Social email tylerwillis
-
Upload
influence-people -
Category
Documents
-
view
1.112 -
download
0
description
Transcript of Social email tylerwillis
![Page 1: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/1.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Email Marketing,Social Marketing?
An exploration of the connection between the world we know, and the world we don’t.
Presented At:
![Page 2: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/2.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Why listen?
ask @TYLERWILLIS
- I worked directly with hundreds of agencies and
brands, helping them develop effective and award-
winning social campaigns.
- I’ve designed and ran dozens of Email + Social
marketing programs.
- I advise several technology companies focused on
the intersection of Email and Social.
![Page 3: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/3.jpg)
©2010 Involver. All Rights Reserved and Confidential.
A presentation within a presentation…
![Page 4: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/4.jpg)
©2010 Involver. All Rights Reserved and Confidential.
FREAKY FRIDAY!!!!What happens when that pesky teenager, Social Marketing,
and her mom, Email Marketing, magically
switch bodies and have to live each
others lives?
![Page 5: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/5.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Thesis
Email and Social marketing share many similarities.
This means email marketers are uniquely setup to use their current skillsets to excel in social marketing.
![Page 6: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/6.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Human nature survives and has survived through the ages by being able to hold on tenaciously to two concepts:
• What is there about my life or world that has remained constant?
• What is there about my life or world that has changed or is changing?
- Richard Bolles (What Color is Your Parachute?)
![Page 7: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/7.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Marketing leaders create success when others are scared to act by relying on what in their world has remained constant.
![Page 8: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/8.jpg)
©2010 Involver. All Rights Reserved and Confidential.
What about social marketing is consistent with email marketing?
![Page 9: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/9.jpg)
©2010 Involver. All Rights Reserved and Confidential.
The framework’s the same.
SubscribeIn both email and social…
users subscribe with the intent of receiving
updates from the company.
EngageIn both email and social… marketers
create content updates to
engage targets over the lifetime of a relationship.
ConvertIn both email and social… Conversion events are
measured and inform the
success of the campaign.
![Page 10: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/10.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Design’s still important.
![Page 11: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/11.jpg)
©2010 Involver. All Rights Reserved and Confidential.Content’s still king.
![Page 12: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/12.jpg)
©2010 Involver. All Rights Reserved and Confidential.
You can’t be a vulture.
![Page 13: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/13.jpg)
©2010 Involver. All Rights Reserved and Confidential.Bad behavior pisses people off.
![Page 14: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/14.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Good email marketers already act social.
![Page 15: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/15.jpg)
©2010 Involver. All Rights Reserved and Confidential.
But, where has the social
world changed from email?
![Page 16: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/16.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Social proof influences your outcomes.
![Page 17: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/17.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Mistakes are now public.
![Page 18: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/18.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Targets talk back.
![Page 19: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/19.jpg)
©2010 Involver. All Rights Reserved and Confidential.
You have to pay attention to a lot more locations.
![Page 20: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/20.jpg)
©2010 Involver. All Rights Reserved and Confidential.
You have less space, and more options.
![Page 21: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/21.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Your message doesn’t always get
delivered.
![Page 22: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/22.jpg)
©2010 Involver. All Rights Reserved and Confidential.
The KPIs are different.
![Page 23: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/23.jpg)
©2010 Involver. All Rights Reserved and Confidential.
What did our Freaky Fridayers learn?
![Page 24: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/24.jpg)
©2010 Involver. All Rights Reserved and Confidential.
In both email and social marketing,
Consumers subscribe with the intent of receiving updates from the
company.
In both email and social marketing,
marketers create content updates to engage consumers over the lifetime of their relationship with that brand.
![Page 25: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/25.jpg)
©2010 Involver. All Rights Reserved and Confidential.
In both email and social marketing,
marketers use engaging content to motivate the user to take some sort of action that benefits the marketer.
In both email and social marketing,
marketers develop a unique personality to stand out from
competitors, and gain consumer attention
![Page 26: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/26.jpg)
©2010 Involver. All Rights Reserved and Confidential.
In both email and social marketing,
consumers that subscribe to receive updates are entering into a
relationship with the brand that needs to be nurtured.
In both email and social marketing,
The largest improvements in conversion events come from
creating better content
![Page 27: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/27.jpg)
©2010 Involver. All Rights Reserved and Confidential.
In both email and social marketing,
Attention is required, but not sufficient, for monetization.
In both email and social marketing,
marketers create content with the express purpose of having “pass-
along value”
![Page 28: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/28.jpg)
©2010 Involver. All Rights Reserved and Confidential.
I expected inhabiting this new young body would be scary and unfamiliar, but I was surprised to find how similar it truly was.
I’m not sure why social and I used to fight so much, we’re actually a lot alike!
![Page 29: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/29.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Exercise:Are these best practices for email or social marketing?
• Acquire new subscribers through opt-in• Publish content with a marketing calendar• Understand your audience• Vary the types of content you’re sending to users• Focus your marketing experiences on informing, incentivizing or educating
your audience• One goal per message, nail the call to action• Maintain consistent brand message in communications• Watch your KPIs and adjust• Content needs to be short and shareable• Ask subscribers to share with their friends• Walk users up the ladder of engagement• Use design to keep brand experiences consistent• Market where your audience is
![Page 30: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/30.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Last Learning.
![Page 31: Social email tylerwillis](https://reader031.fdocuments.in/reader031/viewer/2022013121/54794f06b4af9f6f578b4659/html5/thumbnails/31.jpg)
©2010 Involver. All Rights Reserved and Confidential.
Tyler Willis
I write about personal and professional topics at @tylerwillis and Tyler’s Toolbox.
If you’d like to keep abreast of the tips and tricks our team at Involver discovers:
• http://blog.involver.com• Facebook.com/involver• Twitter.com/Involver