"Social CRM: Measurement & Marketing to Subscribers, Fans and Followers" by Dawn DeVirgilio, Product Marketing Manager at ExactTarget. Presented at Murmuration 2012.

1. SOCIAL CRM
Measurement & Marketing to
Subscribers, Fans and
Followers

2. The following slideshow was presented by ExactTarget’s Product Marketing Manager
Dawn DeVirgilio at
Murmuration 2012
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3. Welcome!
Dawn DeVirgilio
Product Marketing Manager
ExactTarget Social Media Lab
@dawndevirgilio
@ExactTarget
@CoTweet
/DawnDevirgilio

4. @dawndevirgilio

8. FA N S A R E N O W
REVOLUTIONARIES

10. Smell like a
man, man.

11. @dawndevirgilio

17. @dawndevirgilio

28. HIGH FIVE
FOR CONVERSATION

29. 1. ENGAGED LISTENING
@dawndevirgilio

30. GET ENGAGED
@dawndevirgilio

31. HAVE SOCIAL STRATEGY BEFORE THE CRISIS

32. 2. SOCIAL SWAT TEAM
@dawndevirgilio

33. EMPOWER YOUR TEAM

35. 3. HUMANIZE THE
BRAND
@dawndevirgilio

36. COTAGS
• CoTweet invented Cotags in
2008 as a convention to allow
companies to humanize their
brands on Twitter
• Adopted by
thousands of
organizations
globally

37. FIND YOUR CONTRIBUTORS

38. Employee accounts humanize your brand…
Contributors
@Citi_Anna @Citi_Frank
@citi
@Citi_Neal @Citi_Ben
Citi_Frank
@Citi_Sarah

39. Drive more conversations…
Contributors
@Citi_Anna @Citi_Frank
@citi
@Citi_Neal @Citi_Ben
JohnDoe @Citi_Frank Learned a ton!
@Citi_Sarah

40. And earn you more media
Contributors
@Citi_Anna @Citi_Frank
@citi
@Citi_Neal @Citi_Ben
Citi_Anna @JaneDoe So glad. Citi_Frank @JohnDoe Great to hear!
@Citi_Sarah

41. 4. BREAK DOWN SILOS
@dawndevirgilio

42. THE SOCIAL ECOSYSTEM

44. 5. ON-DEMAND DATA
@dawndevirgilio

45. EACH PERSON IS UNIQUE

46. A NEW CATEGORY OF SOFTWARE

47. INTERACTIVE MARKETING HUB

48. ENGAGE IN ONE INTEGRATED INBOX
View all the real-time conversations
about your brand on Twitter and
Facebook in one combined stream,
shared across your entire workgroup

49. PUBLISH FROM ONE PLATFORM
CONTENT MANAGER GEO-TARGET

50. REPORTING
Reach– Track the number of Facebook
Fans and Twitter followers, impressions
and ReTweets
Influence– View influence across multiple
dimensions and track over time
Engagement- Measure inbound volume
and outbound conversation volume across
all your Twitter and Facebook channels

51. BUILD DYNAMIC FAN PAGES

53. Thank You!
Dawn DeVirgilio
Product Marketing Manager
ExactTarget Social Media Lab
@dawndevirgilio
@ExactTarget
@CoTweet
/DawnDevirgilio

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