Integrating Marketing Programs Across Social, Mobile and Email Channels

How Companies Are Using Social, Mobile, Local and Email HEw Imagradodl ane yaur 6% To achieve maximum impact, you should aim to 12% 17% integrate mocial efforts whenever possible, capturing email addresses via Facebook, driving your Twitter followers to your blog with a teaser tweet, and blogging about an exclusive SMS promotion-and vice versa. IighdyImegrsred 65% drEnrekfared in FratarrexCamav 50% As consumers become increasingly "channel-choosy- preferring SMS for flight delay notifications, email for upgrade and mileage status, and a Facebook feed for airline promotions, for example- offering more options could be the difference between strongly engaging a customer or prospect and having that contact opt out. 40% 30% 20% 10% 0% Email SMS Phone Linkedin Other Tvitter follow Disectinail/catalog Ratio of email subscribers to "likes" or followers Social media channel Facebook 70:1 While marketers adding mobile applications to their communication arsenal will likely gain an edge on the competition, they would be wise to pair these applications with an email welcome program that provides tips on getting the most out of their respective apps. Twitter 90:1 Does your company have a mobile app? Plan to launch in 2012 Given most companies' larger email list sizes, marketers should use the channel to promote their Plan to launch organization's social pages. Within your emails, invite subscribers to "like" or "follow" your social network pages, include social-sharing links where applicable, and drive return traffic by announcing special promotions on Facebook, etc. 13% in 2011 37% Yes 17% No 33% tacbou Marketers shouldn't miss the chance to use social pages as a collection point for opt-ins to the email program. If you have a Facebook page, for example, make Meoej Mountainsering sure to place an email opt-in link/form there, following the same best practices you would elsewhere. LIKE US And don't forget about mobile. While few people on a trade show floor are walking around carrying a laptop (if they can even get a Wi-Fi connection), most if not all er dent of them will have a mobile device. Encourage them to opt in to your email program via SMS. On the retail side, invite consumers to opt Despite the potential of local check-in programs to engage customers, only 1 in 10 survey respondents is currently implementing such a program or planning to do so. Marketers should take a careful look at whether a local check-in program makes sense for their business. Do you plan on implementing local check-in tank in to your email program at the point of purchase via texting their email address, greatly increasing opt-ins and reducing the bad addresses and bounces that can 18% 6% campaigns? Yes result from human error. INo Plan to implement 74% I Don't know By thinking more strategically about your mocial goals, leveraging each channel to strengthen the other, and constantly shifting your use of these channels to match consumer usage patterns and expectations, you'll be on your way to achieving success in this new mocial world. Facebook newsfeed ltag/RSS feed Tube follow Mobile App