Let’s be friends!
Facebook & Email @jaybaer
Jay Baer
Convince & Convert www.ConvinceAndConvert.com www.SocialPros.com @jaybaer
Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio
58%
ExactTarget 2011
of Adults in U.S. Check Email First Thing in the Morning
ExactTarget 2012
Prefer Email for Promotional Messages
77%
MUST GET
MORE CUSTOMERS
- ON - FACEBOOK!
of corporate social marketers look at Facebook as a way to get new customers
Wildfire 2012
We “Like” What We Like
Accidental Marketers
of the Fans of Company Facebook Pages Are Current or Former Customers
DDB 2011
This helps me remember
you!
So does this!
Email is Madonna Facebook is Lady Gaga Same Thing, But With a Fresh Coat of Paint
3 Areas of Integration:
Operations & Measurement
Channel & Audience
Message & Content
Operations & Measurement Integration
similar metrics Email subscribes = Facebook likes
Email unsubscribes = Facebook unlikes or hides
Email opens = Facebook Reach
Email clicks = Facebook Engaged Users
Email forwards = Facebook People Talking About This
Is a
Facebook
fan worth
$136? …
$9.56?
… $3.80?
Imaginary Friend, or Imaginary Math?
Measure Cross-Channel Impact
value FACEBOOK through EMAIL
Determine TRUE Cost Per Email Sent
Multiply by Unique Clicks = Cost Per Unique Email Click
Calculate Total Facebook Engaged Users
Multiply by Cost Per Unique Email Click = Value Per Click on Facebook
Value Facebook Through Email
.02 per email sent X 10% click rate
= .20 cost per click
http://ar.gy/Facebook (free worksheet)
Pagelever.com
X 86,151 Facebook Consumptions Monthly = $17,230 in Facebook value
Your Email People and Your Facebook People Should be the Same People
& channel audience integration
inboxes are EXPLODING. Build a Touch-point Corral
Email subscription Facebook like Twitter follow SMS sign up Linkedin connection Google + circle
Email Opt-Ins on Facebook
Promote Facebook in Email Confirmation
Promote Facebook in Email Unsubscribe
Gather Email Data with Social Log-in
of online buyers desire social log-in
Janrain 2012
Create Socially Active Email Segment
Smart Bargains
of corporate email marketers include social icons in their emails
Get Response 2011
Test F-Commerce Inventory via Email
Gilt
Promote Facebook Threshold Deals in Email
Hydroflask
message INTEGRATION
time of day day of week testing
Headline Testing
Frontgate
Image Testing
Frontgate
Use Facebook to Source Email Content
Visit California
Use Fan Posts as Email Content
J Jill
Promote Email (Pre-Launch) on Facebook
CB2
Real-Time Integration
With EdgeRank, the Rich Get Richer
If You Have a Successful Status Update, Email it ASAP to Keep the Momentum Rolling
Social Segmentation Helps Here
Pagelever.com
To integrate Facebook and Email
DO NOT eat all cookies at same time
Friends = Results
Jay Baer
Convince & Convert www.ConvinceAndConvert.com www.SocialPros.com @jaybaer
Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio