Download - Email and Social Media 2010

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


Two tribes


"The reports of my death are

greatly exaggerated.”

Mark Twain (and every ESP you will

meet!)


• Cant we just all get along?

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 'fan to newsletter subscriber',

or - ideally - 'follower to customer'


Start by monitoring

Where can you already see social media

Traffic sources/ relevant discussion.

• Web analytics – referrer report

• Radian6

• Plethora of free tools...


Blogpulse – seek influencers


SocialMediaMonitoring


Harnessing the network effect


Twitter to email in action


AIDA still key

Attention

InterestInterest

Desire

Action


Video Content

on YouTube

about Virtual

Machines.

Found through

email,searchemail,search

and on the

VMware

YouTube

channel.


It’s two-way street


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


...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.• 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”


Further reading for b2b

Cyance/IDM B2B Social

media Census 2010

- Trends

- Insights- Insights

- Usage

Free copy

> Give me or my colleague

your email address


Thanks

[email protected]

twitter.com/skemmo