Social Media and Email
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Harness social media and email together, not apart. First presented at Specialist Media Show 2010
Transcript of Social Media and Email
Email AND social media not
email OR social mediaemail OR social media
Steve Kemish
Director, Cyance
Chair of IDM Digital Council
© Cyance Limited 2010
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
© Cyance Limited 2010
Two tribes
© Cyance Limited 2010
"The reports of my death are
greatly exaggerated.”
Mark Twain (and every ESP you will
meet!)
© Cyance Limited 2010
Can’t we all just get along?
Yes, it seems we can!
© Cyance Limited 2010
Social media extends reach for
© Cyance Limited 2010
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'
© Cyance Limited 2010
Start by monitoring
Where can you already see social media
Traffic sources/ relevant discussion.
• Web analytics – referrer report
• Radian6/Mbuzz
• Plethora of free tools...
© Cyance Limited 2010
Blogpulse – seek influencers
© Cyance Limited 2010
SocialMediaMonitoring
© Cyance Limited 2010
Harnessing the network effect
© Cyance Limited 2010
Twitter to email in action
© Cyance Limited 2010
AIDA still key
Attention
InterestInterest
Desire
Action
© Cyance Limited 2010
It’s two-way street
© Cyance Limited 2010
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
© Cyance Limited 2010
...use social media to learn more.
© Cyance Limited 2010
Integration – key focus in 2010
- strongmail
© Cyance Limited 2010
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
Further reading for b2b
Cyance/IDM B2B Social
media Census 2010
- Trends
- Insights- Insights
- Usage
Free copy
> http://bit.ly/b2bcensus
© Cyance Limited 2010
