The document discusses how to better integrate content, email, and social media marketing. It presents an agenda that includes planning, reaching audiences, interacting with audiences, converting audiences, and engaging audiences over the long term. Each section provides examples and tips. For example, it discusses using social data for segmentation, creative examples that integrate social sharing, and assessing the importance of reviews. The overall message is that integrated marketing across these channels can improve engagement and results.

1. Better Together:
Integrating Content,
Email and
Social Media Marketing
Dr Dave Chaffey
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2. About Dave Chaffey
 Books
 Best-practice advice & consulting
www.smartinsights.com
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3. AGENDA
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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4. PLAN
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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5. How do you socially
segment your list?
Source: Forrester Technographics Ladder Jan 2012
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6. 6
It’s not cheap or easy…
need to do the research
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and invest
Source: Dan Zarrella

7. The desktop in decline…?
Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011
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8. “Permission marketing is…
anticipated, relevant and personal” +
SHAREABLE
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9. Using email to share
shareable tools…
within customer journey
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10. 1
0
Build in social sharing
into contact strategies
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Source: eCircle case study

11. Social sign-on and
profiling in place?
Source: Smart Insights - Social Sign-on/in
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12. social by Design?
Are your emails
Source: http://developers.facebook.com/socialdesign/
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13. From “Likes
to Actions”
Source: Facebook Developer Blog - Daily Traffic increased by 77%
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14. Creating your
publising hub
Note: sharing shouldn’t be totally automated:
You can’t automate human, social interactions.
Source: Social syndication tools 1
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15. http://www.facebook.com/ford
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1
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16. 1
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Sustained online
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campaigns

17. with Social Sign-on
Ford Social Hub
https://social.ford.com/members/sign-up/
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1
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18. 18
1
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19. REACH
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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20. Incidental sharing
won’t engage…
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21. Social email marketing is
much more than SWYN…
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22. Creative tip – from incidental
to integrated – not quite there…
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23. Social creative style
Social email creative Examples
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24. Tip: Use Social in Pre-header
A focused
sharing
campaign
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25. ACT
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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26. Example:
Enewsletter integrating
social campaign
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27. 27
2
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28. social sharing:
New forms of
Pinterest
Source: Elliot Ross via Tim Watson
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2
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29. CONVERT
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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30. Good news – we like to review :
90,000 in 2 weeks
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+10% conversion
88% of all reviews ****/*****
Source: Original Argos review launch

31. Assess importance of reviews
Source: eCircle case study
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32. Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 32

33. ENGAGE
Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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34. 1 out of 10
responses to
brand emails…
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35. Source: eCircle case study
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36. Source: eCircle case study
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37. Source: eCircle case study
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38. Integration matters
 Plan
 Reach
 Act (Interact)
 Convert
 Engage (Long-
term)
Download:
www.SmartInsights.com/blog
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39. Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/tfma2012
 Blog
uk.linkedin.com/in/davechaffey
www.smartinsights.com/blog
 Feeds
www.feedburner.com/smartinsi
www.facebook.com/davechaffey
ghts
 Email Newsletter
www.smartinsights.com
www.twitter.com/DaveChaffey
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