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

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Email and Social Media

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