This ebook puts email in the context of social media and network marketing

1. Email Wires the Social Media Buzz
How Email Marketing and Social Media Work Together to Strengthen Your Network
“People don’t want to be
‘marketed TO’; they want to
be ‘communicated WITH.’ ”
— Dr. Flint McGlaughlin
Publisher of Marketing Experiments Journal
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2. When new innovations hit and catch fire, they are
exciting partly because they fill a need and partly
because they are new. As each new tool takes hold,
the old tools can take a back seat.
But just because they are in the background doesn’t
mean they are not necessary. And just because they’re
familiar doesn’t mean they’re not useful and valuable.
Email seems to fall into this category.
Yet every time its demise is predicted, it remains.
Spam has not completely destroyed its effectiveness,
and social media show little signs of replacing it. As
The Economist put it in Better Ways to Collaborate,
“it is a classic example of a ‘good enough’ tool.”
It’s good enough not because of technology. It’s
good enough because of its role in the larger social
phenomenon: the network. Your network.
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3. The Network
Buzz Moves
through Email
The death of email has been predicted a number of times—most infamously on 12 October
2009 by the Wall Street Journal in an article Why Email No Longer Reigns—but no
other technology has succeeded in killing it off. As The Economist put it, “despite recur-
rent complaints that ‘e-mail is broken’, little seems to change. Other collaboration
tools have popped up in recent years—including instant messaging, blogs, wikis (web
pages that users can edit), social networks such as Facebook and MySpace, web-based
applications and micro-blogging services like Twitter—but none has managed to de-
throne e-mail.”
Far from it. Email remains the one universal means of electronic communication.
“When someone Even the social media network buzz moves through email. Again, in the words of
The Economist, “When someone posts a comment on your blog, sends you a message
posts a comment on Facebook or starts following you on Twitter, how do hear about it? You get an
on your blog, sends automated e-mail.”
you a message on
Facebook or starts Marketers, especially in BtoB and email marketing, are catching on. Even if you’re a
social media fan who rolls their eyes at email marketing firms scrambling to co-opt
following you on social media as one of their own, you’d have to admit that email reigns supreme as
Twitter, how do the means of emarketing network communication.
hear about it? You
The surveys showing the complementary nature of email and social media started to
get an automated appear in during the summer of 2009. A “modest kitchen sink experiment” by global
e-mail.” consumer market research leader Nielsen concluded that email and social media use
are highly correlated. “It actually appears that social media use makes people consume
email more, not less, as we had originally assumed,” reported Jon Gibs, vice presi-
dent of media analytics for Nielsen, in Is Social Media Impacting How
Much We Email?
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4. In a study done by Windows Live, more than seven in 10 email
users said they prefer to keep in touch with their
friends and family through email than through
social networks. Further, ExactTarget’s “2009 Chan-
nel Preference Study” shows that 57% of U.S.
internet users prefer email for written com-
munication, compared with 24% for text-
ing and just 10% for social networking.
Social Media’s Influence on E-Mail Marketing
According to US E-Mail Marketers, August 009
(% of respondents)
Extends the reach of e-mail content to new markets
8% % 6%
Increases brand reputation and awareness
78% % 9%
Increases the ROI of e-mail programs
5% 7% 0%
Accelerates the growth of e-mail lists
7% 0% %
Generates more qualified leads
% % 57%
I agree I disagree I’m not sure
Note: n=,9; numbers may not add up to 00% due to rounding
Source: MarkgetingSherpa, “Email Marketing Benchmark Survey,” October 7, 009
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5. Given that email remains a critical means through which
social media sites provide updates and serves as a primary
way in which people share content they like, the research
firm eMarketer sees a long future for email marketing. “As
long as email remains the collection point for social net-
working updates, including alerts around new followers,
discussion updates and friend requests, it will remain a
powerful force in marketing and our lives,” says eMarketer
in a study on Gen Y and its use of email and texting.
As a result, eMarketer concludes, “2010 will be the year
social media makes e-mail marketing more powerful. . .
Social media is a partner, not a threat, to e-mail marketing
because it provides new avenues for sharing and engaging
57% customers and prospects.”
of U.S. internet
users prefer email
for written
communication.
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6. Keeping in Touch
with Your Network:
It’s Scientific!
The science and statistics of networks have been formalizing since the 1960s,
when Stanley Milgram first conducted tests to understand how human
beings are connected—his famous finding has since become known as
“six degrees of separation.” If you’ve heard that term or know about
the Kevin Bacon game, you’ve heard something about network
science. “Your personal power is
The phenomenon of how people connect—and why connectors directly proportional to the
are important in a society—was popularized by the best-sell-
ing book, The Tipping Point by Malcolm Gladwell. Connectors strength of your network.”
have the power to cause an idea or a piece of news to spread
virally through a population. Gladwell gives an example of a fa- —Dr. Robert Wright, networking
mous Connector, Paul Revere, and how the connections he had expert and CEO of the Wright
caused his news to spread quickly and effectively. Leadership Institute
One way to visualize these connectors is, of course, to look at how
the internet works. The decentralized internet emerged without cen-
tral planning as a small number of extremely popular sites, called hubs.
Hubs in any network work like hubs in the air transportation system. A lot
of traffic moves through them. You meet more people in a hub airport than in any
of the outer spokes or links.
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7. Hubs tend to increase in popularity exponentially because ev-
eryone wants to link to them. As a result, they get more links,
or connections, which increase their influence, or power. “Thus,
the more links a site has, the more it gets—the so-called ‘rich get
richer’ phenomenon,” as Ted G. Lewis puts it in his textbook, Net-
work Science: Theory and Applications.
Here’s the short of it:
You want to be a hub.
In network science terms, hubs follow a power-law distribution.
If you know about Italian economist Vilfredo Pareto’s law of
income distribution, that 80% of the wealth is held by 20% of the
people—commonly known as the 80-20 rule—you know about
the power law.
“The power-law distribution is characterized by a few very large
quantities and many small ones. In network science, it is com-
monly observed that networks consist of a few hubs with many
links and a large number of weakly-connected nodes,” Keith Hart
explains in The Social Meaning of the Power-Law.
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8. The phrase “a large number of weakly-connected nodes” is very important to
email and social media marketing. One of the interesting things about hubs
is that a lot of people who move through them don’t know one another—or
the hub’s connector—very well. Connectors are the hubs who bring people
together who would not have ordinarily met each other, and that’s why they’re
influential.
The network science phenomena at work here is “weak ties,” another con-
cept popularized by Gladwell. You don’t know your weak ties as well, but they
know a lot of people you don’t know, and they can put you in touch with those
people. Gladwell encapsulated that phenomenon with the brilliant phrase “the
strength of weak ties.”
“Social scientists have long known of the power of the middleperson or
intermediary—actors who connect other actors,” Nelson wrote. “Thus social
scientists define betweenness as the number of paths that must run through an
actor to connect with other actors. So, in addition to connectedness, an actor
derives influence by serving as an intermediary.”
What we are proposing is that email and social media serve as a way to make
you a hub and to serve as an intermediary. Email communications allow you
to expand your network and stay in touch with ever more weak ties.
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9. Communications Power
in the Network Era
Email still wires your personal and business networks. Period. Email is like the Think of it like this: you do most of your business with 20% of your customers.
signal that tells worker bees how to serve their Queen. It’s the single best way to You are likely in constant contact with those customers. You are likely in some
maintain contact with your entire network of prospects, customers, employees, sort of regular contact, by phone and in person, with the remaining 80% of your
and vendors, especially when used in conjunction with other communications customers.
media, including social, print, and the telephone.
What about the rest of your network? You may call or meet with the most likely
“It’s perfectly logical that as people make connections though social media, they prospects. But you can’t meet and call them all as often as you need to. And
maintain those connections outside of the specific platform and may extend what of the outliers who may well become customers in a year or two, if only
those connections to email, a phone conversation, or even in-person meetings,” they see your name when they need your services?
notes Nielsen’s Jon Gibs.
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10. “The ultimate value derived
from engineered networks
depends on the effectiveness
with which humans use them.” It’s conventional sales and marketing wisdom that it’s easier to sell more to an
existing customer than to gain a new one. At the same time, 80% of sales take
–The National Research Council
five to 12 contacts with the prospect to close a sale. Email marketing is the
in Network Science best way to beat the odds of conventional wisdom.
From a communications point of view, the primary role of the online
marketer is building and engaging “networks of relationships,” in the words
of the report, The Authentic Enterprise: Relationships, Values and the
Evolution of Corporate Communications.
Scott Davis, senior partner at Prophet, a global consulting firm, called today’s
communications environment the Network Era. As he puts it, “The Network
Era marks a decided shift for the marketer from control to influence.”
Finally, remember that the common element—the center of your network—is
you, and the network will only be as effective as you are in engaging with it.
The National Research Council, in Network Science, said, “The ultimate value
derived from engineered networks depends on the effectiveness with which
humans use them.”
“Your personal power is directly proportional to the strength of your network,”
said Dr. Robert Wright, networking expert and CEO of the Wright Business
Institute. In other words, “Your network is your net worth,” to use a phrase that
has been gaining currency of late.
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11. Content Sharing and the Network Effect
Content sharing and the way a social many, the topic of conversation lies who forwarded their LinkedIn email this case the message went from a so-
network can multiply influence is one in sharing content: the perceptive to me through internet email. Then cial channel to an email channel and
of the less glamorous and likely one blog post, the cool or funny photo, I received a phone call from anoth- then to the telephone channel.
of the least discussed effects of social the informative article. er friend who had also received the
media. A lot of online activity, social LinkedIn note and thought I’d be in- The content-sharing power of social
media as well as email, is the result of The network effect moves beyond terested. media emerged as a main theme at a
one person sharing something they both social media and email, and recent Social Media Club of Chi-
find interesting or noteworthy and encompasses both. As an example, I That’s the network effect of content cago panel on social media in finan-
passing it on to others. heard about a potential project that sharing, and I’m sure the person who cial services. Panelists from financial
originated from LinkedIn. One per- put out the request on LinkedIn was publisher Morningstar discussed how
The power of social networking may son posted a note to his network on successful, given the breadth of his the firm uses social media to share
lie in conversation, one-on-one, per- the type of person he was seeking. I network to begin with and the power thought-leadership content from its
son-to-person connection. Yet for received that note from two people of cross-channel content sharing—in analysts and magazines as a way to
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12. generate web traffic and build re- channel, but a good mix because ing traffic and engagement, reports concluded in The Value of Social
lationships, and in the end I was people consume and share informa- the sharing utility publisher Share Engagement. “In our research, we
struck by the cross-channel na- tion differently,” said Shannon Paul, This. Email reigns as the most pop- found that 46% of shares came via e-
ture of communication and how community manager for PEAK6 On- ular means of sharing content. mail, 33% from Facebook, 14% from
social media both contributes to line, parent company of online bro- “Despite reports of its demise, e- other channels such as Digg, del.icio.
and speeds the sharing of content. kerage OptionsHouse. She spoke mail is still the most popular method us, LinkedIn, etc., and just 6% from
“It’s about creating ways that make it as part of a panel 25 February 2010 of sharing, and despite its meteoric Twitter.”
easier to share your content and make for the Social Media Club of Chicago. rise of late, Twitter is still not a very
it easy to talk about. Not through one Sharing is gaining as a means of driv- popular sharing channel,” Share This
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13. 5
Waysto Connect with Content
The most critical element of maintaining contact and building relationships with a network is to
touch people as many times as practical using as many ways as possible—from emails to blogs
to newsletters to social media to phone calls to face-to-face meetings. Here are some ways to
maintain contact with a network that we know, from our own experience, work:
1
Publish a networking calendar.
We’ve created the Canright Calendar, a list of networking events in Chicago
for executives, marketers, entrepreneurs, and innovators that we consider at-
tending, and send it by email each week. It’s become the thing we do that people
comment on and appreciate the most, building goodwill for our firm. We also
get to meet people who came to events because they read about them in our
weekly emails, providing important personal contact.
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14. 2 3 4
Distribute articles
5
Send a regular Solicit comments Continue the “old-
enewsletter. for your blog. through social fashioned” ways.
The key word is “regular,” In writing our White Paper networks and media. The telephone still works as
which is a synonym for “consis- Basics report, we posted a link We wrote a summary of recent well as it did when the Bell
tent.” Get your newsletter on a with a request for comments research in the payments mar- System advertised in LIFE
publishing schedule. It’s worked on the topic of LinkedIn and ket as part of a promotion magazine “You could never
for newspapers, newsletters, sent the request in emails both surrounding the SIBOS 2009 without a telephone” in 1953,
magazines, TV, and radio for to people we knew well and Conference. We emailed the though most people believe
years. The news business people we hardly knew at all, as article to contacts we thought that email gets more response.
thrives on familiarity, freshness, a way of “crowdsourcing” infor- might be interested, posted the I regularly call frequent readers
and punctuality. mation. We posted the feedback article on LinkedIn groups and of our enewsletters and people
on our blog and incorporated it the SWIFT payments commu- who register for our white
into our report. nity, and even wrote an article paper report to see what their
about the article in our August interests are and whether we
2009 newsletter. LinkedIn be- can help with their marketing.
came the top referral source to
our blog.
“It’s perfectly logical that as people make connections though social media, they maintain
those connections outside of the specific platform and may extend those connections to email,
a phone conversation, or even in-person meetings.”
–Jon Gibs, Vice President of Media Analytics, Nielsen
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15. social
media
email MIT EF
Case Study
Email, Social Media, and Personal
Communications Combine to
Generate Record Results for MIT
Enterprise Forum Event
An integrated strategy of email marketing, social media
promotion, and good old-fashioned phoning provided the
juice to power the Massachusetts Institute of Technology
Enterprise Forum of Chicago Whiteboard Challenge. The
signature event of MIT EF Chicago, the Whiteboard Chal-
lenge is an idea contest, in which entrants submit ideas to
a panel of judges, which picks 10 finalists. The finalists get
five minutes at a whiteboard to present their idea in front
of the judges and an audience, with cash prizes going to
the top three presenters.
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16. The first part of this event’s promotion consisted And here is where social media came into play:
of inviting people to submit ideas. I focused the a number of us on the MIT EF marketing com-
Whiteboard Challenge committee on personal mittee sent tweets on Twitter, some of which
contact through email and by phone. Our market- received the coveted “retweet,” and one entrant
ing team met and covered the organizations—pri- specifically named Twitter as their source for
marily universities, associations, and groups with hearing about the event. We posted the event on
an interest in innovation and entrepreneurship— LinkedIn and, again, one person listed LinkedIn
that each person on the team would contact. We as the source. We also posted on Facebook, both
also initially relied on email blasts to the MIT EF for entrants and event attendance.
Chicago email list, which included links to the
entry form. The LinkedIn network updates and group event
posts went out to a wider and wider network
As expected, sending out emails, even to a known through updates on our LinkedIn profiles and
list, is not enough. Because I also wanted to use through email activity updates from group posts
the Whiteboard Challenge as a way to build alli- and individual activity summaries. All drove re-
ances with other organizations, I contacted (and ferrals to other people not in our immediate net-
was contacted by) the heads and marketing di- works.
rectors of associations with intersecting interests,
and swapped emailings and website listings. I sent This is a small scale example but it shows how so-
their event notices to our email list in exchange cial media, email marketing, and phone calls work
for them doing the same. I believe that’s how we together to achieve results.
received as many entrants from associations as
we did, in addition to our traditional university
base.
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17. On the survey form, we asked people to
list how they heard about the event. We
were gratified to see we had more than 90
entrants—we usually get 50 to 60—and 87
MIT EF
gave us feedback on how they heard about
the challenge. Here are the results:
Whiteboard Challenge 2009
Entrant Marketing Results
How Heard Number
Email Only 19
Individual Referrals 31
Organizations 29
Universities 15
Associations 14
Social Media Only 4
Media 4
Total 87
All in all, personal referrals topped the list. After the first few weeks of emails and association calls,
our entry totals were much lower than we wanted. We had the same experience with registrations
to the event itself. Now this is a fact of promotion: most people wait until the last minute to enter or
register. But it takes a full-court press in the last part of the game to counter last-minute inertia.
The final press, both for getting entrants and registrations, consisted of personal emails and calls
from me to people with strong networks. The core group of strong MIT EF supporters (friends) re-
ceived emails from me asking that they look though their contact lists and see who they would like to
have at the event, for personal or business reasons. I asked them to call their contacts with a personal
invitation to enter or attend the event. I made sure I did so myself and made some calls.
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18. Watching the Numbers
I watched the numbers and repeated the email
to the core group several days later and, for
the event registration itself, the morning of the
event, as a way to get last-minute registrations.
Social media helped especially in that regard,
though my evidence for last-minute event reg- For entrants, we had a clear record, with more
istrations is only anecdotal, with a number of than 90 in comparison to the usual 50-60. We
people saying they sent last-minute emails to did well on attendance also, especially for a
their LinkedIn contact networks. rainy night in June, though I would have liked to
see more people there and think I didn’t make
the shift to event registration from contest entry
quite soon enough.
The Whiteboard Challenge is only one example of
a successfully promoted event. The combination
of email blasts, phone calls, and social media, with
a focus on personal referrals, worked in this case.
For another event, a different combination might
work better. The point is to be open-minded, cre-
ative, and to gauge what works and what doesn’t. And, finally, never
It’s not an exact science, and you can’t follow a
formula. In the end, you have to watch the numbers,
dismiss the obvious:
report them to your team frequently, and adjust your personal contact and
tactics accordingly. calls work.
People like to be personally invited, and
it’s worth the extra effort it takes to pick
up the phone and call.
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19. BUILD
Your List
If your network is the heart and soul of your business, then your contact list is
the body. It’s the tangible manifestation of your business, and like your body, it
must be nourished, appreciated, and maintained.
List management is one of the most critical and under-appreciated skills in
social media and email marketing. Traffic to the website or the blog is nice and
essential. Followers and friends on social media are terrific. But a high-quality
email is gold.
Experience in talking to owners, managing directors, and presidents at small-
to-medium sized businesses, however, shows that the customer and contact list
is one of the biggest unaddressed problems many firms face. Email and other
marketing is greatly hampered by lack of a customer relationship management
solution—or at least a well managed list.
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20. Many businesses use Outlook as their email program, and each employee maintains
a list of the prospects, customers, and vendors they work with. The problem is that
a master list doesn’t always exist, and if it does, it isn’t complete.
Home-grown lists are the best. Start with everyone you email for any reason and
build from there. Include current customers, past customers, colleagues you meet
through networking, vendors, relevant media outlets (calendar editors for events,
reporters for news), interested family and friends, and LinkedIn contacts.
Your list is the foundation of all marketing efforts, from simple calls and emails to
more complex marketing strategies based on understanding what your contacts
read and respond to. For that reason, it’s best to maintain your list using a customer
relationship management solution like Salesforce.com or Microsoft Dynanics CRM,
especially if you can integrate it with an email marketing solution.
List management is one of the most
critical and under-appreciated skills
in social media and email marketing.
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21. te ps to Ema
S il
12
Ma
More than 10 years ago,
rketing Suc
we realized that email was the best and least
expensive way to stay in touch with prospects
and customers, initially because we started to
see a shift in how people requested follow-up
information on our firm from paper postal
mail to email. We started to write follow-up
emails and post PDFs of our work on our
website so we could link samples to emails.
We eventually started an ongoing email cam-
ce
paign to maintain regular contact. Here are
ss the steps we follow to create a typical email
campaign:
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22. Bu i
ld the Em
Build the Email List. As I stated in the previous section, this
is the first and most critical step in online marketing—more
important than content, creativity, or communication savvy.
We build our list primarily through sales calls and networking
meetings. Yes, in person or over the phone contact. When we
make a sales call, we try to get a meeting. If we don’t, we seek
to send follow-up information by email. When we meet some-
one and get a card, we either ask if we can add them to our
ail
email list or we send a follow-up email asking permission.
Write Email Copy. We came up with an
Li
s t. ongoing campaign, Canright Can Write,
to highlight our strength in the market-
ing communications market. Email copy
focuses on communications techniques
based on projects we’ve completed. We
s t.
work to make even sales-oriented copy
Li instructional.
e
W
th
rit e p y.
in
E m a i l Co
Mainta
Maintain the List. We use Salesforce.com to maintain
our customer and prospect list and manage our sales
pipeline. We use the Professional Edition so that we can
track contacts and leads and integrate email communi-
cations. We use Salesforce.com Application Exchange
partner Vertical Response to integrate email delivery
and tracking within Salesforce.
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23. ldW
eb Landin
g
5
i
Pa
Design Email Format. We created
Bu
a standard design and graphic for mar-
g es.
keting emails and for our enewsletter.
We sought to make it easy to read and Build Web Landing Pages.
navigate, not too graphics heavy, but Emails should compel action on
also not straight text. the reader’s part. Build any web
es .
pages or PDF downloads that pro-
D
ig n at
vide additional information, make
m
an offer, or sell a product. Test all
E m a il Fo r links within the email.
Cod
e
6
Em
a
Generate Delivery List. This step depends on
Code Email. We do custom
il.
your delivery mechanism. It may mean you ex-
design, so we code each email
port a contact file from Outlook as a comma de-
or enewsletter as an HTML
7
limited (.CSV) file that you upload to your email
file for mailing. We also do a
provider. We set up a campaign in Salesforce
straight text version for people
Gen
that’s tied to our full email list or the segment of
who cannot or do not want to
the list we are targeting. We then set up the list
receive HTML emails.
in Vertical Response for the specific mailing.
er
te
i st
a
D el
.
(For details on how we do this, see our compan-
iv e r y L ion ebook, “Integrating Salesforce.com into your
Email Marketing.”)
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24. Upload Email Files.
8
U plo
We upload the HTML
and text versions of
the email to Vertical Write
ad Em
Response and revise.
Write Subject Line. We generally
a i l F i l e s.
Su
do this last, and put a lot of thought
9
bject Li
into it. In our experience, the most
opened emails have subject lines
that touch on a common problem
Deliver.
ne or refer to a topic of general inter-
. est. “The Power of Inspiration”
st a n d
headed our most opened enewslet-
0 ter, for instance.
Te
Test and Deliver.
The delivery service will Revie
w
prompt you to test the
Deliv
lts.
email. Proof it again, even
su
if you have changed just er y Re Review Delivery Results.
one comma when upload- We all love looking at the
ing the email files. stats to see who opened an
email, who clicked on which
links, and how effective one
email is versus others.
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25. low
Fol
up.
Follow up. The people who click through are gen-
erally your best prospects, especially if you haven’t
talked to them in a while. We call most of them to
ask about their level of interest, invite them to an
event, or send them more information.
You may note that our method begins and ends with personal contact: a phone call or meeting. Nothing
replaces personal contact. Email is a great way to stay in touch but no substitute for picking up the phone.
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26. The Start of a
Beautiful
Relationship
“Louis, I think this is the start of a beautiful friendship,” says
Rick to Captain Renault at the end of Casablanca. Social
media can be the same. It can spark interest that blooms into
conversation and relationship, carried on in many different
forms.
As Scott Stephen, now head of digital at Playboy, put it dur-
ing a panel discussion we sponsored: “My goal in an email
is simply to start a relationship and to get their permission
to speak with them over time through email or other means.
You don’t go on your first date and ask someone to marry
you.”
Tim Ash extended that thought in his book, Landing Page
Optimization, “Retention programs should seek to build
on the initial permission with anticipated, personal, and
relevant ongoing communications. Over time, as you earn
the consumer’s trust and continue to provide value, you are
granted higher levels of intimacy and permission in return.”
The company or individual with a changing menu of
compelling content earns—truly earns—a valuable return in
the form of a community of people who are highly attracted
to learning more about the company’s subject and, in turn,
market offerings.
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27. How Do You Get from Here to There?
References
“Better Ways to Collaborate” The Authentic Enterprise: Relation- “Keeping in Touch with Your Net- Landing Page Optimization, Tim
http://www.economist.com/search/display- ships, Values and the Evolution of work,” Vilfredo Pareto’s law of in- Ash:
story.cfm?story_id=E1_TVDQRRNS http://www.amazon.com/Landing-Page-
Corporate Communications: come distribution: Hubs in Network
http://www.awpagesociety.com/images/up- Optimization-Definitive-Conversions/
Science: Theory and Applications:
2009 Channel Preference Study, loads/2007/AuthenticEnterprise.pdf dp/0470174625
http://books.google.com/books?id=CQHdV
Exact Target: zFFVG8Clpg=PA1ots=yO7n8GQXoOd
http://email.exacttargt.com/Resources/ Network Science: The National q=network%20sciencepg=PA4#v=onepag Communications Power in the
Whitepaper/2009_Channel_Preference_Sur- eqf=false Network Era
Research Council
vey.html “The Authentic Enterprise: Relationships,
http://www.nap.edu/cata;pg.php?record_
id=11516 Network Buzz Moves through Email Values and the Evolution of Corporate Com-
The Tipping Point: Malcom munications.” Scott Davis, senior partner at
“Why Email No Longer Reigns,” an
Prophet, a global consulting firm, refers to
Gladwell Social Media Club of Chicago: article from Wall Street Journal: today’s communications environment as “the
http://books.google.com/ http://www.socialmediaclub.org/chapter/ http://online.wsj.com/article/SB100014240 Network Era.”:
books?id=MMlxzMNkE_0Cpg=PP1dq=ti chicago 52970203803904574431151489408372.html http://www.awpagesociety.com/images/up-
pping+point+bookei=HRH8S9CzL4XYNZ
loads/2007/AuthenticEnterprise.pdf
Pz7f0Pcd=1#v=onepageq=tipping%20po
int%20bookf=false OptionsHouse: Chart on Social Media’s influence
http://www.optionshouse.com/ on Email Marketing: http://blog.800ceoread.com/2009/07/08/
http://www.emarketer.com/Reports/All/ welcome-to-the-network-era-an-essay-by-
Network Science: Theory and Ap- Emarketer_2000643.aspx scott-davis/
plications: Ted G. Lewis: Share This:
http://www.amazon.com/Network-Science- http://sharethis.com/
Applications-Ted-Lewis/dp/0470331887 eMarketer’s study on Gen Y and its
The Value of Social Engagement, use of email and texting:
http://www.emarketer.com/Article.
“Power Law distribution”: Keith Share This: aspx?R=1007361
Hart, Professor of Anthropology http://blog.sharethis.com/2009/12/16/the-
value-of-sharing-social-engagement/
Emeritus, Goldsmiths, University of
London:
http://thememorybank.co.uk/2010/02/01/
the-social-meaning-of-the-power-law/
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28. About Canright Communications
Canright Communications is a Chicago-based firm that focuses on creating materials busi-
nesses use to communicate their message in a way that ultimately closes sales. Canright
produces content that inspires engagement with your network of prospects, customers, ven-
dors, and employees. Our content marketing and sales communications becomes the elec-
tricity that energizes the grid of initial contact, education, sale, service, and follow-up.
We’re especially good at making complex technologies, ideas, and services easy to under-
stand. So salespeople can help prospects make informed buying decisions. So marketing
managers can generate leads and provide engaging ongoing contact through direct sales,
email, and social media channels. So customer service representatives can educate and sup-
port customers, especially with software and technology products.
market sell educate inspire
www.canrightcommunications.com
collin@canrightcommunications.com
christina@canrightcommunications.com
773 248-8935
Draft 2.0 June 2010
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