Let’s be friends!
Facebook & Email
Don’tPANIC
58%
ExactTarget 2011
of Adults in U.S. Check Email First Thing in the Morning
MORE CUSTOMERS
- ON - FACEBOOK!
44%
of corporate social marketers look at
Facebook as a way to get new customers
Wildfire 2012
We “Like” What We Like
84%
of the Fans of Company Facebook Pages Are Current or Former
Customers
DDB 2011
Accidental Marketer
This helps me remember
you!
So does this!
integrate
3Areas of Integration:
Operations and Measurement Integration
Channel & Audience Integration
Message Integration
Operations &
Measurement
Integration
similarmetri
csEmail subscribes = Facebook likesEmail unsubscribes = Facebook unlikes or hidesEmail opens = Facebook ReachEmail clicks = Facebook Engaged UsersEmail forwards = Facebook shares
Is a
fan worth
$136?…
$9.56?…
$3.80?
Measure Cross-Channel Impact
valueFACEBOOKthroughEMAIL
Determine TRUE Cost Per Email SentMultiply by Unique Clicks= Cost Per Unique Email ClickCalculate 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
X 86,151 Facebook Consumptions Monthly = $17,230 in Facebook
value http://ar.gy/Facebook (free worksheet)
Pagelever.com
Personnel Integration
&channelaudienceintegration
inboxes areEXPLODINGBuild a Touch-point Corral
Email subscription
Facebook like
Twitter follow
SMS sign up
Email Opt-Ins on Facebook
Promote Facebook in Email Confirmation
Promote Facebook in Email Unsubscribe
Gather Email Data with Social Log-in
77%
of online buyers desire social sign-in
Janrain 2012
Create Email Segmentation
Smart Bargains
18%
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
messageINTEGRATION
time of dayday 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
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
Promote Email (Pre-Launch) on Facebook
CB2
17 ways
to Integrate Facebook and Email
DO NOTeat all cookies at same time
Friends = Results
Jay BaerConvince & Convertwww.convinceandconvert.comwww.jaybaer.com@jaybaerFacebook.com/ConvinceConvert
Thanks to Chad White (Responsys), DJ Waldow (Waldos Social), The Jim Henson Company, Sesame Workshop, The Muppets Studio
Top Related