XCOM Media - Email and Social Media Integration
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This document discusses strategies for integrating email and social media. It begins with an introduction to the presenters and StrongMail. It then discusses how people engage with different communication channels like email and social media. The rest of the document outlines 10 strategies for creating value through integration, such as making content easy to share and providing incentives. It also discusses the benefits of integration, like increasing reach. The document concludes with a case study of how Tourism Queensland used integrated email and social media campaigns to acquire new subscribers and social media followers.
XCOM Media - Email and Social Media Integration
- 1. Welcome
- 2. Email and Social Integration Essential Considerations in the Digital Strategy Mix Rob Bell + Darren Sutton (XCOM Media)
- 3. Today we will cover: 1 Using Email and Social Media 2 Strategies to create value 3 Outcomes and Benefits 4 Tourism Queensland case study 5 A Strategic Survey
- 4. A little bit about us • Leading independent digital marketing and communications agency • Work with some of Australia’s leading brands • Offices in Brisbane, Sydney & Melbourne • A team of over 20 specialist staff • A passion for producing digital work that gets noticed and achieves results • Exclusive APAC partner for StrongMail Systems !
- 5. About StrongMail • Industry-leading email and social media marketing technology platforms • Founded in 2002 - Headquartered in Silicon Valley • Over 550 customers, catering to mid-sized to Fortune 2000 brands • Customers include some of the world’s largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industries
- 7. Poll time – a show of hands… 1. Who checks email before breakfast ? 2. Who checks Facebook before breakfast ? 3. What about Twitter ? 4. And LinkedIn ? 5. Who checks all ?
- 8. Brands Plan to invest heavily in social media channel growth
- 9. Is this how people really feel about email and social media ….. ?
- 12. Technologies change, but the key things are the same… 1. Know your audience 2. Understand their behaviours and desires 3. Use the benefits of different mediums
- 13. It’s about crafting messages that connect with people and provide real value in their life Do I care ? Why would I share ?
- 14. Integration is like an orchestra… Multiple instruments + perfect timing = one amazing sound experience
- 15. So how do you achieve this? Take your channel plans and content strategies and move to conversation strategies
- 16. Push Pull
- 17. Cause Conversations and Traffic
- 18. Be relevant and add value
- 19. Strategies to create value #1 > Make it easy to share and connect
- 20. Strategies to create value #2 > Provide Incentives to share
- 21. Strategies to create value #3 > Cross promote and capture data
- 22. Strategies to create value h"p://www.xample.com.au/spin-‐and-‐win/ #4 > Competitions go viral
- 23. Strategies to create value #5 > Mobile for servicing
- 24. Strategies to create value #6 > Technology can make life easier
- 25. Strategies to create value #7 > Drive traffic from the audience
- 26. Strategies to create value #8 > Be local
- 27. Strategies to create value #9 > Test, track and learn what works
- 28. Strategies to create value #10 – Be passionate and entertaining
- 29. Outcomes and Benefits #1 > Subscriber and social profile growth
- 30. Outcomes and Benefits #2 > Extend reach through sharing
- 31. Outcomes and Benefits #3 > Multiple platforms increases the chance of your messages being seen and acted on
- 32. Outcomes and Benefits #4 > Provide options for connecting
- 33. Outcomes and Benefits #5 > Identify key influencers and advocates h"p://www.influencersfilm.com
- 34. Case Study Tourism Queensland’s Passport to Shine
- 35. Challenge • Launch new global brand “Queensland, Where Australia Shines” • Acquisition of Facebook ‘Likes’ and new email subscribers Solution • Facebook application that encouraged repeat visitation • Maximum ‘shareability’ – integrating email, Twitter and Facebook • Supported by carefully crafted email marketing strategy • Targeted Facebook media buy • Geo-Targeting Key Markets with bonus prize opportunities
- 36. Campaign Email Strategy • Campaign Launch x 1 • New Experience/Phase Notification x 2 • Reminder to Share – Bonus Entries x 3 • Final Remarketing Campaign x 1 Triggered Email Strategy • StrongMail Integration with the Facebook application to maximize sharing potential • Forward to Friend triggered emails • Entry Confirmation triggered emails
- 37. Social Strategy • Highly shareable • Twitter Integration • Facebook Sharing Media Strategy Facebook Media Buy targeted tactics: • Reach blocks – Malaysia and New Zealand • Like Ads • Key market targeting in bonus weeks
- 39. And the results? • 797,000 entries from 137 countries Sharing • Unique Email Shares – 641,842 • Facebook Shares – 82,656 • Twitter Shares – 4195 Acquisition • Facebook Likes increased from 35k to 258k in just 6 weeks! • 110,000 New Subscribers (unique)
- 40. Audience Participation Time! What is your single highest priority email and social media integration tactic? twtpoll.com/xcommedia
- 41. Any Questions?
- 42. Thank you! @xcommedia @strongmail www.xcommedia.com.au www.strongmail.com