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Silverpop's Mocial Survey: 3 Surprising Findings

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by: Loren McDonald (@LorenMcDonald)
13 June 2011

Are you gradually integrating your email campaigns with social, mobile and local marketing initiatives, but still have some work to do yet? Have you established a presence on more than one social network site? And are you considering launching a mobile app in the next year or two?

If so, you’re in line with the majority of the 500-plus companies Silverpop surveyed to find out how marketers are approaching all things “mocial”—our term for the  integration of mobile, social, local and email. With people increasingly weaving in and out of communication channels and developing preferences for certain channels depending on the type of correspondence, the topic is more timely than ever. And with data on the subject relatively scarce, we thought it would be interesting to compile benchmark statistics that would help marketers learn from each other. Among the survey’s most interesting findings:

  • On average, companies had a 70:1 ratio of email subscribers to Facebook likes and a 90:1 ratio of email subscribers to Twitter followers. For all the attention paid to social, it’s still in the early stages when it comes to corporate presence, with most companies’ email list sizes dwarfing their number of Facebook fans or Twitter followers. One way to help remedy this: Use the email channel to promote your social pages.
  • Only 10% are using social to drive email—and even less are using mobile to so. Most companies are missing an opportunity to use social pages as a collection point for email opt-ins, as well as neglecting to invite trade show attendees and retail shoppers to opt in via SMS.

  • Nearly two-thirds of companies have mobile applications or plan to by the end of 2012. Apps are developing into a key way to interact with customers and prospects, and most companies are planning to add this powerful tool to their communication arsenal in the near future. If you’re one of these companies, don’t forget to use email to promote mobile initiatives and send tips to downloaders for getting the most out of your app.

Although 65 percent of respondents said they were “somewhat integrated” across email, social and mobile, only 17 percent said they were “tightly integrated.” As you continue to dialogue with customers and prospects across multiple mediums, remember to think strategically about your goals and coordinate campaigns so you’re leveraging each channel to strengthen the other.

If you’re interested in reading more—from how companies are using preference centers and local check-ins to tips and tactics you can implement to get your mocial mojo working—please download Silverpop’s mocial survey.


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