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Integrating email & social media nrc 2010 final
 

Integrating email & social media nrc 2010 final

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  • Usage is exponentially increasing Constantly evolving
  • Becky Slide 64% of companies are planning to increase their budget for on-site social media, such as blogs or ratings and reviews. (Econsultancy/ExactTargetMarketing Budgets 2010, February 2010)
  • Show of hands who does what…..
  • Becky Slide
  • Discuss reasons for using each
  • Ray Slide
  • (Facebook directs more web traffic than Google)
  • In reality, both email and social have significant usage and impact and serve complimentary purposes, enabling broader and more comprehensive campaigns Review top level benefits, unique strengths to both – why email, why social – and why the two together
  • #2 (Merkle, “View from the Social Inbox 2010,” February 2010) #3 , #4 (MarketingSherpa)
  • #2 (Merkle, “View from the Social Inbox 2010,” February 2010) #3 , #4 (MarketingSherpa)
  • Again… - But, either way, keep in mind this is where the people are already or going, sound investment for your company to figure out and plan for now And always, the key to success is focusing on the big rocks and that starts with laying a strong foundation then having a solid plan
  • This is the nuts and bolts of integrating your email and social campaigns.
  • Becky Slide
  • Becky Slide
  • Becky Slide
  • Becky Slide
  • Becky Slide
  • You have some hand outs that you can follow along with on your tables…. And this is a simplified exercise  Better mirror planning doc layout?
  • As with any strategic campaign, you need to establish a clear plan and expectations from the start Also need to realize, just because you “can” use something; doesn’t mean you should. Not all of these tools are going to work ideally to meet your specific goals.
  •   Well Raley’s or a large local grocer would provide an elegant case study. They have substantial brand awareness and a positive image in the community yet find their sales/traffic under assault from other brands chiefly because of price on the low end and a perception of better quality on the higher end. So how then to maintain their position in light of these factors. Knowing as we do that a growing portion of shoppers will respond to a community based/knowledge approach to marketing and the declining utility of mass messaging regardless of channel our example brand turns to email and social channels. This turn it not necessarily to more efficiently broadcast the same message to everyone or even reduces their advertising expenditures. It is rather a turn towards a horizontal relationship between brand and consumer. They want in fact for their consumers to love them, to treat their brand as quite literally a friend. Successful implementation of said strategy is not measured by how the whole of consumers respond but rather how the receptive group responds. Marketshare is defined by the %
  • Which is defined by the % of customers shopping over a 7 day period
  • Include a complete checklist here? Would love to provide a complete sheet with tools and what they work best for…. Or refer back to the chart….
  • The grocery does not have video and will not realistically be able to do so; so this option is put on hold for the time… it is OK to not use everything… especially if it doesn’t make sense for your business or resources
  • Marketshare – essentially encouraging more frequent shopping This part of the strategy is going to be all about the offer, direct sale, call to action and measurable revenue. It includes special offer emails to house lists, partner lists, encourages sharing and email sign ups. The social aspect supports this, extends the reach of the immediate offer to new audiences Blog: Posts ongoing recipes, encourages comments Enable easy sign up for email lists, links to social networks
  • Marketshare – essentially encouraging more frequent shopping Blog: Posts ongoing recipes, encourages comments Enable easy sign up for email lists, links to social networks
  • Don’t forget the standard metrics Set up specific campaigns to track social media programs that drive web traffic Measure High Level Metrics: Unique Visitors Page Views Frequency of Visits Measure Deeper Metrics Depth of Visit Conversations Where Visitors Are Coming From
  • Dingo increased their monthly sales by 22% during the campaign and estimate that new customers accounted for 45% of that growth.  

Integrating email & social media nrc 2010 final Integrating email & social media nrc 2010 final Presentation Transcript

  • INTEGRATING EMAIL & SOCIAL MEDIA FOR REAL RESULTS
    • Presented by Becky Repka for
    • NonProfit Resource Center Annual Conference
    • October 6, 2010
  • TODAY’S AGENDA
    • The State of Email & Social Media
    • How They Work Together
    • Creating an Integrated Plan for Success
    • Real Examples, Real Results
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • EMAIL & SOCIAL MEDIA
    • The Changing Landscape of Marketing
  • THE GROWTH OF DIGITAL MEDIA Years it took to reach market audience of 50 million: 38 years (Radio) 13 years (TV) 4 years (Internet) 3 years (iPod) 2 years (Facebook) Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • WHERE MARKETERS ARE SPENDING
      • Social Media
      • Email
      • Paid Search/SEO
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • HOW PEOPLE ARE SHARING
      • Email
      • Social Media
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • A CLOSER LOOK … At Social Networks, Email Marketing & What to Expect
  • WHAT IS EMAIL MARKETING?
    • Email marketing is direct marketing using electronic mail to communicate commercial messages
    • Share information directly
    • Highly relevant messages
    • Results in action
    • What it is
    • How it is used
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • WHY EMAIL MARKETING?
    • User Base
      • It’s where the people are
      • 1.4 billion email users worldwide
      • 91% of U.S. online adults use email
    • Benefits
      • Direct 1:1 communication
      • You know exactly who your subscribers are and what they like; relevant offers and information
      • Most acceptable by consumers for marketing messages
      • Clear and measureable results
      • High ROI - $43 earned for every $1 invested
    • Challenges
      • Inbox overload
      • Getting to the inbox (deliverability)
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • TYPES OF EMAIL MARKETING
    • House Email List
      • Promotion, Announcement
      • Catalogue, Retail Inventory
      • Newsletter
    • Partner Emails
      • Special Promotion, Announcement
    • Advertisements
      • Ad Banners
      • Sponsored Content
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • EMAIL BEST PRACTICES
    • Subscribers/Lists
      • Opt-in only
      • Do not purchase lists
    • Frequency
      • Not too much, or too little
      • Test
    • Design
      • Less is more
      • Preview pane
      • Image blocking
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CAN-SPAM
    • Applies to commercial, promotional messages
    • No misleading subject lines, content
    • Must have one-click unsubscribe
    • Must include physical address
  • STANDARD METRICS & BENCHMARKS *Epsilon Q1 2010 Email Trends & Benchmarks **Direct Marketing Association Presented by Becky Repka, Marketing Consultant, brepka@gmail.com Measure What it is Benchmark Delivery % of emails successfully delivered to intended recipients; didn’t bounce 94.7%* Opens % of emails opened, based on images downloading 22.4%* Click Rate Clicks received on URLs in the email compared to all delivered 6%* Complaints % of recipients who mark the “spam” option in their inbox 1 complaint in 1,000 emails per domain ROI (Revenue – Cost)/Cost $43 for every $1 invested**
  • WHAT IS SOCIAL MEDIA?
    • Social media describes media that is based on conversation and interaction between people online
    • Share broadly
    • Build brand, community
    • Foster conversations
    • Engage audiences & build relationships
    • What it is
    • How it is used
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • USING SOCIAL MEDIA
    • Share, Connect w/in Established Community
    • Share, Network, Search w/ Extended Community
    • Professional Connections, Network
    • Personalize, Brand, Connect
    • Visual Messages/Video, Aid SEO
    • Share Locations, Network, Connect
    • Outlet
    • Ideal For…
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
    • User Base
      • More than 500 million Facebook users
      • 15 million+ active tweeters
      • 50+ million LinkedIn users worldwide
    • Benefits
      • Enables and encourages broad sharing, communities
      • Real-time communication and conversations
      • Is where most consumers get information about products and companies
      • Increases web traffic; aids SEO
      • No hard costs and easy to use
    • Challenges
      • Still maturing, constantly changing
      • Difficult to measure
      • Time investment (can be high)
    WHY SOCIAL MEDIA? Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • MEASURING SOCIAL MEDIA SUCCESS
    • By the numbers
      • Fans
      • Followers
      • Comments
      • Mentions
      • Retweets
    • By participation
      • Amount
      • Frequency
    • Using site analytics to
      • Measure traffic
      • Measure visitors
      • Track where coming from
    • Standard Metrics
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • SOCIAL MEDIA TOOLS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com Tool Type What it Does NetVibes Account Mgmt Manages Social Networks TweetDeck Account Mgmt Manages Social Networks OneRiot Search Real-Time Social Media Twitter Search Search Twitter Blogger/Wordpress Blogging Content, SEO, Brand TwitPic Photo/Video Sharing Pics via Twitter TwitVid Photo/Video Sharing Video via Twitter Foursquare Location Sharing GPS Engagement/Deals Gowalla Location Sharing GPS Engagement/Deals RapLeaf Social Demos Who, What, Where, Weight Facebook Insight Analytics FB Analytics TweetStats Analytics Twitter Analytics
  • HOW EMAIL & SOCIAL MEDIA TOGETHER
    • Email & Social Media Work Best When Integrated
  • SOCIAL NEEDS EMAIL
    • Every social media site requires email
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • SOCIAL NEEDS EMAIL
    • People who use social media check their email more frequently than those that do not: 42% of social media users check their email four times a day or more, compared to just 27% of those that don’t use social media.
    • 75% of daily social media users said that email is the best way for companies to communicate with them, compared to 65% of all email users.
    • 49% of Twitter users said they made an online purchase because of an email , compared to 33% of all email users.
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • SOCIAL NEEDS EMAIL Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • EMAIL NEEDS SOCIAL MEDIA
    • Social Networks Help Grow Email Lists
    • Extends Reach of Messages to New Audiences
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • THE FRAMEWORK IS THE SAME Presented by Becky Repka, Marketing Consultant, brepka@gmail.com Subscribe Users Give Permission To Receive Updates From a Company Engage Provide Relevant Content Over Lifetime of Relationship Convert Conversion is the Ultimate Goal and is Measured to Gauge Success
  • A FEW DIFFERENCES
    • Email has limitations…
      • Two-way communication minimal
      • Perceived as promotional; limited peer involvement
      • Deliverability can be a challenge
      • Constrained to opted-in lists
      • Rapid growth of social media
    • With social media…
      • Your message may not always get delivered
      • Mistakes are public
      • Your audience talks back
      • Peer involvement and reviews can influence outcome
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • SOCIAL MEDIA + EMAIL MARKETING Social Media Email Marketing Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • SIMPLE STEPS For Putting Email & Social Media Together
  • EMAIL + SOCIAL: START WITH THE BASICS
    • Add Share Links to Emails
      • Enable email subscribers to share via social networks
      • Extends your message to new audiences
    • Collect Email Addresses through Social Networks; Other Digital Outlets
      • Make sure these new audiences can sign up to receive emails directly from you
    • Align these with strategic plan
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • #1 ADD SHARE LINKS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • #2 COLLECT EMAILS VIA SOCIAL Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • #2 COLLECT EMAILS VIA BLOGS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • #2 AND DON’T FORGET YOUR WEBSITE… Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • #2 OR OTHER ONLINE CAMPAIGNS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • NOW, LET’S TRY THIS
    • Creating a Strategic & Integrated Plan
  • EMAIL + SOCIAL: CREATE A PLAN
    • Step 1
      • Set goals
      • Define audience
      • Decide what success looks like
    • Step 2
      • Identify tools/options available
      • Know what they can and can’t do
    • Step 3
      • Develop integrated strategy
    • Step 4
      • Put it in motion!
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • EMAIL + SOCIAL: MEASURE SUCCESS
    • Step 5
      • What were you hoping to achieve?
        • Via email…
        • Via social…
        • In total…
      • Was it a success?
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • MARKETING CHALLENGE FOR A GROCERY CHAIN
    • A local grocer wants to retain its leading market position
      • Has great brand awareness and community image
      • Competition from other brands with lower prices
      • Consumers perceive other outlets may be higher quality
    • Relies heavily on mass media
      • Want to supplement with targeted messages
      • Want customers to love them, to treat their brand as a friend
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • STEP 1: GOALS, AUDIENCE, METRICS
    • Goals
      • Retain marketshare (store traffic & frequency)
      • Build customer loyalty
    • Audience
      • Current and prospective customers
      • Local households
    • Success Metrics
      • Increased store traffic, shopper frequency
      • Customer sharing, recommendations and feedback
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • STEP 2: OPTIONS & TOOLS
    • Email Marketing
    • Social Media
    • Facebook
    • Twitter
    • Blog
    • Flickr
    • YouTube
    • Email to House List (opted-in emails)
    • Email to Partner List
    • Advertise in Another Company’s Email
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • STEP 2: WHAT DOES EMAIL DO?
    • Newsletters, special promotions, other types of email communications
    • A company emails on behalf of a partner to its opted-in list
    • Ad banners in newsletters, or other content-based ads
    • Relationship building; loyalty; brand; increase sales; direct call to action
    • Reach beyond current customer list to increase sales
    • Reach beyond current customer list to build brand
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • STEP 2: WHAT DOES SOCIAL MEDIA DO?
    • Facebook
    • Twitter
    • Blog
    • Flickr
    • YouTube
      • Builds community; extends brand
      • Builds community; brand; fosters communication; generates leads
      • Content distribution; builds brand leadership; drives site traffic
      • Personalizes business, builds community; extends brand
      • Video sharing, fosters viral
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • STRATEGY & TACTICS
    • Increase store traffic and shopping frequency
      • Email campaigns to house, partner lists to drive store traffic
        • Weekly coupons, special offers
        • Daily easy dinner ideas with a coupon
        • Remind recipients to connect via Facebook, Twitter, Blog
        • Collect email addresses via website, social networks, in store
      • Use Facebook and Twitter to expand reach of email offers, build existing emails lists
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • STRATEGY & TACTICS
    • Build customer loyalty through awareness and engagement
      • Use social media to convey personality, encourage participation and conversation.
        • Post thoughts, opinions, recipes, offers
        • Solicit feedback
        • Share amazing photos to tantalize and personalize the shopping experience
      • Include advertising in other company’s newsletters to extend recognition
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • MEASURING SUCCESS
    • Standard digital success metrics
      • Opens, clicks, fans, shares…
    • Strategic success
      • Marketshare: Did store traffic, shopper frequency increase?
      • Brand loyalty: Are customers embracing the brand? Sharing? Recommending?
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • REAL EXAMPLES, RESULTS
    • Case studies featuring integrated Email & Social Media campaigns
  • CASE STUDY: GOD TUBE
    • Challenge:
      • To promote social Christian video network
    • Strategy & Tactic:
        • Include social button in emails
        • Sent email campaigns with prominent social buttons
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: GODTUBE
    • Results
      • 13% of the message clicks were on the social share buttons.
      • 611 posted on their social-network pages, exposing it to an estimated additional 60,000+ people .
      • Generated an additional 1,250 “new” opens , 2.5 times GodTube's typical viral reach from the “forward to a friend” function.
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: NATIONAL EXPRESS
    • Challenge:
      • Extend reach of email offers
    • Strategy & Tactic:
        • Include social sharing in emails
        • Sent traditional email campaigns with social sharing buttons prominently featured
    • Results:
      • 80,000 additional impressions , 8% list growth, 33% of people who viewed a shared item clicked through to the offer
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: DINGO
    • Challenge:
      • Dingo had 330 Likes on Facebook, 8,934 Email subscribers
      • Wanted to grow Facebook “Likes” to 5,000 and add email subscribers
    • Strategy:
      • Launch its own “Groupon” Campaign
    Dingo uses Constant Contact for email marketing. Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: DINGO
    • Tactics:
      • Sent an Email Campaign to 8,934 subscribers
      • Shared the offer on Facebook & Twitter
      • Had fans sign up for their email list on Facebook
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: DINGO
    • Tactics:
      • Dingo kept their fans up to date on their progress
      • Dingo’s fans shared their campaign through social networks and on blogs
    Dingo uses Constant Contact for email marketing. Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: DINGO At the end of the campaign, Dingo had 6,329 Likes and 14,140 Subscribers It took them 3 days. Dingo uses Constant Contact for email marketing. Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: MINT.COM
    • Challenge:
      • Acquire new customers at little or no cost
        • Less than $1 CPA
    • Strategy:
      • Identify and email most engaged users, asking them to refer a friend via social media
      • Provided an incentive
        • Free iPod, early access to Mint.com beta featuers
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • CASE STUDY: MINT.COM
    • Tactics:
      • Sent an email promotion to 40,308 most engaged customers to ask for referrals
    • Results:
      • 48% of emails opened, 10% invited friends, 5 average invites per person, 1 new user per 2.6 invites
      • Netted 8,549 new accounts, 44% lift over week prior
      • Average $.50 CPA
    Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
  • QUESTIONS?