Email marketing optimization v1b

1. Presented by:
Debra Aho Williamson
Principal Analyst
@DebraWilliamson
J A N U A R Y 2 0 , 2 0 1 1
Social Media
Outlook for 2011
Sponsored by:

2. Trend #1
By 2012, 88% of
Marketers Will
Use Social Media

3. Four in five companies will use social
media tools in 2011; even more in 2012
Twitter: #eMwebinar

4. Changing consumer usage patterns
make social media a must
 Facebook is still growing. It’s a top site around the
world and the fourth largest in the US (comScore).
 Worldwide usage is rising. Six out of 10 frequent
internet users worldwide have a social network profile (UM).
 Brand interactions are increasing. Coupons,
deals and discounts are encouraging consumers to engage
with marketers.
Twitter: #eMwebinar

5. There’s still room for growth
36% 15%33%

6. However,
not every
industry has
adopted
social media
at the same
rate—and
some never
will

7. Trend #2
Social Media
Gets Its Share of
Marketing Dollars

8. More than 8 in 10 companies plan
spending increases this year
Twitter: @eMarketer @DebraWilliamson

9. Trend #3
Social Media Will
Be Integrated into
Marketing Planning

10. The more
experienced
companies
get, the
more they
realize the
need to
integrate
social media

11. Marketing
and PR are
much further
along than
other
corporate
departments
Twitter: #eMwebinar

12. How Intel and GM manage social media
“Intel has been an early adopter in social
media, but we haven’t funded it as well as
many of us would like. Social media is not
free. We don’t want to tap into our paid
media budget. We want to separate those
two while driving deeper integration between
paid and social media.”
—eMarketer interview with Kathleen Malone,
senior manager and social media strategist
“The brand teams have never budgeted their
own line items [for social media marketing].
Now, marketing rightfully is becoming more
involved in the planning and budgeting, and
also the strategic side of it. The brands are
now baking social into their overall marketing
budget.”
—eMarketer interview with Christopher
Barger, global director of social media
Twitter: @eMarketer @DebraWilliamson

13. Trend #4
Offline Ad Budgets
Will Be Affected

14. As marketers
funnel more
funds toward
social media,
spending on
traditional
forms of
advertising
is falling
Twitter: #eMwebinar

15. Social media will rival email marketing
for budget increases
Twitter: @eMarketer @DebraWilliamson

16. Pepto Shelves Traditional Media
• July 2010: Cut traditional media
spending to 10%-20% of budget
• Created Facebook page, Twitter
feed
• Dec. 2010: Posted YouTube videos
starring ‘Hangover’ actor Ken Jeong

17. What Pepto Achieved
“The best results we’ve seen in years.”—P&G
• 200% increase in online buzz year-
over-year
• Sales volume up 7% in July,
August, November
• 83,000 Facebook “likes” (but only
284 Twitter followers)

18. Trend #5
Facebook is
Running Away
With the Display
Ad Market (or is it?)

19. Facebook
now gets
nearly one-
quarter of all
display ad
impressions
Twitter: #eMwebinar

20. But social media will also jockey with
search for ad dollars
Twitter: @eMarketer @DebraWilliamson

21. So keep your eye on this: Is Facebook
taking search dollars or display dollars?

22. Trend #6
Consumer Usage
of Social Media
Is Still Rising

23. Across all
generations,
more people
than ever
are using
social
networks

24. And usage frequency is rising, too

25. Some demographic trends
 75% of teens use Facebook. By age 17, 86% do
(Ipsos Public Affairs).
 85% of online users ages 45-54 use some
form of social media, plus 79% of the 55+ group
(Harris Interactive).
 If you are Hispanic, black and/or female you
are more likely to use Twitter. But overall, only
8% of online Americans do (Pew).
Twitter: @eMarketer @DebraWilliamson

26. Trend #7
“Like” Is Only the
Beginning of the
Brand Relationship

27. “Liking”
something is
easy—and
it’s become
very popular
Twitter: #eMwebinar

28. Some stats to
• Facebook serves over 2 billion “like” buttons every day
• Over 2 million websites have incorporated the functionality
• “Like” buttons that incorporate faces of friends are up to 10x
more likely to be clicked
Source: http://www.scribd.com/doc/45301351/Building-your-Social-Presence-Across-the-Web-Social-Plugins-and-APIs-Simon-Cross-Le-Web-Workshop-12-9-10

29. But is it too
easy to click
the “like”
button? And
does it
create a
sustained
customer
relationship?

30. Strategies for taking consumers from
“like” to love
 Quality may be more important than quantity.
Use your “likes” wisely; aim to drive more engagement, not
just collect fans.
 Ask why. Always strive to learn more: Why was some
content “liked” and some not? What does “like” mean to YOUR
consumers?
 Don’t assume that “like” lasts forever. It’s an
invitation to get closer, but it’s not an open door.
Twitter: @eMarketer @DebraWilliamson

31. Trend #8
Measurement Will
Move Beyond
Superficial Brand
Metrics

33. Brand metrics are still the most
common things to measure

34. Although
budgets are
rising, the
ROI question
is still not
answered
Twitter: #eMwebinar

35. Yes, Virginia, social media CAN deliver
customers
 There’s no excuse for not measuring.
47% of marketers aren’t even trying. What?!? (Econsultancy).
 36% of marketers have used social media to
convert a customer from first contact to sale.
Another 25% are getting close (R2integrated).
 Are we looking at measurement the wrong way?
A provocative viewpoint: Instead of tracking response to what you
do in social media, measure what consumers do and fit your
marketing into that.*
*Donna Hoffman & Marek Fodor, MIT Sloan Management Review, October 2010
Twitter: @eMarketer @DebraWilliamson

36. Trend #9
Location Is More
Than a Check-In

37. Mobile
social
network
usage will
more than
double
between
2010 and
2015

38. Location-
based
services
have surged
but aren’t
yet
mainstream

39. Checking in
motivated
by prospect
of value
exchange:
obtaining
useful
information
and finding
deals
Twitter: #eMwebinar

40. Marketer
spending
around
location is
starting to
ramp up

41. Trend #10
Coming up:
A preview of eMarketer’s
latest forecast for social
network ad spending in the
US and around the world.

42. Your Marketing Partner for Media, Content and Social Solutions
August 3, 2017
Our Content Studio:
•13,000 freelance content
creators
•2 million text articles and
videos in 2010
Media
Our Web Sites attract more than
100MM uniques each month
Content
Our Studio produced ~2M text
articles and videos last year
SocialSocial
Social
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powers 1B page views per month

43. Pluck: The Integrated Community Platform
August 3, 2017

44. Pluck: Comprehensive Offerings to Power Your Social Mix
August 3, 2017
Tools
Technology
People
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45. Engagement
8M+ interactions last month
Engagement
8M+ interactions last month
Insight
500K+ member focus group
Insight
500K+ member focus group
Conversion
“Twice the average trips to
stores.”
Lowe’s CEO Robert Niblock
Conversion
“Twice the average trips to
stores.”
Lowe’s CEO Robert Niblock
Pluck: Delivering Results That Brands Value
August 3, 2017
Learn more at www.pluck.com

46. Trend #10
Social Networks
Will Grab 11% of
US Online Ad
Spending in 2011

47. US social network ad spending
expected to rise 55% this year
11% of total
US online
spending
11% of total
US online
spending
Twitter: @eMarketer @DebraWilliamson

48. Worldwide ad spending on Facebook to
rise more than $2 billion this year
Facebook’s Power:
• Will represent 7.7% of US
online ad spending in 2011
• Will control 68% of
worldwide social network
ad spending in 2011
• Performance marketers
will make up as much as
60% of ad revenues
Twitter: #eMwebinar

49. Presented by:
Debra Aho Williamson
Principal Analyst, eMarketer, Inc.
Twitter Hashtag – #eMwebinar
Sponsored by:
Social Media Outlook for 2011
Questions & Answers
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