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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