The Dark Art of Dark Social: Email, the antisocial medium which will not die
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Transcript of The Dark Art of Dark Social: Email, the antisocial medium which will not die
The Dark Art of Dark Social:Email, the antisocial mediumwhich will not die
#solo13 / #solo13dark
Alan CannDepartment of BiologyUniversity of Leicesterbit.ly/AJCannblog/DarkSocial
bit.ly/16Kvdha
Is it true?
ToolsMailchimp
FeedBurner
ReadNotify
Blog as CMS
Contributors
Carl Zimmer, carlzimmer.com, Friday’s Elkhttp://www.youtube.com/watch?v=jNodgEYFQ1w
Katy Alexander, Senior Marketing Manager, Nature publishing group
Nick Morris, University of Newcastlehttp://www.youtube.com/watch?v=sE7uJwDjdUc
Topics
• How to …• Ethics• Formats
• Recommendations
How to…
• Blog as CMS
• How to write an email newsletter
• Track email engagement
Ethics
1. Any task I ask email correspondents to perform in order to measure response rates has to be authentic, i.e. something that that might normally do.
2. Any task-based measurement has to offer the recipients a potential benefit for participating, for example, links to extra information or service that they want.
3. And?
Formats
• Linkfests.
• Conversation – attempt to engage: Nancy Mendoza - PEST not PUS (deficit model) It's not about numbers it's about engagement - strong vs weak ties.
Recommendations
• Start with your objectives, not the technology – what do you want to achieve?
• Always, always, always make email subscriptions opt in.
• Linkfests: Keep it brief! Images can be good links.
• Scheduling – stick to a schedule, don’t flood the inbox.