1. Leveraging Subscribers, Fans
and Followers to Build a Social
Media Powerhouse
Kevin Bobowski
Sr. Director, Sales & Marketing
ExactTarget Social Media Lab

2. Questions & Comments
@bobowski
Hashtag: #SMAZ

3. SOCIAL MEDIA AT EXACTTARGET
• The industry’s first enterprise social media
engagement platform
• Lead integration of social media across
marketing channels & social networks
• Enabling real time engagement and a
common view of the customer
• Largest independent provider of SaaS
based Interactive Marketing Solutions
(1,000+ employees and $200M revenue)

4. MARKETERS
USED TO LOOK
LIKE THIS

6. Social Landscape

7. NOW
THEY
LOOK
LIKE
THIS

9. Text RESEARCH
(email@company.com) to
38767

10. 93% ARE SUBSCRIBERS

11. Where do your customers start the day?
58% begin the day
with email, 11% with
Facebook

12. 42% ARE FANS

13. 5% ARE FOLLOWERS

18. To REALLY sell social to the
Executive team, focus on what
matters to them and align social
to key corporate objectives

19. WE NEED MORE RESOURCES BECAUSE…
“Our customers are already there. It’s not always
about dollars and cents”
“Social is different. It is too early to think about
results”
Our competitors have a better social media
program than us. We need to catch up!”

20. Driving adoption of social media to deliver results
• Social Media adoption by
320+ employees using 129+
social channels
• Corporate buy-in required for
scaling social medias to this
level
• Social Media supports several
key corporate initiatives

21. PROVE THAT SOCIAL MEDIA
DELIVERS RESULTS WITH
FAMILIAR METRICS

22. WHAT IS THE ROI OF….

23. MEASURING SOCIAL MEDIA
• Broad Social Measurement
• Overall Brand Sentiment
• Product Specific Sentiment
• Brand Awareness
• Reputation Management
• Consumer Level Measurement
• Engagement
• Loyalty
• Team/Agent-Level Measurement
• Resolution Timeframe
• Tickets Opened/Resolved
• Cost Per Contact

24. Customers Engage with Brands in Multiple Ways

26. SOCIAL ISN’T A SILO. YOUR
CUSTOMERS DON’T LIVE IN A
SILO AND NEITHER SHOULD
YOU

27. THE SOCIAL PROFILE
“In order to reach
your customers in
real time with
relevant
communications, you
must successfully
combine
email, Facebook, and
Twitter into an
integrated marketing
strategy.”

31. Hitachi Promotes Content Sharing via Social Media
Emails are designed to make
it easy for subscribers to
share articles, respond to
offers and access content on
the Hitachi Data Systems’
website.
“View the Video”
“Share This”
“Review the Case Study”
“Register for Webinar”

32. Tips for cross-channel marketing & promotions
 Status updates that are successful could be
emailed to boost interactions even
more, growing EdgeRank for the brand
 Feature winners of Facebook competitions in
your email newsletter.
 Promote exclusive deals on Facebook and
Twitter, but make it only available to email
SUBSCRIBERS
 Post links to web versions of your best emails on
Facebook and Twitter
 Create an email segment containing Twitter
FOLLOWERS and provide them with additional
“insider information” through email
 Include questions posted on Twitter and
Facebook in your emails, and then answer them
 Encourage email SUBSCRIBERS to post questions
on Facebook and/or Twitter

33. BORROW EMAIL MARKETING
BEST PRACTICES TO DRIVE
SUCCESS ON FACEBOOK

34. SOCIAL
MYTHBUSTI
NG

35. SOCIAL
MYTHBUSTI
NG

36. SOCIAL
MYTHBUSTI
NG

37. FREQUENCY

38. BOREDOM &
IRRELEVANCE

39. Facebook & Email Separated at Birth?
• Overlap between FB fans and
email subscribers
• Relevant content help with
EdgeRank and # of impressions
• Common metrics and shared
best practices
• Bottom Line: The person
running Facebook should be the
same as the email people in
your company

40. TIPS FOR BETTER FACEBOOK MARKETING
• Watch frequency and timing
• Balanced – don’t overpost, fewer
promotions
• Fun Content works
• Simple Questions work
• Customize content to the networks
• Don’t be afraid to be human
• Great pictures and videos drive
engagement

44. FOR CUSTOMER SERVICE TO
GET PERSONAL, YOU NEED
STRUCTURE TO SCALE AND
GROW YOUR SOCIAL CRM
PROGRAM

46. TWITTER USERS ARE 3X MORE LIKELY
TO IMPACT BRANDS ONLINE

47. EMPOWER YOUR TEAM

48. DATA DRIVES PERSONALIZATION

49. CUSTOMER INTELLIGENCE AT THE POINT OF INTERACTION

50. Thank You!
Kevin Bobowski
Sr. Director, Sales & Marketing
ExactTarget Social Media Lab
@Bobowski