Secrets of email marketing seminar presented at the Marketing Institute of Singapore, 11 January 2012. Plan your email marketing campaign to achieve greater response rates and higher impact.

1. Secrets of Email Marketing Date: 11 Jan 2012 By: Thomas Murrell MBA

2. Multiple Reputational Platforms Corporate Story via Social Media Organisation Investor Relations Enabling – Direct Engagement Diffused Issues Management – Respond More Quickly Functional Output Functional Input Marketing Communication Lower cost Authentic Better targetting Employee Communication - Create community Normative – Two Way Conversation Public Affairs Figure 1: Benefits of Social Media in Corporate Communication. Source: Adapated van Riel C.B.M. & Fombrun C.J. 2007, Essentials of Corporate Communication . Routledge, Abingdon

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15. Atlas Iron – Personal, Direct, Simple

16. Resource Mining Corporation (ASX:RMI) – Message from MD, Corporate Social Responsibility, Links to Media, Podcast

17. Fortescue Metals Group – email self management

18. Web with E-Newsletter – regular communication LinkedIn – Groups, Staff Profiles Corporate Blog, Twitter - Advocacy Networks, Feedback - +ve & -ve YouTube & Slideshare for presentations Must Meet Regulations for Disclosure Communications should engage stakeholders at points of highest potential ROSMI Acquisition Retention Awareness Interest Desire Action Reinforcement Upsell Commitment Devotion Source: Adapted Mariann Coleman 2007 Customising Effective Online Branding Strategies Leverage the Message

19. 8M Social Media Method Social Media Aspirations Social Media Objectives Social Media Resource – Internal & External Audiences Create Social Media Narrative & Voice - Snap Audit, Distill Essence, Internal Alignment Internal Audiences Culture Change Evaluation 8M Social Media Methodology

20. Practical Application + Method SMART Goals Target Stakeholders Communication Channels, themes & 12 month plan/timeline Structure/Messages Regulation, Relationships, Reputation Social Media Health Check + Evaluation Workshop Email Plan

21. Seven Centres of Influence 1. Social Capital 4. Investor Presentations 6. Media Third Party External Reputation: Credibility and Visibility 3. Aligned Values Strong Internal Reputation 7. Legacy Build, Brand & Sustain Reputation Capital Internal Reputation: Consensus and Character 2. Visibility & Voice 5. Writing – web, e-newsletter, Reports, Investor Updates Community and Champions