Email & Social mEdia:The Untold Story
1Email & Social mEdia: The UnTold STory
This ominous passage appeared in The Wall Street Journal on October
12, 2009. The article entitled “Why Email No Longer Rules...” is the most
notorious prophecy of email’s imminent demise.
However, The Journal was not the first, nor the last, to take up this
position. A Google search for “email is dead” returns more than two-
million results. Yet, years later, email continues to flourish and has
retained its place as the top online activity in America. Which begs the
question, why does the media think email is destined to fall at the feet of
social media?
email has had a good run as king of communicators. But its reign is over.
“-The Wall Street Journal
2Email & Social mEdia: The UnTold STory
In part, the online buzz machine continues to pit these massive
communication tools against one another to drive readership. Others
interpret the mound of available research and conclude the findings
points to email’s looming extinction. But, the truth is email and social
media are not at war. They are simply different mediums, each with
unique strengths and weaknesses. And like all marketing mediums, they
have proven more powerful when used together.
ConTenTSConTinUed relevanCe of email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Behind The SoCial media nUmBerS . . . . . . . . . . . . . . . . . . . . . . . . 6
email & SoCial ToGeTher . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3Email & Social mEdia: The UnTold STory
ConTinUed relevanCe of email
The glitz and glamour may have faded from the inbox, but email
remains the dominant form of online communication. Social media touts
massive growth numbers on networks like Facebook (750 million users)
and Twitter (200 million users). Yet, those figures pale in comparison to
email’s 2.9 billion accounts. Ninety-four percent of the 200+ million U.S.
internet users send and receive email, 87% daily.[1]
Last year, this 40-year-old technology outpaced social networks in terms
of growth. Adding 480 million accounts, to Facebook’s 250 million and
Twitter’s 100 million. Even content sharing, the most social of online
activities, is dominated by email. Used to share information by 82% of
internet users, versus Facebook’s 49% and Twitter’s 4%.[2]
social media users are actually more likely to be heavy email users“
-Merkle, ‘View from the Social Inbox’
4Email & Social mEdia: The UnTold STory
An unexpected boon to email’s continued success is the mobile web.
Of the 120+ million smartphone users in the U.S., some 78% access
email via their device, 63% daily.[3] Accounting for a 41.6% timeshare.
Social networking comes in a distant second, with a 10.5% timeshare. [4]
Already, an estimated 20% of retail email was viewed on a mobile device
last year. Impressive numbers in a market expected to double by 2016.
People preferpromotionalemails than
social interaction
Preferred methodof communication
respondents(U.S.)
Promotinal emails
Postal mail
64%25%
Comapny’s website
TV 21%11%Don’t want communications
Social media websites 10%8%Mobile phone text messages
Radio
5%3%
Other
2%
%
WITH A COMPANY
WHEN ITCOMES TOCOMMUNICATION
[ ]
People preferpromotionalemails than
social interaction
Preferred methodof communication
respondents(U.S.)
Promotional emails
Postal mail
64%25%
Comapny’s website
TV 21%11%Don’t want communications
Social media websites 10%8%Mobile phone text messages
Radio
5%3%
Other
2%
%
WITH A COMPANY
WHEN ITCOMES TOCOMMUNICATION
[ ]
5Email & Social mEdia: The UnTold STory
Ironically, studies have shown that social media users are actually more
likely to be heavy email users than the average online American. Forty-
two percent check their inbox 4 or more times daily, compared to just
27% of those who do not use the top social networking sites.[5]
For marketers, email continues to be the manner in which online
consumers prefer to communicate with businesses. Ninety-three percent
have opted-in to receive messages from a brand.[6] Sixty-four percent
prefer to receive promotions via email above any other channel, eight-
times that of social media.[7] In fact, 75% of daily social media users said
that email is the best way for companies to communicate with them.
And 49% of Twitter users said they made an online purchase because
of an email, compared to 33% of all email users. Most importantly,
email continues to drives an unmatched return on investment. The
Direct Marketing Association estimates that every dollar spent on email
marketing drives $42 in revenue.
6Email & Social mEdia: The UnTold STory
Behind The SoCial media nUmBerS
ConSuMerS:
Email may have the upper hand when it comes to communicating with
customers, but social media is not to be ignored. By the end of this year
63.7% of Americans will be using social networks on a regular basis.
Already, social media consumes the largest share of online time, at
22.7%[8]. Yet, to truly succeed on these networks, it’s necessary to look
beyond the flashy stats that are currently grabbing headlines.
Today, there are over 400 sites that fit the social media description. But
to understand the story behind the numbers, this section needs go no
further than the category leader, Facebook.
650million users
900million pages, events & groups
85%of all social media activity
770billion page views per month
Facebook's growth, in just a few years, is nothing short of staggering
30pieces of shared content
BIL
LIO
N
60% 39% 20%
Facebook's users age groups
UNDER 30YEARS OLD 30-49
YEARS OLD50-64YEARS OLD
Female presence is stronger than counterparts by10%
7Email & Social mEdia: The UnTold STory
Facebook’s growth, in just a few years, is nothing short of staggering. The
network recently topped 750 million registered users. There are over 900
million pages, groups, and events. More than 30 billion pieces of content
are shared each and every day, generating 770 billion page views per
month. It currently accounts for 90% of all social media activity[9], and
25% of all pageviews in the United States.[10]
The usage metrics are equally impressive. Fifty percent of Facebook’s
population visits the network on a daily basis. An average user will
visit the network 40 times per month and spend over 15 hours on-site.
Even the demographics appear favorable for marketers. The 18 to 34 set
makes up just over 50% of users, with the coveted 35 to 54 market close
to 30%. In addition, women have a 10% stronger presence than their
male counterparts.[8]
650million users
900million pages, events & groups
85%of all social media activity
770billion page views per month
Facebook's growth, in just a few years, is nothing short of staggering
30pieces of shared content
BIL
LIO
N
60% 39% 20%
Facebook's users age groups
UNDER 30YEARS OLD 30-49
YEARS OLD50-64YEARS OLD
Female presence is stronger than counterparts by10%
8Email & Social mEdia: The UnTold STory
While totals and average metrics are valuable, it is important to
understand addressable market and user activity. The factors that
ultimately drive social media performance for restaurants. Of that 750
million users, fewer than 25% reside in the U.S. Further, American users
are not equally distributed. The top 10 U.S. states represent nearly 55%
of the country’s total Facebook population. California, Texas and New
York all have over 10 million members on the high end, while another
15 states have below one million users on the low end. These population
segments are further concentrated around major metropolitans.[11]
The demographic and usage figures are also a bit cloudy. It is true that
the average age of a Facebook user is in the mid thirties. Yet, in the U.S.
that number is closer to 25. Overall network usage is further skewed
toward the younger cohort. For 60% of online users under 30, a typical
day includes social media. Compared to 39% for those 30-49 and 20% for
those 50-64. Users under 29 are more apt to access the site via mobile
device, share more content and have more friends.
Facebook Profile Activity By Age
Friends
Teens
20’s
30’s 40’s 50’s
Wall Posts
Teens
20’s
30’s40’s
50’s
9Email & Social mEdia: The UnTold STory
Not to mention that Pareto’s Principle is alive and well on Facebook.
Eighty-seven percent of daily activity is generated by just 27% of the
user base. (A metric even more skewed on Twitter, with 50% of tweets
reported to be generated by just .05% of the members. Which translates
to 70 million daily tweets from a pool of only 20,000 users[12]). Gender
too plays a role in activity. Though both average 130 friends, women
receive 55% more wall posts than their male counterparts. And of those
130 friends, both genders communicate with just 4-7 connections on a
regular basis.
facebook twitter
87% 50%
activity is generated by 27% of the user base
activity is generated by0.5% of members
55% 70MILLION
of women receive more wall posts than males
daily tweets from a pool of 20,000
5%People comminicate with 4-7 friends oon facebook daily.130 friends is average for men and women
10Email & Social mEdia: The UnTold STory
BuSIneSS uSerS:
On the business side, brands are struggling to master the Facebook page.
While 64% of those on Facebook have “liked” a brand,[13] the average
“like” count per page is below 700. Even a mega brand like McDonalds is
having difficulty tapping its consumer base. Its current “likes” comprise
less than 1% of its estimated customers (just .0046% following on
Twitter). In fact, only seven restaurant brands have more than 1 million
connections on Facebook. [14] In contrast, within Fishbowl’s client roster
alone, ten brands have guest email databases exceeding that mark.
Facebook pages in general are a work in progress. The average user
follows 9 pages. Yet, of those that “like” a page, 96% never return. Just
one in every two hundred page comments come from the page itself.
who
“lik
e” a
pag
e do
n’t r
etur
n to
it
fans
don
’t se
e st
atus
upd
ates
Facebook pages in general are a work in progress. The average user follows 9 pages. Yet, of those that "like" a page, 96% never return. Just one in every two hundred page comments come from the page itself. The other 199 come from fans' interactions in the newsfeed. Further complicating matters, the average Facebook page ranks quite low in the newsfeed algorithm. Which translates to between 50% and 70% of a brand's fans not regularly seeing status updates. Another 38% of users that "like" a brand's page, manually hide ongoing page updates. [15]
96%
50%
38%
The averageFacebook user follows 9 pages
“like
” pag
es h
ide
ongo
ing
upda
tes
fans
who
“lik
e” a
pag
e ne
ver r
etur
n
11Email & Social mEdia: The UnTold STory
The other 199 come from fans’ interactions in the newsfeed. Further
complicating matters, the average Facebook page ranks quite low in
the newsfeed algorithm. Which translates to 84% of a brand’s fans not
regularly seeing status updates. Another 38% of users that “like” a
brand’s page, manually hide ongoing page updates.[9]
A few key dynamics may be at the root of these page challenges. For
96% of users, Facebook is still considered a private place reserved for
personal interactions. Of those that do interact with brands, some 77%
are first looking for incentives. Which helps to explain why 75% of fans
have been driven to follow a brand by advertising, versus fewer than
50% that have sought out a business page.[15] Further, those incentives
are not necessarily driving new sales, as 84% of page “Likes” come from
a brand’s existing customers.
Despite the slow start, the future of business pages on Facebook still
appears bright. Fifty-one percent of Facebook fans say they are more
likely to purchase products from brands they “Like.” Another 60% are
more likely to recommend the brand to others. Forty-two percent have
“liked” a brand for the sole purpose of showing their brand support
to other members. Not to mention, a negative stigma is beginning to
develop towards companies that are not social media savvy.
12Email & Social mEdia: The UnTold STory
email & SoCial ToGeTherMarketing departments across the restaurant industry are having the
same board room debate. “Should we invest more money in email or shift
to social media?” The smart ones will split the pot. The two technologies
have a great deal in common, so it’s quite easy to understand why they
are butting heads in the budget. But, it is their differences that make
them such strong partners. When used in concert, email and social
media create a powerful customer experience, beyond that which either
can produce on its own.
BeTTer GueST ACQuISTIon:
Email is the undisputed leader when it comes to communicating with
existing guest. Its efficiency is unmatched, returning over $40 for each
dollar spent. Yet, email is not without its limitations. The channel does
not offer an effective means for identifying and acquiring new guests.
email & social media create a powerful customer experience“
-Scott Shaw, Ceo Fishbowl
13Email & Social mEdia: The UnTold STory
The nearly one billion social network users, on the other hand, offer
a target-rich environment for discovering and capturing prospective
customers. Sites like Facebook provide the functionality to target users
by proximity, demographics and even interests. They also supply the
technology to develop sign-up forms, offer special incentives and manage
exclusive events. Couple these traits with social media’s inherently viral
nature, and the result is a powerful prospect engine for restaurants.
DeePer CuSToMer reLATIonSHIPS
Effective online marketing hinges on relevance. Relevance requires a
deep understanding of more than just guest demographics. Preferences,
opinions and behaviors are much more valuable data points. Using
email and social media in tandem can provide a complete picture of
database members.
Simply extending the number of communication channels can help to
improve marketing performance. In a connected society, where close
to 75% now multi-task while watching TV[3], it is a challenge to create
marketing that breaks through. Consumers do not neatly differentiate
between email and social media like your marketing plan does. They
jump back and forth effortlessly, across multiple devices, using the
solutions interchangeably. The ability to strategically message across
multiple opt-in channels, like email, Facebook and Twitter, improves
the chances of achieving that relevance.
14Email & Social mEdia: The UnTold STory
More PoWerFuL CAMPAIGnS
For those ready to purchase, an email is all it takes to close a sale. Which
explains why most email marketing is transactional, chock full of coupons
and other high-value promotions. But what about those customers that
need some convincing? How do you launch a new menu item, promote
special events or simply achieve top-of-mind through the inbox?
Traditionally, the answer has been pay an agency to develop a complex
landing page. However, social media now fills many of the gaps in
email’s functionality. Show off hi-res food shots, stream video and audio
content, manage events, and even “gamify” promotions. Unlike expensive
landing pages, social media achieves all of this in an environment that
is inherently viral.
CoMPLeTe AuDIenCe oWnerSHIP
Social media is a tool. Email, on the other hand, is an asset. In the swelling
sea of social networks, multiplying devices and evermore fragmented
audiences, a restaurant’s guest database is an increasingly valuable
commodity. It enables a wholly-owned, private advertising network,
comprised of the most responsive and valuable customers.
Facebook is the 800-pound social gorilla. But no matter the number of
fans, a Facebook page is still governed by Mark Zuckerberg and his crew.
A restaurant’s following is always just a policy change away from being
rendered useless. Plus, history shows that internet leaders can come and
go without warning (just ask MySpace). In the end, driving followers to
an email database actually safeguards social investments.
how we help yoUr reSTaUranT:Fishbowl has helped our restaurant clients opt in nearly 80 million
guests. Our technology, managed services, and creative resources
currently serve 250 chains and 40,000 restaurant locations.
FISHBoWL enTerPrISe eMAIL
Fishbowl Enterprise Email includes features that are tightly integrated
with today’s most popular social networks. Social Sharing Buttons make
it easy for guests to share your restaurant’s offers and promotions across
Facebook and Twitter. Our Social Follow buttons help to establish your
restaurant’s social media presence, extending your guest relationships.
These features integrate with Fishbowl’s exclusive Local Store Marketing
solution, dynamically inserting the social information from each
customer’s preferred location into email messages.
FISHBoWL GueST ACQuISITIon
Fishbowl Guest Acquisition uses online advertising channels to seek out
and capture prospects, specifically targeted for your restaurant. Across
social networks, we target by demographic traits, behaviors and even
relationships. Reach the friends and family of your existing customers
and target your competitors’ social connections. Best of all, the service
is entirely pay-for-performance. You pay nothing for impressions, just a
low, fixed fee for each email address added to your database.
For more information...
visit Fishbowl.com or call 800.836.2818
referenCeS[1] (http://www.brafton.com/news/mobile-and-social-users-ready-made-email-marketing-
recipients-800432805)
[2] http://blog.cmbinfo.com/email-and-facebook-dominate-social-sharing/
[3] (http://www.brafton.com/news/mobile-and-social-users-ready-made-email-marketing- recipients-800432805 )(http://digitaldaily.allthingsd.com/20110121/upwardly-mobile-e-mail-usage/),
[4] (Chart: Nielsen Co. - U.S. Mobile Internet Time by Category)
[5]- Merkle, ‘View from the Social Inbox’ http://www.kikabink.com/news/social-media-users-love-their- email-too/
[6] http://blog.deliverability.com/2011/03/what-binds-email-facebook-and-twitter-users-all-of-them- hate-spam.html
[7] http://www.foreseeresults.com/news-events/press-releases/social-media-do-results-justify- investment-u.s.-2011-foresee.shtml
8] http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/
http://facebookflow.com/amazing-facebook-statistics/
[9] http://www.socialtechnologyreview.com/articles/50-facebook-stats-every-marketer-should-know
[10] http://www.onlinemarketing-trends.com/2011/03/facebook-accounts-for-25-internet.html
[11] http://5.mshcdn.com/wp-content/uploads/2010/12/fb-relationships-full.jpg
http://www.socialbakers.com/united-states-facebook-statistics/
[12] http://www.huffingtonpost.com/2011/03/28/twitter-study-statistics_n_841666.html
[13] Hubspot Inbound Marketing Presentation
[14] http://spaceagencynotes.blogspot.com/2010/09/why-social-media-is-not-in-c-suite-of.html
http://www.socialbakers.com/facebook-pages/brands/tag/retail_food/?interval=last-2-weeks#chart- intervals
[15] http://www.slideshare.net/lautierc/ddb-opinionway-facebookenglishshortversion