Silverpop User Group: Email + Social = Better Business Outcomes

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Silverpop User Group: Email + Social = Better Business Outcomes …

Silverpop User 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, for the Silverpop User Group, 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

More in: Business , Technology
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Transcript

  • 1. HANSON DODGE CREATIVE
  • 2. Digital Chocolate + PEANUT BUTTER
    Better Marketing Outcomes with Social Media + Email Together
    Sara Meaney
    Partner, VP Social Media and Public Relations
  • 3. Overview
    3
    © Hanson Dodge Creative, All rights reserved.
    Quick intro
    Social/Digital Landscapebest practices
    implementation
  • 4.
  • 5. Social/digital landscape
    5
    © Hanson Dodge Creative, All rights reserved.
  • 6. Who uses social media?
    © Hanson Dodge Creative, All rights reserved.
    6
  • 7. Who uses social media?
    79% of adult Americans use the Internet
    47% of of all adults have at least one social media account (doubled since 2008)
    92% use Facebook
    18% use LinkedIn
    13% use Twitter
    Pew Internet & American Life Project
    © Hanson Dodge Creative, All rights reserved.
    7
  • 8. Who uses social media?
    © Hanson Dodge Creative, All rights reserved.
    8
  • 9. Text messaging
    © Hanson Dodge Creative, All rights reserved.
    9
    ~5 billion
    Texts sent per day in the U.S.
  • 10. Landscape
    Internet usage, demographics, mobile
    © Hanson Dodge Creative, All rights reserved.
    10
  • 11. Email dominant channel
    © Hanson Dodge Creative, All rights reserved.
    11
    168 million
    emails sent per minute in the U.S.
  • 12. Trends in email and social integration
    Growth of mobile
    Gamification
    Location-based marketing
    The social in-box
    © Hanson Dodge Creative, All rights reserved.
    12
  • 13. Mobile growth outpacing all pcs
    © Hanson Dodge Creative, All rights reserved.
    13
  • 14. …even more quickly than predicted
    © Hanson Dodge Creative, All rights reserved.
    14
    87.2%
    Source: International Data Corp.
    Feb. 2011
  • 15. Mobile email
    © Hanson Dodge Creative, All rights reserved.
    15
    Source: Pew Research Center
    Apr. 2011
  • 16. Gamification
    © Hanson Dodge Creative, All rights reserved.
    16
    • Earn rewards
    • 17. Incentives for action
    • 18. Loyalty beyond the inbox
  • location-based marketing
    © Hanson Dodge Creative, All rights reserved.
    17
  • 19. © Hanson Dodge Creative, All rights reserved.
    18
  • 20. © Hanson Dodge Creative, All rights reserved.
    19
    Shift in internet time
  • 21. © Hanson Dodge Creative, All rights reserved.
    20
  • 22. The social inbox
    A recent study evaluated 500 millionemails…
    © Hanson Dodge Creative, All rights reserved.
    21
    30% higher
    CTR with Facebook and Twitter sharing buttons
  • 23. The social inbox
    But wait, there’s more…
    © Hanson Dodge Creative, All rights reserved.
    22
    55% higher
    CTR with at least 3 different sharing options
  • 24. The social inbox
    © Hanson Dodge Creative, All rights reserved.
    23
  • 25. The social inbox
    The punchline…
    © Hanson Dodge Creative, All rights reserved.
    24
    only 11.2%
    Of those 500 million emails actually offer 3 or more sharing options.
  • 26. The social in-box
    © Hanson Dodge Creative, All rights reserved.
    25
  • 27. Best practicesdesign for mobilecall to action is keydesign for user consumption
    26
    © Hanson Dodge Creative, All rights reserved.
  • 28. © Hanson Dodge Creative, All rights reserved.
    27
  • 29. 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.
    28
  • 30. Email in a mobile world
    1. Design for mobile email consumption
    Use MIME Multipart Format
    (send as both HTML and plain text)
    Subject lines 15 or less characters
    Use preheader text opportunity: link to mobile-friendly version
    © Hanson Dodge Creative, All rights reserved.
    29
  • 31. Email in a mobile world
    2. Design for small mobile screens
    Use images wisely
    Simple, stacked layouts
    Code between 480 and 600 pixels
    © Hanson Dodge Creative, All rights reserved.
    30
  • 32. Email in a mobile world
    3. Design for touch screens
    Fat fingers
    Apple recommends coding all links and buttons to a target area of at least 44 x 44 pixels
    Use images wisely
    © Hanson Dodge Creative, All rights reserved.
    31
  • 33. Email in a mobile world
    4. Test on multiple devices
    Various operating systems
    Various manufacturers
    Various models
    Test frequently – evolution is constant
    © Hanson Dodge Creative, All rights reserved.
    32
  • 34. Convert to Action: Call to action is key
    © Hanson Dodge Creative, All rights reserved.
    33
    10,000 tweets analyzed
    Source: Copyblogger.com
  • 35. Call to action is key
    © Hanson Dodge Creative, All rights reserved.
    34
  • 36. Call to action is key
    © Hanson Dodge Creative, All rights reserved.
    35
    When all else fails, just be pathetic.
  • 37. Be specific
    © Hanson Dodge Creative, All rights reserved.
    36
    “Learn more about product”
    “Read more”
    “Sign up for news/updates”
    “Share”
    Friend us on Facebook for:
    Friend-only prizes and deals
    Funny stuff
    The inside scoop not found elsewhere
  • 38. Design for consumption
    © Hanson Dodge Creative, All rights reserved.
    37
    • Far left column is key
    • 39. First 2-3 words
    • 40. Images catch attention
    • 41. 51 seconds on average
    • 42. Only 19% is actually read
    Source: Nielsen-Norman Group
    42 participants
    112 newsletters tested
  • 43. implementation
    38
    © Hanson Dodge Creative, All rights reserved.
  • 44. Complementary touchpoints
    © Hanson Dodge Creative, All rights reserved.
    39
  • 45. They feed one another
    © Hanson Dodge Creative, All rights reserved.
    40
    content
    traffic
  • 46. not everyone digs email contact
    © Hanson Dodge Creative, All rights reserved.
    41
    • Sub-segment your lists with those who subscribe to both email and social (where possible)
    • 47. Adjust your email campaigns accordingly
  • USE Email to drive social
    © Hanson Dodge Creative, All rights reserved.
    42
  • 48. Use Social to drive email
    © Hanson Dodge Creative, All rights reserved.
    43
  • 49. Key takeaways to do immediately
    © Hanson Dodge Creative, All rights reserved.
    44
    Incorporate social sharing in all emails - 3 or more!
    Enable newsletter signup everywhere – especially on social channels
    Track all “share to social” links in your emails as part of your CTR analysis
    Repurpose your content across all channels – but optimize for each channel
  • 50. Key takeaways to do immediately
    © Hanson Dodge Creative, All rights reserved.
    45
    Design and build for mobile consumption
    Incorporate gamification concepts into your email/social programs
    Localize your efforts to drive offline actions
    Connect the dots across all touchpoints/channels
  • 51. Email and social media:
    Consume together for best results
    © Hanson Dodge Creative, All rights reserved.
    46
  • 52. QUESTIONS?
  • 53. THANK YOU
    smeaney@hansondodge.com