eMetrics, Stockholm - October 2009, Email And Social Media
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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.

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

  • 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