Email and Social Media

Optimize your work with tribes

jesperastrom.com

Who am I

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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

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Killing some myths about Social media

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Enter The Social Media Guru

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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

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