epsilon's making social media relevant to email webinar

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Making social media relevant to email15th April 2010

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Page 2All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Today’s presenter:Hayden Saunders

Technical Consultant

Specialises in new media consultancy, project management & software

implementation

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Page 3All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

During this session we intend to:

define the social media marketing landscape understand social media’s relationship with email practically demonstrate changes that can be made to your email strategy

today to take advantage of the opportunity review how ROI from email driven social media solutions can be

measured

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Page 4All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

The social media marketing landscape

The rise of social media

New forum for public, real-time communication

Amplifies and broadcasts consumer voice

Connects disparate communities

or

Become paralysed by the complexity and

apparent loss of control

Embrace the shifting marketplace and start participating in new ways to engage with

consumers and influence behaviour

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Page 5All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Growth of social media sites

Source: Compete.com March 2010

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Page 6All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

0

10

20

30

40

50

60

70

80

Mill

ion

s of H

ou

rsTime spent: Google vs. Facebook

GoogleFacebook

Source: Alexa.com & Compete.com (March 2010)

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Page 7All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Search Spend vs. Social Media Spend in the UK

£0

£500

£1,000

£1,500

£2,000

£2,500

£3,000

£3,500

Search Social2008 2009

£115

£2,750

£3,086

£175

Source: Econsultancy.com & eMarketer.com

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Page 8All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Don’t Know Enough about it (37%)

Difficult to Measure (37%)

No Budget (26%)

No Resources/Time (25%)

Not Proven or Tested (19%)

Legal Constraints / Corporate Policy (15%)

Social Media is not good use of employee time (7%)

(taken from Equation Research: 2009 Marketing Industry Trends Report)

Why Companies avoid social media adoption

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Page 9All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

How is social media currently being used?Increased brand awareness was seen as major benefit of social media by 73% of companies [Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009]

64% of companies are planning to increase their budget for on-site social media (such as blogs or ratings and reviews). [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010]

MARKETERS RECOGNISE THE OPPORTUNITY OF SOCIAL MEDIA

BUT HOW DO WE BRIDGE THE GAP BETWEEN UNDERSTANDING & LEVERAGING THE OPPORTUNITY?

Two-thirds of marketers are planning to increase investment in social media even though less than one-fifth can effectively measure ROI. [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010]

SMEs are embracing social media more quickly. Of the smaller ompanies (those with a turnover of less than £1 million), 46% say that the company view is that social media ―provides tremendous opportunities. [Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009]

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Page 10All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Captures new prospects and rich profile information

Drives traffic & subscriptions

Encourages sharing

SalesSales

Conversions

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Page 11All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 12All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Social assets Website

– Social email subscriptions

Social applications– Drive subscriptions, not just conversations and immediate sales

Promoting assets– Integrate social media promotion with email capture

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Page 13All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 14All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 15All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 16All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 17All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 18All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 19All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Email marketing Identify social sharers, influencers

– Track who is sharing your web and email content

– Use social media data enrichment tools

Targeting, remarketing– Target social media influencers and social sharers

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Page 20All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Social media data enrichmentEmailAddressNameEarliestActivityDateMost Recent Activity DateTotalCommercialSitesJobsGenderCollegesTotalNumberOfFriendsTotalSocialNetworksTotalSitesAgeLocationSocial website membership (which sites)Profile addresses

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Page 21All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 22All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Sharing Email

– Include sharing links in email

– Include follow and fan links

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Page 23All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Paste in webinar invite email

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Page 24All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Paste in follow and fan links

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Page 25All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

Conclusions

Email and social media can work together to drive one another No significant ongoing time commitment required Need to ensure you can measure success Test and optimise

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Page 26All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.

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Page 27All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.