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Marketing Guide
Today, one in every nine people on earth is a Facebook user and Twitter manages an average of 190 million tweets per day. This is according to a September 2011 post by social media
blogger Jeff Bullas, aptly titled, Stunning Social Media Statistics. And just as stunning, the New York Times reported in January that over 107 trillion emails were sent in 2010.
If youre not communicating with your customers via social channels as well as through email, youre not reaching your audience where it lives, works and plays.
The online marketing industry is growing, with email continuing to be the largest communication channel, as evidenced from the 2010 results. At the same time, the market is experiencing a shift towards social as a communications channel. As staggering as it is to think that one in nine people on earth is a Facebook user, consider these additional findings. According to 2011 Digital Buzz Block Facebook Statistics: Facebook is viewed 700 million minutes every day, plus 72 million links are shared, 144 million friendship requests are accepted, 216 million messages are sent and 30 billion pieces of content are shared. Thats all in just one day, on one social network. And by simply viewing traffic rankings on Web information sites like Alexa.com, you can confirm that Facebook and Twitter are both consistently in the top 10. These statistics highlight both the staying power of email and the rise in social networks the key now is how to pull them all together to create cross-channel marketing. This guide discusses up-to-the-minute trends and opportunities around the convergence of email with Facebook and Twitter channels. It will take you through a couple of customer success stories to show you how to manage your cross-channel voice to leverage the latest tools and trends, and achieve measurable results.
Marketing Guide
According to the Syncapse Social Trac Report: Average fans spend $71.84 on products they like. On average, fans are 28 percent more likely to continue being loyal users. The average fan is 41 percent more likely to recommend the product or service to friends. Facebook isnt going anywhere anytime soon, and the most successful companies will be the ones who use the site for more than just a snazzy marketing campaign and invest in testing and using it as a business-building platform.
About Twitter
As of July of this year, there were 250 million Twitter users, according to Google Plus Social Network User Statistics. And based on averages reported on the Twitter.com blog site, Twitter is adding nearly 500,000 new accounts per day. Nielsens 2011 State of the Media: The Social Media Report estimated that consumers spent 565 million minutes on the site in the month of May from computers at home and at work. For companies that already have a presence on other networking sites, Twitter can function as an added advantage. Twitter is great for updating your followers about what you are doing: You can follow competitors in the industry and know when something worth reacting to happens. Giving a personal touch to your brand is best done through Twitter. Twitter is very effective in providing 24/7 customer service in social media. The channel fits in especially well with the kind of news distribution and networking that business-to-business (B2B) marketers already do through newsletters, lead-nurture programs, and re-marketing, re-engagement and event campaigns. Its a smart way to share articles and information with both prospects and your existing customer base, because it shows off just how knowledgeable you are about your industry.
About Facebook
According to Web Business Facebook Demographics, 2011: The average Facebook user has 130 friends and accesses 80 community and event pages. Users spend roughly 16 hours on Facebook monthly thats about half an hour per day. 48 percent of 18 to 34-year-olds check Facebook immediately upon waking up. Its become part of the daily routine almost as basic as brushing your teeth. And when you consider how much time people spend on the network overall, the amazing marketing opportunity begins to take shape. While young adults comprise about 35 percent of the total user base, the group covering 26 to 44-year-olds is just as large about 36 percent and growing. Why is this significant? Because theres a tremendous amount of purchasing power within that demographic. Having a lot of Facebook fans isnt just about winning a popularity contest; it can actually have an impact on your companys bottom line.
Marketing Guide
Marketing Guide
Customer Success: Social Contest Leads to 5X Social Growth and 3X List Growth
In late 2010, Lyris customer Dacor, a manufacturer of high-end kitchen appliances, cooktops and grills, wanted to grow its social presence and acquire new fans and followers on Twitter (@dacorkitchen) and Facebook (facebook.com/dacor). After a successful Twitter-only contest, the team
decided to launch another sweepstakes that was supplemented with an email campaign to attract new followers for a chance to win a brand new gas cooktop. Six months and three sweepstakes later, Dacor saw its overall fan base increase five-fold. As a result of the sweepstakes, Dacor has also seen three-fold growth in its database and industry-leading success with click-throughs and customer engagement.
5. Social provides deeper customer insights, for better engagement and improved messaging.
By taking the time to learn which social networks your customers frequent and finding out if there are discussions taking place, you can determine what topics are being discussed and what content is being shared. This information will help you tap into the motivating factors that are driving your customers to share content, which will help you shape future content for your user base.
Marketing Guide
9. Concerns that business doesnt get done in social media arent valid.
If your customers are completely immersed in Facebook, you may find its easier to get their attention there than to try to lure them back to the inbox. Social media is a water cooler environment, and conversations happen there that you are only privy to if youre present.
Marketing Guide
brand is with analytics. For instance, Lyris uses a suite of tools that includes everything from CRM to search, social and Web analytics to monitor the conversations around our brand and industry. With many tools, you can measure both the social voice and effectiveness of email campaigns. Within a short amount of time you can find out what your customers are saying about you, as well as how they feel about you through sentiment analysis. Find the sticking point: In addition to learning what your customers think about you, these tools can help measure the stickiness of your campaign. Finding out what draws your customers in, makes them stay and brings them back is the Holy Grail of successful cross-channel marketing. Use social segmentation: Its also important to start thinking about deploying social segmentation technologies, which enable you to tie a campaign across email and social channels based on social preferences and analytic indicators. For example, a company could have a Facebook page, but different segments within it that parse off by geography. Being able to capture that data and feed it back into your CRM system becomes more critical when youre looking to communicate with a specific customer. Identify motivators that make content shareable: It could be that your fan base is mobilized by philanthropy, or maybe its promotional offers. Understanding this will help you design better programs in the future.
Marketing Guide
Distributed likes. The like button code on Facebooks developer area is an easy tool that lets you add a Facebook like button on any page or section of your website. Facebook Connect allows you to create a log in with Facebook link on your website pages. Twitter Search Widget lets you display on your website all real-time tweets for a specific term. TweetDeck / HootSuite. These third-party dashboards let you manage multiple feeds and time messages more effectively. Radian 6, SM2 and Sysomos are social media tracking tools. Buddy Media allows you to create landing pages. Much more detailed information is available on the developer areas of the social sites.
Step 2: Translate your message to Twitter. By taking that message to 120 characters in Twitter, you can create more interest and clarify your call-to-action. Just add #hashtag and use a shortened URL to save character count. Step 3: Translate your message to Facebook. A Facebook posting gives you the opportunity to entice fans even more by expanding your message to 150 characters. Just remove the Twitter #hashtag and add a compelling graphic. Its that simple. You have all the assets at hand, with no need to invent anything new.
Step 1: Define your message by starting with your email subject line. Short and sweet at 50 characters or less, your subject line should clearly state what your readers can expect from your email, whats in it for them or what you want them to do as a result of the email.
Add social enhancers to your email messages. Segment recipients by social activity.
Marketing Guide
Measuring Success
Once youve integrated your messaging, the next step is to learn how your cross-channel program is performing.
Engagement to influencers. Monitor and learn more about those key influencers who are talking about your brand and company in social media. By finding out where and how they are talking about you, you can reach out to them, connect and lay the groundwork for them to eventually become your advocates. Sentiment vs. competitors. On a regular basis, assess the quality of your social voice overall (positive, negative, neutral) and versus your competitors. You can also compare across gender, geographies, language, age and other variables to develop and target customized email campaigns to your audience. Share of Voice. Its also important to compare your share of voice against your competitors on a regular basis. Is it improving? Is there a channel you are particularly strong in? By identifying the strengths and weaknesses, you can focus on improvement with better messaging, content and linking to email campaigns.
Marketing Guide
Historical averages: Just as its critical in social media measurement for marketers to customize KPIs to their companys social media goals, be sure to measure your email performance against your own benchmarks, determined by your own previous email campaign results. Its important because every email service provider measures things differently. And every email list depending on its age, source, frequency of use, sophistication and so on delivers different results. Measuring email performance against your own previous campaigns enables you to consider the cadence of testing, use of segmentation and mailing frequency to ensure meaningful data to benchmark against.
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women and ensuring that the right audience received the right message at the right time. It then promoted the email campaign on its website and socialized it on Twitter and Facebook. In a very short amount of time, JOY was realizing five-fold revenue growth that could be tied back to the digital marketing channels it was using.
Conclusion
Cross-Channel Marketing = Best Practice Integrated Marketing
With the explosion of available channels, platforms and devices for making connections and building their businesses, digital marketers can no longer rely solely on email to achieve the levels of engagement that convert prospects to customers and customers to advocates. Today, its all about convergence communicating with customers via social channels along with email. These takeaways are key for successful marketers today: Social media has become amazingly powerful and is becoming even stronger with each passing day. Applying basic marketing principles to new media channels achieving consistency across channels for a fully immersive brand experience is still the golden rule. Utilizing tools and measurement is critical you cant justify spending if you cant quantify return on investment. Keeping your brand presence consistent, fresh and interesting across platforms is the goal of cross-channel marketing, and the reward for marketers who can achieve it.
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Resources
Learn more about Lyris: > www.Lyris.com > go.lyris.com/facebook > go.lyris.com/twitter > go.lyris.com/youtube
Contact
North America
United States, Corporate HQ
6401 Hollis Street, Suite 125 Emeryville CA 94608 USA
Europe EMEA
United Kingdom
232-242 Vauxhall Bridge Rd London, SW1V 1AU Main: +020 7630 2960 France: +33 176 66 00 23 Sales: +020 7630 2961 Support: +020 7630 2962
> go.lyris.com/linkedin
Silicon Valley
4 North 2nd Street, Suite 1100 San Jose, California 95113 Toll-free: +1800.768.2929 Intl.: +1510.844.1600 Fax: +1510.844.1598
Asia Pacific
Australia
5/616-620 Harris Street Ultimo, NSW 2007 Phone: +61 2 8071 5900 Fax: +61 2 8071 5901
Latin America
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Marketing Guide
November/2011
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