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 premiere college of art and design. We enroll 500 students in sixteen degree majors. http://www.cia.edu
Key Takeaways 1. How are social media (SM) and email related? 2. How can SM translate for success at your organization? 3. How is CIA using SM? And tips for how you can too.
How Are You Using SM? 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?
Email Defeated
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
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
Email Is The Root “All social media still revolves around the email address. Email is not dead.” – Jeff Rohrs
Email Required
Email and SM are related: Default settings in social media sites trigger emails. You need to cultivate the medium and make them work together.
Engaging Website Users • Search engine optimization • Search engine marketing • A/B testing • Mobile • Social media • Email marketing
Drive Email and SM To Your Site Measure and Capitalize • Market • Measure • Improve
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.
Users Not Sure
Users Not Sure
ROI of SM
How Are You Using SM? The Cleveland Institute of Art is primarily using the web alert function at this time.
Plan of Execution 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.
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
What Are Your Goals?
Using Social Media Create a process that works for you 1 Find value - determine goals 2 Create content plan - write 3 Execute and optimize - tools and track Today: Discuss one way using Twitter successfully
How Does CIA Use SM? 1. Generate buzz 2. Sell products 3. Discounts 4. Content research
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
SM Muscle
Create SM Content Plan 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
SM Plan of Attack 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
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
Questions
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
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