Building community at Rodirect 11

992 views

Published on

Part 2 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romania

http://www.michaelleander.me

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
992
On SlideShare
0
From Embeds
0
Number of Embeds
190
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Building community at Rodirect 11

  1. 1. Email Marketing & Social Media Marketing Masterclass - part 2 - Michael Leander 01-11-11More information here www.michaelleander.com | www.michaelleander.me
  2. 2. The 5 Step Plan to Better Community and Recipient EngagementEmail and social media
  3. 3. THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET. THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET.THE BETTER YOU MATCH CONTENT AND USERS TO USERPROFILES THE MORE USERS AND CONTENT YOU WILL GET. THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.
  4. 4. Golden Rules of EngagementRule # 1: Be patient 4
  5. 5. Get critical mass & exponential growth25 GROWTH IN SUBSCRIBERS20151050 Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
  6. 6. Check the community – click here
  7. 7. Your content conceptMeasure & react Your value Social Media & proposition Email Marketing Roadmap Automate Sign-up tactics Engage Attract audience audience First 30 days
  8. 8. Short attention span, loads of intrusion- how do you cut through the clutter? Do I know you? Brain Do I need you? filter Can I trust you?
  9. 9. Consumers and business buyers arebecoming more and more cautiousTrust is critical
  10. 10. See the movie here
  11. 11. Your content concept describes What you offer What the benefits of your offering are Why your audience should engage Frequency, security, Trust Think like a publisher
  12. 12. Tips for a great content concept Be unique Be honest about what you can deliver Manage expectations – don’t overpromise
  13. 13. Unique,passionate, emotional, authentic, focused,interactive,meaningful…
  14. 14. Learn about your audience beforeyou develop your content concept• Who/where are they?• What are their interests?• What are their problems?• What sort of bandwidth connection?• What else do they like? Let’ see an example next...
  15. 15. Case study with a great content concept -> long term build up Although I am banner blind, This add caught my attention It says: Mindshare is looking for more friends” Click here
  16. 16. The click took me to this Facebook pageAbout us ToolsInspiration
  17. 17. Seriously valuable to marketing professionals
  18. 18. <------ Integrating different channels - > mobile media information<------ Offer to send (postal)media information ->capturing leads
  19. 19. The conventional approach • Add value • Participate in the conversation • Don’t spam • Don’t talk too much about yourself • Beware of frequency of offers vs. value adding info95% of all businesses fail with the conventional approach
  20. 20. An unconventional approach can work too
  21. 21. It’s all in the mind box
  22. 22. Your turn to shine !5 minute excerciseDescribe your contentconcept
  23. 23. NextTranslate yourcontent conceptinto your ValueProposition
  24. 24. Summary of the content concept = ESP (Email Value Proposition) Bullet list of benefits gets attentionShowing or linking toa sample works well
  25. 25. Notice the headline The man has gone to ”extremes” to explain the value ! Wonder why....Go to this page and learn >> http://www.draytonbird.com/helpfulideas
  26. 26. How much information should youask from people? Vs.
  27. 27. Your buttons matter! A: Sign-up for Free Trial B: See Plans and Pricing
  28. 28. Where is the valueproposition?
  29. 29. Version BVersion A - One page First page Version B Second page Version A’s one-page form boosted sign-ups from total traffic 51% and sign-ups from PPC traffic 113%.
  30. 30. Interest - Desire Action required >> AIDA still works well <<>> http://www.facebook.com/sonyericsson
  31. 31. • Authenticity• Emotions• Proof• Community driven• Curiosity
  32. 32. Reveal page: Do something to get permissionResult:29% fill in the form
  33. 33. What about other types of social media?Do you know a content concept forthose marketing channels too?
  34. 34. You need a content conceptfor YouTube too
  35. 35. See the movie hereThe Blendtec story is an amazing story of how experimenting on a low budgetturned into a huge success, which in turn generated significant revenue
  36. 36. And for Twitter
  37. 37. And for your blog
  38. 38. Learn more about this topicMichael Leander is an internationalmarketing speaker. He has spoken in 35+countries and at countless webinars..Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comEmail: leander@michaelleander.com

×