SlideShare a Scribd company logo
© 2013
© 2013
CUSTOMER ENGAGEMENT
© 2013
Ellen Williams
Regional Development Director
Constant Contact, Inc.
edepasqualel@constantcontact.com
Facebook.com/CCNYMetroNorthEast
@Ellen_NY_CTCT
© 2013
Ideal Customers
● Who are they?
● Where are they?
● How do you reach and engage with
them?
© 2013
Who are they?
© 2013
the 5 buckets
raving
fans
customers &
members prospects suspects
disinterested
© 2013
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
© 2013
Your customers’ friends
are your next best
prospects.
© 2013
Where are they?
© 2013
42%
Source: Litmus, “Email Client
Market Share,” April 2012
© 2013
1,000,000,000
+
active users
500,000,000
+
daily users
© 2013
300,000,000
+
active users51%
follow companies, brands or
products on social networks
© 2013
81%
of B-2-B marketers are using LinkedIn
33% | 52%
Nonprofits and Associations
using LinkedIn
© 2013
Facebook LinkedIn InstagramTwitter Pinterest Youtub
e
How do you reach and engage with
them?
© 2013
2012 Neilson Global Trust in Advertising + Brand Messages
© 2013
ENGAGEMENT
the new word-of-mouth is
© 2013
Reach and engage
discussion
information
sharing
event invites +
updates
offers +
promotions
fundraising
build your
network
© 2013
WHAT DO I WRITE ABOUT
● what you know that they don’t
● what you have access to that
they don’t
● “original” isn’t required… just
be interesting and relevant
© 2013
HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
42%
© 2013
EMAIL IS HARD TO BEAT
● lots of physical,
measurable
response
● easy to brand with
colors + logos
● helps to measure
and monetize social
media
© 2013
1. divide your list into 3
groups of people
2. select three days in the
week to test
3. send your e-mail, watch
for best response
FIND YOUR BEST DAY
© 2013
FIND YOUR BEST TIME
4. use same 3 groups
of people
5. select three times on
the day with the best
results
6. send email at 3
different times of day
© 2013
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 2013
PHYSICAL, MEASURABLE RESPONSE
click or
download
come to
the store
or office
schedule
a session
donate call
@Ellen_NY_CTCT
© 2013
● 35 - 67% of people don’t see images by default
● text links get more clicks than buttons
● place your logo left or center in email
● include company name in text
● key action must be above scroll line
● do not give too many choices
● make all images clickable (and with text labels)
PRACTICAL ADVICE
© 2013
WHEN TO SEND & POSTSEND & POST FREQUENCY
● for social media
● 3-5 times a week is plenty
● use automated tools to help
● for email
● monthly is most common
● when are they likely to take action?
© 2013
relevant
appropriate
qualified!
© 2013
SMALL5 likes 3 shares
4 comments2
11
3
2
4
1
6
213 3
is big!
Engagement
happens in
small doses.
(and happens over time)
© 2013
YOU CAN DO THIS.
AND YOU CAN START WITH A SMALL NETWORK
© 2013
Questions?
© 2013
Don’t miss our next Webinar:
● David Adler, CEO of BIZBASH will be
speaking about EVENT MARKETING
● September 19th
at 2pm (EST)
© 2013
Ellen Williams
Regional Development Director
Constant Contact, Inc.
edepasqualel@constantcontact.com
Facebook.com/CCNYMetroNorthEast
@Ellen_NY_CTCT
Find us online:
www.frontier.com/small-business
www.facebook.com/FrontierSmallBusiness
twitter.com/FrontierCorp
www.linkedin.com/company/163906?trk=tyah

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Ellen Williams from Constant Contact's Webinar Presentation. "What Every Small Business Should Know" 8/15/13