Part 3 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romania http://www.michaelleander.me

1. Email Marketing & Social
Media Marketing Masterclass
- part 3 -
Michael
Leander
01-11-11
More information here www.michaelleander.com | www.michaelleander.me

2. 2

3. ”19” things you should be
doing to acquire email
subscribers and get more
fans – even on a shoe string
budget

4. Attract your
audience

5. Innovate and disrupt,
but do it right !

6. Innovate and disrupt

7. Which page generated most registrations?
Landing page #1 Landing page #2

8. Which page generated most registrations?
275 conversions 110 conversions
Landing page #1 Landing page #2

10. The conversion
funnel
for all your
activities

11. What are we managing here?
11

12. Integrate appropriate
Call to Actions
everywhere
for social, for email, for ...

13. So what is appropriate?
Ask yourself
• When a person is at this place, what is that
person most likely to want to do?
• How can I help the person achieve what the
person is likely to want to do?
• Which alternatives can I offer the person?
• What do I need to do in order to get the
person to where I want the person to go next?

14. Earned media: What will make your
audience talk about you?
(c) Michael Leander Nielsen,
14

16. See the movie here

19. Share experiences

20. http://www.facebook.com/pages/Bimby-Portugal/142614979110197?sk=wall

21. Quick results – B2B case study
+ 2 interview requests
+ 45 newsletter subscribers
+ 3 registered for event in Lisbon

22. Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/

23. Incentivize
and
exclusivity

24. Gifting or
engaging
in a smart
way

25. Give people a choice

26. MWR 2
MWR 1
Trust
MWR
3
Trust
MWR 4

28. Are you using your main navigation to get
visitors to do what you want them to do?

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

30. Respond by sharing
• Example here
• Give your newsletter incentive in return for a
share
• Let people register for contests in return for a
share
• Use the Walk in The Park technique

32. 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/

33. 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?)

34. Think hard before you phrase your call to actions !

35. Advertise on in social media and
social networks
Want to get a glimpse of Facebook advertisement

36. The journey starts off site –
make it effective
Banner

37. The same goes for the copy in
your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander

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

39. Integrate call to actions on all pages
15%
85%
Which produced more sign-ups – the banner or the text link?

40. Text links very important

41. 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

42. How?
• Exclusivity: allow access to certain
customer groups only
• On Facebook implement application
that will allow login only if person has
customer number / password
• Use closed communities with manual
selection on blog, on social networks
• Be creative and stay true to your
customer loyalty management strategy