2. Let’s talk social sharing in email... Marketing shifts How email intersects with social Case example 54 million recipients tell us what works Hints and tricks to get you started
10. The exploding ‘Groundswell’ “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.”
17. 92% of adult Internet users send or read email — far more than regularly visit any social network* According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI** Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel** *Pew American Life & Internet Study **AberdeenGroup Email is alive and well
26. National Express East Coast Trains Company Overview National Express ECT are a UK National Train Operating Company Have a well established email communications program which includes targeted content for newsletters and special offers Challenge Wanted a cost effective and efficient way to get their offers, already well received, into the wider community Solution Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’
28. Email recipients can add their own comments or endorsements Email Subject line becomes “Title” and “Mailing Notes” become the description teaser-text to be displayed. Users can select a thumbnail from some of the images in email, or opt to not include a picture Recipient taken to social site
29. Results 800 recipients shared the email offer 80,000 additional impressions 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails
53. Getting started with social email Focus on ‘Shareworthiness’ Make it easy to share Monitor social ‘buzz’ (and engage) Identify and reward your influencers Test everything and don’t be afraid to fail
54. Resources Whitepaper, Email Marketing Goes Social Emails Gone Viral, Social Sharing Benchmark Study
Engagement Marketing is not interruptive, but two-day dialogs.
Engagement Marketing is not interruptive, but two-day dialogs.It’s been happening. For a long time. But until recently your participation was optional. Today – it isn’t.
Groundswell, winning in a world transformed by Social technologiesBy two Forrester Analysts, Charlene Li, Josh Bernoff
You must listen more than you talkYou must respond when spoken toYour every action and impact has immediate and widespread resultsIf you don’t engage it doesn’t change a thing. The dialgue continues w/o you. You don’t want that
The good implications too
The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
Viral marketing with share to social
Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)
