The Exploding ‘Groundswell’<br /> “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat. <br /> You can see it as an opportunity.” <br />
The Power of Social<br />In 2008, 33%of online users were monthly users of social networks1<br />41% of youth aged 12 to 21 visit social sites daily2<br />Social network users are, on average, connected to between 150 and 200 friends3<br />40% of email participants use social sites to gather product information and recommendations4<br />“Social Media Consumption”– Jupiter Research, September 23, 2008<br />“Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007 <br />3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication <br />4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008<br />
92% of adult Internet users send or read email — far more than regularly visit any social network*<br />According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**<br />Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**<br />*Pew American Life & Internet Study<br />**AberdeenGroup<br />Email is Alive and Well<br />
Social Email is the new Viral<br />NikeStore, 2/19 — Introducing the New Nike Lunartrainer+ iDStarting with a Feb. 12 email, Nike has added a ShareThis button to the bottom portion of their emails, looking to spur viral sharing of their email content. <br />
Case Study<br />National Express East Coast Trains<br />
National Express East Coast Trains<br />Company Overview<br />National Express ECT are a UK National Train Operating Company<br />Have a well established email communications program which includes targeted content for newsletters and special offers<br />Challenge<br />Wanted a cost effective and efficient way to get their offers, already well received, into the wider community<br />Solution<br />Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’<br />
Email recipient can add their own comments or endorsements<br />Email Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed. <br />Users can select a thumbnail from some of the images in email, or opt to not include a picture<br />Recipient taken to Social Site<br />
Over 800 recipients shared the email offer resulting in an estimated 80,000 additional impressions (8% list growth)<br />45% shared on Facebook<br />44% shared on digg<br />11% shared on MySpace<br />17% of recipients who posted had at least one open of the post <br />Some posts had up to 10 opens<br />33% people who ‘opened’ a post then clicked through to offer <br />3x CTR of their standard emails<br />Results<br />
Making it work for you<br />Hints and Tips<br />
Are your Messages Shareworthy?<br /><ul><li>Are you a trusted source?
Tribal Interests- What motivates your interest groups?
Negative News</li></li></ul><li>Getting started with Social Email<br />Focus on ‘Shareworthiness’<br />Make it easy to share<br />Monitor SocNet ‘buzz’<br />Identify and Reward High-Value Sharers<br />Test and don’t be afraid to fail<br />