Email Marketing Goes Social

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  • + naynerz naynerz 7 months ago
    hey will, this is a great presentation!! love how you’ve made it easy for people to understand how email marketing has evolved, and how people use it today... :)
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Notes on slide 1

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

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Email Marketing Goes Social - Presentation Transcript

  1. Email Marketing Goes Social
  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

+ SilverpopSilverpop, 7 months ago

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