Elyse Tager - Constant Contact
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Elyse Tager - Constant Contact

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Social Email Marketing for Small Business

Social Email Marketing for Small Business

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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 algorethim, 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 peoeple 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

Elyse Tager - Constant Contact Elyse Tager - Constant Contact Presentation Transcript

  • 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
  • Why Do We “Market?”
    We Want More…
    • Customers
    • Clients
    • Donors / Members
    • Website Traffic
    • Sales
    • Market Share
    • $$$...............
    2
    Copyright © 2011 Constant Contact, Inc.
  • 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
  • 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
  • Copyright © 2011 Constant Contact, Inc.
    5
    These Guys Are Mad
  • Copyright © 2011 Constant Contact, Inc.
    6
    We Don’t Trust Brands … WoM Rules
    Source: Neilson Global Trust in Advertising Survey, 2007
  • 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.
  • Copyright © 2011 Constant Contact, Inc.
    8
    It Takes Relationships to Build a Business
  • Copyright © 2011 Constant Contact, Inc.
    9
    New Media = New Imperative
    Amplify Earned Media byBuilding Quality Relationships
  • 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.
  • Copyright © 2011 Constant Contact, Inc.
    11
    The Roles of Media Have Changed
    Earned Media
    Paid Media
    Owned Media
    • The customer becomes the channel
    • Examples:
    Forward
    Like
    ReTweet
    Check-in
    Stumble
    • Brand pays to leverage a channel
    • Examples:
    TV CommercialNewspaper AdSponsorships
    Display Ads
    GroupOn(s)
    • A Channel controlled by the brand
    • 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
  • New Tools Have Changed The Game
    Traditional Marketing
    Engagement Marketing
    “Flip The Funnel: Retention is the New Acquisition”
    12
    Copyright © 2011 Constant Contact, Inc.
  • Copyright © 2011 Constant Contact, Inc.
    13
    Fundamental Principal #1
    You Have Limited Control Over Your Brand
    Your Customers Define Your Brand
  • 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”
  • Copyright © 2011 Constant Contact, Inc.
    15
    Fundamental Principal #3
    Relationships Matter
    You Must Earn Permission to Engage
  • The Importance of Permission
    Permission Marketing is centered around obtaining customer consent to receive information
    Why is this valuable?
    • Permission = Consent
    • Permission = Intent
    • Permission = Anticipation
    • Forms of Permission
    • Opt-in with email address
    • Facebook Like
    • Twitter Follow
    • LinkedIn Connection
    16
    Copyright © 2011 Constant Contact, Inc.
  • Engagement Increases Sales & Referrals
    According to a 2010 CONE New Media Study:
    86 percent of respondents said they are open to engaging with brands online, up from 78 percent in 2009.
    Social media users "like," "follow," or "subscribe" to an average of just 4.6 companies.
    If a company delivers strong content, survey respondents said they will: 
    Share information about the company across their own social networks (62 percent)
    Feel a stronger connection to the company (61 percent) 
    Feel better served by the company (60 percent)
    Purchase the company's products or services (59 percent)
    2010 CONE Consumer New Media Study Fact SheetCone Communications
    Copyright © 2011 Constant Contact, Inc.
    17
  • 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.
  • 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
  • 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
  • Copyright © 2011 Constant Contact, Inc.
    21
    The Inbox vs. The News Feed
    The News Feed Black Hole
  • 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
  • Copyright © 2011 Constant Contact, Inc.
    23
    Email & Social Media Work Hand-in-Hand
    Email Lights the Fire
    Social Fans the Flames
  • Copyright © 2011 Constant Contact, Inc.
    24
    Social Features to Expand Your Reach
    Simple Share
    Social Share Bar
    Insert Blog Content
    Insert Video
  • Copyright © 2011 Constant Contact, Inc.
    25
    Tools to Grow Your Audience
    Follow Me Templates
    Follow Me Buttons
    Newsletter Sign UpApp for Facebook
  • Copyright © 2011 Constant Contact, Inc.
    26
    Tools to Monitor
    Social Stats
    NutshellMail
  • Copyright © 2011 Constant Contact, Inc.
    27
    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 5,000
    in just 3 days!
    They grew their email list by 48%
  • Copyright © 2011 Constant Contact, Inc.
    35
    Dingo Takes The Gold
  • 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
  • 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 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