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  • The folks at Neilsen hypothesized that the consumption of social media actually decreases email use – and they set out to prove it, breaking internet users in to four groups – three focused on varying levels of social media usage and a fourth group that did not use social media at all – then they overlayed email usage and discovered that their hypothesis was wrong. In fact, the more engaged a person was with social media the more heavily they consumed email. This intersection of highly engaged email and social media users tend to be more active online, generating reviews, recommendations and comments in forums. We refer to this segment as influencers – a term that you will hear frequently at social media marketing events.
  • CSN Stores is an online discount retailer that had previously launched a referral effort for driving new members to their loyalty program which did not perform as anticipated. StrongMail identified an opportunity to socialize the effort and re-launch the program. Not only were they looking to drive participation in the loyalty program but to also drive incremental revenue through these new members. The program was conceived as follows: existing members were asked to refer their friends to the rewards program – and if their friends joined and made a subsequent purchase the existing customer would receive a 15 dollar credit to their existing rewards account – for each friend. And if they are able to drive 5 new customer purchases, another 75 dollars would be deposited resulting in up to 150 dollars to be earned.
  • The results were impressive. CSN has realized a 3x lift in performance over previous attempts to launch a referral campaign. On average the program has generated 1 new member for every 1.8 invitations sent with 10% of those new members going on to complete a purchase.They saw an 80% lift in total click-throughs from email and social sharing activity, and their influencers sent 4.3 emails on average per person.
  • So to wrap this up, I’d like to leave you with several tips for getting started….

Social email k.hersant_091710 Social email k.hersant_091710 Presentation Transcript

  • Email and Social Media: Proven Strategies for Driving Revenue and New Customer Acquisition 
    September 17, 2010
    Kristin Hersant, VP of Corporate Marketing, StrongMail
    Twitter: @kristinhersant
  • Proprietary and Confidential |
    2
    Social Media’s Positive Correlation with Email
  • Today, Buyers Rely on Influencers for Purchase Decisions
    Point of Purchase
    Corporate Domain
    Advertising,
    Print, Web and TV
    Direct Mail
    Email
    Search
  • Today’s Customers
    Identify whichcustomers
    are active on the Social Web
    PotentialInfluencers
    Key
    Influencers
    Target the most
    valuable potential
    Influencers
    Motivate Key
    Influencers to
    extend your brand via social channels,
    multiplying program reach and increasing
    overall program performance.
    Tomorrow’s Customers
    Strategic Approach to Social Referral Campaigns
  • Case Study: Mint.com Acquires New Customers with Email and Social Media
  • New Customer Acquisition Case Study
    Campaign Objective: Acquire new Mint.com users at little or no cost.
    Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends. Tap into social media networks to facilitate referrals.
    Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users.
    Definition of Success: Less than $1 CPA
  • Market Research Drove Campaign Design
  • Test Social Motivators
    Mint.com launched an Influencer program designed to drive new user registrations.
    Ran an A/B Test using three different offers:
    A free iPod
    Early Access to a Beta
    Nothing (Control Group)
    The Winner deployed to the remainder of the list.
  • Streamlined Sharing Drove Higher Invites Per User
  • The Campaign Results
    • 48% Open Rate
    • 10% of the recipient list became influencers
    • Each Influencer sent 5 invitations on average
    • Generated 2.6 new users for every 1 invitation.
    • Average CPA: $0.50
    • 40,308 invitations netted an additional 8,549 new accounts
    One mailing drove a 44% lift in new users versus prior week
  • Case Study: CSN Stores Boosts Revenue with Email and Social Media
  • Proprietary and Confidential |
    12
    Leverage Referral Marketing to Drive Purchases
  • Proprietary and Confidential |
    13
    Leverage Referral Marketing to Drive Purchases
  • Tips for Getting Started
    Identify your best customers
    Hint: They’re already in your email database
    Test different incentives to motivate them to share on your behalf
    Hint: It’s not always discounts, cash or free items that drive the best referrals
    Launch a referral marketing campaign using email and social media
    Hint: Use technology that makes it easy to share in social channels
    Capture that information in your customer database for future remarketing
    Hint: Social CRM is coming… start building a foundation today
  • Thanks.
    Thanks!
    Kristin Hersant
    VP of Corporate Marketing
    StrongMail
    650.421.4200
    Twitter: @kristinhersant @strongmail @threadmarketing
    www.strongmail.com
    www.threadmarketing.com