Two primary methods to connect E-mail Marketing Campaigns to Social Media
There are two primary methods to connect e-mail marketing campaigns to social media:
?�� �Direct method. A campaign is distributed directly to the organization’s own social media properties, such as a company blog, a company Facebook page, or a company Twitter account. This direct method extends the campaign beyond target e-mail segments to an audience which has previously opted-in to follow the company’s social media sites. As with any marketing campaign, volume and frequency of campaigns must be managed to prevent communication overload. A process for moderating and responding to comments should be in place before extending e-mail marketing campaigns to an organization’s established social media properties.
?�� �Indirect method. A campaign is enabled with social sharing features built into the e-mail message. This enables e-mail recipients to share the campaign via the social media site(s) of their choice through a single click.
Recommendations
1.�� �Don’t extend every e-mail campaign to social media channels. Marketing through social media channels can make even the most highly targeted offers completely visible to other segments. The very nature of social media can rapidly spread customer dissatisfaction stemming from a perception of unfair treatment.
2.�� �Ensure campaigns can be tracked when extended to social media channels. As long as the e-mail contains Web tracking bugs and a URL is provided to a main campaign Web landing page, the campaign can still be tracked after referral from the original recipient, just as with traditional e-mail marketing (forward to a friend) tracking.
3.�� �Don’t be afraid to roll your own social media integration. If your e-mail marketing application does not provide a widget to enable recipients to share through the e-mail social media channels, manually include this feature in your e-mail messages. This can be done by employing a third-party social sharing aggregator, such as Add This, Share This, or Add to Any.
The Cost Manager’s Toolkit on LEADERSHIP
LEADERSHIP
A challenging base case
- Make the base case (for annual budgets and cost reviews) always a challenging one
- Constantly push the organization to be more cost efficient � this year not next year
- Make sure your direct reports expect that attitude, so they no longer come in with anything less aggressive
Individual accountability
- Be absolutely clear which individual manager is 100% responsible for hitting each cost target
- Eliminate joint or fuzzy accountabilities
Persistence
- Make sure the organization knows that you will always persist in the drive for cost efficiencies
- Don’t forget commitments or let targets drift � don’t be deflected with half measures
Continuous improvement
- Establish a continuous improvement culture
Short timeframes
- Set short-term targets for concrete progress
- Follow up at short intervals � what progress has been made today? This week?
Feedback loops
- Make sure there is a process for seeing quickly and clearly what progress is being made on cost targets�
- �Involving good hard data, delivered quickly, reviewed frequently, with visibility and transparency
Strategic skepticism
- Make your managers very nervous about proposals to invest in strategic partnerships or core competencies
Top team
- Establish a strong CFO and finance function, the CEO’s critical right hand for cost management
- And a proactive, hard-nosed HR function, willing to take on the key issues of people cost and staff productivity
Role models
- You and your top managers should be good role models in personal expense habits
- Establish fairness or equality in expense policies and behavior down through the organization
- Create a head office environment that sends the right cost message to suppliers and employees
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