SMAZ Keynote - November 2011

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  • Added Title of presentation & date as reference point for versioning future sales presentation decks.
  • How many of you have heard of ExactTarget? CoTweet?How many of you are solely focused on social media today?How many of you are just getting started?
  • Subscribers = email subscribersFans = Facebook “fans” Twitter followers
  • Protected
  • Discuss the challenges of measurement
  • -demonstrate interactive tool on www.exacttarget.com/sff
  • 75% of social media users say email is the best way for companies to communicate with them - MarketingSherpa 2010“In an ironic twist of fate, it turns out that email is social media’s secret weapon
  • SMAZ Keynote - November 2011

    1. 1. Leveraging Subscribers, Fansand Followers to Build a SocialMedia PowerhouseKevin BobowskiSr. Director, Sales & MarketingExactTarget Social Media Lab
    2. 2. Questions & Comments @bobowski Hashtag: #SMAZ
    3. 3. SOCIAL MEDIA AT EXACTTARGET• The industry’s first enterprise social media engagement platform• Lead integration of social media across marketing channels & social networks• Enabling real time engagement and a common view of the customer• Largest independent provider of SaaS based Interactive Marketing Solutions (1,000+ employees and $200M revenue)
    4. 4. MARKETERSUSED TO LOOK LIKE THIS
    5. 5. Social Landscape
    6. 6. NOWTHEYLOOKLIKETHIS
    7. 7. Text RESEARCH(email@company.com) to 38767
    8. 8. 93% ARE SUBSCRIBERS
    9. 9. Where do your customers start the day? 58% begin the day with email, 11% with Facebook
    10. 10. 42% ARE FANS
    11. 11. 5% ARE FOLLOWERS
    12. 12. To REALLY sell social to theExecutive team, focus on whatmatters to them and align social to key corporate objectives
    13. 13. WE NEED MORE RESOURCES BECAUSE…“Our customers are already there. It’s not always about dollars and cents”“Social is different. It is too early to think about results” Our competitors have a better social media program than us. We need to catch up!”
    14. 14. Driving adoption of social media to deliver results• Social Media adoption by 320+ employees using 129+ social channels• Corporate buy-in required for scaling social medias to this level• Social Media supports several key corporate initiatives
    15. 15. PROVE THAT SOCIAL MEDIA DELIVERS RESULTS WITH FAMILIAR METRICS
    16. 16. WHAT IS THE ROI OF….
    17. 17. MEASURING SOCIAL MEDIA• Broad Social Measurement • Overall Brand Sentiment • Product Specific Sentiment • Brand Awareness • Reputation Management• Consumer Level Measurement • Engagement • Loyalty• Team/Agent-Level Measurement • Resolution Timeframe • Tickets Opened/Resolved • Cost Per Contact
    18. 18. Customers Engage with Brands in Multiple Ways
    19. 19. SOCIAL ISN’T A SILO. YOURCUSTOMERS DON’T LIVE IN A SILO AND NEITHER SHOULD YOU
    20. 20. THE SOCIAL PROFILE “In order to reach your customers in real time with relevant communications, you must successfully combine email, Facebook, and Twitter into an integrated marketing strategy.”
    21. 21. Hitachi Promotes Content Sharing via Social MediaEmails are designed to makeit easy for subscribers toshare articles, respond tooffers and access content onthe Hitachi Data Systems’website. “View the Video” “Share This” “Review the Case Study” “Register for Webinar”
    22. 22. Tips for cross-channel marketing & promotions Status updates that are successful could be emailed to boost interactions even more, growing EdgeRank for the brand Feature winners of Facebook competitions in your email newsletter. Promote exclusive deals on Facebook and Twitter, but make it only available to email SUBSCRIBERS Post links to web versions of your best emails on Facebook and Twitter Create an email segment containing Twitter FOLLOWERS and provide them with additional “insider information” through email Include questions posted on Twitter and Facebook in your emails, and then answer them Encourage email SUBSCRIBERS to post questions on Facebook and/or Twitter
    23. 23. BORROW EMAIL MARKETING BEST PRACTICES TO DRIVE SUCCESS ON FACEBOOK
    24. 24. SOCIALMYTHBUSTING
    25. 25. SOCIALMYTHBUSTING
    26. 26. SOCIALMYTHBUSTING
    27. 27. FREQUENCY
    28. 28. BOREDOM &IRRELEVANCE
    29. 29. Facebook & Email Separated at Birth?• Overlap between FB fans and email subscribers• Relevant content help with EdgeRank and # of impressions• Common metrics and shared best practices• Bottom Line: The person running Facebook should be the same as the email people in your company
    30. 30. TIPS FOR BETTER FACEBOOK MARKETING• Watch frequency and timing• Balanced – don’t overpost, fewer promotions• Fun Content works• Simple Questions work• Customize content to the networks• Don’t be afraid to be human• Great pictures and videos drive engagement
    31. 31. FOR CUSTOMER SERVICE TO GET PERSONAL, YOU NEED STRUCTURE TO SCALE AND GROW YOUR SOCIAL CRM PROGRAM
    32. 32. TWITTER USERS ARE 3X MORE LIKELYTO IMPACT BRANDS ONLINE
    33. 33. EMPOWER YOUR TEAM
    34. 34. DATA DRIVES PERSONALIZATION
    35. 35. CUSTOMER INTELLIGENCE AT THE POINT OF INTERACTION
    36. 36. Thank You!Kevin BobowskiSr. Director, Sales & MarketingExactTarget Social Media Lab @Bobowski

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