Get Social with Your Audience: Reaching Consumers in the Social Media Inbox

Get Social with Your Audience: Reaching Consumers in the Social Media Inbox A WEBINAR

Introductions Moderator Panelists Joshua Baer GM, Emerging Media David Daniels Vice President & Research Director Greg Selkoe Founder & CEO Dave Hendricks VP, Market Strategy

What you will learn today…

An understanding of the social media market size and landscape

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

Agenda

KARMALOOP.com is in the Social Loop! The Boston-based clothing retailer has successfully used email and social media to attract and grow a coveted teenage base of fans and buyers.

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 Source: JupiterResearch/Ipsos Insight Consumer Survey (09/07), n = 2,454; (5/04), n = 3,688; (6/05), n = 3,994; (9/06), n = 2,147 (e-mail account holders, US only) Question: On average, how much email do you receive in your primary personal email account on a daily basis? Please include email from all sources mentioned above. (select one) Daily Email Volume Stabilizes, Demographic Differences Emerge

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

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

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

User Age Email Usage Over Time Source: JupiterResearch 2/08 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 Consumers Driven By Email to Purchase Question: During the past 12 months, how many times have you made an online purchase as a result of a promotional email? (Select one.) 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) Online Purchases Driven By Email Offline Purchases Driven By Email During the past 12 months, how many times have you made a purchase in a physical store as a result of a promotional email? (Select one.) Despite Clutter and Communication Pattern Changes, Email Remains An Effective Purchase Driver

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 Percentage of Engagement Marketers

The Early Days of Email Separate and incompatible Can’t send messages between them

Social Networking Today Separate and incompatible Can’t send messages between them

IP Address / Domain

Postmaster Team

No guaranteed delivery

Application

Platform Team

No guaranteed delivery

Deliverability EMAIL SOCIAL NETWORKING

Bounces

Spam Complaints

Opens and Clicks

Third Party

Special Sauce

Users

Active Users

Special Sauce

Reputation EMAIL SOCIAL NETWORKING

Opt-out

Transferrable

Marketer control

HTML

Viral actively

Opt-in

Not transferable

User control

FBML

Viral passively

Differences EMAIL SOCIAL NETWORKING

Deliverability.com (new and improved!)

All Facebook Blog http://www.allfacebook.com/

Inside Facebook Blog http://www.insidefacebook.com/

Email Insight, Facts & Stats

http://www.outperformance-marketing.com

Resources

David Hendricks, [email_address]

Joshua Baer, [email_address]

David Daniels, [email_address]

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