Post on 28-May-2015
description
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
• Cant we just all get along?
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
• 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
Video Content
on YouTube
about Virtual
Machines.
Found through
email,searchemail,search
and on the
VMware
YouTube
channel.
© 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 sk@cyance.com 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
> Give me or my colleague
your email address
© Cyance Limited 2010
Thanks
sk@cyance.com
twitter.com/skemmo