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Semelhante a Integrating email & social media nrc 2010 final
Semelhante a Integrating email & social media nrc 2010 final (20)
Integrating email & social media nrc 2010 final
- 4. THE GROWTH OF DIGITAL MEDIA Years it took to reach market audience of 50 million: 38 years (Radio) 13 years (TV) 4 years (Internet) 3 years (iPod) 2 years (Facebook) Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 7. A CLOSER LOOK … At Social Networks, Email Marketing & What to Expect
- 13. STANDARD METRICS & BENCHMARKS *Epsilon Q1 2010 Email Trends & Benchmarks **Direct Marketing Association Presented by Becky Repka, Marketing Consultant, brepka@gmail.com Measure What it is Benchmark Delivery % of emails successfully delivered to intended recipients; didn’t bounce 94.7%* Opens % of emails opened, based on images downloading 22.4%* Click Rate Clicks received on URLs in the email compared to all delivered 6%* Complaints % of recipients who mark the “spam” option in their inbox 1 complaint in 1,000 emails per domain ROI (Revenue – Cost)/Cost $43 for every $1 invested**
- 18. SOCIAL MEDIA TOOLS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com Tool Type What it Does NetVibes Account Mgmt Manages Social Networks TweetDeck Account Mgmt Manages Social Networks OneRiot Search Real-Time Social Media Twitter Search Search Twitter Blogger/Wordpress Blogging Content, SEO, Brand TwitPic Photo/Video Sharing Pics via Twitter TwitVid Photo/Video Sharing Video via Twitter Foursquare Location Sharing GPS Engagement/Deals Gowalla Location Sharing GPS Engagement/Deals RapLeaf Social Demos Who, What, Where, Weight Facebook Insight Analytics FB Analytics TweetStats Analytics Twitter Analytics
- 22. SOCIAL NEEDS EMAIL Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 24. THE FRAMEWORK IS THE SAME Presented by Becky Repka, Marketing Consultant, brepka@gmail.com Subscribe Users Give Permission To Receive Updates From a Company Engage Provide Relevant Content Over Lifetime of Relationship Convert Conversion is the Ultimate Goal and is Measured to Gauge Success
- 26. SOCIAL MEDIA + EMAIL MARKETING Social Media Email Marketing Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 27. SIMPLE STEPS For Putting Email & Social Media Together
- 29. #1 ADD SHARE LINKS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 30. #2 COLLECT EMAILS VIA SOCIAL Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 31. #2 COLLECT EMAILS VIA BLOGS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 32. #2 AND DON’T FORGET YOUR WEBSITE… Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 33. #2 OR OTHER ONLINE CAMPAIGNS Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 52. CASE STUDY: DINGO At the end of the campaign, Dingo had 6,329 Likes and 14,140 Subscribers It took them 3 days. Dingo uses Constant Contact for email marketing. Presented by Becky Repka, Marketing Consultant, brepka@gmail.com
- 55. QUESTIONS?
Notas do Editor
- Usage is exponentially increasing Constantly evolving
- Becky Slide 64% of companies are planning to increase their budget for on-site social media, such as blogs or ratings and reviews. (Econsultancy/ExactTargetMarketing Budgets 2010, February 2010)
- Show of hands who does what…..
- Becky Slide
- Discuss reasons for using each
- Ray Slide
- (Facebook directs more web traffic than Google)
- In reality, both email and social have significant usage and impact and serve complimentary purposes, enabling broader and more comprehensive campaigns Review top level benefits, unique strengths to both – why email, why social – and why the two together
- #2 (Merkle, “View from the Social Inbox 2010,” February 2010) #3 , #4 (MarketingSherpa)
- #2 (Merkle, “View from the Social Inbox 2010,” February 2010) #3 , #4 (MarketingSherpa)
- Again… - But, either way, keep in mind this is where the people are already or going, sound investment for your company to figure out and plan for now And always, the key to success is focusing on the big rocks and that starts with laying a strong foundation then having a solid plan
- This is the nuts and bolts of integrating your email and social campaigns.
- Becky Slide
- Becky Slide
- Becky Slide
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- You have some hand outs that you can follow along with on your tables…. And this is a simplified exercise Better mirror planning doc layout?
- As with any strategic campaign, you need to establish a clear plan and expectations from the start Also need to realize, just because you “can” use something; doesn’t mean you should. Not all of these tools are going to work ideally to meet your specific goals.
- Well Raley’s or a large local grocer would provide an elegant case study. They have substantial brand awareness and a positive image in the community yet find their sales/traffic under assault from other brands chiefly because of price on the low end and a perception of better quality on the higher end. So how then to maintain their position in light of these factors. Knowing as we do that a growing portion of shoppers will respond to a community based/knowledge approach to marketing and the declining utility of mass messaging regardless of channel our example brand turns to email and social channels. This turn it not necessarily to more efficiently broadcast the same message to everyone or even reduces their advertising expenditures. It is rather a turn towards a horizontal relationship between brand and consumer. They want in fact for their consumers to love them, to treat their brand as quite literally a friend. Successful implementation of said strategy is not measured by how the whole of consumers respond but rather how the receptive group responds. Marketshare is defined by the %
- Which is defined by the % of customers shopping over a 7 day period
- Include a complete checklist here? Would love to provide a complete sheet with tools and what they work best for…. Or refer back to the chart….
- The grocery does not have video and will not realistically be able to do so; so this option is put on hold for the time… it is OK to not use everything… especially if it doesn’t make sense for your business or resources
- Marketshare – essentially encouraging more frequent shopping This part of the strategy is going to be all about the offer, direct sale, call to action and measurable revenue. It includes special offer emails to house lists, partner lists, encourages sharing and email sign ups. The social aspect supports this, extends the reach of the immediate offer to new audiences Blog: Posts ongoing recipes, encourages comments Enable easy sign up for email lists, links to social networks
- Marketshare – essentially encouraging more frequent shopping Blog: Posts ongoing recipes, encourages comments Enable easy sign up for email lists, links to social networks
- Don’t forget the standard metrics Set up specific campaigns to track social media programs that drive web traffic Measure High Level Metrics: Unique Visitors Page Views Frequency of Visits Measure Deeper Metrics Depth of Visit Conversations Where Visitors Are Coming From
- Dingo increased their monthly sales by 22% during the campaign and estimate that new customers accounted for 45% of that growth.