Email Gone Viral Email Share To Social
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Email Gone Viral: How To Extend Email Reach Through Social Sharing Loren McDonald, Silverpop @LorenMcDonald @Silverpop
description
Presentation on integrating email with social networks - a process called "share-to-social." From a Webinar with Penton Media, the presentation outlines 6 keys to sucessfully integrating email and social networks.
Transcript of Email Gone Viral Email Share To Social
Email Gone Viral: How To Extend Email Reach Through Social Sharing
Loren McDonald, Silverpop @LorenMcDonald@Silverpop
Email FTAF is The Old Viral
Less than 0.1% CTR
Social Email is The New Viral
0.5% CTR
One to One to Many
Extends the Reach of Email
Social network users are, on average, connected to
between 100 and 150 friends
24% average
increased reach
High-Value Sharers Emerge
Agenda
• How Does Share-to-Social Work?
• The 6 Keys to Success
• Key Takeaways
• Q & A
Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works
This is NOT Share-to-Social / SWYN…
But this is…
Insert Share Links
http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html
ESP Or Custom Coding
Personalized by recipient
Shared with Friends
The 6 Keys to Successful Integration of Social Networks and Email
6 Keys to Successful Social/Email Integration
Know What Motivates People to
Share
Target the Right Networks
Educate Subscribers on
Sharing
Optimize Design/ Link
Location
Create Shareworthy
Content
Test, Analyze & Refine
1. Understand What Motivates People to Share
What Motivates People to Share?
Contributing to the Conversation
Sharing benefits people through the value of the information shared in return
Self Interest
Sharing rewards the pocketbook
Altruism
Sharing makes them feel good
Validation
Sharing feeds the ego
Affinity
Sharing makes people feel more a part of the "community"
Prurience
Sharing makes people feel less guilty for gawking
2. Target the right social networks and media
Facebook Links Included 100% of the Time
B2B EmailsLinkedIn = 83%
Are 4 to 5 Networks the Right #?
Facebook is Most Effective
Which social networks drive the most additional email “views/opens”?
Facebook has highest social network effectiveness:• Average = 68%• Top Quartile average = 195%
Keys to Targeting the Right Networks
• Utilize third-party research
• Survey subscribers/Monitor network
activity
• Test and analyze click/share activity
• Identify subtrends
– e.g., High-value sharers
• Kill the losers
3. Educate subscribers on how/why to share
Why Education is Key
• Despite growth, “sharing” is still early
• Different levels of social adoption
• Sharing features/networks can differ in approaches
Share to Social in Action
Announce…
Explain...
Encourage
4. Optimize email sharing design and link location
Link Location - Top, Middle or Bottom?
Content, Content, Content
Eat Better America - Bottom
Eat Better America - Top
Dinner Made Easy – Near Top
5. Create shareworthy content
TrustworthyThe brand and
source of content or offer is widely
known and trusted.
Taps into Tribes
Message content speaks to tribal
groups within your subscriber base.
ObviousEssence of the email
content to be shared is obvious, simple to grasp.
Easy to ShareSharing links are easy to find and
use.
Social AcumenTargets the right
social networks and social acumen of
subscribers.
Creates ValueMust provide value or recipients will
not share with their networks.
Rewards/Incents
Incentives are naturally viral, but
come at a cost.
Great ContentWell-written, timely, unique content that
jumps out of the inbox.
8 Keys to Shareworthy Emails
What B2B Emails Are Shareworthy?
Relevant Articles
News / Press Releases
Event /Webinar Notifications
B2C - Recipes Are Naturally Viral
What’s Not Shareworthy?
× Long newsletters
× Highly Personalised Emails× Transactional
Emails
× Negative News
“Dough” + Valentine = Shareworthy
6. Test, Analyze and Refine for Increased Sharing
Test – What’s Working/Not Working
• Copy/Offers
• Link Style/Layout/Location
• Broad versus Narrow Focus Messages
• Viral-Only Messages
• High-Value Sharers…
Identify Key Influencers
• Identify recipientswho shared yourmessage
• Create lists of key influencers
• Target them with future offers andincentives
How to Measure Success
Process• Email share click-
through rate
• Network opens/rate
• Network clicks/rate
• Performance by
network• Who is sharing –
influencer rates
Output
• New subscribers
• Additional reach
• Conversions/revenue
Takeaways/Resources
Key Takeaways
• Narrow your network focus
• Make it easy to share
• Determine what your subscribers find most ‘Shareworthy’
• Identify and reward your key influencers
• Test everything and don’t be afraid to fail
Resources
• Emails Gone Viral, Social Sharing Benchmark Study
• Whitepaper, Email Marketing Goes Social
Silverpop Email Marketing Resources
@Silverpop
@LorenMcDonald
www.slideshare.net/
silverpop
www.silverpop.com
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