Agent ROI Group: Email + Social = Better Business Outcomes
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Agent ROI Group: Email + Social = Better Business Outcomes

While social media is growing rapidly as a popular marketing method, email continues to be very relevant for communication. In her presentation, “Digital Chocolate + Electronic Peanut Butter: How Social Media and Email Complement Each Other for Better Marketing Outcomes,” Sara Meaney talks about how social media and email marketing work in tandem making them more powerful than either method would be alone.

This presentation, from The Agent ROI Digital Marketing Tour, discusses the ways companies can optimize their mix of electronic marketing strategies to get the most out of their time and investment.

4 major trends are highlighted
- The growth of mobile
- Gamification
- Location based marketing
- The social inbox
Plus, 8 key takeaways to put into place immediately

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Agent ROI Group: Email + Social = Better Business Outcomes Presentation Transcript

  • 1. Digital Chocolate + PEANUT BUTTER
    © Hanson Dodge Creative, All rights reserved.
  • 2. HANSON DODGE CREATIVE
  • 3. Digital Chocolate + PEANUT BUTTER
    Better Marketing Outcomes with Social Media + Email Together
    Sara Meaney
    Partner, VP Social Media and Public Relations
  • 4. Overview
    Quick intro
    Social / Digital landscapeBest practices
    Implementation
    © Hanson Dodge Creative, All rights reserved.
  • 5.
  • 6. Social / Digital landscape
    © Hanson Dodge Creative, All rights reserved.
  • 7. Who uses social media?
    © Hanson Dodge Creative, All rights reserved.
  • 8. Who uses social media?
    • 79% of adult Americans use the internet.
    • 9. 47% of of all adults have at least one social media account (doubled since 2008).
    • 10. 92% use Facebook.
    • 11. 18% use LinkedIn.
    • 12. 13% use Twitter.
    Pew Internet & American Life Project
    © Hanson Dodge Creative, All rights reserved.
  • 13. Who uses social media?
    Pew Internet & American Life Project
    © Hanson Dodge Creative, All rights reserved.
  • 14. Text messaging
    ~5 billion
    texts sent per day in the U.S.
    © Hanson Dodge Creative, All rights reserved.
  • 15. © Hanson Dodge Creative, All rights reserved.
  • 16. Email dominant channel
    168 million
    emails sent per minute in the U.S.
    © Hanson Dodge Creative, All rights reserved.
  • 17. Trends in email and social integration
    • Growth of mobile.
    • 18. Gamification.
    • 19. Location-based marketing.
    • 20. The social in-box.
    © Hanson Dodge Creative, All rights reserved.
  • 21. Mobile growth outpacing all PCs
    © Hanson Dodge Creative, All rights reserved.
  • 22. …even more quickly than predicted
    Source: International Data Corp.
    Feb. 2011
    © Hanson Dodge Creative, All rights reserved.
  • 23. Mobile email
    Source: Pew Research Center
    Apr. 2011
    © Hanson Dodge Creative, All rights reserved.
  • 24. Gamification
    • Earn rewards.
    • 25. Incentives for action.
    • 26. Loyalty beyond the inbox.
    © Hanson Dodge Creative, All rights reserved.
  • 27. Location-based marketing
    © Hanson Dodge Creative, All rights reserved.
  • 28. © Hanson Dodge Creative, All rights reserved.
  • 29. Shift in Internet time
    © Hanson Dodge Creative, All rights reserved.
  • 30. © Hanson Dodge Creative, All rights reserved.
  • 31. The social inbox
    A recent study evaluated 500 millionemails…
    30% higher
    CTR with Facebook and Twitter sharing buttons.
    © Hanson Dodge Creative, All rights reserved.
  • 32. The social inbox
    But wait, there’s more…
    55% higher
    CTR with at least 3 different sharing options.
    © Hanson Dodge Creative, All rights reserved.
  • 33. The social inbox
    © Hanson Dodge Creative, All rights reserved.
  • 34. The social inbox
    The punchline…
    Only 11.2%
    of those 500 million emails actually offer 3 or more sharing options.
    © Hanson Dodge Creative, All rights reserved.
  • 35. The social inbox
    © Hanson Dodge Creative, All rights reserved.
  • 36. Best practices
    • Design for mobile.
    • 37. Call to action is key.
    • 38. Design for user consumption.
    • 39. Listen. Pay attention.
    © Hanson Dodge Creative, All rights reserved.
  • 40. It’s a mobile world, afterall
    © Hanson Dodge Creative, All rights reserved.
  • 41. Email in a mobile world
    Design for mobile email consumption.
    Design for small screens.
    Design for touch screens.
    Test on multiple devices.
    © Hanson Dodge Creative, All rights reserved.
  • 42. Mobile consumption
    1. Design for mobile email consumption.
    • Use MIME Multipart Format (send as both HTML and plain text).
    • 43. Subject lines 15 or fewer characters.
    • 44. Use pre-header text opportunity: link to mobile-friendly version.
    © Hanson Dodge Creative, All rights reserved.
  • 45. Small screens
    2. Design for small mobile screens.
    • Use images wisely.
    • 46. Simple, stacked layouts.
    • 47. Code between 480 and 600 pixels.
    © Hanson Dodge Creative, All rights reserved.
  • 48. Fat fingers
    © Hanson Dodge Creative, All rights reserved.
  • 49. Touch screens
    3. Design for touch screens.
    • Fat fingers.
    • 50. Apple recommends coding all links and buttons to a target area of at least 44 x 44 pixels.
    • 51. Use images wisely.
    © Hanson Dodge Creative, All rights reserved.
  • 52. Device agnostic
    © Hanson Dodge Creative, All rights reserved.
  • 53. Device agnostic
    4. Test on multiple devices.
    • Various operating systems.
    • 54. Various manufacturers.
    • 55. Various models.
    • 56. Test frequently – evolution is constant.
    © Hanson Dodge Creative, All rights reserved.
  • 57. Convert to action: Call to action is key
    10,000 tweets analyzed
    Source: Copyblogger.com
    © Hanson Dodge Creative, All rights reserved.
  • 58. Call to action is key
    © Hanson Dodge Creative, All rights reserved.
  • 59. Call to action is key
    When all else fails, just be pathetic.
    © Hanson Dodge Creative, All rights reserved.
  • 60. Be specific
    • “Learn more aboutProductX.”
    • 61. “Read more about Topic.”
    • 62. “Sign up for news / updates.”
    • 63. “Tell your friends”
    • 64. Like us on Facebook for:
    • 65. Friend-only prizes and deals.
    • 66. Funny stuff.
    • 67. The inside scoop not found elsewhere.
    © Hanson Dodge Creative, All rights reserved.
  • 68. Design for consumption
    • Far left column is key.
    • 69. First 2-3 words.
    • 70. Images catch attention.
    • 71. 51 seconds on average.
    • 72. Only 19% is actually read.
    Source: Nielsen-Norman Group
    42 participants
    112 newsletters tested
    © Hanson Dodge Creative, All rights reserved.
  • 73. Pay attention
    © Hanson Dodge Creative, All rights reserved.
  • 74. Not everyone digs email contact
    • Sub-segment your lists with those who subscribe to both email and social (where possible).
    • 75. Adjust your email campaigns accordingly.
    © Hanson Dodge Creative, All rights reserved.
  • 76. Implementation
    © Hanson Dodge Creative, All rights reserved.
  • 77. Complementary touch-points
    © Hanson Dodge Creative, All rights reserved.
  • 78. They feed one another
    content
    traffic
    © Hanson Dodge Creative, All rights reserved.
  • 79. They feed one another
    © Hanson Dodge Creative, All rights reserved.
  • 80. They feed one another
    © Hanson Dodge Creative, All rights reserved.
  • 81. Use email to drive social
    © Hanson Dodge Creative, All rights reserved.
  • 82. Use social to drive email
    © Hanson Dodge Creative, All rights reserved.
  • 83. Key takeaways to do immediately
    • Incorporate social sharing in all emails – 3 or more!
    • 84. Enable newsletter signup everywhere – especially on social channels.
    • 85. Track all “share to social” links in your emails as part of your CTR analysis.
    • 86. Repurpose your content across all channels – but optimize for each channel.
    © Hanson Dodge Creative, All rights reserved.
  • 87. Key takeaways to do immediately
    • Design and build for mobile consumption.
    • 88. Incorporate gamification concepts into your email /social programs.
    • 89. Localize your efforts to drive offline actions.
    • 90. Connect the dots across all touchpoints / channels.
    © Hanson Dodge Creative, All rights reserved.
  • 91. Email and social media:Consume together for best results.
    © Hanson Dodge Creative, All rights reserved.
  • 92. QUESTIONS?
  • 93. THANK YOU
    Sara Meaney
    smeaney@hansondodge.com
    414.412.5642
    @sarameaney
    www.hansondodge.com