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INTEGRATING EMAIL & SOCIAL MEDIA FOR REAL RESULTSPresented by Becky Repka for
NonProfit Resource Center Annual Conference
October 6, 2010
TODAY’S AGENDA
The State of Email & Social Media How They Work Together Creating an Integrated Plan for Success Real Examples, Real Results
Presented by Becky Repka, Marketing Consultant, [email protected]
EMAIL & SOCIAL MEDIA The Changing Landscape of Marketing
THE GROWTH OF DIGITAL MEDIA
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)
Presented by Becky Repka, Marketing Consultant, [email protected]
WHERE MARKETERS ARE SPENDING
Social Media
Paid Search/SEO
Presented by Becky Repka, Marketing Consultant, [email protected]
HOW PEOPLE ARE SHARING
Social Media
Presented by Becky Repka, Marketing Consultant, [email protected]
A CLOSER LOOK …At Social Networks, Email Marketing & What to Expect
WHAT IS EMAIL MARKETING?
Email marketing is direct marketing using electronic mail to communicate commercial messages
Share information directly
Highly relevant messages
Results in action
What it is How it is used
Presented by Becky Repka, Marketing Consultant, [email protected]
WHY EMAIL MARKETING? User Base
It’s where the people are 1.4 billion email users worldwide 91% of U.S. online adults use email
Benefits Direct 1:1 communication You know exactly who your subscribers are and what they
like; relevant offers and information Most acceptable by consumers for marketing messages Clear and measureable results High ROI - $43 earned for every $1 invested
Challenges Inbox overload Getting to the inbox (deliverability)
Presented by Becky Repka, Marketing Consultant, [email protected]
TYPES OF EMAIL MARKETING House Email List
Promotion, Announcement
Catalogue, Retail Inventory
Newsletter Partner Emails
Special Promotion, Announcement
Advertisements Ad Banners Sponsored Content
Presented by Becky Repka, Marketing Consultant, [email protected]
EMAIL BEST PRACTICES Subscribers/Lists
Opt-in only Do not purchase lists
Frequency Not too much, or too
little Test
Design Less is more Preview pane Image blocking
Presented by Becky Repka, Marketing Consultant, [email protected]
CAN-SPAM Applies to commercial, promotional messages No misleading subject lines, content Must have one-click unsubscribe Must include physical address
STANDARD METRICS & BENCHMARKS
Measure What it is Benchmark
Delivery % of emails successfully delivered to intended recipients; didn’t bounce
94.7%*
Opens % of emails opened, based on images downloading
22.4%*
Click Rate Clicks received on URLs in the email compared to all delivered
6%*
Complaints % of recipients who mark the “spam” option in their inbox
1 complaint in 1,000 emails per domain
ROI (Revenue – Cost)/Cost $43 for every $1 invested**
*Epsilon Q1 2010 Email Trends & Benchmarks**Direct Marketing AssociationPresented by Becky Repka, Marketing Consultant, [email protected]
WHAT IS SOCIAL MEDIA?
Social media describes media that is based on conversation and interaction between people online
Share broadly Build brand, community Foster conversations Engage audiences & build
relationships
What it is How it is used
Presented by Becky Repka, Marketing Consultant, [email protected]
USING SOCIAL MEDIA
Share, Connect w/in Established Community
Share, Network, Search w/ Extended Community
Professional Connections, Network
Personalize, Brand, Connect Visual Messages/Video, Aid SEO Share Locations, Network,
Connect
Outlet Ideal For…
Presented by Becky Repka, Marketing Consultant, [email protected]
User Base More than 500 million Facebook users 15 million+ active tweeters 50+ million LinkedIn users worldwide
Benefits Enables and encourages broad sharing, communities Real-time communication and conversations Is where most consumers get information about products
and companies Increases web traffic; aids SEO No hard costs and easy to use
Challenges Still maturing, constantly changing Difficult to measure Time investment (can be high)
WHY SOCIAL MEDIA?
Presented by Becky Repka, Marketing Consultant, [email protected]
MEASURING SOCIAL MEDIA SUCCESS
By the numbers Fans Followers Comments Mentions Retweets
By participation Amount Frequency
Using site analytics to Measure traffic Measure visitors Track where coming
from
Standard Metrics
Presented by Becky Repka, Marketing Consultant, [email protected]
SOCIAL MEDIA TOOLSTool Type What it Does
NetVibes Account Mgmt Manages Social Networks
TweetDeck Account Mgmt Manages Social Networks
OneRiot Search Real-Time Social Media
Twitter Search Search Twitter
Blogger/Wordpress Blogging Content, SEO, Brand
TwitPic Photo/Video Sharing Pics via Twitter
TwitVid Photo/Video Sharing Video via Twitter
Foursquare Location Sharing GPS Engagement/Deals
Gowalla Location Sharing GPS Engagement/Deals
RapLeaf Social Demos Who, What, Where, Weight
Facebook Insight Analytics FB Analytics
TweetStats Analytics Twitter AnalyticsPresented by Becky Repka, Marketing Consultant, [email protected]
HOW EMAIL & SOCIAL MEDIA TOGETHEREmail & Social Media Work Best When Integrated
SOCIAL NEEDS EMAIL Every social media site requires email
Presented by Becky Repka, Marketing Consultant, [email protected]
SOCIAL NEEDS 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.
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.
49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users.
Presented by Becky Repka, Marketing Consultant, [email protected]
EMAIL NEEDS SOCIAL MEDIA Social Networks Help
Grow Email Lists Extends Reach of
Messages to New Audiences
Presented by Becky Repka, Marketing Consultant, [email protected]
THE FRAMEWORK IS THE SAME
Subscribe
Users Give Permission To
Receive Updates From
a Company
Engage
Provide Relevant
Content Over Lifetime of
Relationship
Convert
Conversion is the Ultimate Goal and is Measured to
Gauge Success
Presented by Becky Repka, Marketing Consultant, [email protected]
A FEW DIFFERENCES
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
With social media… Your message may not always get delivered Mistakes are public Your audience talks back Peer involvement and reviews can influence
outcome
Presented by Becky Repka, Marketing Consultant, [email protected]
SOCIAL MEDIA + EMAIL MARKETING
Social Media Email Marketing
Presented by Becky Repka, Marketing Consultant, [email protected]
SIMPLE STEPSFor Putting Email & Social Media Together
EMAIL + SOCIAL: START WITH THE BASICS1. Add Share Links to Emails
Enable email subscribers to share via social networks Extends your message to new audiences
2. Collect Email Addresses through Social Networks; Other Digital Outlets
Make sure these new audiences can sign up to receive emails directly from you
3. Align these with strategic plan
Presented by Becky Repka, Marketing Consultant, [email protected]
NOW, LET’S TRY THISCreating a Strategic & Integrated Plan
EMAIL + SOCIAL: CREATE A PLAN
Step 1 Set goals Define audience Decide what success
looks like Step 2
Identify tools/options available
Know what they can and can’t do
Step 3 Develop integrated
strategy Step 4
Put it in motion!
Presented by Becky Repka, Marketing Consultant, [email protected]
EMAIL + SOCIAL: MEASURE SUCCESS
Step 5 What were you hoping to achieve?
Via email… Via social… In total…
Was it a success?
Presented by Becky Repka, Marketing Consultant, [email protected]
MARKETING CHALLENGE FOR A GROCERY CHAIN 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 Relies heavily on mass media
Want to supplement with targeted messages
Want customers to love them, to treat their brand as a friend
Presented by Becky Repka, Marketing Consultant, [email protected]
STEP 1: GOALS, AUDIENCE, METRICS
Goals Retain marketshare (store traffic & frequency) Build customer loyalty
Audience Current and prospective customers Local households
Success Metrics Increased store traffic, shopper frequency Customer sharing, recommendations and feedback
Presented by Becky Repka, Marketing Consultant, [email protected]
STEP 2: OPTIONS & TOOLS
Email Marketing Social Media
Facebook Twitter Blog Flickr YouTube
Email to House List (opted-in emails)
Email to Partner List Advertise in Another
Company’s Email
Presented by Becky Repka, Marketing Consultant, [email protected]
STEP 2: WHAT DOES EMAIL DO?
Newsletters, special promotions, other types of email communications
A company emails on behalf
of a partner to its opted-in list
Ad banners in newsletters, or other content-based ads
Relationship building; loyalty; brand; increase sales; direct call to action
Reach beyond current customer list to increase sales
Reach beyond current customer list to build brand
Presented by Becky Repka, Marketing Consultant, [email protected]
STEP 2: WHAT DOES SOCIAL MEDIA DO?
Blog
Flickr
YouTube
Builds community; extends brand
Builds community; brand; fosters communication; generates leads
Content distribution; builds brand leadership; drives site traffic
Personalizes business, builds community; extends brand
Video sharing, fosters viral
Presented by Becky Repka, Marketing Consultant, [email protected]
STRATEGY & TACTICS Increase store traffic and
shopping frequency Email campaigns to house, partner
lists to drive store traffic Weekly coupons, special offers Daily easy dinner ideas with a coupon Remind recipients to connect via Facebook, Twitter, Blog Collect email addresses via website, social networks, in
store Use Facebook and Twitter to expand reach of email
offers, build existing emails lists
Presented by Becky Repka, Marketing Consultant, [email protected]
STRATEGY & TACTICS
Build customer loyalty through awareness and engagement Use social media to convey personality,
encourage participation and conversation. Post thoughts, opinions, recipes, offers Solicit feedback Share amazing photos to tantalize and personalize the
shopping experience Include advertising in other company’s newsletters
to extend recognition
Presented by Becky Repka, Marketing Consultant, [email protected]
MEASURING SUCCESS
Standard digital success metrics Opens, clicks, fans, shares…
Strategic success Marketshare: Did store traffic, shopper frequency
increase? Brand loyalty: Are customers embracing the
brand? Sharing? Recommending?
Presented by Becky Repka, Marketing Consultant, [email protected]
REAL EXAMPLES, RESULTSCase studies featuring integrated Email & Social Media campaigns
CASE STUDY: GOD TUBE
Challenge: To promote social
Christian video network
Strategy & Tactic: Include social button in
emails Sent email campaigns
with prominent social buttons
Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: GODTUBE
Results 13% of the message clicks were 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.
Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: NATIONAL EXPRESS Challenge:
Extend reach of email offers
Strategy & Tactic: Include social sharing in
emails Sent traditional email
campaigns with social sharing buttons prominently featured
Results: 80,000 additional
impressions, 8% list growth, 33% of people who viewed a shared item clicked through to the offer
Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: DINGO
Challenge: Dingo had 330 Likes on
Facebook, 8,934 Email subscribers
Wanted to grow Facebook “Likes” to 5,000 and add email subscribers
Strategy: Launch its own
“Groupon” Campaign
Dingo uses Constant Contact for email marketing.Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: DINGO Tactics:
Sent an Email Campaign to 8,934 subscribers
Shared the offer on Facebook & Twitter
Had fans sign up for their email list on Facebook
Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: DINGO Tactics:
Dingo kept their fans up to date on their progress
Dingo’s fans shared their campaign through social networks and on blogs
Dingo uses Constant Contact for email marketing.Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: DINGO
At the end of the campaign, Dingo had 6,329 Likes and 14,140 Subscribers
It took them 3 days.
Dingo uses Constant Contact for email marketing.Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: MINT.COM Challenge:
Acquire new customers at little or no cost Less than $1 CPA
Strategy: Identify and email
most engaged users, asking them to refer a friend via social media
Provided an incentive Free iPod, early access
to Mint.com beta featuers
Presented by Becky Repka, Marketing Consultant, [email protected]
CASE STUDY: MINT.COM
Tactics: Sent an email promotion to
40,308 most engaged customers to ask for referrals
Results: 48% of emails opened,
10% invited friends, 5 average invites per person, 1 new user per 2.6 invites
Netted 8,549 new accounts, 44% lift over week prior
Average $.50 CPA
Presented by Becky Repka, Marketing Consultant, [email protected]
QUESTIONS?
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