An Ezine for Advertisers

April 30, 2009    

an Ezine for Advertisers

    Issue   555 

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   IN this ISSUE....   

.

  • Proof that Social Media Works
  • Editor Notes 
  • KEWL Marketing TIPs and Tools 

  • The Social Marketing vs. Email Marketing Debate
  • Your Classifieds.......... NEW Ad Code

  • Services

 

From the Editor

     

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RUMBLES from the Jungle,

an ongoing Safari in the ever changing Jungle of Online Marketing...

 

RUMBLES is an ezine for advertisers, providing useful information about online marketing and advertising.  We help you save money and time, by sharing ways to improve your online advertising results. 


NOTES from your Editor:



Social Marketing?  There is a TON to learn...

I read one article this week.. comparing email marketing to social

marketing.  You will find it below.  Bottom line, I would never give 

one up for another.. but certainly social marketing is a wave you 

don't want to miss.


Bob Bly is one of my favorite copy writers...  He'll be at the summit
coming up... and social marketing will most definitely be a topic of

FOCUS.  He has plenty to say in the feature article below... and 

even has a gift for you.


Have a great week.. and by all means ;)  Follow me on TWITTER:  http://twitter.com/rphinc



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Feature Article..

 

-----------------------------------------------------------------------------------
PROOF SOCIAL MEDIA MARKETING WORKS...
-----------------------------------------------------------------------------------

A few months ago, Michael Stelzner (the guy who wrote the book
on white papers) surveyed about 900 social media marketers and
wrote a report on how they use sites like Twitter, Facebook and
LinkedIn.  Only three days after releasing his report, more than
15,000 people read it and hundreds posted comments.

Within two weeks, nearly 30,000 people had read his report, more
than 100 media outlets and bloggers wrote about it, and it was
reposted on Twitter more than 1500 times!  He also was offered
$30,000 to do some work directly resulting from the buzz around
his report.

Almost overnight, he was being called a social media expert (a
term he denies) and popular podcasters were trying to book
airtime with him.

This all took place via social media.  He simply leveraged the
power of sites like Twitter, Facebook and LinkedIn to deliver
the kind of results that would have cost him a fortune in the
past.  This didn't cost him a dime, just his time.

Now the connection...  The future of marketing is all about social
media because it bypasses the middleman and allows you to
rapidly connect with your clients and prospects!  AND this
presents an enormous opportunity for you.

-----------------------------------------------------------
SO WHAT'S THIS ABOUT?
-----------------------------------------------------------

Michael (and his team) have been working for months to bring the
best minds in social media marketing together in an event called
Social Media Success Summit 2009:

www.socialmediasummit09.com/bb
 
The focus is to empower you to use tools like Twitter, Facebook
and LinkedIn to attract high-caliber customers and grow your
business during the economic slump.  Not only can you gain
amazing exposure for your business with social media marketing,
you'll also generate traffic, new partnerships and qualified
leads.

Many of the social media marketing superstars will be summit
instructors, such as Gary Vaynerchuk (Wine Library TV), Darren
Rowse (Problogger), Mari Smith (Facebook guru), Jason Alba
(wrote the book on LinkedIn), Ann Handley (MarketingProfs),
Brian Clark (Copyblogger), Chris Garrett (Authority Blogger),
and Denise Wakeman (BlogSquad).

Together this team of "who's who" in social media
marketing will help you succeed using practical tactics.

This is the world's first major online event designed to empower
marketers and small business owners to master the art social
media marketing.  And the great news is it's a live online event
you can attend from your home or office.

www.socialmediasummit09.com/bb
 
-----------------------------------------------------------
WHAT'S IN IT FOR YOU
-----------------------------------------------------------

First, you don't need to be a techno-geek or twenty-something to
use and benefit from social media.  You might be surprised to
learn that most social media marketers are aged 30 to 50 and
have only been using social media for a few months.

In fact, even traditional businesses like Ford Motor Company are
heavily focused on social media.  This is not some "young kids"
phenomenon.

Social Media Success Summit 2009 will help you discover the best
ways to market your business with popular social media sites,
such as Twitter, Facebook and LinkedIn.  You'll also learn how
major social media campaigns were executed and how you can
achieve similar results (play-by-play steps provided).

It's fully dedicated to empowering you.  You'll discover how to
grow your business using no-cost social media tactics.

Yes, attending this online event (and applying the techniques)
will grow your business.  But there's much more.  You'll also
join a community of like-minded women and men who'll share their
experiences and wisdom.

Go here now to learn more:

www.socialmediasummit09.com/bb
 
Here's to your success!

Bob Bly

P.S. You can get 40% off if you act now.  There are 11 original
sessions on using social media to market your business.  Be sure
to check them out.  I know that each of the presenters has
created NEW content for this event.

Remember, the experts teach the sessions live (and it's all
online).  These are big names, including Gary Vaynerchuk, Darren
Rowse, Mari Smith, Jason Alba, Ann Handley, Brian Clark, Chris
Garrett and Denise Wakeman. And here's the cool part: you don't
need to leave your home or office!

Go here to see how this works:

www.socialmediasummit09.com/bb
 
P.P.S. As a way of saying "thanks" for checking out the summit,
there's a gift just for marketers (valued at $39) waiting for
you here.  Go get it:

www.socialmediasummit09.com/bb


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Social Vs. Email: It's The Wrong Debate
by Morgan Stewart
 

Earlier this month, fellow Email Insider columnist Elie Ashery wrote "Social Media Vs. Email: The Debate Continues." Elie's right that there is a social vs. email debate going on; however, I'm not sure it's a valid debate.  In fact, casting it as a debate makes it sound like marketers need to choose sides when, in fact, the real issue is one of integration, not selection.

Research Fueling the Perceived Divide

In March, Nielsen Online released a report on the use of social networks under the headline "Social Networks & Blogs Now 4th Most Popular Online Activity, Ahead of Personal Email." According to Nielsen, the global active reach of email in December 2008 was 65.1% compared to 66.8% for member communities.

But wait a sec.  At the same time Nielsen was releasing its data, Pew Internet found that 91% of online adults use email, compared to 35% of adults who use social networking sites.  Confused?  You have every right to be.  Two very respected organizations seem to be saying very different things about the usage of social and email.

Digging into the Nielsen Data

To get to the bottom of the issue, I spoke with Jon Gibbs, vice president of media analytics for Nielsen Online. According to Gibbs,  "There are two things to consider. First, Pew Internet collects their data through surveys while we collect data through our observations of an online panel. Surveys are prone to overestimation. Second, we only track email accessed through a Web site."

The Council for Research Excellence recently looked at the issue of overestimation of self-reported media consumption. They found that while survey respondents underreport the amount of time watching TV and overreport time spent watching online video, self-reported data on overall time spent online is only slightly underreported. This does not mean email use isn't overreported, but it doesn't imply the presence of a smoking gun either.

The line share of the difference between Nielsen and Pew numbers should be attributed to Nielsen's use of email accessed through a Web provider, such as Yahoo, Hotmail, or Gmail, as a proxy for personal email use.  This doesn't account for email accessed through desktop applications, such as Outlook, nor does it account for email accessed through mobile devices. While these may be more commonly used for business accounts, it's not a clean split.

Furthermore, we simply can't compare Nielsen's 66.8% figure to Pew's 35% -- it's apples to oranges. Nielsen's "member communities" figure includes both social networks and blogs, something that has been glossed over as the story has been circulated. Mediaweek's headline, "Social Networking Overtakes E-mail in Popularity," misrepresented Nielsen's report. An accurate headline would have read, "Social Networks & Blogs Combined are More Popular than Web-Based Email Sites"  -- which doesn't grab your attention, but makes more sense.


End of the Debate?

No. Social media is a phenomenon deserving of the attention of email marketers. That said, suggesting one will "win out" over the other is misguided. Our attention is better spent focusing on how the two will evolve together.

  •          Intensity of usage. According to Gibbs, "Determining if [online adults] use something or not does not measure the intensity of interactions." The nature of communications is different for email vs. social media. Email works well for messages ranging from the highly personal to mass distribution of coupons, while social networks help facilitate interactive dialogues.
  •   Signal-to-noise issue. "There is a large signal-to-noise issue in email," says Gibbs. "In social media, advertisers still have a chance to stand out from the pack, primarily because the signal-to-noise issue is not there yet."
  •          Integration works. Elie  wrote, "Just using a social media link doesn't cut it. It didn't with 'forward to a friend' and it won't for social media either." This doesn't prove email and social media shouldn't be integrated any more than penny-stock SPAM proves email marketing doesn't work. Integrating email and social media is already working and will continue to do so.  (For examples, check out my recent whitepaper.)
  •          Social network fatigue. While some people are swearing off email, the phenomenon took years to develop. Social network fatigue is already setting in, even among some college students, who have found it liberating to free themselves from updating statuses and reading details about their "friends"' daily lives. (See " Are you a twit if you don't want to Twitter?")
  •          Email Resurgence? In an upcoming report, we will release data with Dr. Michael Hanley at Ball State University showing that the iPhone has initiated an email resurgence among college students. All-inclusive data plans are allowing iPhone- touting students to replace text messages with email that comes "free" with the data plan.
Email is social and social needs email. Pitting social and email as opponents in an online marketing deathmatch doesn't make any more sense than continuing to debate whether the earth is flat. But apparently, that debate lives on, too.


Morgan Stewart is Director, Research & Strategy, at ExactTarget, a provider of on-demand email and one-to-one marketing solutions. Follow him at twitter.com/mostew or visit his blog: http://blog.exacttarget.com/blog/morgan-stewart






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alternative; and to be ready for the inevitable.


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