Twitter Case Study: Tasting Room Traffic Fueled by 1:1 Marketing
Inner Architect recently compiled findings from a 12-week project we completed a few weeks ago for a boutique Napa Valley winery. Using a CRM tool, we tracked all our efforts and measured the results. The rates in which we converted messages to visitors–unheard of in email or postal campaigns--speaks to the power of targeting, personalized messages, and most importantly, 1:1 marketing. The Campaign We were working with a small budget that afforded only an average of 7.5 hours of time per week. Our goal was to generate traffic to the...
read moreSocial Impact: Thank Customers Offline
How do you thank your customers, affiliates, and peers for their support in the age of social media? If you are like me you tweet your gratitude, post thanks via a wall post or message on Facebook, or contact them on their favorite social network. The result is a nice response in return. But how memorable are these outreaches when they are so common? Go Postal: How Do You Do That? Do you want to make a memorable impression on your customers? One that creates the “wow” factor? Sit down and write a thank you note and send it via...
read moreFacebook Ends Social Data Append Opportunities
The recent lawsuit leveled by a Virginia woman against Facebook, RapLeaf, and Zynga, along with a spate of other reported lawsuits in waiting, have created a sea change in the way social data can be used, bought, and sold by marketers. RapLeaf, the largest social data provider, has been banned from mining social data on Facebook. This denial of access by Facebook has opened the flood gates for other social networks to put a stop to the practice of selling social data. Appending Social Data to Your Database Before Facebook’s decision...
read moreMarketing ROI: Guide to Hiring a Social Media Marketing Consultant
Inner Architect’s focus is Social Direct Marketing based on the integration of social media channels with direct marketing strategies. We focus on producing positive measurable results for our wine industry clients. Do you know how to hire a consultant? You are your winery’s GM, COO, Marketing Director, or Direct to Consumer Manager and you are in charge of creating, executing, and maintaining a social media marketing plan with Twitter as your centerpiece. You understand the following challenges in executing this task: Time:...
read morePower Your CRM with Social Media Triggers
Marketers who maximize results from the email channel have learned the powerful contribution that triggers can make in their overall strategy. Shopping cart abandonment, thank you for your order, product review after order are just a few examples of events that smart marketers are leveraging as opportunities to reach out to the customer with another offer. Social media now gives marketers an environment rich with events that can be used to inspire outreach in numerous channels. Think about it. A Facebook fan who has raved about your...
read moreMust Social Marketing Scale?
I’ve had the opportunity to hang out with some very savvy direct marketers lately. When they begin asking questions about social marketing, ultimately the same questions come up: Doesn’t it take a lot of time? It’s not really scalable, is it? I have to say that the answer is “yes” for both of these points, but a meaningful ROI investigation needs to go well beyond those two points. Why is it that telemarketing, which is just as, if not more, time-consuming than social networking is rarely challenged over the...
read moreConstant Contact’s Social Stats: Measure Email Campaigns in Social Media
Constant Contact has just rolled out a fantastic new feature for their email platform: social stats. This new feature will give email marketers a better understanding to the how, why, when and where people share email campaign information. Social Stats According to mashable.com: “The new e-mail marketing tool will offer a complete social snapshot around e-mail campaign performance. Social Stats tracks Facebook “Likes,” tweets, LinkedIn posts and e-mail pageviews originating from social media channels.” According to...
read moreMashable’s Twitter Directory: Begin Building Your Twitter List
Twitter is one of the most important new direct marketing channels available today. Twitter allows brands to reach out to individual customers or prospects, engaging in one on one conversations, and solidify their relationships in a simple to use format. Yet one of the most vital strategic features on Twitter is completely underutilized or not leveraged at all: list building. Twitter Lists: The Best Feature Available in Social Media Today Twitter lists help businesses from small to global segment, track, monitor, engage, and recognize their...
read moreDo You Have a Contact Strategy for Your Social Media Program?
What is a contact strategy? A contact strategy is a marketing program that sends appropriate messages to relevant groups of customers according to a strategic schedule. Who needs a contact strategy? Any brand that is serious about using a particular channel to generate income. Most brands that live or die through direct marketing understand the importance of a contact strategy. Brands that rely heavily on the postal channel tend to focus on building an effective contact strategy because of the high costs of paper, printing, and postage. Yet...
read more5 Reasons Twitter Will Survive and Thrive
The SocialMediaToday.com article “Twitter in a Corner- Facing Huge Challenges” is an interesting piece about Twitter’s goals to monetize and survive an uncertain future. Twitter’s baby steps into advertising and their deliberate roll out strategy are the initial focus. The piece correctly identifies Twitter’s great concern to preserve the user experience, the possible alienation of users due to the new advertising initiatives, and the ongoing need to monetize the business model. Twitter’s Future: Abandoning the...
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