sipa 2012 email + social presentation, mike may, real magnet

copyright2012–www.realmagnet.com

How Email Marketers Can Become Experts at Social

Mastering the newest Permission-Based channel

Presented by: Mike May, Director of Insights

[email protected]


Why Marketers Swoon for Social

•  Inexpensive •  Scalable •  Unspecialized •  Immediate •  ROI

Email!


Social makes sense for the same business reasons as email.


How are Followers and Fans Valuable?

•  56% are more likely to recommend a brand after becoming a fan

•  78% who “like” on FB are fans of fewer than 10 brands

•  58% who “like” are already a customer •  76% who “like” never “unlike” •  50% are more likely to buy after becoming a fan


Social drives the same kind of engagement as email.


Mythbusting: How is Social Not Like Email?

•  If you have open subscription, true of email as well.

•  Gmail, Yahoo, Hotmail – know these people? •  Facebook, LinkedIn most Twitter accounts use

real names. •  Email: Know who read, clicked •  Social: Know who liked, commented, retweeted

#1. “I don’t really know who my fans and followers on FB and Twi;er are. With email I know who they are.”



•  True. Only 250 MM US FB users. (Out of 307 MM.)

•  But is “everyone” on your email list? •  Do you get 100% open rates? •  Whoever “everyone” is, you’re not reaching them

through email.

#2. “Not everybody uses social media, but everyone is on email.”



•  “On Facebook” and “At their desk, at work” are not mutually exclusive.

•  Water cooler effect: environment could make customers more susceptible to engagement

#3. “Business doesn’t get done in social media. It’s where people talk about where they went to lunch.”



•  Truer 1-to-1 conversations in Social •  Your customers talk back to you in Social •  Whole Foods’ Social Conversations

–  80% of tweets are part of individual conversations with customers

–  Only 1 in 5 are broadcast messages and promotions

#4. “I like email because of the one‐to‐one targeJng. With social, you’re just talking to a sea of nameless,

faceless, largely anonymous people.”


Where social is not exactly like email, it is also not exactly unlike email either.


Email vs Social: Tactically Different

•  Ambient Atmosphere



•  Ambient Atmosphere •  Message Length



•  Ambient Atmosphere •  Message Length •  Content Objectives



•  Ambient Atmosphere •  Message Length •  Content Objectives •  Audience Development



•  Ambient Atmosphere •  Message Length •  Content Objectives •  Audience Development •  Message Frequency


Email + Social: Strategically Similar

•  Customer controls the flow of content •  Attention is earned, not bought •  Growth is a function of skill and time, not

budget

The Only Permission-Based Channels


Email + Social: Engagement via Respect

Permission Attention Anticipation

Relevance

Targeting

Empathy

Value C

on

ten

t

RESPECT


Email + Social: Analytics Based Learning

“At these conversion rates, if we get to 2,000 Facebook fans we will sell 10% more babka each week!”


NOT Strategically Similar

Email : Online Advertising :: Hockey : Curling

Same media, different strategy, different tactics Being good at one does not mean you’re good at the other.


YES, Strategically Similar

Email : Social Media :: Erector Sets : Legos

Different media, same strategy, different tactics If you’re good at one, you’re good at the other.


Succeeding in social requires the same skills marketers have learned from email.


Channel Attribution: WHY

•  45 0’s worth of messages

•  Inevitable rise of Channel Specificity

•  Increase SIGNAL-TO-NOISE ratio

Optimize channel, not message


Why to Optimize Channel: RESPECT

Permission Attention Anticipation

Relevance

Targeting

Empathy

Value C

on

ten

t

RESPECT


Channel Attribution: HOW

1.  Measure Contribution by Channel 2.  Find New Content Appetites 3.  Tailor Content to “Uniquely Qualified”

Channel


Measure Contribution by Channel

Measure Contribution by Channel


Find New Content Appetites

Find New Content Appetites


Tailor Content to “Uniquely Qualified” Channel

Tailor Content to “Uniquely Qualified” Channel


Social media? It’s already second nature if you’re an

email marketer.


Questions?

Mike May [email protected]

@MikeMaySay

@RealMagnet facebook.com/RealMagnet

sipa 2012 email + social presentation, mike may, real magnet

Technology

comemail social

comemail vs social

social mastering

yourejustta social

true of email

fan copyright2012www

foods social conversations

email list