agent roi group: email + social = better business outcomes

DIGITAL CHOCOLATE + PEANUT BUTTER

© Hanson Dodge Creative, All rights reserved.

HANSON DODGE CREATIVE

HANSONDODGECREATIVE

DIGITAL CHOCOLATE + PEANUT BUTTERBetter Marketing Outcomes with Social Media + Email Together

Sara MeaneyPartner, VP Social Media and Public Relations

Overview

Quick intro

Social / Digital landscape

Best practices

Implementation


Social / Digital landscape


WHO USES SOCIAL MEDIA?


Who uses social media?

• 79% of adult Americans use the internet.

• 47% of of all adults have at least one social media account (doubled since 2008).

- 92% use Facebook.

- 18% use LinkedIn.

- 13% use Twitter.


Pew Internet & American Life Project

Who uses social media?


Pew Internet & American Life Project

Text messaging


~5 billion texts sent per day in the U.S.

Email dominant channel


168 million emails sent per minute in the U.S.

Trends in email and social integration


• Growth of mobile.• Gamification.• Location-based marketing.• The social in-box.

Mobile growth outpacing all PCs


…even more quickly than predicted


SMARTPHONES

ALL PCs

0 20 40 60 80 100 120

4Q'094Q'10

Source: International Data Corp. Feb. 2011

Mobile email


Source: Pew Research Center Apr. 2011

Gamification


• Earn rewards.

• Incentives for action.

• Loyalty beyond the inbox.

Location-based marketing



Shift in Internet time

The social inbox


A recent study evaluated 500 million emails…

30% higher CTR with Facebook and Twitter

sharing buttons.

The social inbox


But wait, there’s more…

55% higher CTR with at least 3

different sharing options.

The social inbox


The social inbox


The punchline…

Only 11.2%of those 500 million emails

actually offer 3 or more sharing options.

The social inbox


Best practices


• Design for mobile.

• Call to action is key.

• Design for user consumption.

• Listen. Pay attention.

It’s a mobile world, afterall


Email in a mobile world


1. Design for mobile email consumption.

2. Design for small screens.

3. Design for touch screens.

4. Test on multiple devices.

Mobile consumption


1. Design for mobile email consumption.

• Use MIME Multipart Format (send as both HTML and plain text).

• Subject lines 15 or fewer characters.

• Use pre-header text opportunity: link to mobile-friendly version.

Small screens


2. Design for small mobile screens.• Use images wisely.• Simple, stacked layouts.• Code between 480 and 600 pixels.

Fat fingers


Touch screens


3. Design for touch screens.• Fat fingers.

- Apple recommends coding all links and buttons to a target area of at least 44 x 44 pixels.

• Use images wisely.

Device agnostic


Device agnostic


4. Test on multiple devices.• Various operating systems.• Various manufacturers.• Various models.• Test frequently – evolution is constant.

Convert to action: Call to action is key


10,000 tweets analyzedSource: Copyblogger.com

Call to action is key


Call to action is key


When all else fails, just be pathetic.

Be specific


• “Learn more about ProductX.”• “Read more about Topic.”• “Sign up for news / updates.”• “Tell your friends”• Like us on Facebook for:

- Friend-only prizes and deals.- Funny stuff.- The inside scoop not found elsewhere.

Design for consumption


• Far left column is key.

• First 2-3 words.

• Images catch attention.

• 51 seconds on average.

• Only 19% is actually read.

Source: Nielsen-Norman Group42 participants112 newsletters tested

Pay attention


Not everyone digs email contact


• Sub-segment your lists with those who subscribe to both email and social (where possible).

• Adjust your email campaigns accordingly.

Implementation


Complementary touch-points


They feed one another


trafficcontent

They feed one another


Use email to drive social


Use social to drive email


Key takeaways to do immediately


• Incorporate social sharing in all emails – 3 or more!

• Enable newsletter signup everywhere – especially on social channels.

• Track all “share to social” links in your emails as part of your CTR analysis.

• Repurpose your content across all channels – but optimize for each channel.

Key takeaways to do immediately


• Design and build for mobile consumption.

• Incorporate gamification concepts into your email /social programs.

• Localize your efforts to drive offline actions.

• Connect the dots across all touchpoints / channels.

Email and social media:Consume together for best results.


QUESTIONS?

THANK YOUSara [email protected]@sarameaneywww.hansondodge.com

agent roi group: email + social = better business outcomes

Technology

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mobile email consumption

social inboxbut

social inbox

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