social media and email
DESCRIPTION
Harness social media and email together, not apart. First presented at Specialist Media Show 2010TRANSCRIPT
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Email AND social media not
email OR social mediaemail OR social media
Steve Kemish
Director, Cyance
Chair of IDM Digital Council
© Cyance Limited 2010
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The end of email?
“By 2014, social networking services will replace e-mail as the primary
vehicle for interpersonal communications for 20 percent of business
users”
- Gartner
“68 percent of teens ages 12-17 use instant messaging”
Only 73% of the 12-17 group uses email, which is a large drop from the
89% recorded in 2005. It is also the lowest use of any age group sampled
- Pew Internet and American Life Project
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Two tribes
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"The reports of my death are
greatly exaggerated.”
Mark Twain (and every ESP you will
meet!)
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Can’t we all just get along?
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Yes, it seems we can!
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Social media extends reach for
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What are we trying to achieve?
fan / follower to registered user‘
or 'fan to newsletter subscriber', or 'fan to newsletter subscriber',
or - ideally - 'follower to customer'
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Start by monitoring
Where can you already see social media
Traffic sources/ relevant discussion.
• Web analytics – referrer report
• Radian6/Mbuzz
• Plethora of free tools...
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Blogpulse – seek influencers
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SocialMediaMonitoring
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Harnessing the network effect
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Twitter to email in action
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AIDA still key
Attention
InterestInterest
Desire
Action
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It’s two-way street
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Get an email address, start a
conversation...
Data enhancement
First Last Email Company Role
Steve Kemish Cyance Ltd
First Last Email Company Role
Steve Kemish [email protected] Cyance ltd Marketing Director
Your database
After overlay
Look to add:• Age
• Gender
• Location
• Income
• Industry
• Etc etc
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...use social media to learn more.
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Integration – key focus in 2010
- strongmail
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Final thoughts
• Social Media is an excellent magnet and amplifier for
email.
• Let them compliment rather than compete.
• Start by searching/monitoring.• Start by searching/monitoring.
• Use Social Media as the top of the funnel
• Harness loyal email users and their networks
• Avoid the fads but except Social media is here to stay.
• Learn from others – “benchmarking is not theft”
© Cyance Limited 2010
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Further reading for b2b
Cyance/IDM B2B Social
media Census 2010
- Trends
- Insights- Insights
- Usage
Free copy
> http://bit.ly/b2bcensus
© Cyance Limited 2010