Email and Social Media

transcript

Email AND social media not email OR social media

Steve KemishDirector, Cyance

Chair of IDM Digital Council

The end of email?

“By 2014, social networking services will replace e-mail as the primaryvehicle for interpersonal communications for 20 percent of businessusers”

- 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 the89% recorded in 2005. It is also the lowest use of any age group sampled

- Pew Internet and American Life Project

Two tribes

"The reports of my death are greatly exaggerated.”

Mark Twain (and every ESP you will meet!)

Can’t we all just get along?

Yes, it seems we can!

Social media extends reach for email

What are we trying to achieve?

fan / follower to registered user‘

or 'fan to newsletter subscriber',

or - ideally - 'follower to customer'

Start by monitoring

Where can you already see social mediaTraffic sources/ relevant discussion.

• Web analytics – referrer report• Radian6/Mbuzz• Plethora of free tools...

Blogpulse – seek influencers

SocialMediaMonitoring

Harnessing the network effect

Twitter to email in action

AIDA still key

Attention

Interest

Desire

Action

It’s two-way street

Get an email address, start a conversation...

Data enhancement

Look to add:• Age• Gender• Location• Income• Industry• Etc etc

First Last Email Company RoleSteve Kemish Cyance Ltd

First Last Email Company RoleSteve Kemish sk@cyance.com Cyance ltd Marketing Director

Your database

After overlay

...use social media to learn more.

Integration – key focus in 2010

- strongmail

Final thoughts• Social Media is an excellent magnet and amplifier for

email.• Let them compliment rather than compete.• 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”

Email and Social Media

Business