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Social Media and eMarketing

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Belinda Filippelli

on 21 July 2013

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Transcript of Social Media and eMarketing

Understand your Audience
Engage with Great Content
5 Tips for Integrating Social Media Activities
eMarketing & Social Media
Social networking is
the most
popular online activity
82% percent of the world’s online population
1.2 billion users
In October 2011, Social Networking ranked as the most popular content category in worldwide engagement

Nearly 1 in every 5 minutes spent online is now spent on social networking sites
Develop a “Buyer Persona”
Personas are fictional representations of your ideal customers, based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
By addressing their
What are the biggest problems they are trying to solve?
What does he or she need most?
What information are they typically searching for?
What trends are influencing their business or personal success?
Adidas, in a six-month long campaign, wanted to increase the number of connections on its Facebook page, generate video engagement, and re-introduce itself as a modern, trendy fashion brand. The company introduced the campaign that featured Premium Video Comment Ads targeted at 18- to 34-year-olds in 11 different countries. The company used keywords like “Star Wars,” “science fiction,” “fashion,” and “Lady Gaga” in people’s Likes and Interests to target them as well.
The Adidas Originals Facebook Page reached almost 230,000 fans, a 6% increase.
The video ads resulted in over 722,000 engagements
The Originals store had steadily increasing traffic during the campaign on Facebook.
Many customers noted their interest in the product came from the social media site.
Relevant, engaging content is the key to inbound marketing
Content drives engagement which drives virability
Increases web traffic
Improves Search Engine Ranking
Drives Brand Awareness – generates new leads and nurtures existing leads
Provides signals for market research
6/10 Reasons fans “unlike” a page are directly related to content!
1. Use Social Media to Build Customer Loyalty
Social Media platforms like blogs, Facebook, Twitter, YouTube and others can help provide businesses with opportunities to enhance customer relationships in real time.
Put social media to work to improve brand loyalty so customers will want to promote your company in a positive way:
Monitor customer comments
Identify customer needs through a survey that you promote via social media
Address customer complaints, resolve the problem and blog about how you took care of it
Engage customers by encouraging them to share feedback directly via comments on blogs or on Facebook and Twitter
Encourage satisfied customers to share their experiences on social media sites
Email and social media go together like Batman and Robin. They both can be effective on their own; however, when combined, their powers can help exceed your marketing goals.

9 ways to integrate email marketing and social media:
Include social icons in emails
Ask email subscribers to share and connect
Send a dedicated email campaign
Provide incentives
Promote email sign-up via social networks
Build an email opt-in form on Facebook
Promote email marketing on your blog
2. Include Social Media links and sharing CTAs in your email marketing
Full transcript