that program can do> How email, your website, and other traditional online marketing efforts canenhance and expand your social efforts> How to use time and quantity-limited group deals to encourage people to shareinformation about your brand to their friends
  2. 2. AMA WebcastLeveraging the True Power of Social with E-MailPresenter:Jeffrey Mesnik, Founder and President, Socialize Your Stuff, LLCModerator:Anthony Salas, American Marketing AssociationSponsored by:The audio portion of today’s presentation is available via broadcast audio.You can also dial in to hear audioParticipants (US & Canada, Toll Free): 888 223 4959International Participants: +1 303 223 4389
  3. 3. Housekeeping Items e c o r d i n g o u w i l l b e p r o v
  4. 4. Webcast Speaker Jeffrey Mesnik, Founder and President, Socialize Your Stuff, LLC
  5. 5. The Role of Social NewslettersIn The Age Of Content Marketing
  6. 6. AgendaThe world is complex enough, lets keepmarketing simpleStatistics to help understand how to focusCase studiesTactical ideas on deployment
  7. 7. Quick SurveyHow does the number of likes on Facebook or followers on Twitter compare to the number of emails in your mailing list?a. I have more emails than fans and followersb. I have more fans and followers than emailsc. I do not have any fans or followers yetd. I do not have an email list
  8. 8. Right.... So what does going digital mean?
  9. 9. Oh crap!! is this the landscape?
  10. 10. And dont forget the rest
  11. 11. Keep the objectives simple1. Marketing objectives a. Drive traffic to an online or offline store b. Create interest for a sales call2. What are the steps? a. Reach prospects b. Identify interest c. Convert interest d. Sustain
  12. 12. Where do we start? ContentAnd frequent content has the highest impact on SEO, followed by engagement
  13. 13. Is it Email vs. Social or...
  14. 14. Integrate content email + social
  15. 15. Email drives people to content
  16. 16. Why integrate?1. eMail is still the number one medium for conversions2. Social content, like videos have the highest click rates3. Earned media, case studies and whitepapers have the highest share rateIf we put it together we get......
  17. 17. Marketing by the numbers
  18. 18. More work!How are we supposed to beable to maintain all of thenew content channels?• Create email content• Create blog content• Create Facebook posts,Twitter posts, manageLinkedIN groups
  19. 19. Case Study: B2CMitsubishi -3,000 people received an email asking to share how much they love their TVs24 hours later the email created: o More than 2% shared the promotion o Creating over 60,000 new impressions o Increased the database by 5% o Created new sales opportunities
  20. 20. Case Study B2B: Altico AdvisorsThe directive: "Go digital"•Started from nothing•Contributor to one large blog•Daily blogging•Created a weekly social newsletter•Almost doubled quality web visits
  21. 21. 15,000 hits/mo
  22. 22. Struggle of getting started1. Repurposed content from CRMSoftware2. Started posting to Facebook, Twitter, LinkedIN3. ROAD BLOCK: Content a. Where to go for content b. How to blog daily c. How to get it found d. How to leverage social sites
  23. 23. Success found1. Started sourcing content from Microsoft a. Microsoft has a ton of content, but finding it all was NOT easy2. Found that white papers, if broken out, gave me multiple posts3. Started leveraging LinkedIN4. Started creating weekly social newsletters with the content
  24. 24. Traction and ROIThree days after blogging daily,Alticos blog was getting indexedby GoogleAltico also used a weekly socialnewsletter to alert folks to thecontentAnd by the end of the year theyalmost doubled quality visitsAnd the tracking has createdqualified leads to hand over to the
  25. 25. Other stories of success• Dan Harding is a Regional • VP of Marketing at Director of Sales at technology vendor, ConnectandSell newScale, Mark Hamilton • He has increased pipeline • Created a group and used using LinkedIn in part by free content to drive people posting presentations and into an offer. other articles of content • This was part of a social • Those posts get emailed out marketing plan that increased in network updates the sales pipeline by over $3 Million
  26. 26. How? Dont recreate the wheelLeverage your content• Focus on the blog first• Tweet your blog• Facebook your blog• Newsletters are created fromyour posts and user generatedcontent on your sitePlace social content into youremail newsletter, and watchyour traffic grow
  27. 27. ContentLeveraging LinkedIN Groups1.Use popular comments and questionsto build a blog2.Respond to the comment and post alink to the blog for more3.Use highly engaging comments asconversation starters on your ownFacebook, Twitter, and blog sites
  28. 28. User-generated content (earned media)Using theFacebookconversation in anemail creates moreengagement!
  29. 29. RSS feedsPointing to other sites and blogs is agood thing• Keeps the content fresh• Demonstrates understanding ofrelevance• Helps with SEO
  30. 30. Leverage content from partners1. Share your content a. Your content may be all over the place ex: Microsoft i. ERP has four YouTube channels ii. Seven Twitter channels iii. 5 or 6 blogs b. Make it easy to find2. Educate partners on goals3. Share solutions that can help you work together
  31. 31. Social Newsletters allow organizations to connect the dotsbetween social and email, creating a new opportunity to driveloyalty and sales
  32. 32. Quick Survey 2How many of you have a newsletter, and if so how much time does it take to put together1. Less than an hour2. More than two hours3. About a day4. More
  33. 33. Take awayIt all starts with content; frequencyand recency of content influencesSEO above all elseEmail Newsletters are thecornerstone of your content strategyeMail Social promotions for highestimpactLinkedIn groups are great sources forcontent and content ideas
  34. 34. Special OfferWe are offering two months free with a one year subscription to the Butterfly Publisher application: o Content sources provided based on need o Social Dashboard - for managing social networks o Social Newsletter platform o Training and best practiceswww.socializeyourstuff.com/webinar
  35. 35. Thank You for your Participation! Additional questions? General AMA Questions can be sent to: asalas@ama.org Recording and slides You will be provided with a recording of today’s presentation. Twitter Please reference #AMAAquent, when tweeting about this webinar. Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.

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