Social media and email marketing at Rodirect 11

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Part 1 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romania

http://www.michaelleander.me

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Social media and email marketing at Rodirect 11

  1. 1. Email Marketing & Social Media Marketing Masterclass - part 1 - Michael Leander 01-11-11More information here www.michaelleander.com | www.michaelleander.me
  2. 2. Which reads the mostwords per minute – the eye or the ear? 2.500 words per minute 125 words per minute
  3. 3. Reality formost social media(marketing) activities 6
  4. 4. Fact 1: Direct mail is still highly efficientand plays on senses that digital cannotFact 2: Email marketing is growing, butbecoming increasingly difficult to handleFact 3: Gaining traction in social media isnot what most people think it would be
  5. 5. What’s on the menu?Now Introduction – where are we at?10:15- All times The 5 Step Plan to Better Community & approximate11:15 Recipient Engagement except11:30- certificate 19 things you should be doing to aquire12:45 ceremony subscribers and get more fans – even on a shoe string budget13:30- 11 powerful tips that anyone can do to14:30 increase social media results15:00 15 things you can do to improve your email marketing results – from open rates to action conversions16:30 Certificate ceremony
  6. 6. Take the conversation further• Connect here for a small experiment: – www.Facebook.com/michaelleandernielsen – www.Twitter.com/michaelleander• Use these hashtags on Twitter – #michaelleander and/or #rodirect
  7. 7. See RODIRECT pictures here
  8. 8. My experience and results using socialmedia and email marketing Web Social Email Recommendation Picture economy
  9. 9. There is a hugedifference betweenknowing the pathandwalking the path
  10. 10. I know My boss best knows best The agency knows best
  11. 11. Introduction to fundamental marketing knowledge Let’s get rid of preconceived ideas and bad habits
  12. 12. Improve conversions – Emails Data source Mailing list/ Mailing list/ Web sales Integrated CRM system database database Web analytics Transactional Trigger based Potential benefit = Communication emails based Tailored sales on transaction Trigger Behavioral emails Potential benefit = Communication based on Up-sales behavior Personalized Lifecycle CustomerMessaging Communication emails Loyalty value Segmented Email campaigns/ Relevant Communication offers offers Mass Communication Newsletters & surveys 97% are Information here Contact Demographic Customer Customer Intention/ data data history transaction behaviour Customer intelligence
  13. 13. Effective vs level of difficulty Where should you be and why?
  14. 14. Be consumer centric andmedia agnostic
  15. 15. See movie here
  16. 16. Consumers are exposed to 3.0006.000 marketing messages every day mobile marketing user generated content email marketing Enterprise 2.0 customer experienceRSS feeds marketing web 2.0 permission marketingcommunities conversations TV COMMUNICATION OVERLOAD The Moment of truth push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY SOCIAL NETWORKING 20
  17. 17. We are being overwhelmed by 100,000 words and 34g of information daily The average time spent on a taskbefore being distracted or switching to another is only 3 minutes 11 seconds.
  18. 18. Unique,passionate, emotional, authentic, focused,interactive,meaningful…
  19. 19. Short attention span, loads of intrusion- how do you cut through the clutter? Do I know you? Brain Do I need you? Can I trust you? filter
  20. 20. Thin Which problem are you solving?
  21. 21. The change in consumer’s absorption of multiple channels is signifanct
  22. 22. 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)
  23. 23. 10 Questions to ask1. Where are my customers?2. How do they their spend time?3. What are my objectives?4. What are my options?5. Should I develop a SWOT for each channel?6. How much time can I spend?7. What is the commitment involved for each channel? Short, long term.8. What is my optimal mix?9. How can I reuse or re-purpose content from one channel to another?10. And 19 other questions
  24. 24. What is providing the highest ROMI? Don’t believe other people’s surveys. Find studies relevant to your situation, your market, your region and your audience
  25. 25. Romy Ruth VS. ROT = Return on Time
  26. 26. Defining owned, paid & earned media
  27. 27. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  28. 28. In your market, which percentage ofprospects are buying now? 3% are buying now 6-7% are open to the idea 30% are not thinking about it 30% don’t think they are interested 30% are sure they are not interested
  29. 29. No sexon thefirstdate !
  30. 30. Build relationships bearing thefunnel in mind• Align the buying process withyour sales process• What is the Most WantedResponse you want from visitors?• Be detailed to ensure that allsteps in the funnel are optimized
  31. 31. What makes the top 2% somuch better than the 98% ?First a question – and thenlet’s have a look...
  32. 32. SEXY? NON SEXY?
  33. 33. SEXY? NON SEXY?
  34. 34. Get busy checking the motor• Focus on your target groupand its need• Work actively with your content• Align your sales process with • Offer/message first, thenthe presumed/documented copy, then ”creative”buying process • Test, test, test – if possible• Experiment to learn and improve • Differentiate your• ROMI must be central messages• Use flowcharts. ALWAYS • Be creative to achieve results• Online/offline in combination – not to win fancy awards or the admiration of your peers and family Do not leave anything to chance
  35. 35. You have 100% to spend -> how wouldyou prioritize [email marketing] ? Message/offer Target group 40% 40% 100% 10% 10% Creative Deliverability
  36. 36. Email is thefavoritechannel forhearingabout salesor otherpromotions
  37. 37. More people join email lists thanbecome social network fans
  38. 38. Short vs. long term effect and impacton cash-flow in social media marketing
  39. 39. • 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
  40. 40. 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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