SLIDE 1
Session Overview: Marketing at the Intersection of Email and Social Media
- Interactively address social sharing issues (the tactic of sharing
email content with social sites)
- How we’ll proceed
They Are: The Intersection of Email and Social Media Panelists - - PowerPoint PPT Presentation
They Are: The Intersection of Email and Social Media Panelists - - PowerPoint PPT Presentation
Connect with Subscribers Wherever They Are: The Intersection of Email and Social Media Panelists Greg Cangialosi, Blue Sky Factory, @gregcangialosi Joel Book, ExactTarget, @joelbook John Doub, e-Dialog, @johndoub Moderator Sergio Balegno,
SLIDE 2
SLIDE 3
Social Sharing Issues for Panel Discussion and Audience Questions / Insights
- What are the barriers to adoption and why aren’t more email
marketers overcoming them?
- Why do email marketers need a social sharing strategy and how
do you implement one?
- How do email marketers target and measure social marketing
ROI and other social metrics?
SLIDE 4
Issue: Barriers Preventing Adoption of Social Sharing Tactics
- 71% of email marketers also play a role in managing or
performing social marketing, yet…
- Only 30% of email marketers have enabled social sharing in
their campaigns
- And 89% of those say it effectively extends the reach of email to
new markets
SLIDE 5
Why Aren’t More Email Marketers Social Sharing?
- Chart: Barriers
preventing email marketers from implementing social sharing tactics
- Panel: Which barriers to
adoption are preventing clients from adopting social?
- Audience: Questions or
share your insights on
- vercoming barriers
6% 18% 22% 28% 35% 39% 18% 28% 24% 39% 38% 36% 61% 47% 31% 26% 18% 17%
Conflicts with other department managing social media Management resistance to the use of social media Email service provider lacks social sharing capabilities Lack of budget funding Inability to measure or prove ROI Lack of a clear email social sharing strategy
Major barrier Minor barrier Not a barrier
Source / Methodology: MarketingSherpa's Email Marketing Benchmark Survey / Fielded Jul - Aug 2009, N=1493
SLIDE 6
Issue: Lack of Social Sharing Strategy
- Social strategy is key to achieving email goals
– 33% in Trial Phase of social marketing maturity
- No strategy used, social platforms are implemented first
– 40% in Transition Phase of social marketing maturity
- Informal strategy is used and performed randomly
– 23% in Strategic Phase of social marketing maturity
- Formal strategy is used and performed routinely
Source: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
SLIDE 7
How to Implement a Social Sharing Strategy
- Chart: Email goals that
social sharing achieves very effectively, by phase of social marketing maturity
- Panel: How do email
marketers develop a strategy for social sharing?
- Audience: Questions or
share your insights on developing a social sharing strategy
14% 11% 16% 13% 21% 15% 18% 15% 33% 29% 26% 27% 27% 39% 42%
Accelerate the growth of email lists Increase the ROI from email programs Generate more qualified leads Extend the reach of email content to new markets Increase brand reputation and awareness
Phase III: Strategic Phase II: Transition Phase I: Trial
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
SLIDE 8
Issue: Inability to Measure Social ROI
- 73% say inability to measure and prove social ROI a barrier to
social sharing adoption
- 77% say importance of measuring and proving social ROI and
- ther metrics will increase in 2010
- Is the inability to measure social ROI simply a misconception?
Source: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
SLIDE 9
How Social Metrics are Targeted and Measured
- Chart: Social program
- bjectives marketers are
targeting and measuring
- Panel: How should email
marketers target and measure social metrics?
- Audience: Questions or
share your insights on targeting and measuring social marketing metrics
34% 36% 53% 56% 56% 73% 55% 57% 32% 24% 30% 21% 10% 7% 15% 20% 13% 5%
Improve brand or product reputation Increase brand or product awareness Increase lead generation Improve search engine rankings Increase sales revenue Increase website traffic
Targets objective and measures progress Targets objective but doesn't measure progress Doesn't target objective
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
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