Social and email marketing IOETI Cairo by Michael Leander

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Michael Leander's second presentation at the IOETI Tourism and Emarketing conference in Cairo, Egypt
http://www.michaelleander.me

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Social and email marketing IOETI Cairo by Michael Leander

  1. 1. Thoughts on how to attract more customers using social media & email marketing Michael Mini Email Marketing and Social Media Marketing Leander Masterclass 19-12-2011 IOETI ConferenceMore information here www.michaelleander.com | www.michaelleander.me
  2. 2. Did you like this presentation?Follow Michael Leander – let’s continue theconversation• Follow Michael Leander on Facebook here• Connect with Michael Leander on Linkedin• Get free marketing newsletter here• Follow Michael Leander on Twitter here
  3. 3. Click here to see the pictures from the E-Tourism and E- Marketing Conference
  4. 4. Components of a virus
  5. 5. Email is thefavoritechannel forhearingabout salesor otherpromotions
  6. 6. More people join email lists thanbecome social network fans
  7. 7. • Email is the default communication platform• 294 billion email message per day (107 trillion/year)• Social networks use email to communicate• Email techniques required to do well in social media• You control your email list – not your social network
  8. 8. 10
  9. 9. Give me your business card>>> get invitation to free follow-upweb seminar in January 2012 <<<
  10. 10. What social media & email marketinghas done for me – what I’ve learned! Web Social Email Recommendation Picture economy
  11. 11. Reality for manyemail –and socialmarketing activities 13
  12. 12. 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.
  13. 13. Short vs. long term effect and impacton cash-flow in social media marketing
  14. 14. There is a hugedifference betweenknowing the pathandwalking the path
  15. 15. Thin Which problem are you solving?
  16. 16. TV & Radio Social media Facebook Twitter Linkedin YouTube Email marketing PPC Campaigns Analytics & tracking Blog, Website & Web TVPriorities &Return on Time Search engine marketing (ROT)
  17. 17. Roy Ruth V ROT = Return on S. Time
  18. 18. Which is better? 10%23% talkstalks aboutabout
  19. 19. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action AIDA
  20. 20. Innovate and disrupt
  21. 21. What are youtrying toaccomplish?What is yourend goal? Play the game, but not for fun. Keep your end goal in mind at all times for maximum success
  22. 22. Which page generated most registrations? 275 conversions 110 conversions Landing page #1 Landing page #2
  23. 23. Realistic engagement rates – 1% engagement rate is good Track links to measure success Percentage of people who were exposed to the message and either commented or liked!Article about this topichttp://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
  24. 24. Getting critical mass is crucial25 GROWTH IN SUBSCRIBERS20151050 Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
  25. 25. Your content conceptMeasure & react Your value Social Media & proposition Email Marketing Automate Roadmap Sign-up tactics Engage Attract audience audience First 30 days
  26. 26. 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
  27. 27. Tips for a great content concept Be unique Be honest about what you can deliver Manage expectations – don’t overpromise
  28. 28. The Mother of All Tips TEST. TEST. TEST.
  29. 29. Test content / offer of your messages– even if it’s only an image
  30. 30. ItalyGermany
  31. 31. NextTranslate yourcontent conceptinto your ValueProposition
  32. 32. Summary of the content concept = ESP (Email Value Proposition) Bullet list of benefits gets attentionShowing or linking toa sample works well
  33. 33. 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
  34. 34. How much information should youask from people? Vs.
  35. 35. Your buttons matter! A: Sign-up for Free Trial B: See Plans and Pricing
  36. 36. Where is the valueproposition?
  37. 37. Interest - Desire Action required>> AIDA still works well <<
  38. 38. • Authenticity• Emotions• Proof• Community driven• Curiosity
  39. 39. Reveal page: Do something to get permissionResult:29% fill in the form
  40. 40. Attract youraudience
  41. 41. -> Link opens messagein social network-> Default text to share-> Track # of shares-> Track # of conversions
  42. 42. Tip 1: Widgets, plugins and badgesEngage your website and blogvisitors > attract more FacebooklikesFacebook social plugins:http://developers.facebook.com/docs/plugins/Facebook badges:http://www.facebook.com/badges/
  43. 43. Tip 2: Get fans to join via SMS/textPerfect for ...• Live events• Advertisements inTV, Radio, Outdoor• Maybe even on yourBusinesscard?• Or at POS (Point of Sale?)
  44. 44. Think hard before you phrase your call to actions !
  45. 45. The ad-journey starts off site –make it effective onsiteBanner
  46. 46. The same goes for the copy in your social media messagesAbout EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
  47. 47. Pharma marketing article is here http://ht.ly/1f3IoZ
  48. 48. Integrate call to actions on all pages 15% 85% Which produced more sign-ups – the banner or the text link?
  49. 49. Offer alternative call to actions
  50. 50. The First 30 Days and Welcome Flow In email marketing The experience at the beginning of the relationship impacts the LENGTH (how long the average subscriber will stay with you) and the VALUE of the relationship
  51. 51. The First 30 Days – What’s your flow? Sign-up First Push Contact referral First Newsletter Second newsletter Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
  52. 52. How to manage your campaignswhile you are dazing in the sun atsome remote island http://www.twitter.com/michaelleander
  53. 53. How and where are people receiving the stream? Fitting into the stream for maximum eyeballs...
  54. 54. The 4 W’s for messagingWhom, what, when, where?
  55. 55. • Campaigns• Attach content to campaign• Measure effect of campaign• Measure effect of content
  56. 56. Dividing messages into- Campaigns- Types of messages- Time of sending
  57. 57. THE STREAM MIX
  58. 58. MEASURING 27 18 22 21 0 29 39 41 14 34
  59. 59. Value marketing If you can keep your head If you can force heart and nerve and sinue to serve your readers when others cry SELL when all about you keep their interest with all that you do are losing theirs and build out loyalty with the story you tell and blaming it on spam If you can talk with crowds If you can build trust, and hold their attention when many would doubt you, yet speak to each reader but account for that doubt one by one when you plan If you can engage the unforgiving reader If you can focus on value, win the click not following trends and what comes after Yet start all over, if it all comes to not Then yours are the awards of an industry leader and whats more you will be a real marketer 69
  60. 60. 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

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