Richard Evans: Social Media Integration into eMail Marketing

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    Notes on slide 1

    Opening slide style.

    Engagement Marketing is not interruptive, but two-day dialogs.

    Engagement Marketing is not interruptive, but two-day dialogs.It’s been happening. For a long time. But until recently your participation was optional. Today – it isn’t.

    Groundswell, winning in a world transformed by Social technologiesBy two Forrester Analysts, Charlene Li, Josh Bernoff

    You must listen more than you talkYou must respond when spoken toYour every action and impact has immediate and widespread resultsIf you don’t engage it doesn’t change a thing. The dialgue continues w/o you. You don’t want that

    The good implications too

    The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.

    Viral marketing with share to social

    Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)

    B2B Marketing emailB2B email marketing and social

    3 Favorites

    Richard Evans: Social Media Integration into eMail Marketing - Presentation Transcript

    1. Social Media Integration into Email Marketing Richard Evans, Silverpop
      OfficeArrow, LLC. 2009.
    2. Let’s talk social sharing in email...
      Marketing shifts
      How email intersects with social
      Case example
      54 million recipients tell us what works
      Hints and tricks to get you started
    3. Marketing has forever changed
    4. The old way of speaking to customers has shifted...
    5. From Push...
      Direct Mail, Bulk Email, Radio, TV,...
    6. ...to Pull...
      Search, PPC, Blogs
    7. ...to Engagement and Sharing
      Social, Conversations, Participation, Feedback,UGC
    8. Your brand used to be defined here...
    9. ...Now it’s defined here.
      By your market... Not just your marketing!
    10. The exploding ‘Groundswell’
      “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat.
      You can see it as an opportunity.”
    11. Let’s consider the implications
      • You define your brand and influence it.
      • You help shape it.
      • But, you do not control it.
    12. Let’s consider ALLthe implications
      • You have 24/7 market insight.
      • More (and less costly)methods of engaging.
      • Tens of thousands of people who can and will carry your message forward.
    13. The power of social media
      In 2008, 33%of online users were monthly users of social networks1
      Social network users are, on average, connected to between 150 and 200 friends3
      40% of email participants use social sites to gather product information and recommendations4
      “Social Media Consumption”– Jupiter Research, September 23, 2008
      “Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007
      3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication
      4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008
    14. So is email marketing dead?
    15. 92% of adult Internet users send or read email — far more than regularly visit any social network*
      According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**
      Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**
      *Pew American Life & Internet Study
      **AberdeenGroup
      Email is alive and well
    16. Integrating Email with Social
    17. The efficacy of a normal email campaign
    18. Social networks expand virally
    19. Social email is the new viral
    20. Extend your reach
      Brand exposure
      Impressions
      Acquisition
      List growth
    21. Generate buzz
      Viral buzz
      Word of mouth
      Brand awareness
    22. Identify your influencers
      Loyal enthusiasts
      Brand evangelists
      Your connection to a wider market
    23. Case Study
      National Express East Coast Trains
    24. National Express East Coast Trains
      Company Overview
      National Express ECT are a UK National Train Operating Company
      Have a well established email communications program which includes targeted content for newsletters and special offers
      Challenge
      Wanted a cost effective and efficient way to get their offers, already well received, into the wider community
      Solution
      Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’
    25. National Express + Share to Social
    26. Email recipients can add their own comments or endorsements
      Email Subject line becomes “Title” and “Mailing Notes” become the description teaser-text to be displayed.
      Users can select a thumbnail from some of the images in email, or opt to not include a picture
      Recipient taken to social site
    27. Results
      800 recipients shared the email offer
      80,000 additional impressions
      8% list growth
      33% people who viewed a shared item clicked through to the offer
      3x CTR of their standard emails
    28. Making it work for you
      Hints and Tips
    29. Make your messages Shareworthy
      • Build trust and engage with your customers.
      • Know what motivates your customers.
      • Create and state value.
      • Make sharing options visible and easy.
      • Reward and incent sharing.
    30. What B2B emails are Shareworthy?
      • Relevant Articles
      • Event /Webinar Notifications
      • News / Press Releases
    31. What’s not Shareworthy?
      • Highly Personalised Emails
      • Transactional Emails
      • Long newsletters
      • Negative News
    32. A First Look
      2009 Social Sharing Study
    33. Offer in subject line
      24%increase in sharing activity
      6%increase in views of shared content
    34. Branding in subject line
      89%increase in sharing activity
      58%increase in VIEWS of shared content
      293%increase in CLICK THROUGHS on shared content
    35. Business-to-Business
      57%higher rate of sharing compared to B2C
    36. Most popular…
      100% Included in every mailing
    37. Most popular…
      68%Social Network Effectiveness
    38. Placement and style
    39. Lifespan of viral email
      7 dayson average
    40. Putting it to use
    41. Add the links to your messages
    42. Know what networks work for you
    43. Optimize for those networks
    44. Optimize for those networks
    45. Getting started with social email
      Focus on ‘Shareworthiness’
      Make it easy to share
      Monitor social ‘buzz’ (and engage)
      Identify and reward your influencers
      Test everything and don’t be afraid to fail
    46. Resources
      Whitepaper, Email Marketing Goes Social
      Emails Gone Viral, Social Sharing Benchmark Study
    47. <Insert Dialogue Here>On Twitter: @Silverpopwww.slideshare.com/silverpopwww.silverpop.com

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