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Social Butterfly Giving your cross-channel campaigns
wings through social media
Presented by Doug Turpel Associate Director,
Client Services
@DigDoug07
Manisha Shah Director, Client
Services, Offerpop
@mani_shah
The Conversation Prism
Holistic view of the
social media
universe
Categorized and
organized by how
people use each
network
Source: TheConversationPrism.com
What’s the difference
between the core networks?
Make the world open &
connected
Fun & quirky way to share your
life with friends through a series
of pictures
Find out what’s happening,
right now, with the people and
organizations you care about
Connect the world's professionals
to make them more productive &
successful
Share the things that you love
Aims to make sharing on the web
more like sharing in real life
Discover and share great places
with friends
Collect and organize the
things you love
Social Trends
% Online adults Access social media at
least once per month
Social Trends
% Online adults 65+ Access social media at least
once per month
Social Trends
% Online adults Engage in check-in activities
at least once per month
Social Trends
Billion 2012 Facebook visits Making it the top-visited website overall
for the third year in the U.S.
Social Trends
% Adults on social media Have shown support for a product,
service, or company
#1 reason to follow a
company/product is for a discount
Social icons in email
Promoting social networks
96%
43%
27% 35%
43%
21%
43%
21%
0%
20%
40%
60%
80%
100%
In headers orfooters
With banners In stand aloneemails
With "pin it"buttons
With "like"buttons
With "tweetthis" buttons
Withsweepstakes
with social tie-ins
In subject lines
How do you display or promote social media in emails?
Promoting social networks
93% 88%
50%
22%
64%
19%
39%
6%
0%
20%
40%
60%
80%
100%
Facebook Twitter YouTube Google+ Pinterest WordPress/Blogger
/other blog
Instagram None
Which social networks do you display or promote in emails?
Facebook site visits
• Facebook had 8,711,148,821 visits in May
-
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
8,000,000,000
9,000,000,000
10,000,000,000
www.facebook.com
www.facebook.com
Facebook demographics
13.8%
19.6%
19.1% 19.2%
15.6%
12.6%
Age
18 - 24 25 - 34 35 - 4445 - 54 55 - 64 65+
76.6%
11.4%
5.6%
6.5%
Race
White African-AmericanAsian Other
Facebook demographics
8.4%
27.8% 31.3% 32.5%
0%
25%
50%
75%
100%
Less Than HighSchool
High SchoolGraduate
Some College Grad College orMore
Education
9.8% 8.0% 8.7% 8.6% 19.2% 14.9%
30.8%
0%
25%
50%
75%
100%
Less than$20,000
$20,000 -$29,999
$30,000 -$39,999
$40,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000 orMore
Income
Facebook comments Origins shares the
top five favorites, as
voted by their
Facebook fans (plus
a link to like them on
Facebook so new
fans can join in)
comments
Social Email Collection
Facebook Campaigns
Hyatt Postagram
Mixing Direct Mail Postcards with Travel Experience
Social marketing
Facebook Custom Audiences brings email marketing and
Facebook advertising together
Marketers use Facebook as a channel to amplify the
reach of email messages and give their messages
another chance of being seen by their customers
Facebook custom audiences
Instagram demographics
demographics
17.9%
23.5%
23.5%
15.1%
12.3%
7.8%
Age
18 - 24 25 - 34 35 - 44
45 - 54 55 - 64 65+
74.0%
10.5%
6.5%
9.1%
Race
White African-American
Asian Other
Instagram demographics
demographics
6.9%
23.2% 35.4% 34.5%
0%
25%
50%
75%
100%
Less Than HighSchool
High SchoolGraduate
Some College Grad College or More
Education
7.7% 7.1% 9.2% 6.8% 18.6% 14.9%
35.6%
0%
25%
50%
75%
100%
Less than$20,000
$20,000 -$29,999
$30,000 -$39,999
$40,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000 orMore
Income
Instagram Footlocker promotes their Instagram following
with the hashtag #kickstagram
Kohl’s promotes an
Instagram contest,
where fans can share
what they bought at
Kohl’s on Instagram
for a chance to win a
gift card
#Horchow #HolidayTraditions
TJ Maxx #maxxinista
Instagram Video &
Twitter demographics
47.4% 52.6%
Gender
Male Female
14.7%
20.7%
19.8%
19.0%
14.0%
11.8%
Age
18 - 24 25 - 34 35 - 4445 - 54 55 - 64 65+
Twitter demographics
8.7% 7.5% 8.9% 8.1%
18.7% 16.0%
32.2%
0%
25%
50%
75%
100%
Less than$20,000
$20,000 -$29,999
$30,000 -$39,999
$40,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000 orMore
Income
Twitter ads
Comedy Central
Amy Schumer's tweets
pulled into email for her
premiere as she was
live-tweeting it via
Moveable Ink
Comedy Central
She also ran a Twitter
sweeps to increase
followers and engage
viewers
Twitter Tweet #Sale
Prominent Tweet button
Great engagement tactic
@Radioshack Cyber Mon. #24dealsin24
RadioShack Cyber Monday
#24dealsin24
Results
Keys To Success 1.Plan for real-time
2.Listen & adapt
3.Make it easy to participate
RadioShack Cyber Monday
24 online deals, each
lasting only one hour on
the website
Dynamically switch
products in the email
every hour to match the
website deal
Leveraging Movable Ink’s
Web Crop feature
Oreo Blackout
Retweeted or shared
almost 16,000 times
on Twitter
Twitter lead gen Cards
Pinterest demographics
demographics
33.1%
66.9%
Gender
Male Female
14%
22%
21%
19%
14%
10%
Age
18 - 24 25 - 34 35 - 4445 - 54 55 - 64 65+
Pinterest demographics
6.5%
22.5% 33.2% 37.8%
0%
25%
50%
75%
100%
Less Than HighSchool
High SchoolGraduate
Some College Grad College orMore
Education
6.7% 6.2% 8.6% 8.6% 17.5% 15.6%
36.9%
0%
25%
50%
75%
100%
Less than$20,000
$20,000 -$29,999
$30,000 -$39,999
$40,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000 orMore
Income
Pinterest Rich Pins
Allows Pinners to act on products they love
Automatically updates details like prices & availability
Pinterest & Nordstrom
Highlighted
popularity of
products by tagging
store items with the
Pinterest logo
It’s one way of trying
to tell consumers:
This is popular, and
here’s how we can
prove it to you!
Tumblr Overview
More than 128 million people worldwide see Tumblr
blogs every month (54 million U.S.)
125,000 new sign-ups every single day
Tumblr serves 16 billion page views every month
50 million Tumblr blogs, 2 million new blogs every month
Tumblr demographics
16.2%
23.8%
22.9%
17.6%
11.4%
8.2%
Age
18 - 24 25 - 34 35 - 4445 - 54 55 - 64 65+
36.1%
63.9%
Gender
Male Female
Tumblr
Foursquare
Foursquare
Post-purchase social share
Yes, 15%
No, 85%
Do you encourage social sharing at or after checkout (for example pin or tweet your purchase)?
Post-purchase social share
Social newsletters
#EMSsummit
Thank you
Contests Snaps!
– Picture app that allows attendees to take pics with Dana and other Summit
characters
– Prize: $100.00 poker chip
– Tag us and Summit in pictures to win
– Live mobile vote using Archer technology
– Prize: $100 poker chip
– Tag us and hashtag Summit
– Most Insightful Tweet wins
– Prize: $100 poker chip
Social sharing icons
Social Universe Social Bookmarks (StumbleUpon)
Wisdom of Crowds (Reddit)
Comment/Reputation (Disqus)
Q & A (Quora)
Pictures (Flickr)
Livecasting (Livestream)
Virtual Worlds (SecondLife)
Wiki – Music (Last FM)
Social Commerce (Groupon, BV)
Blog Platforms (Tumblr)
Social Curation (Flipboard)
Streams (Twitter)
Events (EventBrite)
Video (Vimeo)
Location (Foursquare)
Business Networking (LinkedIn)
Listening & Targeting (Trendrr)
DIY Custom Social Networks (Ning)
Forums – Nicheworking (Yammer)
Reviews & Ratings (Yelp)
Social Networks (Facebook)
