Please contact Michael directly for any inquiries.

1. Thoughts on how to attract
more customers using social
media & email marketing
Michael Mini Email Marketing and
Social Media Marketing
Leander Masterclass
19-12-2011 IOETI Conference
More information here www.michaelleander.com | www.michaelleander.me

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3. Click here to see the pictures
from the E-Tourism and E-
Marketing Conference

5. Components of a virus

7. Email is the
favorite
channel for
hearing
about sales
or other
promotions

8. More people join email lists than
become social network fans

9. • 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. 10

11. Give me your business card
>>> get invitation to free follow-up
web seminar in January 2012 <<<

12. 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
13

14. 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.

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

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

17. Thin
Which
problem
are you
solving?

18. TV & Radio
Social media
Facebook
Twitter
Linkedin YouTube
Email marketing
PPC Campaigns
Analytics &
tracking
Blog, Website
& Web TV
Priorities &
Return on Time Search engine marketing
(ROT)

19. Roy Ruth
V ROT = Return on
S. Time

20. Which is better?
10%
23%
talks
talks
about
about

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

23. Innovate and disrupt

24. 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

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

27. Realistic engagement rates –
1% engagement rate is good
Track links
to measure
success
Percentage of people who were exposed to
the message and either commented or liked!
Article about this topic
http://www.michaelleander.me/blog/facebook-engagement-rate-
benchmark/

28. Getting critical mass is crucial
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

29. Your content
concept
Measure &
react Your value
Social Media & proposition
Email Marketing
Automate Roadmap Sign-up
tactics
Engage Attract
audience audience
First 30
days

30. 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

31. Tips for a great
content concept
 Be unique
 Be honest about what you
can deliver
 Manage expectations –
don’t overpromise

32. The Mother of All Tips
TEST.
TEST.
TEST.

33. Test content / offer of your messages
– even if it’s only an image

34. Italy
Germany

35. Next
Translate your
content concept
into your Value
Proposition

37. Summary of the content
concept = ESP
(Email Value Proposition)
Bullet list of
benefits
gets attention
Showing or linking to
a sample works well

38. Notice the
headline
The man has gone to
”extremes” to
explain the value !
Wonder why....
Go to this page and learn >> http://www.draytonbird.com/helpfulideas

39. How much information should you
ask from people?
Vs.

40. Your buttons matter!
A: Sign-up for Free Trial
B: See Plans and Pricing

41. Where is the
value
proposition?

42. Interest -
Desire
Action
required
>> AIDA still works well <<

43. • Authenticity
• Emotions
• Proof
• Community driven
• Curiosity

45. Reveal page:
Do something
to get
permission
Result:
29% fill in the form

46. Attract your
audience

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

50. 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/

51. 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?)

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

53. The ad-journey starts off site –
make it effective onsite
Banner

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

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

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

57. Offer alternative call to actions

58. 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

59. The First 30 Days – What’s your flow?
Sign-up
First Push
Contact referral
First
Newsletter
Second
newsletter
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

61. How to manage your campaigns
while you are dazing in the sun at
some remote island
http://www.twitter.com/michaelleander

62. How and where are people
receiving the stream?
Fitting into the stream for
maximum eyeballs...

63. The 4 W’s for messaging
Whom, what, when, where?

65. • Campaigns
• Attach content to
campaign
• Measure effect of
campaign
• Measure effect of
content

66. Dividing messages into
- Campaigns
- Types of messages
- Time of sending

67. THE STREAM MIX

68. MEASURING
27
18
22
21
0
29
39
41
14
34

69. Value marketing
If you can keep your head If you can force heart and nerve and sinue
to serve your readers when others cry SELL
when all about you
keep their interest with all that you do
are losing theirs and build out loyalty with the story you tell
and blaming it on spam
If you can talk with crowds
If you can build trust, and hold their attention
when many would doubt you, yet speak to each reader
but account for that doubt one by one
when you plan
If you can engage
the unforgiving reader
If you can focus on value,
win the click
not following trends and what comes after
Yet start all over,
if it all comes to not Then yours are the awards
of an industry leader
and whats more
you will be a real marketer
69

70. 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