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Building Social Communities with a Focus on Privacy

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Online Marketing Summit
Online Marketing Summit

Building Social Communities with a Focus on Privacy How do you build a vibrant social community without compromising the trust of your audience? Learn how to acquire user data on a strictly opt-in basis and then engage effectively through enewsletters, Facebook, Twitter, and other online brand building communities. * John Wiseman, VP Marketing & Partnerships, Thrillist * Russ Marshalek, Social Media Manager, Flavorpill.com * Jordan Cohen, VP, Business Development, Pontiflex

Formation
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Pontiflex: Using Email to Build Social Communities
Email: The Original Social Network ,[object Object],[object Object],[object Object],Sources: Forrester, ExactTarget
[object Object],Email is the First Step to Other Forms of Social ,[object Object],[object Object],Source: Harris Interactive Survey September 2009
Acquire User Data ASPCA runs sign up ads on relevant publisher sites to get the conversation started Call to action: Give us your email to learn how to support ASPCA through social media Objective: Increase awareness and introduce new people to the ASPCA mission, programs and initiatives
Email is the Gateway to Social ASPCA sends welcome email as soon as someone signs up Welcome message includes links and apps to participate in social media The original social sharing: Forward to a Friend
Helpful Tips and News on Twitter News and legislative updates (pet food recalls, anti-tethering bills) Events: Adoption drives, Team ASPCA at the NYC Marathon, volunteer opps Tips on pet care
Content and Community on Facebook Specific advocacy pages (Pet Poison Awareness, Equine Cruelty…) Custom donation page UGC (pet videos, etc.), apps, contests “ Pet of the Week” adoption promotions
Program Results Helped grow Twitter followers by 25X in 1 year Facebook fans doubled Increased pet adoptions and donations
Follow Your Audience "E-mail is only one way to engage your member, donor, and advocate. When we combine all three (Facebook, Twitter and e-mail), we capture a bigger audience." Debbie Swider E-marketing Director ASPCA
Extending Reach & Revenue through Social Media
Background • What is Thrillist? • Social Media Baby Steps • Learning to Run with It
Beyond the Share Tools Social Media Toolbar & iPhone App Signup Process & Welcome Email
Stay on Brand & Stay on Target Use Automated DM’s through SocialOomph
Strategies for Growth ,[object Object]
Revenue Drivers ,[object Object]
Flavorpill: Using Social Media To Achieve Offline Engagement
“ What Would You Buy With $50?”
Chocolates  by Bbaale Irene, age 10 New Outfit  by Mukasa Ibra, age 16 Guitar  by Kakeeto Farook, age 16
Yoga at the Great Lawn Photo Credit: Michael O'Neill / Geoffrey Goodridge
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Building Social Communities with a Focus on Privacy

  • 1.
  • 2. Pontiflex: Using Email to Build Social Communities
  • 3.
  • 4.
  • 5. Acquire User Data ASPCA runs sign up ads on relevant publisher sites to get the conversation started Call to action: Give us your email to learn how to support ASPCA through social media Objective: Increase awareness and introduce new people to the ASPCA mission, programs and initiatives
  • 6. Email is the Gateway to Social ASPCA sends welcome email as soon as someone signs up Welcome message includes links and apps to participate in social media The original social sharing: Forward to a Friend
  • 7. Helpful Tips and News on Twitter News and legislative updates (pet food recalls, anti-tethering bills) Events: Adoption drives, Team ASPCA at the NYC Marathon, volunteer opps Tips on pet care
  • 8. Content and Community on Facebook Specific advocacy pages (Pet Poison Awareness, Equine Cruelty…) Custom donation page UGC (pet videos, etc.), apps, contests “ Pet of the Week” adoption promotions
  • 9. Program Results Helped grow Twitter followers by 25X in 1 year Facebook fans doubled Increased pet adoptions and donations
  • 10. Follow Your Audience "E-mail is only one way to engage your member, donor, and advocate. When we combine all three (Facebook, Twitter and e-mail), we capture a bigger audience." Debbie Swider E-marketing Director ASPCA
  • 11. Extending Reach & Revenue through Social Media
  • 12. Background • What is Thrillist? • Social Media Baby Steps • Learning to Run with It
  • 13. Beyond the Share Tools Social Media Toolbar & iPhone App Signup Process & Welcome Email
  • 14. Stay on Brand & Stay on Target Use Automated DM’s through SocialOomph
  • 15.
  • 16.
  • 17. Flavorpill: Using Social Media To Achieve Offline Engagement
  • 18. “ What Would You Buy With $50?”
  • 19. Chocolates  by Bbaale Irene, age 10 New Outfit  by Mukasa Ibra, age 16 Guitar  by Kakeeto Farook, age 16
  • 20. Yoga at the Great Lawn Photo Credit: Michael O'Neill / Geoffrey Goodridge
  • 21.
  • 22.