INDIANAPOLIS (Top40 Charts/ ExactTarget) - Roadrunner Records artists Nickelback,
Theory of a Deadman and
Slipknot will be among the first artists in the country to use a new technology that will bring them closer to fans through email, Facebook, Twitter and more than 40 other online networks.
The bands will incorporate ExactTarget's Social Forward technology in emails to fans, giving their followers the ability to share the contents of fan club messages directly to their social networks with a single mouse click.
'Fans are an artist's best advocate, and the industry is continuously looking for new ways to engage them and help them share their passion for a band with others online,' said David DeVore, chief executive officer of FanMail Marketing, a Cincinnati-based firm that uses ExactTarget and a host of technologies to power and manage communications for artists, promoters and record labels. 'While email and social media have become a staple of any band's communications, the two have been completely separate. With ExactTarget's Social Forward, bands can give fans a tool to simplify sharing the latest news and information received by email to their social network friends and followers online.'
ExactTarget's Social Forward technology consists of two new unique offerings � Direct to Social and an integration with social media syndication powerhouse ShareThis.
Direct to Social allows marketers to incorporate the icon of a social network such as Facebook, Twitter or MySpace in an email. Subscribers can click the icon and instantly share the contents of the message with their online networks.
The integration with ShareThis allows email marketers to enable sharing to more than 40 social media sites with a single click of a button. The technology works by incorporating a small ShareThis icon into email marketing messages, allowing subscribers to share email content with their social networks. When subscribers click the ShareThis icon, they are directed to a custom landing page where they can select the social networks where they would like to share the content.
'While Social Forward certainly provides fans a great tool to share content online, it also gives marketers and promoters the first way to value and track social media,' said Tim Kopp, ExactTarget's chief marketing officer. 'Social Forward provides marketers actionable data that identifies the value of a campaign's most viral content, most active subscribers and the most popular networks for sharing.'
The announcement of Roadrunner Records' artists adopting ExactTarget's Social Forward comes less than a month after the firm launched the solution at ad:tech San Francisco. The social sharing solution is available to ExactTarget users through the company's online Innovations Lab and will become an integrated solution for all ExactTarget users worldwide as part of the company's Summer release.
Forrester Research's Emily Riley will join experts from ExactTarget in a June 3 Webinar to provide marketers with the latest research and best practices for integrating email marketing and creative social strategies. Marketers may register for the free Webinar online at https://email.exacttarget.com/Resources/Webinars/SocialForward.html.
About FanMail Marketing
FanMail Marketing is a Fan-Relationship Management and Digital Marketing Solutions Agency for the music and entertainment industry. FanMail helps clients become more Fan-Centric by providing innovative strategies to Artists, Labels, Events, Venues, Festivals, and Promoters and by leveraging the power of cutting-edge email, sms, and voice technology. The FanMail team is made up of the music industry's top marketers, designers, developers and account executives. Since 2001, FanMail has deployed and consulted on thousands of interactive marketing campaigns for some of the biggest names in the music industry such as Another Planet Entertainment, Superfly Presents, JamBase.com, The William Morris Agency and Roadrunner Records.
About ExactTarget
ExactTarget, Inc. is a leading provider of on-demand email marketing software solutions. The company's suite of on-demand one-to-one marketing applications enable clients to send business-critical and event triggered communications to increase sales, optimize marketing investments and strengthen customer relationships. ExactTarget offers four editions of its on-demand software application along with integrated solutions such as ExactTarget for Salesforce.com AppExchange, ExactTarget for Microsoft Dynamics CRM and ExactTarget for Omniture Genesis. ExactTarget offers a range of optimization services including support, implementation and training, integration, deliverability, account management, design and deployment and strategic consulting. ExactTarget's software powers permission-based email communications for thousands of organizations including CareerBuilder.com, Expedia.com, Florida Power & Light, Gannett Co., Inc/USA TODAY, the Indianapolis Colts, The Home Depot, The Leukemia & Lymphoma Society, Liberty Mutual Group, Papa John's and Wellpoint, Inc. For more information, please visit www.exacttarget.com or call 1-866-EMAILET.
