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Mocial Acquisition:Growing Your Email Database ThroughMobile, Social and Local Initiatives@LorenMcDonald
MEETTHE     MOCIALS!       They’re gonna be         HUGE
A Mocial Day’s NightIts been a mocial days night,and Ive been emailin’ like a dogIts been a mocial days night,I should be ...
OK, let’s get serious…
Digital Marketing Channel Explosion
Your Web site may no longer be the center of               your universe     Pre-Copernicus (1543)
Not a fad…but a way of life            25M                        50M800M         250+M
Smartphone Sales Pass PC Sales                                 Q4 2010
100+ Million Tablets Expected to Sell in 2012
Mobile Apps are Exploding  25 billion downloaded by 2015                            Juniper Research
Mobile & Social are Converging
Foursquare Adding 1 Million Users a Month             Now 15MM                                Facebook also has           ...
So what the “!@#%” is Mocial?
Social              Email Conversation         ConversionEmail drives the ROI in “Mocial”
Mocial opt-in
Mocial as a feeder system
It’s easy…follow along
Mocial Paradigm - Social
Social Sign-In: Increasing Registrations  66% of people prefer social sign up
Social Profile Data by Network     Email                                                 Name                   ...
Mocial Paradigm - Mobile
SMS to Email Opt-in
Pop-In: iPad Opt-in Capture
Tablet/Kiosk Opt-ins: The Math10 opt-ins per day100 stores = 1,000360 days = 360,000 new opt-ins
25+% of Apps Used Only Once
Capture opt-ins during app download
QR Codes to Email Opt-in                           • Printed collateral                           • Tradeshow booth       ...
Mocial Paradigm – Local/Location/Checkins
Gamification
Why should marketers care?
Could Foursquare Follow Twitter Growth Rate?            @LorenMcDonald - joined           Twitter on October 31, 2008     ...
Check-in Marketing Opportunities  Local Offers                 Sweepstakes   Loyalty    Twitter                           ...
Opt-Ins Increase Email Signups
Sweepstakes & Scavenger Hunts Run sweepstakes and scavenger hunts based on when someone checks in to a                   l...
Sweepstakes Sign-Up
EmailConfirmation
Participants Check-In
Reporting & Winner Selection
The Finish Line
Be where they are!                           Facebook                           / Twitter        Checkins                 ...
Mocial Adoption ContinuumAcquisition   Integration   CRM   ROI/LCV
Don’t be afraid to jump in
About Silverpop
Marketing                     Automation      PlacePunch                  Email Social                     Engage         ...
Integrations and Technology Partners
Working with Industry Leaders Financial Services      Retail     Energy & Utilities   Media      Business Services   Softw...
Thank you!  On Twitter: @Silverpopwww.slideshare.net/silverpop   www.silverpop.com
Email Database Growth mocial mobile social local
Email Database Growth mocial mobile social local
Email Database Growth mocial mobile social local
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Email Database Growth mocial mobile social local

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  • Hello Park City!Are you ready to get your mocialmojo on?Are you ready to rock?OK, this morning I’m going to talk mocial – using mobile, social and local initiatives to grow your email database.Now before I begin, I have a very special treat. So special you may want to get your cameras and video cameras out.
  • Yes, I was able to get the mocials to stop by a sing one of their biggest hits…
  • So I think except the youngest of you in the audience should know the words to their big hit – A Mocial Day’s Night – so I want to hear everyone joining in with the band…
  • The first thing to note though..the website is not the centre of your universe.For the last 10 years we invested in our websites.. Ultimately website is still important but it is not likely to be the first stop online.. But if people are congregating elsewhere Be it fb/twitter specialised sites etcWe need to ..
  • Social Sign-In is a very exciting new feature that enables your site visitors to register or opt-in to your database simply by clicking on their Social Network logo of their choice.So rather than filling out detailed forms – the consumer simply clicks and a variety of data from that network is then shared with you the marketer. Research studies have shown that 66 percent of consumers prefer social sign in over traditional registration forms. Secondly and more importantly, on average companies using social sign-ins are seeing from 10-50% higher form completions rates.
  • Get data from their social profile and use progressive forms to get the rest over time.
  • Another approach to building your opt-in list is by using SMS or Text to opt-in.Whether at point-of-purchase, at events or on ads – you simply promote an opt-in code and number and consumers provide their email address and are immediately opted in to your email program.
  • Anther new feature is our iPad Pop-In capability. Like SMS to opt-in, this enables you to collect subscriber data and opt-ins wherever they are – at point-of-sale, at events or throughout your physical location.As an example, one of our museum clients will soon be deploying iPads and Pop-In throughout their museum – allowing museum visitors to opt-in to museum newsletters and information at the point of the consumer’s interest.
  • At a high level,PlacePunch serves as the connection between location-based social networks like foursquare and your marketing campaigns. As I mentioned, PlacePunch handles all of the technical aspects of a location-based marketing programs and enables you to focus on running your marketing programs.
  • In order to know when a person has checked-in nearby your locations, PlacePunch requires that participants in your location-based marketing program give us permission to access with their location information from Foursquare and Facebook. At Silverpop, we inherently believe that marketing is most effective when there is a value exchange. Users give you permission to market to them in exchange for valuable content.With PlacePunch, users essentially provide you with access to their location-based check-in profiles so that you can deliver relevant content to them. Here’s how it works.
  • Check-in contests enable you to run a sweepstakes or scavenger hunt program where customers can get entered to win prizes when they check-in at your locations. This enables you create a program that drives in-store traffic and social-media buzz while avoiding the need to worry about validating offers in-store. Our customers love these programs because they generate significant online buzz and in-store visits. Let’s walk through an example of how this works.
  • The first step is for participants to register for the program using their Facebook or Foursquare account. This enables them to opt into your terms and conditions for the program.
  • Once someone has signed up for your campaign, we then forward an email confirmation to that person. This email can contain any type of content that you like.
  • From there, participants will be entered into your contest by actually checking-in. A check-in is needed to actually trigger the entry into the contest. For example, you might run a program where you say, for every check-in, you’ll be entered to win.
  • Silverpop has long been known as a leader in email marketing technology – but while email marketing is core to our business we provide a number of features and solutions that include:Marketing and Campaign AutomationSMS MessagingA survey toolTransact, a dedicated transactional email systemA Landing Pages toolAnd our growing collection of social features such as Share-to-Social and Publish-to-Social
  • Silverpop supports companies of all sizes across a variety of industries and we currently serve more than 1400 clients.Some of our clients are focused on business to consumer, click to buy sales while others support complex, multi-interaction sales cycles, this brings you the best of both worlds helping to understand and incorporate best practices and innovation from both sides of marketing. We work with marketers who want to be leaders in their industries and provide measurable value to their businesses.
  • Transcript of "Email Database Growth mocial mobile social local"

    1. 1. Mocial Acquisition:Growing Your Email Database ThroughMobile, Social and Local Initiatives@LorenMcDonald
    2. 2. MEETTHE MOCIALS! They’re gonna be HUGE
    3. 3. A Mocial Day’s NightIts been a mocial days night,and Ive been emailin’ like a dogIts been a mocial days night,I should be acquirin’ like a hogBut when I get your email addressI find the things that you doWill make me feel ROI
    4. 4. OK, let’s get serious…
    5. 5. Digital Marketing Channel Explosion
    6. 6. Your Web site may no longer be the center of your universe Pre-Copernicus (1543)
    7. 7. Not a fad…but a way of life 25M 50M800M 250+M
    8. 8. Smartphone Sales Pass PC Sales Q4 2010
    9. 9. 100+ Million Tablets Expected to Sell in 2012
    10. 10. Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research
    11. 11. Mobile & Social are Converging
    12. 12. Foursquare Adding 1 Million Users a Month Now 15MM Facebook also has 350MM Mobile users Over 3 million check-ins per day 500,000 using the Merchant Platform
    13. 13. So what the “!@#%” is Mocial?
    14. 14. Social Email Conversation ConversionEmail drives the ROI in “Mocial”
    15. 15. Mocial opt-in
    16. 16. Mocial as a feeder system
    17. 17. It’s easy…follow along
    18. 18. Mocial Paradigm - Social
    19. 19. Social Sign-In: Increasing Registrations 66% of people prefer social sign up
    20. 20. Social Profile Data by Network Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Source Janrain
    21. 21. Mocial Paradigm - Mobile
    22. 22. SMS to Email Opt-in
    23. 23. Pop-In: iPad Opt-in Capture
    24. 24. Tablet/Kiosk Opt-ins: The Math10 opt-ins per day100 stores = 1,000360 days = 360,000 new opt-ins
    25. 25. 25+% of Apps Used Only Once
    26. 26. Capture opt-ins during app download
    27. 27. QR Codes to Email Opt-in • Printed collateral • Tradeshow booth • Signage • TV
    28. 28. Mocial Paradigm – Local/Location/Checkins
    29. 29. Gamification
    30. 30. Why should marketers care?
    31. 31. Could Foursquare Follow Twitter Growth Rate? @LorenMcDonald - joined Twitter on October 31, 2008 Today 250 million+ Twitter users
    32. 32. Check-in Marketing Opportunities Local Offers Sweepstakes Loyalty Twitter Messaging
    33. 33. Opt-Ins Increase Email Signups
    34. 34. Sweepstakes & Scavenger Hunts Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
    35. 35. Sweepstakes Sign-Up
    36. 36. EmailConfirmation
    37. 37. Participants Check-In
    38. 38. Reporting & Winner Selection
    39. 39. The Finish Line
    40. 40. Be where they are! Facebook / Twitter Checkins QR Codes Email Mobile Database Social Apps Sign-In SMS Tablets / To Kiosks Email
    41. 41. Mocial Adoption ContinuumAcquisition Integration CRM ROI/LCV
    42. 42. Don’t be afraid to jump in
    43. 43. About Silverpop
    44. 44. Marketing Automation PlacePunch Email Social Engage SMSConnect Product Platform Landing Survey Pages Transact
    45. 45. Integrations and Technology Partners
    46. 46. Working with Industry Leaders Financial Services Retail Energy & Utilities Media Business Services SoftwareTravel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education
    47. 47. Thank you! On Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com
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