nrc social + email presentation 2010
TRANSCRIPT
Email Marketing + Social Media = Results
AMASVJune 9, 2010
Today’s Agenda
l Today’s Marketing Landscape
l Email Marketing + Social Media
l Using New Strategies and Measuring Results
l Some Case Studies
l Questions
LANDSCAPE
Today’s Marketing
Marketing Tactics
Print Advertising
Direct Mail
Billboards
Events
Printed Collateral
Websites
Search
Mobile
Radio
Telemarketing
TV
The Growth of Digital Media
l Usage is exponentially increasing
l Constantly evolving
Years it took to reach market audience of 50 million:
38 years (Radio)
13 years (TV) 4 years (Internet) 3 years (iPod)
2 years (Facebook)
The Digital Media Landscape
l It’s reflected in changing marketing budgets
Social Media
Paid Search/SEO
The Digital Media Landscape
l In terms of internet marketing, two categories currently reign:
Social Media
What This Means for Marketers
EMAIL + SOCIAL MEDIA
The Power Of
What is Email Marketing?
l What it is
Email marketing is direct marketing using electronic mail to communicate commercial messages
l How it is used
Share information directly
Highly relevant messages
Results in action
Why Email Marketing?
l User Base
It’s where the people are
1.4 billion email users worldwide
91% of U.S. online adults use email
l Benefits
Most acceptable by consumers for marketing messages
You know exactly who your subscribers are and what they like
Direct 1:1 communication; relevant offers and information
Clear and measureable results
High ROI - $43 earned for every $1 invested
l Challenges
Inbox overload
Getting to the inbox (deliverability)
What is Social Media?
l What it is
Social media describes media that is based on conversation and interaction between people online
l How it is used
Share information broadly
Foster conversations; engage audiences
Builds brand
l User Base
It’s where people are interacting
Why Social Media?
Almost 500 million users(Facebook recently topped Google in directing web traffic)
15 million active tweeters
50+ million users worldwide
l Benefits
Real-time communication
Enables and encourages broad sharing
Is where most consumers get information about products and companies
Increases web traffic; aids SEO
No hard costs and easy to use
l Challenges
Still maturing, constantly changing
Difficult to measure
Time investment (can be high)
Why Social Media?
Every social media site requires email
People who use social media check their email more frequently than those that do not: 42% of social media users check their email four times a day or more, compared to just 27% of those that don’t use social media. (Merkle, “View from the Social Inbox 2010,” February 2010)
75% of daily social media users said that email is the best way for companies to communicate with them, compared to 65% of all email users. (MarketingSherpa)
49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users. (MarketingSherpa)
Social Needs Email
Social Needs Email
Email is the “Digital Glue” of the Social Web
Email Needs Social Media
Email Needs Social Media
l Because email has limitations:
Two-way communication minimal
Perceived as promotional; limited peer involvement
Deliverability can be a challenge
Constrained to opted-in lists
Rapid growth of social media
Email Marketing + Social Media
NEW STRATEGIES
Conquering Old Challenges With
Email + Social: Lay the Foundation
l #1 Add Share Links to Emails
Enable email subscribers to share via social networks
Extends your message to new audiences
l #2 Collect Email Addresses through Social Networks; Other Digital Outlets
Make sure these new audiences can sign up to receive emails directly from you
Email Marketing Social Media
#1 Add Share Links
#2 Collect Emails via Social Networks
#2 Collect Emails via Blogs
#2 And Don’t Forget Your Website…
#2 Or Other Online Campaigns
Email + Social: Create & Implement Plan
l Step 1
Set goals
Define audience
Decide what success is
l Step 2
Identify tools/options available
Know what they can and can’t do
l Step 3
Develop integrated strategy
l Step 4
Put it in motion!
Email + Social: Measure Success
l Step 5
What were you hoping to achieve?
• Via email…
• Via social…
• In total…
Was it a success?
LET’S TRY THIS
Integrating Email & Social
Marketing Challenge for a Grocery Chain
l A local grocer wants to retain its leading market position
Has great brand awareness and community image
Competition from other brands with lower prices
Consumers perceive other outlets may be higher quality
l Relies heavily on mass media
Want to supplement with targeted messages
Want customers to love them, to treat their brand as a friend
Goals, Audience, Metrics
l Goals
Retain marketshare
Build customer loyalty
l Audience
Current and prospective customers
Sacramento area households
l Success Metrics
Increased store traffic, shopper frequency
Customer sharing, recommendations and feedback
Options & Tools
Email Marketing Social Media
l Facebook
l Twitter
l Blog
l Flickr
l YouTube
l Email to House List (opted-in emails)
l Email to Partner List
l Advertise in Another Company’s Email
Email Marketing Options
l Newsletters, special promotions, other types of email communications
l A company emails on behalf of a partner to its own opted-in list
l Ad banners in newsletters, or other content-based ads
l Relationship building; loyalty;brand; increase sales; direct call to action
l Reach beyond current customer list to increase sales
l Reach beyond current customer list to build brand
Social Media Options
l Facebook
l Twitter
l Blog
l Flickr
l YouTube
l Builds community; extends brand
l Builds community; brand; fosters communication; generates leads
l Content distribution; builds brand leadership; drives site traffic
l Personalizes business, builds community; extends brand
l Video sharing, fosters viral
Strategy Action
l Marketshare: Direct action, store traffic
Emails to house, partner lists to drive store traffic
• Weekly coupons, special offers to opted-in customers
• Daily easy dinner ideas plus coupon
• Emails remind recipients to “Like” on FB, follow on Twitter, comment on blog
• Collects email addresses via website, social networks, in store
Use Facebook and Twitter to expand reach of email offers, build existing emails lists
Strategy Action
l Build Customer Loyalty: Awareness, Engagement
Uses social media to convey personality, encourage participation and conversation.
• Posts/shares thoughts, opinions, recipes and offers and solicits feedback
• Shares photos of amazing dinners and produce to personalize the shopping experience
Includes advertising in other company’s newsletters to extend recognition
• Invites users to participate via social networks; sign up for emails
Measuring Success
Email Marketing
l Standard Metrics
Delivery (87% – 95%)
Opens ( 15% – 22%)
Clicks (3% - 6%)
Complaints (1 in 1,000)
Conversions
ROI ($43 for every $1)
l Strategic Success
Did store traffic, shopper frequency increase?
Social Media
l Standard Metrics
Number of fans, followers, comments, mentions, retweets
Amount and frequency of social media participation
Site analytics to measure traffic, visitors, where coming from
l Strategic Success
Are customers embracing the brand? Sharing? Making recommendations?
REAL RESULTS
Other Examples Of
Integration Gets Results
Case Study – GodTube
l Challenge: To promote the Christian video social network
l Tactic: Tested an email social-sharing feature
Integration Gets Results
Case Study – GodTube
l Results:
13% of the message clickswere on the social share buttons.
611 posted on their social-network pages, exposing it to an estimated additional 60,000+ people.
Generated an additional 1,250 “new” opens, 2.5 times GodTube's typical viral reach from the “forward to a friend” function.
Integration Gets Results
Case Study – Mint.com (online
personal finance management)l Challenge: To acquire new users at
little to no cost
l Tactic: Email engaged users, asking
them to recommend Mint.com to friends via social media (offered incentives – free iPod, early access to new Mint.com features)
l Results: 48% of emails opened, 10% invited friends, 5 average invites per person, 1 new user per 2.6 invites – one mailing drove a 44% lift in new users vs. the prior week
Integration Gets Results
Case Study – Turner Sports, PGATOUR.coml Challenge: To drive fans to watch live streaming coverage of the
PGA TOUR
l Tactic: Emailed two versions of invite – one with embedded video, one with static photo and link to video on PGATOUR.com
l Results: Live streaming
video produced a 13%
higher click-through rate
in driving users to
PGATOUR.com
Integration Gets Results
Case Study – CSN Stores (online shopping)l Challenge: To increase online retail rewards program
membership
l Tactic: Emailed engaged rewards members to invite friends (via social media channels) to join – discount incentives offered to both current and new members
l Results: Generated click-through rates 4x higher than just adding a sharing
link, 1 new member per
every 1.8 invited, 10% of
new members went on to
purchase items
Integration Gets Results
Case Study – National Expressl Challenge: To get its email offers,
already well received, into a wider community
l Tactic: Integrated email communications with social networks
l Results: 80,000 additional impressions, 8% list growth, 33% of people who viewed a shared item clicked through to the offer
QUESTIONS?
Are There Any
About StreamSend Email Marketing
l Provider of affordable, easy-to-use web-based email marketing software
l Based in Sacramento
l Local clients include:
Metro Chamber, Paragary’s, ThunderValley, Sacramento Magazine, L Wine Lounge, Yogurtagogo, Zocalo’s, 3Fold Communications, LEED…
Stay in touch!
StreamSend Email Marketing
l www.streamsend.com
l Phone: 877.439.4678
blog.streamsend@streamsendstreamsend