Email & Social - An Unstoppable Force to Boost Your Marketing Programs

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DJ Waldow of Waldow Social's October 5, 2012 talk at the MarketingProfs B2B Forum 2012: Email & Social - An Unstoppable Force to Boost Your Marketing Programs

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Email & Social - An Unstoppable Force to Boost Your Marketing Programs

  1. 1. Email & Social: An Unstoppable Force to Boost Your Marketing Programs DJ Waldow @djwaldow Waldow Social October 5, 2012
  2. 2. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email
  3. 3. Isn’t email DEAD?
  4. 4. Most emailed article of the day
  5. 5. How many of you have...?
  6. 6. Download Report
  7. 7. 91%
  8. 8. ü Email trending down (but still in the lead) ü Text and social trending up
  9. 9. Download Report
  10. 10. 77%
  11. 11. “Email is not dead. In fact, it’s thriving.”- @djwaldow #MPB2B
  12. 12. Flickr: shaunwong
  13. 13. Email Marketing The Caped Crusader The Dark Knight The superhero of all superheroes More than capable of saving the city The old workhorse Gets the job done, no questions asked Flickr: shaunwong
  14. 14. Flickr: shaunwong
  15. 15. Social Media Boy Wonder Conceived in order to attract a younger reader base Started out as a sidekick to Batman Can save the city on his own, but always seems to do better when Batman isFlickr: shaunwong by his side
  16. 16. Flickr: shaunwong
  17. 17. Flickr: shankbone Flickr: chicknglam
  18. 18. Social Media needs Email.
  19. 19. You get the point …
  20. 20. You can’t sign up (or login) to most socialnetworks without an email address! via@djwaldow #MPB2B
  21. 21. Sep, 20, 2011 email from Facebook
  22. 22. Over 100 possible email notifications!
  23. 23. Facebook Daily Email
  24. 24. Twitter Daily Email
  25. 25. Pinterest Weekly Email
  26. 26. Read post
  27. 27. Because if you don’t [email all members to let them know what hashappened, and what steps are being taken to address and correct thesituation], you are sending a very bad message to your members. You aretelling us that you only send us emails when it’s important,like when you want us to upgrade to a premium account, orupdate our profile, or connect our email address book toour account. But when it comes to our security, well that’s not importantenough to warrant a ‘personal’ email. -Mack Collier
  28. 28. Read full post
  29. 29. If most social networking sites are sendingregular emails, how can email be dead? via@djwaldow #MPB2B
  30. 30. Flickr: shaunwong
  31. 31. 1.  Social connecting 2.  Social sharing (SWYN) 3.  Social promoting
  32. 32. 1.  Social connecting: asking email subscribers toconnect (follow) you on social networking sites 2. Social sharing: asking email subscribers toshare email content on social networking sites(also known as Share With Your Network -SWYN) 3. Social promoting: using social media sites topromote email
  33. 33. 1.  Social connecting 2.  Social sharing (SWYN) 3.  Social promoting
  34. 34. Why include Social Connecting?
  35. 35. Increase followers/likes/ subscribers/circles. More connections = more (potential) eyeballs =more (potential) conversions* *Conversions: email subscribes, webinar registrations, sales, and so on
  36. 36. 1.  Social connecting 2.  Social sharing (SWYN) 3.  Social promoting
  37. 37. Source: Retail Email Blog
  38. 38. Source: Retail Email Blog
  39. 39. Share Secret “Secrets are for sharing” “Can’t keep it to ourselves” Family Friends
  40. 40. What’s missing?
  41. 41. SWYN!
  42. 42. Results after 45 days: •  Identified more than 1,000 brand advocates, eachwho shared the program with an average of 12 friends. •  More than 10,000 social shares across Facebook,Twitter, and email. •  600 new transactions and $250,000 in new sales
  43. 43. Why include SWYN?
  44. 44. Flickr: visodd
  45. 45. More eyeballs = more (potential) conversions* *Conversions: email subscribes, webinar registrations, sales, and so on
  46. 46. 1.  Social connecting 2.  Social sharing (SWYN) 3.  Social promoting
  47. 47. [READ POST]
  48. 48. Engagement Cannibalization
  49. 49. ISPs are starting to measure email “engagement” – using it to determine inbox placement. Hotmail has publicly stated and outlined that they have fourmetrics they are paying attention to: 1.  Messages read, then deleted 2.  Messages deleted without being read 3.  Messages replied to 4.  Frequency of receiving and reading a message from a source
  50. 50. Some Impressive Stats... •  Posts about email newsletter on social networks generates atleast 30-40 new subscribers within an hour of posts. •  80% of list growth is happening through Knuttel’s socialmedia outlets. •  Open rates: 60-70% •  Click to open rates: 40% •  €10,000 in sales has been generated directly from each mailing. Learn More
  51. 51. Why include Social Promoting?
  52. 52. Flickr: visodd
  53. 53. More eyeballs = more (potential) conversions* *Conversions: email subscribes, webinar registrations, sales, and so on
  54. 54. Use email marketing to grow your social mediafollowers & extend the reach of your message,grow your email list (& make $) via @djwaldow#MPB2B
  55. 55. Parting shots.
  56. 56. [Free Email Review]
  57. 57. [BUY NOW!]
  58. 58. [Watch Video]
  59. 59. REMEMBER
  60. 60. Smile. Laugh. Dance. Have Fun. [Read post & watch video]
  61. 61. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email
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