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Emsa 2012 Traffika Presentation

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Matt presented at EMSA (Email Marketing Summit Australia) on Oct 2012, here is a copy of his presentation“Enhancing your email database through social media efforts”.

Matt presented at EMSA (Email Marketing Summit Australia) on Oct 2012, here is a copy of his presentation“Enhancing your email database through social media efforts”.

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  • 1. Enhancing Email with Social Media Matt Forman Founder & Managing Director Traffika EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 2. Why? Grow your Grow your social email list audience BuildDistribute your awareness content and frequency Sell stuff EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 3. Complimenting not Competing +Social Email•  distributes •  personalised content and and targeted builds to deepen the relationships relationships EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 4. Social Media Formula RxE=A Reach   Engagement   Amplifica1on   EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 5. Growing your Social Media Audience•  Use targeted social media advertising campaigns.•  Build awareness of your Profiles within your existing publication channels.•  Include links in newsletters, place calls-to-action in email signatures, in print collateral, TVCs, POS etc.•  Ask your clients to connect – but give them something special for it. Exclusive content works well.•  Publish content relevant to the audience you want to attract.•  Growing an active, loyal following is better than generating a ‘large’ following (in some cases less is better).•  Growing your community requires a commitment to providing regular, light- weight content over time. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 6. Using Email to Grow your Social Audience •  Place Social Media sign-up call to actions on: –  Header in EDM templates –  EDM registration confirmation email –  EDM confirmation page –  EDM unsubscribe pageImage:  h5p://www.barackobama.com/unsubscribe     EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 7. Using Email to Grow your Social Audience •  Solus emails to cross pollinate EDM subscribers –  Give exclusive offer / value –  Keep the message single mindedly focused on 1 platform at a timeImage:  Courtesy  Social  Media  Examiner  h5p://traf.kr/TKR9iE       EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 8. Using Email to Grow your Social Audience •  Advertise to Custom Audiences on Facebook built from your email database •  Segment your EDM lists before creating custom audience on Facebook to build hyper targeted ad campaigns •  Overlay with Facebook geographic, demographic and interest targeting for more relevant ads •  Remarket to you email members on Facebook EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 9. Content Funnel Viral Informational Brand & Product EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • 10. Content Planning Persona  1   Persona  2   Persona  3   Topics  and   Viral   categories  you   want  to  cover   Sample   headlines  and  Informa1onal   links  to   reference   materials   Formats  and   Brand  &   pla:orms  to   Product   publish  on   EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 11. Preferred Channel for Promotional Content90%80% 77%70%60%50%40%30%20%10% 4% 1%0% Email   Facebook   Twi5er   Source:  ET  2012  Channel  Preferences  Survey,  February  2012   EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 12. Content Strategy Social Content •  Inspired content that is so good it has to be shared and appropriate for the platform your audience is on •  Entertaining •  Educational •  Emotional (avoid sadness) Email Content •  highly relevant •  highly personalised •  offers and promotionsImage:  Courtesy  Design  Taxi  h5p://traf.kr/QFt9IX         •  better medium for selling EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 13. Growing your email list •  Email sign-up tab on Facebook – consider exclusive offer for Facebook fan •  Provide content ‘teasers’ or showcase your email content to your social media audience •  Link to content marketing strategies & promote links to your content to that requires email registration to access – well suited to Twitter and LinkedInImage:  www.facebook.com/traffika     EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 14. Distribute your content •  Using social sharing buttons in email messages resulted in a 30% higher CTR on average and increased the reach of an average email by 24.3%* •  Invite commentary of your EDM articles onto social platforms or blog – can be in depth or fun •  Crowd source content from your social audience for your your EDMs •  Make your influencers heroes in your EDMs (Fan of the month) *Source:  GetResponse  Social  Integra1on  Study  h5p://traf.kr/S5kdNq  and  Share-­‐to-­‐Social  Performance  -­‐   Silverpop  Benchmark  Study  h5p://traf.kr/RFkczk     EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 15. Metrics •  CTRs on Social links in your EDMs •  % of EDM list sourced from social channels (FB tab, Tweet etc) •  Cost per EDM Subscriber via social media channels •  CTRs and Conversion Rates on Social Sharing segments – create ‘socially engaged lists’ •  Cost per share via EDM EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • 16. Connect traffika.com.au/blog facebook.com/traffika gplus.to/traffika matt@traffika.com.au EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland