How to drive 51% engagement through Social, Mobile, and Email - Sundeep Kapur
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Driving 51% Engagement through Social, Mobile, & Email can be summarized as follows: 1. The document discusses how businesses can use social media, mobile, and email channels to engage 51% of their customers and drive engagement. 2. It provides tips on how to measure engagement across these channels, including through metrics like fans, interactions, leads, conversions, and loyalty. 3. The document also offers advice on how to set goals for these channels and considers seven practical considerations for implementing a social media strategy.
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How to drive 51% engagement through Social, Mobile, and Email - Sundeep Kapur
- 1. Driving 51% Engagement through Social, Mobile, & Email Sundeep Kapur Digital Evangelist, NCR @emailyogi 1 1
- 2. My Passion 2
- 3. My Hotel 3
- 4. 70% response rates 21% conversion on 3-touch transaction My Favorite Bank
- 5. My Airline 5
- 6. 6
- 7. Social Integration The combination of social media into consumer touch points. 7
- 8. Social Measurement The three-fold impact of social media. 5. Engagement 6. Reduction in cost 7. Attributable revenue 8
- 9. Social CRM Allows a business to recognize their consumer, remember the consumer’s transactions, and plan their dialogue. Measure consumer influence: 1. Number of fans (possible sphere of influence). 2. Fan activity on social media. 3. "Friends" of the fan response to the activity. 9
- 10. Can you assign a value or can you segment? Actively Silent on social Recently retired The most active Speaks continues your 300 media; likes to 250 and remains 50 on all three 100 occasionally to 800 discussions on read what others fairly active on all channels. followers, Twitter and FB. 250 are 100 doing. channels; talks to 200 Logs in, engages 500 friends, and 1000 family & friends. & shares info connections. 800 400 100 numerous times 200 3000 a day. 10
- 11. Measuring the Impact of Social: What are your goals? Awareness: Fans & Impressions Engagement: Interaction & Level of Interaction Leads: Contact information, & Preference Center (email, mobile, social) Conversion: Sales, or other Concrete Action Loyalty: Return Visits, Shares, Complaints 11
- 12. Mobile and ROI • The consumer is continuously engaged • The Consumer is always connected • The new ‘Gen’ multitasks very efficiently • Mobile spans generations • View trends over time “More than 3.4 billion mobile coupons were redeemed in 2011 globally” –Juniper Research 12
- 13. Email and ROI 1. Un-subscribes 2. New subscribers 3. Bounces 4. Opens 5. Clicks 6. Conversion 7. Surveys 13
- 14. A few thoughts on Social Media… 1. An interactive dialogue 3. Words + Pictures + Sound + Video 5. Listening is important 7. It is not a fad 9. Cross Channel 14
- 15. 5 Things You Should Be Doing 1. Finding new Customers 3. Effective on-boarding or getting to know them 5. Giving them nuggets of information to share 7. Cutting costs, & driving attributable revenue 9. Get your team on board first
- 16. Seven Practical Considerations… 1. What do you want to do? 2. How much time will you spend doing it? 3. How frequently will you update? 4. What are the desired rewards? 5. Who will do it? 6. Who will pay for it? 7. How will you measure success? 16
- 17. A few things for you… 11 things not to do with social media • Don’t run specials, Respond within 60 minutes, Nurture brand ambassadors… The latest in social media • LinkedIn, Pinterest, Google+… How to conduct an email audit • List, Campaigns, Measurement… 150 page Guide on deliverability • Dynamic white-listing, Focus on bounces, SMS Research from 150 billion social media impressions • Length of post, How to respond, Type of content 17
- 18. Back Squeak Driver… Sundeep Kapur Sundeep.Kapur@gmail.com 803-479-2549 @emailyogi Sundeep Kapur 18 18
Editor's Notes
- Always offering a discount Img: http://www.davegranlund.com/cartoons/2009/11/21/holiday-shoppers/
- Engagement: Compare, not just the size of the following month-over-month, but if people are talking about you. Reduction in cost: Try to reduce your marketing spending by leveraging social media channels with existing channels. Attributable revenue: Try using coupon codes and control groups to see if social is increasing revenue, and then invest accordingly. Image: analytics for the Impulse Music & Arts Festival page
- Most consumers leverage three primary channels - Facebook, LinkedIn, and Twitter.
- The statistic was taken from an article in the Wall St. Journal (May 9, 2012) titled “ Can Texting Save Stores?”
- You have to reduce costs You have to learn to listen You have to focus on customer service You have to establish credibility You have to spread the word You have to drive revenue You need it to be complete