email marketing: the digital glue of social media - oms portland (june, 2010)

Online Marketing SummitPortland | June 16, 2010

Email Marketing:The Digital Glue of Social Media

DJ WaldowDirector of Community

Blue Sky Factory

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Email Marketing:The Digital Glue of Social

Media

Blue Sky Factory is all about your success (Blue Sky), and the idea that success isn't luck or an accident, but something you make (Factory). Our chosen vehicle for helping you achieve

success is email marketing. 3

WHO IS BLUE SKY FACTORY?

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WHO IS DJ WALDOW?

Engagement

Email MarketingRelationshipsConversations

Community

Social MediaAwareness

Sales

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WHAT ARE WE TALKING ABOUT?

… in no particular order …

SilosInterdependencyCross-Pollination

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WHAT ELSE?

B2B VS. B2C

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EMAIL MARKETING

SOCIAL MEDIA

SILOS

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EMAIL MARKETING

Old school

Dead

Dull, Boring

Tough to make $

SOCIAL MEDIA

New school

Alive

Shiny, Exciting

“Easy Money”(Note Sarcasm)

SILOS

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EMAIL MARKETI

NG

SOCIALMEDIA

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THE PERSON MANAGING YOUR EMAIL MARKETING PROGRAM IS LIKELY NOT

YOUR SOCIAL MEDIA PERSON

SILOS

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INTERDEPENDENCY

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INTERDEPENDENCY

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INTERDEPENDENCY

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INTERDEPENDENCY

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Overall, individuals who have increased their usage of social networks over the past six

months are also using email more by a ratio of 11:1. Additionally, “heavy” Twitter users (defined as individuals who check Twitter

several times a day) are more likely to increase email usage by a ratio of 8:1, while

heavy Facebook users are more likely to increase email usage by a ratio of 4:1.

Overall, individuals who have increased their usage of social networks over the past six

months are also using email more by a ratio of 11:1. Additionally, “heavy” Twitter users (defined as individuals who check Twitter

several times a day) are more likely to increase email usage by a ratio of 8:1, while

heavy Facebook users are more likely to increase email usage by a ratio of 4:1.

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SOCIAL MEDIA NEEDS EMAIL MARKETING

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SOCIAL MEDIA NEEDS EMAIL MARKETING

55+ EMAIL NOTIFICATIONS

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Learn how to add this email sign up

widget to your Facebook page

EMAIL MARKETING NEEDS SOCIAL MEDIA

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EMAIL MARKETING NEEDS SOCIAL MEDIA

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EMAIL MARKETING NEEDS SOCIAL MEDIA

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EMAIL MARKETING NEEDS SOCIAL MEDIA

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EFFECTIVE CROSS-POLLINATION

• Include• Make it easy• Be creative• Ask• Tell me why• Provide incentive• Don’t forget offline

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CROSS-POLLINATION: INCLUDE

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CROSS-POLLINATION: INCLUDE

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CROSS-POLLINATION: MAKE IT EASY

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CROSS-POLLINATION: BE CREATIVE

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CROSS-POLLINATION: ASK

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CROSS-POLLINATION: ASK

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CROSS-POLLINATION: TELL ME WHY

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CROSS-POLLINATION: TELL ME WHY

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CROSS-POLLINATION: PROVIDE INCENTIVE

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CROSS-POLLINATION: PROVIDE INCENTIVE

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CROSS-POLLINATION: DON’T FORGET OFFLINE

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CROSS-POLLINATION: DON’T FORGET OFFLINE

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BENEFITS OF CROSS-POLLINATION

1. Makes both email & social media messages more powerful & effective

2. Extends the reach of your emails & social networks

3. Pinpoints influential brand ambassadors

4. Grows your email database & social networks

5. All the cool kids are doing it

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CONTINUE THE CONVERSATION

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• Word (slide 4): http://www.wordle.net/show/wrdl/2151544/DJ_Waldow_in_words• B2B vs. B2C: DJ Waldow via iPhone (Dela Quist slide)• Silos - http://www.flickr.com/photos/rutlo/3872475221/ (Flickr Creative Commons)• Batman - http://www.flickr.com/photos/locationscout/3595095042• Robin - http://www.flickr.com/photos/locationscout/3595095146/• Whale - http://www.flickr.com/photos/31468017@N04/3897372665 (Flickr Creative Commons)• Bee - http://www.flickr.com/photos/snapr/468258805/ (Flickr Creative Commons)• Petco email - http://www.retailemailblog.com/2009/08/am-inbox-3-levels-of-swyn-usage.html• Kohl’s email: http://www.retailemailblog.com/2010/05/am-inbox-dedicated-social-emails-with.html• U of Utah sign: http://www.flickr.com/photos/djwaldow/4672825286/• Beer Store: http://www.flickr.com/photos/djwaldow/4675386730/• Desert Dog Daycare: http://www.flickr.com/photos/djwaldow/4651085589/• Dan’s In-Store Facebook Advertisement: http://www.flickr.com/photos/djwaldow/4651025497

*All other images are screengrabs from Twitter or my personal email inbox

IMAGE CREDIT

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