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HANSON DODGE CREATIVE
HANSONDODGECREATIVE
DIGITAL CHOCOLATE + PEANUT BUTTERBetter Marketing Outcomes with Social Media + Email Together
Sara MeaneyPartner, VP Social Media and Public Relations
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OVERVIEW
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QUICK INTRO
SOCIAL/DIGITAL LANDSCAPE
BEST PRACTICES
IMPLEMENTATION
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SOCIAL/DIGITAL LANDSCAPE
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WHO USES SOCIAL MEDIA?
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WHO USES SOCIAL MEDIA?
• 79% of adult Americans use the Internet
• 47% of of all adults have at least one social media account (doubled since 2008)• 92% use Facebook• 18% use LinkedIn• 13% use Twitter
Pew Internet & American Life Project
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WHO USES SOCIAL MEDIA?
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TEXT MESSAGING
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~5 billion Texts sent per day in the U.S.
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LANDSCAPE
• Internet usage, demographics, mobile
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EMAIL DOMINANT CHANNEL
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168 million emails sent per minute in the U.S.
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TRENDS IN EMAIL AND SOCIAL INTEGRATION
• Growth of mobile
• Gamification
• Location-based marketing
• The social in-box
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MOBILE GROWTH OUTPACING ALL PCS
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…EVEN MORE QUICKLY THAN PREDICTED
SMARTPHONES
ALL PCs
0 20 40 60 80 100 120
4Q'094Q'10
Source: International Data Corp. Feb. 2011
87.2%
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MOBILE EMAIL
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Source: Pew Research Center Apr. 2011
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GAMIFICATION
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• Earn rewards
• Incentives for action
• Loyalty beyond the inbox
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LOCATION-BASED MARKETING
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SHIFT IN INTERNET TIME
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THE SOCIAL INBOX
A recent study evaluated 500 million emails…
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30% higher CTR with Facebook and Twitter sharing buttons
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THE SOCIAL INBOX
But wait, there’s more…
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55% higher CTR with at least 3
different sharing options
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THE SOCIAL INBOX
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THE SOCIAL INBOX
The punchline…
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only 11.2%Of those 500 million
emails actually offer 3 or more sharing options.
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THE SOCIAL IN-BOX
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BEST PRACTICES
DESIGN FOR MOBILE
CALL TO ACTION IS KEY
DESIGN FOR USER CONSUMPTION
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27© Hanson Dodge Creative, All rights reserved.
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EMAIL IN A MOBILE WORLD
1. Design for mobile email consumption
2. Design for small screens
3. Design for touch screens
4. Test on multiple devices
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EMAIL IN A MOBILE WORLD
1. Design for mobile email consumption• Use MIME Multipart Format
• (send as both HTML and plain text)
• Subject lines 15 or less characters• Use preheader text opportunity: link to mobile-
friendly version
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EMAIL IN A MOBILE WORLD
2. Design for small mobile screens• Use images wisely• Simple, stacked layouts• Code between 480 and 600 pixels
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EMAIL IN A MOBILE WORLD
3. Design for touch screens• Fat fingers
• Apple recommends coding all links and buttons to a target area of at least 44 x 44 pixels
• Use images wisely
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EMAIL IN A MOBILE WORLD
4. Test on multiple devices• Various operating systems• Various manufacturers• Various models• Test frequently – evolution is constant
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CONVERT TO ACTION: CALL TO ACTION IS KEY
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10,000 tweets analyzedSource: Copyblogger.com
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CALL TO ACTION IS KEY
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CALL TO ACTION IS KEY
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When all else fails, just be pathetic.
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BE SPECIFIC
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• “Learn more about product”
• “Read more”
• “Sign up for news/updates”
• “Share”
• Friend us on Facebook for:• Friend-only prizes and deals• Funny stuff• The inside scoop not found elsewhere
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DESIGN FOR CONSUMPTION
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Source: Nielsen-Norman Group42 participants112 newsletters tested
• Far left column is key
• First 2-3 words
• Images catch attention
• 51 seconds on average
• Only 19% is actually read
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IMPLEMENTATION
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COMPLEMENTARY TOUCHPOINTS
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THEY FEED ONE ANOTHER
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trafficcontent
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NOT EVERYONE DIGS EMAIL CONTACT
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• Sub-segment your lists with those who subscribe to both email and social (where possible)
• Adjust your email campaigns accordingly
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USE EMAIL TO DRIVE SOCIAL
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USE SOCIAL TO DRIVE EMAIL
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KEY TAKEAWAYS TO DO IMMEDIATELY
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• Incorporate social sharing in all emails - 3 or more!
• Enable newsletter signup everywhere – especially on social channels
• Track all “share to social” links in your emails as part of your CTR analysis
• Repurpose your content across all channels – but optimize for each channel
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KEY TAKEAWAYS TO DO IMMEDIATELY
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• Design and build for mobile consumption
• Incorporate gamification concepts into your email/social programs
• Localize your efforts to drive offline actions
• Connect the dots across all touchpoints/channels
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EMAIL AND SOCIAL MEDIA:CONSUME TOGETHER FOR BEST RESULTS
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QUESTIONS?
THANK [email protected]