Email is social media!

1. Webinar
5 Ways to Ignite your
Email Program with Social Media and Sharing
July 27, 2010
✆ Dial-in telephone: 1 323 417 4600
Access code: 260-571-656
Webinar ID: 881-827-560
WhatCounts
It Starts with Email

2. Before we get started…
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of the slide deck within 1 to 2 business
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3. Tweet!
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@taddyhall
3

4. WhatCounts
One of the first ESPs going back to 2001
A quiet leader in a very noisy and crowded
category
Long list of marquee clients include Costco,
Alaska Air, MSNBC, FOXNews & REI
Unique in that it offers clients a choice between a
hosted SaaS solution or onsite hardware
appliance
Proud of its customer focus and 90%+ customer
retention rate

5. Speaker
Ridgway "Taddy" Hall specializes in leading organizations through
high growth - as well as tumultuous change - on the road to
success. From 2003 until August, 2008 Taddy served as the Chief
Strategy Officer for the Advertising Research Foundation (ARF)
where his primary responsibility was to help senior executives meet
growth objectives by making Marketing more effective and
accountable. Taddy is a recognized authority in the fields of
Marketing, Innovation, Branding, and Competitive Strategy. His
articles on innovation have appeared in The Harvard Business
Review (12/2005 and 1/2009), The Wall Street Journal, Ad Age,
and CMO Magazine. Taddy is also co-author of The Online
Taddy Hall Advertising Playbook, published by J. Wiley in April, 2007.
Chief Operations Over the last decade, Taddy has collaborated with Harvard
Business School Professor and innovation authority, Clayton M.
Officer, Christensen, on the publication of The Innovator's Solution and
Meteor Solutions, Marketing Malpractice (HBR) as well as on the growth of a related
WhatCounts Partner consulting practice.

6. About Meteor
The Leading Technology Platform for Measuring and Activating
Earned Media
Some of the Companies and Brands We Work With…

7. Agenda
Introduction
What is Earned Media and Why Should I Care?
5 Ways to Ignite Your Email Program with Social Media
1. Map and reveal the drivers of your online social graph
2. Identify fans and advocates in your list
3. Create messages and offers optimized for sharing
4. Recognize and reward
5. Measure and optimize
Key Take-Aways
Q&A

8. I currently do the following
in my in my marketing
program:
Use sharing tools on my website, landing pages and email
messages
Have an active presence on social platforms
Enable social engagement on my site (i.e. facebook
connect logins and/or Facebook like buttons)
Engage with those that engage with you
Recognize and reward sharing and influence

9. WHAT IS EARNED MEDIA AND
WHY SHOULD I CARE?

10. Sharing Makes Campaigns Go…
Paid Media Owned Media Earned Media

11. Measure and Monetize Earned Media
Measure the
Velocity and
Value of Word of
Launch Campaigns that Data Mouth in Real-
Time
Increase Word of Mouth
Automatically
Identify Most Influential
Users and Biggest Brand
Advocates
Actions Insights

12. Earned Media Moves the Needle
+ =
Lots of Traffic Valuable Visitors ROI
• 15-20% of Unique • 1.5x – 4x Conversion Lift • Low Acquisition Costs
Visitors from “Earned” • Loyal Fans • Engaged and Loyal
Links Customers
(source: Meteor Solutions, Razorfish)
(source: Meteor Solutions)

13. Where do you think email
ranks with Facebook and
Twitter in terms of earned
referral generation?
They are equal
Facebook and Twitter is greater than 2x bigger than email
Email is greater than 2x bigger than Facebook and Twitter

14. EMAIL RULES
Sources of Earned Referrals
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Source: Meteor Solutions data from >15 sites spanning games, mobile, technology, and travel sites.

15. 5 WAYS TO IGNITE YOUR EMAIL PROGRAM
WITH SOCIAL MEDIA

16. 1.MAP AND REVEAL THE DRIVERS OF
YOUR SOCIAL GRAPH
James Gets Email James Friends and Friends Visit Some buy and
from Palm and Shares Link Family Landing Page to some pass it
Clicks Through to to video Follow Link See Video & on…
Watch Video Offer
Buy!

17. 2. IDENTIFY FANS AND ADVOCATES IN
YOUR LIST
Serious Fan Advocates
Passionate about your brand, Committed to the cause, eager
eager to share with others. to make a difference.

18. How to Identify Your WOM MVPs
1. Collect Twitter and Facebook Account Info at
Registration
2. Indentify Twitter followers, Facebook fans,
product recommenders, and Facebook
connect “logins”
3. Meteor + WhatCounts Enable Tracking of
Sharing and WOM Referrals by User

19. Meet Ben. He’s Connected and He’s an Influencer
Who He Is
•40ish Husband + Father with 2 kids
•Lives in Seattle and Works in Software
What He Likes
•Music
•Sports
•Travel
Devices He Uses
•Laptop
•iPhone
Where You Can Reach Him and
Where He Shares
•Facebook
•Twitter
•Trip Advisor
……….and
•EMAIL!
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www.meteorsolutio 19

20. • Ben receives a weekly email from his
favorite airline…
• Most of the time, he doesn’t read it
• But this time, it just so happens he is
thinking about planning a trip to
Disneyland for his family
• This offer catches eye

21. • Ben clicks and goes to
“Disney Deals” landing page
• Finds a great deal for 3 days
and 2 nights in Anaheim
• Books the flight
• And then…

22. Emails
confirmation info
to his wife.
Tweets:
“Just booked a
family trip to
Disneyland through
@alaskaair. Get a
great deal here:
http://bit.ly/9vj5ZE”

23. WOM Traffic and Conversions Take-Off
Several
Followers “Re-tweet”
Click-
Through
A Couple of Followers
Book Trips

24. There Are Many More “Bens” Out There
100s 10,000s 1,000,000s
Many More “Friends
of Friends” Receive
and Re-Post
Larger Audience
Connected to Fans
and Advocates Pick it
Fans and Up and Pass it On
Advocates
Share Through
Social Graph

25. Email Programs That Generate WOM
Identifying influencers among
GOAL: Bring the most your audience
engaging content to the
most valuable audience on
the most active and
Audience
engaged sites.
Relevant, Useful,
and Engaging
Content That’s
Most Active Sites Easy to Share
and Communities
Place Content

26. 3. CREATE MESSAGES AND OFFERS
OPTIMIZED FOR SHARING
• Make your influencers famous
• Email exclusive offers that your influencers
can pass-along to their friends and followers
• Recognize and reward influencers in public
(on your site)
• Make it easy and fun to share from a landing
page

27. What do you think
motivates brand advocates
the most?
Deals and discounts
Recognition and status

28. Community
or Group
Rewards
Can Turn
Sharing Into
a Game
7/28/2010 Proprietary and Confidential. Patents
Pending.

29. 4. RECOGNIZE AND REWARD
• Recognize publicly on site or Facebook (i.e.
status points or badges)
• Recognize personally in email or direct
message
• Reward at individual level (i.e. individual
discounts, upgrades, or privileges)
• Reward at group level (i.e. free access to online
content)

30. Biggest
Fans All-
Biggest Fans
Time
Right Now
@beatofhawaii SChamb0
Special Offer: X
Get 10 Friends to Register for Mani-Pedi, Receive a
Free Facial
8 of 10
Almost
DealMom MelanieD There!
Pass-Along This
Offer and Unlock
Your Reward
Share

31. Alaska Airlines
Follow Apolo Hawaii Sweepstakes
Strategy and Tactics
•Activate Fans and
Advocates to:
- engage with site by signing
up for sweepstakes
- share content
- engage with site
- sign up for Alaska
newsletter & mileage plan

32. 5. MEASURE AND OPTIMIZE
• Track sharing and WOM referrals
attributable to email program
• Adjust eCPC and eCPA metrics to account
for additional earned value

33. Campaign Performance Overview
Email
Earned Media
Improves the
Bottom Line

34. The Impact of WOM on Email Performance
Clicks A Conversion A Clicks B Conversion B
Without Tracking WOM
A wins
Direct Visitors from Email
Source: Meteor Solutions + Hill Holiday

35. The Impact of WOM on Email Performance
Clicks A Conversion A Clicks B Conversion B
Without WOM:
A wins
With WOM:
B wins
Direct Visitors from Email
WOM Referrals

36. KEY TAKE-AWAYS
• Email is social media
• Engaged email subscribers are more likely to be
potential influencers of your brand
• Focus on bringing social activities and features into
your content and email messages.
• Email is part of the conversation: Use social
networks to build your email list and encourage
engaged email subscribers to share and advocate
your brand

37. Q&A

38. Our inaugural Summer Summit is SOLD OUT!! But don’t worry there is still a way
you can enjoy our jam-packed agenda full of invaluable email education. We will
be posting much of the content on our site after the event. So stay tuned!
For more information or to register now, visit:
http://www.whatcounts.com/summit

39. Contact Meteor
Taddy Hall
taddy@meteorsolutions.com
Twitter: @taddyhall

40. Contact Us
WhatCounts, Inc.
315 5th Avenue South, Suite 800
Seattle, WA 98104
800-440-7005
www.whatcounts.com
Twitter: @WhatCounts
WhatCounts™ sales@whatcounts.com
It Starts with Email