Email Marketing & Social Media Marketing Masterclass

- part 1 -

Michael Leander 01-11-11

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

Which reads the most words per minute – the eye or the ear?

2.500 words per minute 125 words per minute

6

Reality for most social

media (marketing)

activities

Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot

Fact 2: Email marketing is growing, but becoming increasingly difficult to handle

Fact 3: Gaining traction in social media is not what most people think it would be

What’s on the menu? Now Introduction – where are we at? 10:15-11:15

The 5 Step Plan to Better Community & Recipient Engagement

11:30-12:45

19 things you should be doing to aquire subscribers and get more fans – even on a shoe string budget

13:30- 14:30

11 powerful tips that anyone can do to increase social media results

15:00 15 things you can do to improve your email marketing results – from open rates to action conversions

16:30 Certificate ceremony

All times approximate

except certificate ceremony

Take the conversation further

• Connect here for a small experiment:

– www.Facebook.com/michaelleandernielsen

– www.Twitter.com/michaelleander

• Use these hashtags on Twitter

– #michaelleander and/or #rodirect

See RODIRECT pictures here

My experience and results using social media and email marketing

Web Social Email Recommendation

Picture economy

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

I know best

My boss knows

best The agency

knows best

Introduction to fundamental marketing knowledge Let’s get rid of preconceived ideas and bad habits

Improve conversions – Emails

Messaging

Customer intelligence

Mass Communication

Demographic data

Customer history

Contact data

Personalized Communication

Segmented Communication

Transactional Communication

Customer transaction

Intention/ behaviour

Data source Integrated Web analytics

Web sales Mailing list/ database

CRM system Mailing list/ database

Customer value

Potential benefit = Tailored sales

Loyalty

Information

Relevant offers

Behavioral Communication

Potential benefit = Up-sales

Trigger based emails based

on transaction

Trigger emails

based on behavior

Newsletters & surveys

Lifecycle emails

Email campaigns/ offers

97% are here

Effective vs level of difficulty

Where should you

be and why?

Be consumer centric and media agnostic

See movie here

20

Consumers are exposed to 3.000 6.000 marketing messages every day

mobile marketing user generated content email marketing Enterprise 2.0 customer experience

RSS feeds marketing web 2.0 permission marketing communities conversations TV COMMUNICATION OVERLOAD

The Moment of truth push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY

S O C I A L N E T W O R K I N G

We are being overwhelmed by 100,000 words and

34g of information daily

The average time spent on a task before being distracted or switching

to another is only 3 minutes 11 seconds.

Unique, passionate, emotional, authentic, focused,

interactive, meaningful…

Short attention span, loads of intrusion - how do you cut through the clutter?

Brain filter

Do I know you? Do I need you? Can I trust you?

Thin

Which problem are you solving?

The change in consumer’s absorption of multiple channels is signifanct

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

10 Questions to ask 1. Where are my customers?

2. How do they their spend time?

3. What are my objectives?

4. What are my options?

5. Should I develop a SWOT for

each channel?

6. How much time can I spend?

7. What is the commitment

involved for each channel?

Short, long term.

8. What is my optimal mix?

9. How can I reuse or re-purpose

content from one channel to

another?

10. And 19 other questions

What is providing the highest ROMI?

Don’t believe other people’s surveys. Find studies relevant to your situation, your market, your region and your audience

VS.

Romy Ruth

ROT = Return on Time

Defining owned, paid & earned media

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

In your market, which percentage of prospects are buying now?

3% are buying now

6-7% are open to the idea

30% are not thinking about it

30% don’t think they are interested

30% are sure they are not interested

No sex on the first date !

Build relationships bearing the funnel in mind

• Align the buying process with

your sales process

• What is the Most Wanted

Response you want from visitors?

• Be detailed to ensure that all

steps in the funnel are optimized

What makes the top 2% so much better than the 98% ? First a question – and then let’s have a look...

SEXY? NON SEXY?

SEXY? NON SEXY?

Get busy checking the motor

• Focus on your target group

and its need

• Work actively with your content

• Align your sales process with

the presumed/documented

buying process

• Experiment to learn and improve

• ROMI must be central

• Use flowcharts. ALWAYS

• Online/offline in combination

• Offer/message first, then

copy, then ”creative”

• Test, test, test – if possible

• Differentiate your

messages

• Be creative to achieve results – not to win fancy awards or the

admiration of your peers and family

Do not leave anything

to chance

You have 100% to spend -> how would you prioritize [email marketing] ?

Message/offer Target group

Creative Deliverability

100%

40%

10%

40%

10%

Email is the

favorite

channel for

hearing

about sales

or other

promotions

More people join email lists than

become social network fans

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

• 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

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

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