Silverpop Mocial Survey WP

8/2/2019 Silverpop Mocial Survey WP

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SILVERPOP

MOCIAL SURVEY:

Email.Marketing.Automation

How CompaniesAre Using Social,

Mobile, Localand EmailA Silverpop White Paper


http://slidepdf.com/reader/full/silverpop-mocial-survey-wp 2/6www.silverpop.com © 2011 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

WHITE PAP

Silverpop Mocial Survey:How Companies Are Using Social, Mobile, Local and Email

Successful marketers know that they need to go where their customers are. But in today’s world gone “mocial,” in

which mobile, social and local forms of communication mix and mingle with email in new and unexpected ways,

where exactly is that?

To gain a better understanding of how today’s marketers are using—and plan to use—various mocial mediums to communicate

with customers, Silverpop polled more than 500 online marketers regarding their use of social, email, mobile and local forms of

communication. We found varying levels of mocial adoption and pinpointed several notable areas in which there is room for growth.

Study Findings and Summary

While usage patterns and best practices are still developing in the mocialworld, Silverpop’s survey identied several key trends:

• Few companies are using social and mobile to drive email

opt-ins. Despite the opportunity to drive new customers to the email

channel, only about one in 10 companies are offering an email opt-

in on their Facebook pages—and even less use SMS to increase

email subscriptions.

• Email lists still trump Facebook and Twitter followers. Though

the average ratio of email subscribers to Facebook likes or Twitter

followers varies based on industry and company size, companies

across the board average several times the number of email sub-

scribers to Facebook/Twitter members—and in many cases the ratio

is 50:1 or greater.• Mobile marketing initiatives are still evolving. Although the majority

of respondents plans to unroll mobile apps by the end of 2012, only

about 1 in 10 foresees their company using local check-ins.

• Preference centers have room for improvement. The only constant

among the channels offered in preference centers is email, leaving

plenty of opportunity for savvy marketers to connect with channel-

choosy customers and prospects by providing additional options.

• Mocial planning and integration is in the early stages. Few

respondents said their marketing programs are fully integrated,

and most are still wrestling with how to measure and evaluate

these initiatives.

Overall Channel Integration According to Compete.com, more than 250 million active users log on

to Facebook on any given day—it has become the second most popular

destination on the Web. Chatting, tweeting, texting, checking in and even

conducting business on mobile devices is the norm, and smart phone apps

are moving users off the Web. The world has gone mocial, and marketers

must upgrade their programs to keep up.

Email, mobile, social media and location-based services each have their

own special place in a successful marketing campaign and should be

leveraged to reinforce each other. According to Silverpop’s survey, most

marketers are making some effort toward achieving integrated campaignacross channels, but there is still ample room for improvement. When

respondents were asked to indicate the level of integration within their

marketing initiatives, only 17 percent indicated full integration across

their email, social and mobile programs.

To achieve maximum impact, you should aim to integrate mocial efforts

whenever possible, capturing email addresses via Facebook, driving your

Twitter followers to your blog with a teaser tweet, and blogging about an

exclusive SMS promotion—and vice versa.

Goals, Measurement and TrackingJust like anything else in marketing, as something grows, you want to

measure it. Mocial is no different. You should be aligning your mocial

metrics with the key performance indicators your company is already

familiar with. Paying attention to more traditional metrics such as

exposure, inuence and engagement is important when evaluating

the success of these channels, but you should also keep an eye on

conversions and revenue growth.



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www.silverpop.com © 2011 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

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Silverpop’s mocial study reveals that marketers are currently placing

the greatest emphasis on quantity, with half of survey respondents

measuring follower growth. While fan base size is important to monitor,

it’s also critical to observe engagement, reach and sentiment. Are users

engaging with you, and if they are, are their comments negative, positive

or neutral? And how are these metrics tying back to your overall goals?

Keeping an eye on these areas will help you better understand how yourmessages are stacking up against your customers’ needs and desired

level of engagement with your brand.

As consumers become increasingly “channel-choosy”—preferring SMS

for ight delay notications, email for upgrade and mileage status, and

a Facebook feed for airline promotions, for example—offering more

options could be the difference between strongly engaging a customer

or prospect and having that contact opt out. As appropriate, offer several

types of communication channel choices at opt-in, throughout the

relationship and as an alternative to unsubscribing.

Preference CentersGiving customers and prospects options for how you communicate with

them is one of the best ways to capture key data, increase message

relevancy, reduce list churn and boost revenue. Yet the vast majority of

companies continue to offer limited options to subscribers beyond email.

According to Silverpop’s survey, roughly one out of four companies

offered Twitter and Facebook options, and only one out of 10 provided

subscribers the opportunity to sign up for an SMS messaging program or

download a mobile app.

Building preference centers that give subscribers different channel options

such as SMS, both empowers your customers and prospects and gives you

another touch point for connecting with them.

Social Media PresenceLocation, location, location means two things in a mocial world:

remembering that your customers are on the go, and going where they

are. To see where survey respondents are currently spreading their

mocial mojo, Silverpop examined respondents’ current presence on socia

networks and location-based websites. Not surprisingly, the dominantsocial media channels the surveyed marketers use are Twitter and

Facebook. It makes sense why companies want to be on these sites—

there are more than 200 million Twitter users and nearly 600 million

Facebook users, and according to Facebook those users spend more than

700 billion minutes per month on the site.



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YouTube was a surprisingly close third among survey respondents—

perhaps indicating a growing interest in the power of video to connect

with customers and prospects—while marketers’ use of location-based

services such as Foursquare and Gowalla shows room for growth.

When deciding where you should build a social media presence, it’s

important to consider where your specic audience is. For example,

B2B companies might focus their efforts on Twitter, with B2C companiesopting for Facebook. Yet beyond these larger social networks, there may

also be opportunities with vertically focused communities or media-

sharing sites such as Digg, Flickr, SlideShare and other social media sites

that are closely aligned to your subscriber base and their social habits.

Bottom line: Your efforts will be lost if you’re hanging out with the wrong

crowd. In the new mocial world, popularity is important, but not everything.

Email to Social RatioDespite the growing interest in social media, mobile apps and location-

based services, email isn’t dead or even dying. Worldwide, there are nearly

a billion more email accounts than social network accounts according to

research by the Radicati Group, and a 2011 Merkle study found that emailis the preferred method of commercial communication for nearly three-

fourths of adults. While it’s important (even crucial) to include newer chan-

nels in your marketing mix, it’s also important to remember that you will still

probably reach many more people via email—with the potential to connect

via highly relevant, personalized, behavior-driven messages.

Silverpop’s mocial survey found that, on average, respondents’ email list

size trumps their number of Facebook likes 70:1 and surpasses Twitter

followers 90:1. In general, the smaller the email list size, the larger the

ratio of email subscribers to Facebook “likes.” Interestingly, the reverse

is true for Twitter, with companies with smaller email lists having a lower

email-subscriber-to-Twitter-follower ratio.

For B2B marketers, Silverpop’s survey suggests the difference may be

even greater. For these companies, who likely deal with higher price

tags and longer buying cycles, the ratio of email program subscribers to

Facebook likes was 88:1 on average, while the ratio of email subscribers

to Twitter followers was a surprisingly high 290:1.

Social media channelRao of email subscribersto “likes” or followers

Facebook 70:1

Twier 90:1

Email subscribersRao of email subscribersto Facebook “likes”

1 million + 20:1

250,000 to 999,999 95:1

100,000 to 249,999 160:1100,000 and under 450:1

Audience typeRao of email subscribersto “likes” or followers

B2B – Facebook 88:1

B2C – Facebook 50:1

Both B2B and B2C –Facebook

53:1

B2B – Twier 290:1

B2C – Twier 50:1

Both B2B and B2C –Twier

77:1

Email subscribersRao of email subscribersto Twier followers

1 million + 470:1

250,000 to 999,999 280:1

100,000 to 249,999 100:1

100,000 and under 40:1

Given most companies’ larger email list sizes, marketers should use

the channel to promote their organization’s social pages. Within your

emails, invite subscribers to “like” or “follow” your social network

pages, include social-sharing links where applicable, and drive return

trafc by announcing special promotions on Facebook, etc.



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Email Opt-ins According to survey responses, using a mocial channel to grow

your email database is one area where there’s tremendous room

for growth. Only 10 percent of survey respondents indicated email

opt-ins on their company’s Facebook page, and only 4 percent of

companies currently offer opt in via SMS.

Marketers shouldn’t miss the chance to use social pages as a

collection point for opt-ins to the email program. If you have a

Facebook page, for example, make sure to place an email opt-in link/

form there, following the same best practices you would elsewhere,

such as not forcing new subscribers to ll out a detailed form right

at the start.

And don’t forget about mobile. While few people on a trade show

oor are walking around carrying a laptop (if they can even get a

Wi-Fi connection), most if not all of them will have a mobile device.

Encourage them to opt in to your email program via SMS.

On the retail side, invite consumers to opt in to your email program

at the point of purchase via texting their email address, greatlyincreasing opt-ins and reducing the bad addresses and bounces that

can result from human error when retail employees type in the wrong

consumer email addresses.

Including an email sign-up on your

Facebook page is an easy way to add friends and

inuencers from the social channel to your email channel,

where you can send them personalized, behavior-driven messages.



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Mobile ApplicationsWith Juniper Research estimating that 25 billion mobile applications will

be downloaded by 2015, apps are becoming much more than a novelty–

they are developing into a key way to both strengthen the use of other

channels and interact with customers or potential customers.

Thirty-three percent of survey respondents indicated that their companyalready has a mobile app, while another 30 percent plan to add one in

the future. Of those who are focused on mobile apps, the bulk of attention

is being directed at the iPhone/iTouch and the iPad.

While marketers adding this powerful tool to their communication arsenal

will likely gain an edge on the competition, they would be wise to pair

mobile applications with an email welcome program that provides tips

on getting the most out of their respective apps. With industry research

indicating that one in four apps is only used once, this would help ensure

that downloaders stay engaged with your brand.

Local Check-insCheck-ins and daily deals are fast becoming the new coupons. And using

the latest marketing technology, marketers can create personalized, loca-

tion-based marketing messages that are delivered at the time of check-in.

Despite the potential of local check-in programs to engage customers,

only 1 in 10 survey respondents is currently implementing such a pro-gram or planning to do so. Given the inherent relevancy of local market-

ing initiatives and the growing proliferation of smart phones, tablets and

mobile applications, marketers should take a careful look at whether a

local check-in program makes sense for their business.

ConclusionWith billions of people performing some combination of logging onto

social networks, downloading mobile applications, and “checking in” at

various locations, it’s safe to say that the mocial phenomenon is here to

stay. And given the billions of people who use email and the channel’sclose ties to mobile and social use, how marketers integrate these various

mediums will be critical to their success in the years ahead.

By thinking more strategically about your mocial goals, leveraging each

channel to strengthen the other, and constantly shifting your use of these

channels to match consumer usage patterns and expectations, you’ll be

on your way to achieving success in this new mocial world.

Survey MethodologyTo compile benchmark data that would help marketers learn from each

other, Silverpop conducted a detailed survey of more than 500 marketers

in April 2011 regarding the use of social, mobile, local and email chan-

nels and marketing initiatives.

Americas/Corporate Headquarters Silverpop Systems Inc. | 200 Galleria Parkway, Suite 1000 | Atlanta, GA 30339, U.S.A. | Phone: 866-SILVPOP (745-8767) | [email protected]

EMEA Silverpop Systems Ltd. | 52 Upper Street, Suite 119 | London N1 0QH, United Kingdom | Phone: +44 20 7288 6343 | [email protected]

German Headquarters Silverpop System | Elisabethstraße 91 | 80797 München | www.silverpop.de | [email protected]

Asia-Pacic Engage Digital Pty Ltd | 435 Kent Street | Sydney NSW 2000, Australia | Phone: +61 2 8070 9230 | [email protected]

To nd out more about Silverpop’s Engage platform and how it can benet your company, please contact our ofce nearest you.

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