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.

Published in: Technology, Business
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Constant Contact online influencer management 013112

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