Social Media & Email Marketing: It's All About The ROI

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My social media and email marketing ROI presentation from the three 2012 McGladrey "Carolinas Clients, Alumni and Friends Events" (Greensboro, Charlotte, and Raleigh, NC).

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Social Media & Email Marketing: It's All About The ROI

  1. 1. Adam Q. Holden-Bache | Mass Transmit @adamholdenbache
  2. 2. WHAT MATTERS MOST IN SOCIAL MEDIA?• OFFER VALUE• Be helpful• BE PERSONABLEFOCUS ON THE PEOPLE, NOT THE TECHNOLOGY @adamholdenbache
  3. 3. HOW DO YOU DO BUSINESSTHROUGH SOCIAL MEDIA?• ESTABLISH NEW, MEANINFUL RELATIONSHIPSBUILD CONVERSATIONS, NOT CAMPAIGNS @adamholdenbache
  4. 4. HAVE A GOAL• INCREASE BRAND AWARENESS• GENERATE New Connections or Opt-Ins• GENERATE LEADS• INCREASE SALES @adamholdenbache
  5. 5. PROVIDE VALUE• INSights (SHARE QUALITY content)• INFORMATION (share your expertise)• Assistance (help others) Position yourself for new opportunities @adamholdenbache
  6. 6. WHO SHOULD YOU FOLLOW?• anyone you meet in person• thought leaders in your industry• potential clients• those that can help you professionally• those you want to research or emulate @adamholdenbache
  7. 7. Where do you find connections?Industry events: Community sites:• Twitter hashtags • facebook pagesQuestion/Answer Sites: Industry blogs:• linkedin Groups • authors• quora • commenters @adamholdenbache
  8. 8. THINGS TO DO EVERY DAY• SHARE A BUSINESS RELATED ARTICLE OR BLOG POST• ASK A QUESTION• ANSWER A QUESTION• FOLLOW OR CONNECT WITH SOMEONE• COMPLIMENT someone @adamholdenbache
  9. 9. Recognize the INtangibles• 72% of businesses say social media has helped close business• 66% Say it Increases Conversion Rates• 63% Say it increases positive customer mentions Social Media ROI is more than just sales
  10. 10. CRAFT A great subject line• invoke curiosity• create urgency• Offer knowledge or information• PERSONALIZE @adamholdenbache
  11. 11. 5 SENTENCE maximum• who you are• what you want• why it is beneficial or necessary• why I should help you• what the next step is
  12. 12. PERSONAL EMAIL:INCLUDE A SIGNATURE• Name & title• phone• social connections• call to action @adamholdenbache
  13. 13. The biggest email marketingday of the year is… Cyber Monday93% OF MAJOR ONLINE RETAILERS SENT AT LEAST ONEPROMOTIONAL EMAIL ON CYBER MONDAY
  14. 14. B2B uses for email Marketing• lead Generation (78%)• Building brand (68%)• driving sales (59%)• Thought leadership (52%)
  15. 15. Maximize Email marketing ROI• use an esp (email service provider)• focus on the value for the recipient• have a goal (and an easy path to achieve it)Email roi = $40.56 for every dollar spent**Direct Marketing Association, 2012 @adamholdenbache
  16. 16. gain from investment – cost of investment Cost of investment
  17. 17. ROI RULES1. ROI is media-agnostic2. Every resource has a value3. ROI can only be calculated after the investment has yield a return4. ROI must be calculated in $$$ @adamholdenbache
  18. 18. Measuring ROI• Establish goals• design campaigns to be measurable• Always test and analyze results• focus on decisions that improve roi
  19. 19. Adam Q. Holden-BacheCEO/Managing DirectorMass Transmitadam@masstransmit.com@adamholdenbache

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