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Twitter: @pgillin

Integrating Social Into Traditional Marketing: E-Mail,

Direct And Advertising

Paul Gillin

Curator, Infoboom

Author:

The New Influencers

Secrets of Social Media Marketing

Social Marketing to the Business Customer

Twitter: @pgillin

The Way We Were

•Message

•Impressions

•Reach & Frequency

•Retention

•CPM

•Recall

•Share of Voice

•Coverage

•Rate Base

Twitter: @pgillin

The New Language of Marketing

•Followers

•Likes

•Connections

•Engagement

•Responsiveness

•Comments

•Repeat Visits

•Shares

•Views

Twitter: @pgillin

Twitter: @pgillin

Look Familiar?

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What to Avoid

Over half of B2B marketers

update their Twitter accounts

once a week or less,

according to BtoB magazine

If you’re going to advertise

that you use the tools, you

must use them or risk looking

clueless

Twitter: @pgillin

Flipping the Funnel

7

Respond & Iterate

Invite Engagement

Listen

Go Where the People Are

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Platform Adoption by Year

Source: Awareness Networks/ Paul Gillin

Multi-Platform Strategy

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Twitter: @pgillin

Page 11

Tools of Influence

PRE MEDIA AGE

MASS MEDIA AGE

SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Source: Universal McCann Erickson

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Shifting Sands

Center for Media Research

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Integration Is a Top Priority

•37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).

•55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and

Goodmail).

•Business executives say integrating e-mail and social media is their fourth-most-important e-mail marketing initiative for 2011. (StrongMail)

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Integrated Social Media

14

Promote online success

in traditional venues

Make it easy for people to find

you online

Make sharing part of your website Solicit testimonials

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Use Social Media To…

• Identify Topics

• Generate Content

• Gather Feedback

• Test Messages

• Capture Leads

• Strengthen Relationships

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Involve Audience In Marketing

• Barter blogger posts

• Ask a question, feature best answers

• Bookmark and republish favorite tweets

• Invite photos, videos and stories

• Poll and promote

• Ask feedback and cherry pick

• Plant seed questions and invite debate

Twitter: @pgillin

Leveraging the Audience

• Test messages to a community

• Limited offers

• Private or closed-group discussion

• Brand ambassador programs

• Competitive intelligence

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Social Networks are On-Ramps For Traditional Marketing

18

Page 19

Facebook is Your Alternate Home Page

Tip: Test promotions

here before rolling them

out in a direct marketing

campaign

Page 20

Twitter Is the

New Talk Radio

Hundreds of e-tailers

are using it to

broadcast specials,

find customers and

engage in

conversations with

their customers

Twitter: @pgillin

Challenges and Invitations

21

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Integrating Online and Print

Page 23

A Versatile Tool

Promotions

Aggregators

Contests

Marketing

Tip: Search for people asking questions about your products or

services. Those are potential buyers!

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Twitter Contest

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Peer Recommendations Validate

Epson reported

that revenue per

visitor nearly

doubled after

reviews were added

to its website.

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Brand Ambassadors

26

Professional photographers featured in a print ad in The Philippine Star, July 28, 2010

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Page 28

New Publishing Lifecycle

Begins as a tweet

Becomes a blog post

Feeds a podcast

Stokes a white paper That gets tweeted!

Create modular,

reusable content that

can be delivered via

multiple media

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Make Content Easy to Share

Promote Subscriptions Everywhere

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Publish Everywhere

Page 31

Promote Your Content and Others’ Endorsements

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Tools Can Help

And yes, e-mail too!

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Social media for awareness, e-mail for retention

Be consistent, constructive and helpful

Offer multiple entry points: something for everyone

Promote through every possible channel

Help, don’t sell

Subscribership = membership

Invite feedback wherever possible

Drive traffic to other channels

E-mail Marketing is Glue

Twitter: @pgillin

Paul Gillin

508-656-0734

paul@gillin.com

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin

Thank You!

Join us for more discussion in the PartnerWorld

Forum:

"Making Business Sense of Social Media and

Social Networking"

(http://bit.ly/IBMPWSocial)