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Email Working With Social Networks Adma July 9 09

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    Notes on slide 1

    The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.

    “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

    Viral marketing with share to social

    Users upload or create their content the same way they always haveUsers Place Cursor where they want the “share” links insertedUsers click new “Insert Social Network Share” button in the WYSIWYG EditorUsers Select which network sharing options they want to offer and what layout format they prefer

    In this Facebook example, the recipient can verify that they want to post this email and adjust a few details of how the email posting will appear in their friends “News Feeds.” Each Social Network is a little different, but the all follow the general outline of this flow.

    Once users post the email, all of their friends can see this as a story in the “News Feed.” They can also navigate to the poster’s profile page and review all of their recent activity including posts like this.

    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.

    B2B Marketing emailB2B email marketing and social

    From Larry Lentz: Share to Social allowed us to take a step back and view and analyze what we were sending out to our users. Although we saw the introduction of dynamic content being a huge step forward for us in delivering relevant content to our customers share to social made us look hard into our communication style. We questioned advocacy and how we could actually leverage our existing customers, people we have relationship opportunities with, to speak for us and on our behalf. So we stepped back and looked at our messaging and before every email we ask our selves “What about this email would make me forward this on to my friends and/or family.” If there is opportunity for immediate change then we change it, could be verbiage, could be call to action, could actually be the entire fare or campaign, but the point is we want to make sure we give that opportunity and that’s what share to social has done to Air New Zealand North America’s strategy.

    Initial Testing

    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

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

    50% of our customers use S2SBiillions of emails160 clients in study North American, EMEA, Asia Pac80/20 B2C versus B2C

    Email best practices still reign

    Email best practices still reign

    Facebook was offered in 100% of all mailings evaluated. In the mailings where it was offered, items were shared to Facebook 90% of the time.Twitter – 81%

    4th most shared network, but 3 times the click rate

    1/3 of all emails had no offer associated – yet the majority were still shared.

    Single offers, with % off is best

    Header is 1.5x better than footer

    Consider implications for limited time offers…sharing content continues to be referenced for up to two weeks

    4 Favorites

    Email Working With Social Networks Adma July 9 09 - Presentation Transcript

    1. Email Marketing Goes Social
      How Email and Social Networking can Work Together
      ADMA Forum 2009
      July 9th, 2009
    2. Speakers & Agenda
      Agenda
      How email intersects with social
      How does it work
      Case Studies
      Sneak-Peak: Social Email Study Results
      Questions & Answers
      Will Schnabel
      VP International, Silverpop
      Larry Lentz
      Online Marketing Manager, Air New Zealand
    3. Integrating Email with Social
    4. The Informed Consumer
      Customers & Prospects are:
      • More informed than ever
      • Seeking out relationships
      • Asserting more control
      • Expecting companies to participate in dialogues with them
    5. The Rise of Communities
      In Australia, 75%of adults use social technologies
      41%of youth aged 12 to 21 visit social sites daily
      50% of adult Australians are members of social networks (with 4.6M on Facebook alone)
      Social users are connected to between 150 and 200 ’friends’
      40%of social network participants use social sites to gather product information and recommendations
    6. So Is Email Marketing Dead?
    7. 92% of adult Internet users send or read email — more than regularly visit any social network*
      Email still 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
    8. The efficacy of a normal email campaign
    9. Social networks expand virally
    10. Social email is the new viral
    11. Social email is the new viral
    12. Extend your reach
      Brand exposure
      Impressions
      Acquisition
      List growth
    13. Generate buzz
      Viral buzz
      Word of mouth
      Brand awareness
    14. Generate more than just buzz
      Reach more buyers
      In more places
      With less effort
      And little to no additional expense
    15. Identify your influencers
      Loyal enthusiasts
      Brand evangelists
      Your connection to a wider market
    16. How does it work
    17. Select social networks during creative
    18. Icons are added to creative
    19. Recipients share to the network
      Email recipient can add their own comments or endorsements
      Email Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed.
      Select a thumbnail image from the email creative
    20. Friends are notified
    21. You report and target
    22. Identify key influencers
      Identify recipientswho shared yourmessage
      Create lists of key influencers
      Target them with future offers andincentives
    23. Are you Shareworthy?
      Hints and Tips
    24. Make your messages Shareworthy
      • Build trust and engage with your customers.
      • Know what motivates your customers.
      • Keep the message simple.
      • State the value.
      • Make sharing options visible and easy.
    25. What B2C emails are Shareworthy?
      • Great offers
      • New season / product announcements
      • Sale Notifications
    26. What B2B emails are Shareworthy?
      • Relevant Articles
      • Event /Webinar Notifications
      • News / Press Releases
    27. What’s not Shareworthy?
      • Highly Personalised Emails
      • Transactional Emails
      • Long newsletters
      • Negative News
    28. Case Studies
    29. Air New Zealand
      Company Overview
      Air New Zealand services the Asia/Pacific region, Europe, and North America as well as two dozen cities within New Zealand
      Have a successful email communications program
      Using dynamic content capabilities allows Air New Zealand to send relevant emails based upon subscriber’s origin city in addition to promotion of events based upon zip code
      Challenge
      Seeking new ways to engage and expand their existing customer base
      Solution
      Utilizing ‘Share-to-Social’ feature as a channel to build customer advocacy
    30. Air New Zealand – Share to Social
    31. Air New Zealand – Share to Social
      Sharing the right email
      • Relevant offer
      • Provides customer with flexibility of messaging and display
      • High “share-ability” with many options
    32. Comparison of Results
      Promotional email to its Canadianlist had an overall open rate of 31% and click rate of 11%.
      Of those who posted to a social network:
      46% shared on Facebook
      45% shared on Twitter
      2/3 of those that share on Twitter open up the Tweet versus only 1/3 on Facebook
      33% of those who posted had at least one open of the post
    33. Comparison of Results
      • Promotional email to its UK list had an overall open rate of 24% and click rate of 4%.
      • Of those who posted to a social network:
      • 44% shared on Facebook
      • 32% shared on Twitter
      • Only 2% of those that share on Twitter open up the Tweet versus 97% on Facebook!
      • 25% of those who opened a shared post clicked through
      • No one clicked on the “Share with a Friend” (F2AF) link
    34. National Express East Coast Trains
      Company Overview
      National Express ECT are a U.K. 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’
    35. National Express – Share to Social
      Sharing the right email
      • Compelling offer
      • Simple messages
      • Explanation of the links
    36. 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
    37. A First Look
      2009 Social Sharing Study
    38. Branding in subject line
      2xincrease in sharing activity
      293%increase in CLICK THORUGHS on shared content
    39. Offer in subject line
      1.5xincrease in sharing activity
    40. The Networks
    41. Most used…
      90% share rate
    42. Most likely to click…
      318% above average click rate
    43. The Offer
    44. This slide intentionally left blank
    45. % off resonates
      2xhigher share rate compared to multi-offer
      4xhigher shared ratecompared to dollar off
    46. Layout and Content
    47. Placement and style matter
      GoodHeader or footer of email. Matching style of font and text.
      Header 1.5x better than footer.
    48. Placement and style matter
      BetterProminent placement in middle of message body.
      2x better!
    49. How long do socially viral email live?
      11-15 days of share activity from initial share
    50. Putting it to use
    51. 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
    52. Resources
      Whitepaper, Email Marketing Goes Social
      Social Study w/ full results available on www.silverpop.com
    53. Thank you!wschnabel@silverpop.comTwitter: @wschnabel or @silverpopwww.slideshare.net/silverpopwww.silverpop.com

    + SilverpopSilverpop, 4 months ago

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