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Email Gone Viral: How To Extend Email Reach Through Social Sharing<br />Loren McDonald, Silverpop <br />@LorenMcDonald<br ...
Email FTAF is The Old Viral<br />Less than 0.1% CTR<br />
Social Email is The New Viral<br />0.5% CTR              <br />
One to One to Many<br />
Extends the Reach of Email<br />Social network users are, on average, connected to <br />between 100 and 150 friends<br />...
High-Value Sharers Emerge<br />
Agenda<br />How Does Share-to-Social Work?<br />The 6 Keys to Success<br />Key Takeaways<br />Q & A<br />
Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works<br />
This is NOT Share-to-Social / SWYN…<br />But this is…<br />
Insert Share Links<br />ESP<br />Or <br />Custom Coding<br />http://www.email-marketing-reports.com/iland/2008/10/coding-e...
Personalized by recipient<br />
Shared with Friends<br />
The 6 Keys to Successful Integration of Social Networks and Email <br />
6 Keys to Successful Social/Email Integration<br />
1. Understand What Motivates People to Share<br />
What Motivates People to Share?<br />
Contributing to the Conversation<br />Sharing benefits people through the value of the information shared in return<br />
Self Interest<br />Sharing rewards the pocketbook<br />
Altruism<br />Sharing makes them feel good<br />
Validation<br />Sharing feeds the ego<br />
Affinity<br />Sharing makes people feel more a part of the &quot;community&quot;<br />
Prurience<br />Sharing makes people feel less guilty for gawking<br />
2. Target the right social networks and media<br />
Facebook Links Included 100% of the Time<br />B2B Emails<br />LinkedIn = 83% <br />
Are 4 to 5 Networks the Right #?<br />
Facebook is Most Effective<br />Which social networks drive the <br />most additional email “views/opens”?<br />Facebook h...
 Top Quartile average = 195%</li></li></ul><li>Keys to Targeting the Right Networks<br />Utilize third-party research<br /...
3. Educate subscribers on how/why to share<br />
Why Education is Key<br />Despite growth, “sharing” is still early<br />Different levels of social adoption<br />Sharing f...
Share to Social in Action<br />Announce…<br />
Explain...<br />
Encourage<br />
4. Optimize email sharing design and link location<br />
Link Location - Top, Middle or Bottom?<br />
Content, Content, Content<br />
Eat Better America - Bottom<br />
Eat Better America - Top<br />
Dinner Made Easy – Near Top<br />
5. Create shareworthy content<br />
8 Keys to Shareworthy Emails<br />
What B2B Emails Are Shareworthy?<br /><ul><li>Relevant Articles
Event /Webinar Notifications
News / Press Releases</li></li></ul><li>B2C - Recipes Are Naturally Viral<br />
What’s Not Shareworthy?<br /><ul><li>Highly Personalised Emails
Transactional Emails
Long newsletters
Negative News</li></li></ul><li>“Dough” + Valentine = Shareworthy<br />
6. Test, Analyze and Refine for Increased Sharing<br />
Test – What’s Working/Not Working<br />Copy/Offers<br />Link Style/Layout/Location<br />Broad versus Narrow Focus Messages...
Identify Key Influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers	<br />Target ...
How to Measure Success<br />Process<br />Email share click-through rate<br />Network opens/rate<br />Network clicks/rate<b...
Takeaways/Resources<br />
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Email Gone Viral Email Share To Social

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Presentation on integrating email with social networks - a process called "share-to-social." From a Webinar with Penton Media, the presentation outlines 6 keys to sucessfully integrating email and social networks.

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  • 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.
  • Transcript of "Email Gone Viral Email Share To Social"

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