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SUBSCRIBERS, FANS, & FOLLOWERS MEDIA COVERAGE: 

THE TOP FIVE BRANDS ON FACEBOOK,

8/25/10

WHERE PEOPLE START

THEIR ONLINE DAY,

6/9/10

WHY COMPANIES

‘CLICK’ ON TWITTER,

8/16/10

FACT OR

FICTION?

MOST

CUSTOMERS

SEEK OUT

DEALS,

DISCOUNTS

 AND COUPONS

ONLINE, 8/4/10

HOW TO CREATE A COMPELLING REASON TO GAIN PERMISSION, 9/9/10

7 WAYS TO MAKE YOUR SOCIAL MEDIA MARKETING WORK HARDER, 9/20/10

WHY USERS’ FIRST ONLINE ACTIVITY EACH MORNING IS IMPORTANT, 6/15/10EMAIL STILL DRIVING SHOPPING OVER SOCIAL, 7/21/10

 ARE TWITTER FOLLOWERS BETTER THAN FACEBOOK FANS?, 9/16/10

STUDY FINDS CUSTOMERS

 VALUE EMAIL, FACEBOOK

 AND TWITTER ASCOLLABORATORS, NOT

COMPETITORS, 9/8/10

CONSUMERS “LIKE” FACEBOOK PAGES TO CONVEY BRAND AFFILIATIONS, 8/26/10 SOCIAL NETWORKS ARE NOT KILLING OUR SOCIAL LIVES, 10/28/10

GETTING

TWITTER-

LITERATE,

6/18/10

STUDY FINDS MORE THAN ONE THIRD OF

CONSUMERS TURN TO FACEBOOK, TWITTER

TO ENGAGE BRANDS ONLINE, 7/13/10

COFFEE ‘N EMAIL, 6/15/10

 YOUR CONSUMER IS AS YOUR CONSUMER DOES, 9/13/10

THE 6 NEXT MOST

IMPORTANT SOCIAL

MEDIA ISSUES, 9/13/10

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© 2010 ExactTarget 3

DEAR INTERACTIVE MARKETER, 

We know social media has revolutionized the way we communicatewith our customers. We’re all in hot pursuit of knowing how to

effectively deliver the right messages, through the right channels,

at the right time.

  At ExactTarget, we also know that a marketer’s hunch is no

longer enough to nd success on the real-time web. To truly

connect with customers and deliver “right message, right time,

right place,” we must understand what actions consumers are

 actually  taking across these traditional and emerging channels.

That’s why we went straight to the source and asked consumers—not marketers—how they view

and use each of these unique communication mediums.

The result is our ground-breaking research series, SUBSCRIBERS, FANS, & FOLLOWERS*, which

captures a snapshot of the interactive marketing landscape as it stands right now. Inside this

latest report, we’ll take more than 100 pages of social media and interactive marketing research

conducted from April to July of 2010 and boil it down into digestible insights you  must know to

build integrated, cross-channel campaigns.

 And because we understand how short you are on time—and how strategic you need to be

to nd success in the era of real-time marketing—we provide tangible tips and tricks you

can apply TODAY to make our research of more than 1,500 online consumers  actionable. 

By implementing these easy tips and tricks, you’ll immediately reap the benets of this industry-

leading research, before the ever-evolving interactive landscape presents  new data and this

opportunity to act passes you by.

So enough talk—it’s time for action. The SUBSCRIBERS, FANS, & FOLLOWERS 2010 Executive

Summary will help you capitalize on the current interactive marketing landscape—in  real time,

with real results for your business.

To Your Interactive Successes,

The SUBSCRIBERS,FANS, & FOLLOWERS 

2010 Executive Summary 

will help you capitalize 

on the current interactive 

marketing landscape—in real time, with real results 

for your business.

*SUBSCRIBERS are U.S. consumers who have provided their emailaddress to at least one brand. FANS are U.S. consumers with aFacebook account who have become a FAN (or LIKED) at least onebrand on Facebook. FOLLOWERS are U.S. consumers with a Twitteraccount who FOLLOW at least one brand on Twitter.

TIM KOPP

Chief Marketing Ofcer

ExactTarget

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3%My Company'swebsite/intranet

    W       h

    e    r    e

 

  i   s    t    h  e 

  f   i  r  s  t p  l a c e you  g o  o n l  i  n  e   

i n   a    

t       y       p    

i    c  a    

l          d         a    

    y      ?        

5%News Site

11%Facebook

58%Email

20%Search/Portal3%

Other

©  E   x  a  c  t  T   a  r   g  e  t  

© 2010 ExactTarget4

58% OF CONSUMERS BEGIN THE DAYWITH EMAIL, 11% WITH FACEBOOK 

When your customers wake in the morning, are they reaching

for their smartphones to check Facebook, updating their Twitter

statuses, or logging onto laptops to check email? Believe it or not,

what an individual does rst thing in the morning can tell you a

lot about the types of marketing messages you should be sending

across email, Facebook, and Twitter. By examining U.S. consumers’

digital morning tendencies, you’ll gain a unique glimpse into your

customers’ individual priorities and motivations.

43% of all online consumers 

surveyed identify themselves as either 

FANS or FOLLOWERS.

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© 2010 ExactTarget 5

58%of online consumers 

begin the day with email, followed by 

checking a search engine or portal site 

(20%), and Facebook (11%).

People who check 

email rst tend to be 

motivated to interact 

with brands online for 

the sake of obtaining 

deals, promotions, or new 

product information.

People who initially 

check Facebook 

tend to become 

FANS of brands 

for entertainment 

purposes or to 

show support— 

not to obtain deals.

They’re more likely 

to seek promotions 

through email.

THE TAKEAWAYS:

When delivering product information,

deals, and promotions, consider

delivering this information via email,

preferably first-thing in the morning.

Individuals who check email rst

thing in the morning want different

types of information compared to those

who check Facebook rst. To engage with

Facebook-rst audiences, deliver content

that’s entertaining and fun.

Cross-promote your programs

across all channels. Make sure that

FANS and FOLLOWERS know they can

receive additional deals through email,

and that SUBSCRIBERS know they can

participate in activities like contests on

Facebook and Twitter.

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2

3

Get the full report atwww.exacttarget.com/sff 

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6 © 2010 ExactTarget© 2010 ExactTarget6

56% OF MILLENNIALS* SUBSCRIBE TOEMAIL IN SEARCH FOR ONGOING DEALS

More than 93% of online consumers are SUBSCRIBERS, meaning

they’ve provided their email address to at least one company or brand.

 And 88% of consumers check email daily while 94% use it at least once

a week. Additionally, more than 50% of consumers make purchasesas a direct result of email—it drives more

conversions than any other channel. So

while email isn’t new, it certainly isn’t dead.

It remains a critical foundation for online

marketing, due to its unique x-factors—the

characteristics that set it apart from any

other marketing channel.

THE TAKEAWAYS:56% of consumers aged 15-24

are twice as likely to SUBSCRIBE

to email in their search for deals as they

are to search on Facebook. Don’t allow

demographics to make you complacent.

Offer a blend of messages across both

traditional and emerging channels.

  Avoid the trap of promoting

exclusive offers that are channel-

specific—these offers initially attract

more FANS and FOLLOWERS, but they

won’t retain consumers over time.

To get on your customers’ “favorite”

list, relevancy is a must. The biggest

difference between valuable and non-

valuable email programs is whether or not

the information relates to the interests of

the customer.

Get the full report atwww.exacttarget.com/sff 

81% of consumers have been motivated to provide a company with an email 

address as a result of a promotion. Only 17% of consumers check Facebook for promotions, and only 3% check Twitter for promotions.

1

2

3

*Consumers aged 15-24

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© 2010 ExactTarget 7© 2010 ExactTarget

56% of 

Millennials SUBSCRIBE to 

email in their search for 

ongoing deals compared 

to only 28% who search 

for deals on Facebook.

Half of consumers (49%) always open emails from 

their “favorite” brands, compared to only 16% who 

say they never open an email from brands.

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© 2010 ExactTarget8

NEW CONSUMER PERSONAS HELP MARKETERSUNDERSTAND ONLINE MOTIVATIONS

Customers no longer pay attention to a marketer’s brand for the same reasons across

all ages, incomes, and genders. And despite marketers’ best efforts to categorize

consumer preferences based on these common demographics, most consumers

approach the internet like they do in all other areas of life—with intrinsic personality

traits and motivations that inuence how they’ll interact online. We identied 12

unique online consumer personas by studying their levels of social media consumption and

creation, so marketers like you can get to know your audiences based on personalities.

Get the full report atwww.exacttarget.com/sff 

4%of consumers are SUBSCRIBERS, FANS, and FOLLOWERS* 

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56%SUBSCRIBERS

ONLY 

32%SUBSCRIBERS

& FANS

4%SUBSCRIBERS,

FANS, & FOLLOWERS

0.7%FANS ONLY 

<0.1%FANS & 

FOLLOWERS

1.3%FOLLOWERSONLY 

©ExactTarget      S

       U      B      S       C      R

             I       B        E        R        S 

     ,     

       F       A      N

     S   ,   

      &      F    O     L    L   O   W  E

  R S  O V ERLAP 

© 2010 ExactTarget 9

The majority of online consumers identify themselves as Inner Circle 

Consumers  (who go online to maintain and deepen friend and family 

relationships), Cautious Consumers (who tend to be very selective about who they communicate with online), or  Info Seekers (who go online to 

nd and consume information).

*SUBSCRIBERS are U.S. consumers who have given their email

address to at least one brand. FANS are U.S. consumers with aFacebook account who have become a FAN (or LIKED) at least onebrand on Facebook. FOLLOWERS are U.S. consumers with a Twitteraccount who FOLLOW at least one brand on Twitter.

THE TAKEAWAYS:Don’t fall into the trap of marketing to consumers

based on demographics: personalities are

better indicators of how customers will engage

with brands across email, Facebook, and Twitter.

If any of your target audiences are comprised

of Megaphones, you’ll reach them best via

Facebook and Twitter. Keep your Megaphones

happy, or else the entire internet will hear about

your shortcomings.

The cross-over between SUBSCRIBER, FAN,

and FOLLOWER is more likely than ever before.

Make sure you effectively coordinate your messages

across these three channels, so you consistently

deliver high-quality and channel-appropriate content.

Although only 7% of online consumers identify themselves 

as Megaphones (who want to connect, educate, and share 

resources and information with others across the internet),they have a disproportionately large inuence on brands 

and the internet as a whole.

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10 © 2010 ExactTarget

Get the full report atwww.exacttarget.com/sff 

TWITTER USERS ARE 3X MORELIKELY TO IMPACT BRANDS ONLINE

  Although Twitter’s active user base remains smaller than

other social networking sites like Facebook, approximately

11.5 million U.S. consumers use Twitter on a daily basis,

and 5% choose to FOLLOW at least one brand or company.

These daily Twitter users are the most passionate and

inuential consumers across the entire internet, and what

they say about YOUR brand could have a profound impact

on your bottom line. What happens on Twitter doesn’t stay

on Twitter, and that’s why you must understand how to

successfully interact with them via this channel.

20% of consumers indicate that 

they’ve started FOLLOWING a brand on Twitter in 

order to interact with that company, compared to 

13% of SUBSCRIBERS and 13% of FANS who turn to email and Facebook for brand interaction.

THE TAKEAWAYS:Commit to serving your customers who douse Twitter

on a daily basis, even if this portion of your audience

represents a smaller number than other key constituencies.

When consumers choose to FOLLOW a brand,

they want:

• To obtain new, authentic perspectives on

companies

• To receive insider information about upcoming

products and services

• To get to know the personalities behind a brand

• To receive freebies, samples, and discounts

• To see how a company responds when its brand is

publically criticized

Be sure to keep these consumer expectations in mind when

choosing how to engage with your customers via Twitter.

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SOCIAL CONTRIBUTION ACTIVITIES (MONTHLY)

Daily Twitter Users All Other Consumers B  l o g

C o m m e n t

o n   P  h otos  or 

 V i  d  eos 

80%

76% 75% 72% 70%

61% 61%59%

56%53%

50% 50% 49% 48%

38%

27%25%

14%

23% 20%15% 13%

10% 10% 12%7%

14%10%

U  p l oa d 

 P  h otos 

 P os t

to

F or u  ms 

C o m m e n t

o n   B  l o gs 

 P os t

 R ati  n  gs  a n  d 

 R  e v

i  ews 

C o m m e n t

o n   N  ews 

U  p d at e  O w n  S i t e

U  p l oa d 

 A r ti  c l  es 

U  p l oa d 

 V i  d  eo

U  p l oa d 

 A u  d i o

 P os t

to

Wi  k i s 

S  e l  l   O  n  l i  n  e

 P os t

C ou  po n 

© 2010 ExactTarget 11

Twitter’s reach is approximately double its user base—23% of 

online consumers read Tweets at least monthly, and 11% report reading others’ Tweets even though they haven’t created a Twitter 

account of their own.

A brand’s Twitter FOLLOWERS are three 

times more likely than the average consumer to blog at least once per month (53% compared to 18%).

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THE TAKEAWAYS:In order to combat your customers’ fears

about a marketer’s role on Facebook, look at

every engagement as an opportunity to build trust.

It’s crucial that marketers understand that the

act of LIKING of a brand on Facebook doesn’t

serve as an open invitation for marketing messages.

Instead, it should be viewed as a simultaneous display

of endorsement and personal expression.

To capitalize on Facebook’s viral potential,

make sure you’re giving your FANS something

worth talking about! The more they talk about your

brand, the more your messages will reach new—and

potentially protable—audiences.

1

2

3

12 © 2010 ExactTarget

NEARLY 40% OF CONSUMERS“LIKE” COMPANIES TO SHOWBRAND AFFILIATION TO FRIENDS

Facebook reigns as the social networking community of choice

for today’s online consumer. 42% of U.S. online consumers,

which equals approximately 46 million people, say they use

Facebook at least once a day. But traditional marketing

theories centered on price, product, placement, and

promotion don’t necessarily work in this unique space.

Our research reveals the hidden opportunities—and potential

landmines—that await you, the marketer, on Facebook.

90% of people trust 

the recommendations of their 

Facebook friends .

59% of U.S. consumers say they use Facebook in order to maintain 

personal relationships, compared to 43% of consumers who say 

they’ve “LIKED” a brand.

70% of consumers who have “FANNED” (i.e. LIKED) a brand on 

Facebook didn’t feel they’d given this company permission to market to them.

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13© 2010 ExactTarget

WHAT HAS MOTIVATED YOU TO “LIKE” A COMPANY,BRAND, OR ASSOCIATION ON FACEBOOK?

To receive discounts and promotions

To show my support for the company to others

To get a “freebie” (e.g., free samples, coupon)

To stay informed about the activities of a company

To get updates on future products

To get updates on upcoming sales

For fun or entertainment

To get access to exclusive content

Someone recommended it to me

To learn more about the company

For education about company topics

To interact (e.g., share ideas, provide feedback)

40%

39%

36%

34%33%

30%

29%

25%

22%

21%

13%

13%

Get the full report atwww.exacttarget.com/sff 

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14 © 2010 ExactTarget

CONSUMERS VIEW EMAIL, FACEBOOK,

& TWITTER AS COLLABORATORS—NOT COMPETITORSWith headlines like “Facebook COO isEmbracing the End of Email” and “Facebookis Going for Some Twitter Sensibility,” it’seasy to understand why marketers getthe impression that email, Facebook, andTwitter are in direct competition with oneanother. But with a short attention span andan ability to multitask, consumers constantlyrotate from one online communication toolto another. If your customers don’t isolate

these channels from one another, why

should you?

THE TAKEAWAYS:  Although only 5% of U.S. online

consumers actually FOLLOW at

least one brand, these consumers are the

most inuential online group. You must

keep them happy in order to get the most

bang for your marketing buck.

96% of daily email users SUBSCRIBE

to at least one brand’s email messages,

and it drives more purchases than any otherchannel. It should serve as the cornerstone for

your retention marketing strategies.

 A Facebook FAN’S greatest value to

marketers lies in his or her ability to

spread messages to friends and contacts.

If you empower your Facebook FANS to

spread your brand’s message, you’ll acquire

new audiences and increase ROI.

1

2

3

Get the full report atwww.exacttarget.com/sff 

Email is the most broadly used 

communication channel and is likely to 

drive increased purchase intent among 

the largest number of consumers.

69%  68%of daily Twitter users FOLLOW at least one brand—making it the channel most likely to drive increased purchases 

after a consumer chooses to become a brand’s FOLLOWER.

of daily Facebook users are a FAN of at least one brand, but it’s the least effective channel 

to drive increased purchase behavior.

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15© 2010 ExactTarget

EMAIL, FACEBOOK, & TWITTER: SIDE-BY-SIDE+ POOR ++ FAIR +++ GOOD

Drivesresponse

from themasses.

Gatheringplace for FANS

ready to bemobilized foroutreach.

Personalconnection

with inuentialconsumers.

Targeted,exclusivecontent.

 

Fuel con- versationsamong FANSand theirfriends.

Provide“insideraccess” tofuel contentcreation.

  EMAIL FACEBOOK TWITTER

POTENTIAL REACH +++ ++ +

RETENTION +++ ++ ++

ACQUISITION + +++ +++

CHANNEL HIGHLIGHT

KEY TO SUCCESS

MOTIVATIONS TO BECOME SUBSCRIBERS,

FANS, & FOLLOWERS 

To receive discounts and promotions 67%  40% 31%

To get a “freebie” 55%  36% 28%

To get updates on future products 45%  33% 38%

To get updates on upcoming sales 50%  30% 30%

To stay informed about the activities of the company 28%  34%  32%

For fun and entertainment 29%  29%  26%

To show support for the company to others 11%  39%  23%

To learn about the company’s products and services 28%  21% 25%

To get access to exclusive content 33%  25% 25%

Someone recommended it to me 17%  22%  14%

For education about company topics 22%  13% 14%

To interact (e.g., provide feedback) 14% 13%  20%

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16 © 2010 ExactTarget

SOCIAL MEDIA INCREASES—NOT DECREASES—FACE-TO-FACE INTERACTIONS

  As the interactive industry evolves at a break-neck

pace, marketers need to be armed with the truth

about how their customers are engaging across

email, Facebook, and Twitter in order to successfully

communicate with them. And headlines and industry

buzz can often be misleading. That’s why we examined

four common social media myths to deny, debunk, and

deliver the answers you need to build an integrated

marketing strategy built on the truth—not commonly-

held assumptions.

THE TAKEAWAYS:Be sure to read beyond the headlines and carefully examine

an organization’s methodology before acting on research.

Simply increasing a FAN base won’t earn more money for

your organization. Mobilize the FAN base you already have

so they can share your powerful messages.

Twitter’s initial success may have hinged on big-name

celebrity participation, but now it’s made room for a  new type of celebrity—an individual who’s become famous simply as a

result of using Twitter.

Individuals who are becoming more active on Facebook

and Twitter are also interacting with friends in “real” settings

(not virtual) more often.

1

2

3

4

Get the full report atwww.exacttarget.com/sff 

THE MYTH THAT A “FACEBOOK FAN IS WORTH $136.38” 

IS PLAUSIBLE: However, the issue of causality is at 

stake when further examining the purchase potential 

of consumers after becoming a FAN.

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17© 2010 ExactTarget

AMONG CONSUMERSINCREASING FACEBOOK USE

60%SAME

27%MORE

19%LESS

63%SAME

19%MORE

AMONG CONSUMERSINCREASING TWITTER USE

   C   A   L   L   I   N   G   F   R   I   E   N   D   S

   O   N   T   H   E   P   H   O   N   E

   M   E   E   T   I   N   G   W   I   T   H   F   R   I   E   N   D   S   I   N   P   E   R   S   O   N

46%SAME

46%MORE

55%SAME

33%MORE

   C   A   L   L   I   N   G   F   R   I   E   N   D   S   O   N   T   H   E   P   H   O   N   E

   M   E   E   T   I   N   G   W   I   T   H   F   R   I   E   N   D   S   I   N   P   E   R   S   O   N

13%LESS

13%LESS 7%

LESS

THE MYTH THAT “SOCIAL MEDIA IS MAKING PEOPLE LESS SOCIAL” IS BUSTED: Increases in Facebook and Twitter usage actually correlate to increases in social, in-person interactions.

THE MYTH THAT “TWITTER’S SUCCESS HINGES ON CONTINUED CELEBRITY USAGE” IS BUSTED: With more than 370,000 new user sign-ups each day, online consumers 

continue to increase their use of Twitter.

THE MYTH THAT “EMAIL USE IS DECLINING” IS BUSTED: How consumers access email is changing, but the use of email 

continues to increase.

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18 © 2010 ExactTarget

Our SUBSCRIBERS, FANS, & FOLLOWERS

research is the rst of its kind to capture a

snapshot of how consumers are engaging

across email, Facebook, and Twitter. And

one thing is certain: consumers don’t limit

their engagements to one or two interactive

channels. 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. We’ve compiled 12 ways for you

to do just that, so you can achieve effective

customer communications today.

QUICK-HITTING WAYSTO INTEGRATE EMAIL,

FACEBOOK, AND TWITTER

Promote Facebook games, applications, and competitions in 

email and on Twitter.Feature winners of Facebook competitions in your email newsletter.

Tweet about exclusive content that’s only available to email SUBSCRIBERS.

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.

Include LIKE and FOLLOW buttons in email newsletters and promotions.

Include links to your Twitter and Facebook pages in email newsletters.

Collect email addresses at the point of conversion for 

consumers who link to your site from 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.

Host videos on your Facebook page and include links in your emails and post links on Twitter.

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19© 2010 ExactTarget© 2010 ExactTarget 19

“Companies should stand behind their

products, be available for questions, respondquickly, give realistic delivery dates, andcharge appropriately for delivery.”

“Only make 

legitimate, no-gimmick 

offers and include 

an easy way to 

unsubscribe.” 

“Make it worth my while. Incentives are always agood start, but in the end, anything you do needsto benet me as the consumer and get me hookedon your product.”

“MAKE YOUR POINT CLEARLY

 AND DON’T BURY THINGS IN

THE FINE PRINT. WHILE YOU’RE

 AT IT, GET RID OF ALL THE LEGALGARBAGE. IF YOU WANT TO SELL

ME SOMETHING, DON’T MAKE ME

DIG AROUND FOR IT.”

“RESPOND

TO ME QUICKLY 

 AND TREAT ME WITHRESPECT WHEN I HAVE

 A PROBLEM THAT

NEEDS TO BE FIXED.”

“FREEBIES ARE A GOOD

WAY TO CATCH ME. IF

I LIKE YOUR PRODUCT,

I’LL STICK AROUND AND

TELL MY FRIENDS.”

“Be honest and forthright.

Consistently deliver quality products and

provide the best customer service possible.

That will keep me coming back.”

“Include something

extra from time to time.

Surprise me and show me

 you value my business.”

“Send me your questionnaire about the kinds of things I’m interested in and send me the stuff I tell you I want.” 

“Have an emailthat I can sign up for,

 but don’t send emails allthe time. If a company 

 sends me too many, I start

thinking spam, and then I just hit delete.”

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