Your SlideShare is downloading. ×
Social and email marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social and email marketing

291
views

Published on

Effort to effect is the key to making social marketing work. Advice for highly effective email marketing campaigns

Effort to effect is the key to making social marketing work. Advice for highly effective email marketing campaigns

Published in: Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
291
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • ConstantContact, iContact, Vertical Response They track clicks, opens Manage lists, opt-outs, SPAM Hundreds of templates ConstantContact, iContact, Vertical Response They track clicks, opens Manage lists, opt-outs, SPAM Hundreds of templates ConstantContact, iContact, Vertical Response They track clicks, opens Manage lists, opt-outs, SPAM Hundreds of templates
  • Transcript

    • 1. Social And Email Marketing That Get Results Presented by: Don Mennig [email_address] 800-546-1350 ext. 3866
    • 2. Goal & Overview
      • Introductions
      • Guerilla’s get Results
      • Social networking
      • Email marketing
      Leave here with actionable ideas and knowledge that will help you get your business noticed.
    • 3. A little about me …
      • Don Mennig
        • Executive Director of Marketing at ASI
        • 15+ years marketing experience
        • Ran my own agency before joining ASI
    • 4.
      • Guerilla Results
      • Working with limited resources
      • Presence, awareness top of mind
      • Effort to effect (E2E)
      • How to fail with 200 leads
      • How to generate BUZZ!
    • 5. Why all the buzz about social networks and B2B? People buy from those they know, like & trust!
    • 6. A quick exercise… Using your best elevator pitch sell a person near you (not in your company) on what you do and why they should buy from you.
      • Now, instead of selling
      • the person tell them
      • something you are
      • truly passionate about
      • Favorite vacation
      • Hobby you love
      • A little about your family
    • 7. You’re about to give me a call …
    • 8.  
    • 9. Getting Results Rule
      • Don’t come on too strong
      • Get a sense for the people and the conversations
      • As soon as you know the ‘temperature’ DIVE IN!
      “ If you were a new burger at McDonald's, you'd be McGorgeous...”
    • 10. Getting Results Rule
      • Be social! 4 out of 5 posts should be social or informational, NOT business, product or offer driven
      “ The thing we do best is really service our customers ... blah, blah, blah.”
    • 11. ROO Results
      • Join 3 sites & ‘X’ groups
      • Make ‘X’ contacts
      • Update ‘X’ times
      • Spend ‘X’ time
      • Establish goals
        • New prospects - Social only offers - New customers
        • % increase of sales from current ‘social’ customers
    • 12. Killing Your Results Part 1
      • Everyone has a camera
      • Don’t drink and post
      • Know your history
        • We can still be friends?
      “ It was just one game of beer pong … really!”
    • 13. Killing Your Results Part 2
      • Social networking at work should be scheduled.
      • Unless you’re actively networking with someone, stop when you say you’re going to stop!
      • Have fun at home  !
      “ The next thing I knew half the day was gone ...”
    • 14. Maximize your E2E – Effort to Effect It Can Be Overwhelming
    • 15. Facebook.com – Your Starting Point
      • Set up a personal and business page
        • Set up your ‘lists’
        • Define who sees what
      • Connect with family, friends, colleagues, clients & contacts
    • 16. Working FB for B2B
      • Friend finder
      • Groups
        • Share ideas and knowledge
      • What to post
        • Human things 
        • Relevant updates
        • New products & technologies
        • Specials & offers
      • Timing is everything
    • 17. Why LinkedIn?
      • Different tone and expectation than Facebook
        • People join LinkedIn to advance their business and careers
        • Referrals, introductions and prospecting are expected
        • Research, research, research
    • 18. LinkedIn.com
      • Two areas to focus …
        • Re-enforce/ validate professional capabilities within your current network
        • Find new business connections and prospects
    • 19. Getting Started With LinkedIn
      • Upload your photo, work experience & education
        • Takes time but makes linking easier
      • Vanity URL
      • Request ‘links’
        • Upload contacts
        • Link to suppliers
      • Ask people to recommend you
    • 20. Maximize LinkedIn
      • Use mail feature
        • 30% open rate
      • Join Groups
        • Set to Digest mode
      • Read/Post status updates
      • SlideShare
    • 21. Twitter.com – What Exactly is It?
      • Life in bullet form
        • Sharing of status and things you find of interest in 140 characters or less
        • Great way to reach forward thinking sales and marketing professionals
    • 22. Twitter & B2B
      • Monitor customers, friends and your brand
      • Customer service
      • Announce sales and news
        • Caveat: if all you do with Twitter is announce sales and offers you’ll be wasting your time
        • Share & find useful information
        • Least effective opportunity – good upside
    • 23. How Twitter Works
      • This email note:
        • “ I read this incredibly informative email metrics report that I think you’d enjoy. We used the information and increased our open rates by 5 points. You can find it at http://www.lyris.com/media2/pdf/datasheets/statistics-and-metrics.pdf ”
      • Becomes a tweet to ‘x’ followers:
        • “ Great #EmailMetrics info http:// bit.ly/clhPUX Improved our open rates by 5%”
    • 24. Getting Started On Twitter
      • Use a brand driven or personal name
      • Recognizable image (photo or logo)
      • Create a good background (company)
      • Start collecting twitter names and follow them
        • If you tweet in the woods and no-one’s there …
      • ‘Tweet’ things of interest
      • Search for your brand
    • 25. Followers
      • Follow people who follow you
        • Follow people you want to connect with
        • RT the folks you follow
      • @don_mennig, @mashable
      • ASI members
    • 26. Tweeterverse
      • “ hash” tags (#ASISHOW)
        • Enables searching for common terms
      • @buzzbeat
        • Replies that the world can see
      • RT
        • Identifies you’re not the original sender
    • 27. Make It Easy
    • 28. ASI Members With Social Buzz IRL
      • Facebook: Charley Johnson – First 10 customers that find him at the show win cash, prizes and more.
      • LinkedIn: Ernest > Don > David > Fred
      • Twitter: Jennifer Brown
        • Single order in 2008, no reorders, stonewalled at the gate
        • Followed all her clients, RT’d their tweets
        • June 2009 got orders for $5k, $4k & working on $2k
    • 29. Generate Buzz with Email
      • BUZZ = Dirt Cheap
      • BUZZ = Easy
      • BUZZ = High E2E!
    • 30. Buzz = Compelling Content
      • Have a reason for emailing
        • Clearly state ‘What’s in it for Betty!”
        • Make sure it is compelling
      BUZZ = Compelling Content (WIIFB)
    • 31. Email Design That Gets Results
      • Body copy/ Design
        • Keep vital information and offers above the ‘fold’
          • Like a newspaper story your first paragraph should include all vital information
          • In general, shorter is better
        • Use relevant images – photography is best
        • Flash, audio, .exe etc… are all stripped out by email servers
          • Animated .jpgs work
          • ‘ Fake’ video works
        • 64% on mobile devices (text left, image right)
    • 32.
      • Personalize your email subject & body copy
        • First name, company name, industry
      • Give them one thing to do (if you’re trying to land sales/ leads)
        • 530 pixels wide
        • Put offers at the top, as links in the copy, and at the bottom.
        • Make sure your offer is close to the strongest visual image on the email
      • The more the merrier?
      • Think PONG
      Email Design That Gets Results
    • 33. Don’t Kill Your Results
      • Subject lines
        • 50/35 characters? 3 words? Subject line = email?
      • Personalization backlash?
        • First names must also be included in body copy
          • Improve open rates by 5%
          • Not included in body copy decreases by 8%!
        • The sender relationship is key
      • Spam
          • “ Don, ASI announces enhancements to ESP Online”
        • Avoid other terms you see in SPAM: discount, ALL CAPS, !, (Free)
    • 34. Tracking Your Results
      • What to track
        • Open rates (Successful sends / unique opens)
        • CTR (unique opens / unique clicks)
          • Soft leads
        • Conversions (unique clicks / action)
          • Hard leads
        • Delivery/ bounce/ SPAM complaints
    • 35. Testing For Results
      • A/B splits
        • What should you test?
          • Subject lines
          • Sender (From)
          • Content
          • Offers
          • Day of week/ hour
          • Landing pages
    • 36. Sending For Best Results
      • Best days/ times to send
        • It depends …
        • Monday = highest open and clicks
          • Sunday = high open but low clicks
            • Only 3% of all email traffic
          • Friday has lowest metrics
        • Test your audience
      • You’ll know in 96 hours how well your email has done!
        • Typically we can predict the total number of leads an email will provide within one hour of its drop
    • 37. Amplify Your Results
      • Display your email somewhere other than your customers’ inboxes
    • 38. Q&A
      • I suspect we don’t have much time left so …
      • Friend me on Facebook: Don Mennig
      • Link to me on LinkedIn: Don Mennig
        • (presentation will be on SlideShare)
      • Follow me on Twitter: Don_Mennig