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Canright Ebook: Email Marketing and Social Media Working Together


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This ebook puts email in the context of social media and network marketing

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Canright Ebook: Email Marketing and Social Media Working Together

  1. 1. Email Wires the Social Media BuzzHow Email Marketing and Social Media Work Together to Strengthen Your Network “People don’t want to be ‘marketed TO’; they want to be ‘communicated WITH.’ ” — Dr. Flint McGlaughlin Publisher of Marketing Experiments Journal PREVIOUS NEXT
  2. 2. When new innovations hit and catch fire, they areexciting partly because they fill a need and partlybecause they are new. As each new tool takes hold,the old tools can take a back seat.But just because they are in the background doesn’tmean they are not necessary. And just because they’refamiliar doesn’t mean they’re not useful and valuable.Email seems to fall into this category.Yet every time its demise is predicted, it remains.Spam has not completely destroyed its effectiveness,and social media show little signs of replacing it. AsThe Economist put it in Better Ways to Collaborate,“it is a classic example of a ‘good enough’ tool.”It’s good enough not because of technology. It’sgood enough because of its role in the larger socialphenomenon: the network. Your network. PREVIOUS PREVIOUS NEXT NEXT
  3. 3. The Network Buzz Moves through Email The death of email has been predicted a number of times—most infamously on 12 October 2009 by the Wall Street Journal in an article Why Email No Longer Reigns—but no other technology has succeeded in killing it off. As The Economist put it, “despite recur- rent complaints that ‘e-mail is broken’, little seems to change. Other collaboration tools have popped up in recent years—including instant messaging, blogs, wikis (web pages that users can edit), social networks such as Facebook and MySpace, web-based applications and micro-blogging services like Twitter—but none has managed to de- throne e-mail.” Far from it. Email remains the one universal means of electronic communication. “When someone Even the social media network buzz moves through email. Again, in the words of The Economist, “When someone posts a comment on your blog, sends you a messageposts a comment on Facebook or starts following you on Twitter, how do hear about it? You get anon your blog, sends automated e-mail.” you a message on Facebook or starts Marketers, especially in BtoB and email marketing, are catching on. Even if you’re a social media fan who rolls their eyes at email marketing firms scrambling to co-opt following you on social media as one of their own, you’d have to admit that email reigns supreme as Twitter, how do the means of emarketing network communication.hear about it? You The surveys showing the complementary nature of email and social media started to get an automated appear in during the summer of 2009. A “modest kitchen sink experiment” by global e-mail.” consumer market research leader Nielsen concluded that email and social media use are highly correlated. “It actually appears that social media use makes people consume email more, not less, as we had originally assumed,” reported Jon Gibs, vice presi- dent of media analytics for Nielsen, in Is Social Media Impacting How Much We Email? PREVIOUS NEXT
  4. 4. In a study done by Windows Live, more than seven in 10 email users said they prefer to keep in touch with their friends and family through email than through social networks. Further, ExactTarget’s “2009 Chan- nel Preference Study” shows that 57% of U.S. internet users prefer email for written com- munication, compared with 24% for text- ing and just 10% for social networking.Social Media’s Influence on E-Mail MarketingAccording to US E-Mail Marketers, August 009(% of respondents)Extends the reach of e-mail content to new markets 8% % 6%Increases brand reputation and awareness 78% % 9%Increases the ROI of e-mail programs 5% 7% 0%Accelerates the growth of e-mail lists 7% 0% %Generates more qualified leads % % 57% I agree I disagree I’m not sureNote: n=,9; numbers may not add up to 00% due to roundingSource: MarkgetingSherpa, “Email Marketing Benchmark Survey,” October 7, 009 PREVIOUS NEXT PREVIOUS NEXT
  5. 5. Given that email remains a critical means through which social media sites provide updates and serves as a primary way in which people share content they like, the research firm eMarketer sees a long future for email marketing. “As long as email remains the collection point for social net- working updates, including alerts around new followers, discussion updates and friend requests, it will remain a powerful force in marketing and our lives,” says eMarketer in a study on Gen Y and its use of email and texting. As a result, eMarketer concludes, “2010 will be the year social media makes e-mail marketing more powerful. . . Social media is a partner, not a threat, to e-mail marketing because it provides new avenues for sharing and engaging 57% customers and prospects.” of U.S. internetusers prefer email for written communication. PREVIOUS NEXT 5
  6. 6. Keeping in Touchwith Your Network:It’s Scientific!The science and statistics of networks have been formalizing since the 1960s,when Stanley Milgram first conducted tests to understand how humanbeings are connected—his famous finding has since become known as“six degrees of separation.” If you’ve heard that term or know aboutthe Kevin Bacon game, you’ve heard something about networkscience. “Your personal power isThe phenomenon of how people connect—and why connectors directly proportional to theare important in a society—was popularized by the best-sell-ing book, The Tipping Point by Malcolm Gladwell. Connectors strength of your network.”have the power to cause an idea or a piece of news to spreadvirally through a population. Gladwell gives an example of a fa- —Dr. Robert Wright, networkingmous Connector, Paul Revere, and how the connections he had expert and CEO of the Wrightcaused his news to spread quickly and effectively. Leadership InstituteOne way to visualize these connectors is, of course, to look at howthe internet works. The decentralized internet emerged without cen-tral planning as a small number of extremely popular sites, called hubs.Hubs in any network work like hubs in the air transportation system. A lotof traffic moves through them. You meet more people in a hub airport than in anyof the outer spokes or links. PREVIOUS NEXT 6
  7. 7. Hubs tend to increase in popularity exponentially because ev-eryone wants to link to them. As a result, they get more links,or connections, which increase their influence, or power. “Thus,the more links a site has, the more it gets—the so-called ‘rich getricher’ phenomenon,” as Ted G. Lewis puts it in his textbook, Net-work Science: Theory and Applications.Here’s the short of it:You want to be a hub.In network science terms, hubs follow a power-law distribution.If you know about Italian economist Vilfredo Pareto’s law ofincome distribution, that 80% of the wealth is held by 20% of thepeople—commonly known as the 80-20 rule—you know aboutthe power law.“The power-law distribution is characterized by a few very largequantities and many small ones. In network science, it is com-monly observed that networks consist of a few hubs with manylinks and a large number of weakly-connected nodes,” Keith Hartexplains in The Social Meaning of the Power-Law. PREVIOUS NEXT 7
  8. 8. The phrase “a large number of weakly-connected nodes” is very important toemail and social media marketing. One of the interesting things about hubsis that a lot of people who move through them don’t know one another—orthe hub’s connector—very well. Connectors are the hubs who bring peopletogether who would not have ordinarily met each other, and that’s why they’reinfluential.The network science phenomena at work here is “weak ties,” another con-cept popularized by Gladwell. You don’t know your weak ties as well, but theyknow a lot of people you don’t know, and they can put you in touch with thosepeople. Gladwell encapsulated that phenomenon with the brilliant phrase “thestrength of weak ties.”“Social scientists have long known of the power of the middleperson orintermediary—actors who connect other actors,” Nelson wrote. “Thus socialscientists define betweenness as the number of paths that must run through anactor to connect with other actors. So, in addition to connectedness, an actorderives influence by serving as an intermediary.”What we are proposing is that email and social media serve as a way to makeyou a hub and to serve as an intermediary. Email communications allow youto expand your network and stay in touch with ever more weak ties. PREVIOUS NEXT 8
  9. 9. Communications Power in the Network EraEmail still wires your personal and business networks. Period. Email is like the Think of it like this: you do most of your business with 20% of your customers.signal that tells worker bees how to serve their Queen. It’s the single best way to You are likely in constant contact with those customers. You are likely in somemaintain contact with your entire network of prospects, customers, employees, sort of regular contact, by phone and in person, with the remaining 80% of yourand vendors, especially when used in conjunction with other communications, including social, print, and the telephone. What about the rest of your network? You may call or meet with the most likely“It’s perfectly logical that as people make connections though social media, they prospects. But you can’t meet and call them all as often as you need to. Andmaintain those connections outside of the specific platform and may extend what of the outliers who may well become customers in a year or two, if onlythose connections to email, a phone conversation, or even in-person meetings,” they see your name when they need your services?notes Nielsen’s Jon Gibs. PREVIOUS NEXT 9
  10. 10. “The ultimate value derived from engineered networks depends on the effectiveness with which humans use them.” It’s conventional sales and marketing wisdom that it’s easier to sell more to an existing customer than to gain a new one. At the same time, 80% of sales take –The National Research Council five to 12 contacts with the prospect to close a sale. Email marketing is the in Network Science best way to beat the odds of conventional wisdom. From a communications point of view, the primary role of the online marketer is building and engaging “networks of relationships,” in the words of the report, The Authentic Enterprise: Relationships, Values and the Evolution of Corporate Communications. Scott Davis, senior partner at Prophet, a global consulting firm, called today’s communications environment the Network Era. As he puts it, “The Network Era marks a decided shift for the marketer from control to influence.” Finally, remember that the common element—the center of your network—is you, and the network will only be as effective as you are in engaging with it. The National Research Council, in Network Science, said, “The ultimate value derived from engineered networks depends on the effectiveness with which humans use them.” “Your personal power is directly proportional to the strength of your network,” said Dr. Robert Wright, networking expert and CEO of the Wright Business Institute. In other words, “Your network is your net worth,” to use a phrase that has been gaining currency of late. PREVIOUS NEXT 0
  11. 11. Content Sharing and the Network EffectContent sharing and the way a social many, the topic of conversation lies who forwarded their LinkedIn email this case the message went from a so-network can multiply influence is one in sharing content: the perceptive to me through internet email. Then cial channel to an email channel andof the less glamorous and likely one blog post, the cool or funny photo, I received a phone call from anoth- then to the telephone channel.of the least discussed effects of social the informative article. er friend who had also received themedia. A lot of online activity, social LinkedIn note and thought I’d be in- The content-sharing power of socialmedia as well as email, is the result of The network effect moves beyond terested. media emerged as a main theme at aone person sharing something they both social media and email, and recent Social Media Club of Chi-find interesting or noteworthy and encompasses both. As an example, I That’s the network effect of content cago panel on social media in finan-passing it on to others. heard about a potential project that sharing, and I’m sure the person who cial services. Panelists from financial originated from LinkedIn. One per- put out the request on LinkedIn was publisher Morningstar discussed howThe power of social networking may son posted a note to his network on successful, given the breadth of his the firm uses social media to sharelie in conversation, one-on-one, per- the type of person he was seeking. I network to begin with and the power thought-leadership content from itsson-to-person connection. Yet for received that note from two people of cross-channel content sharing—in analysts and magazines as a way to PREVIOUS NEXT
  12. 12. generate web traffic and build re- channel, but a good mix because ing traffic and engagement, reports concluded in The Value of Sociallationships, and in the end I was people consume and share informa- the sharing utility publisher Share Engagement. “In our research, westruck by the cross-channel na- tion differently,” said Shannon Paul, This. Email reigns as the most pop- found that 46% of shares came via e-ture of communication and how community manager for PEAK6 On- ular means of sharing content. mail, 33% from Facebook, 14% fromsocial media both contributes to line, parent company of online bro- “Despite reports of its demise, e- other channels such as Digg, del.icio.and speeds the sharing of content. kerage OptionsHouse. She spoke mail is still the most popular method us, LinkedIn, etc., and just 6% from“It’s about creating ways that make it as part of a panel 25 February 2010 of sharing, and despite its meteoric Twitter.”easier to share your content and make for the Social Media Club of Chicago. rise of late, Twitter is still not a veryit easy to talk about. Not through one Sharing is gaining as a means of driv- popular sharing channel,” Share This PREVIOUS NEXT
  13. 13. 5Waysto Connect with Content The most critical element of maintaining contact and building relationships with a network is to touch people as many times as practical using as many ways as possible—from emails to blogs to newsletters to social media to phone calls to face-to-face meetings. Here are some ways to maintain contact with a network that we know, from our own experience, work: 1 Publish a networking calendar. We’ve created the Canright Calendar, a list of networking events in Chicago for executives, marketers, entrepreneurs, and innovators that we consider at- tending, and send it by email each week. It’s become the thing we do that people comment on and appreciate the most, building goodwill for our firm. We also get to meet people who came to events because they read about them in our weekly emails, providing important personal contact. PREVIOUS PREVIOUS NEXT NEXT 13
  14. 14. 2 3 4 Distribute articles 5Send a regular Solicit comments Continue the “old-enewsletter. for your blog. through social fashioned” ways.The key word is “regular,” In writing our White Paper networks and media. The telephone still works aswhich is a synonym for “consis- Basics report, we posted a link We wrote a summary of recent well as it did when the Belltent.” Get your newsletter on a with a request for comments research in the payments mar- System advertised in LIFEpublishing schedule. It’s worked on the topic of LinkedIn and ket as part of a promotion magazine “You could neverfor newspapers, newsletters, sent the request in emails both surrounding the SIBOS 2009 without a telephone” in 1953,magazines, TV, and radio for to people we knew well and Conference. We emailed the though most people believeyears. The news business people we hardly knew at all, as article to contacts we thought that email gets more response.thrives on familiarity, freshness, a way of “crowdsourcing” infor- might be interested, posted the I regularly call frequent readersand punctuality. mation. We posted the feedback article on LinkedIn groups and of our enewsletters and people on our blog and incorporated it the SWIFT payments commu- who register for our white into our report. nity, and even wrote an article paper report to see what their about the article in our August interests are and whether we 2009 newsletter. LinkedIn be- can help with their marketing. came the top referral source to our blog.“It’s perfectly logical that as people make connections though social media, they maintainthose connections outside of the specific platform and may extend those connections to email,a phone conversation, or even in-person meetings.” –Jon Gibs, Vice President of Media Analytics, Nielsen PREVIOUS NEXT 14
  15. 15. social mediaemail MIT EF Case Study Email, Social Media, and Personal Communications Combine to Generate Record Results for MIT Enterprise Forum Event An integrated strategy of email marketing, social media promotion, and good old-fashioned phoning provided the juice to power the Massachusetts Institute of Technology Enterprise Forum of Chicago Whiteboard Challenge. The signature event of MIT EF Chicago, the Whiteboard Chal- lenge is an idea contest, in which entrants submit ideas to a panel of judges, which picks 10 finalists. The finalists get five minutes at a whiteboard to present their idea in front of the judges and an audience, with cash prizes going to the top three presenters.personalcommunications PREVIOUS NEXT 5
  16. 16. The first part of this event’s promotion consisted And here is where social media came into play:of inviting people to submit ideas. I focused the a number of us on the MIT EF marketing com-Whiteboard Challenge committee on personal mittee sent tweets on Twitter, some of whichcontact through email and by phone. Our market- received the coveted “retweet,” and one entranting team met and covered the organizations—pri- specifically named Twitter as their source formarily universities, associations, and groups with hearing about the event. We posted the event onan interest in innovation and entrepreneurship— LinkedIn and, again, one person listed LinkedInthat each person on the team would contact. We as the source. We also posted on Facebook, bothalso initially relied on email blasts to the MIT EF for entrants and event attendance.Chicago email list, which included links to theentry form. The LinkedIn network updates and group event posts went out to a wider and wider networkAs expected, sending out emails, even to a known through updates on our LinkedIn profiles andlist, is not enough. Because I also wanted to use through email activity updates from group poststhe Whiteboard Challenge as a way to build alli- and individual activity summaries. All drove re-ances with other organizations, I contacted (and ferrals to other people not in our immediate net-was contacted by) the heads and marketing di- works.rectors of associations with intersecting interests,and swapped emailings and website listings. I sent This is a small scale example but it shows how so-their event notices to our email list in exchange cial media, email marketing, and phone calls workfor them doing the same. I believe that’s how we together to achieve results.received as many entrants from associations aswe did, in addition to our traditional universitybase. PREVIOUS NEXT 6
  17. 17. On the survey form, we asked people tolist how they heard about the event. Wewere gratified to see we had more than 90entrants—we usually get 50 to 60—and 87 MIT EFgave us feedback on how they heard aboutthe challenge. Here are the results: Whiteboard Challenge 2009 Entrant Marketing Results How Heard Number Email Only 19 Individual Referrals 31 Organizations 29 Universities 15 Associations 14 Social Media Only 4 Media 4 Total 87 All in all, personal referrals topped the list. After the first few weeks of emails and association calls, our entry totals were much lower than we wanted. We had the same experience with registrations to the event itself. Now this is a fact of promotion: most people wait until the last minute to enter or register. But it takes a full-court press in the last part of the game to counter last-minute inertia. The final press, both for getting entrants and registrations, consisted of personal emails and calls from me to people with strong networks. The core group of strong MIT EF supporters (friends) re- ceived emails from me asking that they look though their contact lists and see who they would like to have at the event, for personal or business reasons. I asked them to call their contacts with a personal invitation to enter or attend the event. I made sure I did so myself and made some calls. PREVIOUS NEXT 7
  18. 18. Watching the NumbersI watched the numbers and repeated the emailto the core group several days later and, forthe event registration itself, the morning of theevent, as a way to get last-minute registrations.Social media helped especially in that regard,though my evidence for last-minute event reg- For entrants, we had a clear record, with moreistrations is only anecdotal, with a number of than 90 in comparison to the usual 50-60. Wepeople saying they sent last-minute emails to did well on attendance also, especially for atheir LinkedIn contact networks. rainy night in June, though I would have liked to see more people there and think I didn’t make the shift to event registration from contest entry quite soon enough. The Whiteboard Challenge is only one example of a successfully promoted event. The combination of email blasts, phone calls, and social media, with a focus on personal referrals, worked in this case. For another event, a different combination might work better. The point is to be open-minded, cre- ative, and to gauge what works and what doesn’t. And, finally, never It’s not an exact science, and you can’t follow a formula. In the end, you have to watch the numbers, dismiss the obvious: report them to your team frequently, and adjust your personal contact and tactics accordingly. calls work. People like to be personally invited, and it’s worth the extra effort it takes to pick up the phone and call. PREVIOUS NEXT 8
  19. 19. BUILDYour List If your network is the heart and soul of your business, then your contact list is the body. It’s the tangible manifestation of your business, and like your body, it must be nourished, appreciated, and maintained. List management is one of the most critical and under-appreciated skills in social media and email marketing. Traffic to the website or the blog is nice and essential. Followers and friends on social media are terrific. But a high-quality email is gold. Experience in talking to owners, managing directors, and presidents at small- to-medium sized businesses, however, shows that the customer and contact list is one of the biggest unaddressed problems many firms face. Email and other marketing is greatly hampered by lack of a customer relationship management solution—or at least a well managed list. PREVIOUS NEXT 9
  20. 20. Many businesses use Outlook as their email program, and each employee maintainsa list of the prospects, customers, and vendors they work with. The problem is thata master list doesn’t always exist, and if it does, it isn’t complete.Home-grown lists are the best. Start with everyone you email for any reason andbuild from there. Include current customers, past customers, colleagues you meetthrough networking, vendors, relevant media outlets (calendar editors for events,reporters for news), interested family and friends, and LinkedIn contacts.Your list is the foundation of all marketing efforts, from simple calls and emails tomore complex marketing strategies based on understanding what your contactsread and respond to. For that reason, it’s best to maintain your list using a customerrelationship management solution like or Microsoft Dynanics CRM,especially if you can integrate it with an email marketing solution. List management is one of the most critical and under-appreciated skills in social media and email marketing. PREVIOUS NEXT 0
  21. 21. te ps to Ema S il12 Ma More than 10 years ago, rketing Suc we realized that email was the best and least expensive way to stay in touch with prospects and customers, initially because we started to see a shift in how people requested follow-up information on our firm from paper postal mail to email. We started to write follow-up emails and post PDFs of our work on our website so we could link samples to emails. We eventually started an ongoing email cam- ce paign to maintain regular contact. Here are ss the steps we follow to create a typical email campaign: PREVIOUS NEXT
  22. 22. Bu i ld the EmBuild the Email List. As I stated in the previous section, thisis the first and most critical step in online marketing—moreimportant than content, creativity, or communication savvy.We build our list primarily through sales calls and networkingmeetings. Yes, in person or over the phone contact. When we make a sales call, we try to get a meeting. If we don’t, we seekto send follow-up information by email. When we meet some-one and get a card, we either ask if we can add them to our ailemail list or we send a follow-up email asking permission. Write Email Copy. We came up with an Li s t. ongoing campaign, Canright Can Write, to highlight our strength in the market- ing communications market. Email copy focuses on communications techniques based on projects we’ve completed. We s t. work to make even sales-oriented copy Li instructional. e W th rit e p y. in E m a i l Co Mainta Maintain the List. We use to maintain our customer and prospect list and manage our sales pipeline. We use the Professional Edition so that we can track contacts and leads and integrate email communi- cations. We use Application Exchange partner Vertical Response to integrate email delivery and tracking within Salesforce. PREVIOUS NEXT
  23. 23. ldW eb Landin g 5 i Pa Design Email Format. We created Bu a standard design and graphic for mar- g es. keting emails and for our enewsletter. We sought to make it easy to read and Build Web Landing Pages. navigate, not too graphics heavy, but Emails should compel action on also not straight text. the reader’s part. Build any web es . pages or PDF downloads that pro- D ig n at vide additional information, make m an offer, or sell a product. Test all E m a il Fo r links within the email. Cod e 6 Em a Generate Delivery List. This step depends onCode Email. We do custom il. your delivery mechanism. It may mean you ex-design, so we code each email port a contact file from Outlook as a comma de-or enewsletter as an HTML 7 limited (.CSV) file that you upload to your emailfile for mailing. We also do a provider. We set up a campaign in Salesforcestraight text version for people Gen that’s tied to our full email list or the segment ofwho cannot or do not want to the list we are targeting. We then set up the listreceive HTML emails. in Vertical Response for the specific mailing. er te i st a D el . (For details on how we do this, see our compan- iv e r y L ion ebook, “Integrating into your Email Marketing.”) PREVIOUS NEXT
  24. 24. Upload Email Files. 8 U ploWe upload the HTMLand text versions ofthe email to Vertical Write ad EmResponse and revise. Write Subject Line. We generally a i l F i l e s. Su do this last, and put a lot of thought 9 bject Li into it. In our experience, the most opened emails have subject lines that touch on a common problem Deliver. ne or refer to a topic of general inter- . est. “The Power of Inspiration” st a n d headed our most opened enewslet- 0 ter, for instance. Te Test and Deliver. The delivery service will Revie w prompt you to test the Deliv lts. email. Proof it again, even su if you have changed just er y Re Review Delivery Results. one comma when upload- We all love looking at the ing the email files. stats to see who opened an email, who clicked on which links, and how effective one email is versus others. PREVIOUS PREVIOUS NEXT NEXT
  25. 25. low Fol up. Follow up. The people who click through are gen- erally your best prospects, especially if you haven’t talked to them in a while. We call most of them to ask about their level of interest, invite them to an event, or send them more information.You may note that our method begins and ends with personal contact: a phone call or meeting. Nothingreplaces personal contact. Email is a great way to stay in touch but no substitute for picking up the phone. PREVIOUS NEXT 5
  26. 26. The Start of a BeautifulRelationship“Louis, I think this is the start of a beautiful friendship,” saysRick to Captain Renault at the end of Casablanca. Socialmedia can be the same. It can spark interest that blooms intoconversation and relationship, carried on in many differentforms.As Scott Stephen, now head of digital at Playboy, put it dur-ing a panel discussion we sponsored: “My goal in an emailis simply to start a relationship and to get their permissionto speak with them over time through email or other means.You don’t go on your first date and ask someone to marryyou.”Tim Ash extended that thought in his book, Landing PageOptimization, “Retention programs should seek to buildon the initial permission with anticipated, personal, andrelevant ongoing communications. Over time, as you earnthe consumer’s trust and continue to provide value, you aregranted higher levels of intimacy and permission in return.”The company or individual with a changing menu ofcompelling content earns—truly earns—a valuable return inthe form of a community of people who are highly attractedto learning more about the company’s subject and, in turn,market offerings. PREVIOUS NEXT 6
  27. 27. How Do You Get from Here to There?References“Better Ways to Collaborate” The Authentic Enterprise: Relation- “Keeping in Touch with Your Net- Landing Page Optimization, Tim ships, Values and the Evolution of work,” Vilfredo Pareto’s law of in- Ash:story.cfm?story_id=E1_TVDQRRNS Corporate Communications: come distribution: Hubs in Network Optimization-Definitive-Conversions/ Science: Theory and Applications:2009 Channel Preference Study, loads/2007/AuthenticEnterprise.pdf dp/0470174625 Target: zFFVG8Clpg=PA1ots=yO7n8GQXoOd Network Science: The National q=network%20sciencepg=PA4#v=onepag Communications Power in theWhitepaper/2009_Channel_Preference_Sur- eqf=false Network Era Research Councilvey.html “The Authentic Enterprise: Relationships,;pg.php?record_ id=11516 Network Buzz Moves through Email Values and the Evolution of Corporate Com-The Tipping Point: Malcom munications.” Scott Davis, senior partner at “Why Email No Longer Reigns,” an Prophet, a global consulting firm, refers toGladwell Social Media Club of Chicago: article from Wall Street Journal: today’s communications environment as “the Network Era.”:books?id=MMlxzMNkE_0Cpg=PP1dq=ti chicago 52970203803904574431151489408372.html loads/2007/AuthenticEnterprise.pdfPz7f0Pcd=1#v=onepageq=tipping%20point%20bookf=false OptionsHouse: Chart on Social Media’s influence on Email Marketing: welcome-to-the-network-era-an-essay-by-Network Science: Theory and Ap- Emarketer_2000643.aspx scott-davis/plications: Ted G. Lewis: Share This: eMarketer’s study on Gen Y and its The Value of Social Engagement, use of email and texting:“Power Law distribution”: Keith Share This: aspx?R=1007361Hart, Professor of Anthropology value-of-sharing-social-engagement/Emeritus, Goldsmiths, University ofLondon: PREVIOUS NEXT 7
  28. 28. About Canright CommunicationsCanright Communications is a Chicago-based firm that focuses on creating materials busi-nesses use to communicate their message in a way that ultimately closes sales. Canrightproduces content that inspires engagement with your network of prospects, customers, ven-dors, and employees. Our content marketing and sales communications becomes the elec-tricity that energizes the grid of initial contact, education, sale, service, and follow-up.We’re especially good at making complex technologies, ideas, and services easy to under-stand. So salespeople can help prospects make informed buying decisions. So marketingmanagers can generate leads and provide engaging ongoing contact through direct sales,email, and social media channels. So customer service representatives can educate and sup-port customers, especially with software and technology sell educate inspirewww.canrightcommunications.comcollin@canrightcommunications.comchristina@canrightcommunications.com773 248-8935Draft 2.0 June 2010 PREVIOUS NEXT 8