Tony Sarna from David Benjamin from

Presented By

Social Media Introduction

• Create profiles on each social network

– Direct visitors to specific social networks

• Focus on frequent interaction

• Create word-of-mouth/viral campaigns

• Consider social network aggregators

Social Networks for Business

Twitter

FacebookLinkedIn

E-marketing Introduction

• Crucial business tool

• Connect with: Customers

Prospects

Leads

Partners

Employees

E-marketing Metrics

• Metrics

– Employees do not reliably track source

– E-marketing can automatically track source

• Conversion rate

– Balance between quantity and quality

• Open rate

Open Rate =Opened

Sent - Bounced

E-marketing Cost Savings

• U.S.P.S. will increase rates on May 11, 2009

– From $0.42 to $0.44 per unit

• Significant cost savings

$0.00 $0.20 $0.40 $0.60 $0.80 $1.00

Cost (per unit)

Postal Mail ($1.00)

E-mail ($0.02)

• Link to content

– Websites

– Blogs

– Relevant articles

• Answer questions

– Provide value by helping others

• Recommend and get recommended by peers

Twitter

Twitter (continued)

• Expand network by searching for“targeted” contacts

• Establish relationships online,strengthen offline

• One-to-many communication

• Two-way interaction, removes gatekeeper

• Constant, 24/7 dialog

E-marketing Delivery

• Best time to send

– After 10:00 AM; Tuesday through Thursday

– Experiment with delivery days and times

– Consider segmenting mailing lists by time zone

• Best practices

– Do not include attachments

– Do not include inline images

– Do not include video or Flash content

E-marketing Performance

• Continuous incremental improvement

– Tweak or change subject line

– Personalize subject line and content

– Provide immediate call to action

– Provide lasting value

– Monitor metrics

– Send multipart messages (HTML and plain text)

– Use an e-mail system not Outlook

LinkedIn

• Profile should demonstrateexperience and expertise

• Use search to find:

– Clients

– Contacts

– Companies

• Q&A section can provide value andbuild credibility

LinkedIn (continued)

• Additional features

– Blog Link

– Slideshare

– Huddle Workplaces

• SocialMinder

– Stay in touch with connections

E-marketing Design

• Best practices

– Readable with images off

– Optimized for preview panes

– Quick to browse

– Easy to locate unsubscribe link

– Use tables instead of CSS

– Comply with CAN-SPAM and other legislation

– Test across various e-mail clients and devices

E-marketing Design (continued)

• Layout

– Outlook 2007 & Lotus Notes have poor support for modern Web standards

– Include links to social networking sites

• Message

– First 100 characters are critical

– Request addition to “Safe Sender” or “White List”

– Don’t overlook plain text version

Facebook

• Send relevant messages

– “What's on your mind?”

• Share

– Profile

– Articles

– Videos

– News

– Links

Facebook (continued)

• Link to:

– Websites

– Blogs

– Portfolios

• Fan Pages

– Opt-In

– Send periodic messages and news

E-marketing Pitfalls

• Build lists, don’t buy lists

– Higher response rate

– Less bounced messages

• Honey Pots

– Providers leverage abandoned e-mail addresses

• Complying with the law is not enough

– SPAM is any undesired e-mail

– Opt-In should be mandatory

E-marketing Pitfalls (continued)

• Good lists

– Opted-In via website

– Online form; indicated interest and permission

– Purchased product or service in past two (2) years

• Bad lists

– Obtained address from third-party

– Over two (2) years since last transaction

– Old lists; permission fades exponentially over time

Social Media

• Plan social media strategy

• Set goals for social media

• Allocate time and resources

• Evaluate performance

• Adjust course as necessary

Social Media (continued)

• Pros

– Growing popularity

– Connect with clients, prospects, and vendors

– Effective when used properly

• Cons

– Requires time and resources

– Become transparent

– Damage reputation if used improperly

E-marketing

• Bursts of activity

– Residual activity days, months, or even years later

• Typical message viewed multiple times

– Numerous brand impressions

• Set realistic expectations

– Do not expect open rates of 80% to 100%

– Typical open rate is 20% to 40%

E-marketing (continued)

• Pros

– High-volume, personalized communication

– Metrics with proven Return on Investment

– Can be prescheduled or automated

• Cons

– Can feel impersonal

– Delivery issues

– Frequently changing technology

Social Media & E-marketing

• Multi-channel marketing

– Adopt “Clicks-and-Bricks” strategy

• Goals

– Increase sales

– Increase leads

– Improve brand awareness

– Reduce cost

– Increase value

Questions & Answers

Tony Sarna from David Benjamin from

Presented By

Phone: 248.496.1880E-mail: dbenjamin8@gmail.comWebsite: www.voicesofdetroit.com

Phone: 248.619.0395E-mail: tsarna@hypertek.netWebsite: www.hypertek.net