Using Email Marketing & Social Media Marketing <br />to Drive New Customer Acquisition<br />Brandon Lake<br />Founder and ...
3<br />National customer base of over 300 clients<br />
Respondents’ Primary Social Media Objectives<br />Source: 2010 COLLOQUY & DMA Social Media Study<br />
Content<br />Coordination<br />Specialist<br />
Travel, Tweets and Trends…Revisited<br />Key Findings from Study<br />What it means to you?<br />Facebook<br />Twitter<br ...
Usage vs. Effectiveness<br />
Email: Relevance is Key<br />
Who?<br />How Many?<br />Identify needs and interests<br />Where?<br />What?<br />When?<br />
Create emails with personalized content<br />
Content Relevancy Maximizes Opens and Clicks<br />Based on Average results for top –performing emails sent by Western Rive...
Email: Personalization <br />
Email: Effective Strategies<br />Make email an integral part of marketing<br />Personalize towards 1:1 marketing<br />Auto...
But where do we get enough relevant content to be this personal?<br />
Blog: Effective Strategies<br />
    Blogs provide permanence, searchability, and simple content creation<br />
Only 20% of your guests’ experience happens on the trip itself.<br />
20% Trip Experience<br />40% Anticipation<br />40% “Echo” after Trip<br />Source: Myriad Marketing<br />
Engage guests via social media<br />Personalized, automatic pre-travel emails<br />
User Generated Content is key for limited budgets<br />
Dunbar Circle<br />“Put differently, people who are members of online social networks are not so much networking as they a...
Automatic post trip surveys<br />Generate content for testimonials on your website<br />
Customers create content on your blog, facebook and twitter<br />
Average Click Through Rate of 16%<br />
Traffic Following Reminder Email<br />
Add on Bonus:  Customers also posted on Trip Advisor<br />
Invite past guests to join via email<br />Invite customers to join an event on facebook<br />
Post a group photo and ask guests to come tag themselves and connect with others<br />
Contests: Like us on Facebook to win a trip<br />See promotional guidelines and Wildfire App<br />
Email as Content??<br />
Blog Only<br />
Questions?<br />Brandon Lake, Resmark Systems<br />brandon@resmarksystems.com<br />www.ResmarkSytems.com<br />@ResmarkSyst...
Thank You for Joining Us!<br />eec members are changing the world of email marketing.  Will you join them?<br /><ul><li> S...
Upcoming SlideShare
Loading in...5
×

EEC Presentation by Chris Baggott & Brandon Lake

1,216

Published on

This presentation was given during an EEC webinar on April 28, 2011 by Chris Baggott of Compendium and Brandon Lake or ResMark and Western River.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,216
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Jason talks First: “Chris we are here to talk about the this new thing called Social Media” “Why are you resurrecting these dinosaurs?”Chris will talk about: How all this isn’t new from a concept standpoint. People have been advocating for years for this kind of behavior. We have just not hade the right tools. Now we do.
  • Just Search Traffic
  • EEC Presentation by Chris Baggott & Brandon Lake

    1. 1. Using Email Marketing & Social Media Marketing <br />to Drive New Customer Acquisition<br />Brandon Lake<br />Founder and Director<br />@resmarksystems.com<br />Chris Baggott<br />Co-founder/CEO<br />Compendium<br />@chrisbaggott<br />@Compenidum<br />
    2. 2.
    3. 3. 3<br />National customer base of over 300 clients<br />
    4. 4.
    5. 5. Respondents’ Primary Social Media Objectives<br />Source: 2010 COLLOQUY & DMA Social Media Study<br />
    6. 6. Content<br />Coordination<br />Specialist<br />
    7. 7. Travel, Tweets and Trends…Revisited<br />Key Findings from Study<br />What it means to you?<br />Facebook<br />Twitter<br />Blogging<br />Email<br />Photos & Video<br />Staff Participation<br />
    8. 8. Usage vs. Effectiveness<br />
    9. 9. Email: Relevance is Key<br />
    10. 10. Who?<br />How Many?<br />Identify needs and interests<br />Where?<br />What?<br />When?<br />
    11. 11. Create emails with personalized content<br />
    12. 12. Content Relevancy Maximizes Opens and Clicks<br />Based on Average results for top –performing emails sent by Western River Expeditions<br />
    13. 13. Email: Personalization <br />
    14. 14. Email: Effective Strategies<br />Make email an integral part of marketing<br />Personalize towards 1:1 marketing<br />Automate to ensure better timing<br />
    15. 15. But where do we get enough relevant content to be this personal?<br />
    16. 16.
    17. 17. Blog: Effective Strategies<br />
    18. 18. Blogs provide permanence, searchability, and simple content creation<br />
    19. 19. Only 20% of your guests’ experience happens on the trip itself.<br />
    20. 20. 20% Trip Experience<br />40% Anticipation<br />40% “Echo” after Trip<br />Source: Myriad Marketing<br />
    21. 21. Engage guests via social media<br />Personalized, automatic pre-travel emails<br />
    22. 22. User Generated Content is key for limited budgets<br />
    23. 23. Dunbar Circle<br />“Put differently, people who are members of online social networks are not so much networking as they arebroadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."<br />
    24. 24. Automatic post trip surveys<br />Generate content for testimonials on your website<br />
    25. 25. Customers create content on your blog, facebook and twitter<br />
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35. Average Click Through Rate of 16%<br />
    36. 36.
    37. 37. Traffic Following Reminder Email<br />
    38. 38.
    39. 39. Add on Bonus: Customers also posted on Trip Advisor<br />
    40. 40.
    41. 41.
    42. 42.
    43. 43. Invite past guests to join via email<br />Invite customers to join an event on facebook<br />
    44. 44. Post a group photo and ask guests to come tag themselves and connect with others<br />
    45. 45. Contests: Like us on Facebook to win a trip<br />See promotional guidelines and Wildfire App<br />
    46. 46. Email as Content??<br />
    47. 47.
    48. 48.
    49. 49.
    50. 50.
    51. 51. Blog Only<br />
    52. 52. Questions?<br />Brandon Lake, Resmark Systems<br />brandon@resmarksystems.com<br />www.ResmarkSytems.com<br />@ResmarkSystems<br />Chris Baggott, Compendium<br />chris@compendium.com<br />www.compendium.com<br /> @chrisbaggott<br />
    53. 53. Thank You for Joining Us!<br />eec members are changing the world of email marketing. Will you join them?<br /><ul><li> Save $150 when you join the eec or renew your current membership with </li></ul>discount code eecwebby May 31, 2011<br />Subscribe to our FREE industry newsletter: www.emailexperience.org<br />Contact Ali Swerdlow with any questions: ali@emailexperience.org<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×