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

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

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