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Email Working With Social Networks Adma July 9 09


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As social networking spreads across the digital landscape, beyond dedicated sites like Facebook and MySpace, email marketers are uniquely poised to leverage the communications channel as a venue for exposing people to their products and brands. By creating email marketing campaigns with social networking aspects, you can tap into this internet trend to influence the influencers, nurture current email relationships and increase the size of your email list.

This presentation will show delegates how Air New Zealand successfully utilised email and social networking to increase subscriber lists, revenue and response rates. In addition the session will answer what many marketers want to know - "How do I identify the social influencers on my email list?" and “What do I need to do to manage the social networking phenomenon?” The presentation will also provide numerous case examples of how other brands have found strong success incorporating social networks and other channels into their email programmes.

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Email Working With Social Networks Adma July 9 09

  1. 1. Email Marketing Goes Social<br />How Email and Social Networking can Work Together<br />ADMA Forum 2009<br />July 9th, 2009<br />
  2. 2. Speakers & Agenda<br />Agenda<br />How email intersects with social<br />How does it work<br />Case Studies<br />Sneak-Peak: Social Email Study Results<br />Questions & Answers<br />Will Schnabel<br />VP International, Silverpop<br />Larry Lentz<br />Online Marketing Manager, Air New Zealand<br />
  3. 3. Integrating Email with Social<br />
  4. 4. The Informed Consumer<br />Customers & Prospects are: <br /><ul><li>More informed than ever
  5. 5. Seeking out relationships
  6. 6. Asserting more control
  7. 7. Expecting companies to participate in dialogues with them </li></li></ul><li>The Rise of Communities<br />In Australia, 75%of adults use social technologies<br />41%of youth aged 12 to 21 visit social sites daily<br />50% of adult Australians are members of social networks (with 4.6M on Facebook alone)<br />Social users are connected to between 150 and 200 ’friends’<br />40%of social network participants use social sites to gather product information and recommendations<br />
  8. 8. So Is Email Marketing Dead?<br />
  9. 9. 92% of adult Internet users send or read email — more than regularly visit any social network*<br />Email still 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 />
  10. 10. The efficacy of a normal email campaign<br />
  11. 11. Social networks expand virally<br />
  12. 12. Social email is the new viral<br />
  13. 13. Social email is the new viral<br />
  14. 14. Extend your reach<br />Brand exposure<br />Impressions<br />Acquisition<br />List growth<br />
  15. 15. Generate buzz<br />Viral buzz<br />Word of mouth<br />Brand awareness<br />
  16. 16. Generate more than just buzz<br />Reach more buyers<br />In more places<br />With less effort<br />And little to no additional expense<br />
  17. 17. Identify your influencers<br />Loyal enthusiasts<br />Brand evangelists<br />Your connection to a wider market<br />
  18. 18. How does it work<br />
  19. 19. Select social networks during creative<br />
  20. 20. Icons are added to creative<br />
  21. 21. Recipients share to the network<br />Email recipient can add their own comments or endorsements<br />Email Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed. <br />Select a thumbnail image from the email creative<br />
  22. 22. Friends are notified<br />
  23. 23. You report and target<br />
  24. 24. Identify key influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers <br />Target them with future offers andincentives<br />
  25. 25. Are you Shareworthy?<br />Hints and Tips<br />
  26. 26. Make your messages Shareworthy<br /><ul><li>Build trust and engage with your customers.
  27. 27. Know what motivates your customers.
  28. 28. Keep the message simple.
  29. 29. State the value.
  30. 30. Make sharing options visible and easy.</li></li></ul><li>What B2C emails are Shareworthy?<br /><ul><li>Great offers
  31. 31. New season / product announcements
  32. 32. Sale Notifications</li></li></ul><li>What B2B emails are Shareworthy?<br /><ul><li>Relevant Articles
  33. 33. Event /Webinar Notifications
  34. 34. News / Press Releases</li></li></ul><li>What’s not Shareworthy?<br /><ul><li>Highly Personalised Emails
  35. 35. Transactional Emails
  36. 36. Long newsletters
  37. 37. Negative News</li></li></ul><li>Case Studies<br />
  38. 38. Air New Zealand<br />Company Overview<br />Air New Zealand services the Asia/Pacific region, Europe, and North America as well as two dozen cities within New Zealand<br />Have a successful email communications program <br />Using dynamic content capabilities allows Air New Zealand to send relevant emails based upon subscriber’s origin city in addition to promotion of events based upon zip code<br />Challenge<br />Seeking new ways to engage and expand their existing customer base <br />Solution<br />Utilizing ‘Share-to-Social’ feature as a channel to build customer advocacy<br />
  39. 39. Air New Zealand – Share to Social<br />
  40. 40. Air New Zealand – Share to Social<br />Sharing the right email<br /><ul><li>Relevant offer
  41. 41. Provides customer with flexibility of messaging and display
  42. 42. High “share-ability” with many options</li></li></ul><li>Comparison of Results<br />Promotional email to its Canadianlist had an overall open rate of 31% and click rate of 11%. <br />Of those who posted to a social network: <br />46% shared on Facebook<br />45% shared on Twitter<br />2/3 of those that share on Twitter open up the Tweet versus only 1/3 on Facebook<br />33% of those who posted had at least one open of the post <br />
  43. 43. Comparison of Results<br /><ul><li>Promotional email to its UK list had an overall open rate of 24% and click rate of 4%.
  44. 44. Of those who posted to a social network:
  45. 45. 44% shared on Facebook
  46. 46. 32% shared on Twitter
  47. 47. Only 2% of those that share on Twitter open up the Tweet versus 97% on Facebook!
  48. 48. 25% of those who opened a shared post clicked through
  49. 49. No one clicked on the “Share with a Friend” (F2AF) link</li></li></ul><li>National Express East Coast Trains<br />Company Overview<br />National Express ECT are a U.K. 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 />
  50. 50. National Express – Share to Social<br />Sharing the right email<br /><ul><li>Compelling offer
  51. 51. Simple messages
  52. 52. Explanation of the links</li></li></ul><li>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 />
  53. 53. A First Look<br />2009 Social Sharing Study<br />
  54. 54. Branding in subject line<br />2xincrease in sharing activity<br />293%increase in CLICK THORUGHS on shared content<br />
  55. 55. Offer in subject line<br />1.5xincrease in sharing activity<br />
  56. 56. The Networks<br />
  57. 57. Most used…<br />90% share rate<br />
  58. 58. Most likely to click…<br />318% above average click rate<br />
  59. 59. The Offer<br />
  60. 60. This slide intentionally left blank<br />
  61. 61. % off resonates<br />2xhigher share rate compared to multi-offer<br />4xhigher shared ratecompared to dollar off<br />
  62. 62. Layout and Content<br />
  63. 63. Placement and style matter <br />GoodHeader or footer of email. Matching style of font and text.<br />Header 1.5x better than footer.<br />
  64. 64. Placement and style matter <br />BetterProminent placement in middle of message body.<br />2x better!<br />
  65. 65. How long do socially viral email live?<br />11-15 days of share activity from initial share<br />
  66. 66. Putting it to use<br />
  67. 67. 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 />
  68. 68. Resources<br />Whitepaper, Email Marketing Goes Social<br />Social Study w/ full results available on<br />
  69. 69. Thank you!wschnabel@silverpop.comTwitter: @wschnabel or<br />