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Building Social Communities with a Focus on Privacy


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Building Social Communities with a Focus on Privacy

How do you build a vibrant social community without compromising the trust of your audience? Learn how to acquire user data on a strictly opt-in basis and then engage effectively through enewsletters, Facebook, Twitter, and other online brand building communities.

* John Wiseman, VP Marketing & Partnerships, Thrillist

* Russ Marshalek, Social Media Manager,

* Jordan Cohen, VP, Business Development, Pontiflex

Published in: Education
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Building Social Communities with a Focus on Privacy

  1. 1. <ul><li>Online Marketing Summit </li></ul><ul><li>NEW YORK| JULY 9, 2010 </li></ul><ul><li>Social Media Integration </li></ul><ul><li>Case Studies from Pontiflex, Thrillist and Flavorpill </li></ul><ul><li>Jordan Cohen * John Wiseman * Russ Marchalek </li></ul>
  2. 2. Pontiflex: Using Email to Build Social Communities
  3. 3. Email: The Original Social Network <ul><li>The original social network: 95% of people in the US have an email address </li></ul><ul><li>47% of US email subscribers share messages with more than 20 friends </li></ul><ul><li>58% of Americans begin their online day by checking their email </li></ul>Sources: Forrester, ExactTarget
  4. 4. <ul><li>Q: In the last year, which of the following types of information, if any, have you ever provided online to receive special offers or more information from companies? </li></ul>Email is the First Step to Other Forms of Social <ul><li>96% of people are willing to share their email address. </li></ul><ul><li>Only 12% are willing share social media information. </li></ul>Source: Harris Interactive Survey September 2009
  5. 5. Acquire User Data ASPCA runs sign up ads on relevant publisher sites to get the conversation started Call to action: Give us your email to learn how to support ASPCA through social media Objective: Increase awareness and introduce new people to the ASPCA mission, programs and initiatives
  6. 6. Email is the Gateway to Social ASPCA sends welcome email as soon as someone signs up Welcome message includes links and apps to participate in social media The original social sharing: Forward to a Friend
  7. 7. Helpful Tips and News on Twitter News and legislative updates (pet food recalls, anti-tethering bills) Events: Adoption drives, Team ASPCA at the NYC Marathon, volunteer opps Tips on pet care
  8. 8. Content and Community on Facebook Specific advocacy pages (Pet Poison Awareness, Equine Cruelty…) Custom donation page UGC (pet videos, etc.), apps, contests “ Pet of the Week” adoption promotions
  9. 9. Program Results Helped grow Twitter followers by 25X in 1 year Facebook fans doubled Increased pet adoptions and donations
  10. 10. Follow Your Audience &quot;E-mail is only one way to engage your member, donor, and advocate. When we combine all three (Facebook, Twitter and e-mail), we capture a bigger audience.&quot; Debbie Swider E-marketing Director ASPCA
  11. 11. Extending Reach & Revenue through Social Media
  12. 12. Background • What is Thrillist? • Social Media Baby Steps • Learning to Run with It
  13. 13. Beyond the Share Tools Social Media Toolbar & iPhone App Signup Process & Welcome Email
  14. 14. Stay on Brand & Stay on Target Use Automated DM’s through SocialOomph
  15. 15. Strategies for Growth <ul><li>Incentivized Sharing & Cross-pollination • Ticket Giveaways & Caption Contests • Tweet Swaps </li></ul>
  16. 16. Revenue Drivers <ul><li>Bing for World Cup w/ 4SQ Ben & Jerry’s Truck </li></ul>
  17. 17. Flavorpill: Using Social Media To Achieve Offline Engagement
  18. 18. “ What Would You Buy With $50?”
  19. 19. Chocolates  by Bbaale Irene, age 10 New Outfit  by Mukasa Ibra, age 16 Guitar  by Kakeeto Farook, age 16
  20. 20. Yoga at the Great Lawn Photo Credit: Michael O'Neill / Geoffrey Goodridge
  21. 21. <ul><li>Jordan Cohen </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>John Wiseman </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Russ Marshalek </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Thank You! </li></ul>
  22. 22. <ul><li>Thank You </li></ul><ul><li>Visit </li></ul><ul><li> </li></ul><ul><li>f or more information </li></ul><ul><li>Follow us @OMSummit </li></ul>