• by David Goetzl  @dgoetzl, December 10, 2012

Evan Shumeyko, the Global Director of CRM for OgilvyOne, is delivering the day-one keynote at the MediaPost Email Insider Summit. He jokes he's from an agency and people have expectations. 

“People expect Don Draper,” he jokes.

He offers some compelling statistics: one out of five people meet online and one of five divorces are blamed on Facebook. That's nice for Barry Diller's IAC and its Match.com and maybe a negative for Mark Zuckerberg.

He shows a phototgraph from Tehran, Iran, where his wife visited. At a park, she was wearing Western clothing and was asked by young Iranians if she knew Britney Spears. Tthe young Iranians said they don't anymore and they like Taylor Swift. Iran is a wired society. "People's misperceptions become our opportunities," he says.

Shumeyko says "email is still a prevalent and dominant platform" with social media growing. Social is "more than a buzzword for consumers because they now have the ability to control the conversation."

He talks about an Arab Spring and a Customer Spring. Customers can express frustration with companies. Social "amplifies" negative comments from an audience.