Reaching The Social Community With Email

Social Community with Email Presented by Reaching the

Introductions… Moderator: Dave Hendricks EVP, Operations Panelists: David Daniels Vice President & Research Director Tom Gerace CEO

Agenda…

An understanding of the social media market size and landscape

What your peers think about the emerging social media channel

How social networking is impacting email marketing

Who is using social media and why it is an important part of the marketing mix

How you can reach your customers using social media

What the future holds for social media

What You Will Learn…

Technology is Putting Consumers in Control of the messaging…

-Social Communities -Blogs -Media Sharing -Widgets -Social Tagging -Bookmarking -Wiki Social Media is Changing the way we communicate…

These shifts in communication are poised to have a profound effect on the media industry… Now, more than ever, it’s the time for advertisers to Join the Conversation.

By 2011, ½ of Online Adults and 84% of Online Teens will use Social Networking*

All but two participants reported that their organizations leverage email marketing

A large majority of participants reported having at least one social networking account

A small majority were claimed to “use social networks for routine communications”

50% of participants indicated that their organizations have a social network presence

75% of participants plan to do more with social marketing in the near future

Your Peers are Getting Social* Based on feedback from attendees of Datran Media’s webinar “Get Social with Your Audience: Reaching Consumers in the Social Media Inbox” 4/22/08

Mean Percentage of Email Received to Primary Personal Account (user-perceived) Question: Approximately what percentage of email received in your primary personal email account comes from the following? Source: JupiterResearch/Ipsos Insight Consumer Survey (09/07), n = 2,454; (6/03), n = 4,046; (5/04), n = 3,688; (6/05), n = 3,994; (9/06), n = 2,147 (e-mail account holders, US only) Potential Glass Ceiling Looms as Opt-in Email Share Stabilizes

Percentage of Email Users Question: For personal communications, which of the following have you used in the last year instead of using email? (Select all that apply) Source: JupiterResearch/Ipsos-Insight Consumer Survey (9/07), n = 2,454 (online users with personal e-mail accounts, US only) Changes in Communication Patterns Impede Consumer Inbox Attention

Question: Thinking about your use of the Internet over the last year, which of the following activities did you conduct online monthly or more frequently? (Select all that apply.) JupiterResearch/Ipsos Insight Individual User Survey (6/07), n = 3,580 (US only) Percentage of Online Users by Age Group Younger Audiences Dominate Many Forms of Online Engagement

Percentage of active email users 18-24 years old Question: Which of the following online activities have you done within the last six months? (Select all that apply) Source: JupiterResearch/Ipsos-Insight Consumer Survey (09/07), n = 2,454; (9/06), n = 1,621 (online users having signed up to receive marketing offers, US only) Email Still Effective Among Young Users, Usage Patterns Indicate Future Shift In Channel Preference for 18-24 Year-Olds

Source: JupiterResearch 2/08 User Age Email Usage Over Time Younger consumers more prone to social and synchronous communications, reducing email effectiveness Work routine and maturing consumer will continue to drive email usage Changes in Usage Patterns 18-24 Year Olds Users Will Normalize As Segment Matures

Percentage of Engagement Marketers Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 76 (engagement marketers who ran social marketing Campaigns in the past 12 months, US) Question: What metrics do you primarily rely on to measure the success of your social marketing efforts? (Select up to three) Advertisers Must Use a Combination of Metrics to Maximize Engagement Analysis

The Early Days of Email Separate and incompatible Can’t send messages between them Parallels Between Email Marketing Social Networking &

Social Networking Today Separate and incompatible Can’t send messages between them Parallels Between Email Marketing Social Networking &

IP Address / Domain

Postmaster Team

No guaranteed delivery

Application

Platform Team

No guaranteed delivery

Deliverability EMAIL SOCIAL NETWORKING Parallels Between Email Marketing Social Networking &

Bounces

Spam Complaints

Opens and Clicks

Third Party

Special Sauce

Users

Active Users

Special Sauce

Reputation EMAIL SOCIAL NETWORKING Parallels Between Email Marketing Social Networking &

Opt-out

Transferable

Marketer control

HTML

Viral actively

Opt-in

Not transferable

User control

FBML

Viral passively

Differences EMAIL SOCIAL NETWORKING Parallels Between Email Marketing Social Networking &

Don’t need to know email addresses

Visual identifiers of friends’ messages

Closed system creates better spam defense

Social triggers built into network encourage onsite messaging

Why People Message Through a Social Network

Gather’s Message System

THEN: Email Forwards

NOW: Feeds

A message appears in the friend feed:

Nancy commented on a video The History of Dance

Nancy’s 50 friends see it in their feeds

It’s a relevant message (someone they know/care about did something)

5 of Nancy’s friends view and comment on the video

Their 250 friends (50 friends each) are alerted in their feeds

And so on…

The New Network Effect: Cascading Information Through Feeds

Case Study: Decca Label Group Custom Brand Experience on Gather

Online competition awarded one musician a record contract with Decca

Hundreds of video submissions

272,000 votes on Gather

Six offsite marketing emails sent to Gather member database over three month contest period. Total of 1,620,000 emails sent

Onsite messages sent to subset of 50,000 music enthusiasts identified by their profiles, Gather group memberships

Leveraged network feeds (friend, group, feed me) to drive additional participation

On Network Brand Experience Allows Opt-in Creation: Email List Generation

And in the Future… New Email Opportunities

The Opportunity in Social Message Systems … Profiles Allow Targeting

Brand Opportunities Cascade Seed the Feed

David Hendricks, [email_address]

Tom Gerace, [email_address]

David Daniels, [email_address]

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