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

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A soical media webinar presented by Datran Media, JupiterResearch and Karmaloop.com explaining why it is time to get soical with consumers on social networking sites.

A soical media webinar presented by Datran Media, JupiterResearch and Karmaloop.com explaining why it is time to get soical with consumers on social networking sites.

Published in: Business, Technology

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  • Transcript

    • 1. Get Social with Your Audience: Reaching Consumers in the Social Media Inbox A WEBINAR
    • 2. Introductions Moderator Panelists Joshua Baer GM, Emerging Media David Daniels Vice President & Research Director Greg Selkoe Founder & CEO Dave Hendricks VP, Market Strategy
    • 3.
      • 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
    • 4. 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.
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. 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
    • 9. 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
    • 10. 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
    • 11. 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
    • 12. 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
    • 13. The Early Days of Email Separate and incompatible Can’t send messages between them
    • 14. Social Networking Today Separate and incompatible Can’t send messages between them
    • 15.
        • IP Address / Domain
        • Postmaster Team
        • No guaranteed delivery
        • Application
        • Platform Team
        • No guaranteed delivery
      Deliverability EMAIL SOCIAL NETWORKING
    • 16.
        • Bounces
        • Spam Complaints
        • Opens and Clicks
        • Third Party
        • Special Sauce
        • Users
        • Active Users
        • Special Sauce
      Reputation EMAIL SOCIAL NETWORKING
    • 17.
        • Opt-out
        • Transferrable
        • Marketer control
        • HTML
        • Viral actively
        • Opt-in
        • Not transferable
        • User control
        • FBML
        • Viral passively
      Differences EMAIL SOCIAL NETWORKING
    • 18.
      • 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
    • 19.
      • David Hendricks, [email_address]
      • Joshua Baer, [email_address]
      • David Daniels, [email_address]
      THANK YOU! QUESTIONS? Find Datran Media on Facebook to learn about future webinars and events that are designed to help marketers outperform all of their online marketing goals. Just search Datran Media and “become a fan.”