Slides from my keynote address at eCircle's Media Conference at the Soho Hotel in London - 19th October 2010

1. SOCIAL MEDIA OR EMAIL MARKETING?
OCTOBER 19TH 2010
PHILIP STOREY

2. SOCIAL MEDIA OR EMAIL MARKETING?
SOCIAL MEDIA INSTEAD, PLEASE
YOU RUB MY BACK, I’LL RUB YOURS
OOOH, THAT FEELS SO GOOD
CONVERSATION

3. MEASURABLE
CHEAP
GREAT RETURN ON INVESTMENT
EASY TO SET UP AND MAINTAIN
FAST FEEDBACK/RESPONSE
PUBLIC CREDIBILITY AND
ENGAGEMENT OF CROWD
VIRABILITY & SHARING OF CONTENT
BENEFITS OF SOCIAL

4. MEASURABLE
CHEAP (COMPARED TO OTHER CHANNELS)
GREAT RETURN ON INVESTMENT
EASY TO SET UP AND MAINTAIN
FAST RESPONSE AND RESULTS
ABILITY TO DEVELOP RELATIONSHIPS
THROUGH PREFERENCES AND
BEHAVIOURAL DATA
SHARING CONTENT
BENEFITS OF EMAIL

5. MEASURABLE
CHEAP
GREAT RETURN ON INVESTMENT
EASY TO SET UP AND MAINTAIN
FAST FEEDBACK/RESPONSE
PUBLIC CREDIBILITY AND
ENGAGEMENT OF CROWD
VIRABILITY & SHARING OF CONTENT
MEASURABLE
CHEAP (COMPARED TO OTHER CHANNELS)
GREAT RETURN ON INVESTMENT
EASY TO SET UP AND MAINTAIN
FAST RESPONSE AND RESULTS
ABILITY TO DEVELOP RELATIONSHIPS
THROUGH PREFERENCES AND
BEHAVIOURAL DATA
SHARING CONTENT
BOTH CHANNELS ARE BENEFICIAL TO BRANDS, WITH MANY SYNERGIES
BENEFITS OF SOCIAL BENEFITS OF EMAIL

6. LOOKS LIKE…
A MATCH MADE
IN HEAVEN

8. BUT SOME BRANDS
MADE A CHOICE…

9. VICKY WILLIS, BEN AND JERRY’S
SENIOR BRAND MANAGER:
“DEVELOPING FRIENDSHIP AND A
RELATIONSHIP IS KEY FOR US AND
SOCIAL MEDIA IS THE BEST PLACE
FOR THAT”
SOURCE: MARKETING WEEK 14 JULY 2010

10. IS THIS DECISION BENEFICIAL TO THE
BRAND AND THEIR FANS?

11. HOW ARE CONSUMERS USING EMAIL AND
SOCIAL MEDIA?
SOURCES: MASHABLE, TECHCRUNCH, NIELSEN
EMAIL ENGAGEMENT DATA PROVES
THAT EMAIL IS STILL WIDELY USED
THE MAJORITY OF PERSONAL ADMIN
TIME IS STILL SPENT IN THE INBOX
NIELSEN REPORT – “SOCIAL MEDIA
USE MAKES PEOPLE CONSUME
EMAIL MORE”

12. WHAT SOCIAL NETWORKS ARE SAYING
ABOUT EMAIL:
SOURCES: MASHABLE, TECHCRUNCH
MYSPACE RUMOURED TO BE
ROLLING OUR MYSPACE EMAIL
FACEBOOK DEVELOPING THEIR OWN
EMAIL SERVICE

13. WHAT DOES THIS MEAN FOR
MARKETERS?
FACEBOOK DEVELOPING THEIR OWN
EMAIL SERVICE
EMAIL HAS THE CLOSEST “MARKETING” RELATIONSHIP WITH SOCIAL MEDIA
COMPARED TO OTHER ONLINE ADVERTISING AND RELATIONSHIP CHANNELS
SOCIAL NETWORKS NEED EMAIL
EMAIL NEEDS TO FALL IN LOVE WITH SOCIAL NETWORKS
CONSUMERS ARE BECOMING FANS OF BRANDS AND ARE EXPERIENCING BRANDS,
THROUGH MANY CHANNELS. NOT EMAIL OR SOCIAL NETWORKS. NOT JUST EMAIL
AND SOCIAL NETWORKS…

14. HOW ARE CONSUMERS USING EMAIL AND
SOCIAL MEDIA?
SHARING
CONTENT:
WHERE…
SOURCE: MARKETING PROFS, OCTOBER 1ST 2010

15. HOW ARE CONSUMERS USING EMAIL AND
SOCIAL MEDIA?
SHARING
CONTENT:
WHY…
SOURCE: MARKETING PROFS, OCTOBER 1ST 2010

16. 61%OF RETAILERS IN THE UK
STILL USE FORWARD
TO A FRIEND

17. SOCIAL MEDIA
AND
EMAIL MARKETING

23. HOW COULD WE USE SOCIAL MEDIA TO
MAXIMISE RESPONSE FROM A PROSPECT
ACQUISITION CAMPAIGN?

24. ONE IDEA…

26. IN JULY 2010, ECIRCLE CEO,
VOLKER VIEWER SAID:
“PEOPLE MAKE CONNECTIONS THROUGH SOCIAL MEDIA,
WITH OTHER PEOPLE BRANDS AND BUSINESSES.
THEY THEN MAINTAIN AND DEVELOP THOSE
CONNECTIONS, THOSE RELATIONSHIPS THROUGH OTHER
CHANNELS SUCH AS EMAIL.
THIS IS WHERE I THINK SOCIAL MEDIA AND EMAIL SHOULD BE JOINED AT THE HIP.
IT’S NOT ABOUT ABANDONING ONE METHOD FOR ANOTHER, BUT ABOUT USING THE
BEST ELEMENTS OF EACH TO LISTEN TO CUSTOMERS, BUILD RELATIONSHIPS AND
ULTIMATELY DELIVER HIGHER ROI.
COMPANIES HAVE A HUGE OPPORTUNITY TO USE ALL THE DIGITAL TOOLS AT THEIR
FINGERTIPS TO CREATE A RELATIONSHIP WITH CUSTOMERS, INSTEAD OF THROWING
ALL THEIR EGGS INTO ONE BIG SOCIAL MEDIA BASKET”
SOURCE: TECHNOLOGY WEEKLY, 05 JULY 2010

27. CONVERSATION
P.STOREY@ECIRCLE.COM
TWITTER.COM/PHILIPSTOREY