Social, Mobile and Local:Why They Matter for Email Marketers@Silverpop@LorenMcDonald
Digital Marketing Channel Explosion
Your Web site may no longer be the center of               your universe     Pre-Copernicus (1543)
Not a fad…but a way of life            25M                        75M800M         250+M
Smartphone Sales Pass PC Sales                                 Q4 2010
100+ Million Tablets Expected to Sell in 2012
Mobile Apps are Exploding  25 billion downloaded by 2015                            Juniper Research
Mobile & Social are Converging
Foursquare Adding 1 Million Users a Month             Now 20MM                                     Facebook               ...
We call this “mocial”mobile + social + local + email
Mocial
Social        EmailLocal             Mobile
Facebook Request for Permission
Social Login – The new opt-in form  66% of people prefer social sign up
Social Profile Data by Network     Email                                                 Name                   ...
• Holiday card: Sent 12/24/10• Facebook album: 150+ photos  added
“Doughboy” + Valentine = Shareworthy
Sharing Done Right – What’s Your Ice Cream?
[get pur-suh-nl]1. Marketing content that speaks   with a “human” voice.2. Targeted, personally relevant   messaging based...
• Service tone• Human• 50%conversion
How-to video
Let Customers Do the Selling    1/3 Increase in Orders and Sales
Social        EmailLocal             Mobile
Going Mobile / Screensize-apalooza
Where is Your Email Being Read?
So Context Means…ScannableSingular calls to actionLarger fontsSingle columnsBullet-proof / large CTA buttonsDesign for tou...
The New Design Challenge    Old mouse          New mouse
Do Your Email’s Have the Touch?Source: StyleCampaign.com, Litmus
Know Your AudienceSource: Unica Corporation/Pivotal Veracity
Regular   Mobile 64% higher    CTRA/B test sent to frequent   mobile   openers
SMS to Email Opt-in
Tablet/Kiosk Opt-in Collection
QR Codes to Email Opt-in                           • Printed collateral                           • Tradeshow booth       ...
25+% of Apps Used Only Once
Apps: FB Connect & Email Opt-in
Social        EmailLocal             Mobile
Gamification
Why should marketers care?
Check-in Marketing Opportunities  Local Offers                 Sweepstakes   Loyalty    Twitter                           ...
Opt-Ins Increase Email Signups
Sweepstakes & Scavenger Hunts Run sweepstakes and scavenger hunts based on when someone checks in to a                   l...
Sweepstakes Sign-Up
EmailConfirmation
Participants Check-In
Don’t be afraid to jump in
About Silverpop
Contact         Loren McDonald    Twitter: @LorenMcDonald    lmcdonald@silverpop.com     Google+: Loren McDonald   Twitter...
Social Mobile Local and Email Marketing
Social Mobile Local and Email Marketing
Social Mobile Local and Email Marketing
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Social Mobile Local and Email Marketing

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In this webinar, Silverpop’s Loren McDonald offers his advice for leveraging social, mobile and local “mocial” channels to integrate with and support email marketing.

Areas covered include:
- Social registrations
- Opt-in forms on Facebook pages
- Share to social
- Incorporating personality and "humanized" content to increaes engagement
- Designing emails for mobile devices
- Using mobiel apps, SMS, QR codes, tablets/iPads and check-in (Foursquare, Facebook) promotions to grow email opt-ins

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Social Mobile Local and Email Marketing

  1. 1. Social, Mobile and Local:Why They Matter for Email Marketers@Silverpop@LorenMcDonald
  2. 2. Digital Marketing Channel Explosion
  3. 3. Your Web site may no longer be the center of your universe Pre-Copernicus (1543)
  4. 4. Not a fad…but a way of life 25M 75M800M 250+M
  5. 5. Smartphone Sales Pass PC Sales Q4 2010
  6. 6. 100+ Million Tablets Expected to Sell in 2012
  7. 7. Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research
  8. 8. Mobile & Social are Converging
  9. 9. Foursquare Adding 1 Million Users a Month Now 20MM Facebook also has 350MM Mobile users Over 3 million check-ins per day 500,000 using the Merchant Platform
  10. 10. We call this “mocial”mobile + social + local + email
  11. 11. Mocial
  12. 12. Social EmailLocal Mobile
  13. 13. Facebook Request for Permission
  14. 14. Social Login – The new opt-in form 66% of people prefer social sign up
  15. 15. Social Profile Data by Network Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Source Janrain
  16. 16. • Holiday card: Sent 12/24/10• Facebook album: 150+ photos added
  17. 17. “Doughboy” + Valentine = Shareworthy
  18. 18. Sharing Done Right – What’s Your Ice Cream?
  19. 19. [get pur-suh-nl]1. Marketing content that speaks with a “human” voice.2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.3. Dude, lose the corporate speak.
  20. 20. • Service tone• Human• 50%conversion
  21. 21. How-to video
  22. 22. Let Customers Do the Selling 1/3 Increase in Orders and Sales
  23. 23. Social EmailLocal Mobile
  24. 24. Going Mobile / Screensize-apalooza
  25. 25. Where is Your Email Being Read?
  26. 26. So Context Means…ScannableSingular calls to actionLarger fontsSingle columnsBullet-proof / large CTA buttonsDesign for touch …
  27. 27. The New Design Challenge Old mouse New mouse
  28. 28. Do Your Email’s Have the Touch?Source: StyleCampaign.com, Litmus
  29. 29. Know Your AudienceSource: Unica Corporation/Pivotal Veracity
  30. 30. Regular Mobile 64% higher CTRA/B test sent to frequent mobile openers
  31. 31. SMS to Email Opt-in
  32. 32. Tablet/Kiosk Opt-in Collection
  33. 33. QR Codes to Email Opt-in • Printed collateral • Tradeshow booth • Signage • TV
  34. 34. 25+% of Apps Used Only Once
  35. 35. Apps: FB Connect & Email Opt-in
  36. 36. Social EmailLocal Mobile
  37. 37. Gamification
  38. 38. Why should marketers care?
  39. 39. Check-in Marketing Opportunities Local Offers Sweepstakes Loyalty Twitter Messaging Email Marketing
  40. 40. Opt-Ins Increase Email Signups
  41. 41. Sweepstakes & Scavenger Hunts Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
  42. 42. Sweepstakes Sign-Up
  43. 43. EmailConfirmation
  44. 44. Participants Check-In
  45. 45. Don’t be afraid to jump in
  46. 46. About Silverpop
  47. 47. Contact Loren McDonald Twitter: @LorenMcDonald lmcdonald@silverpop.com Google+: Loren McDonald Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com
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