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Building lasting relationships with your existing customers and members drives business success. Making that happen is called "Engagement Marketing." Having an Engagement Marketing strategy is the key to inspiring your most passionate customers and advocates to: have conversations with you and fellow customers, share stories and opinions, and share your content with their own social circle.
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Engagement Marketing How Email and Social Media Work Hand-in-Hand to Grow Business
Elyse TagerWest Coast Regional Development DirectorConstant Contact [email protected]
http://www.facebook.com/#!/elyse.tager
@elysetagerhttp://www.linkedin.com/in/elysetager
Why Do We “Market?”
2
We Want More…
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Customers Clients Donors / Members Website Traffic Sales Market Share $$$...............
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Evolution of Media
The Era of Broadcasting
The Era of Conversation
Technology has fundamentally changed the way we Connect and how we Discover & Share information
Sharing Is The Cool New Thing
75% of people are likely to share content they like online with friends, co-workers or family
….49% do this at least weekly
4 *Chadwick Martin Bailey Consumer Pulse 2010 (n= 1504)
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These Guys Are Mad
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We Don’t Trust Brands … WoM Rules
Source: Neilson Global Trust in Advertising Survey, 2007
Levels of Influence
7Copyright © 2011 Constant Contact, Inc.
Influence
QuotesPaid Media
Brand pays to leverage a channel
Examples: Newspaper AdTV Commercial SponsorshipsDisplay AdsGroupOn(s)
OwnedMedia
Channel controlled
by the brand
Examples: WebsiteBlogEmail List FB PageTwitter Acct
EarnedMedia
Customer becomes the
channel
Examples: ForwardLikeRetweetCheck-inStumble
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It Takes Relationships to Build a Business
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New Media = New Imperative
Amplify Earned Media by Building Quality Relationships
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Engagement is the Key
Engagement is not just a piece of the puzzle, it is the lynchpin to success
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Brand pays to leverage a channel
Examples: TV CommercialNewspaper AdSponsorshipsDisplay AdsGroupOn(s)
Paid Media
A Channel controlled by the brand
Examples: WebsiteBlogEmail List Facebook PageTwitter Account
Owned Media
The customer becomes the channel
Examples: ForwardLikeReTweetCheck-inStumble
Earned Media
The Roles of Media Have Changed
Catalyst to create awareness & feed
Owned Media
Assets to engage, build relationships &
spark WoM
Listen, Respond & Engage to encourage continued advocacy
New Tools Have Changed The Game
Find
Convert
Keep
Find
Convert
Keep
Traditional Marketing Engagement Marketing
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“Flip The Funnel: Retention is the New Acquisition”
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Fundamental Principal #1
You Have Limited Control Over Your Brand
Your Customers Define Your Brand
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Fundamental Principal #2
You Must Provide a Great Customer Experience
There is No Marketing Cure for Sucking
“He who profits most, who serves best”
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Fundamental Principal #3
Relationships Matter
You Must Earn Permission to Engage
The Importance of Permission
16Copyright © 2011 Constant Contact, Inc.
Why is this valuable?Permission = ConsentPermission = IntentPermission = Anticipation
•Forms of PermissionOpt-in with email address Facebook Like Twitter Follow LinkedIn Connection
Permission Marketing is centered around obtaining customer consent to receive information
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Engagement Increases Sales & Referrals
According to a 2010 CONE New Media Study:
86 % of respondents said they are open to engaging with brands online, up from 78 % in 2009.
If a company delivers strong content, survey respondents said they will:
– Share information about the company across their own social networks 62%
– Feel a stronger connection to the company (61 %) – Feel better served by the company (60 %)– Purchase the company's products or services (59 %)
2010 CONE Consumer New Media Study Fact SheetCone Communications
17
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Referrals Influence Purchasing Decisions
51% of the U.S. sample of the survey had purchased a product based on an online recommendation.
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Email & Social Media = Engagement
Both are forms of Permission MarketingBoth facilitate Relationship Building
Your audience wants choices
They work best when Integrated into a complete Engagement Strategy
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The Truth About Fan Pages
96% of fans never revisit fan pages
50-70% of fans never see your content in their newsfeed
Source: Jeff Widman, BrandGlue.com
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The Inbox vs. The News Feed
The News Feed Black Hole
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The Inbox and the News Feed
Email is still the best way to get your message heard
Social Media is the best way to get your message shared
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Email & Social Media Work Hand-in-Hand
Email Lights the FireSocial Fans the Flames
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Simple Share
Social Share Bar
Insert Blog Content
Insert Video
Social Features to Expand Your Reach
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Follow Me Templates
Follow Me Buttons
Newsletter Sign UpApp for Facebook
Tools to Grow Your Audience
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Social Stats
NutshellMail
Tools to Monitor
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Doing it Well: A Lesson from the Real World of SMB’s
Meet Dingo
Dingo had 333 Likes on Facebook & 8,934 Email subscribers
They wanted to get to 5,000 Likes & add more email Subscribers
Dingo decided to launch their own “Groupon” Campaign
Dingo uses email to light the fire …
Dingo sent an Email Campaign to 8,934 subscribers
… and social media too!
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo uses Facebook to grow its email list
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo had its fans join their email list through the CTCT Facebook App
Dingo remembers to Engage
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo had its fans join their email list through the CTCT Facebook App
Dingo kept their fans up to date on their progress
That Engagement creates Earned Media
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo had its fans join their email list through the CTCT Facebook App
Dingo kept their fans up to date on their progress
Dingo’s fans shared their campaign through social networks and on their own Blogs
Dingo Wins Big!
Facebook Fans grew from 333 to 5,000in just 3 days!
They grew their email list by 48%
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Dingo Takes The Gold
Dingo: The Important Results
Monthly sales grew 22%
New customers accounted for 45% of that growth
85% of new customers have continued to buy Dingo products
Dingo: It’s all about building Community
Dingo: “Social Call To Action”
Key Take Aways
Flip The Funnel
Engagement is Key
Email & Social Media Work Hand-in-Hand
Engagement RulesHow Email and Social Media Work Hand-in-Hand to Grow Business
Elyse TagerWest Coast Regional Development DirectorConstant Contact [email protected]
http://www.facebook.com/#!/elyse.tager
@elysetagerhttp://www.linkedin.com/in/elysetager
