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Engagement Marketing: Starting with Why - IMS11 - 6.8.11

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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 …

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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  • Lets go back to the beginning
  • Over the past two decades and really within just the past 5 years, technology has taken us from the era of broadcasting media into the era of conversational mediaFrom email, to blogs, to Facebook, Twitter, Yelp, and geo-location based services, Technology has changed the way we connect with family, friends and yes brands…it has also radically changed the way we discover and share information….at speeds and in volumes that St Elmo Lewis could have never imagined
  • According to CMB……we are sharing content with each other at volumes and frequencies like never before
  • I know its cliché to reference Mad men at a marketing conference, but it highlights that the days of business people sitting around a table getting drunk and declaring what their brand should be are goneThere is no way the consumer world would allow Camel to pretend that Doctors recommend their cigarettes
  • That is because in a world saturated with too much marketing noise and false promises, we just don’t trust what brands say about themselves But….we do trust what our friends and even other consumers sayHere’s a shocker – 82% of SMBs believe WoM to be the best way to drive new businessWith search at a distant second at 66%And Advertising a pitiful 37%What you say about your brand doesn’t matter….what your customers say does
  • If we were to graph the ability of each of these categories to influence the purchasing decision, it would look like thisThink about the last time you learned about a new restaurant from a radio ad….did you feel the need to check it out?What about the last time a good friend told you about how much they loved the pizza and Super Mario’s Pizza Kitchen….i bet you would have made plans to try it out soonAs technology has changed the media landscape, marketers have been forced into creating new categories for Media
  • Suddenly we have recognized that it takes relationships to build and grow a business
  • IN a new media world where relationships matter so much, the priority is no longer just Awareness, its in building Relationships…Customer Satisfaction with a Personal Touch. Getting people to know you, like you, and trust you so that they will not only come back but tell their friends too
  • And so the roles of media have evolvedPaid media now serves as a catalyst to drive awareness and feed owned mediaOwned media provides the platform for marketers to engage, build relationships and hopefully spark Word of MouthAnd like any good communicator the marketer must listen and respond to cultivate relationships and encourage more advocacy
  • So I have a few fundamental principals I like to share with SMBs, you can not control your brand but you can influence it
  • By providing a great customer experienceAs Fredie Sheldon says ““He who profits most, who serves best”Who talks like that? Let me bring it down….there is no marketing cure for sucking at what you doMore importantly, if you suck social media will let you know, which is such a bad thing if you can use that feedback construcively to improve your customer experienceBut if you rock at what you do, your happy customers will reward you with repeat business and advocacy
  • But what Sheldon left out and we will pick up…its that its not enough to just provide a good experience and hope that your customers comeback and tell their friends.You must engage to build relationships and spark word of mouth and to engage you must have Permission to do so
  • Let’s not down play the importance of PermissionThink how powerful it is when someone says I like you, your products, what you stand for, I want to hear more so here is my email address or I have liked you on Facebook or followed you on Twitter so that I can stay connected with youIn world full of interruptive marketing, there is nothing quite as powerful as Permission
  • Poll the audience….51% seems low….most will raise their hand
  • Email and Social Media are the technologies you must leverage to acquire permission to engageThey are more similar than they are differentIts not an either/or question…your customers want choices…some to engage via email, some through Facebook, twitter, etc….you must be where your customers areBoth channels work to drive engagement but when combined they create spectacular results
  • Must recognize the strengths and weaknesses of both channels….here are some truths about Facebook MarketingMost interactions occur in the newsfeed not the brand pageBut the FB algorithm, designed to protect its users from getting too much noise makes it hard for your FB post to be seen.
  • Ask the audience if they ever click this…most don’tMost of us don’t click the “Older Posts” button…due to the constantly updating real time news feed, most updates get lost below the “older post” line….the newsfeed black hole
  • Email is still the best way to get your message heard because the way the inbox is structured and how most people are conditioned to at least see which messages they may have missed since last checking inEven if I don’t open every email, I at least see who sent it, the subject line and when it was sent….that is still a form of engagement
  • How CTCT has integrated email and social
  • Now I will show you how one of our customers have put this all together into a great engagement strategy
  • Dingo continues to drive engagement by using email to light the fire
  • Transcript

    • 1. Engagement Marketing
      How Email and Social Media Work Hand-in-Hand to Grow Business
      Elyse Tager
      West Coast Regional Development Director
      Constant Contact
      etager@constantcontact.com
      http://www.linkedin.com/in/elysetager
      http://www.facebook.com/#!/elyse.tager
      @elysetager
    • 2. Why Do We “Market?”
      We Want More…
      2
      Copyright © 2011 Constant Contact, Inc.
    • 9. Copyright © 2011 Constant Contact, Inc.
      3
      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
    • 10. 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
      *Chadwick Martin Bailey Consumer Pulse 2010 (n= 1504)
      4
    • 11. Copyright © 2011 Constant Contact, Inc.
      5
      These Guys Are Mad
    • 12. Copyright © 2011 Constant Contact, Inc.
      6
      We Don’t Trust Brands … WoM Rules
      Source: Neilson Global Trust in Advertising Survey, 2007
    • 13. Levels of Influence
      Influence
      Quotes
      Paid
      Media
      • Brand pays to leverage a
      channel
      • Examples:
      Newspaper AdTV Commercial Sponsorships
      Display Ads
      GroupOn(s)
      OwnedMedia
      • Channel
      controlled by the brand
      • Examples:
      WebsiteBlog
      Email List
      FB Page
      Twitter Acct
      EarnedMedia
      • Customer becomes the
      channel
      • Examples:
      Forward
      Like
      Retweet
      Check-in
      Stumble
      7
      Copyright © 2011 Constant Contact, Inc.
    • 14. Copyright © 2011 Constant Contact, Inc.
      8
      It Takes Relationships to Build a Business
    • 15. Copyright © 2011 Constant Contact, Inc.
      9
      New Media = New Imperative
      Amplify Earned Media byBuilding Quality Relationships
    • 16. 10
      Engagement is the Key
      Engagement is not just a piece of the puzzle, it is the lynchpin to success
      Copyright © 2011 Constant Contact, Inc.
    • 17. Copyright © 2011 Constant Contact, Inc.
      11
      The Roles of Media Have Changed
      Earned Media
      Paid Media
      Owned Media
      • The customer becomes the channel
      • 18. Examples:
      Forward
      Like
      ReTweet
      Check-in
      Stumble
      • Brand pays to leverage a channel
      • 19. Examples:
      TV CommercialNewspaper AdSponsorships
      Display Ads
      GroupOn(s)
      • A Channel controlled by the brand
      • 20. Examples:
      WebsiteBlog
      Email List
      Facebook Page
      Twitter Account
      Catalyst to create awareness & feed Owned Media
      Assets to engage, build relationships & spark WoM
      Listen, Respond & Engage to encourage continued advocacy
    • 21. New Tools Have Changed The Game
      Traditional Marketing
      Engagement Marketing
      “Flip The Funnel: Retention is the New Acquisition”
      12
      Copyright © 2011 Constant Contact, Inc.
    • 22. Copyright © 2011 Constant Contact, Inc.
      13
      Fundamental Principal #1
      You Have Limited Control Over Your Brand
      Your Customers Define Your Brand
    • 23. Copyright © 2011 Constant Contact, Inc.
      14
      Fundamental Principal #2
      You Must Provide a Great Customer Experience
      There is No Marketing Cure for Sucking
      “He who profits most, who serves best”
    • 24. Copyright © 2011 Constant Contact, Inc.
      15
      Fundamental Principal #3
      Relationships Matter
      You Must Earn Permission to Engage
    • 25. The Importance of Permission
      Permission Marketing is centered around obtaining customer consent to receive information
      Why is this valuable?
      • Permission = Consent
      • 26. Permission = Intent
      • 27. Permission = Anticipation
      • 28. Forms of Permission
      • 29. Opt-in with email address
      • 30. Facebook Like
      • 31. Twitter Follow
      • 32. LinkedIn Connection
      16
      Copyright © 2011 Constant Contact, Inc.
    • 33. 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
      Copyright © 2011 Constant Contact, Inc.
      17
    • 34. Copyright © 2011 Constant Contact, Inc.
      18
      Referrals Influence Purchasing Decisions
      51%of the U.S. sample of the survey had purchased a product based on an online recommendation.
    • 35. Copyright © 2011 Constant Contact, Inc.
      19
      Email & Social Media = Engagement
      Both are forms of Permission Marketing
      Both facilitate Relationship Building
      Your audience wants choices
      They work best when Integrated into a complete Engagement Strategy
    • 36. Copyright © 2011 Constant Contact, Inc.
      20
      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
    • 37. Copyright © 2011 Constant Contact, Inc.
      21
      The Inbox vs. The News Feed
      The News Feed Black Hole
    • 38. Copyright © 2011 Constant Contact, Inc.
      22
      The Inboxand 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
    • 39. Copyright © 2011 Constant Contact, Inc.
      23
      Email & Social Media Work Hand-in-Hand
      Email Lights the Fire
      Social Fans the Flames
    • 40. Copyright © 2011 Constant Contact, Inc.
      24
      Social Features to Expand Your Reach
      Simple Share
      Social Share Bar
      Insert Blog Content
      Insert Video
    • 41. Copyright © 2011 Constant Contact, Inc.
      25
      Tools to Grow Your Audience
      Follow Me Templates
      Follow Me Buttons
      Newsletter Sign UpApp for Facebook
    • 42. Copyright © 2011 Constant Contact, Inc.
      26
      Tools to Monitor
      Social Stats
      NutshellMail
    • 43. Copyright © 2011 Constant Contact, Inc.
      27
      Doing it Well: A Lesson from the Real World of SMB’s
    • 44. 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
    • 45. Dingo uses email to light the fire …
      Dingo sent an Email Campaign to 8,934 subscribers
    • 46. … and social media too!
      Dingo sent an Email Campaign to 8,934 subscribers
      Dingo shared the offer on Facebook and Twitter
    • 47. 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
    • 48. 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
    • 49. 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
    • 50. Dingo Wins Big!
      Facebook Fans grew from 333 to 5,000
      in just 3 days!
      They grew their email list by 48%
    • 51. Copyright © 2011 Constant Contact, Inc.
      35
      Dingo Takes The Gold
    • 52. Dingo: The Important Results
      Monthly sales grew 22%
      New customers accounted for45% of that growth
      85% of new customers have continued to buy Dingo products
    • 53. Dingo: It’s all about building Community
    • 54. Dingo: “Social Call To Action”
    • 55. Key Take Aways
      Flip The Funnel
      Engagement is Key
      Email & Social Media
      Work Hand-in-Hand
    • 56. Engagement Rules
      How Email and Social Media Work Hand-in-Hand to Grow Business
      Elyse Tager
      West Coast Regional Development Director
      Constant Contact
      etager@constantcontact.com
      http://www.linkedin.com/in/elysetager
      http://www.facebook.com/#!/elyse.tager
      @elysetager