Post on 10-May-2015
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DIGITAL CHOCOLATE + PEANUT BUTTER
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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
Overview
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.
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Pew Internet & American Life Project
Who uses social media?
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Pew Internet & American Life Project
Text messaging
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~5 billion texts sent per day in the U.S.
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Email dominant channel
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168 million emails sent per minute in the U.S.
Trends in email and social integration
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• Growth of mobile.• Gamification.• Location-based marketing.• The social in-box.
Mobile growth outpacing all PCs
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…even more quickly than predicted
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SMARTPHONES
ALL PCs
0 20 40 60 80 100 120
4Q'094Q'10
Source: International Data Corp. Feb. 2011
Mobile email
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Source: Pew Research Center Apr. 2011
Gamification
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• Earn rewards.
• Incentives for action.
• Loyalty beyond the inbox.
Location-based marketing
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Shift in Internet time
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The social inbox
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A recent study evaluated 500 million emails…
30% higher CTR with Facebook and Twitter
sharing buttons.
The social inbox
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But wait, there’s more…
55% higher CTR with at least 3
different sharing options.
The social inbox
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The social inbox
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The punchline…
Only 11.2%of those 500 million emails
actually offer 3 or more sharing options.
The social inbox
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Best practices
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• Design for mobile.
• Call to action is key.
• Design for user consumption.
• Listen. Pay attention.
It’s a mobile world, afterall
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Email in a mobile world
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1. Design for mobile email consumption.
2. Design for small screens.
3. Design for touch screens.
4. Test on multiple devices.
Mobile consumption
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1. Design for mobile email consumption.
• Use MIME Multipart Format (send as both HTML and plain text).
• Subject lines 15 or fewer characters.
• Use pre-header text opportunity: link to mobile-friendly version.
Small screens
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2. Design for small mobile screens.• Use images wisely.• Simple, stacked layouts.• Code between 480 and 600 pixels.
Fat fingers
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Touch screens
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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.
Device agnostic
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Device agnostic
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4. Test on multiple devices.• Various operating systems.• Various manufacturers.• Various models.• Test frequently – evolution is constant.
Convert to action: Call to action is key
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10,000 tweets analyzedSource: Copyblogger.com
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.
Be specific
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• “Learn more about ProductX.”• “Read more about Topic.”• “Sign up for news / updates.”• “Tell your friends”• Like us on Facebook for:
- Friend-only prizes and deals.- Funny stuff.- The inside scoop not found elsewhere.
Design for consumption
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• Far left column is key.
• First 2-3 words.
• Images catch attention.
• 51 seconds on average.
• Only 19% is actually read.
Source: Nielsen-Norman Group42 participants112 newsletters tested
Pay attention
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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.
Implementation
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Complementary touch-points
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They feed one another
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trafficcontent
They feed one another
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They feed one another
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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.
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.
Email and social media:Consume together for best results.
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QUESTIONS?
THANK YOUSara Meaneysmeaney@hansondodge.com414.412.5642@sarameaneywww.hansondodge.com