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Why Email is Madonna, and Facebook is Lady Gaga
More Alike Than Different
Jay Baer
President, Convince & Convert
Co-author, The Now Revolution
Facebook & Email
Let’s be
friends!
• Email and Facebook are strategically, operationally, and tactically aligned (or should be)
Don’t PANIC
58% of Adults in U.S.
Check Email
First Thing in the
Morning
ExactTarget, 2011
77% Prefer Email
For
Promotional
Messages ExactTarget, 2012
of American
Social Media
Users
Are Embracing
Second Tier Networks The Social Habit, 2012
27%
MUST GET
MORE FANS
- ON -
FACEBOOK!
Myth
My
th
44% of Corporate Social Media Marketers Look at Facebook as a Way to Get
New Customers
Wildfire, 2012
My
th 84% of Fans of Company
Facebook Pages are Current or Former Customers
DDB, 2011
But…
My
th
We Like What We Like
My
th
Accidental Marketers are
the Exception, not the Rule
My
th
This helps
me remember
you!
So does this!
More Alike Than Different
3 Areas of Integration:
• Operations & Measurement
• Channel & Audience
• Message & Content
Operations & Measurement Integration
similar
metrics
Subscribes
Unsubscribes
Opens
Clicks
Forwards
Likes
Hides/Unlikes
Reach
Engaged Users
Shares
Imaginary Friend? or Imaginary Math?
Value Facebook through email:
TRUE cost per email sent
X unique click-through rate
= cost per click
2 cents per email sent
Unique CTR of 5%
= Cost per click of 40 cents
Value Facebook through email
Pagelever.com
Facebook total clicks
X cost per email click
= value of Facebook clicks
736 clicks
Cost per email click = 40 cents
Value of Facebook clicks = $294.40
through email Value Facebook
Cross-channel analysis is much easier if the data is
shared internally
Your Email People and Your Facebook People Should Be the Same People
Show of HANDS
List Growth & Segment Integration
INBOXES are Exploding
• Email opt-in
• RSS subscription
• Twitter follow
• Facebook like
• Linkedin follow
• Pinterest follow
• Instagram follow
• YouTube subscription etc. etc. etc.
Build a TOUCHPOINT corral
• Average email open rate ~ 25%
• Average Facebook visibility ~ 10%
• Average Twitter visibility ~ ????
Chances any one customer/prospect will see a single communication from your brand? Slim.
Surround your audience with connection options
when people ask for a COOKIE offer them more than ONE
Email opt-in via Facebook tab app
Facebook promotions and interactivity to (also) gather opt-ins
Facebook Like request in email opt-in confirmation message
Facebook Like request on email unsubscribe page
Create socially active segments
My
th Although Imperfect, Consider
Mapping Email Addresses to Klout Score with Twitter Data Connect
And…
Increase opt-in conversion rate with social sign-in
My
th 77% of Website Visitors Prefer Social Log-in Over Creating a
New Account
Win/Win
Janrain, 2012
Message Integration
Time of day and day of week testing
• Email open/click rate windows applied to Facebook posting schedules
• Facebook interaction windows applied to email sending windows
Mine Facebook Insights for….insights
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Headline testing
• Winning email subject lines applied to Facebook ads
• Winning Facebook ad headlines tried as subject lines
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Image testing
• Try email images with high CTR in Facebook posts
• Try images that drive high Facebook engagement in email
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Deploy Facebook content in email
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Facebook popular products in email
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Mine social chatter for email topics
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
CTA cross-promotion (especially to
social segment)
Throw Email gas on a Facebook fire
Pagelever.com
Email clicks = Facebook
Engaged Users Email forwards = Facebook People
Talking About This
Imaginary Friend, or Imaginary Math?
Unify the editorial calendar
• Content Software
• Social Software
• ESP
• Excel
Show of HANDS
My
th That’s 16 Ways to Integrate Email
and Facebook
So…
Silos are for
Suckers
Your Customers
don’t care
about your
ORG Chart
FRIENDS = results
Session Speaker
53
Jay Baer President, Convince & Convert
• Social Media and Content Accelerator Firm • World’s #1 Content Marketing Blog (says Content Marketing
Institute) • Co-author of The Now Revolution
• Author of Youtility (June, 2013)
• Host of Social Pros podcast (SocialPros.com)
• Former award-winning email marketer
@jaybaer
