Email Gone Viral Email Share To Social
 

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 ...

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.

Email Gone Viral Email Share To Social Email Gone Viral Email Share To Social Presentation Transcript

  • Email Gone Viral: How To Extend Email Reach Through Social Sharing
    Loren McDonald, Silverpop
    @LorenMcDonald
    @Silverpop
  • Email FTAF is The Old Viral
    Less than 0.1% CTR
  • Social Email is The New Viral
    0.5% CTR
  • One to One to Many
  • Extends the Reach of Email
    Social network users are, on average, connected to
    between 100 and 150 friends
    24% average
    increased reach
  • High-Value Sharers Emerge
  • Agenda
    How Does Share-to-Social Work?
    The 6 Keys to Success
    Key Takeaways
    Q & A
  • Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works
  • This is NOT Share-to-Social / SWYN…
    But this is…
  • Insert Share Links
    ESP
    Or
    Custom Coding
    http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html
  • Personalized by recipient
  • Shared with Friends
  • The 6 Keys to Successful Integration of Social Networks and Email
  • 6 Keys to Successful Social/Email Integration
  • 1. Understand What Motivates People to Share
  • What Motivates People to Share?
  • Contributing to the Conversation
    Sharing benefits people through the value of the information shared in return
  • Self Interest
    Sharing rewards the pocketbook
  • Altruism
    Sharing makes them feel good
  • Validation
    Sharing feeds the ego
  • Affinity
    Sharing makes people feel more a part of the "community"
  • Prurience
    Sharing makes people feel less guilty for gawking
  • 2. Target the right social networks and media
  • Facebook Links Included 100% of the Time
    B2B Emails
    LinkedIn = 83%
  • Are 4 to 5 Networks the Right #?
  • 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%
  • 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
  • 3. Educate subscribers on how/why to share
  • Why Education is Key
    Despite growth, “sharing” is still early
    Different levels of social adoption
    Sharing features/networks can differ in approaches
  • Share to Social in Action
    Announce…
  • Explain...
  • Encourage
  • 4. Optimize email sharing design and link location
  • Link Location - Top, Middle or Bottom?
  • Content, Content, Content
  • Eat Better America - Bottom
  • Eat Better America - Top
  • Dinner Made Easy – Near Top
  • 5. Create shareworthy content
  • 8 Keys to Shareworthy Emails
  • What B2B Emails Are Shareworthy?
    • Relevant Articles
    • Event /Webinar Notifications
    • News / Press Releases
  • B2C - Recipes Are Naturally Viral
  • What’s Not Shareworthy?
    • Highly Personalised Emails
    • Transactional Emails
    • Long newsletters
    • Negative News
  • “Dough” + Valentine = Shareworthy
  • 6. Test, Analyze and Refine for Increased Sharing
  • Test – What’s Working/Not Working
    Copy/Offers
    Link Style/Layout/Location
    Broad versus Narrow Focus Messages
    Viral-Only Messages
    High-Value Sharers…
  • Identify Key Influencers
    Identify recipientswho shared yourmessage
    Create lists of key influencers
    Target them with future offers andincentives
  • 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
  • Takeaways/Resources
  • 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
  • Resources
    Emails Gone Viral, Social Sharing Benchmark Study
    Whitepaper, Email Marketing Goes Social
    Silverpop Email Marketing Resources
  • Contact Information
    lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com