Beyond Email Marketing: Adding Social to Your Marketing Mix

Beyond Email Marketing:
Adding Social to Your
Marketing Mix
JitterJam
Ric Pratte
President & CEO

Margaret Donnelly
VP Marketing & Business Development

Connect With Us: @JitterJam - @ricpratte - @mwdonnelly

Agenda
• Why add Social to your marketing mix
• 6 keys to driving deeper engagement
• Case study
• Use cases
• Q&A


Who are you trying to reach?

Chances are,
they are using
Social networks


What do they want?

Social
interaction
is not just
about
offers &
incentives


Email & Social fuel one another…


…and Marketers are jumping in


Email and Social marketing
are not so different
• Signify interest in a brand
• Driven by content
• DO require consumer opt-in
• Enable the brand to build a closer
relationship with the consumer
• Significantly benefit from segmentation
• Have an expectation of value


But there are differences
• Expectations
• Execution
• Frequency & constancy
• Content
• Resources


Where is the intersection?

Social
Email List Brand Contacts


Social & Email can leverage one
another

Brand

Social Email
Engagement Engagement
Driving Deeper Engagement


How?

6 keys
to driving
deeper
engagement


How?

1. Cross-pollinate
2. Listen & engage
3. Community
4. Permission
5. Targeted marketing
6. Measure & adapt


1. Cross-pollinate Email & Social


Email  Social
1. Cross-pollinate

Invite email
contacts
to connect
on social


Social  Email
1. Cross-pollinate

Announce your email
marketing to your social
contacts


2. Listen & engage


2. Listen

Listen & engage
& engage

• Search for conversations around your
brand, your product, your market
• Collect information about those who
are talking
• Use that information to begin
engaging those people in social
conversation
• Dating before marriage


2. Listen

Learn and segment
& engage

• Influencers
• Engaged
Gather • Buyers
intelligence • Most active
on your • Specific products
contacts • Location
• Demographics


3. Be an active member of your
social community


3. Social

Social is a different animal Community

• Strategy first
• Social engagement vs. social marketing
• Actively listen & engage
• Source & share content
• Don’t be “commercial” (unless that’s the
known intent)
• Goal: Draw current and new contacts to
you


4. Ask for permission to market
through multiple channels


Drive people to opt-in
4. Permission

• Website
• Advertising
Use different
• Social profiles
methods to • Contests
drive people to • Social sharing
connect • Signage
• Incentive offers


Ask for multiple contact points
4. Permission

Use
marketing
best
practices
for both
Social and
Email
marketing Connect With Us: @JitterJam - @ricpratte - @mwdonnelly

Ask for contact info, message
frequency & interests 4. Permission

Deliver highly
targeted
content that
results in higher
open rates and
engagement

Track the sources of your
success 4. Permission

• Use unique source links
Track the • Separate landing
pages / opt-in forms for
engagement EACH source
source for • Tag each contact
each of your w/source data
contacts • Track each source’s
effectiveness over time


5. Use what you’ve learned


5. Use what

Segmentation, A/B testing…
you’ve learned

• BUT you get the benefit of ALL
the data you’ve collected via
social to segment and target
Use the same your customer!
– Influence
best practices – Engagement
– Preference
for targeted • Experiment and test
– Different offers for different
social & email channels
– A/B testing within a group
marketing • Adhere to the permissions
you’ve gathered


6. Measure, review and adapt


6. Measure

Keep refining your tactics
& adapt

Social marketing is
new and
marketers are
testing & refining
their methods


Cross-pollination case study
Situation Action
• Moderate opt-in email list • Email campaign to get new
• Low marketing activity (both opt-ins to multi-channel
email & social) marketing
• Same campaign launched
• Wanted to re-launch social
via Facebook & Twitter
presence
• Product give-away incentive

Result
• +4400% in Twitter followers • Email CTR: 9%
• +219% in Facebook Fans • Social CTR: 17%
• 26% gave >1 contact points
• 28% did NOT give email addr

Use cases
• Brand community development
• Sales/promotions
• Customer service
• Product research/feedback


Action summary
1. Cross-pollinate
2. Listen, engage & learn
3. Be an active member of your
social community
4. Ask for permission to market
5. Use what you’ve learned
6. Measure, review, adapt


About JitterJam Social CRM


JitterJam Social CRM
Turning Conversations into Customers™

Social Media • Listen across the real-time web
• Engage consumers in value building dialog
Monitoring • Conversation analysis

Community • Build trust from permission engagement process
• Develop social profiles from the intelligent database
Building • Consumer analytics

Integrated • Laser focused call-to-action messages
• Connect across all consumer preferred channels
Marketing • Measure response rates

Resources
• Request more information
– http://www.blueskyfactory.com/JitterJam
• JitterJam blog
– http://www.JitterJam.com/blog
• Idea Spark Creativity Coffee
– http://ideaspark.eventbrite.com
• Blue Sky Factory White paper
– http://www.blueskyfactory.com/jjwebinar


Connect with us!
@JitterJam
@ricpratte
@mwdonnelly

www.facebook.com/JitterJam

www.linkedin.com/in/ricpratte
www.linkedin.com/in/mdonnelly

www.JitterJam.com


Questions


Beyond Email Marketing: Adding Social to Your Marketing Mix

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