Social Sharing: Why & How to Do It with HighRoad


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HighRoad's Campaign eMail includes a new feature to share content on social media. This webinar highlights why social share features are so important to today's users and how you can take advantage of it in the Campaign eMail product by BlueHornet. High

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Social Sharing: Why & How to Do It with HighRoad

  1. 1. TheU: The Social Association
  2. 2. Your Presenter: Jenny Lassi has been affiliated with HighRoad Solution for 8 years first as a client and then as an employee. With optimized recipient engagement top-of- mind, Jenny's expertise is in data & delivery allowing clients to leverage data collected and increase engagement. She also consults with clients on authentication, content, content strategy, integrating social to eMarketing strategies, email preference center management, business intelligence gathering to fuel segmentation & other deliverability/engagement optimization tactics.
  3. 3. Today’s Content • Understanding Generations • Communication Approach Differences • Trends in Social • Legacy Social Share %%SHARE%% Sunset Plan • New SocialLoop Social Share takes over May 1 • Workflow Process Changes • Social Jumpstart Package • Best Practices • Resources/Takeaways
  4. 4. Multigenerational Association Members Association membership databases include members that are considered a part of one generation type or another. If your organization has not organized member/non-member/prospect records and their associated generations/personas and adjusted marketing strategies for each type, begin to use Social Share features now to stay on top of the curve!
  5. 5. Multigenerational Association Members 1925-1945 - Silent Generation 1946-1964 - Baby Boom 1965-1979 - Generation X 1980-2000 - Millennials or Generation Y 2001-Present - Generation Z
  6. 6.
  7. 7. Facebook Trends Declining numbers for Generation Z but substantial growth for 25+ on up.
  8. 8. Social Trends According to a 2014 study by 1. Teens (13-17) on Facebook have declined -25.3% over the last 3 years. 2. Over the same period of time, 55+ has exploded with +80.4% growth in the last 3 years. Forbes Projections: 1. Investment in social media will become a necessity, not a luxury. 2. Google + will become a major factor 3. Image Centric networks will see huge success 4. We'll witness the rise of micro-video 5. Foursquare will decline sharply 6. MySpace, love it or hate it, will grow 7. LinkedIn will become major player for B2B business growth
  9. 9. There is Social Media… Always link to your presence on the social platforms for members/non-members or prospects to interact with your organization’s social content and facilitate discussion.
  10. 10. And there is Social Share • Social Share is a feature that allows subscribers to share message content to Facebook, LinkedIn, Twitter, Google + and Pinterest. • Social Share is available with Standard, Recurring and Welcome messages. • Multiple Social Shares can be applied within a single message. • Social Share can be created using the HTML Editor, Basic Code Input or under Social > Create Social Share. • Extended the reach of your marketing beyond your subscriber base
  11. 11. Share to Social vs. Social Share Share to Social %%SHARE%% sunsets May 1, 2014 The NEW Social Share is available now inside your HighRoad Solution Campaign eMail Account! This change will impact your organization depending on if you use the integrated Social features with your emails now and also depending on your email marketing workflow: 1. If you use the share to social feature now and you use a template library with social features built-in to your template’s HTML code 2. If you use the share to social feature now, you code your templates in an outside HTML editor like Dreamweaver and paste in your code or 3. If you use the share to social feature now and you add sharing features to each email you deploy during the message creation process
  12. 12. Strategic Focus on Top 5 Why only Facebook, LinkedIn, Twitter, Google+ and Pinterest? • Scalable social solution for Software as a Service social platforms • Works with welcome, standard and recurring promotional messages. • Enables multiple shares per email campaign • Enables sharing to Pinterest • Uses one click sharing • Subscribers can easily share to all social channels • No more annoying pop-up share widgets that discourage sharing. • Includes a Social Share URL and HTML Code Generator • Available for subaccount users
  13. 13. Social Share Why only Facebook, LinkedIn, Twitter, Google+ and Pinterest? They are the top 5! Facebook 900,000,000 - Estimated Unique Monthly Visitors Twitter 310,000,000 - Estimated Unique Monthly Visitors LinkedIn 250,000,000 - Estimated Unique Monthly Visitors Pinterest 150,000,000 - Estimated Unique Monthly Visitors Google Plus+ 120,000,000 - Estimated Unique Monthly Visitors
  14. 14. Template Based Workflow- Generate Codes
  15. 15. Template Based Workflow- Generate Codes
  16. 16. Template Based Workflow- Generate Codes
  17. 17. Template Based Workflow- Generate Codes
  18. 18. Template Based Workflow- Update Templates Before Using Legacy Share to Social %%Share%%
  19. 19. Template Based Workflow- Update Templates After Using SocialLoop Social Share
  20. 20. Set-Up: Per Email Campaign
  21. 21. Set-Up: Per Email Campaign
  22. 22. Set-Up: Per Email Campaign
  23. 23. Sent Message
  24. 24. Shared Message
  25. 25. Are Subscribers Sharing? Search for Social Shares
  26. 26. Now What? Built-In Strategy
  27. 27. Now What? Built-In Strategy Reward your brand evangelists!
  28. 28. Social Jump Start Consulting Suzanne’s description here… Includes: 1. Item 1 2. Item 2 3. Item 3 4. Item 4
  29. 29. Best Practices • Use the New Social Share Feature Only on Emails You Want Shared • Update All Templates Using Legacy Share to Social Now • Become Familiar with The New Process Now Before May 1st • Reward Social Influencers Using a Strategy BluePrint
  30. 30. Questions ?
  31. 31. Thank you! Other questions for Jenny? eMail = Twitter = @highroadjenny
  32. 32. References & Resources 3-years-the-2014-facebook-demographic-report/ social-media-marketing-trends-that-will-dominate-2014/