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, dhendricks@datranmedia.comJoshua Baer, joshua.baer@datranmedia.comDavid Daniels, ddaniels@jupiterkagan.com

THANK YOU!THANK YOU!

QUESTIONS?QUESTIONS?

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