Mocial Email Strategies Mobile Social Local Sydney

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Presentation by Loren McDonald in Sydney, Australia September 27 at the Online Retailing conference and September 30 at Silverpop's Master Class seminar.

Presentation maps out marketing tactics for integrating your email program with "mocial" (mobile, social, local) channels. Four areas focused on are:

1) Mocial opt-ins (growing your database)
2) Extending message reach (sharing)
3) Getting personal (need for a more human, personality driven content approach)
4) Design for context (multiple device types, multiple screen sizes and touch screens).

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  • Get data from their social profile and use progressive forms to get the rest over time.
  • Mocial Email Strategies Mobile Social Local Sydney

    1. 1. Email Strategies in a World Gone “Mocial”<br />Loren McDonald<br />VP, Industry Relations<br />Silverpop <br />Twitter: @LorenMcDonald<br />Google+: +Loren McDonald <br />
    2. 2. The World Has Changed<br />Marketing<br /> v<br />
    3. 3. 25M<br />Social media is becoming ubiquitous<br />25M<br /> 800M 200M<br />
    4. 4.
    5. 5. Social Media Presence: Australian Businesses<br />
    6. 6. Q4 2010<br />Smartphone Sales Pass PC Sales<br />
    7. 7. 100+ Million Tablets Expected to Sell in 2012<br />
    8. 8. 25 billion downloaded by 2015 <br />Juniper Research<br />Mobile Apps are Exploding<br />
    9. 9. 12+ Million Users WW<br />Check-ins per day: Over 3 million<br />Businesses: 500,000 using the Merchant Platform<br />
    10. 10. But let’s not freak out – email still rocks!<br />
    11. 11. So how about like 2 Billion <br />email users?<br />Radacati Group<br />
    12. 12. Social Email<br />Conversation<br />Conversion<br />Email drives the ROI in “Mocial”<br />
    13. 13. So what the heck is mocial?<br />mobile + social + local + email<br />
    14. 14. Mocial = Email Marketing Obstacles and Opportunities<br />
    15. 15. Agenda – Today I Will Look at 4 Areas<br />
    16. 16. Facebook Brand Page Opt-in<br />
    17. 17. Social Sign-in Is the Future<br />Increases form completion rates by 10-50%<br />
    18. 18. Source Janrain<br />Social Profile Data by Network<br />
    19. 19. SMS to Email Opt-in<br />Text to 12345<br />ABCD ADD [your email address]<br />POS<br />Ads<br />Events<br />
    20. 20. <ul><li> Point-of-sale
    21. 21. Throughout store
    22. 22. Events
    23. 23. Customer service reps</li></ul>Tablet/Kiosk Mobile Opt-in<br />
    24. 24. Agenda – Extend Message Reach<br />
    25. 25. Transition: Share>Find>Follow>Like<br />
    26. 26. More Than 2/3 Include Like/Follow<br />Silverpop Study: Top Online US Retailers<br />
    27. 27. Promote Likes/Follows<br />
    28. 28. Holiday card: Sent 12/24<br />Facebook album: 150+ photos added<br />
    29. 29. Sharing Done Right – What’s Your Ice Cream?<br />
    30. 30. Agenda – Get Personal<br />
    31. 31. [get pur-suh-nl]<br />Marketing content that speaks with a “human” voice.<br />Targeted, personally relevant messaging based on consumer preferences, demographics and behaviour.<br />Dude, lose the corporate speak.<br />
    32. 32. Old Rule:<br />Sell the sizzle, not the steak.<br />
    33. 33. New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />
    34. 34.
    35. 35. Let Customers Do the Selling<br />30+%Increase in Orders and Sales<br />
    36. 36. Agenda – Design for Context<br />
    37. 37. Going Mobile / Screensize-apalooza<br />
    38. 38. Where is Your Email Being Read?<br />
    39. 39. So Context Means…<br />
    40. 40. Old mouse<br />New mouse<br />The New Design Challenge<br />
    41. 41. Source: StyleCampaign.com, Litmus<br />Do Your Email’s Have the Touch?<br />
    42. 42. 4 Takeaways<br />
    43. 43. What are you doing to <br />advance your email program<br />in a world gone mocial?<br />
    44. 44. Q & A / Contact Information / Thanks<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />Twitter: @Silverpop<br />Google+: +Loren McDonald<br />www.slideshare.net/silverpopwww.silverpop.com<br />
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