Social media for acquisition and retention Power Up Direct & Digital Marketing Workshop in Lisbon

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Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.

Organized by http://www.markedu.com

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Social media for acquisition and retention Power Up Direct & Digital Marketing Workshop in Lisbon

  1. 1. Social media for acquisition and retention Michael Leander Lisbon, 10-11-11More information here www.michaelleander.com | www.michaelleander.me
  2. 2. 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
  3. 3. Effective vs level of difficulty Where should you be and why?
  4. 4. My experience and results using socialmedia and email marketing Web Social Email Recommendation Picture economy
  5. 5. 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
  6. 6. Pictureeconomy
  7. 7. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  8. 8. 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.
  9. 9. Golden Rules of EngagementRule # 1: Be patient 11
  10. 10. Get critical mass & exponential growth25 GROWTH IN SUBSCRIBERS20151050 Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
  11. 11. www.namechk.comCheck your vanity- Conduct search- Go to ”available”- Establish your profile- Write a short message - Refer to other platforms - Include contact details
  12. 12. 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
  13. 13. On Twitter and elsewhere consider having different”profiles” to attract different people
  14. 14. Is this relevant to your marketing ROI? http://www.klout.com
  15. 15. Your content conceptMeasure & react Your value Social Media & proposition Email Marketing Roadmap Automate Sign-up tactics Engage Attract audience audience First 30 days
  16. 16. 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...
  17. 17. 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
  18. 18. Tips for a great content concept Be unique Be honest about what you can deliver Manage expectations – don’t overpromise
  19. 19. Unique,passionate, emotional, authentic, focused,interactive,meaningful…
  20. 20. 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
  21. 21. The click took me to this Facebook pageAbout us ToolsInspiration
  22. 22. Seriously valuable to marketing professionals
  23. 23. <------ Integrating different channels - > mobile media information<------ Offer to send (postal)media information ->capturing leads
  24. 24. 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
  25. 25. An unconventional approach can work too
  26. 26. It’s all in the mind box
  27. 27. Your turn to shine !5 minute excerciseDescribe your contentconcept
  28. 28. NextTranslate yourcontent conceptinto your ValueProposition
  29. 29. • Authenticity• Emotions• Proof• Community driven• Curiosity
  30. 30. Reveal page: Do something to get permissionResult:29% fill in the form
  31. 31. What about other types of social media?
  32. 32. You need a content conceptfor YouTube too
  33. 33. And for Twitter
  34. 34. And for your blog
  35. 35. How to manage your campaignswhile you are dazing in the sun atsome remote island http://www.twitter.com/michaelleander
  36. 36. The 4 W’sWhom, what, when, where?
  37. 37. How and where are people receiving the stream? Fitting into the stream for maximum eyeballs...
  38. 38. • Campaigns• Attach content to campaign• Measure effect of campaign• Measure effect of content
  39. 39. Dividing messages into- Campaigns- Types of messages- Time of sending
  40. 40. THE STREAM MIX
  41. 41. MEASURING 27 18 22 21 0 29 39 41 14 34
  42. 42. Let’s see how this is done in practice
  43. 43. 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?
  44. 44. 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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