social sharing: why & how to do it with highroad

TheU: The Social Association

www.highroadsolution.com

Your Presenter: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

MultigenerationalAssociation 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 Generation1946-1964 - Baby Boom1965-1979 - Generation X1980-2000 - Millennials or Generation Y2001-Present - Generation Z

Facebook Trends

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

Social TrendsAccording to a 2014 study by iStrategyLabs.com1. 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 factor3. Image Centric networks will see huge success4. We'll witness the rise of micro-video5. Foursquare will decline sharply6. MySpace, love it or hate it, will grow7. 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 ShareWhy only Facebook, LinkedIn, Twitter, Google+ and Pinterest? They are the top 5!

Facebook900,000,000 - Estimated Unique Monthly Visitors

Twitter310,000,000 - Estimated Unique Monthly Visitors

LinkedIn250,000,000 - Estimated Unique Monthly Visitors

Pinterest150,000,000 - Estimated Unique Monthly Visitors

Google Plus+120,000,000 - Estimated Unique Monthly Visitors

Template Based Workflow- Generate Codes

Template Based Workflow-Update Templates

Before

Using Legacy Share to Social %%Share%%

Template Based Workflow-Update Templates

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

Reward your brand evangelists!

Social Jump Start Consulting

Suzanne’s description here…

Includes:1. Item 12. Item 23. Item 34. 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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