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Mocial Acquisition: Growing Your Email Database Through Mobile, Social and Local Initiatives
@LorenMcDonald
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M O C I A L S !
MEET
THE
They’re gonna be
HUGE
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A Mocial Day’s NightIt's been a mocial day's night,
and I've been emailin’ like a dog
It's been a mocial day's night,
I should be acquirin’ like a hog
But when I get your email address
I find the things that you do
Will make me feel ROI
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OK, let’s get serious…
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Digital Marketing Channel Explosion
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Your Web site may no longer be the center of your universe Pre-Copernicus (1543)
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25M
800M 250+M
Not a fad…but a way of life
49,999,999
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Q4 2010
Smartphone Sales Pass PC Sales
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100+ Million Tablets Expected to Sell in 2012
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25 billion downloaded by 2015
Juniper Research
Mobile Apps are Exploding
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Mobile & Social are Converging
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Foursquare Adding 1 Million Users a Month
Now 15MM
Over 3 million check-ins per day500,000 using the Merchant Platform
Facebook has 350MM Mobile users
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So what the “!@#%” is Mocial?
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Social Email
Conversation Conversion
Email drives the ROI in “Mocial”
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Mocial opt-in
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Mocial as a feeder system
Customers in mocial channels
Your email database
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It’s easy…follow along
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Mocial Paradigm - Social
Social
MobileLocal
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Social Sign-In: Increasing Registrations
66% of people prefer social sign up
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Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Source Janrain
Social Profile Data by Network
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Mocial Paradigm - Mobile
Social
MobileLocal
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SMS to Email Opt-in
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Pop-In: iPad Opt-in Collection
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Tablet/Kiosk Opt-ins: The Math
10 opt-ins per day
100 stores = 1,000
360 days = 360,000 new opt-ins
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25+% of Apps Used Only Once
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Capture opt-ins during app download
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QR Codes to Email Opt-in
• Printed collateral• Tradeshow booth • Signage• TV
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Mocial Paradigm – Local/Location/Checkins
Social
MobileLocal
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Gamification
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Why should marketers care?
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Could Foursquare Follow Twitter Growth Rate?
@LorenMcDonald - joined Twitter on October 31, 2008
Today 250 million+ Twitter users
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Loyalty
Check-in Marketing Opportunities
Local OffersSweepstakes Twitter
Messaging
Email Marketing
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Opt-Ins Increase Email Signups
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Sweepstakes & Scavenger Hunts
Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
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Sweepstakes Sign-Up
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Email Confirmation
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Participants Check-In
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Reporting & Winner Selection
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The Finish Line
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Be where they are!
Email Database
Facebook / Twitter
QR Codes
SocialSign-In
SMS To
Tablets / Kiosks
Mobile Apps
Checkins
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Mocial Adoption Continuum
Acquisition Integration CRM ROI/LCV
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Don’t be afraid to jump in
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About Silverpop
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Engage Product Platform
Marketing Automation
SMS
Survey
Transact
Landing Pages
Social Connect
PlacePunch
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Integrations and Technology Partners
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Energy & Utilities Media Business ServicesFinancial Services
Travel & Hospitality HardwareFood & BeverageNon-Profit
Retail
Entertainment
Software
Education
Working with Industry Leaders
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Email. Marketing. Automation.