social mobile local and email marketing
DESCRIPTION
In this webinar, Silverpop’s Loren McDonald offers his advice for leveraging social, mobile and local “mocial” channels to integrate with and support email marketing.Areas covered include:- Social registrations - Opt-in forms on Facebook pages- Share to social- Incorporating personality and "humanized" content to increaes engagement- Designing emails for mobile devices- Using mobiel apps, SMS, QR codes, tablets/iPads and check-in (Foursquare, Facebook) promotions to grow email opt-insTRANSCRIPT
Social, Mobile and Local: Why They Matter for Email Marketers
@Silverpop @LorenMcDonald
Digital Marketing Channel Explosion
Your Web site may no longer be the center of your universe Pre-Copernicus (1543)
25M
800M 250+M
Not a fad…but a way of life
75M
Q4 2010
Smartphone Sales Pass PC Sales
100+ Million Tablets Expected to Sell in 2012
25 billion downloaded by 2015
Juniper Research
Mobile Apps are Exploding
Mobile & Social are Converging
Foursquare Adding 1 Million Users a Month
Now 20MM
Over 3 million check-ins per day 500,000 using the Merchant Platform
Facebook also has 350MM
Mobile users
We call this “mocial”
mobile + social + local + email
Mocial
Social
Mobile Local
Facebook Request for Permission
Social Login – The new opt-in form
66% of people prefer social sign up
Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Source Janrain
Social Profile Data by Network
• Holiday card: Sent 12/24/10 • Facebook album: 150+ photos
added
“Doughboy” + Valentine = Shareworthy
Sharing Done Right – What’s Your Ice Cream?
[get pur-suh-nl]
1. Marketing content that speaks with a “human” voice.
2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.
3. Dude, lose the corporate speak.
• Service tone
• Human
• 50% conversion
How-to video
Let Customers Do the Selling
1/3 Increase in Orders and Sales
Social
Mobile Local
Going Mobile / Screensize-apalooza
Where is Your Email Being Read?
So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …
Old mouse New mouse
The New Design Challenge
Source: StyleCampaign.com, Litmus
Do Your Email’s Have the Touch?
Know Your Audience
Source: Unica Corporation/Pivotal Veracity
Mobile 64% higher
CTR
Regular
A/B test sent to frequent
mobile openers
SMS to Email Opt-in
Tablet/Kiosk Opt-in Collection
QR Codes to Email Opt-in
• Printed collateral • Tradeshow booth • Signage • TV
25+% of Apps Used Only Once
Apps: FB Connect & Email Opt-in
Social
Mobile Local
Gamification
Why should marketers care?
Loyalty
Check-in Marketing Opportunities
Local Offers Sweepstakes Twitter
Messaging
Email Marketing
Opt-Ins Increase Email Signups
Sweepstakes & Scavenger Hunts
Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
Sweepstakes Sign-Up
Email Confirmation
Participants Check-In
Don’t be afraid to jump in
About Silverpop
Contact
Loren McDonald Twitter: @LorenMcDonald [email protected] Google+: Loren McDonald
Twitter: @Silverpop www.slideshare.net/silverpop
www.silverpop.com