Embed Size (px)
DESCRIPTION
Email is social media!
Citation preview
5 Ways to Ignite yourEmail Program with Social Media and Sharing
July 27, 2010
Webinar
Dial-in telephone: 1 323 417 4600
Access code: 260-571-656
Webinar ID: 881-827-560
✆
WhatCountsIt Starts with Email
Before we get started…
Having technical difficulties?
Use the Q&A dialog box to let us know
If we can’t help you call Citrix at 888-
259-8414 for technical support .
Or you can chat with a Citrix
representative at www.citrixgcs.com/chat
To submit questions during the
webinar, use the Q&A chat box
Everyone will receive a link to a
recording of the presentation and a copy
of the slide deck within 1 to 2 business
days
Today’s webinar is moderated by:
Vicky Oxley
Vice-President of Services
WhatCounts
Tweet!
Twitter about the webinar using #whatcounts
Follow:
@WhatCounts
@taddyhall
3
WhatCountsOne of the first ESPs going back to 2001
A quiet leader in a very noisy and crowded
category
Long list of marquee clients include Costco,
Alaska Air, MSNBC, FOXNews & REI
Unique in that it offers clients a choice between a
hosted SaaS solution or onsite hardware
appliance
Proud of its customer focus and 90%+ customer
retention rate
Speaker
Taddy Hall
Chief Operations
Officer,
Meteor Solutions,
WhatCounts Partner
Ridgway "Taddy" Hall specializes in leading organizations through
high growth - as well as tumultuous change - on the road to
success. From 2003 until August, 2008 Taddy served as the Chief
Strategy Officer for the Advertising Research Foundation (ARF)
where his primary responsibility was to help senior executives meet
growth objectives by making Marketing more effective and
accountable. Taddy is a recognized authority in the fields of
Marketing, Innovation, Branding, and Competitive Strategy. His
articles on innovation have appeared in The Harvard Business
Review (12/2005 and 1/2009), The Wall Street Journal, Ad Age,
and CMO Magazine. Taddy is also co-author of The Online
Advertising Playbook, published by J. Wiley in April, 2007.
Over the last decade, Taddy has collaborated with Harvard
Business School Professor and innovation authority, Clayton M.
Christensen, on the publication of The Innovator's Solution and
Marketing Malpractice (HBR) as well as on the growth of a related
consulting practice.
About Meteor
The Leading Technology Platform for Measuring and Activating
Earned Media
Some of the Companies and Brands We Work With…
Agenda
Introduction
What is Earned Media and Why Should I Care?
5 Ways to Ignite Your Email Program with Social Media
1. Map and reveal the drivers of your online social graph
2. Identify fans and advocates in your list
3. Create messages and offers optimized for sharing
4. Recognize and reward
5. Measure and optimize
Key Take-Aways
Q&A
Use sharing tools on my website, landing pages and email
messages
Have an active presence on social platforms
Enable social engagement on my site (i.e. facebook
connect logins and/or Facebook like buttons)
Engage with those that engage with you
Recognize and reward sharing and influence
I currently do the following
in my in my marketing
program:
WHAT IS EARNED MEDIA AND
WHY SHOULD I CARE?
Sharing Makes Campaigns Go…Paid Media Owned Media Earned Media
Measure and Monetize Earned Media
Data
InsightsActions
Measure the
Velocity and
Value of Word of
Mouth in Real-
Time
Identify Most Influential
Users and Biggest Brand
Advocates
Launch Campaigns that
Increase Word of Mouth
Automatically
Earned Media Moves the Needle
Lots of Traffic
• 15-20% of Unique
Visitors from “Earned”
Links
(source: Meteor Solutions)
Valuable Visitors
• 1.5x – 4x Conversion Lift
• Loyal Fans
(source: Meteor Solutions, Razorfish)
+
ROI
• Low Acquisition Costs
• Engaged and Loyal
Customers
=
They are equal
Facebook and Twitter is greater than 2x bigger than email
Email is greater than 2x bigger than Facebook and Twitter
Where do you think email
ranks with Facebook and
Twitter in terms of earned
referral generation?
EMAIL RULES
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Sources of Earned Referrals
Source: Meteor Solutions data from >15 sites spanning games, mobile, technology, and travel sites.
5 WAYS TO IGNITE YOUR EMAIL PROGRAM
WITH SOCIAL MEDIA
1.MAP AND REVEAL THE DRIVERS OF
YOUR SOCIAL GRAPH
James Gets Email
from Palm and
Clicks Through to
Watch Video
James
Shares Link
to video
Friends and
Family
Follow Link
Friends Visit
Landing Page to
See Video &
Offer
Some buy and
some pass it
on…
Buy!
2. IDENTIFY FANS AND ADVOCATES IN
YOUR LIST
Serious Fan AdvocatesPassionate about your brand,
eager to share with others.Committed to the cause, eager
to make a difference.
How to Identify Your WOM MVPs
1. Collect Twitter and Facebook Account Info at
Registration
2. Indentify Twitter followers, Facebook fans,
product recommenders, and Facebook
connect “logins”
3. Meteor + WhatCounts Enable Tracking of
Sharing and WOM Referrals by User
Meet Ben. He’s Connected and He’s an Influencer
7
/
2
www.meteorsolutio
ns.com
19
Who He Is•40ish Husband + Father with 2 kids
•Lives in Seattle and Works in Software
What He Likes•Music
•Sports
•Travel
Devices He Uses•Laptop
•iPhone
Where You Can Reach Him and
Where He Shares•Facebook
•Trip Advisor
……….and•EMAIL!
•Ben receives a weekly email from his
favorite airline…
•Most of the time, he doesn’t read it
•But this time, it just so happens he is
thinking about planning a trip to
Disneyland for his family
•This offer catches eye
•Ben clicks and goes to
“Disney Deals” landing page
•Finds a great deal for 3 days
and 2 nights in Anaheim
•Books the flight
•And then…
Emails
confirmation info
to his wife.
Tweets:
“Just booked a
family trip to
Disneyland through
@alaskaair. Get a
great deal here:
http://bit.ly/9vj5ZE”
WOM Traffic and Conversions Take-Off
Followers
Click-
Through
Several
“Re-tweet”
A Couple of Followers
Book Trips
There Are Many More “Bens” Out There
Fans and Advocates Share Through Social Graph
Larger Audience Connected to Fans and Advocates Pick it Up and Pass it On
Many More “Friends of Friends” Receive and Re-Post
100s 1,000,000s10,000s
Email Programs That Generate WOM
Audience
ContentPlace
Identifying influencers among
your audience
Relevant, Useful,
and Engaging
Content That’s
Easy to ShareMost Active Sites
and Communities
GOAL: Bring the most
engaging content to the
most valuable audience on
the most active and
engaged sites.
3. CREATE MESSAGES AND OFFERS
OPTIMIZED FOR SHARING
• Make your influencers famous
• Email exclusive offers that your influencers
can pass-along to their friends and followers
• Recognize and reward influencers in public
(on your site)
• Make it easy and fun to share from a landing
page
Deals and discounts
Recognition and status
What do you think
motivates brand advocates
the most?
7/28/2010 Proprietary and Confidential. Patents
Pending.
Community
or Group
Rewards
Can Turn
Sharing Into
a Game
4. RECOGNIZE AND REWARD
• Recognize publicly on site or Facebook (i.e.
status points or badges)
• Recognize personally in email or direct
message
• Reward at individual level (i.e. individual
discounts, upgrades, or privileges)
• Reward at group level (i.e. free access to online
content)
Biggest Fans
Right Now
Biggest
Fans All-
Time
@beatofhawaii SChamb0
MelanieDDealMom
Share
Pass-Along This
Offer and Unlock
Your Reward
Special Offer:
Get 10 Friends to Register for Mani-Pedi, Receive a
Free Facial
8 of 10
Almost
There!
X
Alaska AirlinesFollow Apolo Hawaii Sweepstakes
Strategy and Tactics
•Activate Fans and
Advocates to:
- engage with site by signing
up for sweepstakes
- share content
- engage with site
- sign up for Alaska
newsletter & mileage plan
5. MEASURE AND OPTIMIZE
• Track sharing and WOM referrals
attributable to email program
• Adjust eCPC and eCPA metrics to account
for additional earned value
Campaign Performance Overview
Earned Media
Improves the
Bottom Line
The Impact of WOM on Email Performance
Source: Meteor Solutions + Hill Holiday
Without Tracking WOM
A wins
Clicks A Conversion A Clicks B Conversion B
Direct Visitors from Email
Clicks A Conversion A
Without WOM:
A wins
With WOM:
B wins
Clicks B Conversion B
Direct Visitors from Email
WOM Referrals
The Impact of WOM on Email Performance
KEY TAKE-AWAYS
• Email is social media
• Engaged email subscribers are more likely to be
potential influencers of your brand
• Focus on bringing social activities and features into
your content and email messages.
• Email is part of the conversation: Use social
networks to build your email list and encourage
engaged email subscribers to share and advocate
your brand
Q & A
Our inaugural Summer Summit is SOLD OUT!! But don’t worry there is still a way
you can enjoy our jam-packed agenda full of invaluable email education. We will
be posting much of the content on our site after the event. So stay tuned!
For more information or to register now, visit:
http://www.whatcounts.com/summit
Contact Us
WhatCounts, Inc.315 5th Avenue South, Suite 800
Seattle, WA 98104
800-440-7005
www.whatcounts.com
Twitter: @WhatCounts
[email protected] Starts with Email
™
