social and email marketing ioeti cairo by michael leander
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Michael Leander's second presentation at the IOETI Tourism and Emarketing conference in Cairo, Egypthttp://www.michaelleander.meTRANSCRIPT
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
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Marketing Conference
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
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
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
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: [email protected]
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