Marketing Goes Social

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1 Marketing Goes Social

2 Let s talk social sharing in ... Marketing shifts How intersects with social Case example 58 million recipients tell us what works Hints and tricks to get you started

3 Marketing has forever changed

4 The old way of speaking to customers has shifted...

5 From Push... Direct Mail, Bulk , Radio, TV,...

6 ...to Pull... Search, PPC, Blogs

7 ...to Engagement and Sharing Social, Conversations, Participation, Feedback,UGC

8 Your brand used to be defined here...

9 ...Now it s defined here. By your market... Not just your marketing!

10 The exploding Groundswell Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.

11 Let s consider the implications You define your brand and influence it. You help shape it. But, you do not control it.

12 Let s consider ALL the implications You have 24/7 market insight. More (and less costly) methods of engaging. Tens of thousands of people who can and will carry your message forward.

13 The power of social media In 2008, 33% of online users were monthly users of social networks 1 Social network users are, on average, connected to between 150 and 200 friends 3 40% of participants use social sites to gather product information and recommendations 4 1. Social Media Consumption Jupiter Research, September 23, Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy, Forrester Research, April The Benefits of Facebook Friends: Social Capital and College Students Use of Online Social Network Sites, by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication 4. Targeting Influential Subscribers, JupiterResearch, July 2008

14 So is marketing dead?

15 is alive and well 92% of adult Internet users send or read far more than regularly visit any social network* According to The Direct Marketing Association and CMO Council, marketing outperforms virtually all other media in terms of ROI** delivers one of the lowest costs per order and 2-times the ROI of any other digital channel** *Pew American Life & Internet Study **AberdeenGroup

16 Integrating with Social

17 The efficacy of a normal campaign

18 Social networks expand virally

19 Social is the new viral

20 Extend your reach Brand exposure Impressions Acquisition List growth

21 Generate buzz Viral buzz Word of mouth Brand awareness

22 Generate more than just buzz Reach more buyers In more places With less effort And little to no additional expense

23 Identify your influencers Loyal enthusiasts Brand evangelists Your connection to a wider market

24 Case Study National Express East Coast Trains

25 National Express East Coast Trains Company Overview National Express ECT are a UK National Train Operating Company Have a well established communications program which includes targeted content for newsletters and special offers Challenge Wanted a cost effective and efficient way to get their offers, already well received, into the wider community Solution Integration of their communications with social networks through the utilisation of the new Share-to-Social

26 National Express + Share to Social

27 Recipient taken to social site

28 Results 800 recipients shared the offer 80,000 additional impressions 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard s

29 Making it work for you Hints and Tips

30 Make your messages Shareworthy Build trust and engage with your customers. Know what motivates your customers. Keep the message simple. State the value. Make sharing options visible and easy.

31 What B2C s are Shareworthy? Great offers New season / product announcements Sale Notifications

32 What B2B s are Shareworthy? Relevant Articles Event /Webinar Notifications News / Press Releases

33 What s not Shareworthy? Long newsletters Highly Personalised s Transactional s Negative News

34 A First Look 2009 Social Sharing Study

35 Branding in subject line 89% increase in sharing activity 58% increase in OPENS of shared content 293% increase in CLICK THORUGHS on shared content

36 Offer in subject line 24% increase in sharing activity 6% increase in OPENS of shared content

37 Business-to-Business 57% higher rate of sharing compared to B2C

38 Business-to-Consumer 2x more opens of shared content on network Than B2B 15x more clicks of shared content on network Than B2B

39 The Offer

40 Coupons resonate 130% more open activity 210% more click activity

41 Layout and Content

42 Placement and style matter Good Header or footer of . Matching style of font and text.

43 Placement and style matter Better Prominent placement in message body. 123% above average

44 Putting it to use

45 Add the links to your messages

46 Know what networks work for you

47 Optimize for those networks

48 Optimize for those networks

49 Getting started with social Focus on Shareworthiness Make it easy to share Monitor social buzz (and engage) Identify and reward your influencers Test everything and don t be afraid to fail

50 Resources Whitepaper, Marketing Goes Social Webinar, June 18th

51 <Insert Dialogue Here> On

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