Email’s Not Dead

The topic of yesterday’s webinar was social media and email marketing presented by Peggy Hatch with Blaine Mathieu. With the emerging world of social media, email marketing efforts can easily get left behind. While there are problems with email marketing, the solution may lie in combining it with social media efforts.

The Problem with Email
My favorite point that Blaine brought up was the email is the first form of social media. Remember how excited the world was when email peaked? Who could forget the classic, You’ve Got Mail? After all, when we want to share something with friends or family, a majority of us jump to email. According to marketing studies, only 22% of internet users use social media sites to share, while a majority still rely on email. When utilizing email for marketing campaigns, marketers have problems knowing where to start and how to properly integrate email into their overall efforts.

Social Media Sharing is the Answer
According to researchers, social media is not slowing. the growth of social media is not slowing. In fact, 8 out of 10 marketers agree that these sites are a great place to extend their reach. Why not create a dynamic duo of social media and email marketing? In a simple but effective example, Mabel & Zora sees sharing opportunities in their email campaigns. In all their emails, they provide social sharing opportunities where users can share with their friends. Maybe this means posting a coupon deal on their Facebook. In turn, their friends can share with their own network via Twitter, blogs, etc. As this webinar showed, the reach of email is wide reaching. Marketers can benefit from incorporating social media efforts in their emails and users will get an enhanced experience.

Who Uses Facebook’s Marketplace?

New and Improved

Earlier this year in March, Facebook re-launched its Marketplace that is now powered by Oodle. If you haven’t heard of it, the Marketplace is a classified ads section where users can list and respond to advertisements. The Marketplace gives users the ability to buy, sell, and trade all their goods with other Facebook users.

Marketplace Features

So, who really uses the Facebook Marketplace? You may have seen friends trying to sell their used chemistry books or their extra phone. But, did you know that there’s also a section for housing and free stuff? That’s what’s so great about this application. Originally created in 2007, the new Marketplace is revamped with a user friendly interface. While it is like Craigslist in its free listing of classified ads, but it also integrates an important social factor that Craigslist lacks. Wouldn’t you rather buy something from a friend or a friend of a friend than a complete stranger?

Seeing the Potential in the Marketplace

Marketers are warming up to the market place as they see ease and convenience of its features. With every listing, you can promote the sale of your goods and services by adding pictures, putting it in an appropriate category and even sending out personalized messages. Such custom settings make it easier for those looking to buy and sell real estate. Because Facebook thrives on the social thread, word of mouth will still be important. If your friends have had a successful transaction with a certain seller, they’re likely to spread the word. Before you brush it off, not everything on Facebook is a time-waster. In the past, Apple has even posted a listing looking for iPhone engineers on there!

Comparing Facebook Groups and Pages

The Facebook Fundamentals

Establishing your presence on Facebook is an important task whether you are promoting yourself or your business. Some may find that the process is not that straightforward. The first obstacle you will encounter is deciding whether to create a Group or a Page. For some businesses, choosing both is a possibility. So, before you put your time and effort in maintaining your new social media profiles, take some time to consider the pros and cons of each:

Facebook Groups

An easy way to think about Facebook Groups is that they are like any other group or club. A group administrator is in charge of providing members with information, news about events, and more. Other members can also be appointed to help facilitate information. Establishing a group is a great way to gain quick attention for a cause or event.

Pros
+ Good for hosting discussions
+ Communicate directly with members
+ Promote with ads
+ Create events and send reminders
+ Privacy controls (public, private, or closed)
Cons
– Not given any weight by search engines
– Unattractive URL
– No visitor information
– Limited to 5,000 members

Facebook Pages

In some ways, Facebook Pages are more informal than groups. There is no public administrator and users are called “fans”. With Pages, there are more options to track visitor information. Facebook pages are similar to normal Facebook profiles. But instead of a person, these pages are designated to represent a brand or celebrity. Some businesses opt for a Facebook Page to maintain a long-term relationship with fans.

Pros
+ Vanity URL
+ Good for hosting discussions
+ Communicate directly with members
+ Indexed by search engines
+ Ability to extend your SEO efforts
+ Can have over 5,000 fans
Cons
– Cannot send reminders for events
– No privacy controls, everything is public

Making Your Decision

Hopefully, some of these points have helped clear up any confusion. Experts generally agree that Facebook Groups are better for organizing users around a cause or upcoming event. Facebook Pages are useful for a company or celebrity to strengthen their online brand presence. Some argue that users feel more active as a Group member than an observing fan of a Facebook Page. Search marketers usually prefer using Pages because of their advantages in user statistics, while others may use a combination of both.

Small Businesses Benefit from Facebook

How to Take Advantage

Large corporations may have a bigger brand presence on social media sites but that doesn’t mean that small businesses cannot also benefit. Setting up a Facebook page for your business is a cost effective way to keep up with the latest customer trends. Facebook is an easy to use forum which allows customers easy access to upcoming news or events. Additionally, creating a strong online presence can help you rank better in search engine results and bring more relevant traffic to your site. An example of a small business that uses Facebook to its maximum potential is the Beverly Hills based Sprinkles Cupcakes. Founder Charles Nelson relies on building buzz through the Sprinkles Facebook page instead of traditional paid marketing efforts.

Stay Connected with Your Fans

Sprinkles uses Facebook to create a unique and engaging
relationship with their fans. They have even come up with a fun code system which gives the first customers with the secret phrase of the day the opportunity to get free treats! This is a great way to build word of mouth advertising, as well as bring customers to the store. A part of social networking sites is being just that, “social” – and being active can help small businesses succeed in this area. The key is to engage customers by providing help and insight or offering incentives and other promotions. By having a Facebook page, you can monitor the good and bad that is being said about your business. This is better than knowing nothing at all about how your company is perceived. It is even an effective tool that will give you the opportunity to fix those problems.

Using Other User-Friendly Sites

Local references and review sites are popular amongst customers who are looking to try new things. Yelp and Yahoo! Local Listings are perfect examples of these popular sites. Although there are many social networking sites out there, it is important to practice restraint and don’t overdo your efforts. Like any other investment, it takes patience to see a return on your hard work. Whether it is Facebook or any of these other sites, the key to strong staying power is steady maintenance of your page. It is foolish to put in numerous hours one day and then completely stop your efforts. Instead,  view it as a long-term project and set aside a couple minutes every other day to monitor your growth.

Facebook Advertising Case Study

We just launched a Facebook advertising campaign today targeting a demographic that likes to drink alcohol and/or use drugs. It will be interesting to see how this campaign does. The campaign is for a drug rehabilitation center located in Orange County, California. The ad management page is below along with a copy of the ad and the demographics. It’s currently targeting close to two hundred and fifty thousand Facebook users with an ad spend set for $100 per day.  The cost per click (CPC) is set to 0.55 cents a click. Stay tuned for updates on this campaign.

facebook advertising ad
Facebook advertising ad
facebook advertising ad manager
Facebook advertising ad manager