smaz keynote - november 2011

Leveraging Subscribers, Fans and Followers to Build a Social Media Powerhouse

Kevin BobowskiSr. Director, Sales & MarketingExactTarget Social Media Lab

Questions & Comments

@bobowski

Hashtag: #SMAZ

• 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)

SOCIAL MEDIA AT EXACTTARGET

MARKETERSUSED TO LOOK

LIKE THIS

Social Landscape

NOW THEY LOOK LIKE THIS

Text RESEARCH (email@company.com) to

38767

93% ARE SUBSCRIBERS

Where do your customers start the day?

58% begin the day with email, 11% with Facebook

42% ARE FANS

5% ARE FOLLOWERS

To REALLY sell social to the Executive team, focus on what

matters to them and align social to key corporate objectives

“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!”

WE NEED MORE RESOURCES BECAUSE…

• 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

Driving adoption of social media to deliver results

PROVE THAT SOCIAL MEDIA DELIVERS RESULTS WITH

FAMILIAR METRICS

WHAT IS THE ROI OF….

• 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

MEASURING SOCIAL MEDIA

Customers Engage with Brands in Multiple Ways

SOCIAL ISN’T A SILO. YOUR CUSTOMERS DON’T LIVE IN A SILO AND NEITHER SHOULD

YOU

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.”

Hitachi Promotes Content Sharing via Social Media

Emails are designed to make it easy for subscribers to share articles, respond to offers and access content on the Hitachi Data Systems’ website.

“Share This”

“View the Video”

“Review the Case Study”

“Register for Webinar”

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

BORROW EMAIL MARKETING BEST PRACTICES TO DRIVE

SUCCESS ON FACEBOOK

SOCIAL MYTHBUSTING

SOCIAL MYTHBUSTING

SOCIAL MYTHBUSTING

FREQUENCY

BOREDOM & IRRELEVANCE

• 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

Facebook & Email Separated at Birth?

• 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

TIPS FOR BETTER FACEBOOK MARKETING

FOR CUSTOMER SERVICE TO GET PERSONAL, YOU NEED STRUCTURE TO SCALE AND GROW YOUR SOCIAL CRM

PROGRAM

TWITTER USERS ARE 3X MORE LIKELY TO IMPACT BRANDS ONLINE

EMPOWER YOUR TEAM

DATA DRIVES PERSONALIZATION

CUSTOMER INTELLIGENCE AT THE POINT OF INTERACTION

Kevin BobowskiSr. Director, Sales & MarketingExactTarget Social Media Lab

@Bobowski

Thank You!