E= E=SM A Formula for Email and Social Media Marketing Success - - PowerPoint PPT Presentation

E= E=SM SM2

A Formula for Email and Social Media Marketing Success Sergio Balegno, Senior Analyst MarketingSherpa Friday, January 22, 2010

A Formula for Email and Social MarketingSuccess

• Emo Einstein, Albert’s

little brother (E=MC2)

• Little known fact:

sibling rivalry led to Emo’s discovery of a formula for Email and Social Media Marketing Success (E=SM2)

Questions that Emo’s Formula Answers

E=SM SM2

• Why and how do you segment and

prioritize social media audiences?

• What impact does social integration

have on email performance?

• Why do email and social media

marketing need each other?

Segment by Influence, Prioritize by Potential

• Segment target

audiences by social influence – Silent Majority – Vocal Minority – Social Authority

• Prioritize target

audience segments by viral potential

Silent Majority VP 1: 1:1

• Joins networks but

rarely participates

• Reads, watches and

listens to, but rarely shares, UGC

• Lower social influence
• Lower viral potential
• e. g. my Facebook (B2C)

Vocal Minority VP X: X:1 1

• Joins networks and

actively participates

• Shares UGC and posts

commentary

• Higher social influence
• Higher viral potential
• e.g. @sergiobalegno

a few hundred followers

Social Authority VP X2:1 :1

• Builds and actively

participates in networks and communities

• Creates, aggregates and

shares UGC, posts and moderates commentary

• Highest social influence
• Highest viral potential
• @chrisbrogan

100k+ followers

Impact of Segmentation on Email Performance

• Higher influence/potential

(Vocal Minority)

– Wide Netters: Many friends, many networks – Selectively Social: Few networks, many friends

• Lower influence/potential

(Silent Majority)

– Social placeholders: Many networks, few friends – Getting Started: Few networks, few friends

63% 64% 86% 87% 13% 10% 25% 26%

Getting Started Social Placeholders Selectively Social Wide Netters

Click Through Rate Conversion Rate

Source / Methodology: Acxiom / Aggregate and campaign level data, 2009

Email Tactics Used by Social Segment

• Silent Majority

Lower influence/potential

– Default segment due to inactivity – Email content to initiate clicks

• Vocal Minority

Higher influence/potential

– Self-segmented by sharing clicks – Email content for network sharing

• Social Authority

Highest influence/potential

– Existing list segment by PR, etc. – Email content for global sharing

Albert’s Reaction to Emo’s Formula

• “Emo, Schmeemo… it doesn’t

take a genius to figure out that Email and Social Media need each other”

• Albert steals Emo’s spotlight with

research proving his “Theory of (Email and Social) Relativity”

Email Needs Social… to Reach New Markets

• How effective is social

sharing at achieving hard and soft email marketing objectives?

• 72% say social is a

“very” or “somewhat effective” way to grow email lists

20% 21% 22% 32% 35% 52% 55% 51% 57% 58% 27% 24% 28% 11% 7%

Accelerate the growth of email lists Generate more qualified leads Increase the ROI from email programs Extend the reach of email content to new markets Increase brand reputation and awareness

Very effective Somewhat effective Not effective

Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

Email Needs Social… to Grow Lists

• Social sharing leads

year-over-year change in email list growth tactics

• Tactic used to offset

declining list growth

5% 5% 6% 6% 8% 10% 14% 32%

Paid search In-store displays Co-registrations Offline - print advertising Email append to offline addresses Mobile capture Site registrations with incentive Social sharing

Percentage change 2008 to 2009

Source / Methodology: ExactTarget 2009 Email List Growth Study / Mar 2009, N=351

Social Needs Email… to Gain Permission

• Email still the most

acceptable channel for permission-based messaging

• Social media benefits

from integration with email by gaining opt-in permission

95% 85% 37% 7% 4%

Email Direct mail Phone SMS Text Social network

Source / Methodology: ExactTarget Channel Preference Survey / Fielded Feb 2008, N=1,555

Social Needs Email… to Share Content

• Email most preferred

way to share content

• Social benefits when

content shared

78% 22% 13% 4%

Email a link Share on social network Share offline Post to blog

Source / Methodology: MarketingSherpa & QInteractive Email User Survey / Fielded Oct 2009, N=245

Email and Social… Need Each Other

• Are email marketers

planning to integrate social media into email campaigns?

• Nearly half already

have a strategy

4% 15% 18% 21% 27%

No, I don't see the value in integrating email marketing and social media No, but it sounds intriguing Yes, but we don't know where to start Yes, we have formulated a strategy and are researching tools for implementation Yes, we have formulated a strategy and have already implemented our integration

Source / Methodology: StrongMail 2009 Marketing Trends Survey / Fielded Jun e 2009, N=500+

Lessons Learned From a Sibling Rivalry

• Email and social media

need each other so integrate them

• Understand, define and

prioritize social segments

• f subscribers in your

email lists

• Target segments with

sharable content to extend reach and boost email campaign performance

Credits/Thank You

Big Thanks to:

• Emo Einstein
• Albert Einstein

Sergio Balegno MarketingSherpa @SergioBalegno Sergio.Balegno@MarketingSherpa.com