We know from what happens in 60 seconds in social media that we love to share on social networks. This amplification is what makes social media so powerful. We also know that with so many social updates, getting cut-through with social media can be difficult. Step forward email marketing which still offers reach and engagement. The obvious question; how can we integrate them - can they be "better together"? This was the topic for a recent presentation I gave at the eCircle Connect Europe 2012 event. The full presentation is available at the end of this post, but I thought I'd share some of the great examples of companies integrating social media into their email marketing. Thanks to Tim Watson for sharing some of these with me.
Creating shareable content isn't quick, cheap or easy, you need to start by reviewing what engages your audience and find those who will share. We've talked before about the power of the Forrester Social Technographics ladder, here's the latest version which shows that many will lurk, spectate, so you need to find the creators and conversationalists and the content that will work for them.
Social integration works best in the context of the touchpoints with the brand, so mapping out what happens through the customer lifecycle should give more relevance and improved sharing. This is a great example of how to map out this strategy completed by eCircle for Halfords.
With that background, onto the examples:
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
Start the discussion on our community and social networks
Recommended Blog Posts
Take note of these 5 tips for keeping your campaigns relevant to newer generations A lot has been said about millennials. You know who I mean, you’ll have seen the definition a million times: those born between 1985 and 2000, …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Amazon’s business strategy and revenue model: A history and 2014 update collI’ve used Amazon as a case study in my books for over 10 years now since I think all types of businesses can learn from their digital business strategy. From startups …..