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A soical media webinar presented by Datran Media, JupiterResearch and Karmaloop.com explaining why it is time to get soical with consumers on social networking sites.
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Get Social with Your Audience: Get Social with Your Audience: Reaching Consumers in the Social Reaching Consumers in the Social
Media InboxMedia Inbox
AA WEBINARWEBINAR
IntroductionsIntroductions
ModeratorModerator
Dave HendricksVP, Market Strategy
PanelistsPanelists
Joshua BaerGM, Emerging Media
David DanielsVice President & Research Director
Greg SelkoeFounder & CEO
What you will learn today…What you will learn today…
• An understanding of the social media market size and landscape• How social networking is impacting email marketing • Who is using social media and why it is an important part of the marketing mix • How you can reach your customers using social media • What the future holds for social media
AgendaAgenda
KARMALOOP.com is in the Social Loop!KARMALOOP.com is in the Social Loop!
The Boston-based clothing retailer has successfully used email and social media to attract and grow a coveted teenage base of fans and buyers.
4%
8%
26%
33%
32%
3%
7%
32%
31%
3%
7%
24%
35%
31%
3%
6%
21%
33%
37%
27%
0% 20% 40% 60% 80% 100%
Other
Work or school
Opt in
Friends and family
Spam
2007 20062005 2004
Mean Percentage of Email Received to Primary Personal Account (user-perceived)
Question: Approximately what percentage of email received in your primary personal email account comes from the following?
Source: JupiterResearch/Ipsos Insight Consumer Survey (09/07), n = 2,454; (6/03), n = 4,046; (5/04), n = 3,688; (6/05), n = 3,994; (9/06), n = 2,147 (e-mail account holders, US only)
Potential Glass Ceiling Looms as Opt-in Email Share StabilizesPotential Glass Ceiling Looms as Opt-in Email Share Stabilizes
20%
25%
18%
36%
24%
23%
16%
37%
27%
25%
17%
31%
28%
24%
15%
33%
0% 20% 40% 60% 80% 100%
1 to 10 messages
11 to 20 messages
21 to 30 messages
31 or moremessages
2004200520062007
Percentage of Email Users
Source: JupiterResearch/Ipsos Insight Consumer Survey (09/07), n = 2,454; (5/04), n = 3,688; (6/05), n = 3,994; (9/06), n = 2,147 (e-mail account holders, US only)
Question: On average, how much email do you receive in your primary personal email account on a daily basis? Please include email from all sources mentioned above. (select one)
Daily Email Volume Stabilizes, Demographic Differences EmergeDaily Email Volume Stabilizes, Demographic Differences Emerge
50%
44%
66%
78%
32%
49%
45%
87%
18%
27%
37%
79%
0% 20% 40% 60% 80% 100%
Social Sites
SMS Text
InstantMessenger
Cell Phone
18-24 years old 25-34 years old Overall
Percentage of Email Users
Question: For personal communications, which of the following have you used in the last year instead of using email? (Select all that apply)
Source: JupiterResearch/Ipsos-Insight Consumer Survey (9/07), n = 2,454 (online users with personal e-mail accounts, US only)
Changes in Communication Patterns Impede Consumer Inbox AttentionChanges in Communication Patterns Impede Consumer Inbox Attention
0% 20% 40% 60% 80% 100%
Accessed email from mobiledevice
Unsubscribed from emailnewsletter
Opted into promotional email
Email spurred 1 or morepurchases
2006 2007
Percentage of active email users 18-24 years old
Question: Which of the following online activities have you done within the last six months? (Select all that apply)
Source: JupiterResearch/Ipsos-Insight Consumer Survey (09/07), n = 2,454; (9/06), n = 1,621 (online users having signed up to receive marketing offers, US only)
Email Still Effective Among Young Users, Usage Patterns Indicate Email Still Effective Among Young Users, Usage Patterns Indicate Future Shift In Channel Preference for 18-24 Year-OldsFuture Shift In Channel Preference for 18-24 Year-Olds
0%
20%
40%
60%
Postedcomments ona mainstream
media Website or portal
Playedtraditionalboard and
card gamesonline
Viewed videoonline
Read throughor posted on
messageboards
Played gamesonline such asaction games,fantasy, etc.
Created orupdated a
personal pageon a social
network
Ages 18 to 24 Ages 25 to 34 Ages 35 to 44Ages 45 to 54 Age 55+
Question: Thinking about your use of the Internet over the last year, which of the following activities did you conduct online monthly or more frequently? (Select all that apply.)
JupiterResearch/Ipsos Insight Individual User Survey (6/07), n = 3,580 (US only)
Percentage of Online Users by Age Group
Younger Audiences Dominate Many Forms of Online EngagementYounger Audiences Dominate Many Forms of Online Engagement
Us
er
Ag
e
Email Usage Over Time
Source: JupiterResearch 2/08
Younger consumers more prone to social
and synchronous communications,
reducing email effectiveness
Work routine and maturing
consumer will continue to drive
email usage
Changes in Usage Patterns 18-24 Year Olds Users Will Changes in Usage Patterns 18-24 Year Olds Users Will Normalize As Segment MaturesNormalize As Segment Matures
Percentage of Consumers Driven By Email to Purchase
Question: During the past 12 months, how many times have you made an online purchase as a result of a promotional email? (Select one.)
Source: JupiterResearch/Ipsos-Insight Consumer Survey (09/07), n = 2,454; (9/06), n = 1,621 (online users having signed up to receive marketing offers, US only)
50%
53%
52%
49%
36%
36%
37%
36%
14%
12%
11%
15%
0% 20% 40% 60% 80% 100%
2006
2007
2006
2007
Zero purchases 1-3 purchases 4 or more
Online Purchases Driven By Email
Offline Purchases Driven By Email
During the past 12 months, how many times have you made a purchase in a physical store as a result of a promotional email? (Select one.)
Despite Clutter and Communication Pattern Changes, Email Remains Despite Clutter and Communication Pattern Changes, Email Remains An Effective Purchase DriverAn Effective Purchase Driver
0%
0%
5%
7%
11%
15%
15%
17%
30%
30%
54%
0% 20% 40% 60% 80% 100%
Number of people posting content
Number of "friends"
Change in search behavior
Engagement metrics
Buzz monitoring service
Number of forwards
Ad hoc buzz monitoring
Brand survey metrics
Impressions
Registrations
Clicks
Percentage of Engagement Marketers
Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 76 (engagement marketers who ran social marketing Campaigns in the past 12 months, US)
Question: What metrics do you primarily rely on to measure the success of your social marketing efforts? (Select up to three)
Advertisers Must Use a Combination of Metrics to Maximize Engagement AnalysisAdvertisers Must Use a Combination of Metrics to Maximize Engagement Analysis
The Early Days of EmailThe Early Days of Email
Separate and incompatible
Can’t send messages between them
Social Networking TodaySocial Networking Today
Separate and incompatible
Can’t send messages between them
IP Address / DomainPostmaster TeamNo guaranteed delivery
ApplicationPlatform TeamNo guaranteed delivery
DeliverabilityDeliverability
EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING
BouncesSpam ComplaintsOpens and ClicksThird PartySpecial Sauce
UsersActive UsersSpecial Sauce
ReputationReputation
EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING
Opt-outTransferrableMarketer controlHTMLViral actively
Opt-inNot transferableUser controlFBMLViral passively
DifferencesDifferences
EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING
Deliverability.com (new and improved!)All Facebook Blog
http://www.allfacebook.com/ Inside Facebook Blog
http://www.insidefacebook.com/ Email Insight, Facts & Stats
http://www.outperformance-marketing.com
ResourcesResources
David Hendricks, [email protected] Baer, [email protected] Daniels, [email protected]
THANK YOU!THANK YOU!
QUESTIONS?QUESTIONS?
Find Datran Media on Facebook to learn about future webinars and events that are designed to help marketers outperform all of their online marketing goals. Just search Datran Media and “become a fan.”