Epsilon's Making Social Media Relevant To Email Webinar

Making social media relevant to email 15 th April 2010

Today’s presenter:
Hayden Saunders
Technical Consultant
Specialises in new media consultancy, project management & software
implementation

During this session we intend to:
define the social media marketing landscape
understand social media’s relationship with email
practically demonstrate changes that can be made to your email strategy today to take advantage of the opportunity
review how ROI from email driven social media solutions can be measured

The social media marketing landscape
The rise of social media
New forum for public, real-time communication
Amplifies and broadcasts consumer voice
Connects disparate communities
or Become paralysed by the complexity and apparent loss of control Embrace the shifting marketplace and start participating in new ways to engage with consumers and influence behaviour

Growth of social media sites Source: Compete.com March 2010

Time spent: Google vs. Facebook Google Facebook Source: Alexa.com & Compete.com (March 2010)

Search Spend vs. Social Media Spend in the UK £115 £2,750 £3,086 £175 Source: Econsultancy.com & eMarketer.com

Don’t Know Enough about it (37%)
Difficult to Measure (37%)
No Budget (26%)
No Resources/Time (25%)
Not Proven or Tested (19%)
Legal Constraints / Corporate Policy (15%)
Social Media is not good use of employee time (7%)
(taken from Equation Research: 2009 Marketing Industry Trends Report)
Why Companies avoid social media adoption

How is social media currently being used? Increased brand awareness was seen as major benefit of social media by 73% of companies [ Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009] 64% of companies are planning to increase their budget for on-site social media (such as blogs or ratings and reviews). [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010] Two-thirds of marketers are planning to increase investment in social media even though less than one-fifth can effectively measure ROI. [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010] SMEs are embracing social media more quickly. Of the smaller ompanies (those with a turnover of less than £1 million), 46% say that the company view is that social media ―provides tremendous opportunities. [Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009] MARKETERS RECOGNISE THE OPPORTUNITY OF SOCIAL MEDIA BUT HOW DO WE BRIDGE THE GAP BETWEEN UNDERSTANDING & LEVERAGING THE OPPORTUNITY?

Captures new prospects and rich profile information Drives traffic & subscriptions Encourages sharing Sales Conversions

Social assets
Website
Social email subscriptions
Social applications
Drive subscriptions, not just conversations and immediate sales
Promoting assets
Integrate social media promotion with email capture

Email marketing
Identify social sharers, influencers
Track who is sharing your web and email content
Use social media data enrichment tools
Targeting, remarketing
Target social media influencers and social sharers

Social media data enrichment EmailAddress Name EarliestActivityDate Most Recent Activity Date TotalCommercialSites Jobs Gender Colleges TotalNumberOfFriends TotalSocialNetworks TotalSites Age Location Social website membership (which sites) Profile addresses

Sharing
Email
Include sharing links in email
Include follow and fan links

Paste in webinar invite email

Paste in follow and fan links

Conclusions
Email and social media can work together to drive one another
No significant ongoing time commitment required
Need to ensure you can measure success
Test and optimise

Epsilon's Making Social Media Relevant To Email Webinar

by Epsilon International

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Epsilon’s Making Social Media Relevant To Email Webinar Presentation Transcript