EMMC 11: Email and Social Media - Is it a marriage made in heaven or is it headed for divorce? - Andrew Kordek

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Presentatie van Andrew Kordek van Trendline Interactive op de E-mailmarketing Conferentie 2011 in Utrecht over e-mail en social media

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EMMC 11: Email and Social Media - Is it a marriage made in heaven or is it headed for divorce? - Andrew Kordek

  1. 1. Email and Social Media – Isit a marriage made inheaven or is it headed fordivorce?
  2. 2. SpeakerAndrew Kordek
  3. 3. Facebook page Actually use Twitter a Social account CRM system Have aSocial CRM system tolayer social Hand Corporate LinkedIndata on top of email s account data Down Integrate social and If… Integrate your email email with with a combined social link campaigns Email Integrate signup on your email Facebook with social page or share Twitter stream
  4. 4. Social Media ExplainedSource: epicponyz.com
  5. 5. EMAILEXPLAINED
  6. 6. SOCIALNETWORKING BEGANHERE 1971
  7. 7. EMAIL ISFOR OLD
  8. 8. SOCIAL IS COOL
  9. 9. SOCIAL MEDIA DOES NOT WORK
  10. 10. SOCIALMEDIA ISNOT ANEITHER IS EMAIL.TACTIC.
  11. 11. Addressable Voice Mobile Email Mobile Email SMS SMS + MMS IM IM IM IM  Email Email Email Email Direct Mail Direct Mail Direct MailDirect Mail Direct Mail Telephone TelephoneTelephone Telephone Telephone <1990 1990s 1999 2000s 2010TV TV TV TV TVRadio Radio Radio Radio RadioPrint Print Print Print Print DisplayDisplay Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search Landing Pages Paid Search Paid Search Microsites Landing Pages Landing Pages Online Video Microsites Microsites Affiliate Marketing Online Video Online Video Webinars Blogs Webinars Affiliate Marketing RSS Affiliate Marketing Webinars Podcasts Blogs Contextual  RSS Wikis Mobile Web Podcasts MySpace Contextual Behavioral Wikis Facebook Mobile Web Twitter MySpace YouTube Virtual Worlds Augmented Reality Widgets Flickr Location‐Based (e.g., Foursquare)
  12. 12. T O C U TTHROUGH THENOISE WE NEEDTO UNDERSTANDW H A TMOTIVATE S
  13. 13. CORPORA
  14. 14. AS ASSETS, THEY NEED TO BECULTIVATED
  15. 15. PROTECTED
  16. 16. ANDUNDERSTOOD
  17. 17. THEY ARE INLIMITED
  18. 18. READERS,LISTENERS & VIEWERS
  19. 19. Source: ExactTarget, Subscribers Fans and Followers ExactTarget,
  20. 20. SUBSCRIBERSWANT MET
  21. 21. “Email let’s meYour immediately scancompetition in subject lines and clean out irrelevantthe inbox is or uninteresting emails, leaving onlyevery email that what I am interested in.”is more relevant “If after 2-3 emailsthan your email there isn’t anything relevant or exciting enough to me, I unsubscribe myself.”
  22. 22. What motivated you to give a company, association, ororganization your email address? To receive discounts and promotions 67% To get a “freebie” in exchange for my email address 55%Subscribers’ typical action when they are no longerinterested in a company’s permission emails Click the link to “unsubscribe” 67% Delete emails when they arrive 17% Click the “spam” or “junk” button 8% Nothing, just ignore the emails 6% Setup a filter in my email program 2%Source: ExactTarget, Subscribers Fans and Followers: Email X-Factors, A Research Report & The Social Break-Up
  23. 23. IN 2010, 43% OF ONLINEPOPULATION BELIEVETHAT EMAIL IS “FUN”,COMPARED TO 55% IN2008**Merkle "View From the Digital Inbox 2011" (2011)
  24. 24. FANS WANTT O B E
  25. 25. Source: ExactTarget – Subscribers, Fans and Followers: Facebook X-Factors
  26. 26. To receive discounts and promotions 40% To show my support for the company to others 39% To get a “freebie” (e.g., free samples, coupon) 36% To stay informed about the activities of a company 34% The company posted too frequently 44% My wall was becoming too crowded with marketing posts and I needed to get rid of some of them 43% The content became repetitive or boring over time 38% I only “liked” the company to take advantage of a one-time offer 26%Source: ExactTarget, Subscribers Fans and Followers: Facebook X-Factors & The Social Break-UP
  27. 27. FANS ARE FICKLE 71% REPORT BEING MORE SELECTIVE ABOUT “LIKING” A COMPANY THAN THEY WERE LAST YEARExactTarget "The Social Break-Up" (2011)
  28. 28. FOLLOWERSWANT
  29. 29. To get updates on future products 38% To stay informed about the activities of a company 32%Follow To receive discounts and promotions 31% To get updates on upcoming sales 30% The content became repetitive or boring over time 52% My Tweet stream was becoming too crowded with marketing posts and I needed to get rid of some of them 41%Unfollow The company posted too frequently 39% I only “followed” the company to take advantage of a 1 time offer 27% Source: ExactTarget, Subscribers Fans and Followers: Twitter X-Factors & The Social Break-Up
  30. 30. EMAIL AND SOCIAL MEDIAACTIVITY ARE MANAGEDAS TWO SEPARATECHANNELS BY ALMOSTHALF OF COMPANIES(45%).
  31. 31. 58% OFMARKETE RS SAYCHANNELSCOMPETE FOR
  32. 32. Space t i on ca mun iA cc C om Lis epta t en nce i ng Re sp e ct ve Lo
  33. 33. Growth Content Data Campaigns Audience Fit Metrics
  34. 34. Audience Fit
  35. 35. “Each channelContent companies use should be customized for that group so that each group feels important. That way a consumer can follow on Twitter, Facebook, and by email and not be overloaded with the same information.”
  36. 36. Content• Consider humanizing your content• Pull in social content• Pull in user generated content • Tweets • Reviews• Connect your brand• Speak using a voice and not in marketing speak.
  37. 37. Email messages that includea social media sharingoption generate a 30%higher click-through rate(CTR) than those withoutsharing options- andmessages with three ormore sharing optionsgenerate a 55% higher CTR.GetResponse "Email Marketing and Social MediaIntegration Report" (2010)
  38. 38. Roughly 80% of marketers say that social sharing "extends the reach of email content to new markets" (81%) and "increases brand reputation and awareness" (78%).Source: Silverpop - MarketingSherpa "Email Marketing Benchmark Survey" (2010)
  39. 39. Growth54.12% of US smallbusinesses plan toallow users to signup for emailsdirectly from socialmedia sites, likeFacebook.AWeber "Email Marketing CustomerSurvey" (2010)
  40. 40. Growth
  41. 41. Growth
  42. 42. Growth
  43. 43. Email Top Half Campaigns Bottom Half
  44. 44. Campaigns
  45. 45. Metrics • Website traffic generated by social links • Number of comments or discussions on FB or LinkedIn from content delivered via email • Social sharing rates • Opt in rates from social sign up forms • CTR’s on social buttons in email templates • Subscriber referral value
  46. 46. Data
  47. 47. Data Data
  48. 48. Final Thoughts• Social/Email integration is evolving, don’t emulate everyone else• Message each channel differently• Sharing is emotional. Give them a REALLY GOOD reason to share• SWYN may not be right for your email program• Find ways for channels to work FOR one another• Move beyond the button• EVERYONE is in this together. Work as a team• Social & email integration is a business description, not a technical one• Accept that it is channels working together on content, timing and execution….for a common goal
  49. 49. HOW WILLYOUDEMONSTRATE
  50. 50. Thank You Get StartedAndrew Kordek, Chief StrategistWeb: www.trendlineinteractive.comTwitter: @trendlinei or @andrewkordekSkype: andrew.kordekEmail: andrew@trendlineinteractive **Any other method you see fit**

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