The document summarizes a presentation given at the 2010 Online Marketing Summit in San Francisco. The presentation by Alex Williams of eROI discussed integrating social, mobile, and email marketing. It provided an overview of current US usage of these channels, as well as findings from a study of 500 marketers. Specific techniques for integrating social sharing and mobile versions were also outlined, with examples given. The presentation emphasized starting with existing engagement on channels and focusing on conversion goals within emails over competing social buttons.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
This presentation gives an overview of how social networks are used in companies and what are the risks associated with them. Some actions points are proposed to mitigate those risks.
The Light and Dark of Social Sharing - Radium one yann le gigan
84% of people share content online globally
32% of people who share content online will only share via Dark Social
69% of all sharing activity takes place via Dark Social globally versus 23% via Facebook
36% of Dark Social sharing takes place on mobile devices globally
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Kaplan & Haenlein - The early bird catches the news nine things you should kn...ESCP Exchange
Micro-blogs (e.g., Twitter, Jaiku, Plurk, Tumblr) are starting to become an established category within the general group of social media. Yet, while they rapidly gain interest among consumers and companies alike, there is no evidence to explain why anybody should be interested in an application that is limited to the exchange of short, 140-character text messages. To this end, our article intends to provide some insight. First, we demonstrate that the success of micro-blogs is due to the specific set of characteristics they possess: the creation of ambient awareness; a unique form of push-push-pull communication; and the ability to serve as a platform for virtual exhibitionism and voyeurism. We then discuss how applications such as Twitter can generate value for companies along all three stages of the marketing process: prepurchase (i.e., marketing research); purchase (i.e., marketing communications); and post-purchase (i.e., customer services). Finally, we present a set of rules–—The Three Rs of Micro-Blogging: Relevance; Respect; Return–—which companies should consider when relying on this type of application.
Becoming a Blog and Social Media EntrepreneurJanette Toral
Overview of Ateneo de Manila University and DigitalFilipino.com "Certified Blog and Social Media Entrepreneur Program" (http://www.digientrepreneur.com). Online class starts on June 13, 2012.
Filling the digital skills through cultural change or How to make your whole workforce social media-savvy and inject digital into the DNA of your business
by Patty Keegan, Director, Digital Chameleon
Social media? Get serious! Understanding the functional building blocks of so...Ian McCarthy
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms –— such as content sharing sites, blogs,
social networking, and wikis–—to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines
social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks,
we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
This presentation gives an overview of how social networks are used in companies and what are the risks associated with them. Some actions points are proposed to mitigate those risks.
The Light and Dark of Social Sharing - Radium one yann le gigan
84% of people share content online globally
32% of people who share content online will only share via Dark Social
69% of all sharing activity takes place via Dark Social globally versus 23% via Facebook
36% of Dark Social sharing takes place on mobile devices globally
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Kaplan & Haenlein - The early bird catches the news nine things you should kn...ESCP Exchange
Micro-blogs (e.g., Twitter, Jaiku, Plurk, Tumblr) are starting to become an established category within the general group of social media. Yet, while they rapidly gain interest among consumers and companies alike, there is no evidence to explain why anybody should be interested in an application that is limited to the exchange of short, 140-character text messages. To this end, our article intends to provide some insight. First, we demonstrate that the success of micro-blogs is due to the specific set of characteristics they possess: the creation of ambient awareness; a unique form of push-push-pull communication; and the ability to serve as a platform for virtual exhibitionism and voyeurism. We then discuss how applications such as Twitter can generate value for companies along all three stages of the marketing process: prepurchase (i.e., marketing research); purchase (i.e., marketing communications); and post-purchase (i.e., customer services). Finally, we present a set of rules–—The Three Rs of Micro-Blogging: Relevance; Respect; Return–—which companies should consider when relying on this type of application.
Becoming a Blog and Social Media EntrepreneurJanette Toral
Overview of Ateneo de Manila University and DigitalFilipino.com "Certified Blog and Social Media Entrepreneur Program" (http://www.digientrepreneur.com). Online class starts on June 13, 2012.
Filling the digital skills through cultural change or How to make your whole workforce social media-savvy and inject digital into the DNA of your business
by Patty Keegan, Director, Digital Chameleon
Social media? Get serious! Understanding the functional building blocks of so...Ian McCarthy
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms –— such as content sharing sites, blogs,
social networking, and wikis–—to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines
social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks,
we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
Customer Engagement is now becoming a widely used term within Marketing, but what does it actually mean? This presentation aims to clarify what customer engagement is and reinforce the importance of cross-channel collaboration. It focuses on identifying the challenges faced by organisations striving to achieve this level of engagement and how they can be addressed.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Connecting the Dots: Integrating Emerging Channels into your Email Program - ...Online Marketing Summit
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Having trouble finding the right way to integrate social, mobile, and video into your email marketing effectively? Hear from eROI's Alex Williams on how to integrate these emerging channels into your Email Program in a way that supports your company goals and provides measurable success.
* Alex Williams, Strategist, eROI
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
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The goal of any business is to grow and know your consumer base and then turn them into raving fans. Learn FIVE things you should be doing to help your business engage consumers and the THREE key channels you should leverage now to create personal, relevant & interactive conversations with your consumer.
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With the advent of search engines now including social content into their algorithms its time to incorporate that blog, video (and more) into your overall content strategy. This session will show you how to create a content strategy that includes social media to increase your SEO-click-to conversions.
* Gillian Muessig, President, SEOmoz.org
Generating New Business Leads with Corporate Blogging
While looking for ways to increase Facebook fans and Twitter followers, companies may have forgotten about one of the most proven social media tools that can directly impact the bottom line: corporate blogging. This social media workshop will discuss the powerful medium of business blogging, and how companies can tie their blogs to search engine results, helping them reach new customers at the critical moments when these prospects are online and searching for answers and solutions.
* Chris Baggott, CEO, Compendium
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Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like Tweets and reviews making their way into search results, but Google's new social search is a clear indicator that social media's effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.
* Ray "Catfish" Comstock, Director of SEO, BusinessOnline
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* Jeff Cunning, Product Marketing Manager, ExactTarget
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* Kevin Akerman, Director, Global Product Development, Experian Marketing Services
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* Kate O'Neill, CEO, [meta] marketer (@kateo)
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* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
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* Pam O'Neal, VP Marketing, BreakingPoint (@poneal)
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Connecting the Dots: Integrating Emerging Channels into your Email Program - ...Online Marketing Summit
Connecting the Dots: Integrating Emerging Channels into your Email Program
Learn how to integrate social media and mobile into your Email Program in a way that supports your company goals and provides measurable success.
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Connecting the Dots: Integrating Emerging Channels into your Email Program - ...
The current state of email, social, and mobile integration oms at dma - alex williams
1. Online Marketing Summit
San Francisco, CA | October 11th, 2010
The Current State of Social,
Mobile & Email Marketing
Integration
Alex Williams
Digital Strategy
eROI
1
2. AGENDA:
The Study: US Landscape of Social, Mobile and Email
Planning for Success Pragmatically
Benchmarking & Reporting
Techniques & Execution
2
3. Current US landscape of Social, Mobile and Email
97% of US households use Email (e-Dialog, 2010)
75% of internet connected homes use Social Networks
(61.5% of all US Households)(Nielsen, 2010)
91% of the US population uses a mobile device (CTIA, 2010)
23% use a smart phone (Frank N. Magid Associates, 2010)
285+ million mobile devices in the United States and there are just over 70
million smart phones (e.g., Blackberry, iPhone, Android, Windows).
10/14/2010 3
4. The Study
Conducted in April of 2010
500 marketers surveyed
Respondent profile was nearly equal parts B2B marketers (39%), B2C
marketers (31%), and those who are both B2B and B2C marketers (30%).
10/14/2010 4
5. State of Mobile Marketing
When asked if their companies were measuring the use or prevalence of mobile
devices for their email subscribers, nearly two-thirds (63%) of marketers said no
and another 11.5% were not sure.
10/14/2010 5
8. State of Social Marketing
• Social media has been adopted by nearly two-thirds of the United
States population
• Nearly three-quarters (73.7%) of marketers feel that social media is
having a positive impact on their marketing efforts.
• 59.5% of organizations assign less than five hours per week to social-
media-management-related tasks.
This puts social media as one of the least involved marketing programs from
an organizational standpoint.
10/14/2010 8
11. State of Social Marketing
• Nearly two-thirds of marketers responded that they are integrating social
media with their email marketing efforts and 59.1% are integrating ―Share
With Your Network‖ links.
• When respondents who weren’t integrating social media into their email
campaigns were asked why, they cited lack of resources and knowledge (
35.2% and 21.4%, respectively)— the same reasons given for not using
mobile.
• Of those who are implementing social network links and tools into their email
marketing programs, there are four major networks that are part of their
programs with a handful of second-tier networks being represented.
10/14/2010 11
14. Most digital relationships started with a
website, with email marketing bringing
them back.
New devices and technologies have
altered this forever.
This mix still works though…very well.
Protect it.
14
15. What’s the value of an email address?
source:
Email Marketing: An Hour a Day
Authors - Jeanniey Mullen, David Daniels, David Gilmour
Publisher - John Wiley and Sons, 2008
15
19. What Does Email Success
Look Like?
• Delivered Rate • Forwarding
• Open Rate • Sharing
• Click Through • Adding Preferences
• Conversions • Unsubscribe Rate
Other channels presence must support - not distract -
from these email marketing goals.
19
20. Start integrating where you already
have some traction.
Those answers are in your web analytics.
20
23. More Tools Are on the Way
Flowtown & Fliptop – Find out what Social Sites your Subscribers are On
23
24. Benchmarking for Success
A Few Ideas…
Mobile Social Video
Click Through Click Through Plays
Conversions Conversions Conversions
Page Views Sharing Votes/Polling
Time on Site Mentions Sharing
Sharing Fans/Followers/Etc… Comments
New Subscribers
24
26. Integrating Social into Email
Start by allowing and promoting replies
SES Event Promotion
Replying to this email to ask a question would be
much more effective than having a “conversation”
about it on a social site.
Reply-6583@ doesn’t invite that interaction.
26
26
27. Integrating Social into Email
Contextualize Social Sharing Links in Email
OK! Magazine
Newsletter
―Read More‖, first
desired option.
―Share this Story‖ on
Twitter/Facebook is
also a win as a second
option to drive page
views.
Sharing URL’s
provided by Facebook
and Twitter for single
click to converting the
share.
27
28. Integrating Social into Email
Make Sharing a Call-To-Action
Hotels.com Promotional
Email
―Share this deal on
Facebook‖ is presented as
the first option.
Doesn’t compete with ―GO >‖
call-to-action in the bottom
right.
28
29. Integrating Social into Email
Don’t compete with your call to action!
FEI Welcome Email
Competing with your own call-to-actions can
be tricky.
Use dedicated messages early in the lifecycle
instead of creating competition with high
performing messages like the welcome email.
Icons will be clicked on!
29
30. Integrating Social into Email
Take your best shot at conversion first
Levi’s Welcome Email
The first order is the most important thing
here.
Placement in the Footer allows all desired Call-
to-Actions to be seen in order of importance.
Social Icons aren’t overly descriptive but
support the creative direction.
30
30
33. Integrating Mobile into Email
Content Heavy Newsletters Must Be Formatted
2 OPTIONS:
• Add link to web-based
Mobile Version
• Format HTML email
for all devices
33
36. Integrating Mobile into Email
Start by Testing ―View Mobile Version‖
Tip: Add your Web Analytics code to your hosted mobile version to
analyze the impact of the traffic on conversions.
36
37. Integrating Mobile into Email
―Just the Facts Ma’am.‖
Teleflora Mobile Version vs. Teleflora HTML with Images
37
38. Integrating Mobile into Email
Can they Convert on the Mobile Web?
If your emails are driving a lot of traffic from
mobile devices, you are probably ready for a
mobile-friendly website.
38