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Subscribers, Fans & Followers The Social Break Up

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  • 1. INTRODUCTIONExactTargets SUBSCRIBERS, FANS, & FOLLOWERS researchseries is the first of its kinda groundbreaking body of work thatsets aside theories, assumptions, and widely-held beliefs to find outhow consumers want to interact with brands through Email, Facebook,and Twitter. Our reports draw on real consumer experience collectedthrough extensive focus groups, as well as online surveys derived fromwhat we hear from people in those focus groups. Why consumers end brandTo date, SUBSCRIBERS, FANS, & FOLLOWERS has explored both relationshipswhy and how consumers engage with brands across the most How they go about terminatingpopular interactive marketing channels: Email, Facebook, and Twitter. these relationshipsWe identified the unique characteristics of these interactive channelsand shared key strategies for capitalizing on the strengths of each to The impact of this social break-up onbuild an effective, integrated marketing program. consumers intent to do business withbrands in the futureIf you think of a consumers online interaction with your brand as atreasured relationship (and you should!) the next logical step is to To get a complete picture of the consumer-brand relationship,explore the termination of that relationship, or what weve dubbed:marketers must understand the relationship from beginning to end.The Social Break-Up. By examining the reasons why people disengage with brands, we gain valuable insight into what drives engagement through Email,In this report, we explore consumers motivations and actionsFacebook, and Twitteras well as what actions can inadvertently driveas they terminate their relationships with brands through Email, consumers away after the social honeymoon is over.Facebook, and Twitter:2 2011 ExactTarget | www.ExactTarget.com/sff

2. OVERVIEW:THE SOCIALBREAK-UPLike any interpersonal relationship, theconsumer-brand relationship has a distinctand fascinating life cycle. The relationshipbegins with the initial sparkthe decisionby the consumer to become a SUBSCRIBER,FAN, or FOLLOWERfollowed by a blissfulhoneymoon period in which the consumergets to know the company better throughcommunications and social interactions.As the relationship progresses, the frequencyand quality of interactions shapes theconsumers desire to take the relationship tothe next levelwhich may be a purchase, arecommendation, or even brand advocacy.Consumers want to know that companies arecommitted to the relationshipand that theycare. Companies express their commitmentto the relationship through engagingcommunications, delivered at appropriateintervals. But marketers must realize that thedefinitions of engaging and appropriatevary by channel. Communication practices thatconvey warmth and respect for the consumerthrough one channel can just as easily conveyindifferenceor desperationthrough another.If the company fails any of these relationshiptests, a social break-upi.e., an unsubscribe,unfan, unlike, or unfollowis all butinevitable. When the consumer is no longerhappy in the relationship, they will actively breakoff contact with the companyor just ignoretheir communications in the hopes the companywill get the message that its over. 2011 ExactTarget | www.ExactTarget.com/sff 3 3. DATING PROFILE: SUBSCRIBERSEMAIL: A RELATIONSHIPBUILT TO LAST? PERSONAL STATSLike an old married couple, U.S. online consumers have a long- 95% of U.S. online consumers use email standing and generally comfortable relationship with email marketing 93% of U.S. online consumers are SUBSCRIBERS practices. Theyve grown accustomed to using email as a way ofengaging with brands. However, as the old saying goes, sometimes (receive at least one permission-based email a day.)familiarity breeds contempt. TURN-ONS Marketers must respect the fact that online brand relationships 83% of U.S. online consumers say they checkespecially email-based brand relationshipsare built on trust. Overtime, SUBSCRIBERS are becoming more selective about giving email at least once per dayout their email addresses to companies. In fact, 77% of online 64% say they check email several times per day consumers say theyve become more cautious about giving 70% say they always open emails from their companies their email address over the past year. Consumersare also highly sensitive to the difference between permission-based favorite companiesemails from companies they know and trust and unsolicited messages TURN-OFFSfrom unknown companies. 77% of U.S. online consumers say theyve This doesnt mean that consumers are souring on email in generalit become more cautious about giving companiessimply means theyve become more savvy about email marketing, and their email address over the past year.their expectations of marketers have increased. Todays consumersscrutinize email marketing content and practices more than ever 91% of email users have subscribed to abefore. They understand that companies have the ability to send highly companys email and then later decided they notargeted, personalized messagesif they care enough to make the longer want to receive the emailseffort. Relevancy has become a baseline requirement for consumers, 18% say they never open email from companies and they are quick to judge companies when their email programs failto live up to this standard. I hate it when I get emails from companies who bought bulk lists of addresses and send their marketing news without me asking for it. Karen, 36, Little Rock, AR4 2011 ExactTarget | www.ExactTarget.com/sff 4. Im happy toprovide an emailaddress if I cansee a direct valueof getting emailsfrom the brand orcompany. On theother hand, Imreluctant to sharemy email addressif the benefits arevaguewhenthey just say signup to receive ournewsletter.Jeff, 43, Boston, MA 2011 ExactTarget | www.ExactTarget.com/sff 5 5. SUBSCRIBERS TYPICAL ACTION WHENTHEY ARE NO LONGER INTERESTED INIf after A COMPANYS PERMISSION EMAILStwo or threeemails thereClick the link to unsubscribe67%isnt anything17%Delete emails when they arriverelevant orexciting for me,8% Click the spam or junk buttonI unsubscribemyself.6%Nothing, just ignore the emailsHunter, 19, Phoenix, AZ2%Setup a filter in my email programYOU KNOW ITS OVER WHENSowhattriggersthebreak-up?Howdoconsumers When email does get tagged as spam, one of 17% of SUBSCRIBERS will continually delete ormake the break, and why do they decide to end thethe following is likely true:ignore email from companies with whom they noemail relationship? longer wish to interact, rather than making the effort The consumer doesnt recall giving theto unsubscribe or hit the spam button. Given ISPsTwo-thirds of consumers formally unsubscribecompany permission, which may point toincreasing focus on engagement as a criterionusing the unsubscribe links in a companys email, issues with the opt-in process, orfor delivering emails, these SUBSCRIBERSwhile only 8% click on the spam or junk Theconsumerhasmadeunsuccessfulattemptsconscious decision to ignore your emails may havebutton to block emails from companies theyto unsubscribe through the unsubscribe link and a negative impact on deliverability. Cleansing yourknow and trust. This challenges the widely-helduse the spam button as a last resort, oremail list of consistently unresponsive recipientsbelief that consumers click the spam button outis now imperative to avoid having your emailsof convenience, and that they dont understand Theemailcontentwasbadenoughtowarrantlabeled as spam by ISPs. Think of it as yourthe implication of this action. It also sheds somepunishment, and the consumer wanted toopportunity to initiate the break-up instead oflight on the level of frustration consumers mustprotect other consumers from repeating theirgetting dumped.feel when they finally resort to the spam button. bad experience.6 2011 ExactTarget | www.ExactTarget.com/sff 6. 17%of SUBSCRIBERS will continually delete or ignore email fromcompanies with whom they no longer wish to interact, rather than makingthe effort to unsubscribe or hit the spam button. 2011 ExactTarget | www.ExactTarget.com/sff 7 7. REMEMBERPLEASE TELL ME WHYME FONDLY We asked consumers to think of instances wherethey intentionally signed up to receive emails fromtime. To stay relevant, marketers need to continuallytake inventory of what individual SUBSCRIBERSLetting go can be very difficult, a company, but later decided they didnt want torespond to, and keep a broad content library to makeespeciallyconsidering thatreceive the emails anymore. What caused them to sure messaging remains varied and fresh.42% of SUBSCRIBERS saylose interest? (Multiple responses were allowed totheyre more likely to buy from a this survey question.) The answers read like a how- I just dont have time for acompany after signing up for theiremails. But in fact, a consumersto guide for break-ups.relationship right now.decision to stop receiving aYoure coming on too strong.Nearly half of consumers (47%) unsubscribe becausecompanys emails may not have Overuse of the email channel is the biggest reasontheyre overwhelmed by the amount of email theyan especially negative impact onSUBSCRIBERS pull away. 54% of consumers say receive in general. Remember: your competition intheir purchasing habitsif theirthey unsubscribe when emails come too frequentlythe inbox isnt the same as your competition in theunsubscribe request is handledfrom a particular brand. Marketers need to respectmarketplace. Every email a consumer receives isquickly and respectfully. consumers time and not bombard them with excessive competing for their time and attention. In order to wincommunications. the SUBSCRIBERs attention, your content must beHandlingabreak-upproperlygoesmore engaging and more relevant than anything elsea long way with consumers. Only16% of consumers believe theirIts not you. Its me.in the inbox.intent to purchase from a companydeclined after unsubscribing. EitherPeople change jobs, kids grow up, interests andpreferences change. 13% of consumers unsubscribeWe just never clicked.when their circumstances change. Remember, just 25% of consumers said they unsubscribe becausethey werent buying anyway, orbecause you get someone to subscribe doesnt mean the email content was irrelevant from the start. Inthey dont harbor negative feelingsyou have a commitment for life. the current environment, consumer expectationsthat would deter them from doingare high and relevancy is no longer an option forbusiness with the brand afterunsubscribing. On the other hand, The spark is gone.interactive marketers.making it difficult to unsubscribeKeeping the relationship fresh is a constant battle forcan seriously damage a brandsmarketers. 49% of consumers say they unsubscribecredibility with consumers. because content became boring or repetitive overClearly the best way to preserveSUBSCRIBERS relationships afterthe break-up is to make theunsubscribe process simpleand painless, and to handleunsubscribe requests promptlyand professionally. In otherwords, If you love someone,set them free8 2011 ExactTarget | www.ExactTarget.com/sff 8. Im on too many mailing lists and its just taking up space in my inbox.So if I notice that I never buy anything from them or havent been reading theiremails, I unsubscribe. Lindsay, 27, Fort Collins, CO REASONS PEOPLE UNSUBSCRIBE FROM PERMISSION EMAILS Emails came too frequently 54%The content became repetitive or boring over time49%I receive too many emails and neededto get off some companies lists47%25% The content wasnt relevantto me from the start I prefer to seek out information instead24%of having companies push it to me 22% I signed up for a one-time offer My circumstances changed (i.e., 13% moved, married, changed job, etc.)I switched to another company that8%provided better information 6%I found I could get the information another way (e.g., via blogs, Facebook, etc.) 2011 ExactTarget | www.ExactTarget.com/sff 9 9. DATING PROFILE:FACEBOOK: SHE LOVES ME, FANS SHE LOVES ME NOTPERSONAL STATSAs we discovered in SUBSCRIBERS, FANS, & FOLLOWERS #5:73% of U.S. online consumers have created a Facebook X-Factors, consumer motivations for becoming a FAN of aprofile on Facebook brand (or liking the brand) on Facebook vary widely. These motivationswere reinforced in our latest round of research, where respondents65% of U.S. online consumers are currently active answers regarding motivation fell into four general categories:on Facebook42% of U.S. online consumers are FANS (use Self-expression, identification with the brand, or public endorsement of the brandFacebook and have liked at least one company) Theopportunitytoconnectwithlike-mindedconsumersTURN-ONS Theabilitytolearnaboutandinteractwiththecompanybehind64% of Facebook users are FANS (have liked a the productscompany on Facebook) Desire to learn about products, stay updated on sales and84% of Facebook users check Facebook at leastpromotions, and take advantage of exclusive offersonce per week Because their motivations for liking a brand vary, consumers68% of Facebook users check Facebook at least expectations of how brands should engage with them on Facebookonce per dayare also varied. This creates something of a love-hate relationshipwith Facebook marketing practiceswhile many consumers likebrands in order to receive discounts and promotions, nearly asTURN-OFFS many others are turned off by this type of messaging.55% of Facebook users have liked a companyand then later decided they no longer wanted to seethat companys posts51% of FANS say they rarely or never visit acompanys page after liking them71% of FANS say they have become moreselective about liking companies on FacebookI hate when brands think of Facebook11% of people who created a Facebook accountinteractions as an opportunity forhave stopped using Facebooksending advertising messages.Melanie, 32, Madison, WI10 2011 ExactTarget | www.ExactTarget.com/sff 10. SENDING MIXED SIGNALSAfter liking a company, 51% of consumers say they expect the company to sendthem marketing messages, while 40% say they dont expect to receive marketingmessages from the company. (The remaining 9% dont know what they shouldexpect. Talk about sending mixed signals to marketers!)Companies have a considerable challenge when it comes to maintainingrelationships on Facebook. Some consumers want brands to entertain them withfun posts, while others only want to see posts that provide direct, tangible benefits.When a consumer likes a brand, what kind of signal are they sending? Shouldmarketers interpret the like as permission to market to the consumer, or not?The age and gender of the FAN are important factors in deciding whether likeis the equivalent of permission. Consumers 24 and younger are the least likely toexpect marketing messages via Facebook (40%), while those who are 35 and olderare far more likely to expect marketing messages after becoming FANS (55%).Similarly, men are less likely to expect marketing messages through Facebookthan women. Only 44% of men equate liking a brand with permission to sendmarketing messages, while 55% of women make this connection.Although these numbers show some ambiguity, its clear that a like can beread in a variety of ways. So, tread carefully when it comes to assuming thatlike equals permission. FANS are fickle, connected, and very vocal if you crosstheir shifting lines of propriety. The word fan is, after all, short for fanatic. Andremember thisthe consumer said they like your brand. Nobody said anythingabout LOVE. Reading too much into a FANs like is the online equivalent oftalking about marriage on the first date.I tend to pursue information onFacebook but I dont particularly like tohave it pushed to me via Facebook. I useFacebook to get an overall idea of whata given company is doing what theirmessage is, what they do, and what isgoing on. Megan, 21, Las Vegas, NV 2011 ExactTarget | www.ExactTarget.com/sff 11 11. BREAKING UP IS, LIKE, HARD TO DO So what happens when a consumer decides they no longer like a brand? Howand whydoes the break-up occur? More than half of consumers Youre smothering me. (55%) have liked a brand, only to decide later that they no longer want to seeFrequency is a key factor in consumers decisions to end brand relationships posts from that brand. Of that group, only 57% bother to formally unlike thethrough Facebook. In total, 63% of consumers have unliked a company company. The rest either ignore unwanted posts or delete the posts from their due to excessive postingseither the individual brands postings (44%) or in newsfeed. So more than half the time, the company receives no direct feedback an attempt to cut down on overall marketing clutter (43%). about the consumers desire to stop seeing their posts. Kind of like a long- distance relationship where your beloved forgets to tell you theyve moved on. I just got bored. When a consumer likes a company and later changes their mind, what causes As with email, marketers need to focus on keeping the Facebook relationship them to lose interest? (Multiple responses were allowed to this survey question.) fresh. 38% of consumers say theyve unliked a company because content became boring or repetitive. At the same time, marketers need to avoid posting too much fluff17% of consumers have unliked a brand because postings were too chit-chatty.FANS TYPICAL ACTION WHEN THEYNO LONGER WANT TOLets be honest-I was only after one thing. 26% of consumers say they have liked a company because they wereSEE POSTS FROM interested in a one-time offer, and then unliked the brand after gettingA COMPANY ON what they wanted. Marketers should consider their goals when offeringFACEBOOK promotions through Facebookare you looking for a long-term relationship, or just a one-night stand? Im not sure what I want right now. The Facebook dichotomy is evident in that 24% of consumers have unliked because the company didnt offer enough deals, while another 24% have unliked because posts were too promotional. Consumer expectations are clearly divided, so its important to strike a balance that satisfies both groups, while not coming on too strong either way. Nothing,just ignore Click the X inmy news feedGo to the companys I like a lot of different brands, andtheir poststo remove them fan page and if theyre all constantly posting then from my wall unlike them its overwhelming. Aaron, 23, Houston, TX12 2011 ExactTarget | www.ExactTarget.com/sff 12. MAYBE WE CAN STILL BE FRIENDS?A consumers decision to unlike a company has surprisingly little impact It seems the correlation between unliking a company and continuing to doon the perceived likelihood that they will buy from that company in thebusiness with that company is tenuous at best. So while Facebook remainsfuture. In total, 63% of consumers said they were as likely or more likely a viable channel for interactive marketing, companies probably shouldntto purchase something from a company after ending their Facebook place undue emphasis on how many times they are liked. Rather, therelationship. Another 18% said they only unlike a company if they neveremphasis should be on fostering an engaged community of FANS who likebought anything in the first place.you enough to amplify your brand within their circle of Facebook friends. REASONS PEOPLE UNLIKE BRANDS ON FACEBOOK The company posted too frequently44%My wall was becoming too crowded with marketingposts and I needed to get rid of some of them43% The content became repetitive or boring over time 38% 26%I only liked the company to takeadvantage of a one-time offer24%They didnt offer enough deals24%Their posts were too promotional The content wasnt relevant19%to me from the start 17%The companys posts were too chit-chattynot focused on real value 14% Ihaving companies push it to meinstead ofprefer to seek out information 12% My circumstances changed (i.e.,moved, married, changed job, etc.) 2011 ExactTarget | www.ExactTarget.com/sff 13 13. DATING PROFILE: TWITTER: WE JUST GET EACH OTHERFOLLOWERS In our latest round of research, we explored consumer motivations for followingbrands through Twitter. Responses echoed the three broad themes that werediscussed in SUBSCRIBERS, FANS, & FOLLOWERS #4: Twitter X-Factors: PERSONAL STATSBREVITY: The short and sweet nature of tweets facilitates quick and 17% of U.S. online consumers have created a 1 concise communication Twitter account ACCESSIBILITY: Twitter provides unprecedented access to individuals 9% of U.S. online consumers are currently active2 and brands on Twitter INTERACTION: Brands are available for real-time communication and 5% of U.S. online consumers are FOLLOWERS 3 timely responses (use Twitter and have followed at least one company) Despitethesevariedmotivations,Twitterusersasawholeseemquitecomfortableusing Twitter as a platform for interacting with brands. In fact, Twitter is morefrequently viewed as a two-way communication tool than either email or Facebook. TURN-ONS 56% of active Twitter users are FOLLOWERSTwitter has a strong polarizing effect that is unlike any other social media channel.Its users either become extremely active on Twitter, or they stop using the platform 64% of active Twitter users check Twitter at least altogether. In fact, nearly half of consumers who have created a Twitter account once per day have stopped using the service. 48% check Twitter several times per dayBut those who remain active on Twitter are among the most active and connected 71% of FOLLOWERS expect to receive marketing of all U.S. online consumers. They have a high tendency to check Twitter, Facebook,and Email at least daily, and actively use their mobile phones to stay connected. messages from companies through Twitter TURN-OFFS 41% of Twitter users have followed a company on Twitter and then stopped following them later 47% of those who created a Twitter account are no longer active on TwitterIts not that the companies I was following on Twitter did anything wrong.I didnt stop following them, per se, I just stopped using Twitter. Cara, 29, Portland, ME14 2011 ExactTarget | www.ExactTarget.com/sff 14. ARE YOU EVEN LISTENING TO ME??? Perhaps because of their fondness for connection, Twitter users are actually less likely to stop following a brand than Facebook or email users (41% for Twitter, versus 55% for Facebook and 91% for email). They also seem to have much different expectations around frequency of brand communications through Twitter than Facebook or email users. Of course, Twitter break-ups still happen. And when they do, its usually about content, not frequency. Im not getting anything out of this relationship. On Twitter, the focus is much more about keeping Tweets interesting than limiting frequency. Content that becomes repetitive or boring is the most common reason people disengage with brands on Twitter (52%). Marketers should also keep their Tweets focused on delivering value, as 20% of Twitter users have stopped following a company because Tweets were too chit-chatty. I need to focus on other things right now. The main frequency-related complaint from Twitter users is that their Twitter feed is simply too crowded with marketing messages. So the problem in this case may be that the consumer is following too many brands, not that any particular brand is Tweeting too frequently.Brands that Tweet only once per week or less quickly become obsoletetheyre not providing value in that medium. Jason, 28, Buffalo, NY 2011 ExactTarget | www.ExactTarget.com/sff 15 15. Ive never had any problems with brands over-Tweeting. I usually see 4-5 status updates a day per brand, which doesnt bother me at all. Its not like theyre repeating the same post over and over. Dave, 38, Charleston, SCREASONS PEOPLE STOP FOLLOWINGBRANDS ON TWITTER The content became repetitive or boring over time 52%My Tweet stream was becoming too crowded withmarketing posts and I needed to get rid of some of them 41%The company posted too frequently 39% 27% I only followed the company to take advantage of a one-time offer27% They didnt offer enough deals 21%Their Tweets were too promotional20% The companys Tweets were too chit-chattynot focused on real value15%The content wasnt relevant to me from the start I prefer to seek out information instead of15%having companies push it to me12%My circumstances changed (i.e., moved, married, changed job, etc.)16 2011 ExactTarget | www.ExactTarget.com/sff 16. A COMMITMENTPROBLEM?Nearly half of all consumers who created aTwitter account no longer use Twitter. Theyarent just breaking up with brandssomeare leaving Twitter altogether. However,those that remain on Twitter are some ofthe most influential on the Web, meaningthe channel cant be ignoredThe top three reasons people quit using Twitter?52% found Twitterto be pointless38% said it got boring23% think Twitteris too chaoticWhether retention will be a significant issuefor Twitter remains to be seen. As detailed inSUBSCRIBERS, FANS, & FOLLOWERS #4:Twitter X-Factors, Twitter has a strongholdon the Megaphone audience. With somany influencers among their ranks, Twittersaudience may not need to reach Facebook-like proportions. However, our researchindicates that more consumers may bewilling to stick with Twitter if they understoodits value more immediately during the post-registration honeymoon period. 2011 ExactTarget | www.ExactTarget.com/sff 17 17. I think each channel should be customized for that group of people, so that each group feels important. That way, a consumer can follow on Twitter, Facebook, and by email and not be overloaded with the same information. Amanda, 31, Louisville, KY18 2011 ExactTarget | www.ExactTarget.com/sff 18. CONCLUSIONMost romances come to an end at some point, andwhether conducted BREACHES OF SOCIAL ETIQUETTE. Every channel has its own rules,through Email, Facebook, or Twitteronline consumer-brand romances areand consumers expect companies to know the rules and follow them.no exception. Regardless of channel, our research shows that one thingFailure to respect the social etiquette in each channel is a clear signal thatconsistently drives consumers away; communications that, in some way, your brand doesnt care.demonstrate that the company doesnt care.Email: Consumers want brands to send them relevant content thatMarketers have been focused on relevancy since the dawn of emailis tailored to their personal interests. They expect marketers to honormarketing, but the idea of showing you care may be a new one. Wepermissions, and show restraint when it comes to email frequency. Theysometimes hear marketers talk about authenticity as a key component measure your emails not against the best in your industry, but against thetoengagingconsumers.However,theconsumerswespoketodidnt best senders in their inbox.talk about authenticity. They talked about caring, and caring goes muchFacebook: Consumers view Facebook as a great way to engage withdeeper. Caring conveys the sentiment that brands place the bestbrands they already know and trust. They expect marketers to keep theirinterests of their customers ahead of their own balance sheets.Facebook pages fresh and interesting, and to limit their posts to avoidSo how do you let consumers know your company cares? Or, more to thedrowning out social interactions.point, is it possible that your Email, Facebook, and Twitter communicationsTwitter: Consumers who actively use Twitter expect frequent, focusedare inadvertently telling consumers you dont care? Take a long, hard look inTweets from brands, but they dont want to be overwhelmed. They expectthe mirror and make sure youre not making any of these classic mistakes:to receive prompt answers when they ask questions via Twitter.FAILURE TO ENGAGE. Lack of follow-through sends a clear messageOne thing is certainthe consumer-brand relationshipthat you dont care. With emailencouraging registration, but not delivering will continue to grow and develop in theemails in a timely manner. On Facebookcreating a profile page, but neveryears to come. Its your job to make thatupdating it. On Twittercreating a Twitter handle, but never Tweeting. If you relationship work!dont care enough to keep up with the basics, why should consumersbother to interact with your brand?BEING TOO SELF-PROMOTIONAL. Consumers expect and wantbrands to promote their products and services, but these messagesmustbebalancedwithinformationthatbenefitstheconsumer.Hardsell tactics can work in person, but they fail online because you lackthe personal interaction to counter the hard-sell message. No matterhow personal they are, Email, Facebook, and Twitter dont allow youto replicate a face-to-face conversation.UNCLEAR MESSAGE. Consumers want to learn as much as possibleabout a product or service before they buy it. If product information isunclear, incomplete, or difficult to find, the brand may be seen as careless,irresponsible, or untrustworthy. 2011 ExactTarget | www.ExactTarget.com/sff 19 19. KEEP THEIn order to maintain relationships through Email + Facebook +Twitter, you need to understand what consumers are saying aboutyour brandright now, in real time.ROMANCEThatswhyyouneedtheExactTargetInteractiveMarketingHub.Youll get a single view of whats happening across Email, Mobile,ALIVE!Social, and Sites. From planning and tracking campaigns toengaging in real-time conversations on Twitter and Facebook,theInteractiveMarketingHubwillforeverchangethewayyoucommunicate with your customers.Learn more at www.exacttarget.com/hubReal [data]. Real [time]. Real [smart marketing]. www.ExactTarget.com www.CoTweet.comThis document may not be copied without the prior written consent of ExactTarget. 2011 ExactTarget.