© 2013
© 2013
CUSTOMER ENGAGEMENT
© 2013
Ellen Williams
Regional Development Director
Constant Contact, Inc.
edepasqualel@constantcontact.com
Facebook.com/C...
© 2013
Ideal Customers
● Who are they?
● Where are they?
● How do you reach and engage with
them?
© 2013
Who are they?
© 2013
the 5 buckets
raving
fans
customers &
members prospects suspects
disinterested
© 2013
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Ret...
© 2013
Your customers’ friends
are your next best
prospects.
© 2013
Where are they?
© 2013
42%
Source: Litmus, “Email Client
Market Share,” April 2012
© 2013
1,000,000,000
+
active users
500,000,000
+
daily users
© 2013
300,000,000
+
active users51%
follow companies, brands or
products on social networks
© 2013
81%
of B-2-B marketers are using LinkedIn
33% | 52%
Nonprofits and Associations
using LinkedIn
© 2013
Facebook LinkedIn InstagramTwitter Pinterest Youtub
e
How do you reach and engage with
them?
© 2013
2012 Neilson Global Trust in Advertising + Brand Messages
© 2013
ENGAGEMENT
the new word-of-mouth is
© 2013
Reach and engage
discussion
information
sharing
event invites +
updates
offers +
promotions
fundraising
build your
...
© 2013
WHAT DO I WRITE ABOUT
● what you know that they don’t
● what you have access to that
they don’t
● “original” isn’t ...
© 2013
HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
42%
© 2013
EMAIL IS HARD TO BEAT
● lots of physical,
measurable
response
● easy to brand with
colors + logos
● helps to measur...
© 2013
1. divide your list into 3
groups of people
2. select three days in the
week to test
3. send your e-mail, watch
for...
© 2013
FIND YOUR BEST TIME
4. use same 3 groups
of people
5. select three times on
the day with the best
results
6. send e...
© 2013
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 2013
PHYSICAL, MEASURABLE RESPONSE
click or
download
come to
the store
or office
schedule
a session
donate call
@Ellen_N...
© 2013
● 35 - 67% of people don’t see images by default
● text links get more clicks than buttons
● place your logo left o...
© 2013
WHEN TO SEND & POSTSEND & POST FREQUENCY
● for social media
● 3-5 times a week is plenty
● use automated tools to h...
© 2013
relevant
appropriate
qualified!
© 2013
SMALL5 likes 3 shares
4 comments2
11
3
2
4
1
6
213 3
is big!
Engagement
happens in
small doses.
(and happens over t...
© 2013
YOU CAN DO THIS.
AND YOU CAN START WITH A SMALL NETWORK
© 2013
Questions?
© 2013
Don’t miss our next Webinar:
● David Adler, CEO of BIZBASH will be
speaking about EVENT MARKETING
● September 19th
...
© 2013
Ellen Williams
Regional Development Director
Constant Contact, Inc.
edepasqualel@constantcontact.com
Facebook.com/C...
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Ellen Williams from Constant Contact's Webinar Presentation. "What Every Small Business Should Know" 8/15/13

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Ellen Williams from Constant Contact's Webinar explaining "What Every Small Business Should Know" about Customer Relationship Engagement

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Ellen Williams from Constant Contact's Webinar Presentation. "What Every Small Business Should Know" 8/15/13

  1. 1. © 2013
  2. 2. © 2013 CUSTOMER ENGAGEMENT
  3. 3. © 2013 Ellen Williams Regional Development Director Constant Contact, Inc. edepasqualel@constantcontact.com Facebook.com/CCNYMetroNorthEast @Ellen_NY_CTCT
  4. 4. © 2013 Ideal Customers ● Who are they? ● Where are they? ● How do you reach and engage with them?
  5. 5. © 2013 Who are they?
  6. 6. © 2013 the 5 buckets raving fans customers & members prospects suspects disinterested
  7. 7. © 2013 traditional marketing find keep convert new marketing find keep convert MARKETING HAS CHANGED “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice)
  8. 8. © 2013 Your customers’ friends are your next best prospects.
  9. 9. © 2013 Where are they?
  10. 10. © 2013 42% Source: Litmus, “Email Client Market Share,” April 2012
  11. 11. © 2013 1,000,000,000 + active users 500,000,000 + daily users
  12. 12. © 2013 300,000,000 + active users51% follow companies, brands or products on social networks
  13. 13. © 2013 81% of B-2-B marketers are using LinkedIn 33% | 52% Nonprofits and Associations using LinkedIn
  14. 14. © 2013 Facebook LinkedIn InstagramTwitter Pinterest Youtub e How do you reach and engage with them?
  15. 15. © 2013 2012 Neilson Global Trust in Advertising + Brand Messages
  16. 16. © 2013 ENGAGEMENT the new word-of-mouth is
  17. 17. © 2013 Reach and engage discussion information sharing event invites + updates offers + promotions fundraising build your network
  18. 18. © 2013 WHAT DO I WRITE ABOUT ● what you know that they don’t ● what you have access to that they don’t ● “original” isn’t required… just be interesting and relevant
  19. 19. © 2013 HOW MUCH IS ENOUGH LESS IS MORE. FOCUS. 42%
  20. 20. © 2013 EMAIL IS HARD TO BEAT ● lots of physical, measurable response ● easy to brand with colors + logos ● helps to measure and monetize social media
  21. 21. © 2013 1. divide your list into 3 groups of people 2. select three days in the week to test 3. send your e-mail, watch for best response FIND YOUR BEST DAY
  22. 22. © 2013 FIND YOUR BEST TIME 4. use same 3 groups of people 5. select three times on the day with the best results 6. send email at 3 different times of day
  23. 23. © 2013 WHEN TO SEND & POST best day best time DO NOT BE ROMANCED BY A HIGH OPEN RATE – MEASURE ACTIONS!
  24. 24. © 2013 PHYSICAL, MEASURABLE RESPONSE click or download come to the store or office schedule a session donate call @Ellen_NY_CTCT
  25. 25. © 2013 ● 35 - 67% of people don’t see images by default ● text links get more clicks than buttons ● place your logo left or center in email ● include company name in text ● key action must be above scroll line ● do not give too many choices ● make all images clickable (and with text labels) PRACTICAL ADVICE
  26. 26. © 2013 WHEN TO SEND & POSTSEND & POST FREQUENCY ● for social media ● 3-5 times a week is plenty ● use automated tools to help ● for email ● monthly is most common ● when are they likely to take action?
  27. 27. © 2013 relevant appropriate qualified!
  28. 28. © 2013 SMALL5 likes 3 shares 4 comments2 11 3 2 4 1 6 213 3 is big! Engagement happens in small doses. (and happens over time)
  29. 29. © 2013 YOU CAN DO THIS. AND YOU CAN START WITH A SMALL NETWORK
  30. 30. © 2013 Questions?
  31. 31. © 2013 Don’t miss our next Webinar: ● David Adler, CEO of BIZBASH will be speaking about EVENT MARKETING ● September 19th at 2pm (EST)
  32. 32. © 2013 Ellen Williams Regional Development Director Constant Contact, Inc. edepasqualel@constantcontact.com Facebook.com/CCNYMetroNorthEast @Ellen_NY_CTCT Find us online: www.frontier.com/small-business www.facebook.com/FrontierSmallBusiness twitter.com/FrontierCorp www.linkedin.com/company/163906?trk=tyah

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