SOCIAL CRM Measurement & Marketing to
Subscribers, Fans and
Followers
The following slideshow was presented by ExactTarget’s Product Marketing Manager
Dawn DeVirgilio at
Murmuration 2012
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Welcome!
Dawn DeVirgilio Product Marketing Manager ExactTarget Social Media Lab
@dawndevirgilio @ExactTarget @CoTweet
/DawnDevirgilio
@dawndevirgilio
FA N S A R E N O W REVOLUTIONARIES
Smell like a man, man.
@dawndevirgilio
@dawndevirgilio
HIGH FIVE FOR CONVERSATION
1. ENGAGED LISTENING
@dawndevirgilio
GET ENGAGED
@dawndevirgilio
HAVE SOCIAL STRATEGY BEFORE THE CRISIS
2. SOCIAL SWAT TEAM
@dawndevirgilio
EMPOWER YOUR TEAM
3. HUMANIZE THE BRAND
@dawndevirgilio
• CoTweet invented Cotags in 2008 as a convention to allow companies to humanize their brands on Twitter
• Adopted by thousands of organizations globally
COTAGS
FIND YOUR CONTRIBUTORS
Employee accounts humanize your brand…
@Citi_Anna @Citi_Frank
@Citi_Ben
@Citi_Sarah
@Citi_Neal
@citi
Contributors
Citi_Frank
Drive more conversations…
@citi
Contributors
@Citi_Anna @Citi_Frank
@Citi_Ben
@Citi_Sarah
@Citi_Neal
JohnDoe @Citi_Frank Learned a ton!
And earn you more media
@citi
Contributors
@Citi_Anna @Citi_Frank
@Citi_Ben
@Citi_Sarah
@Citi_Neal
Citi_Frank @JohnDoe Great to hear! Citi_Anna @JaneDoe So glad.
4. BREAK DOWN SILOS
@dawndevirgilio
THE SOCIAL ECOSYSTEM
5. ON-DEMAND DATA
@dawndevirgilio
EACH PERSON IS UNIQUE
A NEW CATEGORY OF SOFTWARE
INTERACTIVE MARKETING HUB
ENGAGE IN ONE INTEGRATED INBOX
View all the real-time conversations about your brand on Twitter and Facebook in one combined stream, shared across your entire workgroup
PUBLISH FROM ONE PLATFORM
CONTENT MANAGER GEO-TARGET
REPORTING
Reach– Track the number of Facebook Fans and Twitter followers, impressions and ReTweets Influence– View influence across multiple dimensions and track over time Engagement- Measure inbound volume and outbound conversation volume across all your Twitter and Facebook channels
BUILD DYNAMIC FAN PAGES
Dawn DeVirgilio Product Marketing Manager ExactTarget Social Media Lab
@dawndevirgilio @ExactTarget @CoTweet
/DawnDevirgilio
Thank You!
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