Social Mobile Local and Email Marketing

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This document discusses how social, mobile, and local technologies are becoming increasingly important for email marketers. It notes that smartphones and tablets are proliferating, and that people are using more location-based and social networking apps on these devices. The concept of "mocial" is introduced, combining mobile, social, local and email. Examples are given of how marketers can engage customers through these new channels, such as by optimizing emails for mobile screens, collecting leads through apps, and running location-based promotions.

Negócios Tecnologia

Social, Mobile and Local:
Why They Matter for Email Marketers

@Silverpop
@LorenMcDonald

Your Web site may no longer be the center of
your universe Pre-Copernicus (1543)

Not a fad…but a way of life

25M

75M

800M 250+M

100+ Million Tablets Expected to Sell in 2012

Mobile Apps are Exploding

25 billion downloaded by 2015

Juniper Research

Foursquare Adding 1 Million Users a Month

Now 20MM
Facebook
also has
350MM
Mobile users

Over 3 million check-ins per day
500,000 using the Merchant Platform

We call this “mocial”

mobile + social + local + email

Social Login – The new opt-in form

66% of people prefer social sign up

• Holiday card: Sent 12/24/10
• Facebook album: 150+ photos
added

Sharing Done Right – What’s Your Ice Cream?

[get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behavior.
3. Dude, lose the corporate
speak.

Let Customers Do the Selling

1/3 Increase in Orders and Sales

So Context Means…
Scannable

Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch …

The New Design Challenge

Old mouse New mouse

Do Your Email’s Have the Touch?

Source: StyleCampaign.com, Litmus

Know Your Audience

Source: Unica Corporation/Pivotal Veracity

Regular
Mobile
64% higher
CTR

A/B test sent
to frequent
mobile
openers

QR Codes to Email Opt-in

• Printed collateral
• Tradeshow booth
• Signage
• TV

Check-in Marketing Opportunities

Local Offers
Sweepstakes Loyalty Twitter
Messaging

Email Marketing

Sweepstakes & Scavenger Hunts

Run sweepstakes and scavenger hunts based on when someone checks in to a
location with Foursquare or Facebook

Contact
Loren McDonald
Twitter: @LorenMcDonald
lmcdonald@silverpop.com
Google+: Loren McDonald

Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com

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1. Social, Mobile and Local: Why They Matter for Email Marketers @Silverpop @LorenMcDonald

2. Digital Marketing Channel Explosion

3. Your Web site may no longer be the center of your universe Pre-Copernicus (1543)

4. Not a fad…but a way of life 25M 75M 800M 250+M

5. Smartphone Sales Pass PC Sales Q4 2010

6. 100+ Million Tablets Expected to Sell in 2012

7. Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research

8. Mobile & Social are Converging

9. Foursquare Adding 1 Million Users a Month Now 20MM Facebook also has 350MM Mobile users Over 3 million check-ins per day 500,000 using the Merchant Platform

10. We call this “mocial” mobile + social + local + email

11. Mocial

12. Social Email Local Mobile

13. Facebook Request for Permission

14. Social Login – The new opt-in form 66% of people prefer social sign up

15. Social Profile Data by Network Email        Name           Location        Birth Date       Gender     Friends/Contacts        Profile Photo        Interests    Source Janrain

16.

17.

18. • Holiday card: Sent 12/24/10 • Facebook album: 150+ photos added

19. “Doughboy” + Valentine = Shareworthy

20. Sharing Done Right – What’s Your Ice Cream?

21. [get pur-suh-nl] 1. Marketing content that speaks with a “human” voice. 2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior. 3. Dude, lose the corporate speak.

22.

23. • Service tone • Human • 50% conversion

24. How-to video

25. Let Customers Do the Selling 1/3 Increase in Orders and Sales

26. Social Email Local Mobile

27. Going Mobile / Screensize-apalooza

28. Where is Your Email Being Read?

29. So Context Means… Scannable Singular calls to action Larger fonts Single columns Bullet-proof / large CTA buttons Design for touch …

30. The New Design Challenge Old mouse New mouse

31. Do Your Email’s Have the Touch? Source: StyleCampaign.com, Litmus

32. Know Your Audience Source: Unica Corporation/Pivotal Veracity

33. Regular Mobile 64% higher CTR A/B test sent to frequent mobile openers

34. SMS to Email Opt-in

35. Tablet/Kiosk Opt-in Collection

36. QR Codes to Email Opt-in • Printed collateral • Tradeshow booth • Signage • TV

37. 25+% of Apps Used Only Once

38. Apps: FB Connect & Email Opt-in

39. Social Email Local Mobile

40. Gamification

41. Why should marketers care?

42. Check-in Marketing Opportunities Local Offers Sweepstakes Loyalty Twitter Messaging Email Marketing

43. Opt-Ins Increase Email Signups

44. Sweepstakes & Scavenger Hunts Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook

45. Sweepstakes Sign-Up

46. Email Confirmation

47. Participants Check-In

48. Don’t be afraid to jump in

49. About Silverpop

50. Contact Loren McDonald Twitter: @LorenMcDonald lmcdonald@silverpop.com Google+: Loren McDonald Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com

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