eMetrics, Stockholm - October 2009, Email And Social Media


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A presentation held at eMetrics Stockholm in October 2009. For a full recap of some details, please visit my blog.

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eMetrics, Stockholm - October 2009, Email And Social Media

  1. 1. Email and Social Media Optimize your work with tribes jesperastrom.com
  2. 2. Who am I jesperastrom.com
  3. 3. Today’s topics <ul><li>Kill some myths about social media </li></ul><ul><li>Enforce some social media theories </li></ul><ul><li>Discuss what e-mail really is </li></ul><ul><li>One way to use e-mail and social media combined </li></ul>jesperastrom.com
  4. 4. Killing some myths about Social media jesperastrom.com
  5. 5. Enter The Social Media Guru jesperastrom.com
  6. 6. Social media Guru says: <ul><li>Social media is about conversation and you can’t measure traditional ROI!! </li></ul><ul><li>Social media is so complex that you cannot put it into simple numbers!! </li></ul><ul><li>Social media metrics simply cannot be done by people who aren’t social media gurus like me!! </li></ul>jesperastrom.com
  7. 7. Yes We can!!
  8. 8. Let’s enforce some social media theories jesperastrom.com
  9. 9. One in a million on facebook is 300 people! 300 ppl is a crowd jesperastrom.com
  10. 10. Long tail collaboration in Tribes jesperastrom.com
  11. 11. Tribes <ul><li>A group of people that share a passion </li></ul><ul><li>Your company can work on many tribal grounds </li></ul><ul><li>Each tribe has a tribe leader </li></ul>jesperastrom.com
  12. 12. Find the leader and ask how you can improve! jesperastrom.com
  13. 13. Discuss what e-mail really is jesperastrom.com
  14. 14. Email is not an inbox jesperastrom.com
  15. 15. E-mail is an Identifier jesperastrom.com
  16. 16. What do I mean with this!? <ul><li>Have you signed up to an online service without your e-mail address lately? </li></ul><ul><li>Have you ever received an invoice to Facebook? </li></ul>jesperastrom.com
  17. 17. E-mail is an Identifier jesperastrom.com
  18. 18. One way to use e-mail social media combined Finding tribal leaders jesperastrom.com
  19. 19. KPIs and Success events <ul><li>Set KPIs for your online activities </li></ul><ul><li>Set a trackers on controlled traffic to your website  to measure success events </li></ul>jesperastrom.com
  20. 20. KPI for this objective <ul><li>Increased sharing means more visibility </li></ul><ul><li>Shared items with good sentiment is good for overall business </li></ul><ul><li>Finding who shares the most will make work more effective </li></ul>jesperastrom.com
  21. 21. My favorite tools jesperastrom.com Newsletter Database Social media share buttons
  22. 22. Setting success events <ul><li>Opened e-mail </li></ul><ul><li>Clicked link in an e-mail </li></ul><ul><li>Click on a sharing button </li></ul><ul><li>Visitor from shared tracker </li></ul>jesperastrom.com
  23. 23. Metrics <ul><li>Opened e-mail ratio </li></ul><ul><li>Clicked stories per e-mail </li></ul><ul><li>Clicked social media buttons per e-mail </li></ul><ul><li>Total traffic per shared item </li></ul>jesperastrom.com
  24. 24. Grouping <ul><li>Each e-mail address is an object </li></ul><ul><li>Each activity is a tag </li></ul><ul><li>Similar e-mails, based on activities, are grouped as being a part of the same tribe </li></ul>jesperastrom.com
  25. 25. So, what happens now? jesperastrom.com
  26. 26. This is how it is done Send unique newsletter Enter with unique tracker Shares with unique tracker Enter with unique tracker
  27. 27. Measure and group all success events jesperastrom.com
  28. 28. 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
  29. 29. What do you get? <ul><li>Identified tribal leaders </li></ul><ul><li>You know what topics they like and share </li></ul><ul><li>You have an established opt-in relationship through e-mail </li></ul><ul><li>Now give them a task by asking them what you can do for them! </li></ul>jesperastrom.com
  30. 30. So what about the $$$!! jesperastrom.com
  31. 31. One magic metric <ul><li>74% of online customers trust recommendations & reviews from peers in purchasing decisions </li></ul>
  32. 32. Find me @jesperastrom http://jesperastrom.com jesperastrom.com