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Email Gone Viral Email Share To Social

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Email Gone Viral Email Share To Social

  1. 1. Email Gone Viral: How To Extend Email Reach Through Social Sharing<br />Loren McDonald, Silverpop <br />@LorenMcDonald<br />@Silverpop<br />
  2. 2. Email FTAF is The Old Viral<br />Less than 0.1% CTR<br />
  3. 3. Social Email is The New Viral<br />0.5% CTR <br />
  4. 4. One to One to Many<br />
  5. 5. Extends the Reach of Email<br />Social network users are, on average, connected to <br />between 100 and 150 friends<br />24% average <br />increased reach<br />
  6. 6. High-Value Sharers Emerge<br />
  7. 7. Agenda<br />How Does Share-to-Social Work?<br />The 6 Keys to Success<br />Key Takeaways<br />Q & A<br />
  8. 8. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works<br />
  9. 9. This is NOT Share-to-Social / SWYN…<br />But this is…<br />
  10. 10. Insert Share Links<br />ESP<br />Or <br />Custom Coding<br />http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html<br />
  11. 11. Personalized by recipient<br />
  12. 12. Shared with Friends<br />
  13. 13. The 6 Keys to Successful Integration of Social Networks and Email <br />
  14. 14. 6 Keys to Successful Social/Email Integration<br />
  15. 15. 1. Understand What Motivates People to Share<br />
  16. 16. What Motivates People to Share?<br />
  17. 17. Contributing to the Conversation<br />Sharing benefits people through the value of the information shared in return<br />
  18. 18. Self Interest<br />Sharing rewards the pocketbook<br />
  19. 19. Altruism<br />Sharing makes them feel good<br />
  20. 20. Validation<br />Sharing feeds the ego<br />
  21. 21. Affinity<br />Sharing makes people feel more a part of the &quot;community&quot;<br />
  22. 22. Prurience<br />Sharing makes people feel less guilty for gawking<br />
  23. 23. 2. Target the right social networks and media<br />
  24. 24. Facebook Links Included 100% of the Time<br />B2B Emails<br />LinkedIn = 83% <br />
  25. 25. Are 4 to 5 Networks the Right #?<br />
  26. 26. Facebook is Most Effective<br />Which social networks drive the <br />most additional email “views/opens”?<br />Facebook has highest social network effectiveness:<br /><ul><li> Average = 68%
  27. 27. Top Quartile average = 195%</li></li></ul><li>Keys to Targeting the Right Networks<br />Utilize third-party research<br />Survey subscribers/Monitor network activity<br />Test and analyze click/share activity<br />Identify subtrends<br />e.g., High-value sharers<br />Kill the losers<br />
  28. 28. 3. Educate subscribers on how/why to share<br />
  29. 29. Why Education is Key<br />Despite growth, “sharing” is still early<br />Different levels of social adoption<br />Sharing features/networks can differ in approaches<br />
  30. 30. Share to Social in Action<br />Announce…<br />
  31. 31. Explain...<br />
  32. 32. Encourage<br />
  33. 33. 4. Optimize email sharing design and link location<br />
  34. 34. Link Location - Top, Middle or Bottom?<br />
  35. 35. Content, Content, Content<br />
  36. 36. Eat Better America - Bottom<br />
  37. 37. Eat Better America - Top<br />
  38. 38. Dinner Made Easy – Near Top<br />
  39. 39. 5. Create shareworthy content<br />
  40. 40. 8 Keys to Shareworthy Emails<br />
  41. 41. What B2B Emails Are Shareworthy?<br /><ul><li>Relevant Articles
  42. 42. Event /Webinar Notifications
  43. 43. News / Press Releases</li></li></ul><li>B2C - Recipes Are Naturally Viral<br />
  44. 44. What’s Not Shareworthy?<br /><ul><li>Highly Personalised Emails
  45. 45. Transactional Emails
  46. 46. Long newsletters
  47. 47. Negative News</li></li></ul><li>“Dough” + Valentine = Shareworthy<br />
  48. 48. 6. Test, Analyze and Refine for Increased Sharing<br />
  49. 49. Test – What’s Working/Not Working<br />Copy/Offers<br />Link Style/Layout/Location<br />Broad versus Narrow Focus Messages<br />Viral-Only Messages<br />High-Value Sharers…<br />
  50. 50. Identify Key Influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers <br />Target them with future offers andincentives<br />
  51. 51. How to Measure Success<br />Process<br />Email share click-through rate<br />Network opens/rate<br />Network clicks/rate<br />Performance by network<br />Who is sharing – influencer rates<br />Output<br />New subscribers<br />Additional reach<br />Conversions/revenue<br />
  52. 52. Takeaways/Resources<br />
  53. 53. Key Takeaways<br />Narrow your network focus<br />Make it easy to share<br />Determine what your subscribers find most ‘Shareworthy’<br />Identify and reward your key influencers<br />Test everything and don’t be afraid to fail<br />
  54. 54. Resources<br />Emails Gone Viral, Social Sharing Benchmark Study<br />Whitepaper, Email Marketing Goes Social<br />Silverpop Email Marketing Resources<br />
  55. 55. Contact Information<br />lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com<br />

Editor's Notes

  • National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
  • B2B Marketing emailB2B email marketing and social
  • Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.

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