Social media for acquisition and retention Power Up Direct & Digital Marketing Workshop in Lisbon
Social media for acquisition and retention Michael Leander Lisbon, 10-11-11More information here www.michaelleander.com | www.michaelleander.me
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
Effective vs level of difficulty Where should you be and why?
My experience and results using socialmedia and email marketing Web Social Email Recommendation Picture economy
90-9-1 rule of thumb• 90% will only consume content• 9% will engage periodically, but only when the conversation stirkes them as interesting• 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view
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.
Golden Rules of EngagementRule # 1: Be patient 11
Get critical mass & exponential growth25 GROWTH IN SUBSCRIBERS20151050 Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
www.namechk.comCheck your vanity- Conduct search- Go to ”available”- Establish your profile- Write a short message - Refer to other platforms - Include contact details
www.socialmention.comListen and alerts- Setup alerts for your brandnames / company name etc- Take notice of your sentiment- Interact with ”talkers”- Beware of what people seewhen using services such associal mention
On Twitter and elsewhere consider having different”profiles” to attract different people
Is this relevant to your marketing ROI? http://www.klout.com
Your content conceptMeasure & react Your value Social Media & proposition Email Marketing Roadmap Automate Sign-up tactics Engage Attract audience audience First 30 days
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...
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
Tips for a great content concept Be unique Be honest about what you can deliver Manage expectations – don’t overpromise
<------ Integrating different channels - > mobile media information<------ Offer to send (postal)media information ->capturing leads
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
Let’s do an experiment• Create video to seed in social media• Achieve 1.000 views in 1 week• Process: – We’ll do it outside – One person will film me do the introduction – I will then ask 3 (or more) people this question; • Why are skilled direct marketers better at social media marketing?
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: firstname.lastname@example.org