Marketers have dramatically expanded their use of social media marketing from an average of one platform per company in 2006 to eight in 2009. Businesses are increasingly becoming comfortable with the idea of having multiple engagement points with different categories of customers in appropriate social media venues. The growth of engagement marketing has actually increased the value of e-mail, particularly with consumer-facing companies. E-mail has become the force that binds together distributed and often disaggregated social activities and the integration point for customer information. Social media platforms also present an opportunity to drive e-mail subscriptions through multi-platform promotion. This presentation briefly describes the significant changes that multi-platform social media is driving in the marketing landscape and outlines some emerging best practices for combining new platforms with existing e-mail promotion.

1. Turbo-Charge E-mail Marketing with Social Media Paul Gillin Author, The New Influencers Secrets of Social Media Marketing

3. Customer Feedback

4. Low-Cost Content Source

5. New Segmentation Opportunities

6. Referrals & Endorsements

7. Ambassador Marketing

9. Microblogs

10. Social Networks

11. Media-Sharing

12. Forums

13. Shared Workspaces

14. Multi-user games

15. Social news

16. Virtual worlds

17. Community reviews

19. Generational Differences How US Female Internet Users Share Information About Products They Like Source: EMarketer

20. Because It Works 75% of daily social media users say e-mail is the best way to communicate them, compared to 65% of all e-mail users 49% of Twitter users say they made an online purchase because of e-mail, compared to 33% of all e-mail users --Nielsen Co “Newsletters will be a big part of our strategy for 2010” --Scott Monty, Ford Motor Co. Center for Media Research

21. Social Marketing Goes Multi-Platform Platform Adoption by Year Paul Gillin Communications Research 55 respondents

22. Typical Multi-Platform Scenario Corporate website Feed Aggregator Partner website Email Newsletter

23. Positive ROI Perception What has been the business impact of your company's use of multiple social media platforms? Paul Gillin Communications Research

24. Integration Is a Top Priority 37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra). 55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail). Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail) Source: EMarketer

25. What is Social CRM? “Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects. Social CRM is growing out of a completely different need -- the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.“ --Brent Leary in Inc. magazine

26. Go Where the People Are 32 million members 44 million members 400 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members

27. Humanize Interactions Trust Equation: People Relate Differently to Humans Than They Do To Brands (So Let Your People Go)

29. Capture Leads

30. Strengthen Relationships

31. Identify Topics

32. Generate Content

34. Generate Content “Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews. In addition, review readers are 62% more likely to continue to engage.” --BazaarVoice Case Study

35. Straight Talk Features top-rated customer favorites Publishes real customer testimonials

37. Ask a question, feature best answers

38. Bookmark and republish favorite tweets

39. Invite photos, videos and stories

40. Poll and promote

41. Ask feedback and cherry pick

43. Limited offers

44. Private or closed-group discussion

45. Brand ambassador programs

47. Social Users Engage Differently

48. Generate Leads Use Every Available Channel to Promote

49. Destination: Website Always Use Your Own Domain!

50. Make Content Easy to Share Promote Subscriptions Everywhere

51. Don’t Just Say “Follow Us On Twitter” Promote benefits of membership Describe content Offer multiple topical destinations Embed widgets to keep people on site

53. Customize landing pages to audience

54. Gather social contact information from subscribers

56. Anyone, even competitors, can contribute stories and photos

57. E-mail campaign reaches out to agents and producers

58. Visitors can submit photos of dismal lighting in their workplace

60. Social bookmark activity

61. Comments on your site and others

62. Inbound links

63. Blog mentions

64. Discussion group posts

65. Social network membership

66. Bloglines or Blogpulserankings

67. Mainstream media references

68. Referral links

69. Search engine results

70. Positive/negative sentiment analysis

71. Video viewership

72. Mashups

73. Copycat or parody videos