How to cleverly combine social media and marketing for maximum impact. Presented By: Don Farrell & Aoife Ross, Circulator.

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1 How to cleverly combine social media and marketing for maximum impact Presented By: Don Farrell & Aoife Ross, Circulator.com

2 V s other Direct Channels marketing generated an ROI of $42 for every dollar spent on it in Outperforming all other direct marketing channels. Total Revenue Generated in 2009.$500bn!! Serious? Forecast - total spend for will grow from $11.9 billion in 2008 to $27.8 billion by 2013 More than half of online consumers have made a purchase as the direct result of an . More than any other online communication channel. Have yours?

3 Ireland 2011 Amas Report continues to be the most popular online marketing format Used by 67% of Irish marketers.. But in general is not being used properly!!

4 Marketing In Ireland % of the random consumers we surveyed said that they had made a purchase as a result of receiving an , almost half of these (16%) on more than one occasion.

5 Evolution of Marketing Plain Text with attachment Image Based with tracking Optimized, Automated..

6 What do Companies use marketing for?

7 How to successfully integrate into your marketing mix

8 Technical Issues - Example of Nice Marketing..

9 Technical Issues - But what if images don t download? Main CTA was Image based should be HTML Use Alt Tags to prevent client from auto inputting text Keep the T&C s short!!

10 Example With & Without Images Only 30-40% of People See This 60-70% of People will see this

11 Optimised HTML - With & Without Images Only 30-40% of People See This 60-70% of People will see this

12 Technical Issues - Get a good mix of images & html Images Downloaded Only 30% of people will see this But at least everyone will see this So What / Why Bother? 36% uplift in direct SALES

13 How do people inteact with .. People scan s to determine if the content is relevant.

14 Define the Types of Campaigns you are going to run Strategy New Business Campaign Plan Loyalty Campaign Touch Campaign Design Viral Campaign Cross Sell Campaign Analyse Improve Special Offer Campaign

15 What clients do people use? sent to 27k European Business Addresses Sector Energy A recent campaign to an Online Marketing Audience - 32% opened it on a Smart Phone

16 Split Testing increases ROI The Process Why Test? It makes the messaging more relevant! Testers achieve higher return.. Up to 60% higher!! Small changes can make a big difference Good news - most marketers don t

17 B2C Split Testing Results Jan 2011 Best performing time is 2:30pm which produced a 21.5% interaction (double the campaign average) SendDate Send Day / Time Interaction % 01/17/2011 Mon /17/2011 Mon /17/2011 Mon /18/2011 Tue /18/2011 Tue /18/2011 Tue /19/2011 Wed /19/2011 Wed /19/2011 Wed /20/2011 Thur /20/2011 Thur /20/2011 Thur /21/2011 Fri /21/2011 Fri /21/2011 Fri /22/2011 Sat /22/2011 Sat /22/2011 Sat /23/2011 Sun /23/2011 Sun Average

18 Use marketing to help your SEO Google loves new relevant content why not use your marketing activities to improve your SEO by automatically archiving your messages with 'seo aware' tags. Integrate with Google Analytics and close the loop.. Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement

19 Irish Online Usage MRBI % of Irish Internet users used social Media in Dec 2010 Hours - average time we spend online each month 9% of us are using LinkedIn % of over 50 s online % of them use % use Skype

20 Viral Marketing.. 77% of Irish Internet Users have a Facebook Account 50% of total population ( over 15) have a Facebook account Avg of 4 hours per month compared to 22 minutes on RTE.ie 1,865,000 Irish accounts Increase of 175k users in last 6 months

21 Viral Marketing In Ireland % integrate their marketing campaigns with Facebook and 45% with Twitter

22 Engage with Customers directly Convert prospects to sales Segmentation Tracking Marketing Private Forum More control of content and data Social Media Multi platform Engaging and Viral Develop a personal tone User generated content Better SEO Public Forum Less control Cost effective reach

23 Develop a plan that incorporates your traditional strategy Digital Traditional Decide which platforms to use Design your templates to include Social Media Invite your community to comment Marketing Strategy Prepare six month content plan Ensure your objectives are clear across all mediums Filter content from social media back to your website

24 Get your customers talking to eachother Purchases create conversations Conversations create purchases So get your customers talking to each other.

25 Viral Marketing..Sharing Q: When you want to share something from the Internet with your friends or family, such as a video, link or article, what methods do you use?

26 Allow people to Share your s.. As a result of one person receiving our newsletter, 1000 new people received it. Why? The info was relevant!

27 Use Facebook to Grow your Database

28 Data Growth & Auto Responders Auto Responder - Conversions

29 Data Growth & Auto Responders Auto Responder = Conversions

30 Multi Tier Viral Campaign Example..

31 Coupons Drive Footfall Allow people to share the coupon

32 Example Data Growth Campaign..96% increase over 2 months

33 With Integrated Video & Sharing interction rates + 150%

34 Questions & Answers Presented By: Don Farrell & Aoife Ross, Circulator The 3 W s:

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