Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention. Organized by http://www.markedu.com

1. Social media for acquisition
and retention
Michael Leander
Lisbon, 10-11-11
More information here www.michaelleander.com | www.michaelleander.me

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

4. Effective vs level of difficulty
Where
should you
be and why?

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

7. Picture
economy

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

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.

11. Golden Rules of Engagement
Rule # 1: Be patient
11

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

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

17. Is this relevant to your marketing ROI?
http://www.klout.com

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

22. Unique,
passionate,
emotional,
authentic,
focused,
interactive,
meaningful…

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

25. Seriously valuable
to marketing
professionals

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

28. An unconventional approach can work too

30. It’s all in the mind box

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

32. Next
Translate your
content concept
into your Value
Proposition

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

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

36. What about other types of social media?

37. You need a content concept
for YouTube too

39. And for Twitter

40. And for your blog

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

42. The 4 W’s
Whom, what, when, where?

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

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

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

47. THE STREAM MIX

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

49. Let’s see how this is done in practice

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?

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