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Epsilon's Making Social Media Relevant To Email Webinar


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Social media and email are no longer mutually exclusive channels. With consumer empowerment shaping the online marketing landscape, the canny marketer is integrating email marketing with social media to expand the reach and power of their campaigns. During this presentation, Epsilon's Hayden Saunders will demonstrate social media’s relationship with email and show how email strategies can be developed to take advantage of the new social media age.
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Epsilon's Making Social Media Relevant To Email Webinar

  1. 1. Making social media relevant to email 15 th April 2010
  2. 2. Today’s presenter: <ul><li>Hayden Saunders </li></ul><ul><li>Technical Consultant </li></ul><ul><li>Specialises in new media consultancy, project management & software </li></ul><ul><li>implementation </li></ul>
  3. 3. During this session we intend to: <ul><li>define the social media marketing landscape </li></ul><ul><li>understand social media’s relationship with email </li></ul><ul><li>practically demonstrate changes that can be made to your email strategy today to take advantage of the opportunity </li></ul><ul><li>review how ROI from email driven social media solutions can be measured </li></ul>
  4. 4. The social media marketing landscape <ul><li>The rise of social media </li></ul><ul><li>New forum for public, real-time communication </li></ul><ul><li>Amplifies and broadcasts consumer voice </li></ul><ul><li>Connects disparate communities </li></ul>or Become paralysed by the complexity and apparent loss of control Embrace the shifting marketplace and start participating in new ways to engage with consumers and influence behaviour
  5. 5. Growth of social media sites Source: March 2010
  6. 6. Time spent: Google vs. Facebook Google Facebook Source: & (March 2010)
  7. 7. Search Spend vs. Social Media Spend in the UK £115 £2,750 £3,086 £175 Source: &
  8. 8. <ul><li>Don’t Know Enough about it (37%) </li></ul><ul><li>Difficult to Measure (37%) </li></ul><ul><li>No Budget (26%) </li></ul><ul><li>No Resources/Time (25%) </li></ul><ul><li>Not Proven or Tested (19%) </li></ul><ul><li>Legal Constraints / Corporate Policy (15%) </li></ul><ul><li>Social Media is not good use of employee time (7%) </li></ul><ul><li>(taken from Equation Research: 2009 Marketing Industry Trends Report) </li></ul>Why Companies avoid social media adoption
  9. 9. How is social media currently being used? Increased brand awareness was seen as major benefit of social media by 73% of companies [ Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009] 64% of companies are planning to increase their budget for on-site social media (such as blogs or ratings and reviews). [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010] Two-thirds of marketers are planning to increase investment in social media even though less than one-fifth can effectively measure ROI. [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010] SMEs are embracing social media more quickly. Of the smaller ompanies (those with a turnover of less than £1 million), 46% say that the company view is that social media ―provides tremendous opportunities. [Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009] MARKETERS RECOGNISE THE OPPORTUNITY OF SOCIAL MEDIA BUT HOW DO WE BRIDGE THE GAP BETWEEN UNDERSTANDING & LEVERAGING THE OPPORTUNITY?
  10. 10. Captures new prospects and rich profile information Drives traffic & subscriptions Encourages sharing Sales Conversions
  11. 12. Social assets <ul><li>Website </li></ul><ul><ul><li>Social email subscriptions </li></ul></ul><ul><li>Social applications </li></ul><ul><ul><li>Drive subscriptions, not just conversations and immediate sales </li></ul></ul><ul><li>Promoting assets </li></ul><ul><ul><li>Integrate social media promotion with email capture </li></ul></ul>
  12. 19. Email marketing <ul><li>Identify social sharers, influencers </li></ul><ul><ul><li>Track who is sharing your web and email content </li></ul></ul><ul><ul><li>Use social media data enrichment tools </li></ul></ul><ul><li>Targeting, remarketing </li></ul><ul><ul><li>Target social media influencers and social sharers </li></ul></ul>
  13. 20. Social media data enrichment EmailAddress Name EarliestActivityDate Most Recent Activity Date TotalCommercialSites Jobs Gender Colleges TotalNumberOfFriends TotalSocialNetworks TotalSites Age Location Social website membership (which sites) Profile addresses
  14. 22. Sharing <ul><li>Email </li></ul><ul><ul><li>Include sharing links in email </li></ul></ul><ul><ul><li>Include follow and fan links </li></ul></ul>
  15. 23. <ul><li>Paste in webinar invite email </li></ul>
  16. 24. <ul><li>Paste in follow and fan links </li></ul>
  17. 25. Conclusions <ul><li>Email and social media can work together to drive one another </li></ul><ul><li>No significant ongoing time commitment required </li></ul><ul><li>Need to ensure you can measure success </li></ul><ul><li>Test and optimise </li></ul>