SM 2 E= E=SM 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=MC 2 ) • Little known fact: sibling rivalry led to Emo’s discovery of a formula for Email and Social Media Marketing Success (E=SM 2 )
Questions that Emo’s Formula Answers SM 2 E=SM • 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 X 2 :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 Click Through Rate Conversion Rate (Vocal Minority) 26% – Wide Netters Wide Netters: Many friends, 87% many networks – Selectively Social: Few networks, many friends 25% Selectively Social 86% • Lower influence/potential (Silent Majority) 10% Social Placeholders – Social placeholders: Many 64% networks, few friends – Getting Started: Few 13% networks, few friends Getting Started 63% 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 Very effective Somewhat effective Not effective sharing at achieving Increase brand reputation 35% 58% 7% hard and soft email and awareness marketing objectives? Extend the reach of email 32% 57% 11% content to new markets • 72% say social is a “very” or “somewhat Increase the ROI from 22% 51% 28% email programs effective” way to grow email lists Generate more qualified 21% 55% 24% leads Accelerate the growth of 20% 52% 27% email lists Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
Email Needs Social… to Grow Lists • Social sharing leads Percentage change 2008 to 2009 year-over-year change Social sharing 32% in email list growth Site registrations with 14% tactics incentive Mobile capture 10% • Tactic used to offset Email append to offline declining list growth 8% addresses Offline - print advertising 6% Co-registrations 6% In-store displays 5% Paid search 5% Source / Methodology: ExactTarget 2009 Email List Growth Study / Mar 2009, N=351
Social Needs Email… to Gain Permission 95% • Email still the most acceptable channel for 85% permission-based messaging • Social media benefits from integration with 37% email by gaining opt-in permission 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 78% way to share content • Social benefits when content shared 22% 13% 4% Email a link Share on social Share offline Post to blog network Source / Methodology: MarketingSherpa & QInteractive Email User Survey / Fielded Oct 2009, N=245
Email and Social… Need Each Other • Are email marketers Yes, we have formulated a planning to integrate strategy and have already 27% implemented our integration social media into email campaigns? Yes, we have formulated a strategy and are researching 21% tools for implementation • Nearly half already have a strategy Yes, but we don't know where 18% to start No, but it sounds intriguing 15% No, I don't see the value in integrating email marketing 4% and social media 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 of 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
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