Post on 07-Apr-2018
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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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Get the full report atwww.exacttarget.com/sff
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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.
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*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
s
© 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.
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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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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.
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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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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.
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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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This document may not be copied without the prior written consent of ExactTarget. © 2010 ExactTarget.
With a comprehensive email + Facebook + Twitter strategy, you need to
understand what’s being said about your brand—right now, in real time.
That’s why you need the ExactTarget Interactive Marketing Hub™.
You’ll get a single view of what’s happening across Email, Mobile, Social, and Sites. From planning and
tracking campaigns to engaging in real-time conversations on Twitter and Facebook, the Interactive
Marketing Hub will forever change the way you communicate with your customers.
Learn more at www.exacttarget.com/hub
Real [ data]. Real [ time]. Real [ smart marketing].
www.ExactTarget.com www.CoTweet.com