LBN Industry Exchange Presentation w. Tony Sarna

2. Presented By
Tony Sarna from David Benjamin from

3. Social Media Introduction
• Create profiles on each social network
– Direct visitors to specific social networks
• Focus on frequent interaction
• Create word-of-mouth/viral campaigns
• Consider social network aggregators

4. Social Networks for Business
Twitter
LinkedIn Facebook

5. E-marketing Introduction
• Crucial business tool Employees
• Connect with: Customers
Partners
Prospects
Leads

6. E-marketing Metrics
• Metrics
– Employees do not reliably track source
– E-marketing can automatically track source
• Conversion rate
– Balance between quantity and quality
• Open rate
Opened
Open Rate =
Sent - Bounced

7. E-marketing Cost Savings
• U.S.P.S. will increase rates on May 11, 2009
– From $0.42 to $0.44 per unit
• Significant cost savings
Postal Mail ($1.00)
Cost (per unit) E-mail ($0.02)
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00

8. Twitter
• Link to content
– Websites
– Blogs
– Relevant articles
• Answer questions
– Provide value by helping others
• Recommend and get recommended by peers

9. Twitter (continued)
• Expand network by searching for
“targeted” contacts
• Establish relationships online,
strengthen offline
• One-to-many communication
• Two-way interaction, removes gatekeeper
• Constant, 24/7 dialog

10. E-marketing Delivery
• Best time to send
– After 10:00 AM; Tuesday through Thursday
– Experiment with delivery days and times
– Consider segmenting mailing lists by time zone
• Best practices
– Do not include attachments
– Do not include inline images
– Do not include video or Flash content

11. E-marketing Performance
• Continuous incremental improvement
– Tweak or change subject line
– Personalize subject line and content
– Provide immediate call to action
– Provide lasting value
– Monitor metrics
– Send multipart messages (HTML and plain text)
– Use an e-mail system not Outlook

12. LinkedIn
• Profile should demonstrate
experience and expertise
• Use search to find:
– Clients
– Contacts
– Companies
• Q&A section can provide value and
build credibility

13. LinkedIn (continued)
• Additional features
– Blog Link
– Slideshare
– Huddle Workplaces
• SocialMinder
– Stay in touch with connections

14. E-marketing Design
• Best practices
– Readable with images off
– Optimized for preview panes
– Quick to browse
– Easy to locate unsubscribe link
– Use tables instead of CSS
– Comply with CAN-SPAM and other legislation
– Test across various e-mail clients and devices

15. E-marketing Design (continued)
• Layout
– Outlook 2007 & Lotus Notes have poor support
for modern Web standards
– Include links to social networking sites
• Message
– First 100 characters are critical
– Request addition to “Safe Sender” or “White List”
– Don’t overlook plain text version

16. Facebook
• Send relevant messages
– “What's on your mind?”
• Share
– Profile
– Articles
– Videos
– News
– Links

17. Facebook (continued)
• Link to:
– Websites
– Blogs
– Portfolios
• Fan Pages
– Opt-In
– Send periodic messages and news

18. E-marketing Pitfalls
• Build lists, don’t buy lists
– Higher response rate
– Less bounced messages
• Honey Pots
– Providers leverage abandoned e-mail addresses
• Complying with the law is not enough
– SPAM is any undesired e-mail
– Opt-In should be mandatory

19. E-marketing Pitfalls (continued)
• Good lists
– Opted-In via website
– Online form; indicated interest and permission
– Purchased product or service in past two (2) years
• Bad lists
– Obtained address from third-party
– Over two (2) years since last transaction
– Old lists; permission fades exponentially over time

20. Social Media
• Plan social media strategy
• Set goals for social media
• Allocate time and resources
• Evaluate performance
• Adjust course as necessary

21. Social Media (continued)
• Pros
– Growing popularity
– Connect with clients, prospects, and vendors
– Effective when used properly
• Cons
– Requires time and resources
– Become transparent
– Damage reputation if used improperly

22. E-marketing
• Bursts of activity
– Residual activity days, months, or even years later
• Typical message viewed multiple times
– Numerous brand impressions
• Set realistic expectations
– Do not expect open rates of 80% to 100%
– Typical open rate is 20% to 40%

23. E-marketing (continued)
• Pros
– High-volume, personalized communication
– Metrics with proven Return on Investment
– Can be prescheduled or automated
• Cons
– Can feel impersonal
– Delivery issues
– Frequently changing technology

24. Social Media & E-marketing
• Multi-channel marketing
– Adopt “Clicks-and-Bricks” strategy
• Goals
– Increase sales
– Increase leads
– Improve brand awareness
– Reduce cost
– Increase value

25. Questions & Answers

26. Presented By
Tony Sarna from David Benjamin from
Phone: 248.619.0395 Phone: 248.496.1880
E-mail: tsarna@hypertek.net E-mail: dbenjamin8@gmail.com
Website: www.hypertek.net Website: www.voicesofdetroit.com