social email tylerwillis

©2010 Involver. All Rights Reserved and Confidential.

Email Marketing,Social Marketing?

An exploration of the connection between the world we know, and the world we don’t.

Presented At:

©2010 Involver. All Rights Reserved and Confidential.

Why listen?

ask @TYLERWILLIS

- I worked directly with hundreds of agencies and

brands, helping them develop effective and award-

winning social campaigns.

- I’ve designed and ran dozens of Email + Social

marketing programs.

- I advise several technology companies focused on

the intersection of Email and Social.

©2010 Involver. All Rights Reserved and Confidential.

A presentation within a presentation…

©2010 Involver. All Rights Reserved and Confidential.

FREAKY FRIDAY!!!!What happens when that pesky teenager, Social Marketing,

and her mom, Email Marketing, magically

switch bodies and have to live each

others lives?

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Thesis

Email and Social marketing share many similarities.

This means email marketers are uniquely setup to use their current skillsets to excel in social marketing.

©2010 Involver. All Rights Reserved and Confidential.

Human nature survives and has survived through the ages by being able to hold on tenaciously to two concepts:

• What is there about my life or world that has remained constant?

• What is there about my life or world that has changed or is changing?

- Richard Bolles (What Color is Your Parachute?)

©2010 Involver. All Rights Reserved and Confidential.

Marketing leaders create success when others are scared to act by relying on what in their world has remained constant.

©2010 Involver. All Rights Reserved and Confidential.

What about social marketing is consistent with email marketing?

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The framework’s the same.

SubscribeIn both email and social…

users subscribe with the intent of receiving

updates from the company.

EngageIn both email and social… marketers

create content updates to

engage targets over the lifetime of a relationship.

ConvertIn both email and social… Conversion events are

measured and inform the

success of the campaign.

©2010 Involver. All Rights Reserved and Confidential.

Design’s still important.

©2010 Involver. All Rights Reserved and Confidential.Content’s still king.

©2010 Involver. All Rights Reserved and Confidential.

You can’t be a vulture.

©2010 Involver. All Rights Reserved and Confidential.Bad behavior pisses people off.

©2010 Involver. All Rights Reserved and Confidential.

Good email marketers already act social.

©2010 Involver. All Rights Reserved and Confidential.

But, where has the social

world changed from email?

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Social proof influences your outcomes.

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Mistakes are now public.

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Targets talk back.

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You have to pay attention to a lot more locations.

©2010 Involver. All Rights Reserved and Confidential.

You have less space, and more options.

©2010 Involver. All Rights Reserved and Confidential.

Your message doesn’t always get

delivered.

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The KPIs are different.

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What did our Freaky Fridayers learn?

©2010 Involver. All Rights Reserved and Confidential.

In both email and social marketing,

Consumers subscribe with the intent of receiving updates from the

company.

In both email and social marketing,

marketers create content updates to engage consumers over the lifetime of their relationship with that brand.

©2010 Involver. All Rights Reserved and Confidential.

In both email and social marketing,

marketers use engaging content to motivate the user to take some sort of action that benefits the marketer.

In both email and social marketing,

marketers develop a unique personality to stand out from

competitors, and gain consumer attention

©2010 Involver. All Rights Reserved and Confidential.

In both email and social marketing,

consumers that subscribe to receive updates are entering into a

relationship with the brand that needs to be nurtured.

In both email and social marketing,

The largest improvements in conversion events come from

creating better content

©2010 Involver. All Rights Reserved and Confidential.

In both email and social marketing,

Attention is required, but not sufficient, for monetization.

In both email and social marketing,

marketers create content with the express purpose of having “pass-

along value”

©2010 Involver. All Rights Reserved and Confidential.

I expected inhabiting this new young body would be scary and unfamiliar, but I was surprised to find how similar it truly was.

I’m not sure why social and I used to fight so much, we’re actually a lot alike!

©2010 Involver. All Rights Reserved and Confidential.

Exercise:Are these best practices for email or social marketing?

• Acquire new subscribers through opt-in• Publish content with a marketing calendar• Understand your audience• Vary the types of content you’re sending to users• Focus your marketing experiences on informing, incentivizing or educating

your audience• One goal per message, nail the call to action• Maintain consistent brand message in communications• Watch your KPIs and adjust• Content needs to be short and shareable• Ask subscribers to share with their friends• Walk users up the ladder of engagement• Use design to keep brand experiences consistent• Market where your audience is

©2010 Involver. All Rights Reserved and Confidential.

Last Learning.

©2010 Involver. All Rights Reserved and Confidential.

Tyler Willis

I write about personal and professional topics at @tylerwillis and Tyler’s Toolbox.

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