LBi London

How to use email to drive Facebook fans

Posted by Tom Burrell May 27th, 2011

When you sign up for a Facebook account, you need to provide an email address.  You are given the option to check if your existing email contacts are on Facebook and when you use the service, you are alerted of Facebook messages from friends via email. So for the user Facebook has clear relationship to email. But how are brands using email to drive engagement in Facebook fan pages and content?

There are 2 clear ways:

1.             Where users can easily share email content via Facebook

2.            Where users can “like” email content

Where users can easily share email content via Facebook

If your subscriber list is already on Facebook, you can provide tools in your email campaigns to allow your users to easily share email content. This will give you the opportunity to leverage the facebook friends of your existing customers and tap into the word of mouth and advocacy of your subscribers. A recommendation from a friend is significantly stronger than a brand message. Facebook’s own research shows 160% uplift in brand recall, where the brand recommendation comes from a friend, over brand advertising. To encourage URL sharing via facebook simply enter the following code into your email:

 Where email drives Facebook likes

You can also give users the opportunity to like content within an email. Mailchimp have pioneered this functionality, which is another very powerful way of driving advocacy and word of mouth for a brand. The easiest way to drive likes is by embedding the following code:

Talk to LBi CRM if you want to find out more about email,  social sharing via email, Social CRM or CRM. 

Tom Burrell is Principal CRM Consultant at LBi and sits on the IAB Email Council.

Follow him on Twitter @TomBurrell

Tags: CRM, email, Facebook, like, share, social, SocialCRM

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We launch Barratt Homes’ first lifestyle campaign

Posted by Laura JB October 1st, 2009

Our integrated campaign guides first time buyers and growing families on how to find the house of their dreams with Barratt Homes (www.barratthomes.co.uk) and highlights helpful homebuying schemes and their extensive portfolio of properties.

Launched on 14th September, it is in place to assist first time buyers and growing families to find and move into their ideal property with ease. By dispelling current cynicism in the market, Barratt are showing their customers how they can make moving into a new home happen. The site demonstrates this through an animated online journey showing how Barratt understand that their customers, especially those with young families, need more space to live in. It has three targeted landing pages which demonstrate how Barratt understand what their customers need from a new home and showcases their extensive portfolio of properties. We also incorporated video animation to convey the campaign message in a more engaging manner. The online journey is further enhanced with cutting edge search functionality to ensure the process is as simple and efficient as possible.

To support the campaign launch online, we also designed and developed an email marketing campaign for Barratt. This will target different customer segments, helping Barratt learn more about their customer base and what to offer them.

“Digital is core to the information and research stage of the purchase cycle when selecting a property and it is critical we provide a value exchange to the consumer at every point to aid them in their journey. It is important for Barratt to connect with consumers at more than just a product level and that has been central to our marketing strategy for this campaign, basing our messaging and creative on lifestyle”

Tom Poynter, Client Partner at LBi

“Digital is the single most important channel for us to reach and communicate with customers. In an economic downturn, being able to help our customers facilitate the move into their perfect home is imperative and LBi are helping us to harness the Internet to create real dialogue with customers.”

Sam Moore, Head of Digital at Barratt Homes

Tags: Barratt, CRM, eCRM, email, press release, search, video, website

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