The document discusses the integration of email and social media in marketing, focusing on case studies from Pontiflex, Thrillist, and Flavorpill. It highlights the effectiveness of email in building social communities and increasing engagement, with statistics showing high willingness among users to share email over social media information. The strategies outlined include using automated messaging, cross-promotion, and community engagement to drive audience growth and donations.

1. Online Marketing Summit NEW YORK| JULY 9, 2010 Social Media Integration Case Studies from Pontiflex, Thrillist and Flavorpill Jordan Cohen * John Wiseman * Russ Marchalek

2. Pontiflex: Using Email to Build Social Communities

3. Email: The Original Social Network The original social network: 95% of people in the US have an email address 47% of US email subscribers share messages with more than 20 friends 58% of Americans begin their online day by checking their email Sources: Forrester, ExactTarget

4. 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? Email is the First Step to Other Forms of Social 96% of people are willing to share their email address. Only 12% are willing share social media information. Source: Harris Interactive Survey September 2009

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. 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. 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. 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. Program Results Helped grow Twitter followers by 25X in 1 year Facebook fans doubled Increased pet adoptions and donations

10. Follow Your Audience "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." Debbie Swider E-marketing Director ASPCA

11. Extending Reach & Revenue through Social Media

12. Background • What is Thrillist? • Social Media Baby Steps • Learning to Run with It

13. Beyond the Share Tools Social Media Toolbar & iPhone App Signup Process & Welcome Email

14. Stay on Brand & Stay on Target Use Automated DM’s through SocialOomph

15. Strategies for Growth Incentivized Sharing & Cross-pollination • Ticket Giveaways & Caption Contests • Tweet Swaps

16. Revenue Drivers Bing for World Cup w/ 4SQ Ben & Jerry’s Truck

17. Flavorpill: Using Social Media To Achieve Offline Engagement

18. “ What Would You Buy With $50?”

19. Chocolates by Bbaale Irene, age 10 New Outfit by Mukasa Ibra, age 16 Guitar by Kakeeto Farook, age 16

20. Yoga at the Great Lawn Photo Credit: Michael O'Neill / Geoffrey Goodridge

21. Jordan Cohen [email_address] www.pontiflex.com John Wiseman [email_address] www.thrillist.com Russ Marshalek [email_address] www.flavorpill.com Thank You!

22. Thank You Visit www.onlinemarketingsummit.com f or more information Follow us @OMSummit