Joel Book explains how Email + Social Media is enabling brands to build powerful -- and vocal -- customer communities, Case studies include Scotts, Papa John\'s, Carmex, and Dreamfields Pasta.

1. Email + SocialHow to Harness the Most Potent One-to-One Marketing Strategy of our Time Joel Book ExactTarget, Inc. Blog: EmailMarketingbytheBook.com Twitter: @joelbook

2. How to Participate in Today’s Presentation! Join the conversation on Twitter! Follow me at: @joelbook Ask questions and share your thoughts at: @exacttarget

3. ABOUT EXACTTARGET LEADING PROVIDER OF ON-DEMAND SOFTWARE, SERVICES & INTEGRATED SOLUTIONS FOR EMAIL MARKETING & EMERGING ONE-TO-ONE MEDIA FOUNDED IN 2000 500+ EMPLOYEES $70M PRIVATE EQUITY FUNDING MAY 09 7,000+ CLIENTS OVER 2B+ MONTHLY EMAIL VOLUME EXACTTARGETinACTION www. .com

4. We are in the Middle of a Media Revolution

5. How Did We Get Here?

6. Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone The Evolution of Media Mobile Email SMS IM Email Direct Mail Telephone IM Email Direct Mail Telephone IM Email Direct Mail Telephone Direct Mail Telephone <1990 1990s 1999 2000s 2009 TV Radio Print Display TV Radio Print Display Website Search Online Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter

7. Media is “The New Creative.” Message distribution is now as important as creative execution.

8. Creating brand advocates is now just as important as creating brand awareness.

9. “BRAND FANS” HAVE BECOME YOUR BEST MARKETERS EXACTTARGETinACTION www. .com

10. Maintaining the Customer Connection

11. MORE MEDIA DOLLARS ARE SHIFTING TO EMAIL

12. “Those who buy products marketed through email spend 138% more than non-readers of email.” Source:Forrester Research “E-Mail Marketing Comes of Age.”

13. “50 million U.S. Internet users are active users of social networks.” Source: USC, “The Digital Future”

14. MORE THAN 50% OF ALL CONTENT SHARED IS SHARED USING EMAIL Source: Tim Schigel, ShareThis

15. EMAIL + SOCIAL ACTION AMPLIFIED EXACTTARGETinACTION www. .com

16. EMAIL + SOCIAL USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE EXACTTARGETinACTION www. .com

17. EMAIL + SOCIAL CREATING BRAND FANS EXACTTARGETinACTION www. .com

18. EMAIL + SOCIAL Providing Customers a Voice

19. EMAIL + SOCIAL CUSTOMER EDUCATION EXACTTARGETinACTION www. .com

20. EMAIL + SOCIAL DRIVING DEMAND EXACTTARGETinACTION www. .com

21. How Dreamfields Changed CPG Marketing

22. Dreamfields Pasta Introduced in June, 2004 Only great tasting low carbohydrate pasta on market Appeals to diabetics, low carb dieters, and people seeking higher fiber Costs about double the retail of regular pasta

23. Dreamfield’s Marketing Challenges Attract diabetics and low carb dieters; Encourage trial Engage and educate consumers on product benefits Build a community of passionate customers that share brand Stretch limited budget to augment traditional advertising Engage and educate healthcare professionals Discover what works best and expand

24. Brand Fan Development Model SUPPORT EMPOWER CONVERT ENGAGE ATTRACT

26. Email

27. Social Networks

28. Twitter

29. Facebook

31. Does online advertising to attract consumers to the Dreamfields website

32. Sends branding emails 12 times per year, and automated emails daily.

33. Conducts consumer and professional word of mouth programs.(*) All marketing activities are planned an executed by HyperDrive Interactive

35. Consumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”

37. Engagement Emails Drive Sharing

38. Dreamfields Professional Influencer Program Winning Patient Recommendations through Email and WOM Marketing

39. Pro Invitation Landing Page

40. Tools for Talking to Patients Technical product materials To address skepticism and invite questions Product sample to taste, share, use box for demo Patient Education Pamphlets Explain “how it works” in patient’s language Recipe Flyer with coupon Provide tangible purchase incentive and reminder for patient

41. Patient Education Pamphlet and Flyer

42. Interactive Marketing Results Confidential Data Do Not Copy As of October 14th, Sales of Dreamfields Pasta are up 13% YTD

43. 7 Keys to Interactive Success Design your website and landing pages for engagement Use SEO and PPC to attract “the right” customers Provide relevant value proposition for email opt-in Segment consumers based on behaviors Send relevant, timely, and interestingemail content Use Social Forward. Empower brand fans to share email with friends and colleagues Invite email opt-in on social media sites

44. Marketing is about the Conversation

45. 36 EMAIL THE CONNECTING THREAD EXACTTARGETinACTION www. .com

46. 37 1. SERVE INDIVIDUALS EXACTTARGETinACTION www. .com

47. 38 2. HONOR THEIR PREFERENCES COMMUNICATION CONTENT FREQUENCY CHANNEL EXACTTARGETinACTION www. .com

48. 39 3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES EXACTTARGETinACTION www. .com

49. http://pages.exacttarget.com/in_action EXACTTARGETinACTION www. .com

50. Thank You! Joel Book ExactTarget, Inc. Phone: 317.275.5444 Email: jbook@exacttarget.com Blog: EmailMarketingbytheBook.com