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Social and email marketing


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Effort to effect is the key to making social marketing work. Advice for highly effective email marketing campaigns

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Social and email marketing

  1. 1. Social And Email Marketing That Get Results Presented by: Don Mennig [email_address] 800-546-1350 ext. 3866
  2. 2. Goal & Overview <ul><li>Introductions </li></ul><ul><li>Guerilla’s get Results </li></ul><ul><li>Social networking </li></ul><ul><li>Email marketing </li></ul>Leave here with actionable ideas and knowledge that will help you get your business noticed.
  3. 3. A little about me … <ul><li>Don Mennig </li></ul><ul><ul><li>Executive Director of Marketing at ASI </li></ul></ul><ul><ul><li>15+ years marketing experience </li></ul></ul><ul><ul><li>Ran my own agency before joining ASI </li></ul></ul>
  4. 4. <ul><li>Guerilla Results </li></ul><ul><li>Working with limited resources </li></ul><ul><li>Presence, awareness top of mind </li></ul><ul><li>Effort to effect (E2E) </li></ul><ul><li>How to fail with 200 leads </li></ul><ul><li>How to generate BUZZ! </li></ul>
  5. 5. Why all the buzz about social networks and B2B? People buy from those they know, like & trust!
  6. 6. A quick exercise… Using your best elevator pitch sell a person near you (not in your company) on what you do and why they should buy from you. <ul><li>Now, instead of selling </li></ul><ul><li>the person tell them </li></ul><ul><li>something you are </li></ul><ul><li>truly passionate about </li></ul><ul><li>Favorite vacation </li></ul><ul><li>Hobby you love </li></ul><ul><li>A little about your family </li></ul>
  7. 7. You’re about to give me a call …
  8. 9. Getting Results Rule <ul><li>Don’t come on too strong </li></ul><ul><li>Get a sense for the people and the conversations </li></ul><ul><li>As soon as you know the ‘temperature’ DIVE IN! </li></ul>“ If you were a new burger at McDonald's, you'd be McGorgeous...”
  9. 10. Getting Results Rule <ul><li>Be social! 4 out of 5 posts should be social or informational, NOT business, product or offer driven </li></ul>“ The thing we do best is really service our customers ... blah, blah, blah.”
  10. 11. ROO Results <ul><li>Join 3 sites & ‘X’ groups </li></ul><ul><li>Make ‘X’ contacts </li></ul><ul><li>Update ‘X’ times </li></ul><ul><li>Spend ‘X’ time </li></ul><ul><li>Establish goals </li></ul><ul><ul><li>New prospects - Social only offers - New customers </li></ul></ul><ul><ul><li>% increase of sales from current ‘social’ customers </li></ul></ul>
  11. 12. Killing Your Results Part 1 <ul><li>Everyone has a camera </li></ul><ul><li>Don’t drink and post </li></ul><ul><li>Know your history </li></ul><ul><ul><li>We can still be friends? </li></ul></ul>“ It was just one game of beer pong … really!”
  12. 13. Killing Your Results Part 2 <ul><li>Social networking at work should be scheduled. </li></ul><ul><li>Unless you’re actively networking with someone, stop when you say you’re going to stop! </li></ul><ul><li>Have fun at home  ! </li></ul>“ The next thing I knew half the day was gone ...”
  13. 14. Maximize your E2E – Effort to Effect It Can Be Overwhelming
  14. 15. – Your Starting Point <ul><li>Set up a personal and business page </li></ul><ul><ul><li>Set up your ‘lists’ </li></ul></ul><ul><ul><li>Define who sees what </li></ul></ul><ul><li>Connect with family, friends, colleagues, clients & contacts </li></ul>
  15. 16. Working FB for B2B <ul><li>Friend finder </li></ul><ul><li>Groups </li></ul><ul><ul><li>Share ideas and knowledge </li></ul></ul><ul><li>What to post </li></ul><ul><ul><li>Human things  </li></ul></ul><ul><ul><li>Relevant updates </li></ul></ul><ul><ul><li>New products & technologies </li></ul></ul><ul><ul><li>Specials & offers </li></ul></ul><ul><li>Timing is everything </li></ul>
  16. 17. Why LinkedIn? <ul><li>Different tone and expectation than Facebook </li></ul><ul><ul><li>People join LinkedIn to advance their business and careers </li></ul></ul><ul><ul><li>Referrals, introductions and prospecting are expected </li></ul></ul><ul><ul><li>Research, research, research </li></ul></ul>
  17. 18. <ul><li>Two areas to focus … </li></ul><ul><ul><li>Re-enforce/ validate professional capabilities within your current network </li></ul></ul><ul><ul><li>Find new business connections and prospects </li></ul></ul>
  18. 19. Getting Started With LinkedIn <ul><li>Upload your photo, work experience & education </li></ul><ul><ul><li>Takes time but makes linking easier </li></ul></ul><ul><li>Vanity URL </li></ul><ul><li>Request ‘links’ </li></ul><ul><ul><li>Upload contacts </li></ul></ul><ul><ul><li>Link to suppliers </li></ul></ul><ul><li>Ask people to recommend you </li></ul>
  19. 20. Maximize LinkedIn <ul><li>Use mail feature </li></ul><ul><ul><li>30% open rate </li></ul></ul><ul><li>Join Groups </li></ul><ul><ul><li>Set to Digest mode </li></ul></ul><ul><li>Read/Post status updates </li></ul><ul><li>SlideShare </li></ul>
  20. 21. – What Exactly is It? <ul><li>Life in bullet form </li></ul><ul><ul><li>Sharing of status and things you find of interest in 140 characters or less </li></ul></ul><ul><ul><li>Great way to reach forward thinking sales and marketing professionals </li></ul></ul>
  21. 22. Twitter & B2B <ul><li>Monitor customers, friends and your brand </li></ul><ul><li>Customer service </li></ul><ul><li>Announce sales and news </li></ul><ul><ul><li>Caveat: if all you do with Twitter is announce sales and offers you’ll be wasting your time </li></ul></ul><ul><ul><li>Share & find useful information </li></ul></ul><ul><ul><li>Least effective opportunity – good upside </li></ul></ul>
  22. 23. How Twitter Works <ul><li>This email note: </li></ul><ul><ul><li>“ I read this incredibly informative email metrics report that I think you’d enjoy. We used the information and increased our open rates by 5 points. You can find it at ” </li></ul></ul><ul><li>Becomes a tweet to ‘x’ followers: </li></ul><ul><ul><li>“ Great #EmailMetrics info http:// Improved our open rates by 5%” </li></ul></ul>
  23. 24. Getting Started On Twitter <ul><li>Use a brand driven or personal name </li></ul><ul><li>Recognizable image (photo or logo) </li></ul><ul><li>Create a good background (company) </li></ul><ul><li>Start collecting twitter names and follow them </li></ul><ul><ul><li>If you tweet in the woods and no-one’s there … </li></ul></ul><ul><li>‘Tweet’ things of interest </li></ul><ul><li>Search for your brand </li></ul>
  24. 25. Followers <ul><li>Follow people who follow you </li></ul><ul><ul><li>Follow people you want to connect with </li></ul></ul><ul><ul><li>RT the folks you follow </li></ul></ul><ul><li>@don_mennig, @mashable </li></ul><ul><li>ASI members </li></ul>
  25. 26. Tweeterverse <ul><li>“ hash” tags (#ASISHOW) </li></ul><ul><ul><li>Enables searching for common terms </li></ul></ul><ul><li>@buzzbeat </li></ul><ul><ul><li>Replies that the world can see </li></ul></ul><ul><li>RT </li></ul><ul><ul><li>Identifies you’re not the original sender </li></ul></ul>
  26. 27. Make It Easy
  27. 28. ASI Members With Social Buzz IRL <ul><li>Facebook: Charley Johnson – First 10 customers that find him at the show win cash, prizes and more. </li></ul><ul><li>LinkedIn: Ernest > Don > David > Fred </li></ul><ul><li>Twitter: Jennifer Brown </li></ul><ul><ul><li>Single order in 2008, no reorders, stonewalled at the gate </li></ul></ul><ul><ul><li>Followed all her clients, RT’d their tweets </li></ul></ul><ul><ul><li>June 2009 got orders for $5k, $4k & working on $2k </li></ul></ul>
  28. 29. Generate Buzz with Email <ul><li>BUZZ = Dirt Cheap </li></ul><ul><li>BUZZ = Easy </li></ul><ul><li>BUZZ = High E2E! </li></ul>
  29. 30. Buzz = Compelling Content <ul><li>Have a reason for emailing </li></ul><ul><ul><li>Clearly state ‘What’s in it for Betty!” </li></ul></ul><ul><ul><li>Make sure it is compelling </li></ul></ul>BUZZ = Compelling Content (WIIFB)
  30. 31. Email Design That Gets Results <ul><li>Body copy/ Design </li></ul><ul><ul><li>Keep vital information and offers above the ‘fold’ </li></ul></ul><ul><ul><ul><li>Like a newspaper story your first paragraph should include all vital information </li></ul></ul></ul><ul><ul><ul><li>In general, shorter is better </li></ul></ul></ul><ul><ul><li>Use relevant images – photography is best </li></ul></ul><ul><ul><li>Flash, audio, .exe etc… are all stripped out by email servers </li></ul></ul><ul><ul><ul><li>Animated .jpgs work </li></ul></ul></ul><ul><ul><ul><li>‘ Fake’ video works </li></ul></ul></ul><ul><ul><li>64% on mobile devices (text left, image right) </li></ul></ul>
  31. 32. <ul><li>Personalize your email subject & body copy </li></ul><ul><ul><li>First name, company name, industry </li></ul></ul><ul><li>Give them one thing to do (if you’re trying to land sales/ leads) </li></ul><ul><ul><li>530 pixels wide </li></ul></ul><ul><ul><li>Put offers at the top, as links in the copy, and at the bottom. </li></ul></ul><ul><ul><li>Make sure your offer is close to the strongest visual image on the email </li></ul></ul><ul><li>The more the merrier? </li></ul><ul><li>Think PONG </li></ul>Email Design That Gets Results
  32. 33. Don’t Kill Your Results <ul><li>Subject lines </li></ul><ul><ul><li>50/35 characters? 3 words? Subject line = email? </li></ul></ul><ul><li>Personalization backlash? </li></ul><ul><ul><li>First names must also be included in body copy </li></ul></ul><ul><ul><ul><li>Improve open rates by 5% </li></ul></ul></ul><ul><ul><ul><li>Not included in body copy decreases by 8%! </li></ul></ul></ul><ul><ul><li>The sender relationship is key </li></ul></ul><ul><li>Spam </li></ul><ul><ul><ul><li>“ Don, ASI announces enhancements to ESP Online” </li></ul></ul></ul><ul><ul><li>Avoid other terms you see in SPAM: discount, ALL CAPS, !, (Free) </li></ul></ul>
  33. 34. Tracking Your Results <ul><li>What to track </li></ul><ul><ul><li>Open rates (Successful sends / unique opens) </li></ul></ul><ul><ul><li>CTR (unique opens / unique clicks) </li></ul></ul><ul><ul><ul><li>Soft leads </li></ul></ul></ul><ul><ul><li>Conversions (unique clicks / action) </li></ul></ul><ul><ul><ul><li>Hard leads </li></ul></ul></ul><ul><ul><li>Delivery/ bounce/ SPAM complaints </li></ul></ul>
  34. 35. Testing For Results <ul><li>A/B splits </li></ul><ul><ul><li>What should you test? </li></ul></ul><ul><ul><ul><li>Subject lines </li></ul></ul></ul><ul><ul><ul><li>Sender (From) </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Offers </li></ul></ul></ul><ul><ul><ul><li>Day of week/ hour </li></ul></ul></ul><ul><ul><ul><li>Landing pages </li></ul></ul></ul>
  35. 36. Sending For Best Results <ul><li>Best days/ times to send </li></ul><ul><ul><li>It depends … </li></ul></ul><ul><ul><li>Monday = highest open and clicks </li></ul></ul><ul><ul><ul><li>Sunday = high open but low clicks </li></ul></ul></ul><ul><ul><ul><ul><li>Only 3% of all email traffic </li></ul></ul></ul></ul><ul><ul><ul><li>Friday has lowest metrics </li></ul></ul></ul><ul><ul><li>Test your audience </li></ul></ul><ul><li>You’ll know in 96 hours how well your email has done! </li></ul><ul><ul><li>Typically we can predict the total number of leads an email will provide within one hour of its drop </li></ul></ul>
  36. 37. Amplify Your Results <ul><li>Display your email somewhere other than your customers’ inboxes </li></ul>
  37. 38. Q&A <ul><li>I suspect we don’t have much time left so … </li></ul><ul><li>Friend me on Facebook: Don Mennig </li></ul><ul><li>Link to me on LinkedIn: Don Mennig </li></ul><ul><ul><li>(presentation will be on SlideShare) </li></ul></ul><ul><li>Follow me on Twitter: Don_Mennig </li></ul>