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, MarketingSherpa, @sergiobalegno
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 – Present and substantiate an issue – Panel discusses issue, best practices and solutions – Audience asks questions and/or shares insights – Next issue
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?
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
Why Aren’t More Email Marketers Social Sharing? • Chart: Barriers Major barrier Minor barrier Not a barrier preventing email Lack of a clear email social 39% 36% 17% marketers from sharing strategy implementing social Inability to measure or prove 35% 38% 18% sharing tactics ROI • Panel: Which barriers to Lack of budget funding 28% 39% 26% adoption are preventing clients from adopting Email service provider lacks 22% 24% 31% social sharing capabilities social? • Audience: Questions or Management resistance to the 18% 28% 47% use of social media share your insights on overcoming barriers Conflicts with other department 6% 18% 61% managing social media Source / Methodology: MarketingSherpa's Email Marketing Benchmark Survey / Fielded Jul - Aug 2009, N=1493
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
How to Implement a Social Sharing Strategy • Chart: Email goals that Phase III: Strategic Phase II: Transition Phase I: Trial Increase brand social sharing achieves 42% reputation and 29% very effectively, by awareness 21% phase of social Extend the reach of 39% marketing maturity email content to 33% new markets 13% • Panel: How do email 27% marketers develop a Generate more 15% qualified leads strategy for social 16% sharing? Increase the ROI 27% from email 18% • Audience: Questions or programs 11% share your insights on 26% Accelerate the developing a social 15% growth of email lists 14% sharing strategy Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
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 other 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
How Social Metrics are Targeted and Measured Targets objective and measures progress • Chart: Social program Targets objective but doesn't measure progress Doesn't target objective objectives marketers are Increase website 73% 21% 5% targeting and measuring traffic • Panel: How should email Increase sales 56% 30% 13% revenue marketers target and measure social metrics? Improve search 56% 24% 20% engine rankings • Audience: Questions or Increase lead share your insights on 53% 32% 15% generation targeting and measuring Increase brand or social marketing metrics 36% 57% 7% product awareness Improve brand or 34% 55% 10% product reputation Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
Credits/Thank You Big Thanks to our panelists: – Greg Cangialosi, Blue Sky Factory, @gregcangialosi – Joel Book, ExactTarget, @joelbook – John Doub, e-Dialog, @johndoub Sergio Balegno, MarketingSherpa @SergioBalegno Sergio.Balegno@MarketingSherpa.com
Recommend
More recommend
