Email and Social Media
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Email and Social Media

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How to combine email and social media to best effect - practical tips from Steve Kemish of Cyance

How to combine email and social media to best effect - practical tips from Steve Kemish of Cyance

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  • 1.  
  • 2. Email AND social media not email OR social media Steve Kemish Director, Cyance Chair of IDM Digital Council © Cyance Limited 2010
  • 3. The end of email?
    • “ By 2014, social networking services will replace e-mail as the primary
    • vehicle for interpersonal communications for 20 percent of business
    • users”
    • - Gartner
    • “ 68 percent of teens ages 12-17 use instant messaging”
    • Only 73% of the 12-17 group uses email, which is a large drop from the
    • 89% recorded in 2005. It is also the lowest use of any age group sampled
    • - Pew Internet and American Life Project
    © Cyance Limited 2010
  • 4. Two tribes © Cyance Limited 2010
  • 5. "The reports of my death are greatly exaggerated.” Mark Twain (and every ESP you will meet!) © Cyance Limited 2010
  • 6. Can’t we all just get along?
  • 7. Yes, it seems we can! © Cyance Limited 2010
  • 8. Social media extends reach for email © Cyance Limited 2010
  • 9. What are we trying to achieve?
    • fan / follower to registered user‘
    • or  'fan to newsletter subscriber' ,
    • or - ideally -  'follower to customer'
    © Cyance Limited 2010
  • 10. Start by monitoring
    • Where can you already see social media
    • Traffic sources/ relevant discussion.
    • Web analytics – referrer report
    • Radian6/Mbuzz
    • Plethora of free tools...
    © Cyance Limited 2010
  • 11. Blogpulse – seek influencers © Cyance Limited 2010
  • 12. SocialMediaMonitoring © Cyance Limited 2010
  • 13. Harnessing the network effect © Cyance Limited 2010
  • 14. Twitter to email in action © Cyance Limited 2010
  • 15. AIDA still key Attention Interest Desire Action © Cyance Limited 2010
  • 16. It’s two-way street © Cyance Limited 2010
  • 17. Get an email address, start a conversation...
    • Data enhancement
    • Look to add:
    • Age
    • Gender
    • Location
    • Income
    • Industry
    • Etc etc
    Your database After overlay © Cyance Limited 2010 First Last Email Company Role Steve Kemish   Cyance Ltd   First Last Email Company Role Steve Kemish [email_address] Cyance ltd Marketing Director
  • 18. ...use social media to learn more. © Cyance Limited 2010
  • 19. Integration – key focus in 2010 - strongmail © Cyance Limited 2010
  • 20. Final thoughts
    • Social Media is an excellent magnet and amplifier for email.
    • Let them compliment rather than compete.
    • Start by searching/monitoring.
    • Use Social Media as the top of the funnel
    • Harness loyal email users and their networks
    • Avoid the fads but except Social media is here to stay.
    • Learn from others – “benchmarking is not theft”
    © Cyance Limited 2010
  • 21. Further reading for b2b
    • Cyance/IDM B2B Social media Census 2010
    • Trends
    • Insights
    • Usage
    • Free copy
    • > Give me your email address & I'll send you a link
    © Cyance Limited 2010
  • 22. Thanks [email_address] twitter.com/skemmo