Jamie Madden | EMSA 2010

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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

  1. 1. Will it Blend? Social Media & email Jamie Madden , Creative director – Circul8 1. Industry overview 2. The mediums 3. Case studies 4. The combination 5. Recommendations
  2. 2. + Many more
  3. 3. Agenda
  4. 4. Back to the year 2000
  5. 5. 361 million Internet Users Source : InternetWorldstats.com
  6. 6. Source : Australian Bureau of Statistics Australian households with internet access
  7. 7. Social media Now
  8. 8. 1.966 billion Internet Users (5.45 x more than 2000) Source : InternetWorldstats.com
  9. 9. Australian households with internet access Source : Australian Bureau of Statistics Approx 90% On broadband
  10. 10. Source : Australian Bureau of Statistics 75 million on twitter 126 million blogs 80 million on linked-in 4 billion photos on flickr 1 billion videos/day YouTube Social media is booming
  11. 11. Social media – Australia Source : Wikipedia, Royal Pingdom, zdnet
  12. 12. The Nielsen Company, 2010
  13. 13. Source : Royal Pingdom Internet-in-numbers
  14. 14. 54% of marketers want to increase spend on email 66% want to increasing spend on social media Source: The Nielsen Company No surprises but…. over the next year:
  15. 15. Special Powers
  16. 16. Email Marketing
  17. 17. Fast setup of communications Email marketing benefits
  18. 18. Direct & Personalised Email marketing benefits
  19. 19. Cost effective reach Email marketing benefits
  20. 20. Easily automated Scheduled sending & lifecycle messaging routines Email marketing benefits
  21. 21. Metrics Email marketing benefits Accurate reporting Easy segmentation & targeting ROI tracking
  22. 22. You control your data Email marketing benefits
  23. 23. The not-so-good • Boundary to subscription • Low tolerance for irrelevant content • High rate of unsolicited emails
  24. 24. Social media
  25. 25. Social media marketing benefits Fast setup of communications @ ArtGalleryofNSW Free hotdogs in the foyer now! 3:40pm Nov 11th via twitter | Retweet
  26. 26. Social media marketing benefits Build prospects fast One click in Facebook & twitter Flocking
  27. 27. Social media marketing benefits Cost effective reach
  28. 28. Social media marketing benefits Inbuilt sharing tools make it viral
  29. 29. Social media marketing benefits Makes for Better SEO
  30. 30. Social media marketing benefits In full view of the Public
  31. 31. 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
  32. 32. The social consumer
  33. 33. What are people doing online The social consumer Source : Does my Brand Look Big in This - Nielson Online 2009
  34. 34. Trust in advertising The social consumer
  35. 35. Case study
  36. 36. 3000 user generated slogans +
  37. 37. 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. Results
  38. 38. Case study
  39. 39. 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
  40. 40. Social media & email marketing
  41. 41. Recommendations 1. Add social media icons to your email communications 2. Add a “email subscribe form” to social media pages 3. Ask questions – Profiling with surveys and polls 4. Use Activities > covert prospects > social to email DB 5. What you learn in one space use in the other 6. Have a strategy 7. Get creative

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