jamie madden | emsa 2010
DESCRIPTION
Email Marketing and Social Media - Will it blend?Email used to just be email. Now we are faced with a never-ending spread of social media tools such as: Facebook, Twitter, LinkedIn, Blogs and Social Booking Marking platforms. The question is - will it blend? This session will look at how you can strategically use social media to complement and enhance your email marketing.TRANSCRIPT
Will it Blend?Social Media & email
Jamie Madden , Creative director – Circul8
1. Industry overview
2. The mediums
3. Case studies
4. The combination
5. Recommendations
+ Many more
Agenda
Back to the year 2000
361 millionInternet Users
Source : InternetWorldstats.com
Source : Australian Bureau of Statistics
Australian households with internet access
Search
Social media Now
1.966 billion Internet Users
(5.45 x more than 2000)
Source : InternetWorldstats.com
Australian households with internet access
Source : Australian Bureau of Statistics
Approx 90%On broadband
Source : Australian Bureau of Statistics
75 million on twitter
126 million blogs
80 million on linked-in
4 billion photos on flickr
1 billion videos/day YouTube
Social media is booming
Social media – Australia
Source : Wikipedia, Royal Pingdom, zdnet
The Nielsen Company, 2010
Source : Royal Pingdom Internet-in-numbers
54% of marketers want to increase spend on email
66% want to increasing spend on social media
Source: The Nielsen Company
No surprises but…. over the next year:
Special Powers
Email Marketing
Fast setup of communications Email marketing benefits
Direct & PersonalisedEmail marketing benefits
Cost effective reach Email marketing benefits
Easily automated
Scheduled sending &
lifecycle messaging routines
Email marketing benefits
Metrics Email marketing benefits
Accurate reporting
Easy segmentation & targeting
ROI tracking
You control your dataEmail marketing benefits
The not-so-good
• Boundary to subscription
• Low tolerance for irrelevant content
• High rate of unsolicited emails
Social media
Social media marketing benefits
Fast setup of communications
@ ArtGalleryofNSW Free hotdogs in the foyer now!3:40pm Nov 11th via twitter | Retweet
Social media marketing benefits
Build prospects fast
One click in Facebook & twitter
Flocking
Social media marketing benefits
Cost effective reach
Social media marketing benefits
Inbuilt sharing tools make it viral
Social media marketing benefits
Makes for Better SEO
Social media marketing benefits
In full view of the Public
Social media marketing benefits
The not-so-good
• In full view of the Public
• Little automation
• Immature metrics & conversion tracking• Difficult to custom Segment• Hard to track roi
• Your data is controlled by private companies
The social consumer
What are people doing onlineThe social consumer
Source : Does my Brand Look Big in This - Nielson Online 2009
Trust in advertisingThe social consumer
Case study
3000 user generated slogans
+
21,000 Slogans
100,000+ Visitors
9 mins 49 secondsaverage time on site
838 h 59 minsbrand exposure
In Copenhagen Animated Characters projected in a “virtual march”on buildings around the summit.
Results
Case study
RESULTS• 23,000 entrants
• 6400 from facebook
• 1200 from twitter
• 1337 photographers
• 5200 photos
• 22,500 votes
• 37,200 visits
• 487,000 page views
• Average time on site 9:49
• Average pages per visit: 13
Social media & email marketing
Recommendations
1. Add social media icons to your email communications
2. Add a “email subscribe form” to social media pages
3. Ask questions – Profiling with surveys and polls
4. Use Activities > covert prospects > social to email DB
5. What you learn in one space use in the other
6. Have a strategy
7. Get creative
