4. Marketing Tactics Radio Telemarketing TV Print Advertising Direct Mail Billboards Events Printed Collateral Email Websites Search Mobile
5. The Growth of Digital Media Usage is exponentially increasing Constantly evolving Yearsit took to reach market audience of50 million: 38years (Radio) 3years (iPod) 2years (Facebook) 13years (TV) 4years (Internet)
6. The Digital Media Landscape It’s reflected in changing marketing budgets Social Media Email Paid Search/SEO
7. The Digital Media Landscape In terms of internet marketing, two categories currently reign: Email Social Media
10. What is Email Marketing? What it is Email marketing is direct marketing using electronic mail to communicate commercial messages How it is used Share information directly Highly relevant messages Results in action
11. Why Email Marketing? User Base It’s where the people are 1.4 billion email users worldwide 91% of U.S. online adults use email Benefits Most acceptable by consumers for marketing messages You know exactly who your subscribers are and what they like Direct 1:1 communication; relevant offers and information Clear and measureable results High ROI - $43 earned for every $1 invested Challenges Inbox overload Getting to the inbox (deliverability)
12. What is Social Media? How it is used Share information broadly Foster conversations; engage audiences Builds brand What it is Social media describes media that is based on conversation and interaction between people online
13. User Base It’s where people are interacting Why Social Media? Almost 500 million users(Facebook recently topped Google in directing web traffic) 15 million active tweeters 50+ million users worldwide
14. Benefits Real-time communication Enables and encourages broad sharing Is where most consumers get information about products and companies Increases web traffic; aids SEO No hard costs and easy to use Challenges Still maturing, constantly changing Difficult to measure Time investment (can be high) Why Social Media?
15.
16.
17. 49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users. (MarketingSherpa)Social Needs Email
21. Email Needs Social Media Because email has limitations: Two-way communication minimal Perceived as promotional; limited peer involvement Deliverability can be a challenge Constrained to opted-in lists Rapid growth of social media
24. Email + Social: Lay the Foundation #1 Add Share Links to Emails Enable email subscribers to share via social networks Extends your message to new audiences #2 Collect Email Addresses through Social Networks; Other Digital Outlets Make sure these new audiences can sign up to receive emails directly from you Email Marketing Social Media
30. Email + Social: Create & Implement Plan Step 1 Set goals Define audience Decide what success is Step 2 Identify tools/options available Know what they can and can’t do Step 3 Develop integrated strategy Step 4 Put it in motion!
31. Email + Social: Measure Success Step 5 What were you hoping to achieve? Via email… Via social… In total… Was it a success?
33. Marketing Challenge for a Grocery Chain A local grocer wants to retain its leading market position Has great brand awareness and community image Competition from other brands with lower prices Consumers perceive other outlets may be higher quality Relies heavily on mass media Want to supplement with targeted messages Want customers to love them, to treat their brand as a friend
34. Goals, Audience, Metrics Goals Retain marketshare Build customer loyalty Audience Current and prospective customers Sacramento area households Success Metrics Increased store traffic, shopper frequency Customer sharing, recommendations and feedback
35. Options & Tools Email Marketing Social Media Facebook Twitter Blog Flickr YouTube Email to House List (opted-in emails) Email to Partner List Advertise in Another Company’s Email
36. Email Marketing Options Newsletters, special promotions, other types of email communications A company emails on behalf of a partner to its own opted-in list Ad banners in newsletters, or other content-based ads Relationship building; loyalty;brand; increase sales; direct call to action Reach beyond current customer list to increase sales Reach beyond current customer list to build brand
42. Strategy Action Build Customer Loyalty: Awareness, Engagement Uses social media to convey personality, encourage participation and conversation. Posts/shares thoughts, opinions, recipes and offers and solicits feedback Shares photos of amazing dinners and produce to personalize the shopping experience Includes advertising in other company’s newsletters to extend recognition Invites users to participate via social networks; sign up for emails
43.
44. Measuring Success Email Marketing Standard Metrics Delivery (87% – 95%) Opens ( 15% – 22%) Clicks (3% - 6%) Complaints (1 in 1,000) Conversions ROI ($43 for every $1) Strategic Success Did store traffic, shopper frequency increase? Social Media Standard Metrics Number of fans, followers, comments, mentions, retweets Amount and frequency of social media participation Site analytics to measure traffic, visitors, where coming from Strategic Success Are customers embracing the brand? Sharing? Making recommendations?
46. Integration Gets Results Case Study – GodTube Challenge: To promote the Christian video social network Tactic: Tested an email social-sharing feature
47.
48. 611 posted on their social-network pages, exposing it to an estimated additional 60,000+ people.
49.
50. Integration Gets Results Case Study – Turner Sports, PGATOUR.com Challenge: To drive fans to watch live streaming coverage of the PGA TOUR Tactic: Emailed two versions of invite – one with embedded video, one with static photo and link to video on PGATOUR.com Results:Live streaming video produced a 13% higher click-through rate in driving users to PGATOUR.com
51. Integration Gets Results Case Study – CSN Stores (online shopping) Challenge: To increase online retail rewards program membership Tactic: Emailed engaged rewards members to invite friends (via social media channels) to join – discount incentives offered to both current and new members Results:Generated click-through rates 4x higher than just adding a sharing link, 1 new member per every 1.8 invited, 10% of new members went on to purchase items
52. Integration Gets Results Case Study – National Express Challenge: To get its email offers, already well received, into a wider community Tactic: Integrated email communications with social networks Results: 80,000 additional impressions, 8% list growth, 33% of people who viewed a shared item clicked through to the offer
54. About StreamSend Email Marketing Provider of affordable, easy-to-use web-based email marketing software Based in Sacramento Local clients include: Metro Chamber, Paragary’s, ThunderValley, Sacramento Magazine, L Wine Lounge, Yogurtagogo, Zocalo’s, 3Fold Communications, LEED…
Get show of hands – who uses email, social, both….
Familiar with these segments in our own marketing efforts; and the tactical implementations – everything from print ads, telemarketing and events…To the digital side of radio, tv… websites and emailThe marketing landscape is changing ; becoming more digital and very rapidly. (Example the growth of digital media landscape)
Becky Slide64% of companies are planning to increase their budget for on-site social media, such as blogs or ratings and reviews.(Econsultancy/ExactTargetMarketing Budgets 2010, February 2010)
Should be aware of the shifting information consumption habits of consumers; immediate, targeted, personal – and the consumers have a lot of control over this; and are much more selective about the info and messages they choose to receive/interact withDigital is big opportunity to leverage new opportunities with minimal risk, especially financialBut there are challenges – much is changing, it’s difficult to keep up with it all . And thought it may be less expensive financially, staff resource can definitely be higher; this may require (for some) a reallocation of funds to hire appropriate staffButkeep in mind it is where the people are going, it is a sound investment for your company to figure this out now and plan for it accordingly So keep focused on the big rocks – Search, Email and Social are the leading internet marketing solutions… (Search is reactive, people looking… Email and Social are proactive… putting it out there.) Today we’ll be talking Email & Social. Before we move forward, want to address what may be a common misconception -- that email is dead and that the future of internet marketing is pure;u social…or that you really only need to have one or the other.
In reality, both email and social have significant usage and impact and serve complimentary purposes, enabling broader and more comprehensive campaignsReview top level benefits, unique strengths to both – why email, why social – and why the two together
Becky SlideTypes:Promotional emails sent to your customersMessages (ads) included in another company’s emailsPartner emails sent on behalf of another company
Ray Slide
Becky Slide
Again… - But, either way, keep in mind this is where the people are already or going, sound investment for your company to figure out and plan for now And always, the key to success is focusing on the big rocks and that starts with laying a strong foundation then having a solid plan
This is the nuts and bolts of integrating your email and social campaigns.
Becky Slide
Becky Slide
Becky Slide
Becky Slide
Becky Slide
As with any strategic campaign, you need to establish a clear plan and expectations from the startAlso need to realize, just because you “can” use something; doesn’t mean you should. Not all of these tools are going to work ideally to meet your specific goals.
You have some hand outs that you can follow along with on your tables…. And this is a simplified exercsise
Well Raley’s or a large local grocer would provide an elegant case study. They have substantial brand awareness and a positive image in the community yet find their sales/traffic under assault from other brands chiefly because of price on the low end and a perception of better quality on the higher end. So how then to maintain their position in light of these factors. Knowing as we do that a growing portion of shoppers will respond to a community based/knowledge approach to marketing and the declining utility of mass messaging regardless of channel our example brand turns to email and social channels. This turn it not necessarily to more efficiently broadcast the same message to everyone or even reduces their advertising expenditures. It is rather a turn towards a horizontal relationship between brand and consumer. They want in fact for their consumers to love them, to treat their brand as quite literally a friend. Successful implementation of said strategy is not measured by how the whole of consumers respond but rather how the receptive group responds.Marketshare is defined by the %
Which is defined by the % of customers shopping over a 7 day period
Include a complete checklist here?Would love to provide a complete sheet with tools and what they work best for…. Or refer back to the chart….
The grocery does not have video and will not realistically be able to do so; so this option is put on hold for the time… it is OK to not use everything… especially if it doesn’t make sense for your business or resources
Marketshare – essentially encouraging more frequent shoppingThis part of the strategy is going to be all about the offer, direct sale, call to action and measurable revenue. It includes special offer emails to house lists, partner lists, encourages sharing and email sign ups. The social aspect supports this, extends the reach of the immediate offer to new audiencesBlog: Posts ongoing recipes, encourages commentsEnable easy sign up for email lists, links to social networks
Marketshare – essentially encouraging more frequent shoppingBlog: Posts ongoing recipes, encourages commentsEnable easy sign up for email lists, links to social networks
Set up specific campaigns to track social media programs that drive web trafficMeasure High Level Metrics:Unique VisitorsPage Views Frequency of VisitsMeasure Deeper Metrics Depth of Visit ConversationsWhere Visitors Are Coming From
