Marketers have dramatically expanded their use of social media marketing from an average of one platform per company in 2006 to eight in 2009. Businesses are increasingly becoming comfortable with the idea of having multiple engagement points with different categories of customers in appropriate social media venues.
The growth of engagement marketing has actually increased the value of e-mail, particularly with consumer-facing companies. E-mail has become the force that binds together distributed and often disaggregated social activities and the integration point for customer information. Social media platforms also present an opportunity to drive e-mail subscriptions through multi-platform promotion.
This presentation briefly describes the significant changes that multi-platform social media is driving in the marketing landscape and outlines some emerging best practices for combining new platforms with existing e-mail promotion.
19. Generational Differences How US Female Internet Users Share Information About Products They Like Source: EMarketer
20. Because It Works 75% of daily social media users say e-mail is the best way to communicate them, compared to 65% of all e-mail users 49% of Twitter users say they made an online purchase because of e-mail, compared to 33% of all e-mail users --Nielsen Co “Newsletters will be a big part of our strategy for 2010” --Scott Monty, Ford Motor Co. Center for Media Research
21. Social Marketing Goes Multi-Platform Platform Adoption by Year Paul Gillin Communications Research 55 respondents
23. Positive ROI Perception What has been the business impact of your company's use of multiple social media platforms? Paul Gillin Communications Research
24. Integration Is a Top Priority 37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra). 55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail). Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail) Source: EMarketer
25. What is Social CRM? “Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects. Social CRM is growing out of a completely different need -- the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.“ --Brent Leary in Inc. magazine
26. Go Where the People Are 32 million members 44 million members 400 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members
27. Humanize Interactions Trust Equation: People Relate Differently to Humans Than They Do To Brands (So Let Your People Go)
34. Generate Content “Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews. In addition, review readers are 62% more likely to continue to engage.” --BazaarVoice Case Study
35. Straight Talk Features top-rated customer favorites Publishes real customer testimonials
51. Don’t Just Say “Follow Us On Twitter” Promote benefits of membership Describe content Offer multiple topical destinations Embed widgets to keep people on site