Engagement Marketing is not interruptive, but two-day dialogs.
Engagement Marketing is not interruptive, but two-day dialogs.It’s been happening. For a long time. But until recently your participation was optional. Today – it isn’t.
Groundswell, winning in a world transformed by Social technologiesBy two Forrester Analysts, Charlene Li, Josh Bernoff
You must listen more than you talkYou must respond when spoken toYour every action and impact has immediate and widespread resultsIf you don’t engage it doesn’t change a thing. The dialgue continues w/o you. You don’t want that
The good implications too
The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
Viral marketing with share to social
Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)
B2B Marketing emailB2B email marketing and social
Richard Evans: Social Media Integration into eMail Marketing
Social Media Integration into Email Marketing Richard Evans, Silverpop<br />OfficeArrow, LLC. 2009. <br />
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 />
...Now it’s defined here.<br />By your market... Not just your marketing!<br />
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 />
Let’s consider the implications<br /><ul><li>You define your brand and influence it.
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 />
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 />
Identify your influencers<br />Loyal enthusiasts<br />Brand evangelists<br />Your connection to a wider market<br />
Case Study<br />National Express East Coast Trains<br />
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 />
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 />
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 />
Making it work for you<br />Hints and Tips<br />
Make your messages Shareworthy<br /><ul><li>Build trust and engage with your customers.
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 />