Presentatie van Andrew Kordek van Trendline Interactive op de E-mailmarketing Conferentie 2011 in Utrecht over e-mail en social media

1. Email and Social Media – Is
it a marriage made in
heaven or is it headed for
divorce?

2. Speaker
Andrew Kordek

4. Facebook
page
Actually use
Twitter
a Social
account
CRM system
Have a
Social CRM
system to
layer social
Hand Corporate
LinkedIn
data on top
of email s account
data
Down
Integrate
social and
If… Integrate
your email
email with
with a
combined social link
campaigns
Email
Integrate signup on
your email Facebook
with social page or
share Twitter
stream

5. Social Media Explained
Source: epicponyz.com

6. EMAIL
EXPLAINED

7. SOCIAL
NETWORKI
NG BEGAN
HERE 1971

8. EMAIL IS
FOR OLD

9. SOCIAL IS
COOL

11. SOCIAL
MEDIA
DOES
NOT
WORK

12. SOCIAL
MEDIA IS
NOT A
NEITHER IS EMAIL.
TACTIC.

14. Addressable Voice
Mobile Email Mobile Email
SMS SMS + MMS
IM IM IM IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail
Direct Mail Direct Mail
Telephone Telephone
Telephone Telephone Telephone
<1990 1990s 1999 2000s 2010
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print
Print Print Print
Display
Display Display Display Display Website
Website Website Website Search
Search Search Search Online Display
Online Display Online Display Online Display Paid Search
Landing Pages
Paid Search Paid Search Microsites
Landing Pages Landing Pages Online Video
Microsites Microsites Affiliate Marketing
Online Video Online Video Webinars
Blogs
Webinars Affiliate Marketing RSS
Affiliate Marketing Webinars Podcasts
Blogs Contextual
RSS Wikis
Mobile Web
Podcasts
MySpace
Contextual Behavioral
Wikis Facebook
Mobile Web Twitter
MySpace YouTube
Virtual Worlds
Augmented Reality
Widgets
Flickr
Location‐Based (e.g., Foursquare)

15. T O C U T
THROUGH THE
NOISE WE NEED
TO UNDERSTAND
W H A T
MOTIVAT
E S

19. CORPORA

20. AS
ASSETS,
THEY NEED
TO BE
CULTIVATED

21. PROTECTED

22. AND
UNDERSTOOD

23. THEY ARE IN
LIMITED

24. READERS,
LISTENERS &
VIEWERS

26. Source: ExactTarget, Subscribers Fans and Followers
ExactTarget,

27. SUBSCRIBERS
WANT MET

28. “Email let’s me
Your immediately scan
competition in subject lines and
clean out irrelevant
the inbox is or uninteresting
emails, leaving only
every email that what I am interested
in.”
is more relevant
“If after 2-3 emails
than your email there isn’t anything
relevant or exciting
enough to me, I
unsubscribe
myself.”

29. What motivated you to give a company, association, or
organization your email address?
To receive discounts and promotions 67%
To get a “freebie” in exchange for my email address 55%
Subscribers’ typical action when they are no longer
interested in a company’s permission emails
Click the link to “unsubscribe” 67%
Delete emails when they arrive 17%
Click the “spam” or “junk” button 8%
Nothing, just ignore the emails 6%
Setup a filter in my email program 2%
Source: ExactTarget, Subscribers Fans and Followers: Email X-Factors, A Research Report & The Social Break-Up

30. IN 2010, 43% OF ONLINE
POPULATION BELIEVE
THAT EMAIL IS “FUN”,
COMPARED TO 55% IN
2008*
*Merkle "View From the Digital Inbox 2011" (2011)

31. FANS WANT
T O B E

32. Source: ExactTarget – Subscribers, Fans and Followers: Facebook X-Factors

33. To receive discounts and
promotions 40%
To show my support for the company to others 39%
To get a “freebie” (e.g., free samples, coupon) 36%
To stay informed about the activities of a
company 34%
The company posted too frequently 44%
My wall was becoming too crowded with marketing posts
and I needed to get rid of some of them 43%
The content became repetitive or boring over time 38%
I only “liked” the company to take
advantage of a one-time offer 26%
Source: ExactTarget, Subscribers Fans and Followers: Facebook X-Factors & The Social Break-UP

34. FANS ARE FICKLE
71% REPORT BEING MORE
SELECTIVE ABOUT “LIKING” A
COMPANY THAN THEY WERE
LAST YEAR
ExactTarget "The Social Break-Up" (2011)

35. FOLLOWERS
WANT

36. To get updates on future products 38%
To stay informed about the activities of a
company 32%
Follow To receive discounts and promotions 31%
To get updates on upcoming sales 30%
The content became repetitive or boring over time 52%
My Tweet stream was becoming too crowded with
marketing posts and I needed to get rid of some of them 41%
Unfollow
The company posted too frequently 39%
I only “followed” the company to
take advantage of a 1 time offer 27%
Source: ExactTarget, Subscribers Fans and Followers: Twitter X-Factors & The Social Break-Up

37. EMAIL AND SOCIAL MEDIA
ACTIVITY ARE MANAGED
AS TWO SEPARATE
CHANNELS BY ALMOST
HALF OF COMPANIES
(45%).

38. 58% OF
MARKETE
RS SAY
CHANNELS
COMPETE
FOR

39. Space
t i on
ca
mun i
A cc C om Lis
epta t en
nce i ng
Re
sp
e ct
ve
Lo

41. Growth Content
Data
Campaigns
Audience
Fit
Metrics

43. Audience
Fit

44. “Each channel
Content
companies use
should be
customized for that
group so that each
group feels
important. That way
a consumer can
follow on Twitter,
Facebook, and by
email and not be
overloaded with the
same information.”

45. Content
• Consider humanizing
your content
• Pull in social content
• Pull in user generated
content
• Tweets
• Reviews
• Connect your brand
• Speak using a voice and
not in marketing speak.

46. Email messages that include
a social media sharing
option generate a 30%
higher click-through rate
(CTR) than those without
sharing options- and
messages with three or
more sharing options
generate a 55% higher CTR.
GetResponse "Email Marketing and Social Media
Integration Report" (2010)

47. Roughly 80% of
marketers say that
social sharing "extends
the reach of email
content to new
markets" (81%) and
"increases brand
reputation and
awareness" (78%).
Source: Silverpop
- MarketingSherpa "Email Marketing Benchmark
Survey" (2010)

48. Growth
54.12% of US small
businesses plan to
allow users to sign
up for emails
directly from social
media sites, like
Facebook.
AWeber "Email Marketing Customer
Survey" (2010)

49. Growth

50. Growth

51. Growth

52. Email Top Half
Campaigns
Bottom Half

53. Campaigns

54. Metrics
• Website traffic generated by social links
• Number of comments or discussions on FB or
LinkedIn from content delivered via email
• Social sharing rates
• Opt in rates from social sign up forms
• CTR’s on social buttons in email templates
• Subscriber referral value

55. Data

56. Data
Data

57. Final Thoughts
• Social/Email integration is evolving, don’t emulate everyone else
• Message each channel differently
• Sharing is emotional. Give them a REALLY GOOD reason to share
• SWYN may not be right for your email program
• Find ways for channels to work FOR one another
• Move beyond the button
• EVERYONE is in this together. Work as a team
• Social & email integration is a business description, not a
technical one
• Accept that it is channels working together on content, timing
and execution….for a common goal

62. HOW WILL
YOU
DEMONSTR
ATE

63. Thank You
Get Started
Andrew Kordek, Chief Strategist
Web: www.trendlineinteractive.com
Twitter: @trendlinei or @andrewkordek
Skype: andrew.kordek
Email: andrew@trendlineinteractive
**Any other method you see fit**