Email Applied: Attack Social Media Like a Direct Marketer

Social networking is certainly the rage today, but I'm advancing the theory that most direct marketers don't use it to its fullest capacity. A few weeks ago, I spent about four hours looking at Facebook sites for my favorite retailers, catalogers and online merchants. Many were good at initiating conversations and trying to build brand loyalty. Very few, however, followed the basic tenets of direct marketing by using that communication to either build their databases or encourage purchasing. Social networks are places to build community. But that can go hand in hand with marketing and selling.

Bright Spots
Here are some companies I think are doing social media right. They use common promotional techniques but tailor those to build their lists, sustain ongoing communications and sell.

• Sears has more than 26,000 Facebook fans, and is working hard to get more. The company's Facebook page has an "Exclusives" tab where anyone who becomes a fan receives a $10 coupon redeemable in stores or online. The fan registration form captures personal information, including email and postal address.
• Dunkin' Donuts, with more than 940,000 fans, 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.
• Sephora's 210,000-plus fans can learn about gifts with purchases and new product introductions by clicking to Sephora.com to join the Beauty Insider loyalty club, or sign up so they can receive Sephora emails, all via its Facebook page.
• 1-800-Flowers.com claims the distinction of being the first true online store on Facebook. Shoppers can browse and purchase without leaving the social networking site, allowing 1-800-Flowers.com to bring the shopping experience where its customers already are.
• Buy.com has finished its third "Tweet n 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."

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.

1. Promote your social networking presence on your homepage. See JCPenney.com, with its prominent placement of the Facebook icon, or the footer of the Barneys.com homepage — which has Facebook, Twitter and YouTube logos — for examples.

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 direct and email marketing consultancy Reggie Brady Marketing Solutions (reggie@reggiebrady.com).