Joint presentation from Loren McDonald, SIlverpop and Brian Brown, ideapark at the MIMA Annual Summit on the key success factors for incorporating social sharing into your email marketing program and messages.
10. Agenda and Goals Agenda How Does Share-to-Social Work? The 6 Keys to Success Key Takeaways Q & A Goals Provide context Better understanding of sharing Share best practices Provide benchmarks
33. Why Education is Key Despite growth, “sharing” is still early Different levels of social adoption Sharing features/networks can differ in approaches
55. Test – What’s Working/Not Working Copy Link Style Link Location Broad versus Narrow Focus Messages Viral-Only Messages High-Value Sharers…
56. Identify Key Influencers Identify recipientswho shared yourmessage Create lists of key influencers Target them with future offers andincentives
57. How to Measure Success Process Email share click-through rate Network opens/rate Network clicks/rate Performance by network Who is sharing – influencer rates Output New subscribers Additional reach Conversions/revenue
61. Key Takeaways Narrow your network focus Make it easy to share Determine what your subscribers find most ‘Shareworthy’ Identify and reward your key influencers Test everything and don’t be afraid to fail
62. Resources Whitepaper, Email Marketing Goes Social Emails Gone Viral, Social Sharing Benchmark Study Shareworthy card
64. Contact Information brian@ideapark.com @idpkbrian www.ideapark.com lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com
Notes de l'éditeur
The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
B2B Marketing emailB2B email marketing and social
Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.