Post on 24-Dec-2014
description
Email and Social Media
Optimize your work with tribes
jesperastrom.com
Who am I
jesperastrom.com
Today’s topics
• Kill some myths about social media
• Enforce some social media theories
• Discuss what e-mail really is
• One way to use e-mail and social media combined
jesperastrom.com
Killing some myths about Social media
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Enter The Social Media Guru
jesperastrom.com
Social media Guru says:
• Social media is about conversation and you can’t measure traditional ROI!!
• Social media is so complex that you cannot put it into simple numbers!!
• Social media metrics simply cannot be done by people who aren’t social media gurus like me!!
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Yes We can!!
Let’s enforce some social media theories
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One in a million on facebook is 300 people!
300 ppl is a crowd
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Long tail collaboration in Tribes
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Tribes
• A group of people that share a passion
• Your company can work on many tribal grounds
• Each tribe has a tribe leader
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Find the leader and ask how you can improve!
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Discuss what e-mail really is
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Email is not an inbox
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E-mail is an Identifier
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What do I mean with this!?
• Have you signed up to an online service without your e-mail address lately?
• Have you ever received an invoice to Facebook?
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E-mail is an Identifier
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One way to use e-mail social media combined
Finding tribal leaders
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KPIs and Success events
• Set KPIs for your online activities
• Set a trackers on controlled traffic to your website to measure success events
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KPI for this objective
• Increased sharing means more visibility
• Shared items with good sentiment is good for overall business
• Finding who shares the most will make work more effective
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My favorite tools
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Newsletter
Database
Social media share buttons
Setting success events
• Opened e-mail
• Clicked link in an e-mail
• Click on a sharing button
• Visitor from shared tracker
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Metrics
• Opened e-mail ratio
• Clicked stories per e-mail
• Clicked social media buttons per e-mail
• Total traffic per shared item
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Grouping
• Each e-mail address is an object
• Each activity is a tag
• Similar e-mails, based on activities, are grouped as being a part of the same tribe
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So, what happens now?
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This is how it is done
Send unique newsletter
Enter with unique tracker
Shares with unique tracker
Enter with unique tracker
Measure and group all success events
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Result
Opens 70%
Clicks on 3 stories
Shares 1 story
Creates 3 new visits
Opens 20%
Clicks on 1 story
Shares 1 story
Creates 100 new visits
Opens 100%
Clicks on 5 stories
Shares 0 story
Creates 0 new visits
User 1 User 2 User 3
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What do you get?
• Identified tribal leaders
• You know what topics they like and share
• You have an established opt-in relationship through e-mail
• Now give them a task by asking them what you can do for them!
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So what about the $$$!!
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One magic metric
• 74% of online customers trust recommendations & reviews from peers in purchasing decisions
Find me
@jesperastromhttp://jesperastrom.com
jesperastrom.com