epsilon's making social media relevant to email webinar
DESCRIPTION
Social media and email are no longer mutually exclusive channels. With consumer empowerment shaping the online marketing landscape, the canny marketer is integrating email marketing with social media to expand the reach and power of their campaigns. During this presentation, Epsilon's Hayden Saunders will demonstrate social media’s relationship with email and show how email strategies can be developed to take advantage of the new social media age. See full webinar http://www.epsilon.com/emea/Resource%20Centre/Upcoming%20Events/Making_Social_Media_Relevant_to_Email_Webinar/p786-l3TRANSCRIPT
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Making social media relevant to email15th April 2010
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Page 2All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Today’s presenter:Hayden Saunders
Technical Consultant
Specialises in new media consultancy, project management & software
implementation
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Page 3All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
During this session we intend to:
define the social media marketing landscape understand social media’s relationship with email practically demonstrate changes that can be made to your email strategy
today to take advantage of the opportunity review how ROI from email driven social media solutions can be
measured
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Page 4All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
The social media marketing landscape
The rise of social media
New forum for public, real-time communication
Amplifies and broadcasts consumer voice
Connects disparate communities
or
Become paralysed by the complexity and
apparent loss of control
Embrace the shifting marketplace and start participating in new ways to engage with
consumers and influence behaviour
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Page 5All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Growth of social media sites
Source: Compete.com March 2010
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Page 6All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
0
10
20
30
40
50
60
70
80
Mill
ion
s of H
ou
rsTime spent: Google vs. Facebook
GoogleFacebook
Source: Alexa.com & Compete.com (March 2010)
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Page 7All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Search Spend vs. Social Media Spend in the UK
£0
£500
£1,000
£1,500
£2,000
£2,500
£3,000
£3,500
Search Social2008 2009
£115
£2,750
£3,086
£175
Source: Econsultancy.com & eMarketer.com
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Page 8All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Don’t Know Enough about it (37%)
Difficult to Measure (37%)
No Budget (26%)
No Resources/Time (25%)
Not Proven or Tested (19%)
Legal Constraints / Corporate Policy (15%)
Social Media is not good use of employee time (7%)
(taken from Equation Research: 2009 Marketing Industry Trends Report)
Why Companies avoid social media adoption
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Page 9All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
How is social media currently being used?Increased brand awareness was seen as major benefit of social media by 73% of companies [Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009]
64% of companies are planning to increase their budget for on-site social media (such as blogs or ratings and reviews). [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010]
MARKETERS RECOGNISE THE OPPORTUNITY OF SOCIAL MEDIA
BUT HOW DO WE BRIDGE THE GAP BETWEEN UNDERSTANDING & LEVERAGING THE OPPORTUNITY?
Two-thirds of marketers are planning to increase investment in social media even though less than one-fifth can effectively measure ROI. [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010]
SMEs are embracing social media more quickly. Of the smaller ompanies (those with a turnover of less than £1 million), 46% say that the company view is that social media ―provides tremendous opportunities. [Source: Econsultancy/bigmouthmedia Social Media and Online PR Report, November 2009]
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Page 10All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Captures new prospects and rich profile information
Drives traffic & subscriptions
Encourages sharing
SalesSales
Conversions
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Page 11All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 12All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Social assets Website
– Social email subscriptions
Social applications– Drive subscriptions, not just conversations and immediate sales
Promoting assets– Integrate social media promotion with email capture
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Page 13All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 14All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 15All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 16All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 17All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 18All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 19All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Email marketing Identify social sharers, influencers
– Track who is sharing your web and email content
– Use social media data enrichment tools
Targeting, remarketing– Target social media influencers and social sharers
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Page 20All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Social media data enrichmentEmailAddressNameEarliestActivityDateMost Recent Activity DateTotalCommercialSitesJobsGenderCollegesTotalNumberOfFriendsTotalSocialNetworksTotalSitesAgeLocationSocial website membership (which sites)Profile addresses
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Page 21All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 22All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Sharing Email
– Include sharing links in email
– Include follow and fan links
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Page 23All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Paste in webinar invite email
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Page 24All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Paste in follow and fan links
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Page 25All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
Conclusions
Email and social media can work together to drive one another No significant ongoing time commitment required Need to ensure you can measure success Test and optimise
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Page 26All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.
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Page 27All information contained herein is confidential and/or proprietary information of Alliance Data FHC, Inc. trading as Epsilon International.Any unauthorized use and/or any disclosure is strictly prohibited.