How To Use Social Elements to Achieve Specific Email Goals Marc - - PowerPoint PPT Presentation

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How To Use Social Elements to Achieve Specific Email Goals Marc - - PowerPoint PPT Presentation

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How To Use Social Elements to Achieve Specific Email Goals Marc Majers Manager of Web Development The Cleveland Institute of Art Friday, January 22, 2010 What is The Cleveland Institute of Art? The Cleveland Institute of Art (CIA) is a

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Marc Majers Manager of Web Development The Cleveland Institute of Art Friday, January 22, 2010

How To Use Social Elements to Achieve Specific Email Goals

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What is The Cleveland Institute of Art?

The Cleveland Institute of Art (CIA) is a premiere college of art and

  • design. We enroll 500 students in

sixteen degree majors. http://www.cia.edu

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Key Takeaways

  • 1. How are social media (SM)

and email related?

  • 2. How can SM translate for

success at your

  • rganization?
  • 3. How is CIA using SM? And

tips for how you can too.

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  • 1. How many use SM personally?
  • 2. How many have SM presence

for your business?

  • 3. How are you using the medium

in your communication plan?

How Are You Using SM?

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Email Defeated

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Online Functions

Popular Online Activities

  • 1. Search
  • 2. General interest portals and

communities

  • 3. Software manufacturers
  • 4. Member communities (aka

social media)

  • 5. Email

* Nielsen March 2009 Report

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Preference?

Personal Communication

  • 1. Phone calls (99%) $, need phone number
  • 2. Facebook (96%) Free, need email address
  • 3. SMS (93%) $, need phone number
  • 4. Email (91%) Free, need email address

*Dec 16, 2009 survey of 300 consumers in Boston, U.S. by PR agency Prompt

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Email Is The Root

“All social media still revolves around the email address. Email is not dead.”

– Jeff Rohrs

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Email Required

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Email and SM are related:

Default settings in social media sites trigger

  • emails. You need to cultivate the medium

and make them work together.

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  • Search engine optimization
  • Search engine marketing
  • A/B testing
  • Mobile
  • Social media
  • Email marketing

Engaging Website Users

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Measure and Capitalize

  • Market
  • Measure
  • Improve

Drive Email and SM To Your Site

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Claim Your Spot?

Top Social Networks and Business Uses:

  • Facebook - fan page
  • MySpace - ads
  • Twitter - alerts
  • LinkedIn - groups

*Dec 2, 2009 report on Inbound Links, Alexa Rank and Compete and Quantcast traffic.

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Users Not Sure

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Users Not Sure

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ROI of SM

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How Are You Using SM?

The Cleveland Institute of Art is primarily using the web alert function at this time.

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1) Identify and Learn Internal Knowledge: Goals, measurement of success, target audience, review Web stats External knowledge: Competitor research, keyword strategy Identify scope: Budget, technologies 2) Design and Build What is your editorial cycle and plan? Do you have a writer on staff? Can you repurpose content from your email newsletter? Keyword density 3) Promote and Optimize Review social media stats - Use as gauge for content Review analytics Promote social media site on website, email, etc.

Plan of Execution

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Finding Value In Social Media

  • 1. What is your goal?
  • 2. Who is your audience?
  • 3. How will you measure success?

Today: Discuss one way using Twitter successfully

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What Are Your Goals?

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Using Social Media

1 Find value - determine goals 2 Create content plan - write 3 Execute and optimize - tools and track

Today: Discuss one way using Twitter successfully

Create a process that works for you

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How Does CIA Use SM?

  • 1. Generate buzz
  • 2. Sell products
  • 3. Discounts
  • 4. Content research
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CIA Success Story

June 2008 – No presence in social media June 2009 - 1,100 friends on Facebook 700+ followers on Twitter June 2009 - #10 referrer out of 1000 - Facebook #14 referrer out of 1000 - Twitter

  • Website traffic up 20%
  • Online enrollment up significantly
  • Event traffic up 15% from past years
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SM Muscle

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  • 1. Editorial calendar
  • 2. User generated content
  • 3. Create writing team
  • 4. Every tweet has link back to site
  • 5. Repurpose content
  • 6. Write about your passions

Today: Discuss one way using Twitter successfully

Create SM Content Plan

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1. Continue to gather email Addresses 2. Categorize your Facebook friends 3. Send invitations for events and announcements to friends 4. Put links to social media in email campaigns

SM Plan of Attack

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10 Twitter Apps You Need to Drive Traffic to Your Website

  • 1. Mass deliver your message – Ping or Hellotxt
  • 2. Track analytics - Twitclicks
  • 3. Multimedia connect - Twitpic and Twitvid
  • 4. Pre-schedule Tweets - Twuffer
  • 5. Manage account - FlashTweet
  • 6. Download a Twitter browser - TweetDeck
  • 7. Join a Twitter Group - Grouptweet
  • 8. Find a Mobile Twitter app - Tweetie
  • 9. Search Twitter / Track Keyword - Twitterfall / TweetGrid
  • 10. Connect a Twitter Helper - Twitthis
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Questions

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Credits/Thank You

Big Thanks to:

  • The Cleveland Institute of Art
  • Knotice
  • MarketingSherpa

Marc Majers, Manager of Web Development The Cleveland Institute of Art mmajers@cia.edu @marcmajers