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

Email

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