social and email marketing ioeti cairo by michael leander

Thoughts on how to attract more customers using social

media & email marketing

Michael Leander

19-12-2011

More information here www.michaelleander.com | www.michaelleander.me

Mini Email Marketing and Social Media Marketing

Masterclass IOETI Conference

Did you like this presentation?

Follow Michael Leander – let’s continue the conversation

• Follow Michael Leander on Facebook here

• Connect with Michael Leander on Linkedin

• Get free marketing newsletter here

• Follow Michael Leander on Twitter here

Click here to see the pictures from the E-Tourism and E-

Marketing Conference

Components of a virus

Email is the

favorite

channel for

hearing

about sales

or other

promotions

More people join email lists than

become social network fans

• Email is the default communication platform • 294 billion email message per day (107 trillion/year) • Social networks use email to communicate • Email techniques required to do well in social media • You control your email list – not your social network

10

Give me your business card >>> get invitation to free follow-up web seminar in January 2012 <<<

What social media & email marketing has done for me – what I’ve learned!

Web Social Email Recommendation

Picture economy

13

Reality for many

email –and social

marketing activities

THE MORE CONTENT YOU HAVE

THE MORE USERS YOU WILL GET.

THE MORE USERS YOU HAVE

THE MORE CONTENT YOU WILL GET.

THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL GET.

THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.

Short vs. long term effect and impact on cash-flow in social media marketing

There is a huge difference between knowing the path and walking the path

Thin

Which problem are you solving?

Social media

Email marketing

Blog, Website & Web TV

Analytics & tracking

TV & Radio

Priorities & Return on Time (ROT)

PPC Campaigns

Facebook

Twitter Linkedin YouTube

Search engine marketing

VS.

Roy Ruth

ROT = Return on Time

Which is better?

23% talks about

10% talks about

AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action

AIDA

Innovate and disrupt

What are you trying to accomplish? What is your end goal?

Play the game, but not for fun. Keep your end goal in mind at all times for maximum success

Landing page #1 Landing page #2

Which page generated most registrations?

275 conversions 110 conversions

Realistic engagement rates – 1% engagement rate is good

Article about this topic http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/

Percentage of people who were exposed to the message and either commented or liked!

Track links to measure

success

Getting critical mass is crucial

0

5

10

15

20

25

Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

GROWTH IN SUBSCRIBERS

Your content concept

Your value proposition

Attract audience

Engage audience

Measure & react

First 30 days

Sign-up tactics

Automate

Social Media & Email Marketing Roadmap

Your content concept describes

What you offer What the benefits of your

offering are Why your audience should

engage Frequency, security, Trust Think like a publisher

Tips for a great content concept

Be unique Be honest about what you

can deliver Manage expectations –

don’t overpromise

The Mother of All Tips

TEST. TEST. TEST.

Test content / offer of your messages – even if it’s only an image

Germany

Italy

Next

Translate your content concept into your Value Proposition

Summary of the content concept = ESP

(Email Value Proposition)

Bullet list of benefits

gets attention

Showing or linking to a sample works well

The man has gone to ”extremes” to

explain the value ! Wonder why....

Go to this page and learn >> http://www.draytonbird.com/helpfulideas

Notice the headline

Vs.

How much information should you ask from people?

A: Sign-up for Free Trial

B: See Plans and Pricing

Your buttons matter!

Where is the value

proposition?

Interest - Desire

Action required

>> AIDA still works well <<

• Authenticity

• Emotions

• Proof

• Community driven

• Curiosity

Reveal page: Do something

to get permission

Result: 29% fill in the form

Attract your audience

-> Link opens message in social network -> Default text to share -> Track # of shares -> Track # of conversions

Tip 1: Widgets, plugins and badges

Engage your website and blog

visitors > attract more Facebook

likes

Facebook social plugins:

http://developers.facebook.com/docs/plugi

ns/

Facebook badges:

http://www.facebook.com/badges/

Tip 2: Get fans to join via SMS/text

Perfect for ...

• Live events

• Advertisements in

TV, Radio, Outdoor

• Maybe even on your

Businesscard?

• Or at POS (Point of Sale?)

Think hard before you phrase your call to actions !

The ad-journey starts off site – make it effective onsite

Banner

The same goes for the copy in your social media messages

About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander

Pharma marketing article is here http://ht.ly/1f3IoZ

Integrate call to actions on all pages

85%

15%

Which produced more sign-ups – the banner or the text link?

Offer alternative call to actions

The First 30 Days and Welcome Flow

In email marketing

The experience at the beginning of the relationship

impacts the LENGTH (how long the average subscriber

will stay with you) and the VALUE of the relationship

Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

Sign-up

First Contact

First Newsletter

Second newsletter

The First 30 Days – What’s your flow?

Push referral

How to manage your campaigns while you are dazing in the sun at some remote island

http://www.twitter.com/michaelleander

Fitting into the stream for maximum eyeballs...

How and where are people receiving the stream?

The 4 W’s for messaging Whom, what, when, where?

• Campaigns • Attach content to

campaign • Measure effect of

campaign • Measure effect of

content

Dividing messages into - Campaigns - Types of messages - Time of sending

THE STREAM MIX

MEASURING 27

18

22

21

0

39

29

14

34

41

Value marketing

69

If you can keep your head when all about you are losing theirs and blaming it on spam If you can build trust, when many would doubt you, but account for that doubt when you plan If you can focus on value, not following trends Yet start all over, if it all comes to not

If you can force heart and nerve and sinue to serve your readers when others cry SELL keep their interest with all that you do and build out loyalty with the story you tell If you can talk with crowds and hold their attention yet speak to each reader one by one If you can engage the unforgiving reader win the click and what comes after Then yours are the awards of an industry leader and whats more you will be a real marketer

Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com

Learn more about this topic