SlideShare a Scribd company logo
Presented By
Tony Sarna from        David Benjamin from
Social Media Introduction
• Create profiles on each social network
  – Direct visitors to specific social networks
• Focus on frequent interaction
• Create word-of-mouth/viral campaigns
• Consider social network aggregators
Social Networks for Business


               Twitter



        LinkedIn     Facebook
E-marketing Introduction
• Crucial business tool   Employees
• Connect with:           Customers
                          Partners
                          Prospects

                          Leads
E-marketing Metrics
• Metrics
  – Employees do not reliably track source
  – E-marketing can automatically track source
• Conversion rate
  – Balance between quantity and quality
• Open rate
                    Opened
    Open Rate =
                  Sent - Bounced
E-marketing Cost Savings
• U.S.P.S. will increase rates on May 11, 2009
  – From $0.42 to $0.44 per unit
• Significant cost savings


                                                     Postal Mail ($1.00)
 Cost (per unit)                                     E-mail ($0.02)




               $0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Twitter
• Link to content
  – Websites
  – Blogs
  – Relevant articles
• Answer questions
  – Provide value by helping others
• Recommend and get recommended by peers
Twitter (continued)
• Expand network by searching for
  “targeted” contacts
• Establish relationships online,
  strengthen offline
• One-to-many communication
• Two-way interaction, removes gatekeeper
• Constant, 24/7 dialog
E-marketing Delivery
• Best time to send
  – After 10:00 AM; Tuesday through Thursday
  – Experiment with delivery days and times
  – Consider segmenting mailing lists by time zone
• Best practices
  – Do not include attachments
  – Do not include inline images
  – Do not include video or Flash content
E-marketing Performance
• Continuous incremental improvement
  – Tweak or change subject line
  – Personalize subject line and content
  – Provide immediate call to action
  – Provide lasting value
  – Monitor metrics
  – Send multipart messages (HTML and plain text)
  – Use an e-mail system not Outlook
LinkedIn
• Profile should demonstrate
  experience and expertise
• Use search to find:
  – Clients
  – Contacts
  – Companies
• Q&A section can provide value and
  build credibility
LinkedIn (continued)
• Additional features
  – Blog Link
  – Slideshare
  – Huddle Workplaces
• SocialMinder
  – Stay in touch with connections
E-marketing Design
• Best practices
  – Readable with images off
  – Optimized for preview panes
  – Quick to browse
  – Easy to locate unsubscribe link
  – Use tables instead of CSS
  – Comply with CAN-SPAM and other legislation
  – Test across various e-mail clients and devices
E-marketing Design (continued)
• Layout
  – Outlook 2007 & Lotus Notes have poor support
    for modern Web standards
  – Include links to social networking sites
• Message
  – First 100 characters are critical
  – Request addition to “Safe Sender” or “White List”
  – Don’t overlook plain text version
Facebook
• Send relevant messages
  – “What's on your mind?”
• Share
  – Profile
  – Articles
  – Videos
  – News
  – Links
Facebook (continued)
• Link to:
  – Websites
  – Blogs
  – Portfolios
• Fan Pages
  – Opt-In
  – Send periodic messages and news
E-marketing Pitfalls
• Build lists, don’t buy lists
   – Higher response rate
   – Less bounced messages
• Honey Pots
   – Providers leverage abandoned e-mail addresses
• Complying with the law is not enough
   – SPAM is any undesired e-mail
   – Opt-In should be mandatory
E-marketing Pitfalls (continued)
• Good lists
  – Opted-In via website
  – Online form; indicated interest and permission
  – Purchased product or service in past two (2) years
• Bad lists
  – Obtained address from third-party
  – Over two (2) years since last transaction
  – Old lists; permission fades exponentially over time
Social Media
•   Plan social media strategy
•   Set goals for social media
•   Allocate time and resources
•   Evaluate performance
•   Adjust course as necessary
Social Media (continued)
• Pros
  – Growing popularity
  – Connect with clients, prospects, and vendors
  – Effective when used properly
• Cons
  – Requires time and resources
  – Become transparent
  – Damage reputation if used improperly
E-marketing
• Bursts of activity
  – Residual activity days, months, or even years later
• Typical message viewed multiple times
  – Numerous brand impressions
• Set realistic expectations
  – Do not expect open rates of 80% to 100%
  – Typical open rate is 20% to 40%
E-marketing (continued)
• Pros
  – High-volume, personalized communication
  – Metrics with proven Return on Investment
  – Can be prescheduled or automated
• Cons
  – Can feel impersonal
  – Delivery issues
  – Frequently changing technology
Social Media & E-marketing
• Multi-channel marketing
  – Adopt “Clicks-and-Bricks” strategy
• Goals
  – Increase sales
  – Increase leads
  – Improve brand awareness
  – Reduce cost
  – Increase value
Questions & Answers
Presented By
    Tony Sarna from                   David Benjamin from




Phone: 248.619.0395           Phone: 248.496.1880
E-mail: tsarna@hypertek.net   E-mail: dbenjamin8@gmail.com
Website: www.hypertek.net     Website: www.voicesofdetroit.com

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Boost Sales Through Social Media & E Marketing2

  • 1.
  • 2. Presented By Tony Sarna from David Benjamin from
  • 3. Social Media Introduction • Create profiles on each social network – Direct visitors to specific social networks • Focus on frequent interaction • Create word-of-mouth/viral campaigns • Consider social network aggregators
  • 4. Social Networks for Business Twitter LinkedIn Facebook
  • 5. E-marketing Introduction • Crucial business tool Employees • Connect with: Customers Partners Prospects Leads
  • 6. E-marketing Metrics • Metrics – Employees do not reliably track source – E-marketing can automatically track source • Conversion rate – Balance between quantity and quality • Open rate Opened Open Rate = Sent - Bounced
  • 7. E-marketing Cost Savings • U.S.P.S. will increase rates on May 11, 2009 – From $0.42 to $0.44 per unit • Significant cost savings Postal Mail ($1.00) Cost (per unit) E-mail ($0.02) $0.00 $0.20 $0.40 $0.60 $0.80 $1.00
  • 8. Twitter • Link to content – Websites – Blogs – Relevant articles • Answer questions – Provide value by helping others • Recommend and get recommended by peers
  • 9. Twitter (continued) • Expand network by searching for “targeted” contacts • Establish relationships online, strengthen offline • One-to-many communication • Two-way interaction, removes gatekeeper • Constant, 24/7 dialog
  • 10. E-marketing Delivery • Best time to send – After 10:00 AM; Tuesday through Thursday – Experiment with delivery days and times – Consider segmenting mailing lists by time zone • Best practices – Do not include attachments – Do not include inline images – Do not include video or Flash content
  • 11. E-marketing Performance • Continuous incremental improvement – Tweak or change subject line – Personalize subject line and content – Provide immediate call to action – Provide lasting value – Monitor metrics – Send multipart messages (HTML and plain text) – Use an e-mail system not Outlook
  • 12. LinkedIn • Profile should demonstrate experience and expertise • Use search to find: – Clients – Contacts – Companies • Q&A section can provide value and build credibility
  • 13. LinkedIn (continued) • Additional features – Blog Link – Slideshare – Huddle Workplaces • SocialMinder – Stay in touch with connections
  • 14. E-marketing Design • Best practices – Readable with images off – Optimized for preview panes – Quick to browse – Easy to locate unsubscribe link – Use tables instead of CSS – Comply with CAN-SPAM and other legislation – Test across various e-mail clients and devices
  • 15. E-marketing Design (continued) • Layout – Outlook 2007 & Lotus Notes have poor support for modern Web standards – Include links to social networking sites • Message – First 100 characters are critical – Request addition to “Safe Sender” or “White List” – Don’t overlook plain text version
  • 16. Facebook • Send relevant messages – “What's on your mind?” • Share – Profile – Articles – Videos – News – Links
  • 17. Facebook (continued) • Link to: – Websites – Blogs – Portfolios • Fan Pages – Opt-In – Send periodic messages and news
  • 18. E-marketing Pitfalls • Build lists, don’t buy lists – Higher response rate – Less bounced messages • Honey Pots – Providers leverage abandoned e-mail addresses • Complying with the law is not enough – SPAM is any undesired e-mail – Opt-In should be mandatory
  • 19. E-marketing Pitfalls (continued) • Good lists – Opted-In via website – Online form; indicated interest and permission – Purchased product or service in past two (2) years • Bad lists – Obtained address from third-party – Over two (2) years since last transaction – Old lists; permission fades exponentially over time
  • 20. Social Media • Plan social media strategy • Set goals for social media • Allocate time and resources • Evaluate performance • Adjust course as necessary
  • 21. Social Media (continued) • Pros – Growing popularity – Connect with clients, prospects, and vendors – Effective when used properly • Cons – Requires time and resources – Become transparent – Damage reputation if used improperly
  • 22. E-marketing • Bursts of activity – Residual activity days, months, or even years later • Typical message viewed multiple times – Numerous brand impressions • Set realistic expectations – Do not expect open rates of 80% to 100% – Typical open rate is 20% to 40%
  • 23. E-marketing (continued) • Pros – High-volume, personalized communication – Metrics with proven Return on Investment – Can be prescheduled or automated • Cons – Can feel impersonal – Delivery issues – Frequently changing technology
  • 24. Social Media & E-marketing • Multi-channel marketing – Adopt “Clicks-and-Bricks” strategy • Goals – Increase sales – Increase leads – Improve brand awareness – Reduce cost – Increase value
  • 26. Presented By Tony Sarna from David Benjamin from Phone: 248.619.0395 Phone: 248.496.1880 E-mail: tsarna@hypertek.net E-mail: dbenjamin8@gmail.com Website: www.hypertek.net Website: www.voicesofdetroit.com