Presented by:
Debra Aho WilliamsonSenior Analyst
M A R C H 2 5 , 2 0 1 0
Maximizing the E-Mail / Social Media Connection
Webinar Attendees
Why All the Fuss About E-Mail and Social Media?
What’s it all about?
Two clues
Agenda
� Consumer usage patterns: Is e-mail really dead?
� Marketer usage and spending: Social + e-mail
� Four ways to maximize the connection:
1. Multiply the sharing opportunities.
2. Provide a broader platform for advocates.
3. Shift the control to your consumers.
4. Use e-mail metrics to enhance social ROI.
Digital communication has become more
open and social
1998 2006 2010
E-mail is
NOT dead
But social
network
usage is
growing
quickly
Millennials are just as likely as most
older generations to use e-mail regularly
There are
chinks in
e-mail’s
armor,
however
Text
messaging
is more
likely to
challenge
than social
media will
Key Takeaways: Consumer Usage
� The death of e-mail has been exaggerated.
�Communications are more open and increasingly involve social media.
�Consumers want to share opinions about brands.
�Social may not be as big a threat to e-mail as text messaging.
Agenda
� Consumer usage patterns: Is e-mail really dead?
� Marketer usage and spending: Social + e-mail
� Four ways to maximize the connection:
1. Multiply the sharing opportunities.
2. Provide a broader platform for advocates.
3. Shift the control to your consumers.
4. Use e-mail metrics to enhance social ROI.
The impact
of social
media
weighs
heavily on
the minds
of e-mail
marketers…
…so they are investing in both
Spending on social media marketing to
rival e-mail spending in 2012 (Forrester)
2010: The year social media makes
e-mail even stronger
� 37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).
� 55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail).
� Integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, business executives say (StrongMail).
Agenda
� Consumer usage patterns: Is e-mail really dead?
� Marketer usage and spending: Social + e-mail
� Four ways to maximize the connection:
1. Multiply the sharing opportunities.
2. Provide a broader platform for advocates.
3. Shift the control to your consumers.
4. Use e-mail metrics to enhance social ROI.
Sharing is shifting
� 5 billion pieces of content shared every day
� Users send more traffic to news sites than
Google News does (Hitwise, March 2010)
� 86% of sharing activity still takes place via e-mail,
with 10% on Facebook and Twitter
� Twitter offers enormous reach potential, but e-mail
leads in conversions (Q3 2009)
� Among social media sites, Facebook leads in sharing
� 44% used Gigya widget to share on Facebook;
29% shared via Twitter (February 2010)
Creating
links
between
social
media and
marketing
provides
more ways
for people
to share
How to multiply the sharing opportunities
�Add “share with your network” links to e-mail messages.
�Use analytics to understand:
1. Who is sharing?
2. How are they sharing?
3. What happens next, after message is passed along?
�Customize/segment your e-mail AND social media messages to encourage your best advocates to share even more and extend your reach.
Agenda
� Consumer usage patterns: Is e-mail really dead?
� Marketer usage and spending: Social + e-mail
� Four ways to maximize the connection:
1. Multiply the sharing opportunities.
2. Provide a broader platform for advocates.
3. Shift the control to your consumers.
4. Use e-mail metrics to enhance social ROI.
Personal
connections
and social
network
connections
are trusted
sources of
information
The No. 2
reason
people
become
fans on
Facebook?
They are
already your
customers
Court your best e-mail customers and encourage them to become fans or followers in social media.
Then provide them with the tools to share their knowledge and their passion.
Use analytics to segment lists and send targeted communications that inspire commenting and sharing.
How to give a broader platform for
advocates
E-Mail Subscribers
� Know more about
product
� More savvy and more
experienced decorators
� Receive newsletters
with expert advice and
tips
Source: MarketingSherpa
Facebook Fans
� Relatively inexperienced, but want to
show off their work
� Looking for “how-to’s”
� Communications strategy includes
sneak peeks and new-product
promotions
Wilton designs communications to match its audience
Agenda
� Consumer usage patterns: Is e-mail really dead?
� Marketer usage and spending: Social + e-mail
� Four ways to maximize the connection:
1. Multiply the sharing opportunities.
2. Provide a broader platform for advocates.
3. Shift the control to your consumers.
4. Use e-mail metrics to enhance social ROI.
Internet users have little time for
irrelevant newsletters or promotions
Consumers use multiple ways to interact
with a company or brand
Once upon a time, Conan might have
used e-mail to market this …
Instead, he used only Twitter.
The results:
� Most shows sold out within hours.� Twitter followers felt special.
Shift the control to the consumer
Use the combination of e-mail and social media to provide multiple ways for consumers to interact with your company.
Brand interactions in social media may be less likely to be perceived as spam.
“The great thing about social media is it’s completely permission based. Consumers can just unfollow or unfanyou and they’ll never see you again.”
—Kristin Hersant, StrongMail
Agenda
� Consumer usage patterns: Is e-mail really dead?
� Marketer usage and spending: Social + e-mail
� Four ways to maximize the connection:
1. Multiply the sharing opportunities.
2. Provide a broader platform for advocates.
3. Shift the control to your consumers.
4. Use e-mail metrics to enhance social ROI.
Marketers
are far more
confident of
their ability
to measure
ROI from
e-mail than
from social
media
Success
metrics
for e-mail
marketing
are well
established
But the No. 1 metric used to track
social media success is site traffic
Few marketers are looking for hard
metrics from integrating social & e-mail
Experienced social media marketers are
more likely to measure leads and sales
Key Takeaways:
Consumer and Marketer Usage
� E-mail remains a powerful way to reach consumers, even as they spend more time with social media.
� Younger Internet users still use e-mail, but their communications are spread across several channels, making it more challenging to reach them.
� Marketers are increasing investments in both e-mail and social media.
Key Takeaways:
Maximizing the Connection
� If you haven’t started integrating e-mail and social, now is the time.
� “Share with a friend” is only the first step.Marketers must also analyze sharing behavior, find their best advocates and understand how their e-mail and social media lists compare.
� Give consumers multiple avenues to interact.Some may want discounts via e-mail, others via Twitter.
� Bring e-mail marketing rigor to social media metrics.
Learn more: eMarketer Reports
“Maximizing the E-Mail/Social Media Connection”http://www.emarketer.com/Reports/All/Emarketer_2000643.aspx
“Social Network Ad Spending: 2010 Outlook”http://www.emarketer.com/Reports/All/Emarketer_2000621.aspx
“Getting and Keeping Customers: Search and E-Mail Tactics”http://www.emarketer.com/Reports/All/Emarketer_2000573.aspx
COMING SOON: “Social Network Users and Usage”
Thank you!
Debra Aho Williamson
Senior Analyst
twitter.com/debrawilliamson
www.emarketer.com/blog/index.php/author/dwilliamson
eMarketer Total Access
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