silverpop user group: email + social = better business outcomes
DESCRIPTION
Silverpop User Group: Email + Social = Better Business Outcomes While social media is growing rapidly as a popular marketing method, email continues to be very relevant for communication. In her presentation, “Digital Chocolate + Electronic Peanut Butter: How Social Media and Email Complement Each Other for Better Marketing Outcomes,” Sara Meaney talks about how social media and email marketing work in tandem making them more powerful than either method would be alone. This presentation, for the Silverpop User Group, discusses the ways companies can optimize their mix of electronic marketing strategies to get the most out of their time and investment. 4 major trends are highlighted - The growth of mobile - Gamification - Location based marketing - The social inbox Plus, 8 key takeaways to put into place immediatelyTRANSCRIPT
HANSON DODGE CREATIVE
HANSONDODGECREATIVE
DIGITAL CHOCOLATE + PEANUT BUTTERBetter Marketing Outcomes with Social Media + Email Together
Sara MeaneyPartner, VP Social Media and Public Relations
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OVERVIEW
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QUICK INTRO
SOCIAL/DIGITAL LANDSCAPE
BEST PRACTICES
IMPLEMENTATION
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SOCIAL/DIGITAL LANDSCAPE
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WHO USES SOCIAL MEDIA?
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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
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WHO USES SOCIAL MEDIA?
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TEXT MESSAGING
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~5 billion Texts sent per day in the U.S.
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LANDSCAPE
• Internet usage, demographics, mobile
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EMAIL DOMINANT CHANNEL
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168 million emails sent per minute in the U.S.
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TRENDS IN EMAIL AND SOCIAL INTEGRATION
• Growth of mobile
• Gamification
• Location-based marketing
• The social in-box
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MOBILE GROWTH OUTPACING ALL PCS
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…EVEN MORE QUICKLY THAN PREDICTED
SMARTPHONES
ALL PCs
0 20 40 60 80 100 120
4Q'094Q'10
Source: International Data Corp. Feb. 2011
87.2%
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MOBILE EMAIL
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Source: Pew Research Center Apr. 2011
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GAMIFICATION
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• Earn rewards
• Incentives for action
• Loyalty beyond the inbox
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LOCATION-BASED MARKETING
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SHIFT IN INTERNET TIME
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THE SOCIAL INBOX
A recent study evaluated 500 million emails…
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30% higher CTR with Facebook and Twitter sharing buttons
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THE SOCIAL INBOX
But wait, there’s more…
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55% higher CTR with at least 3
different sharing options
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THE SOCIAL INBOX
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THE SOCIAL INBOX
The punchline…
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only 11.2%Of those 500 million
emails actually offer 3 or more sharing options.
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THE SOCIAL IN-BOX
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BEST PRACTICES
DESIGN FOR MOBILE
CALL TO ACTION IS KEY
DESIGN FOR USER CONSUMPTION
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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
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EMAIL IN A MOBILE WORLD
1. Design for mobile email consumption• Use MIME Multipart Format
• (send as both HTML and plain text)
• Subject lines 15 or less characters• Use preheader text opportunity: link to mobile-
friendly version
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EMAIL IN A MOBILE WORLD
2. Design for small mobile screens• Use images wisely• Simple, stacked layouts• Code between 480 and 600 pixels
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EMAIL IN A MOBILE WORLD
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
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EMAIL IN A MOBILE WORLD
4. Test on multiple devices• Various operating systems• Various manufacturers• Various models• Test frequently – evolution is constant
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CONVERT TO ACTION: CALL TO ACTION IS KEY
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10,000 tweets analyzedSource: Copyblogger.com
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CALL TO ACTION IS KEY
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CALL TO ACTION IS KEY
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When all else fails, just be pathetic.
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BE SPECIFIC
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• “Learn more about product”
• “Read more”
• “Sign up for news/updates”
• “Share”
• Friend us on Facebook for:• Friend-only prizes and deals• Funny stuff• The inside scoop not found elsewhere
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DESIGN FOR CONSUMPTION
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Source: Nielsen-Norman Group42 participants112 newsletters tested
• Far left column is key
• First 2-3 words
• Images catch attention
• 51 seconds on average
• Only 19% is actually read
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IMPLEMENTATION
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COMPLEMENTARY TOUCHPOINTS
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THEY FEED ONE ANOTHER
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trafficcontent
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NOT EVERYONE DIGS EMAIL CONTACT
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• Sub-segment your lists with those who subscribe to both email and social (where possible)
• Adjust your email campaigns accordingly
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USE EMAIL TO DRIVE SOCIAL
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USE SOCIAL TO DRIVE EMAIL
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KEY TAKEAWAYS TO DO IMMEDIATELY
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• 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
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KEY TAKEAWAYS TO DO IMMEDIATELY
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• 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
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EMAIL AND SOCIAL MEDIA:CONSUME TOGETHER FOR BEST RESULTS
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QUESTIONS?
THANK [email protected]