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Sff 20 - Marketers from Mars


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This is the latest Subscribers, Fans and Followers research by ExactTarget. Looking at statistics for Marketing across Email, Social Media and Mobile.

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Sff 20 - Marketers from Mars

  1. 1. © 2013 ExactTarget 1
  2. 2. Dear Marketer, As an explorer, you also cannot stand to be left behind. You were probably one of the first among your friends to have a smartphone. You were alsoYou’re different. As a marketer working on today’s digital, probably the first to tweet, check in, pin, and Instagram. You’re the only friend who pays as much attention to the advertising on Facebook as you dofragmented, and cross-channel frontier, you take risks. to the status updates. In marketing circles, this is normal. At family reunions,You live on the bleeding edge of technology. You brave the not so much.wilds of new social networks and mobile apps before you For the past three years, our SUBSCRIBERS, FANS, & FOLLOWERS researcheven know what they plan to do with your data. In short, series has taken an in-depth look at consumer preferences as they relate toyou are not the average consumer. You are an explorer of email, mobile, and social channels. This time, however, we decided to turnbrave, new worlds. the tables—to look in the mirror at our marketing peers. Are there channels that marketers use disproportionately more or less than consumers? Are we more permissive with technology in our own homes? Are we less concerned about the privacy implications of marketing today? Have all our years as early adopters—internet explorers, if you will—impeded our ability to relate to regular people? In Marketers From Mars, the 20th report in our ongoing SUBSCRIBERS, FANS, & FOLLOWERS, we tackle these questions—and more—thanks to the results of our first-ever, side-by-side study of marketers and consumers. The pages that follow provide a unique opportunity to reflect on what it means to be a marketer today, as well as why it’s critical that marketers avoid focus groups of one. Please feel free to share this report with colleagues. And, as always, we welcome your feedback at Sincerely, Jeffrey K. Rohrs METHODOLOGY: Marketers From Mars serves as the first SUBSCRIBERS, FANS, & FOLLOWERS research conducted concurrently about consumers and marketers, paralleling the process, methodology, and aim of prior reports. The “Personal Internet and Mobile Usage Survey” was launched in September 2012 to benchmark online behaviors in consumers and marketers. A total of 1,201 consumers and 411 marketers responded to this survey. Consumer responses were weighted by age and gender according to the 2010 U.S. Census Bureau population estimates and Pew Internet Project’s online activity data to reflect the online US consumer population. Marketer responses were not weighted. Of the 411 marketers, 62 respondents were recruited from Twitter via industry leaders, and 349 respondents were recruited from marketing-specific email lists.2 © 2013 ExactTarget
  3. 3. IntroductionAt this very moment, some 60 million miles from Earth, venture into these new worlds of social networks,NASA’s robotic rover, Curiosity, is picking, poking, and smartphones, tablets, and apps to understand,analyzing a small patch of soil on the planet Mars. analyze, and tap the potential they each hold for ourIts mission is one of pure discovery, and its every brands. In the process, however, we marketers havetransmission back home holds the potential to forever evolved. Our view of what’s “normal” behavior haschange the way we view the Red Planet and, perhaps, been shaped by our emersion into digital, mobile, andthe very nature of life itself. Curiosity is the ultimate social worlds.explorer—focused, fearless, and relentless in its pursuit In Marketers From Mars, we hope to help our fellowof knowledge. Curiosity is also now a permanent citizen marketers understand how our exploration of newof Mars, and it will never view the Earth the same way technologies and channels has made us different fromagain. the consumers we seek to serve. In so doing, we hopeCuriosity’s story is the story of all explorers. They (or to provide you with the means to avoid personal devicetheir team back at NASA) gaze out upon the endless and channel biases in your planning efforts.sea, the untamed wilderness, and the starry nightwondering what’s out there. Unlike everyone else,however, explorers take steps—and unimaginable In Marketers From Mars, you’ll discover:risks—to map and understand the great unknown. • The differences between marketer andThey emerge from the experience forever changed, consumer channel usage (email, Facebook,and quite often, they become the first settlers of a and Twitter).brave, new world.Modern marketing is full of such explorers. In fact, it • The differences between marketer andwouldn’t be beyond the realm of reason to dub the consumer smartphone usage, digitalpast two decades as “The Golden Age of Marketing purchase behaviors, and marketing priorities.Exploration.” In that span, we’ve gone from a well-settled world of television, radio, and print to one • How marketers can avoid personal bias toconnected by the internet, untethered by mobile better communicate with consumers.devices, and empowered by social media. Marketers © 2013 ExactTarget 3
  4. 4. For the purposes of Subscribers Fans Followers this report we have Online US consumers who receive Online US consumers with an Online US consumers with an defined the terms of at least one permission-based active Facebook account who have active Twitter profile who “follow” email per day on average. become a fan (i.e., “liked”) at least at least one company or brand Subscribers, Fans, one company or brand on Twitter. & Followers as: on Facebook. % who are % who are % who are SUBSCRIBERS fans followers Marketers 98% 86% 61% Consumers 93% 58% 12% Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Marketers = 411, Consumers = 1201 US Online Population, age 18 and older4 © 2013 ExactTarget
  5. 5. The View From Earth Today’s Interactive marketing isn’t for everyone. Today’s marketers are like modernmarketers space explorers whose story echoes explorers of the past: traveling great distances into the unknown, establishing frontier settlements, and returning boldly go home to share news of their discoveries. Today’s marketers boldly go where few consumers have gone before, setting up new accounts on unchartedwhere few networks, establishing a meaningful brand presence there, and then trying to develop a flourishing digital civilization. Marketers push right to the edgeconsumers and come back, telling tales of what might be possible in the future on these other mobile and social “worlds.” Indeed, they can get so accustomed to have gone life in these new environments, that they can lose touch with what life on Earth—the life of average consumers—is really like. before… Over the past three years of presenting our research to marketing audiences, we’ve consistently heard marketers express astonishment at how the habits of consumers differ from their personal habits. With our new research findings, we’ve discovered instances where “The Golden Rule” is ignored: Do marketers treat others as they’d like to be treated? Well, yes and no. Our findings indicate that consumers do not feel the same pressure as marketers to stay current with the latest digital trends. As such, marketers tend to be more digitally permissive than the average consumer. The challenge facing marketers is twofold: first, they must acknowledge the differences between their own online habits and those of the consumers they seek to reach. To put it another way, marketers must avoid being a focus group of one. At the same time, however, marketers need to continue taking risks and exploring new digital frontiers. Only with such exploration can brands fully understand whether the “next big thing” will be meaningful and embraced by their target consumers. In the end, both marketers and consumers have finite time and energy, so they want to know that their investments will produce meaningful results. Even small adjustments based on these simple observations can lead to significant improvements in cross-channel marketing strategies. © 2013 ExactTarget 5
  6. 6. Smartphones:The Marketer’s Trusty CompassWhile marketers would never consider setting off without differences are striking—consumers with smartphones 90% oftheir trusty smartphone in tow, it’s important to remember email more, use apps more, share more, check in more,that 49% of consumers still do not own a smartphone. review more, visit deal sites and redeem mobile coupons marketers ownThis crucial fact can have a big impact on how, where, and more, and generally purchase more online than consumerswhen marketers attempt to engage consumers. who don’t own smartphones. Smartphone ownership smartphones, doesn’t necessarily cause consumers to use specificWhen it comes to online behaviors and preferences, channels more, but it does make it easier and more likely while only 51%consumers with smartphones behave a lot more like that they will.marketers than consumers without smartphones do. The of consumers do. % who are % who are % who are SUBSCRIBERS fans followers Marketers 98% 86% 61% Consumers with a 96% 66% 17%smartphone Consumers without a 90% 51% 6%smartphone Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Consumers with a Smartphone = 675, Consumers without a Smartphone =526, Marketers = 411 US Online Population, age 18 and older6 © 2013 ExactTarget
  7. 7. Marketers must keep in mind that they do just about everything online more than theaverage consumer, and they must be careful not to apply their professional behaviorsto consumers as a whole. With the abundance of other channels and devices availableto access content, it may be tempting to rush marketing efforts into the latest mobiletechnology and tools.The fundamental question is: what percentage of your audience uses smartphones? Formany brands, that percentage will be high—and it’s only increasing. For such brands,mobile apps and websites hold tremendous appeal. For some brands, however, their targetconsumers will continue to maintain a mix of smartphone and feature phone ownershipthat will require more creative use of text messaging to capture mobile consumer interest.Yes, smartphone ownership will continue to grow. But the hyper-adoption of mobilechannels by marketers is unlikely to be matched by consumers anytime soon. In the nearterm, therefore, marketers should not let their own biases blind them to the importanceof reaching out to the 49% of consumers who don’t own smartphones. Longer term,marketers will continually need to evaluate whether their investment priorities are rootedin these personal, mobile biases or mobile consumer preferences. One way to avoid beinga focus group of one would be to survey and conduct focus groups with target audiencesto determine customers’ actual device and channel preferences. Marketers should not let their own biases blind them to the importance of reaching out to the 49% of consumers who don’t own smartphones. © 2013 ExactTarget 7
  8. 8. Interacting & Purchasing on a SmartphoneWhen it comes to interacting with brands online and making purchases, a side-by-side comparison shows that marketersand consumers with smartphones tend to have very different priorities:Which of the following do you use MOST often to Have you ever made a purchase as the direct result ofconnect with brands/companies you trust? a marketing message you received through the following channels? Marketers Consumers with Consumers without Marketers Consumers with Consumers without a smartphone a smartphone a smartphone a smartphone 45% 36% 49% 93% 56% 42%Email Email 21% 31% 26% 41% 31% 12%Facebook Facebook 15% 4% 2% 25% 17% 2%Twitter Twitter 9% 8% 0% 74% 44% 24%SmartphoneApp Deal Site 0% 7% 3% 81% 51% 44%Text Direct Mail Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Consumers with a Smartphone = 675, Consumers without a Smartphone =526, Marketers = 411 US Online Population, age 18 and older8 © 2013 ExactTarget
  9. 9. Marketers & Consumers:A World of Channel DifferencesEmail is a well-established online civilization where consumers and marketershave a stable relationship, valuing quality over quantity. Based on the differencesbetween marketer and consumer email usage, there are several opportunities forstreamlining and improving marketing email messaging and timing.Considering that many more consumers than marketers check their email in theevening, marketers might strategically schedule certain messages for after sunset.Both consumers and marketers appreciate a good deal in their inboxes, but marketersare more likely than consumers to make a purchase. How would that affect futureoffers and messaging? And consumers without smartphones favor email significantlymore than other channels for connecting with brands. Marketers should make sure tomeet this receptive audience with what they want to receive. Marketers and Consumers are But Marketers and Consumers Similar in… Differ in… Their digital mornings: both Their digital evenings: marketers (34%) are less 76% marketers (76%) and consumers (69%) 34% likely than consumers (46%) to check their email at 69% 46% favor email as their first online “check” the end of the day. of the day. Appreciating a good deal: 74% of Their purchasing rates: 93% of marketers have marketers and 73% of consumers made a purchase from a company as a result of 74% 73% subscribe to receive coupons and 93% 49% receiving an email, as opposed to only 49% discount codes in their inboxes. of consumers. Subscribing: 67% of marketers and 59% of consumers report being more 67% 59% selective about giving companies their email addresses over the course of the past year.Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Marketers = 411, Consumers = 1201 US Online Population, age 18 and older © 2013 ExactTarget 9
  10. 10. Facebook is a well-inhabited interactive settlement, but the rules andcultures are still developing. It’s a channel to experiment with, deliver playfuland entertaining messages, and try out new strategies. Consumers spenda great deal of time on Facebook for socializing, so marketers shouldmake sure messages match that tone. Because marketers overwhelminglyprefer Facebook for sharing with friends and family, they may overinflateconsumers’ usage of Facebook for that purpose. Because Facebook wasrated low (relative to other channels) for finding deals, it is an area marketersshould continue to explore—but do so with caution. Here’s why: Marketers and Consumers are But Marketers and Consumers Similar in… Differ in… Socializing: of active Facebook users, 81% How they share: when asked how they typically 81% 66% of marketers and 66% of consumers use 59% 34% share things they like with friends and family, 59% Facebook first and foremost to stay on top of of marketers (but only 34% of consumers) their social lives. prefer Facebook. Connecting with brands: both marketers What age children should be when they 21% 28% (21%) and consumers (28%) say they prefer 26% 16% create a Facebook profile1: 26% of marketers to interact with brands through Facebook, believe that 13-year olds should be allowed to making it the second most common place have a Facebook account compared to only 16% both marketers and consumers look to of consumers. connect with brands online. Looking for a deal: both marketers (7%) Their purchasing rates: 41% of marketers and consumers (12%) report turning to (but only 21% of consumers) report making a 7% 12% 41% 21% Facebook as the first place to look for getting purchase as a result of receiving a message on information on ongoing deals. Facebook. 1 Facebook’s Statement of Rights and Responsibilities restricts usage to people aged 13 and older. Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Marketers = 411, Consumers = 1201 US10 © 2013 ExactTarget Online Population, age 18 and older
  11. 11. Twitter is a much newer online settlement with much of its identity still in flux. Its developing stages are the perfect time for experimentation, and its fast pace means marketers can see results—both positive and negative—very quickly. While more and more people continue to adopt Twitter, using it is still far from mainstream. Many marketers may lose sight of the fact that they’re five times more likely (61%) to be followers than consumers (12%). And while there may not be as many Twitter users as other channels, many of the followers on Twitter are—or strive to be—influencers who wield power over popular opinions, producing online content outside of Twitter in the form of blogs and online ratings. Consumers and marketers turn to Twitter as a source of current events and late-breaking information, to pass the time, and to be entertained—so marketers should keep this in mind when crafting messaging for Twitter. It’s important to remember that marketers use Twitter much more than the average consumer, so it’s not so much about “how many” as it is about “the who” when marketing on Twitter. Marketers and Consumers are But Marketers and Consumers Similar in… Differ in… Their digital mornings: both marketers (5%) Their digital evenings: Of active Twitter users, 5% 1% and consumers (1%) rated Twitter low on their 11% 7% marketers (11%) were more likely than consumers list of digital morning checks. (7%) to check Twitter as their last digital check of the day. Motivations to follow: Of active Twitter Purchasing rates: 25% of marketers (but only 58% followers, 58% of marketers and 46% of 9% of consumers) reported making a purchase 46% 25% 9% consumers rate receiving advanced notice or as a result of a message on Twitter. alerts about new products or future releases as a reason they follow brands online. Boredom: 56% of marketers and 55% of Connecting with brands online: 15% of consumers who actively use Twitter say they marketers (but only 3% of consumers) rated 56% 55% 15% 3% use it when they are bored. Twitter as the channel they use most for connecting with brands online.Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Marketers = 411,Consumers = 1201 US Online Population, age 18 and older © 2013 ExactTarget 11
  12. 12. “Out of This World” GrowthSince our first SFF report was published in 2010, The Privacy and the Internet Explorers’ The majority of marketers andthere has been a steady increase in consumer consumers are generally positiveusage of email, Facebook, and Twitter. The Paradox about the way the internet issteady usage rate of email proves that it’s most evolving to benefit consumers.certainly alive, well, and thriving—even as other When it comes to issues of onlinechannels continue to expand. At the same Today’s interactive marketers are privacy, over three quarters of bothtime, the significant increase in adoption by the explorers of the online frontier. marketers and consumers agreeconsumers of Facebook moves it squarely into They come from a long line of that it’s a big concern.the mainstream as a reliable channel. And the brave voyagers who discoveredsteady increase in adoption of Twitter proves unfamiliar lands and returned with However, research suggestsit’s most definitely here to stay. As a result, we the news to the old world. These that the root causes for privacyhave seen a similar increase in the number of explorers achieved fantastic feats concerns differ between marketerssubscribers, fans, and followers. that changed civilization forever. and consumers. Marketers’ Online Consumer SFF Growth Since 2010 concerns tend to stem from their Similarly, digital media is changing knowledge about the amount media. Like the early explorers of data that’s available online. 93% 93% Ferdinand Magellan or Juan Ponce Consumers’ fears tend to originate de León, early marketers founded from a lack of knowledge about 58% what are now the well-traveled how their data is being used—that online channels of search, email, disclosing information may leave 38% and websites. Now, as Facebook them vulnerable to threats of both and Twitter become increasingly their identity and personal safety. familiar, some marketers are 12% pushing forward even further— Because marketers rely on the 5% signing up social media platforms internet for work, they tend to be less as they emerge, pushing further concerned with gross exploitations into mobile, testing the waters of of consumer information and more augmented reality, and attempting with the storage and safe handlingEmail is now the established civilization—trusted to bring these worlds together of sensitive consumer data. Overall,and stable. Facebook is a thriving settlement through the integration of data marketers feel that data collectionwhose population and quality of life will continue across platforms. is contributing to companies doingto improve. And Twitter continues to grow and a better job of communicating withdevelop on the edge of the interactive frontier. While there are riches to be had, their customers. Consumers aren’tStill, marketers will push on toward the newer exploration has always come with nearly as optimistic that providingchannels that will bring even greater potential for risk. Just as Odysseus had to personal information has resulted inconnecting with consumers online. guard himself against the Sirens’ more personal and relevant onlineSource: ExactTarget ® 2010 Digital Morning, March 2010 - N • 1506 call, modern day marketers must experiences.US Online Population, age 15 and olderSource: ExactTarget ® 2013 Marketers from Mars, September 2012 remain vigilant against things that• Marketers = 411, Consumers = 1201US Online Population, age 18 can easily lead them astray.and older12 © 2013 ExactTarget
  13. 13. So How Can you Meet Consumers’ Needs for Privacy?It’s all about permission. If you plan to ask for any information beyond Daily Usagename, email, and zip code, explain why. For example, if you’re going toask for their birthday, tell them it’s to send them a birthday coupon. Giveconsumers the chance to opt out of supplying detailed information about Marketers Consumers Consumersthemselves so they never feel trapped. with a without a smartphone smartphoneAdditionally, while single sign-on products such as Facebook loginsmay provide more customized user experiences, over-reliance on suchtactics may lead consumers to feel their privacy is being invaded or that 99%they are somehow being tricked into giving you access to unnecessary Email 85%information. Instead of side-stepping privacy issues, take them head-on— 89%clearly articulate the benefits consumers can expect in exchange for theirpersonal information, and you’ll continue to build trust-based consumer 84%relationships with your brand. Text 74% 38%Do You Know Where Your Customers Are?When it comes to daily channel usage, some interesting trends and 78%differences emerge between marketers and consumers. In many ways, Facebook 66%usage rates follow similar trends of prior reports, with email, text, 50%Facebook, and Twitter rounding out the top four. 48%What’s interesting to note is the higher rates of consumer usage inemerging channels such as Pinterest, Instagram, and Foursquare. Twitter 31%While marketers use nearly every digital platform more frequently than 10%their consumers, these platforms show different usage patterns. Ifconsumers are there, should marketers be there too? Perhaps marketers 17%underestimate the power of these channels where consumers have Pinterest 25%been exploring and setting up new online settlements. If audiences are 8%beginning to congregate and interact in these newer channels, it’s worthexamining whether your brand should invest more effort integrating them 16%into a cross-channel marketing strategy. Instagram 22% 4%Look at how your audiences are using channels, examine what kindsof content they’re posting and sharing, and then do as they do. Adjust 11%accordingly—always with an eye toward prioritizing your efforts onthe newly-settled regions of the online frontier that produce results for Foursquare 20%your brand. 4% Source: ExactTarget ® 2013 Marketers from Mars, September 2012 • Consumers with a Smartphone = 675, Consumers without a Smartphone =526, Marketers = 411 US Online Population, age 18 and older © 2013 ExactTarget 13
  14. 14. Back on Earth: When it comes toWhere to Invest investing a brand’sMarketing Resources marketing time andIn this fragmented and disparate cross-channel marketplace, it’s resources, newer isn’timportant for marketing explorers to both bring back news from thefarthest reaches of online space and to remember what civilized life always better.back on Earth looks like. When marketers are considering all optionsfor their cross-channel marketing strategies, they should not only bethinking ahead, but also maintaining a connection to how today’sconsumers are behaving and reacting online.We all know that marketers have pretty strong opinions aboutwhere their time and resources should be invested, but it turns outthat consumers do too. The only problem is the two groups don’talways agree. Because marketers tend to be on the bleeding edge ofadoption and innovation online, they often place a higher emphasison emerging channels than consumers. When it comes to investinga brand’s marketing time and resources, newer isn’t always better.14 © 2013 ExactTarget
  15. 15. Where to Invest Your Marketing Time and ResourcesWhen asked where their favorite companies should invest more of their marketing time and resourcesto improve customer loyalty, consumers and marketers had differing opinions. 33% Marketers Consumers26% 25% 24% 24% 23% 23% 22% 21% 14% 12% 12% 8% 8% 7% 7% 6% 5% 5% 5% 4% 4% 3% 1% Em Co W Co Sm Fa Tw Te In Ca Fo Go ail nt eb nt ar ceb itt x t - St ll C ur og en s ite en tp o er or en sq le+ ta ta ho ok eH ter ua bo bo ne elp re ut ut A P ro R ela pp du ted c ts To p icsSource: ExactTarget ® 2013 Marketers from Mars, September 2012 • Marketers = 411, Consumers = 1201 US Online Population, age 18 and older © 2013 ExactTarget 15
  16. 16. Making Human Contact Similar to marketers, consumers do value investments in website, Facebook, and call centers, but they differ greatly in how they value smartphone apps (23% marketers vs. 7% consumers) and (12% marketers vs. 5% consumers) as ways to make them more loyal customers. Consumers, more so than marketers, emphasize the need for companies to invest their resources in interpersonal channels such as in-store help (12% consumers vs. 8% marketers) and email (33% consumers vs. 26% marketers). When it comes to investing marketing resources, consider that marketers may be lured by a strong sense of obligation to “be there first,” believing that being on the cutting edge of technology and strategy is critical for brands’ success. This is not always the case. In the minds of consumers, investment in customer service would appear to be the highest priority. At the end of the day, the message is clear: stay focused on the basics—email, website, Facebook, and strong face-to-face customer experiences—and use newer channels to augment what you’re already doing well. 26% of marketers and 33% of consumers think brands should invest more marketing time and $ $ $ resources in email. 21% of marketers and 22% of consumers think companies should invest more marketing time and resources in Facebook. 12% of marketers and 5% of consumers think that companies should invest more marketing time and resources into Twitter.16 © 2013 ExactTarget
  17. 17. Staying GroundedDecades ago, marketers were not explorers. They dealt only in the well-settled lands of television, radio, and print.Their form of social media was a three-martini lunch.Today, however, every marketer must have a streak of restlessness and willingness to embrace the new. The challengeis how to balance new technologies with those that consumers use. Indeed, the best marketers will be those whocan keep one eye on the future while meeting the needs of today’s audiences, seizing the opportunities of today’sdevices, and navigating the evolving rules of today’s channels. © 2013 ExactTarget 17
  18. 18. So how do intrepid Marketers From Mars remember to stay connected to their consumers back on Earth? Here are some concretesuggestions for navigating and improving cross-channel marketing performance for email, Facebook, and Twitter. How Do You Improve Email Marketing Performance? Email, in combination with a strong website and customer experience, forms a stable foundation for interactive marketing. Remember that your audience“Make your site stand out from others on the net. Offer a site is made up of both smartphone owners and non-smartphone owners, sothat is simple to navigate. Offer a 24-hour customer helpline make sure your strategy accommodates both segments. Rather than relyingservice and also reply to all emails received within the hour. Don’t on single sign-on products to gather opt-ins, build your own consumerinundate your users with emails—one per week will do. Make database by gaining consumers’ permission through your website. Email’s ability to deliver targeted and exclusive content continues to make it a soundyour subject line eye-catching so the user will open and not delete. investment of your brand’s marketing energy to reach your audiences whereHave promotional offers going because it entices people’s interest.” they anticipate hearing from you.–Claudia R. How Do You Improve Facebook Performance? Facebook is an excellent way to reach large potential audiences and enrich your already solid marketing foundation built on email, website, and customer“Update regularly once or twice a day. Include plenty of pictures service experiences. Facebook is first and foremost a source of connection,and videos in posts. Make design interesting and easy to follow. self-expression, and entertainment for consumers. Consumers expectInvolve fans with questions, competitions, and prizes. Ask fans you to lead conversations that are consistent with the overall Facebookfor feedback of services. Respond to comments. Offer updates in environment by delivering a blend of content that is fun and informative, while staying true to your brand’s value proposition.a number of languages for a wider audience around the world.”–David M., Melissa H., Natasha R. How Do You Improve Twitter Performance? Investing in Twitter just to increase your follower numbers will not necessarily yield desired results. On Twitter, it’s not necessarily how many, but more“[Include] discounts, free privilege cards, and a few more incentives importantly who, you’re interacting with. Should you decide to cultivate aalong the way. Don’t send us spam every day, as I will ‘unfollow’ them.” loyal following on Twitter, make sure you continue to devote the majority –Darren R. of your resources to a strong foundation of email, website, and customer experience. Word travels fast online, so be sure to use newer social channels as enhancements for what you’re already doing well offline.18 © 2013 ExactTarget
  19. 19. What New Frontiers Await?Exploration is not always about acquiring something physical, nor or optimizing an existing online civilization, it’s never too late todo you always discover what you set out looking for in the first recalibrate your efforts. We are not only marketers, but explorersplace. In fact, Magellan completed the first circumnavigation of and brand builders too.Earth, and Ponce de Leon discovered the coast of Florida whilesearching for the Fountain of Youth. Our constant challenge will be to assess what potential the next brave new world of technology holds for our consumers andRemember: whether you’re creating a strategy based on the whether it allows us to communicate with and serve them better.bleeding edge of innovation, building a new online settlement, © 2013 ExactTarget 19
  20. 20. 20 © 2013 ExactTarget