Post on 22-May-2015
description
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Enhancing Email with Social Media
Matt Forman Founder & Managing Director
Traffika
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Why?
Grow your email list
Grow your social
audience
Distribute your content
Build awareness
and frequency
Sell stuff
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Complimenting not Competing
Social • distributes
content and builds relationships
Email • personalised
and targeted to deepen the relationships +
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Social Media Formula
R x E = A Reach Engagement Amplifica1on
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Growing your Social Media Audience
• Use targeted social media advertising campaigns.
• Build awareness of your Profiles within your existing publication channels.
• Include links in newsletters, place calls-to-action in email signatures, in print collateral, TVCs, POS etc.
• Ask your clients to connect – but give them something special for it. Exclusive content works well.
• Publish content relevant to the audience you want to attract.
• Growing an active, loyal following is better than generating a ‘large’ following (in some cases less is better).
• Growing your community requires a commitment to providing regular, light-weight content over time.
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Using Email to Grow your Social Audience
• Place Social Media sign-up call to actions on:
– Header in EDM templates – EDM registration confirmation email – EDM confirmation page – EDM unsubscribe page
Image: h5p://www.barackobama.com/unsubscribe
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Using Email to Grow your Social Audience
• Solus emails to cross pollinate EDM subscribers
– Give exclusive offer / value – Keep the message single mindedly focused on
1 platform at a time
Image: Courtesy Social Media Examiner h5p://traf.kr/TKR9iE
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Using Email to Grow your Social Audience
• Advertise to Custom Audiences on Facebook built from your email database
• Segment your EDM lists before creating custom audience on Facebook to build hyper targeted ad campaigns
• Overlay with Facebook geographic, demographic and interest targeting for more relevant ads
• Remarket to you email members on Facebook
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Content Funnel
Viral
Informational
Brand & Product
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Content Planning Persona 1 Persona 2 Persona 3
Viral Topics and categories you want to cover
Informa1onal
Sample headlines and links to reference materials
Brand & Product
Formats and pla:orms to publish on
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
77%
4% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Email Facebook Twi5er
Preferred Channel for Promotional Content
Source: ET 2012 Channel Preferences Survey, February 2012
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Content Strategy Social Content • Inspired content that is so good it has to be
shared and appropriate for the platform your audience is on
• Entertaining • Educational • Emotional (avoid sadness)
Email Content • highly relevant • highly personalised • offers and promotions • better medium for selling Image: Courtesy Design Taxi h5p://traf.kr/QFt9IX
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Growing your email list • Email sign-up tab on Facebook – consider
exclusive offer for Facebook fan • Provide content ‘teasers’ or showcase
your email content to your social media audience
• Link to content marketing strategies & promote links to your content to that requires email registration to access – well suited to Twitter and LinkedIn
Image: www.facebook.com/traffika
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Distribute your content • Using social sharing buttons in email messages
resulted in a 30% higher CTR on average and increased the reach of an average email by 24.3%*
• Invite commentary of your EDM articles onto
social platforms or blog – can be in depth or fun • Crowd source content from your social audience
for your your EDMs
• Make your influencers heroes in your EDMs (Fan of the month)
*Source: GetResponse Social Integra1on Study h5p://traf.kr/S5kdNq and Share-‐to-‐Social' Performance -‐ Silverpop Benchmark Study h5p://traf.kr/RFkczk
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Metrics • CTRs on Social links in your EDMs
• % of EDM list sourced from social channels (FB tab, Tweet etc)
• Cost per EDM Subscriber via social media channels
• CTRs and Conversion Rates on Social Sharing segments – create ‘socially engaged lists’
• Cost per share via EDM
EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
Connect
traffika.com.au/blog
facebook.com/traffika
gplus.to/traffika
matt@traffika.com.au