This is a presentation I gave at Responsys Leadership Forum on May 14, 2009 in SF. It is a brief discussion of ways to integrate email marketing and social media. Developed in conjunction with Alisa Hansen and Mark Beekman.

1. Mixing It Up:
Social Media Boot Camp
for Email Marketers
Edmund Wong
SVP Strategy
iCrossing
May 14, 2009

2. Social media has exploded
Community
Building
Content
Distribution
Active
Outreach
On-site
Integration
Social
Advertising
Allowing people to share opinions and experiences with each other
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3. Implementing a social program – the right way
• Start with objectives (not technologies or specific
social spaces)
Guidelines for
Social Media • Conduct due diligence: listen first to understand
Planning audience needs
• Establish social engagement plan based on objectives
and audience needs
• Is it useful?
Guidelines for • Is it unique?
Social Media
Content • Is it findable?
• Is it portable / shareable?
• Be useful
Rules for Brand • Be open
Engagement • Be humble
• Be responsive
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4. Is social media going to kill email?
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5. Social media is a phenomenon
deserving of the attention of
email marketers. That said,
suggesting one will quot;win outquot;
over the other is misguided.
Our attention is better spent
focusing on how the two will
evolve together.
- Email Insider
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6. Why it’s time to integrate email and social media
• Social media has experienced rapid adoption
• Conflicting reports about social networks surpassing
email. Marketers want to embrace this emerging
space
• Consumers are increasingly “living” in social spaces
• Social media provides one-to-one interaction
opportunities for marketers
….The Web itself is social…
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7. Let’s look at social media’s core strengths
Social media creates identity
IDENTITY beyond email, including rich
personal preference data
Social media is about
RELATIONSHIPS relationships and the social graph.
Tapping into the social graph
creates a “viral” effect
Social media is about activity.
“Activity” data provides key
ACTIVITIES insights into consumer behavior
and affinities. Activity output is
content – the new social currency
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8. How can I leverage In order to make
social media… my campaigns
IDENTITY RELEVANT
RELATIONSHIP USEFUL
ACTIVITIES EFFECTIVE
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9. Putting on your social “face” IDENTITY
 Personalize
campaigns by
putting a face on
your company or
product
 Allow customers to
interact with you
outside of email (if
they choose)
Follow us at…
Thank You,
Jon Doe
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10. Know where your customers “live” IDENTITY
 Integrate customer
identity data (the
social spaces they live
on) into your database
for segmentation
 Include fields for
acquiring a customer’s
social presence (e.g.
Facebook, Twitter)
 Customize emails
based on customer’s
technographic profile
and stated interest
based on conversation
data
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11. RELATIONSHIPS
Tap the social graph
 Promote email content
across your social
spaces
 Extend “old school”
mailto: link trick to
retweet link
http://twitter.com/home/?status
=RT:+@800flowers+peruvian
+lilies+limited+time+only+http:
//tinyurl.com/QYEpY2
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12. Leverage email database for social media
RELATIONSHIPS
customer acquisition
 Promote your social
efforts via the email
list
 Communicate the
value of utilizing a
given channel (e.g.
exclusive offers,
special breaking
news, product
introductions, etc.)
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13. ACTIVITY
User-generated content as email content
Blog post
Discussion forum-generated email “digest”
RSS-generated Email
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14. ACTIVITY
User-generated content as email content (cont’d)
Online forum question answered in email newsletter
Customer ratings and reviews drive conversion in email newsletter
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15. Promote your email newsletters in social “status
ACTIVITY
updates”
Bank of America is launching our weekly financial tips e-
@BofA_help launching our weekly newsletter. Go to http://tinyurl.com/d7ew2 to sign up to
financial tips e-newsletter. Sign up at get latest news straight from our financial advisors
http://tinyurl.com/d7ew2 #financial_tips
For illustrative purposes only
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16. Measuring success

17. Performance Measurement Scorecard (Sample)
Metric Category Sample KPIs Benchmark/Date Update/Date
• # blog mentions • 1,234 • 1,345
• # content views • 400 • 512
AWARENESS • Traffic • 2,034 • 2,500
• #Twitter hashtags • 150 • 435
• Open rate
• Blog comments
• #Followers
ACTION • #Subscriptions (YouTube)
• Traffic to “demo” site
• Click Through Rate
• # Inbound blog links
• #Facebook Fans
ADVOCACY • #Content embeds
• Retweets
• Email forwards
*Sample email marketing KPIs in italics
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18. A Social Engagement Dashboard
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19. In Closing

20. Key Takeaways to Maximizing Social & Email Efforts
• Experience Integration: Seamlessly intertwine user and
brand experiences across consumer touch points
• Customer Acquisition: Leverage social channels to greatly
enhance list building efforts
• Content Creation: Integrate social content and
interrelationships into email subject matter
• Campaign Segmentation: Utilize social insights and
knowledge to better segment or target campaigns
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21. Thank you
Edmund Wong
edmund.wong@icrossing.com
@edmundw