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Richard Evans: Social Media Integration into eMail Marketing


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Richard Evans: Social Media Integration into eMail Marketing

  1. 1. Social Media Integration into Email Marketing Richard Evans, Silverpop<br />OfficeArrow, LLC. 2009. <br />
  2. 2. Let’s talk social sharing in email...<br />Marketing shifts<br />How email intersects with social<br />Case example<br />54 million recipients tell us what works<br />Hints and tricks to get you started<br />
  3. 3. Marketing has forever changed<br />
  4. 4. The old way of speaking to customers has shifted...<br />
  5. 5. From Push...<br />Direct Mail, Bulk Email, Radio, TV,...<br />
  6. 6. Pull...<br />Search, PPC, Blogs<br />
  7. 7. Engagement and Sharing<br />Social, Conversations, Participation, Feedback,UGC<br />
  8. 8. Your brand used to be defined here...<br />
  9. 9. ...Now it’s defined here.<br />By your market... Not just your marketing!<br />
  10. 10. The exploding ‘Groundswell’<br /> “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat. <br /> You can see it as an opportunity.” <br />
  11. 11. Let’s consider the implications<br /><ul><li>You define your brand and influence it.
  12. 12. You help shape it.
  13. 13. But, you do not control it.</li></li></ul><li>Let’s consider ALLthe implications<br /><ul><li>You have 24/7 market insight.
  14. 14. More (and less costly)methods of engaging.
  15. 15. Tens of thousands of people who can and will carry your message forward.</li></li></ul><li>The power of social media<br />In 2008, 33%of online users were monthly users of social networks1<br />Social network users are, on average, connected to between 150 and 200 friends3<br />40% of email participants use social sites to gather product information and recommendations4<br />“Social Media Consumption”– Jupiter Research, September 23, 2008<br />“Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007 <br />3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication <br />4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008<br />
  16. 16. So is email marketing dead?<br />
  17. 17. 92% of adult Internet users send or read email — far more than regularly visit any social network*<br />According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**<br />Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**<br />*Pew American Life & Internet Study<br />**AberdeenGroup<br />Email is alive and well<br />
  18. 18. Integrating Email with Social<br />
  19. 19. The efficacy of a normal email campaign<br />
  20. 20. Social networks expand virally<br />
  21. 21. Social email is the new viral<br />
  22. 22. Extend your reach<br />Brand exposure<br />Impressions<br />Acquisition<br />List growth<br />
  23. 23. Generate buzz<br />Viral buzz<br />Word of mouth<br />Brand awareness<br />
  24. 24. Identify your influencers<br />Loyal enthusiasts<br />Brand evangelists<br />Your connection to a wider market<br />
  25. 25. Case Study<br />National Express East Coast Trains<br />
  26. 26. National Express East Coast Trains<br />Company Overview<br />National Express ECT are a UK National Train Operating Company<br />Have a well established email communications program which includes targeted content for newsletters and special offers<br />Challenge<br />Wanted a cost effective and efficient way to get their offers, already well received, into the wider community<br />Solution<br />Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’<br />
  27. 27. National Express + Share to Social<br />
  28. 28. Email recipients can add their own comments or endorsements<br />Email Subject line becomes “Title” and “Mailing Notes” become the description teaser-text to be displayed. <br />Users can select a thumbnail from some of the images in email, or opt to not include a picture<br />Recipient taken to social site<br />
  29. 29. Results<br />800 recipients shared the email offer <br />80,000 additional impressions <br />8% list growth<br />33% people who viewed a shared item clicked through to the offer <br />3x CTR of their standard emails<br />
  30. 30. Making it work for you<br />Hints and Tips<br />
  31. 31. Make your messages Shareworthy<br /><ul><li>Build trust and engage with your customers.
  32. 32. Know what motivates your customers.
  33. 33. Create and state value.
  34. 34. Make sharing options visible and easy.
  35. 35. Reward and incent sharing.</li></li></ul><li>What B2B emails are Shareworthy?<br /><ul><li>Relevant Articles
  36. 36. Event /Webinar Notifications
  37. 37. News / Press Releases</li></li></ul><li>What’s not Shareworthy?<br /><ul><li>Highly Personalised Emails
  38. 38. Transactional Emails
  39. 39. Long newsletters
  40. 40. Negative News</li></li></ul><li>A First Look<br />2009 Social Sharing Study<br />
  41. 41. Offer in subject line<br />24%increase in sharing activity<br />6%increase in views of shared content<br />
  42. 42. Branding in subject line<br />89%increase in sharing activity<br />58%increase in VIEWS of shared content<br />293%increase in CLICK THROUGHS on shared content<br />
  43. 43. Business-to-Business<br />57%higher rate of sharing compared to B2C<br />
  44. 44. Most popular…<br />100% Included in every mailing<br />
  45. 45. Most popular…<br />68%Social Network Effectiveness<br />
  46. 46. Placement and style<br />
  47. 47. Lifespan of viral email<br />7 dayson average<br />
  48. 48. Putting it to use<br />
  49. 49. Add the links to your messages<br />
  50. 50. Know what networks work for you<br />
  51. 51. Optimize for those networks<br />
  52. 52. Optimize for those networks<br />
  53. 53. Getting started with social email<br />Focus on ‘Shareworthiness’<br />Make it easy to share<br />Monitor social ‘buzz’ (and engage)<br />Identify and reward your influencers<br />Test everything and don’t be afraid to fail<br />
  54. 54. Resources<br />Whitepaper, Email Marketing Goes Social<br />Emails Gone Viral, Social Sharing Benchmark Study<br />
  55. 55. &lt;Insert Dialogue Here&gt;On Twitter:<br />