Your SlideShare is downloading. ×

Social Email Marketing

567
views

Published on

Published in: Business, Technology

0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
567
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • EMAIL TO TWITTER
  • EMAIL TO PLURK
  • Transcript

    • 1. Social Email Marketing By: Elaine Uy Chief Marketing Officer Yehey! Digital Group sMail Marketing
    • 2.
      • “ The popularity of social networks shouldn't spell the end for email marketing but rather the beginning of a harmonious relationship. ”
      • -iMediaConnection.com-
    • 3. Communication/Marketing Channel Landscape “ social email”
    • 4. A world of new inboxes.
    • 5. Social Media Ecosystem
      • Social Networking
      • Publish
      • Photo
      • Audio
      • Video
      15 Social Media Categories
      • Micro-Blogging
      • Livecasting
      • Virtual Worlds
      • Gaming
      • Productivity Applications
      • Aggregators
      • RSS
      • Search
      • Mobile
      • Interpersonal
      What is Social Media? Connect. Interact. Share.
    • 6.
      • from push… …to pull….
      • … .to engagement & sharing…
      Social, conversation, feedback, UGC, etc. Push one-to-many Direct mail, television, radio Pull one-to-one
    • 7.
      • Brand is now defined by the market and not just your marketing!
    • 8. The Power of Social Media
      • In 2008, 33% of online users were monthly users of social networks
      • Social network users are, on average, connected between 150 and 200 friends
      • 40% of email participants use social sites to gather product information and recommendations
      • Sources:
      • “ Social Media Consumption”, Jupiter Research, September 23, 2008
      • “ Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy”, Forrester Research April 2007
      • “ The Benefits of Facebook “Friends”, Social Capital and College Students’ Use of Online Social Network Sites”, by Ellison Steinfield and Media Michigan State Universiy, 2007 Journal & Computer-Mediated Communication
      • “ Targeting Influential E-mail Subscribers”, Jupiter Research July 2008
    • 9. Email is alive and well
      • 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
      Sources: Pew America Life & Internet Study AberdeenGroup
    • 10. How do we marry both worlds?
    • 11. What Email Marketing Does
      • Cost-Effective, High ROI
      • Allows Targeting & Personalization
      • Generates actionable data & immediate response
      • Drives direct sales & supports sales through other channels
      • Builds relationships, loyalty and trust
      SOURCE: Chinie’s Presentation
    • 12. How it Works: Standard Email Marketing Campaign
    • 13. What Social Media Does
      • Free!
      • Consumer immediate feedback
      • Generates actionable data & immediate response
      • Builds referral and online conversation
    • 14. How it Works: Integrate Social Capabilities
    • 15. Why “Social”?
      • SWYN (Share With Your Network)
          • Allows the system to build extended conversation through customer network
          • ACQUIRE additional leads
      • Friend/Follower Recruitment
          • Enable your brand to capture and retain future customers.
      Focus on two benefits of social integration
    • 16. Collaboration STEP 1: Promotional email (eDM) sent STEP 2: Integrate “SHARE THIS” and “Follow Us on Twitter, etc.” icons in the dispatch STEP 3: Selected (i.e. FB) newsfeed view with customer including call-to-action in messaging. STEP 4: Friends comment and rate and click on the link to subscribe or purchase
    • 17. The Integration
      • SWYN
    • 18.  
    • 19.  
    • 20.  
    • 21.  
    • 22.  
    • 23.  
    • 24.  
    • 25.  
    • 26. List building from Social Media flipping the coin Usage Social Media Tool
    • 27.  
    • 28. Helpful tips for social email
      • If client has social networking page, it should try to build and capture its email database.
      • To maximize social tools, all offers in the email dispatch should be promoted in all social platforms used.
      • Update community sites as often as needed.
      • Know your audience for proper messaging and call to action.
      • Use email to drive initial traffic to these sites or features on them (this will give you a chance to measure the effectiveness of the overall effort).
    • 29. Metrics
      • Email Marketing %
      • Reads
      • Bounces
      • Successful Recipient
      • Social Email Marketing %
      • Reads
      • Bounces
      • Successful Recipient
      • Followers, Fans, Friends, Subscribers…
    • 30. Defining New Metrics
      • By embedding distinctive links in the social communications and measuring usage of those links via web analytics, the marketer can get a rough idea of success.
    • 31. Referring Sites Newsletter received thru email Blog posts
    • 32.  
    • 33. The Difference? eMail sMail CREATIVE Static / Text / Image Static / Text / Image w/ links w/ links, share & subscribe buttons REGULATIONS Permission-based Permission-based Reputation & Image (risk of ISP blocking) Reputation & Image (risk of ISP blocking) CONTENT Relevant / Share worthy Relevant / Share worthy Include comments, user ratings & top read, top purchases
    • 34. Common sMail Mistakes
      • Broken links
      • Failure to update
      • Posting irrelevant content
      • Generic call-to-action
    • 35.
      • It’s never social when it’s not easily shared and deemed share-worthy by friends.
      Our sMail Takeaway…
    • 36. Thank You.