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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
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.”
Let’s consider the implications
• You define your brand and influence it.
• You help shape it.
• But, you do not control it.
Let’s consider ALL the implications
• You have 24/7 market insight.
• More (and less costly)methods of engaging.
• Tens of thousands of people who can and will carry your message forward.
The power of social media
• In 2008, 33% of online users were monthly users of social networks1
• Social network users are, on average, connected to between 150 and 200 friends3
• 40% of email participants use social sites to gather product information and recommendations4
1. “Social Media Consumption” – Jupiter Research, September 23, 20082. “Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April
2007 3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison,
Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication
4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008
• 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
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’
Email Subject line becomes
“Title” and “Mailing Notes”
become the description
teaser-text to be displayed.
Email recipients can add their own comments or endorsement
sUsers can select a
thumbnail from some
of the images in
email, or opt to not
include a picture
Recipient taken to social site
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
Make your messages Shareworthy
• Build trust and engage with your customers.
• Know what motivates your customers.
• Create and state value.
• Make sharing options visible and easy.
• Reward and incent sharing.
What B2B emails are Shareworthy?
Relevant Articles
News / Press Releases
Event /Webinar Notifications
What’s not Shareworthy?
× Long newsletters
× Highly Personalised Emails× Transactional
Emails
× Negative News
89%increase in sharing activity
Branding in subject line
58%increase in VIEWS of shared
content
293%increase in CLICK THROUGHS
on shared content
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
Resources
• Whitepaper, Email Marketing Goes Social
• Emails Gone Viral, Social Sharing Benchmark Study