Presentation on integrating email with social networks - a process called "share-to-social." From a Webinar with Penton Media, the presentation outlines 6 keys to sucessfully integrating email and social networks.

1. Email Gone Viral: How To Extend Email Reach Through Social Sharing Loren McDonald, Silverpop @LorenMcDonald @Silverpop

2. Email FTAF is The Old Viral Less than 0.1% CTR

3. Social Email is The New Viral 0.5% CTR

4. One to One to Many

5. Extends the Reach of Email Social network users are, on average, connected to between 100 and 150 friends 24% average increased reach

6. High-Value Sharers Emerge

7. Agenda How Does Share-to-Social Work? The 6 Keys to Success Key Takeaways Q & A

8. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works

9. This is NOT Share-to-Social / SWYN… But this is…

10. Insert Share Links ESP Or Custom Coding http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html

11. Personalized by recipient

12. Shared with Friends

13. The 6 Keys to Successful Integration of Social Networks and Email

14. 6 Keys to Successful Social/Email Integration

15. 1. Understand What Motivates People to Share

16. What Motivates People to Share?

17. Contributing to the Conversation Sharing benefits people through the value of the information shared in return

18. Self Interest Sharing rewards the pocketbook

19. Altruism Sharing makes them feel good

20. Validation Sharing feeds the ego

21. Affinity Sharing makes people feel more a part of the "community"

22. Prurience Sharing makes people feel less guilty for gawking

23. 2. Target the right social networks and media

24. Facebook Links Included 100% of the Time B2B Emails LinkedIn = 83%

25. Are 4 to 5 Networks the Right #?

28. 3. Educate subscribers on how/why to share

29. Why Education is Key Despite growth, “sharing” is still early Different levels of social adoption Sharing features/networks can differ in approaches

30. Share to Social in Action Announce…

31. Explain...

32. Encourage

33. 4. Optimize email sharing design and link location

34. Link Location - Top, Middle or Bottom?

35. Content, Content, Content

36. Eat Better America - Bottom

37. Eat Better America - Top

38. Dinner Made Easy – Near Top

39. 5. Create shareworthy content

40. 8 Keys to Shareworthy Emails

42. Event /Webinar Notifications

45. Transactional Emails

46. Long newsletters

48. 6. Test, Analyze and Refine for Increased Sharing

49. Test – What’s Working/Not Working Copy/Offers Link Style/Layout/Location Broad versus Narrow Focus Messages Viral-Only Messages High-Value Sharers…

50. Identify Key Influencers Identify recipientswho shared yourmessage Create lists of key influencers Target them with future offers andincentives

51. How to Measure Success Process Email share click-through rate Network opens/rate Network clicks/rate Performance by network Who is sharing – influencer rates Output New subscribers Additional reach Conversions/revenue

52. Takeaways/Resources

53. Key Takeaways Narrow your network focus Make it easy to share Determine what your subscribers find most ‘Shareworthy’ Identify and reward your key influencers Test everything and don’t be afraid to fail

54. Resources Emails Gone Viral, Social Sharing Benchmark Study Whitepaper, Email Marketing Goes Social Silverpop Email Marketing Resources

55. Contact Information lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com