Matt presented at EMSA (Email Marketing Summit Australia) on Oct 2012, here is a copy of his presentation“Enhancing your email database through social media efforts”.

1. Enhancing Email with
Social Media
Matt Forman
Founder & Managing Director
Traffika
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

2. Why?
Grow your
Grow your
social
email list
audience
Build
Distribute your
awareness
content
and frequency
Sell stuff
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

3. Complimenting not Competing
+
Social Email
• distributes • personalised
content and and targeted
builds to deepen the
relationships relationships
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

4. Social Media Formula
RxE=A
Reach
Engagement
Amplifica1on
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

5. Growing your Social Media Audience
• Use targeted social media advertising campaigns.
• Build awareness of your Profiles within your existing publication channels.
• Include links in newsletters, place calls-to-action in email signatures, in print
collateral, TVCs, POS etc.
• Ask your clients to connect – but give them something special for it. Exclusive
content works well.
• Publish content relevant to the audience you want to attract.
• Growing an active, loyal following is better than generating a ‘large’ following (in
some cases less is better).
• Growing your community requires a commitment to providing regular, light-
weight content over time.
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

6. Using Email to Grow your Social
Audience
• Place Social Media sign-up call to
actions on:
– Header in EDM templates
– EDM registration confirmation email
– EDM confirmation page
– EDM unsubscribe page
Image:
h5p://www.barackobama.com/unsubscribe
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

7. Using Email to Grow your Social
Audience
• Solus emails to cross pollinate EDM
subscribers
– Give exclusive offer / value
– Keep the message single mindedly focused on
1 platform at a time
Image:
Courtesy
Social
Media
Examiner
h5p://traf.kr/TKR9iE
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

8. Using Email to Grow your Social
Audience
• Advertise to Custom Audiences on Facebook
built from your email database
• Segment your EDM lists before creating
custom audience on Facebook to build hyper
targeted ad campaigns
• Overlay with Facebook geographic,
demographic and interest targeting for more
relevant ads
• Remarket to you email members on Facebook
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

9. Content Funnel
Viral
Informational
Brand &
Product
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

10. Content Planning
Persona
1
Persona
2
Persona
3
Topics
and
Viral
categories
you
want
to
cover
Sample
headlines
and
Informa1onal
links
to
reference
materials
Formats
and
Brand
&
pla:orms
to
Product
publish
on
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

11. Preferred Channel for Promotional Content
90%
80% 77%
70%
60%
50%
40%
30%
20%
10%
4%
1%
0%
Email
Facebook
Twi5er
Source:
ET
2012
Channel
Preferences
Survey,
February
2012
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

12. Content Strategy
Social Content
• Inspired content that is so good it has to be
shared and appropriate for the platform your
audience is on
• Entertaining
• Educational
• Emotional (avoid sadness)
Email Content
• highly relevant
• highly personalised
• offers and promotions
Image:
Courtesy
Design
Taxi
h5p://traf.kr/QFt9IX
• better medium for selling
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

13. Growing your email list
• Email sign-up tab on Facebook – consider
exclusive offer for Facebook fan
• Provide content ‘teasers’ or showcase
your email content to your social media
audience
• Link to content marketing strategies &
promote links to your content to that
requires email registration to access – well
suited to Twitter and LinkedIn
Image:
www.facebook.com/traffika
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

14. Distribute your content
• Using social sharing buttons in email messages
resulted in a 30% higher CTR on average and
increased the reach of an average email by
24.3%*
• Invite commentary of your EDM articles onto
social platforms or blog – can be in depth or fun
• Crowd source content from your social audience
for your your EDMs
• Make your influencers heroes in your EDMs (Fan
of the month)
*Source:
GetResponse
Social
Integra1on
Study
h5p://traf.kr/S5kdNq
and
Share-­‐to-­‐Social'
Performance
-­‐
Silverpop
Benchmark
Study
h5p://traf.kr/RFkczk
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

15. Metrics
• CTRs on Social links in your EDMs
• % of EDM list sourced from social
channels (FB tab, Tweet etc)
• Cost per EDM Subscriber via social
media channels
• CTRs and Conversion Rates on
Social Sharing segments – create
‘socially engaged lists’
• Cost per share via EDM
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland

16. Connect
traffika.com.au/blog
facebook.com/traffika
gplus.to/traffika
matt@traffika.com.au
EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland