Reaching The Social Community With Email

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Datran Media teamed up with JupiterResearch and Social Networking site, Gather, to address this year's MediaPost Email Insider Summit. Together, the group discussed the paralleles between social media and email and how to reach the social audience with email.

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  • Despite user perception – email volumes from legitimate senders is up year over year. This is part to email being sent to secondary accounts, as well as the lack of list hygiene practices by permission based marketers – see banality of churn
  • Automatic traffic of younger – volume – of messages, 18-24; message – see teen survey.
  • People talk a lot about audience engagement. You will also here a great deal about “social media solutions for you. But what does hat mean.
  • People talk a lot about audience engagement. You will also here a great deal about “social media solutions for you. But what does hat mean.
  • People talk a lot about audience engagement. You will also here a great deal about “social media solutions for you. But what does hat mean.
  • People talk a lot about audience engagement. You will also here a great deal about “social media solutions for you. But what does hat mean.
  • Reaching The Social Community With Email

    1. 1. Social CommunitySocial Community with Emailwith Email Presented by Reaching theReaching the
    2. 2. Introductions…Introductions… Moderator:Moderator: Dave Hendricks EVP, Operations Panelists:Panelists: David Daniels Vice President & Research Director Tom Gerace CEO
    3. 3. Agenda…Agenda… • An understanding of the social media market size and landscape • What your peers think about the emerging social media channel • How social networking is impacting email marketing • Who is using social media and why it is an important part of the marketing mix • How you can reach your customers using social media • What the future holds for social media What You Will Learn…
    4. 4. Technology is Putting Consumers in ControlConsumers in Control of the messaging…
    5. 5. -Social Communities -Blogs -Media Sharing -Widgets -Social Tagging -Bookmarking -Wiki Social Media is ChangingChanging the way we communicate…
    6. 6. These shifts in communication are poised to have a profound effectprofound effect on the media industry… Now, more than ever, it’s the time for advertisers to Join the Conversation.Join the Conversation.
    7. 7. By 2011, ½ of Online Adults½ of Online Adults and 84% of Online84% of Online TeensTeens will use Social Networking*
    8. 8. • All but two participants reported that their organizations leverage emailleverage email marketing • A large majority of participants reported having at least one social networkingat least one social networking accountaccount • A small majority were claimed to “use social networks for routine“use social networks for routine communications”communications” • 50% of participants indicated that their organizations have a social networkhave a social network presencepresence • 75% of participants plan to do more with social marketingplan to do more with social marketing in the near future Your Peers are Getting Social*Getting Social* Based on feedback from attendees of Datran Media’s webinar “Get Social with Your Audience: Reaching Consumers in the Social Media Inbox” 4/22/08
    9. 9. 0% 20% 40% 60% 80% 100% Other Work or school Opt in Friends and family Spam 2007 2006 2005 2004 Mean Percentage of Email Received to Primary Personal Account (user-perceived) Question: Approximately what percentage of email received in your primary personal email account comes from the following? Source: JupiterResearch/Ipsos Insight Consumer Survey (09/07), n = 2,454; (6/03), n = 4,046; (5/04), n = 3,688; (6/05), n = 3,994; (9/06), n = 2,147 (e-mail account holders, US only) Potential Glass Ceiling Looms as Opt-in Email Share StabilizesPotential Glass Ceiling Looms as Opt-in Email Share Stabilizes
    10. 10. 0% 20% 40% 60% 80% 100% Social Sites SMS Text Instant Messenger Cell Phone 18-24 years old 25-34 years old Overall Percentage of Email Users Question: For personal communications, which of the following have you used in the last year instead of using email? (Select all that apply) Source: JupiterResearch/Ipsos-Insight Consumer Survey (9/07), n = 2,454 (online users with personal e-mail accounts, US only) Changes in Communication Patterns Impede Consumer Inbox AttentionChanges in Communication Patterns Impede Consumer Inbox Attention
    11. 11. 0% 20% 40% 60% Posted comments on a mainstream media Web site or portal Played traditional board and card games online Viewed video online Read through or posted on message boards Played games online such as action games, fantasy, etc. Created or updated a personal page on a social network Ages 18 to 24 Ages 25 to 34 Ages 35 to 44 Ages 45 to 54 Age 55+ Question: Thinking about your use of the Internet over the last year, which of the following activities did you conduct online monthly or more frequently? (Select all that apply.) JupiterResearch/Ipsos Insight Individual User Survey (6/07), n = 3,580 (US only) Percentage of Online Users by Age Group Younger Audiences Dominate Many Forms of Online EngagementYounger Audiences Dominate Many Forms of Online Engagement
    12. 12. 0% 20% 40% 60% 80% 100% Accessed email from mobile device Changed primary email address Unsubscribed from email newsletter Forwarded promotional email Opted into promotional email Added sender to address book Email spurred 1 or more purchases 2006 2007 Percentage of active email users 18-24 years old Question: Which of the following online activities have you done within the last six months? (Select all that apply) Source: JupiterResearch/Ipsos-Insight Consumer Survey (09/07), n = 2,454; (9/06), n = 1,621 (online users having signed up to receive marketing offers, US only) Email Still Effective Among Young Users, Usage PatternsEmail Still Effective Among Young Users, Usage Patterns Indicate Future Shift In Channel Preference for 18-24 Year-OldsIndicate Future Shift In Channel Preference for 18-24 Year-Olds
    13. 13. Source: JupiterResearch 2/08 UserAge Email Usage Over Time Younger consumers more prone to social and synchronous communications, reducing email effectiveness Work routine and maturing consumer will continue to drive email usage Changes in Usage Patterns 18-24 Year Olds Users WillChanges in Usage Patterns 18-24 Year Olds Users Will Normalize As Segment MaturesNormalize As Segment Matures
    14. 14. 0% 0% 5% 7% 11% 15% 15% 17% 30% 30% 54% 0% 20% 40% 60% 80% 100% Number of people posting content Number of "friends" Change in search behavior Engagement metrics Buzz monitoring service Number of forwards Ad hoc buzz monitoring Brand survey metrics Impressions Registrations Clicks Percentage of Engagement Marketers Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 76 (engagement marketers who ran social marketing Campaigns in the past 12 months, US) Question: What metrics do you primarily rely on to measure the success of your social marketing efforts? (Select up to three) Advertisers Must Use a Combination of Metrics toAdvertisers Must Use a Combination of Metrics to Maximize Engagement AnalysisMaximize Engagement Analysis
    15. 15. The Early Days ofThe Early Days of EmailEmail Separate and incompatible Can’t send messages between them Parallels Between Email MarketingEmail Marketing Social NetworkingSocial Networking&&
    16. 16. Social Networking TodaySocial Networking Today Separate and incompatible Can’t send messages between them Parallels Between Email MarketingEmail Marketing Social NetworkingSocial Networking&&
    17. 17. • IP Address / Domain • Postmaster Team • No guaranteed delivery • Application • Platform Team • No guaranteed delivery DeliverabilityDeliverability EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING Parallels Between Email MarketingEmail Marketing Social NetworkingSocial Networking&&
    18. 18. • Bounces • Spam Complaints • Opens and Clicks • Third Party • Special Sauce • Users • Active Users • Special Sauce ReputationReputation EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING Parallels Between Email MarketingEmail Marketing Social NetworkingSocial Networking&&
    19. 19. • Opt-out • Transferable • Marketer control • HTML • Viral actively • Opt-in • Not transferable • User control • FBML • Viral passively DifferencesDifferences EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING Parallels Between Email MarketingEmail Marketing Social NetworkingSocial Networking&&
    20. 20. • Don’t need to know email addresses • Visual identifiers of friends’ messages • Closed system creates better spam defense • Social triggers built into network encourage onsite messaging Why People Message Through a Social NetworkSocial Network
    21. 21. 22 Gather’s Message System
    22. 22. 23 Gather’s Message System
    23. 23. Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved. 24 THEN: Email Forwards NOW: FeedsNOW: Feeds A message appears in the friend feed: Nancy commented on a video The History of Dance Nancy’s 50 friends see it in their feeds • It’s a relevant messagerelevant message (someone they know/care about did something) • 5 of Nancy’s friends view and commentfriends view and comment on the video • Their 250 friends (50 friends each) are alerted in their feedsalerted in their feeds • And so on…And so on… The New Network Effect: Cascading Information Through FeedsCascading Information Through Feeds
    24. 24. Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved. 25 Gather Feed
    25. 25. • Online competition awarded one musician a record contract with Decca • Hundreds of video submissions • 272,000 votes on Gather • Six offsite marketing emails sent to Gather member database over three month contest period. Total of 1,620,000 emails sent • Onsite messages sent to subset of 50,000 music enthusiasts identified by their profiles, Gather group memberships • Leveraged network feeds (friend, group, feed me) to drive additional participation Case Study: Decca Label Group Custom Brand Experience on GatherCustom Brand Experience on Gather
    26. 26. On Network Brand Experience Allows Opt-in Creation:On Network Brand Experience Allows Opt-in Creation: Email List Generation
    27. 27. 28 New Email Opportunities And in the Future…And in the Future…
    28. 28. The Opportunity in Social Message SystemsSocial Message Systems… Profiles Allow Targeting
    29. 29. The Opportunity in Social Message SystemsSocial Message Systems… Profiles Allow Targeting
    30. 30. Seed the Feed Brand Opportunities CascadeBrand Opportunities Cascade
    31. 31. David Hendricks, dhendricks@datranmedia.com Tom Gerace, tom@gatherinc.com David Daniels, ddaniels@jupiterkagan.com HANK YOU!HANK YOU! Contact InformationContact Information Find Datran Media on Facebook to learn about future webinars and events that are designed to help marketers outperform all of their online marketing goals. Just search Datran Media and “become a fan.”

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