Email + SocialHow to Harness the Most Potent One-to-One Marketing Strategy of our Time
Joel BookExactTarget, Inc.
Blog: EmailMarketingbytheBook.comTwitter: @joelbook
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A B O U T E X A C T T A R G E TLEADING PROVIDER OF ON-DEMAND
SOFTWARE, SERVICES & INTEGRATED SOLUTIONS FOR EMAIL MARKETING &
EMERGING ONE-TO-ONE MEDIA
EXACTTARGETinACTION .com
www.
FOUNDED IN
2000FOUNDED IN
2000 500+EMPLOYEES
500+EMPLOYEES
$70MPRIVATE EQUITY FUNDING MAY 09
$70MPRIVATE EQUITY FUNDING MAY 09
7,000+CLIENTS
7,000+CLIENTS
OVER
2B+ MONTHLYEMAIL VOLUME
OVER
2B+ MONTHLYEMAIL VOLUME
We are in the Middle of a
Media Revolution
How Did We Get Here?
<1990 1990s
Direct MailTelephone
1999 2000s 2009TVRadioPrintDisplay
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Display
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter
The Evolution of Media
Media is “The New Creative.”
Message distribution is now as important
as creative execution.
Creating brand
advocates is now just as
important as
creating brand
awareness.
“BRAND FANS” HAVE
BECOME YOUR BEST MARKETERS
EXACTTARGETinACTION .com
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Maintaining the Customer Connection
MORE MEDIA
DOLLARS ARE
SHIFTING TO EMAIL
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research“E-Mail Marketing Comes of Age.”
“50 million U.S. Internet users are active users of social networks.”
Source: USC, “The Digital Future”
MORE THAN 50% OF ALL CONTENT SHARED IS
SHARED USING
Source: Tim Schigel, ShareThis
EMAIL + SOCIAL
ACTION
AMPLIFIED
EXACTTARGETinACTION .com
www.
EMAIL + SOCIAL
USING SOCIAL
FORWARD TO EXPAND
CUSTOMER DATABASE
EXACTTARGETinACTION .com
www.
EMAIL + SOCIAL
CREATINGBRAND
FANS
EXACTTARGETinACTION .com
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EMAIL + SOCIAL
Providing Customers a
Voice
EMAIL + SOCIAL
CUSTOMER
EDUCATION
EXACTTARGETinACTION .com
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EMAIL + SOCIAL
DRIVING
DEMAND
EXACTTARGETinACTION .com
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How Dreamfields
Changed CPG Marketing
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Dreamfields Pasta• Introduced in June, 2004• Only great tasting low
carbohydrate pasta on market
• Appeals to diabetics, low carb dieters, and people seeking higher fiber
• Costs about double the retail of regular pasta
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Dreamfield’s Marketing Challenges• Attract diabetics and low carb dieters; Encourage trial
• Engage and educate consumers on product benefits
• Build a community of passionate customers that share brand
• Stretch limited budget to augment traditional advertising
• Engage and educate healthcare professionals
• Discover what works best and expand
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Brand Fan Development Model
ATTRACT
ENGAGE
CONVERT
EMPOWER
SUPPORT
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Dreamfields Multi-Channel Strategy Channels:
• Website• Email• Social Networks
• Twitter • Facebook
• You Tube
Activities (*): Manages 3 websites, 50+ landing pages, and an E-commerce site Does online advertising to attract consumers to the Dreamfields website Sends branding emails 12 times per year, and automated emails daily. Conducts consumer and professional word of mouth programs.(*) All marketing activities are planned
an executed by HyperDrive Interactive
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Using Email to Educate Consumers Dreamfields uses SEO, PPC and
Word of Mouth to attract consumers to www.trydreamfields.com
Consumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”
In less than two years, Dreamfields has built an email subscriber database of more than 400,000 consumers, and 18,000 healthcare professionals
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Email + Social Media to Drive “Word of Mouth”
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Engagement Emails Drive Sharing
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Dreamfields Professional Influencer Program
Winning Patient Recommendations through
Email and WOM Marketing
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Pro Invitation Landing Page
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Tools for Talking to Patients
• Technical product materials
−To address skepticism and invite questions
• Product sample to taste, share, use box for demo
• Patient Education Pamphlets
−Explain “how it works” in patient’s language
• Recipe Flyer with coupon
−Provide tangible purchase incentive and reminder for patient
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Patient Education Pamphlet and Flyer
© ExactTarget, All Rights Reserved
Key Metric FY 2005 FY 2009
Web Visits 19,800 728,000
Page Views 98,000 2,389,957
Search Engine Traffic 1,340 176,300
Consumer Permissions 0 317,710
Professional Influencers 0 20,790
Direct Online Sales 3,700 lbs. 323,000 lbs.
Total Volume < 3,000,000 lbs. >8,318,000 lbs.
Profitability No Yes
Confidential DataDo Not Copy
Interactive Marketing Results
As of October 14th, Sales of Dreamfields Pasta are up 13% YTD
© ExactTarget, All Rights Reserved
1. Design your website and landing pages for engagement
2. Use SEO and PPC to attract “the right” customers
3. Provide relevant value proposition for email opt-in
4. Segment consumers based on behaviors
5. Send relevant, timely, and interesting email content
6. Use Social Forward. Empower brand fans to share email with friends and colleagues
7. Invite email opt-in on social media sites
7 Keys to Interactive Success
Marketing is about the
Conversation
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THE CONNECTI
NG
THREADEXACTTARGETin
ACTION .com
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THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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1. SERVE INDIVIDUALS
EXACTTARGETinACTION .com
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THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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2. HONOR
THEIR PREFERENCES
COMMUNICATION
CONTENTFREQUENCY
CHANNEL EXACTTARGETinACTION .com
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THE FAN-CENTRIC present
s FUTURE
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3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES
EXACTTARGETinACTION .com
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THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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http://pages.exacttarget.com/in_action
EXACTTARGETinACTION .com
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Thank You!
Joel BookExactTarget, Inc.
Phone: 317.275.5444Email: [email protected]
Blog: EmailMarketingbytheBook.com