Reaching The Social Community With Email

Social CommunitySocial CommunitySocial CommunitySocial Community with Emailwith Email

Presented by

Reaching theReaching the

Introductions…Introductions…Introductions…Introductions…

Moderator:Moderator:

Dave HendricksEVP, Operations

Panelists:Panelists:

David DanielsVice President &Research Director

Tom GeraceCEO

Agenda…Agenda…Agenda…Agenda…

• An understanding of the social media market size and landscape

• What your peers think about the emerging social media channel

• How social networking is impacting email marketing

• Who is using social media and why it is an important part of the marketing mix

• How you can reach your customers using social media

• What the future holds for social media

What You Will Learn…

Technology is Putting

Consumers in ControlConsumers in Controlof the messaging…

-Social Communities -Blogs -Media Sharing -Widgets -Social Tagging -Bookmarking -Wiki

Social Media is

ChangingChangingthe way we communicate…

These shifts in communication are poised to have a

profound effectprofound effect on the media industry…

These shifts in communication are poised to have a

profound effectprofound effect on the media industry…

Now, more than ever, it’s the time for advertisers to

Join the Conversation.Join the Conversation.Join the Conversation.Join the Conversation.

By 2011, ½ of Online Adults½ of Online Adults and 84% of Online84% of Online TeensTeens will use Social Networking*

• All but two participants reported that their organizations leverage emailleverage email marketing

• A large majority of participants reported having at least one social networking accountat least one social networking account

• A small majority were claimed to “use social networks for routine communications”“use social networks for routine communications”

• 50% of participants indicated that their organizations have a social network presencehave a social network presence

• 75% of participants plan to do more with social marketingplan to do more with social marketing in the near future

Your Peers are

Getting Social*Getting Social*

Based on feedback from attendees of Datran Media’s webinar “Get Social with Your Audience: Reaching Consumers in the Social Media Inbox” 4/22/08

0% 20% 40% 60% 80% 100%

Other

Work or school

Opt in

Friends and family

Spam

2007 20062005 2004

Mean Percentage of Email Received to Primary Personal Account (user-perceived)

Question: Approximately what percentage of email received in your primary personal email account comes from the following?

Source: JupiterResearch/Ipsos Insight Consumer Survey (09/07), n = 2,454; (6/03), n = 4,046; (5/04), n = 3,688; (6/05), n = 3,994; (9/06), n = 2,147 (e-mail account holders, US only)

Potential Glass Ceiling Looms as Opt-in Email Share StabilizesPotential Glass Ceiling Looms as Opt-in Email Share Stabilizes

0% 20% 40% 60% 80% 100%

Social Sites

SMS Text

InstantMessenger

Cell Phone

18-24 years old 25-34 years old Overall

Percentage of Email Users

Question: For personal communications, which of the following have you used in the last year instead of using email? (Select all that apply)

Source: JupiterResearch/Ipsos-Insight Consumer Survey (9/07), n = 2,454 (online users with personal e-mail accounts, US only)

Changes in Communication Patterns Impede Consumer Inbox AttentionChanges in Communication Patterns Impede Consumer Inbox Attention

0%

20%

40%

60%

Postedcomments ona mainstream

media Website or portal

Playedtraditionalboard and

card gamesonline

Viewed videoonline

Read throughor posted on

messageboards

Played gamesonline such asaction games,fantasy, etc.

Created orupdated a

personal pageon a social

network

Ages 18 to 24 Ages 25 to 34 Ages 35 to 44Ages 45 to 54 Age 55+

Question: Thinking about your use of the Internet over the last year, which of the following activities did you conduct online monthly or more frequently? (Select all that apply.)

JupiterResearch/Ipsos Insight Individual User Survey (6/07), n = 3,580 (US only)

Percentage of Online Users by Age Group

Younger Audiences Dominate Many Forms of Online EngagementYounger Audiences Dominate Many Forms of Online Engagement

0% 20% 40% 60% 80% 100%

Accessed email from mobile device

Changed primary email address

Unsubscribed from email newsletter

Forwarded promotional email

Opted into promotional email

Added sender to address book

Email spurred 1 or more purchases

2006 2007

Percentage of active email users 18-24 years old

Question: Which of the following online activities have you done within the last six months? (Select all that apply)

Source: JupiterResearch/Ipsos-Insight Consumer Survey (09/07), n = 2,454; (9/06), n = 1,621 (online users having signed up to receive marketing offers, US only)

Email Still Effective Among Young Users, Usage Patterns Email Still Effective Among Young Users, Usage Patterns Indicate Future Shift In Channel Preference for 18-24 Year-OldsIndicate Future Shift In Channel Preference for 18-24 Year-Olds

Source: JupiterResearch 2/08

Us

er

Ag

e

Email Usage Over Time

Younger consumers more prone to social

and synchronous communications,

reducing email effectiveness Work routine and

maturing consumer will

continue to drive email usage

Changes in Usage Patterns 18-24 Year Olds Users Will Changes in Usage Patterns 18-24 Year Olds Users Will Normalize As Segment MaturesNormalize As Segment Matures

0%

0%

5%

7%

11%

15%

15%

17%

30%

30%

54%

0% 20% 40% 60% 80% 100%

Number of people posting content

Number of "friends"

Change in search behavior

Engagement metrics

Buzz monitoring service

Number of forwards

Ad hoc buzz monitoring

Brand survey metrics

Impressions

Registrations

Clicks

Percentage of Engagement Marketers

Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 76 (engagement marketers who ran social marketing Campaigns in the past 12 months, US)

Question: What metrics do you primarily rely on to measure the success of your social marketing efforts? (Select up to three)

Advertisers Must Use a Combination of Metrics to Advertisers Must Use a Combination of Metrics to Maximize Engagement AnalysisMaximize Engagement Analysis

The Early Days of The Early Days of EmailEmail

Separate and incompatible

Can’t send messages between them

Parallels Between Email MarketingEmail Marketing

Social NetworkingSocial Networking&&

Social Networking TodaySocial Networking Today

Separate and incompatible

Can’t send messages between them



• IP Address / Domain• Postmaster Team• No guaranteed delivery

• Application• Platform Team• No guaranteed delivery

DeliverabilityDeliverability

EMAILEMAIL SOCIAL NETWORKINGSOCIAL NETWORKING



• Bounces• Spam Complaints• Opens and Clicks• Third Party• Special Sauce

• Users• Active Users• Special Sauce

ReputationReputation




• Opt-out• Transferable• Marketer control• HTML• Viral actively

• Opt-in• Not transferable• User control• FBML• Viral passively

DifferencesDifferences




• Don’t need to know email addresses

• Visual identifiers of friends’ messages

• Closed system creates better spam defense

• Social triggers built into network encourage onsite messaging

Why People Message Through a

Social NetworkSocial Network

22

Gather’s Message System

23

Gather’s Message System

Copyright ©2005 Gather Inc. Privileged and Confidential Information. All Rights Reserved. 24

THEN: Email Forwards NOW: FeedsNOW: Feeds

A message appears in the friend feed:Nancy commented on a video The History of Dance

Nancy’s 50 friends see it in their feeds• It’s a relevant messagerelevant message (someone they know/care about did

something)• 5 of Nancy’s friends view and commentfriends view and comment on the video• Their 250 friends (50 friends each) are alerted in their feedsalerted in their feeds• And so on…And so on…

The New Network Effect:

Cascading Information Through FeedsCascading Information Through Feeds

• Online competition awarded one musician a record contract with Decca

• Hundreds of video submissions• 272,000 votes on Gather• Six offsite marketing emails sent to

Gather member database over three month contest period. Total of 1,620,000 emails sent

• Onsite messages sent to subset of 50,000 music enthusiasts identified by their profiles, Gather group memberships

• Leveraged network feeds (friend, group, feed me) to drive additional participation

Case Study: Decca Label Group

Custom Brand Experience on GatherCustom Brand Experience on Gather

On Network Brand Experience Allows Opt-in Creation:On Network Brand Experience Allows Opt-in Creation:Email List Generation

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New Email Opportunities

And in the Future…And in the Future…

The Opportunity in

Social Message SystemsSocial Message Systems…

Profiles Allow

Targeting

Seed the Feed

Brand Opportunities CascadeBrand Opportunities Cascade

David Hendricks, [email protected]

Tom Gerace, [email protected]

David Daniels, [email protected]

THANK YOU!THANK YOU!

Contact InformationContact Information

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Reaching The Social Community With Email

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