Email and Social Media Marketing Synergies - Responsys Leadersihp Forum

Mixing It Up: Social Media Boot Camp for Email Marketers Edmund Wong SVP Strategy iCrossing May 14, 2009

Social media has exploded Community Building Content Distribution Active Outreach On-site Integration Social Advertising Allowing people to share opinions and experiences with each other COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

Implementing a social program – the right way • Start with objectives (not technologies or specific social spaces) Guidelines for Social Media • Conduct due diligence: listen first to understand Planning audience needs • Establish social engagement plan based on objectives and audience needs • Is it useful? Guidelines for • Is it unique? Social Media Content • Is it findable? • Is it portable / shareable? • Be useful Rules for Brand • Be open Engagement • Be humble • Be responsive COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

Is social media going to kill email? COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

Social media is a phenomenon deserving of the attention of email marketers. That said, suggesting one will quot;win outquot; over the other is misguided. Our attention is better spent focusing on how the two will evolve together. - Email Insider COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

Why it’s time to integrate email and social media • Social media has experienced rapid adoption • Conflicting reports about social networks surpassing email. Marketers want to embrace this emerging space • Consumers are increasingly “living” in social spaces • Social media provides one-to-one interaction opportunities for marketers ….The Web itself is social… COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

Let’s look at social media’s core strengths Social media creates identity IDENTITY beyond email, including rich personal preference data Social media is about RELATIONSHIPS relationships and the social graph. Tapping into the social graph creates a “viral” effect Social media is about activity. “Activity” data provides key ACTIVITIES insights into consumer behavior and affinities. Activity output is content – the new social currency COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7

How can I leverage In order to make social media… my campaigns IDENTITY RELEVANT RELATIONSHIP USEFUL ACTIVITIES EFFECTIVE COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

Putting on your social “face” IDENTITY  Personalize campaigns by putting a face on your company or product  Allow customers to interact with you outside of email (if they choose) Follow us at… Thank You, Jon Doe COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9

Know where your customers “live” IDENTITY  Integrate customer identity data (the social spaces they live on) into your database for segmentation  Include fields for acquiring a customer’s social presence (e.g. Facebook, Twitter)  Customize emails based on customer’s technographic profile and stated interest based on conversation data COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

RELATIONSHIPS Tap the social graph  Promote email content across your social spaces  Extend “old school” mailto: link trick to retweet link http://twitter.com/home/?status =RT:+@800flowers+peruvian +lilies+limited+time+only+http: //tinyurl.com/QYEpY2 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11

Leverage email database for social media RELATIONSHIPS customer acquisition  Promote your social efforts via the email list  Communicate the value of utilizing a given channel (e.g. exclusive offers, special breaking news, product introductions, etc.) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12

ACTIVITY User-generated content as email content Blog post Discussion forum-generated email “digest” RSS-generated Email COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

ACTIVITY User-generated content as email content (cont’d) Online forum question answered in email newsletter Customer ratings and reviews drive conversion in email newsletter COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

Promote your email newsletters in social “status ACTIVITY updates” Bank of America is launching our weekly financial tips e- @BofA_help launching our weekly newsletter. Go to http://tinyurl.com/d7ew2 to sign up to financial tips e-newsletter. Sign up at get latest news straight from our financial advisors http://tinyurl.com/d7ew2 #financial_tips For illustrative purposes only COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15

Measuring success

Performance Measurement Scorecard (Sample) Metric Category Sample KPIs Benchmark/Date Update/Date • # blog mentions • 1,234 • 1,345 • # content views • 400 • 512 AWARENESS • Traffic • 2,034 • 2,500 • #Twitter hashtags • 150 • 435 • Open rate • Blog comments • #Followers ACTION • #Subscriptions (YouTube) • Traffic to “demo” site • Click Through Rate • # Inbound blog links • #Facebook Fans ADVOCACY • #Content embeds • Retweets • Email forwards *Sample email marketing KPIs in italics COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17

A Social Engagement Dashboard COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

In Closing

Key Takeaways to Maximizing Social & Email Efforts • Experience Integration: Seamlessly intertwine user and brand experiences across consumer touch points • Customer Acquisition: Leverage social channels to greatly enhance list building efforts • Content Creation: Integrate social content and interrelationships into email subject matter • Campaign Segmentation: Utilize social insights and knowledge to better segment or target campaigns COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

Thank you Edmund Wong edmund.wong@icrossing.com @edmundw

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Email and Social Media Marketing Synergies - Responsys Leadersihp Forum

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