Compare and Contrast We are so much alike! We are quite different!
More Alike Than Different - MECLABS › training › misc › emailsummit › slides... · More...
Transcript of More Alike Than Different - MECLABS › training › misc › emailsummit › slides... · More...
![Page 1: More Alike Than Different - MECLABS › training › misc › emailsummit › slides... · More Alike Than Different Jay Baer President, Convince & Convert Co-author, The Now Revolution.](https://reader034.fdocuments.in/reader034/viewer/2022042322/5f0c4edd7e708231d434c10f/html5/thumbnails/1.jpg)
Why Email is Madonna, and Facebook is Lady Gaga
More Alike Than Different
Jay Baer
President, Convince & Convert
Co-author, The Now Revolution
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Facebook & Email
Let’s be
friends!
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• Email and Facebook are strategically, operationally, and tactically aligned (or should be)
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Don’t PANIC
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58% of Adults in U.S.
Check Email
First Thing in the
Morning
ExactTarget, 2011
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77% Prefer Email
For
Promotional
Messages ExactTarget, 2012
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of American
Social Media
Users
Are Embracing
Second Tier Networks The Social Habit, 2012
27%
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MUST GET
MORE FANS
- ON -
FACEBOOK!
Myth
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My
th
44% of Corporate Social Media Marketers Look at Facebook as a Way to Get
New Customers
Wildfire, 2012
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My
th 84% of Fans of Company
Facebook Pages are Current or Former Customers
DDB, 2011
But…
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My
th
We Like What We Like
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My
th
Accidental Marketers are
the Exception, not the Rule
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My
th
This helps
me remember
you!
So does this!
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More Alike Than Different
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3 Areas of Integration:
• Operations & Measurement
• Channel & Audience
• Message & Content
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Operations & Measurement Integration
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similar
metrics
Subscribes
Unsubscribes
Opens
Clicks
Forwards
Likes
Hides/Unlikes
Reach
Engaged Users
Shares
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Imaginary Friend? or Imaginary Math?
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Value Facebook through email:
TRUE cost per email sent
X unique click-through rate
= cost per click
2 cents per email sent
Unique CTR of 5%
= Cost per click of 40 cents
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Value Facebook through email
Pagelever.com
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Facebook total clicks
X cost per email click
= value of Facebook clicks
736 clicks
Cost per email click = 40 cents
Value of Facebook clicks = $294.40
through email Value Facebook
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Cross-channel analysis is much easier if the data is
shared internally
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Your Email People and Your Facebook People Should Be the Same People
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Show of HANDS
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List Growth & Segment Integration
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INBOXES are Exploding
• Email opt-in
• RSS subscription
• Twitter follow
• Facebook like
• Linkedin follow
• Pinterest follow
• Instagram follow
• YouTube subscription etc. etc. etc.
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Build a TOUCHPOINT corral
• Average email open rate ~ 25%
• Average Facebook visibility ~ 10%
• Average Twitter visibility ~ ????
Chances any one customer/prospect will see a single communication from your brand? Slim.
Surround your audience with connection options
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when people ask for a COOKIE offer them more than ONE
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Email opt-in via Facebook tab app
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Facebook promotions and interactivity to (also) gather opt-ins
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Facebook Like request in email opt-in confirmation message
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Facebook Like request on email unsubscribe page
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Create socially active segments
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My
th Although Imperfect, Consider
Mapping Email Addresses to Klout Score with Twitter Data Connect
And…
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Increase opt-in conversion rate with social sign-in
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My
th 77% of Website Visitors Prefer Social Log-in Over Creating a
New Account
Win/Win
Janrain, 2012
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Message Integration
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Time of day and day of week testing
• Email open/click rate windows applied to Facebook posting schedules
• Facebook interaction windows applied to email sending windows
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Mine Facebook Insights for….insights
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Headline testing
• Winning email subject lines applied to Facebook ads
• Winning Facebook ad headlines tried as subject lines
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Image testing
• Try email images with high CTR in Facebook posts
• Try images that drive high Facebook engagement in email
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Deploy Facebook content in email
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Facebook popular products in email
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Mine social chatter for email topics
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
CTA cross-promotion (especially to
social segment)
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Throw Email gas on a Facebook fire
Pagelever.com
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Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Unify the editorial calendar
• Content Software
• Social Software
• ESP
• Excel
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Show of HANDS
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My
th That’s 16 Ways to Integrate Email
and Facebook
So…
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Silos are for
Suckers
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Your Customers
don’t care
about your
ORG Chart
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FRIENDS = results
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Session Speaker
53
Jay Baer President, Convince & Convert
• Social Media and Content Accelerator Firm • World’s #1 Content Marketing Blog (says Content Marketing
Institute) • Co-author of The Now Revolution
• Author of Youtility (June, 2013)
• Host of Social Pros podcast (SocialPros.com)
• Former award-winning email marketer
@jaybaer