Richard Evans: Social Media Integration into eMail Marketing
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Richard Evans: Social Media Integration into eMail Marketing
- 1. Social Media Integration into Email Marketing Richard Evans, Silverpop OfficeArrow, LLC. 2009.
- 2. Let’s talk social sharing in email... Marketing shifts How email intersects with social Case example 54 million recipients tell us what works Hints and tricks to get you started
- 3. Marketing has forever changed
- 4. The old way of speaking to customers has shifted...
- 5. From Push... Direct Mail, Bulk Email, Radio, TV,...
- 6. ...to Pull... Search, PPC, Blogs
- 7. ...to Engagement and Sharing Social, Conversations, Participation, Feedback,UGC
- 8. Your brand used to be defined here...
- 9. ...Now it’s defined here. By your market... Not just your marketing!
- 10. The exploding ‘Groundswell’ “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.”
- 12. You help shape it.
- 14. More (and less costly)methods of engaging.
- 16. So is email marketing dead?
- 17. 92% of adult Internet users send or read email — far more than regularly visit any social network* According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI** Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel** *Pew American Life & Internet Study **AberdeenGroup Email is alive and well
- 18. Integrating Email with Social
- 19. The efficacy of a normal email campaign
- 20. Social networks expand virally
- 21. Social email is the new viral
- 22. Extend your reach Brand exposure Impressions Acquisition List growth
- 23. Generate buzz Viral buzz Word of mouth Brand awareness
- 24. Identify your influencers Loyal enthusiasts Brand evangelists Your connection to a wider market
- 25. Case Study National Express East Coast Trains
- 26. National Express East Coast Trains Company Overview National Express ECT are a UK National Train Operating Company Have a well established email communications program which includes targeted content for newsletters and special offers Challenge Wanted a cost effective and efficient way to get their offers, already well received, into the wider community Solution Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’
- 27. National Express + Share to Social
- 28. Email recipients can add their own comments or endorsements Email Subject line becomes “Title” and “Mailing Notes” become the description teaser-text to be displayed. Users can select a thumbnail from some of the images in email, or opt to not include a picture Recipient taken to social site
- 29. Results 800 recipients shared the email offer 80,000 additional impressions 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails
- 30. Making it work for you Hints and Tips
- 32. Know what motivates your customers.
- 33. Create and state value.
- 34. Make sharing options visible and easy.
- 39. Long newsletters
- 41. Offer in subject line 24%increase in sharing activity 6%increase in views of shared content
- 42. Branding in subject line 89%increase in sharing activity 58%increase in VIEWS of shared content 293%increase in CLICK THROUGHS on shared content
- 43. Business-to-Business 57%higher rate of sharing compared to B2C
- 44. Most popular… 100% Included in every mailing
- 45. Most popular… 68%Social Network Effectiveness
- 47. Lifespan of viral email 7 dayson average
- 48. Putting it to use
- 49. Add the links to your messages
- 50. Know what networks work for you
- 51. Optimize for those networks
- 52. Optimize for those networks
- 53. Getting started with social email Focus on ‘Shareworthiness’ Make it easy to share Monitor social ‘buzz’ (and engage) Identify and reward your influencers Test everything and don’t be afraid to fail
- 54. Resources Whitepaper, Email Marketing Goes Social Emails Gone Viral, Social Sharing Benchmark Study
- 55. <Insert Dialogue Here>On Twitter: @Silverpopwww.slideshare.com/silverpopwww.silverpop.com
Hinweis der Redaktion
- Opening slide style.
- Engagement Marketing is not interruptive, but two-day dialogs.
- Engagement Marketing is not interruptive, but two-day dialogs.It’s been happening. For a long time. But until recently your participation was optional. Today – it isn’t.
- Groundswell, winning in a world transformed by Social technologiesBy two Forrester Analysts, Charlene Li, Josh Bernoff
- You must listen more than you talkYou must respond when spoken toYour every action and impact has immediate and widespread resultsIf you don’t engage it doesn’t change a thing. The dialgue continues w/o you. You don’t want that
- The good implications too
- The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
- Viral marketing with share to social
- Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)
- B2B Marketing emailB2B email marketing and social