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Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
LeveragingSocial Marketing*to Propel Your Business
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Lynn Ruby, CEO & Founder
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Every 24 Hours
2.5 Exabytes of Data are Produced
Equivalent to:
Northeastern University; The Radacati Group; Micro Focus
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?530 Million Songs
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?150 Million iPhones
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?5 Million Laptops
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?90 Years of HD Video
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?250,000 Libraries of Congress
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
EmailSocialMobile
Agenda
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Agenda
EmailSocialMobile
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com
Constant Contact Small Business Growth Survey
People read it
88% regularly check email on their
smartphones
91% of people check their email daily
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com
Constant Contact Small Business Growth Survey
Email is reliable
Email gets delivered
90+% of the time
(Facebook posts reach just 2% of
fans)
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Now, Later, Never
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
16 Who sent it?How do people know you best?
Make your “from name” and “from email” recognizable.
And consistent across all platforms
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Source: Inwise
17
open an email based on the subject line.More than 1/3 of people
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Source: Litmus
30-40 characters max
6-10 words max; 4-7 has greatest response
Control “pre-header” text
Size matters.
Keep it short.
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Now, Later, Never
2SECONDS2WORDS2
TODAY
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Great Subject Lines = Email Opened
Top Appeal
5 ways you can . . .
Sense of Urgency
Last day for . . .
Personalize
You make change happen
Ask a Question
Can we count on your support today?
Holiday Tie-In
Celebrate Thanksgiving by
helping neighbors!
Stay “In the Know”
13 ways your team can earn x
Source: https://www.causevox.com/blog/fundraising-email-subject-lines/
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Finding Inspiration
Check the news!
Magazine headlines/covers
Look at what others are doing
Blog titles
Tweets with lots of engagement
‘Listicles’ that make you curiously click their headlines like:
– Buzzfeed
– Upworthy
– Mashable
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Monday Monday Monday Monday Thursday
Educational Organizations
Health & Social Services
Arts and CultureGovernment
AgenciesReligious
Organizations
When is it best to send emails?
4:00 am 5:00 am 6:00 am 5:00 pm 12:00 pm
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Mistake: Too much information
Average person spends 10-15
seconds on each email they open
Aim for 180 to 250 words at most for
your emails.
Source: Marketing Sherpa
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Mistake: Writing to please your English teacher.
• Not an annual report• Not an academic paper• Incomplete sentences – OK!• Fragments – OK!
Write the Way Your Audience
Speaks
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Which impression do you prefer?
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Limited sending
No formatting control
Susceptible to filters
No cohesive branding
Potential SPAM complaints
No tracking or reporting
Why regular email doesn’twork
Why regular emaildoesn’t work
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Email marketing
best practices that automatically:
Provide beautiful templates
Reinforce brand identity
Manage subscriptions
Ensure email delivery
Track results
Obey the law
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Agenda
EmailSocialMobile
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
New Word of Mouth? Engagement
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
78% say a company’s
social media posts influence their
purchases
73%are likely to buy
from a brand that responds
on social media
84%of social media users share to
show their support for a
cause
Impact of Social Media
Social Media Today; Classy.org
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
The Danger!
“Without a STRATEGY
and without
INSIGHTFUL CONTENT,
you’re just hanging with the kids.”
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
5 Step Strategy1. Goals – Why are you there?
2. Tactics – Specific action steps.
3. Prioritize - Highest value / least effort.
4. Assign – Who is responsible?
5. Analyze and adapt – a MUST!
BufferApp.com
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Essentialism: Greg McKeown
If it’s not a clear YES, it’s a clear NO.
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Facebook Stats
2 Billion Monthly Users
More than 1 Billion Log In Every Day
Advertisers grew from 2 million to 3 million in the past year.
Average Person could see 300 – 600 posts / hour. Facebook will show you about 12 of them.
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Organic Reach 2017
Hovering at about 2%
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
The Facts
Organic Reach will Eventually
Arrive at Zero
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
The Facts
In the Meantime,
There are Still Things
We Can Do
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
8+ Ways to Create Content that Gets Noticed
1. Compelling Headlines – with content that delivers.
⬜ Headline Analyzer -coschedule.com/headline-analyzer
⬜ Emotional Marketing Value Headline Analyzer -http://www.aminstitute.com/headline/
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
2. Emotional Words⬜ Happy Birthday (not Happy Anniversary)⬜ Celebrations! Congratulations!
8+ Ways to Create Content that Gets Noticed
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
3. Live Video – Big visibility here!⬜ Talk about your products all you want. No ding!
8+ Ways to Create Content that Gets Noticed
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Facebook Quote
“Now that
more and more people are watching Live videos,we are considering Live Videos as a new content type—
different from normal videos—and learning how to rank them for people in News Feed. As a first step, we are making a
small update to News Feed so that
Facebook Live videos are more likely to appear higher in News Feed when those videos are
actually live,compared to after they are no longer live.”
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
4. Not everyone likes video.⬜ Experiment with different types of content.
⬜ 5 Types of Content: Text, Links, Images, Video, Live Video
■ Discover what your audience prefers.
8+ Ways to Create Content that Gets Noticed
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
8+ Ways
5. Post regularly.⬜ Recency is an important signal of
relevancy.
6. Use Audience Optimization⬜ Describe your ideal target audience.
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
8+ Ways
7. Repurpose Content . . .⬜ Into different post types (text, image, video)
⬜ As links from different sites (webpage, Twitter, Pinterest, LinkedIn, etc.)
8. Curate Content⬜ Share 3rd Party Content
⬜ Guest Blog
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
8+ Ways
9. Follow and Watch Others . . .⬜ Your Competitors
⬜ Industry Influencers
⬜ Businesses with a Similar Audience
⬜ Others Who Do Facebook Well
⬜ And Model Them
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
4 Things to Never Do
1. “Please Comment” “Please Share” etc.⬜ Negative keywords Facebook is tracking.
2. An Organic Pitch⬜ Anything for sale. Even if it’s free.
3. Posting the same link rapidly in succession.
4. Assume that what worked 6 months ago will work today.
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Agenda
EmailSocialMobile
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?What is the #1 App on Cell Phones?
More than half of all emails are opened on a mobile device
A: Email
More people own a cell phonethan own a toothbrush!
Source: Litmus
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Mobile First
Jonathan Barnard
Head of Forecasting
Zenith Media
Consumption Forecasts
“70% of
internet use
is now on a
mobile.”
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Mobile First
20182014 2016
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Is my website mobile friendly?
Mobile Friendly Test
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
59
Communicate through Images
Avoid copyright issues Use your own photos
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Micro-Interactions
Micro
Interactions
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Cool Tool
Canva.com
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Cool Tools
Copyright Free Photos:Pexels.comUnsplash.comMorgueFile.com
Emojis & Their Meaning:Emojipedia.org
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Cool Tool
SimplyMeasured.com
Resources Free Tools
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?Cool Tool
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?250,000 Libraries of Congress
Lynn Ruby
RubyMarketingSystems.com
480 836 8627
1/25/2018
Should your first impression be this: Or this?
Strategy
Give Value
Build Relationships
