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How to combine email and social media to best effect - practical tips from Steve Kemish of Cyance
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Email AND social media not email OR social media
Steve KemishDirector, Cyance
Chair of IDM Digital Council
© Cyance Limited 2010
The end of email?
“By 2014, social networking services will replace e-mail as the primaryvehicle for interpersonal communications for 20 percent of businessusers”
- 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 the89% 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 email
© Cyance Limited 2010
What are we trying to achieve?
fan / follower to registered user‘
or 'fan to newsletter subscriber',
or - ideally - 'follower to customer'
© Cyance Limited 2010
Start by monitoring
Where can you already see social mediaTraffic 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
Interest
Desire
Action
© Cyance Limited 2010
It’s two-way street
© Cyance Limited 2010
Get an email address, start a conversation...
Data enhancement
Look to add:• Age• Gender• Location• Income• Industry• Etc etc
First Last Email Company RoleSteve Kemish Cyance Ltd
First Last Email Company RoleSteve Kemish [email protected] Cyance ltd Marketing Director
Your database
After overlay
© 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.• 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- Usage
Free copy > Give me your email
address & I'll send you a link
© Cyance Limited 2010
