Social Media & Email Strategies

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Josh Mendelsohn's (Constant Contact) presentation from Social Media Marketing & Monitoring 2011 New York. An excellent guide to integrating social media marketing and email.

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Social Media & Email Strategies

  1. 1. Email and Social Media MarketingBest Practices for Marketing SuccessJosh Mendelsohn@mendelj2
  2. 2. Who is Constant Contact?• Focused on helping small businesses and non profits be successful through email marketing, social media marketing, and event marketing• Based in Waltham, MA• Over 480,000 paying customers (businesses and nonprofits)• All Constant Contact products come with unrivaled knowhow, education and free coaching with a personal touch, including award- winning customer support Copyright © 2011 Constant Contact, Inc.
  3. 3. Why Email + Social Media? Copyright © 2011 Constant Contact, Inc. 3
  4. 4. Let’s Go Back to the Beginning: Why Do We“Market”? More… We Want  Customers More!  Clients  Volunteers  Donors/Members  Brand Awareness  Sales  People spreading the word! Copyright © 2011 Constant Contact, Inc. 4
  5. 5. In this room, we all know that Social MediaMarketing can work for businessesMore Likely to More Likely to Buy Recommend 51% 56% Chadwick Martin Bailey and Constant Contact Consumer Pulse 2011 Copyright © 2011 Constant Contact, Inc. 5
  6. 6. But Facebook obviously isn’t Perfect… 96% of fans never revisit fan pages Fans are 40-150x more likely to see your post in their News Feed Yet, most fans never see your content in their newsfeedSource: Jeff Widman, BrandGlue.com Copyright © 2011 Constant Contact, Inc. 6
  7. 7. But Facebook obviously isn’t Perfect… 96% of fans never revisit fan pages Fans are 40-150x more likely to see That’s why post in their News Feed your Facebook alone is not enough… It’s one avenue for getting your message heard and shared Yet, most fans never see your content in their newsfeedSource: Jeff Widman, BrandGlue.com Copyright © 2011 Constant Contact, Inc. 7
  8. 8. The truth is that on it’s own, email is still thedominant channel Copyright © 2010 Constant Contact, Inc. 8 Copyright © 2011 Constant Contact, Inc.
  9. 9. The truth is that on it’s own, email is still thedominant channel Copyright © 2010 Constant Contact, Inc. 9 Copyright © 2011 Constant Contact, Inc.
  10. 10. Email marketing drives even more sales andreferralsLikelihood to Likelihood to Buy Recommend 68% 64%ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010 Copyright © 2011 Constant Contact, Inc.
  11. 11. And the ROI is pretty good too Copyright © 2011 Constant Contact, Inc. 11
  12. 12. Social media extends the reach of emailmarketingMarketingSherpaEmail Marketing Benchmark Survey 2010 Copyright © 2011 Constant Contact, Inc. 12
  13. 13. The Inbox and the News Feed worktogether Email is still the best way to get your message heardSocial Media is the best way to get your message shared Copyright © 2011 Constant Contact, Inc. 13
  14. 14. Those using Email AND Social are seeingresults • Faster list growth: From June 2010 through August 2011, those using both social media and email marketing saw 14.43 percent list growth, while those using only email marketing saw 8.96 percent list growth. • Larger average list size: Those using both tactics have email lists that are 53 percent larger on average than their email-only counterparts. • High click-through rates: The average click-through rate for those using both email and social media marketing was 59.3 basis points higher than for those using email only. Copyright © 2011 Constant Contact, Inc. 14
  15. 15. 10 Things We Can Learn FromSMB’s about Email + Social Copyright © 2011 Constant Contact, Inc. 15
  16. 16. 1. Build a marketing strategy, not a socialmedia strategy Copyright © 2011 Constant Contact, Inc. 16
  17. 17. 2. Include a Social Call to Action in YourEmails Copyright © 2011 Constant Contact, Inc. 17
  18. 18. 3. Build Campaigns, Not Emails or Posts 3. Facebook post to support your email1. Have a clear call to action2. Include a social call to action 4. Re-engagement post Copyright © 2011 Constant Contact, Inc. 18
  19. 19. 4. Connect Your Social Sites to Email From mid-August to mid-September, Constant Cont Customers added 1.5 Million Names to their Email lists via the Facbook JMML App. Copyright © 2011 Constant Contact, Inc. 19
  20. 20. 5. Focus Your Message Copyright © 2011 Constant Contact, Inc. 20
  21. 21. … Have more to say? Save it for Later Copyright © 2011 Constant Contact, Inc. 21
  22. 22. 6. Think Mobile Copyright © 2011 Constant Contact, Inc. 22
  23. 23. 7. Remember, just because you can, doesn’t meanyou should (tactics must be valuable andsustainable) Copyright © 2011 Constant Contact, Inc. 23
  24. 24. 7. Remember, just because you can, doesn’t meanyou should (tactics must be valuable andsustainable) Even as users grow, posts drop Copyright © 2011 Constant Contact, Inc. 24
  25. 25. 8. Find out what your audience wants andresponds to Copyright © 2011 Constant Contact, Inc. 25
  26. 26. 8. Find out what your audience wants andresponds to Copyright © 2011 Constant Contact, Inc. 26
  27. 27. 9. Create a great customer experience You Must Provide a Great Customer Experience There is No Marketing Cure for Sucking Copyright © 2011 Constant Contact, Inc. 27
  28. 28. 10. Rinse and Repeat Copyright © 2011 Constant Contact, Inc. 28
  29. 29. Questions? Josh Mendelsohn Constant Contact, Inc. Email: jmendelsohn@constantcontact.com Twitter: @mendelj2 www.constantcontact.com www.socialquickstarter.com Copyright © 2011 Constant Contact, Inc. 29

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