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Enhancing Email with   Social Media         Matt Forman  Founder & Managing Director            Traffika                 E...
Why?                                Grow your  Grow your                                  social  email list              ...
Complimenting not Competing                                +Social                                                     Ema...
Social Media Formula RxE=A  Reach	                   Engagement	                  Amplifica1on	                     EMSA 20...
Growing your Social Media Audience•    Use targeted social media advertising campaigns.•    Build awareness of your Profil...
Using Email to Grow your Social                               Audience                                                    ...
Using Email to Grow your Social                                     Audience                                              ...
Using Email to Grow your Social          Audience               •    Advertise to Custom Audiences on Facebook            ...
Content Funnel               Viral         Informational             Brand &             Product              EMSA 2012 | ...
Content Planning                           Persona	  1	        Persona	  2	     Persona	  3	                         Topic...
Preferred Channel for Promotional Content90%80%                                 77%70%60%50%40%30%20%10%                  ...
Content Strategy                                                                                Social Content            ...
Growing your email list                                                               •    Email sign-up tab on Facebook –...
Distribute your content           •        Using social sharing buttons in email messages                    resulted in a...
Metrics             •  CTRs on Social links in your EDMs             •  % of EDM list sourced from social                c...
Connect        traffika.com.au/blog        facebook.com/traffika        gplus.to/traffika        matt@traffika.com.au     ...
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Emsa 2012 Traffika Presentation

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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”.

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Emsa 2012 Traffika Presentation

  1. 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. 2. Why? Grow your Grow your social email list audience BuildDistribute your awareness content and frequency Sell stuff EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  3. 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. 4. Social Media Formula RxE=A Reach   Engagement   Amplifica1on   EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  5. 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. 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 pageImage:  h5p://www.barackobama.com/unsubscribe     EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  7. 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 timeImage:  Courtesy  Social  Media  Examiner  h5p://traf.kr/TKR9iE       EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  8. 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. 9. Content Funnel Viral Informational Brand & Product EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  10. 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. 11. Preferred Channel for Promotional Content90%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. 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 promotionsImage:  Courtesy  Design  Taxi  h5p://traf.kr/QFt9IX         •  better medium for selling EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  13. 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 LinkedInImage:  www.facebook.com/traffika     EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  14. 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. 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 2012Brisbane Convention and Exhibition Centre | Queensland
  16. 16. Connect traffika.com.au/blog facebook.com/traffika gplus.to/traffika matt@traffika.com.au EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland

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