Social Media has changed how businesses interact with consumers. Email marketing took direct mail to the next level. The question is, will they blend? Can these two forms of communication work together or should one be focused on. Circul8 is an award winning agency in the field of Social Media. This was presented at EMSA 2010 by Circul8 Creative Director, Jamie Madden.

1. Will it Blend?
Social Media & email
Jamie Madden , Creative director – Circul8
1. Industry overview
2. The mediums
3. Case studies
4. The combination
5. Recommendations

3. + Many more

5. Agenda

6. Back to the year 2000

7. 361 million
Internet Users
Source : InternetWorldstats.com

8. Source : Australian Bureau of Statistics
Australian households with internet access

10. Search
Email
Social media Now

11. 1.966 billion
Internet Users
(5.45 x more than 2000)
Source : InternetWorldstats.com

12. Australian households with internet access
Source : Australian Bureau of Statistics
Approx 90%
On broadband

13. Source : Australian Bureau of Statistics
75 million on twitter
126 million blogs
80 million on linked-in
4 billion photos on flickr
1 billion videos/day YouTube
Social media is booming

14. Social media – Australia
Source : Wikipedia, Royal Pingdom, zdnet

15. The Nielsen Company, 2010

16. Source : Royal Pingdom Internet-in-numbers

18. 54% of marketers want to increase spend on email
66% want to increasing spend on social media
Source: The Nielsen Company
No surprises but…. over the next year:

19. Special Powers

20. Email Marketing

21. Fast setup of communications
Email marketing benefits

22. Direct & Personalised
Email marketing benefits

23. Cost effective reach
Email marketing benefits

24. Easily automated
Scheduled sending &
lifecycle messaging routines
Email marketing benefits

25. Metrics
Email marketing benefits
Accurate reporting
Easy segmentation
& targeting
ROI tracking

26. You control your data
Email marketing benefits

27. The not-so-good
• Boundary to subscription
• Low tolerance for irrelevant content
• High rate of unsolicited emails

28. Social media

29. Social media marketing benefits
Fast setup of communications
@ ArtGalleryofNSW Free hotdogs in the foyer now!
3:40pm Nov 11th via twitter | Retweet

30. Social media marketing benefits
Build prospects fast
One click in Facebook
& twitter
Flocking

31. Social media marketing benefits
Cost effective reach

32. Social media marketing benefits
Inbuilt sharing tools make it viral

33. Social media marketing benefits
Makes for Better SEO

34. Social media marketing benefits
In full view of the Public

35. Social media marketing benefits
The not-so-good
• In full view of the Public
• Little automation
• Immature metrics & conversion tracking
•Difficult to custom Segment
•Hard to track roi
• Your data is controlled by private companies

36. The social consumer

37. What are people doing online
The social consumer
Source : Does my Brand Look Big in This - Nielson Online 2009

38. Trust in advertising
The social consumer

39. Case study

40. 3000 user generated slogans
+

52. 21,000 Slogans
100,000+ Visitors
9 mins 49 seconds
average time on site
838 h 59 mins
brand exposure
In Copenhagen Animated Characters
projected in a “virtual march”
on buildings around the summit.
Results

53. Case study

57. RESULTS
• 23,000 entrants
• 6400 from facebook
• 1200 from twitter
• 1337 photographers
• 5200 photos
• 22,500 votes
• 37,200 visits
• 487,000 page views
• Average time on site 9:49
• Average pages per visit: 13

58. Social media & email marketing

62. Recommendations
1. Add social media icons to your email communications
2. Add a “email subscribe form” to social media pages
3. Ask questions – Profiling with surveys and polls
4. Use Activities > covert prospects > social to email DB
5. What you learn in one space use in the other
6. Have a strategy
7. Get creative