| Reggie Brady Marketing Solutions 203-838-8138 | |||||||||||
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Reggie's Articles appearing in All About ROI Attack Social Media Like a Direct MarketerReggie Brady
Bright spots Here are examples of companies that I think are doing it right. They use common promotional techniques but tailored them to build their lists, sustain ongoing communications and sell.
2 ways to integrate Before I delve into the meaning of the latest acronym, SWYN (see below), here are some relatively easy ways to integrate online marketing channels.
2. Send an email that highlights your social media activities. Cooking supplies purveyor Sur La Table sent an email to subscribers with the subject line "Become One Of Our Biggest Fans." It focused on Facebook, provided a $10-off coupon for those who became fans and called attention to fandom's other benefits, such as celebrity chef appearances. Murad, the skincare specialist, sent a similar email to subscribers with the subject line: "Join Murad's Social Scene for Inside Exclusives." It promoted tips and special offers on Facebook, and how to follow the travels of a character named Dr. Murad on Twitter as he finds new ways to keep your skin beautiful. SWYN: Build a fan base SWYN stands for "share within your network." It's the social media equivalent of forward to a friend — but more potent.Consider Facebook devotees average about 130 friends in their networks. Add the networks of friends and colleagues your email subscribers may have on Twitter, Digg, LinkedIn, Delicious, StumbleUpon and the many other social sites, and you have a powerful way to create buzz for your company, a new product, promotion, even an article or informational content. All you need is to capture the interest of a few influencers. If they share your offer with their networks, you're significantly extending your audience. People put a lot of stock in what their friends like and dislike. If an influencer likes you, you have instant credibility. Many marketers call attention to their social media efforts by including appropriate icons in emails. These include calls to action such as "share this." Include this adjacent to any forward-to-a-friend sections in your emails. For readers who might be confused, the grouping should hint at the function of the links. How do you identify your influencers? Start by identifying those who have forwarded to friends and posted content — reviews, comments, videos — on your site. Track those who click on the share icons; most email service providers now allow you to track this activity. So think direct marketing as you refine your company's approach to social networking, and be sure to leverage your website and email program. You'll be glad you did. Reggie Brady is president of Reggie Brady Marketing Solutions, a direct and email marketing consultancy in Norwalk, CT. You can reach her at (203) 838-8138 or reggie@reggiebrady.com | |||||||||||
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company is certainly connecting with its audience. Under its "News/Promos" tab, visitors learn about the "Win Coffee for a Whole Year" contest. Those interested create "perks profiles" via a form hosted on Dunkin's main site. In addition to collecting personal information, the form allows individuals to opt in to receive email promotions or mobile alerts. 
Seek contest. To enter, enthusiasts had to become Twitter fans and then search the Buy.com site for answers to specific questions. The three promotions generated more than 250,000 site visitors, and Buy.com has "converted hundreds of them into buyers."