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

Email

Social

MobileLocal

Social Sign-In: Increasing Registrations

66% of people prefer social sign up

Email

Name

Location

Birth Date

Gender

Friends/Contacts

Profile Photo

Interests

Source Janrain

Social Profile Data by Network

Mocial Paradigm - Mobile

Email

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

Email

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

Email

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

Email

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