Social Sharing: Why & How to Do It with HighRoad

Your Presenter:
www.highroadsolution.com
Jenny Lassi has been affiliated with
HighRoad Solution for 8 years first as a
client and then as an employee. With
optimized recipient engagement top-of-
mind, Jenny's expertise is in data &
delivery allowing clients to leverage
data collected and increase
engagement. She also consults with
clients on authentication, content,
content strategy, integrating social to
eMarketing strategies, email preference
center management, business
intelligence gathering to fuel
segmentation & other
deliverability/engagement optimization
tactics.

Today’s Content
• Understanding Generations
• Communication Approach Differences
• Trends in Social
• Legacy Social Share %%SHARE%% Sunset Plan
• New SocialLoop Social Share takes over May 1
• Workflow Process Changes
• Social Jumpstart Package
• Best Practices
• Resources/Takeaways

Multigenerational
Association Members
Association membership databases include members that are
considered a part of one generation type or another.
If your organization has not organized member/non-member/prospect
records and their associated generations/personas and adjusted
marketing strategies for each type, begin to use Social
Share features now to stay on top of the curve!

Multigenerational
Association Members
1925-1945 - Silent Generation
1946-1964 - Baby Boom
1965-1979 - Generation X
1980-2000 - Millennials or Generation Y
2001-Present - Generation Z

Facebook Trends
Declining numbers for Generation Z but substantial
growth for 25+ on up.

Social Trends
According to a 2014 study by iStrategyLabs.com
1. Teens (13-17) on Facebook have declined -25.3% over the last 3
years.
2. Over the same period of time, 55+ has exploded with +80.4%
growth in the last 3 years.
Forbes Projections:
1. Investment in social media will become a necessity, not a luxury.
2. Google + will become a major factor
3. Image Centric networks will see huge success
4. We'll witness the rise of micro-video
5. Foursquare will decline sharply
6. MySpace, love it or hate it, will grow
7. LinkedIn will become major player for B2B business growth

There is Social
Media…
Always link to your presence on the social platforms for members/non-members or
prospects to interact with your organization’s social content and facilitate
discussion.

And there is Social
Share
• Social Share is a feature that allows subscribers to share message
content to Facebook, LinkedIn, Twitter, Google + and Pinterest.
• Social Share is available with Standard, Recurring and Welcome
messages.
• Multiple Social Shares can be applied within a single message.
• Social Share can be created using the HTML Editor, Basic Code Input or
under Social > Create Social Share.
• Extended the reach of your marketing beyond your subscriber base

Share to Social vs. Social
Share
Share to Social %%SHARE%% sunsets May 1, 2014
The NEW Social Share is available now inside your
HighRoad Solution Campaign eMail Account!
This change will impact your organization depending on if you use the
integrated Social features with your emails now and also depending
on your email marketing workflow:
1. If you use the share to social feature now and you use a template
library with social features built-in to your template’s HTML code
2. If you use the share to social feature now, you code your
templates in an outside HTML editor like Dreamweaver and paste
in your code or
3. If you use the share to social feature now and you add sharing
features
to each email you deploy during the message creation process

Strategic Focus on Top 5
Why only Facebook, LinkedIn, Twitter, Google+ and Pinterest?
• Scalable social solution for Software as a Service social platforms
• Works with welcome, standard and recurring promotional messages.
• Enables multiple shares per email campaign
• Enables sharing to Pinterest
• Uses one click sharing
• Subscribers can easily share to all social channels
• No more annoying pop-up share widgets that discourage sharing.
• Includes a Social Share URL and HTML Code Generator
• Available for subaccount users

Social Share
Why only Facebook, LinkedIn, Twitter, Google+ and Pinterest? They are the
top 5!
Facebook
900,000,000 - Estimated Unique Monthly Visitors
Twitter
LinkedIn
Pinterest
Google Plus+

Template Based
Workflow- Generate
Codes

Template Based
Workflow-
Update Templates
Before
Using Legacy
Share to Social
%%Share%%

Template Based
Workflow-
Update Templates
After
Using
SocialLoop
Social Share

Set-Up: Per Email
Campaign

Sent Message

Shared Message

Are Subscribers
Sharing?
Search for Social
Shares

Now What? Built-In
Strategy

Now What? Built-In
Strategy
Reward your brand evangelists!

Social Jump Start
Consulting
Suzanne’s description here…
Includes:
1. Item 1
2. Item 2
3. Item 3
4. Item 4

Best Practices
• Use the New Social Share Feature Only on Emails You
Want Shared
• Update All Templates Using Legacy Share to Social Now
• Become Familiar with The New Process Now Before
May 1st
• Reward Social Influencers Using a Strategy BluePrint

Questions
?

Thank you!
Other questions for Jenny?
eMail =
jenny@highroadsolution.com
Twitter = @highroadjenny

References &
Resourceshttp://istrategylabs.com/2014/01/3-million-teens-leave-facebook-in-
3-years-the-2014-facebook-demographic-report/
http://www.forbes.com/sites/jaysondemers/2013/09/24/the-top-7-
social-media-marketing-trends-that-will-dominate-2014/
http://www.ebizmba.com/articles/social-networking-websites

Social Sharing: Why & How to Do It with HighRoad

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