email marketing: the digital glue of social media - oms portland (june, 2010)
DESCRIPTION
Email marketing is the digital glue of social media. Learn how the two channels play together.TRANSCRIPT
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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