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Constant Contact online influencer management 013112

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Erica Ayotte, social media manager at Constant Contact presented a case study on how Constant Contact is working with online influencers to support their business.

Erica Ayotte, social media manager at Constant Contact presented a case study on how Constant Contact is working with online influencers to support their business.

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    Constant Contact online influencer management 013112 Constant Contact online influencer management 013112 Presentation Transcript

    • Influencer Relationship Management Erica Ayotte Social Media Manager January 2012CONFIDENTIAL Copyright © 2011 Constant Contact Inc.
    • What’s Influence Got To Do With It? High Value, Low Volume Maximizes your brand awareness (visibility) Helps you build trust faster (affinity) WOMM“guilty” by association (branding) Makes youCONFIDENTIAL Copyright © 2011 Constant Contact Inc. 2
    • Big Influencers Can Drive Big PR Results 10.5 MILLION Twitter impressions 80,000 Twitter impressions 18 MILLION Twitter impressionsCONFIDENTIAL Copyright © 2011 Constant Contact Inc. 3
    • Doesn’t have to be fancyCONFIDENTIAL Copyright © 2011 Constant Contact Inc. 4
    • Social is a channel, not the strategy Integrate social media into your PR strategy Social media helps to scale, but it’s not a replacement for knowing your industry Concentrate your efforts on the right influencers, not just the biggest or the loudest.CONFIDENTIAL Copyright © 2011 Constant Contact Inc. 5
    • It’s not all about the big fish There’s lots of other fish in the seaCONFIDENTIAL Copyright © 2011 Constant Contact Inc. 6
    • Who Influences the Influencers? Big fish, small pond Your reputation can be a groundswell High volume, less individual “value”CONFIDENTIAL Copyright © 2011 Constant Contact Inc. 7
    • Ask not what your followers can do for you…CONFIDENTIAL Copyright © 2011 Constant Contact Inc. 8
    • Two Pronged Approach Influencer Management Low volume, high value High volume, less value •Integrate social into PR •Community management •Long tail ROI •Steady generosity •1:1 relationships •1 to many balancing •Tell your story •Advocates & DefendersCONFIDENTIAL Copyright © 2011 Constant Contact Inc. 9