Online & Social Media Track

Explore interesting and important opportunities raised by the increasing influence of new media:

• How does a "traditional" insurance marketer master e-communications?
• How do you get the maximum amount of usable emails?
• What new strategies can make a newspaper relevant in a digital world?

How to Get More of Your Customer's Email Addresses: Going Beyond the Basics

Learn first-hand how the Museum of Fine Arts used email appending to quickly collect the maximum quantity of email addresses. This is a frank, in-depth look at the promise and potential pitfalls of appending email addresses to your postal database. Go behind the scenes with an email appending expert to:

• Hear where the data comes from
• Learn about "match logic"
• Share critical success factors for your project

You'll be encouraged to do a thorough review of your current email acquisition practices and learn how new techniques, approaches and services can dramatically increase the quantity and quality of the email addresses on your list. In the end you'll understand how appending works, how to effectively plan a project, and how best to integrate the results.

Austin Bliss
President
FreshAddress, Inc.
Austin Bliss was the driving force behind the original design and development of FreshAddress' patented Email Change of Address (ECOA) technology. He's an active member of the DMA and the Email Experience Council, a frequent contributor to industry publications, and a highly-regarded presenter at national industry events and conferences. The Direct Marketing Education Foundation recently named Austin a "Rising Star."

Using Social Engagement Tactics to Empower Your Customer and Improve Brand "Stickiness"

Social engagement tactics—once considered obscure or too risky for most mainstream brands—are proving their value and rapidly becoming an essential part of the multi-channel customer experience. You'll learn:

• How user experience and social engagement empowers customers
• When and why to plan a Web strategy that leverages this new trend
• How to redesign your Web site to invite user participation and create new ways for customers to engage with your brand

Julie A. Donovan
Vice President, Practice Leader – Digital Engagement
Harte – Hanks
Julie provides thought leadership to define differentiated offerings for: media strategy, media planning, online advertising and search marketing (organic and paid), as well as engagement and media strategy for multi-channel marketing initiatives.

Effective Offer Management Through Campaign Sequencing

Peter Doucette and Nazrudeen Mohammed of The Boston Globe will show you how to successfully reduce customer churn through a strategic lifecycle approach to CRM that acquires and retains qualified high value customers and generates longer term sales. They'll demonstrate how to get positive results from a wide variety of initiatives, including:

• Multi-channel marketing
• Consistent brand messaging across channels and segments
• Predictive modeling
• Test and learn environment
• Internal and external infrastructure dedicated to executing the strategy

All of which leads to giving customers the right product with the right offer at the right time through the right channel to maximize profitability. This session will give you a 360° view of the customer lifecycle from acquisition to retention to win-back.

Peter Doucette
Director of Acquisition Marketing
The Boston Globe
Peter has over eight years of direct-to-consumer marketing experience in the international travel and media/publications industries. He has extensive experience in multi-channel marketing, customer behavior insight, contact and offer management, and customer value enhancement strategy.

From Inbox to iPod: Meshing Today's Social Media Elements into Your Strategy

Did you know that the Internet is now the number one daytime medium and the number two medium in the home for those between 18 and 50? That's why social media, and social networking in particular, are becoming such an important element of any forward-thinking marketing strategy. In this session, Greg Cangialosi, author of “The Business of Podcasting,” will give you a clear view of the rapidly evolving social media landscape, help you better understand how to integrate and track social media in your marketing efforts, and give you some practical tactics you can put to work right away.

Greg is known as a pioneer in today's online landscape. He is a seasoned e-mail marketing veteran who has worked with everyone from leading Fortune 500 companies to performing artists, including Justin Timberlake. He has produced podcasts for Verizon Wireless, GM/Pontiac, Disney, Dow Chemical and Ortho-McNeil. Greg produces the weekly podcast, ROI Radio, and is an active blogger (see http://www.thetrendjunkie.com/).

Reach Your Audience and Protect Your Brand: Essential Social Media Tools

Media companies were among the first big brand names to warm to the idea of social media as a proactive means to engage with their customers. There's a wealth of information to garner from their experiences, both positive and negative, as we move towards Direct Marketing 3.0 and widespread adoption of social media.

Rusty Williams will present examples of social media use from the early adopters and discuss what made their campaigns pop or flop. With examples from Monster.com, Boston.com, FOX, ESPN, CBS, and iVillage, Rusty will highlight the media tools used and discuss the future implications of lessons learned.

Learn how an old line financial services company, MassMutual, is creating communications based on the principles of behavioral finance—a broad-based business theory about how customers make decisions.

Working with Harvard, Yale, MIT and the Institute of Economics, MassMutual has quickly become a leader in behavioral finance theory…and practice. You will see examples of:

• How this theory is applied across a wide variety of industries
• How e-communications can enhance the educational experience and promote positive action on the part of your audience
• How to use reporting and analytics from each e-communication to continuously tailor your communications and evolve your strategy.

MassMutual boasts one of the highest levels of intermediary satisfaction and credits e-communication platforms with helping them to achieve their goals.

Jeff Mesnik
Co-Founder/VP Business Development
IMN, Inc.
Jeff Mesnik has 15 years of sales, management and business development experience. Previous positions include Global Product Marketing for Axis Communications, where Jeff built a $5 million business in two years. As Business Development Manager and Product Marketing Manager for Sprint Technologies, Jeff introduced new business opportunities and product lines.