Social Email Marketing: Why are you uniquely prepared for the social onslaught? The Lohan Effect #SMMSF
This presentation took place at the Social Email Marketing event, put on by Influence People with lead sponsor Constant Contact. The conference took place on Friday, September 17, 2010 at the Hotel Nikko in San Francisco, CA. Tyler looked at the similarities and differences between email marketing and social marketing – explaining the lessons you can apply today to translate your email marketing experience into social marketing success.
I really enjoyed the presentation, but unfortunately Tyler spoke a bit fast for me to catch more, so hopefully the presentation is clear enough! The speaker was:
- Tyler Willis, Head of Brand Management, Involver (@TylerWillis)
Bullet Point Review!
- We always focus on ‘what’s changed’ but really successful marketers ask ‘what’s remained consistent’?
- Framework is the same.
- Subscribe -> engage -> convert.
- The key to making great art is all in composition.
- What’s changed?
- Social proof influences your outcomes.
- Mistakes are now public.
- Targets talk back.
- You have to pay attention to a lot more locations.
- You have less space & more options.
- Your messages don’t always get delivered.
- The KPIs are different.
Here’s Tyler’s’ slide presentation:
Social Email Marketing: Small Tweaks, Big Impact! The Power of A/B Testing #SMMSF
This presentation took place at the Social Email Marketing event, put on by Influence People with lead sponsor Constant Contact. The conference took place on Friday, September 17, 2010 at the Hotel Nikko in San Francisco, CA. In this session, Shelley discussed how even the most simple tweaks and A/B testing techniques in email can improve KPIs and significantly impact traffic to your site.
I felt bad for Shelley, as earlier in the day some folks had bagged on MySpace. But Shelley recovered nicely and the testing data she presented was informative and sometimes surprising! The speaker was:
- Shelley Beaumonte, Online Marketing Manager, MySpace
Bullet Point Review!
- Almost any email variable can be tested.
- Determine your success criteria before sending email.
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Variable Open Rate CTR CTO Subject X Design X X Frequency X X - Lessons learned:
- Test 1 variable at a time, or else you won’t know what factor actually affected the data.
- Don’t abandon the losing variable completely, you can still tweak it.
- Know the objective of your email.
- Never assume a small change = small results.
- There’s no standard minimum sample size. No one number but you want it to be statistically significant.
Here’s Shelley’s’ slide presentation:
Social Email Marketing: Finding Influencers in Your CRM & Making Advocates #SMMSF
This presentation took place at the Social Email Marketing event, put on by Influence People with lead sponsor Constant Contact. The conference took place on Friday, September 17, 2010 at the Hotel Nikko in San Francisco, CA. In this interactive session, Chase explored how to go from boring CRM to Social CRM discussing the importance of knowing your customer, segmenting out advocates and understanding who and why they are following or “Liking” you.
I felt like this was mostly a pitch for the company, which was a little discouraging. But some of the info was useful, hence the notes I took. The speaker was:
- Chase McMichael, Co-Founder and CEO, InfiniGraph (@chasemcmichael)
Bullet Point Review!
- There are 4.6 billion cell phones.
- 500 million users on Facebook.
- Facebook Connect – you don’t even need email anymore.
- If you integrate that, you might just have given up control.
- An affinity map provides insight for co-marketing.
- InfiniGraph ranks shared content based on people, context, influence, and brand affinity.
- Your “stream” must induce clicks (Facebook, Twitter).
- If a consumer is active around your brand, they’re sharing details with friends.
Here’s Chase’s’ slide presentation:
Social Email Marketing: From Fans and Followers to Customers and Advocates #SMMSF
This presentation took place at the Social Email Marketing event, put on by Influence People with lead sponsor Constant Contact. The conference took place on Friday, September 17, 2010 at the Hotel Nikko in San Francisco, CA. Jacob explored changes in customer demands and expectations and looked at how organizations can work with the new “social customer” via Social CRM.
Jacob’s hatred of American Airlines made the presentation pretty hilarious. I was unfamiliar with the concept of Social CRM, so this was really enlightening. The speaker was:
- Jacob Morgan, Co-Founder, Chess Media Group (@jacobm)
Bullet Point Review!
- Email is just another marketing channel.
- 43% of consumers say companies should use social media to solve customers problems.
- Only 7% of organizations understand CRM value of social media.
- #1 thing people care about when purchasing products are personal experiences.
- Traditional CRM involves marketing, sales, and service & support all leading to the customer.
- Social CRM rotates those three things around the advocacy and experience of the customer.
- Building a powerful advocate is important no matter what channel.
- Don’t bribe your customers, fix the problem.
- Download a free white paper on SCRM at the Chess Media Group website
Here’s Jacob’s’ slide presentation:
Social Email Marketing: Growing an Email Newsletter using Social Media #SMMSF
This presentation took place at the Social Email Marketing event, put on by Influence People with lead sponsor Constant Contact. The conference took place on Friday, September 17, 2010 at the Hotel Nikko in San Francisco, CA. StartupDigest has grown from 22 subscribers in November 2009 to 67,000+ subscribers today. Chris discussed how social media was used to grow the subscriber base providing actionable strategies to integrate social media into sign up process, pairing blog posts with social media, and using different content types.
Chris was very energetic, and I appreciated his casual presentation. It was a loose case study of what how he grew his own business, so you know the methods work! The speaker was:
- Chris McCann, Co-Founder, StartupDigest (@mccannatron)
Bullet Point Review!
- Make it really easy and clear that you want people to sign up for a newsletter.
- We love newsletters because:
- Brand recognition.
- Only need to get the subscriber once.
- Trusted source (quickly).
- Push vs. Pull.
- Highly targeted niche audience.
- Use social proof on landing pages.
- Introduce share into sign up process.
- Simplify your landing pages.
Here’s Chris’ slide presentation:
Social Email Marketing: Email as the Hub of your Social Media Interactions #SMMSF
This presentation took place at the Social Email Marketing event, put on by Influence People with lead sponsor Constant Contact. The conference took place on Friday, September 17, 2010 at the Hotel Nikko in San Francisco, CA. In this session, Mark shared insights from small business owners and provided real world examples of how social media marketing delivered the best results when combined with email marketing.
I loved that real examples were used of small companies that no one on the national scene has heard of that used social media locally for their business. It was some thought-provoking stuff! These small businesses made email and social media work together to maximize their results. The speaker was:
- Mark Schmulen, Director of Social Media, Constant Contact (@mschmulen)
Bullet Point Review!
- The typical small business has less than 20 employees.
- Instead of asking “Should I be using Facebook?”, small businesses are now asking, “How do we get business results from this?”.
- Traditional marketing focuses on the acquisition. The emphasis is put on finding, then converting, then keeping.
- Interactive marketing focuses on the customer service. The emphasis is on keeping, then converting, then finding.
- There’s 5 categories of people when it relates to your business:
- Disinterested
- Suspects
- Prospects
- Customers
- Raving Fans
- Don’t waste your time on the disinterested and focus on the rest.
- 14% of people trust ads, 78% trust recommendations.
- 51% of people made a purchase based on a recommendation.
- Turn your email subscribers into Facebook fans.
- All the channels matter – it’s about the customers and their choice of how they want to interact. Be wherever they are.
- You need to collect people’s emails because that’s longer lasting than some social media sites will be.
- Putting a share feature in emails clearly increases sharing, but it also decreases people reporting your email as spam. This helps your reputation with the ESPs in the future.
Here’s Mark’s slide presentation:
