wtn social media
TRANSCRIPT
Jeff Hough ISU Workforce
Training
John LozziListrak
Social Media & You
Prepared for Idaho WTN April 21, 2010
I have a
theory!
The Purple Cow Theory
The Purple Cow Theory
WEB 2.0
Channels
Channels
Channels
Channels
Channels
• More than 350 Million Active Users
Source: Brad KleinmanWorksmart Emarketing
• More than 350 Million Active Users• 50% log on daily
Source: Brad KleinmanWorksmart Emarketing
• More than 350 Million Active Users• 50% log on daily• Fastest Growing Demographic – 35 +
Source: Brad KleinmanWorksmart Emarketing
• More than 350 Million Active Users• 50% log on daily• Fastest Growing Demographic – 35 +• Average user spends 55 min. a day on the site.
Source: Brad KleinmanWorksmart Emarketing
• More than 350 Million Active Users• 50% log on daily• Fastest Growing Demographic – 35 +• Average user spends 55 min. a day on the site• Facebook pages create FansSource: Brad Kleinman
Worksmart Emarketing
• This site reaches over 27 million U.S. monthly people.
Source: www.quantcast.com
• This site reaches over 27 million U.S. monthly people. • The site attracts a more affluent, slightly more female than male, young adult audience.
Source: www.quantcast.com
• This site reaches over 27 million U.S. monthly people. • The site attracts a more affluent, slightly more female than male, young adult audience.
• The typical visitor reads Techcrunch, subscribes to Entertainment Weekly.
Source: www.quantcast.com
Built upon trusted connections and relationships, LinkedIn has established the world's largest and most powerful community of professionals, with members from over 200 countries, 170 industries, all of the Fortune 500 companies.
Source: www.quantcast.com
TIME COMMITMENT
10 HRS. WEEK
Why Email?
50 million people will check email at least 5 times today– ClickZ, 2008
55% of marketers surveyed expect ROI from email to be higher than any other channel– Datran Media,
2008
The average cost of an email order is less than $7
– Shop.org, 2008
Email marketing is expected to generate $43 in revenue for each $1 spent in 2009
– DMA, 2008
But Just Sending Emailisn’t Enough
• Your success or lack thereof depends on:– Who is on your list– What you send them– When you send itAverage Open
RateAverage Click-through Rate
Average Conversion Rate
Untargeted Broadcast Emails 20.0% 9.5% 1.1%User-triggered Campaigns 27.0% 9.3% 2.3%Lifecycle Message Campaigns 26.0% 14.0% 2.8%Click-stream Based Campaigns 33.0% 14.0% 3.9%Source: Jupiter Research, December 2006
DIRECT
data
inbox
relevancy
email design
calls-to-action
testwww.listrak.com 1-877-362-4556
List acquisition
• Build your own lists
• Ask for permission
• Keep the opt-in process short and quick
• Post your privacy policy
• Validate email with welcome message
• Collect info from every customer touch-point
www.listrak.com 1-877-362-4556 [email protected]
List hygiene
• Correct misspellings
• Manage bounces
• Remove invalids
• Audit lists with ECOA
• Honor unsubscribes immediately
www.listrak.com 1-877-362-4556 [email protected]
Reporting and tracking
• Track the metrics that matter
• Know your conversion rate
• Know your ROI
• Know the value of each subscriber
• Capture as much data as possible
www.listrak.com 1-877-362-4556 [email protected]
Call-to-Action• Above the fold
• Clear, quick, & easy
• Relevant landing page
www.listrak.com 1-877-362-4556 [email protected]
A/B split tests
• Test one part of the message at a time• Subject line
• Graphics
• CTA / Offers
• Time
• Frequency
• From Names
• Headlines
• Content
• Personalization
www.listrak.com 1-877-362-4556 [email protected]
Measure the results of each test so you know which version to send to the rest of your subscribers
www.listrak.com 1-877-362-4556 [email protected]
Free Resources
• ClickZ.com– Twice-monthly
“Email Marketing” column for ClickZ Experts
– 7 years of columns– Other great
columnists too!
• JeanneJennings.com– Articles archive– 10 years
Free Resources
• EmailExperience.org
• MarketingSherpa.com
• WilsonWeb.com
