Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.
Organized by http://www.markedu.com
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Social media for acquisition and retention Power Up Direct & Digital Marketing Workshop in Lisbon
1. Social media for acquisition
and retention
Michael Leander
Lisbon, 10-11-11
More information here www.michaelleander.com | www.michaelleander.me
2.
3. Improve conversions – Emails
Data source
Mailing list/ Mailing list/ Web sales Integrated
CRM system
database database Web analytics
Transactional Trigger based Potential benefit =
Communication emails based Tailored sales
on
transaction
Trigger
Behavioral emails Potential benefit =
Communication based on
Up-sales
behavior
Personalized Lifecycle Customer
Messaging Communication emails Loyalty
value
Segmented Email campaigns/ Relevant
Communication offers offers
Mass
Communication
Newsletters & surveys 97% are Information
here
Contact Demographic Customer Customer Intention/
data data history transaction behaviour
Customer intelligence
5. My experience and results using social
media and email marketing
Web
Social
Email
Recommendation
Picture
economy
6. 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
10. 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.
12. Get critical mass & exponential growth
25
GROWTH IN SUBSCRIBERS
20
15
10
5
0
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
13.
14. 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
15. 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
16. On Twitter and elsewhere consider having different
”profiles” to attract different people
18. Your content
concept
Measure &
react Your value
Social Media & proposition
Email Marketing
Roadmap
Automate Sign-up
tactics
Engage Attract
audience audience
First 30
days
19. 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...
20. 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
21. Tips for a great
content concept
Be unique
Be honest about what you
can deliver
Manage expectations –
don’t overpromise
23. Case study with a great content concept -> long term build up
Although I am banner blind,
This add caught my attention
It says: Mindshare is looking
for more friends”
Click here
24. The click took me to
this Facebook page
About us Tools
Inspiration
26. <------ Integrating different
channels - > mobile media
information
<------ Offer to send (postal)
media information ->
capturing leads
27. 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
50. 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?
51.
52.
53. Learn more about this topic
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