Email Gone Viral Email Share To Social

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept

    B2B Marketing emailB2B email marketing and social

    Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.

    7 Favorites

    Email Gone Viral Email Share To Social - Presentation Transcript

    1. Email Gone Viral: How To Extend Email Reach Through Social Sharing
      Loren McDonald, Silverpop
      @LorenMcDonald
      @Silverpop
    2. Email FTAF is The Old Viral
      Less than 0.1% CTR
    3. Social Email is The New Viral
      0.5% CTR
    4. One to One to Many
    5. Extends the Reach of Email
      Social network users are, on average, connected to
      between 100 and 150 friends
      24% average
      increased reach
    6. High-Value Sharers Emerge
    7. Agenda
      How Does Share-to-Social Work?
      The 6 Keys to Success
      Key Takeaways
      Q & A
    8. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works
    9. This is NOT Share-to-Social / SWYN…
      But this is…
    10. Insert Share Links
      ESP
      Or
      Custom Coding
      http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html
    11. Personalized by recipient
    12. Shared with Friends
    13. The 6 Keys to Successful Integration of Social Networks and Email
    14. 6 Keys to Successful Social/Email Integration
    15. 1. Understand What Motivates People to Share
    16. What Motivates People to Share?
    17. Contributing to the Conversation
      Sharing benefits people through the value of the information shared in return
    18. Self Interest
      Sharing rewards the pocketbook
    19. Altruism
      Sharing makes them feel good
    20. Validation
      Sharing feeds the ego
    21. Affinity
      Sharing makes people feel more a part of the "community"
    22. Prurience
      Sharing makes people feel less guilty for gawking
    23. 2. Target the right social networks and media
    24. Facebook Links Included 100% of the Time
      B2B Emails
      LinkedIn = 83%
    25. Are 4 to 5 Networks the Right #?
    26. Facebook is Most Effective
      Which social networks drive the
      most additional email “views/opens”?
      Facebook has highest social network effectiveness:
      • Average = 68%
      • Top Quartile average = 195%
    27. Keys to Targeting the Right Networks
      Utilize third-party research
      Survey subscribers/Monitor network activity
      Test and analyze click/share activity
      Identify subtrends
      e.g., High-value sharers
      Kill the losers
    28. 3. Educate subscribers on how/why to share
    29. Why Education is Key
      Despite growth, “sharing” is still early
      Different levels of social adoption
      Sharing features/networks can differ in approaches
    30. Share to Social in Action
      Announce…
    31. Explain...
    32. Encourage
    33. 4. Optimize email sharing design and link location
    34. Link Location - Top, Middle or Bottom?
    35. Content, Content, Content
    36. Eat Better America - Bottom
    37. Eat Better America - Top
    38. Dinner Made Easy – Near Top
    39. 5. Create shareworthy content
    40. 8 Keys to Shareworthy Emails
    41. What B2B Emails Are Shareworthy?
      • Relevant Articles
      • Event /Webinar Notifications
      • News / Press Releases
    42. B2C - Recipes Are Naturally Viral
    43. What’s Not Shareworthy?
      • Highly Personalised Emails
      • Transactional Emails
      • Long newsletters
      • Negative News
    44. “Dough” + Valentine = Shareworthy
    45. 6. Test, Analyze and Refine for Increased Sharing
    46. Test – What’s Working/Not Working
      Copy/Offers
      Link Style/Layout/Location
      Broad versus Narrow Focus Messages
      Viral-Only Messages
      High-Value Sharers…
    47. Identify Key Influencers
      Identify recipientswho shared yourmessage
      Create lists of key influencers
      Target them with future offers andincentives
    48. How to Measure Success
      Process
      Email share click-through rate
      Network opens/rate
      Network clicks/rate
      Performance by network
      Who is sharing – influencer rates
      Output
      New subscribers
      Additional reach
      Conversions/revenue
    49. Takeaways/Resources
    50. Key Takeaways
      Narrow your network focus
      Make it easy to share
      Determine what your subscribers find most ‘Shareworthy’
      Identify and reward your key influencers
      Test everything and don’t be afraid to fail
    51. Resources
      Emails Gone Viral, Social Sharing Benchmark Study
      Whitepaper, Email Marketing Goes Social
      Silverpop Email Marketing Resources
    52. Contact Information
      lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com

    + SilverpopSilverpop, 3 weeks ago

    custom

    1257 views, 7 favs, 1 embeds more stats

    Presentation on integrating email with social netwo more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 1257
      • 1253 on SlideShare
      • 4 from embeds
    • Comments 0
    • Favorites 7
    • Downloads 13
    Most viewed embeds
    • 4 views on http://webstrategydigest.com

    more

    All embeds
    • 4 views on http://webstrategydigest.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories