Here Cometh the Social Inbox
Category: Blog - March 18, 2009
Social Networks Moving Up the Ladder
A March 2009 study from Nielsen on social networks boasted some sweeping, but perhaps not surprising, numbers. Let's take a look:
- Social networks/blogs now fourth most popular online category - ahead of personal e-mail
- Social networks account for one in every 11 minutes online
- Orkut in Brazil has the largest domestic online reach (70%) of any social network anywhere in the world
- Facebook has the highest average time per visitor amongst the 75 most popular brands online worldwide
This Nielsen study could provide a week's worth of Waxings, but I'm going to focus on one interesting stat:
- Social network and blogging sites are now the fourth most popular activity on the Internet - ahead of personal e-mail
(In case you're wondering what's ahead of social networking and e-mail? Search. General interest portals and communities. Software manufacturers.)
These figures and changes continue to have a profound impact on publishers and marketers alike. AdWeek sums up the research under the appropriate heading: "As online paradigm shifts, advertisers must find a way to add value, rather than follow the 'push' model." Copy that.
What's interesting, however, is that here we have information showing social nets as more popular than e-mail, yet many of the social networks, microblogs and other services rely on it (e.g., you need an e-mail address to sign up for Facebook; Twitter sends you e-mail notification if you have a new follower, etc.). So while more time may be spent in other online categories, many would argue that e-mail is still the foundation for all electronic communication. And perhaps that's why some social networks are toying with having their own branded e-mail.
Inbox Insanity
I found this study of particular interest in light of a recent e-mail marketing presentation in Minneapolis (thank you, MIMA). Jeff Rohrs, VP of marketing for Exact Target, described what has become a time of inbox insanity. Think about the many "inboxes" you have - home e-mail, work e-mail, cell voicemail, work voicemail, text message, IM, Facebook, Flickr, Twitter, RSS reader and [insert your network here]. Oh, and don't forget about your postal mail box.
Many of these inboxes will likely continue to grow as online activity continues to rise (especially across demographics) - and we'll continue to need to check those feeds and inboxes and respond to the content that is in them (the relevant content that is).
The Social Inbox
Is it sustainable? According to Jeff, no. Time is too much of a commodity. And so we're starting to see consolidation more and more - this time in the form of a social inbox.
While many desktop applications like AlertThingy and plug-ins like Xobni have helped provide much-appreciated aggregation and consolidation for social networking activity, none have proven to be the true "catch-all" for online social activity. So e-mail providers are hoping to bring that to users via "the social inbox." A place to house and provide one-click access to your e-mail, search, RSS, Flickr, YouTube, Twitter, SMS, Wordpress and more. A more useful place, with more time-efficient ways of interacting with contacts online.
Yahoo has a beta site for its social inbox. From Ars Technica
- the new Yahoo Mail is positioned as a dashboard for one's increasingly diverse digital life
- these changes turn Yahoo Mail into a dashboard for watching contact activity at social sites
Microsoft is making strides with Windows Live and Gmail is working on it too. Bebo launched its' social inbox in late 2008, integrating content and helping to efficiently keep track of friends' activities/posts. Oh, and there's the iPhone.
What This Means for the Communications/Marketing Industry
So let's get to the heart of this - what does this all mean for communication, PR and marketing pros using e-mail marketing to reach and connect with customers? Here are some key takeaways from what Jeff shared at the e-mail marketing event:
- The social inbox gives consumers more control and marketers less control.
- So, relevancy will be key; otherwise, you're a spammer.
- E-mail marketing still plays a role. There's the potential for terrific ROI, measurement and reach. There's also research - companies can take the opportunity to learn from their customers.
- In a down economy, more retailers and brands will resort to e-mail marketing because it's inexpensive and can hit a large population/demographic.
- But, to see real results and cut through the clutter, marketers must focus on: 1) customer personalization and permission AND 2) really relevant and resourceful content.
- Yes, e-mail marketing should be driven by the demands of consumer segments. Subscribers rule.
- "Batch and blast" is a thing of the past.
- Communication, content, frequency and channel delivery should be determined by customer preference and permission - based on strong data.
- Again, precision marketing and customization is key - use data and behavioral info to craft messages of relevance to specific customers.
- Customers need to be able to opt-in to e-mail relationships - so create touchpoints and opportunities allowing them to do so.
This shift is yet another reminder that to be effective today, authenticity, adding value, two-way communication and relationship building must drive marketing and PR efforts at every step.
Katharine Mudra
Account Supervisor
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