eMetrics, Stockholm - October 2009, Email And Social Media

Email and Social Media Optimize your work with tribes jesperastrom.com

Who am I jesperastrom.com

Today’s topics
Kill some myths about social media
Enforce some social media theories
Discuss what e-mail really is
One way to use e-mail and social media combined
jesperastrom.com

Killing some myths about Social media jesperastrom.com

Enter The Social Media Guru jesperastrom.com

Social media Guru says:
Social media is about conversation and you can’t measure traditional ROI!!
Social media is so complex that you cannot put it into simple numbers!!
Social media metrics simply cannot be done by people who aren’t social media gurus like me!!
jesperastrom.com

Yes We can!!

Let’s enforce some social media theories jesperastrom.com

One in a million on facebook is 300 people! 300 ppl is a crowd jesperastrom.com

Long tail collaboration in Tribes jesperastrom.com

Tribes
A group of people that share a passion
Your company can work on many tribal grounds
Each tribe has a tribe leader
jesperastrom.com

Find the leader and ask how you can improve! jesperastrom.com

Discuss what e-mail really is jesperastrom.com

Email is not an inbox jesperastrom.com

E-mail is an Identifier jesperastrom.com

What do I mean with this!?
Have you signed up to an online service without your e-mail address lately?
Have you ever received an invoice to Facebook?
jesperastrom.com

E-mail is an Identifier jesperastrom.com

One way to use e-mail social media combined Finding tribal leaders jesperastrom.com

KPIs and Success events
Set KPIs for your online activities
Set a trackers on controlled traffic to your website  to measure success events
jesperastrom.com

KPI for this objective
Increased sharing means more visibility
Shared items with good sentiment is good for overall business
Finding who shares the most will make work more effective
jesperastrom.com

My favorite tools jesperastrom.com Newsletter Database Social media share buttons

Setting success events
Opened e-mail
Clicked link in an e-mail
Click on a sharing button
Visitor from shared tracker
jesperastrom.com

Metrics
Opened e-mail ratio
Clicked stories per e-mail
Clicked social media buttons per e-mail
Total traffic per shared item
jesperastrom.com

Grouping
Each e-mail address is an object
Each activity is a tag
Similar e-mails, based on activities, are grouped as being a part of the same tribe
jesperastrom.com

So, what happens now? jesperastrom.com

This is how it is done Send unique newsletter Enter with unique tracker Shares with unique tracker Enter with unique tracker

Measure and group all success events jesperastrom.com

Result Opens 70% Clicks on 3 stories Shares 1 story Creates 3 new visits Opens 20% Clicks on 1 story Shares 1 story Creates 100 new visits Opens 100% Clicks on 5 stories Shares 0 story Creates 0 new visits User 1 User 2 User 3 jesperastrom.com

What do you get?
Identified tribal leaders
You know what topics they like and share
You have an established opt-in relationship through e-mail
Now give them a task by asking them what you can do for them!
jesperastrom.com

So what about the $$$!! jesperastrom.com

One magic metric
74% of online customers trust recommendations & reviews from peers in purchasing decisions

Find me @jesperastrom http://jesperastrom.com jesperastrom.com

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eMetrics, Stockholm - October 2009, Email And Social Media

by Jesper Åström on Oct 13, 2009

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eMetrics, Stockholm - October 2009, Email And Social Media — Presentation Transcript