email database growth mocial mobile social local
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Mocial Acquisition: Growing Your Email Database Through Mobile, Social and Local Initiatives
@LorenMcDonald
M O C I A L S !
MEET
THE
They’re gonna be
HUGE
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
OK, let’s get serious…
Digital Marketing Channel Explosion
Your Web site may no longer be the center of your universe Pre-Copernicus (1543)
25M
800M 250+M
Not a fad…but a way of life
50M
Q4 2010
Smartphone Sales Pass PC Sales
100+ Million Tablets Expected to Sell in 2012
25 billion downloaded by 2015
Juniper Research
Mobile Apps are Exploding
Mobile & Social are Converging
Foursquare Adding 1 Million Users a Month
Now 15MM
Over 3 million check-ins per day500,000 using the Merchant Platform
Facebook also has 350MM Mobile users
So what the “!@#%” is Mocial?
Social Email
Conversation Conversion
Email drives the ROI in “Mocial”
Mocial opt-in
Mocial as a feeder system
Customers in mocial channels
Your email database
It’s easy…follow along
Mocial Paradigm - Social
Social
MobileLocal
Social Sign-In: Increasing Registrations
66% of people prefer social sign up
Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Source Janrain
Social Profile Data by Network
Mocial Paradigm - Mobile
Social
MobileLocal
SMS to Email Opt-in
Pop-In: iPad Opt-in Capture
Tablet/Kiosk Opt-ins: The Math
10 opt-ins per day
100 stores = 1,000
360 days = 360,000 new opt-ins
25+% of Apps Used Only Once
Capture opt-ins during app download
QR Codes to Email Opt-in
• Printed collateral• Tradeshow booth • Signage• TV
Mocial Paradigm – Local/Location/Checkins
Social
MobileLocal
Gamification
Why should marketers care?
Could Foursquare Follow Twitter Growth Rate?
@LorenMcDonald - joined Twitter on October 31, 2008
Today 250 million+ Twitter users
Loyalty
Check-in Marketing Opportunities
Local OffersSweepstakes Twitter
Messaging
Opt-Ins Increase Email Signups
Sweepstakes & Scavenger Hunts
Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
Sweepstakes Sign-Up
Email Confirmation
Participants Check-In
Reporting & Winner Selection
The Finish Line
Be where they are!
Email Database
Facebook / Twitter
QR Codes
SocialSign-In
SMS To
Tablets / Kiosks
Mobile Apps
Checkins
Mocial Adoption Continuum
Acquisition Integration CRM ROI/LCV
Don’t be afraid to jump in
About Silverpop
Engage Product Platform
Marketing Automation
SMS
Survey
Transact
Landing Pages
Social Connect
PlacePunch
Integrations and Technology Partners
Energy & Utilities Media Business ServicesFinancial Services
Travel & Hospitality HardwareFood & BeverageNon-Profit
Retail
Entertainment
Software
Education
Working with Industry Leaders
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com