Emsa 2012 Traffika Presentation

EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland

Enhancing Email with Social Media

Matt Forman Founder & Managing Director

Traffika


Why?

Grow your email list

Grow your social

audience

Distribute your content

Build awareness

and frequency

Sell stuff


Complimenting not Competing

Social •  distributes

content and builds relationships

Email •  personalised

and targeted to deepen the relationships +


Social Media Formula

R x E = A Reach Engagement Amplifica1on


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.


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



•  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



•  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


Content Funnel

Viral

Informational

Brand & Product


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


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


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


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


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


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


Connect

traffika.com.au/blog

facebook.com/traffika

gplus.to/traffika

[email protected]

Emsa 2012 Traffika Presentation

Business

Transcript of Emsa 2012 Traffika Presentation