emarketer webinar: the e-mail / social media connection

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

e-mail

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

e-mail

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

dwilliamson@emarketer.com

twitter.com/debrawilliamson

www.emarketer.com/blog/index.php/author/dwilliamson

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