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Jamie Madden | EMSA 2010

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Email Marketing and Social Media - Will it blend?...

Email Marketing and Social Media - Will it blend?

Email used to just be email. Now we are faced with a never-ending spread of social media tools such as: Facebook, Twitter, LinkedIn, Blogs and Social Booking Marking platforms. The question is - will it blend? This session will look at how you can strategically use social media to complement and enhance your email marketing.

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    Jamie Madden | EMSA 2010 Jamie Madden | EMSA 2010 Presentation Transcript

    • Will it Blend?
      Social Media & email
      Industry overview
      The mediums
      Case studies
      The combination
      Recommendations
      Jamie Madden , Creative director – Circul8
    • + Many more
    • Agenda
    • Back to the year 2000
    • 361 millionInternet Users
      Source : InternetWorldstats.com
    • Australian households with internet access
      Source : Australian Bureau of Statistics
    • Search
      Now
      Social media
      Email
    • 1.966 billion Internet Users(5.45 x more than 2000)
      Source : InternetWorldstats.com
    • Australian households with internet access
      Approx 90%
      On broadband
      Source : Australian Bureau of Statistics
    • Social media is booming
      75 million on twitter
      126 million blogs
      80 million on linked-in
      4 billion photos on flickr
      1 billion videos/day YouTube
      Source : Australian Bureau of Statistics
    • Social media – Australia
      Source : Wikipedia, Royal Pingdom, zdnet
    • The Nielsen Company, 2010
    • Source : Royal Pingdom Internet-in-numbers
    • No surprises but…. over the next year:
      54% of marketers want to increase spend on email
      66% want to increasing spend on social media
      Source: The Nielsen Company
    • Special Powers
    • Email Marketing
    • Email marketing benefits
      Fast setup of communications
    • Email marketing benefits
      Direct & Personalised
    • Email marketing benefits
      Cost effective reach
    • Email marketing benefits
      Easily automated
      Scheduled sending &
      lifecycle messaging routines
    • Email marketing benefits
      Metrics
      Accurate reporting
      Easy segmentation
      & targeting
      ROI tracking
    • Email marketing benefits
      You control your data
    • The not-so-good
      • Boundary to subscription
      • Low tolerance for irrelevant content
      • High rate of unsolicited emails
    • Social media
    • Social media marketing benefits
      Fast setup of communications
      @ArtGalleryofNSW Free hotdogs in the foyer now!
      3:40pm Nov 11th via twitter | Retweet
    • Social media marketing benefits
      Build prospects fast
      One click in Facebook & twitter
      Flocking
    • Social media marketing benefits
      Cost effective reach
    • Social media marketing benefits
      Inbuilt sharing tools make it viral
    • Social media marketing benefits
      Makes for Better SEO
    • Social media marketing benefits
      In full view of the Public
    • Social media marketing benefits
      The not-so-good
      • In full view of the Public
      • Little automation
      • Immature metrics & conversion tracking
      • Difficult to custom Segment
      • Hard to track roi
      • Your data is controlled by private companies
    • The social consumer
    • The social consumer
      What are people doing online
      Source : Does my Brand Look Big in This - Nielson Online 2009
    • The social consumer
      Trust in advertising
    • Case study
    • 3000 user generated slogans
      +
    • Results
      21,000 Slogans
      100,000+ Visitors
      9 mins 49 seconds
      average time on site
      838 h 59 mins
      brand exposure
      In Copenhagen Animated Characters projected in a “virtual march”
      on buildings around the summit.
    • Case study
    • RESULTS
      • 23,000 entrants
      • 6400 from facebook
      • 1200 from twitter
      • 1337 photographers
      • 5200 photos
      • 22,500 votes
      • 37,200 visits
      • 487,000 page views
      • Average time on site 9:49
      • Average pages per visit: 13
    • Social media & email marketing
    • Recommendations
      Add social media icons to your email communications
      Add a “email subscribe form” to social media pages
      Ask questions – Profiling with surveys and polls
      Use Activities > covert prospects > social to email DB
      What you learn in one space use in the other
      Have a strategy
      Get creative