Social media for acquisition and retention Power Up Direct & Digital Marketing Workshop in Lisbon

Michael Leander

Lisbon, 10-11-11

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

Social media for acquisition and retention

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?

My experience and results using social media and email marketing

Web Social Email Recommendation

Picture economy

90-9-1 rule of thumb

• 90% will only consume content

• 9% will engage periodically, but only when the conversation stirkes them as interesting

• 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view

Picture economy

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

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.

Golden Rules of Engagement

Rule # 1: Be patient

11

Get critical mass & exponential growth

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

www.namechk.com

Check your vanity - Conduct search - Go to ”available” - Establish your profile - Write a short message

- Refer to other platforms - Include contact details

www.socialmention.com

Listen and alerts - Setup alerts for your brand names / company name etc - Take notice of your sentiment - Interact with ”talkers” - Beware of what people see when using services such as social mention

On Twitter and elsewhere consider having different ”profiles” to attract different people

http://www.klout.com

Is this relevant to your marketing ROI?

Your content concept

Your value proposition

Attract audience

Engage audience

Measure & react

First 30 days

Sign-up tactics

Automate

Social Media & Email Marketing Roadmap

Learn about your audience before you develop your content concept

• Who/where are they?

• What are their interests?

• What are their problems?

• What sort of bandwidth connection?

• What else do they like?

Let’ see an example next...

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

Unique, passionate, emotional, authentic, focused,

interactive, meaningful…

Although I am banner blind, This add caught my attention

It says: Mindshare is looking for more friends” Click here

Case study with a great content concept -> long term build up

The click took me to this Facebook page

About us Tools

Inspiration

Seriously valuable to marketing professionals

<------ Integrating different

channels - > mobile media information

<------ Offer to send (postal)

media information -> capturing leads

The conventional approach • Add value • Participate in the conversation • Don’t spam • Don’t talk too much about yourself • Beware of frequency of offers vs. value adding info

95% of all businesses fail with the conventional approach

An unconventional approach can work too

It’s all in the mind box

Your turn to shine ! 5 minute excercise Describe your content concept

Next

Translate your content concept into your Value Proposition

• Authenticity

• Emotions

• Proof

• Community driven

• Curiosity

Reveal page: Do something

to get permission

Result: 29% fill in the form

What about other types of social media?

You need a content concept for YouTube too

And for Twitter

And for your blog

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

http://www.twitter.com/michaelleander

The 4 W’s Whom, what, when, where?

Fitting into the stream for maximum eyeballs...

How and where are people receiving the stream?

• 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

Let’s see how this is done in practice

Let’s do an experiment

• Create video to seed in social media

• Achieve 1.000 views in 1 week

• Process:

– We’ll do it outside

– One person will film me do the introduction

– I will then ask 3 (or more) people this question;

• Why are skilled direct marketers better at social media marketing?

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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