Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.

1. Social Media Marketing
Cutting through the hype and getting to the value
Gail Goodman, CEO
Twitter: @Gail_Goodman
#CTCTSocial
Copyright © 2010 Constant Contact, Inc.

2. Introduction to Constant Contact
■ Constant Contact helps small organizations
grow their customer relationships using
■ Permission-based email marketing
■ Social media marketing
■ Event marketing
■ Online surveys
■ Over 372,000 email marketing customers
■ Easy, effective and affordable
Copyright © 2010 Constant Contact, Inc. 3

3. Large and Diverse Customer Base
Over 372,000 Customers
Number of Employees Customer Type
(Approximate) (Approximate)
20%
20%
35%
40%
8%
7%
15% 40%
15%
1 10 to 24
Business to Business
2 to 4 70% Business to Consumer
25 to 49
Nonprofits and Associations
5 to 9 50 and up
*Data is approximate, based on matching a percentage of our customers to a commercial database
Copyright © 2010 Constant Contact, Inc. 4

4. The Constant Contact Mission Statement
We help small businesses and organizations
grow customer relationships and succeed
by delivering professional, easy-to-use
services and coaching at a reasonable cost.
Copyright © 2010 Constant Contact, Inc. 5

5. Staying Connected to Customers
■ The value of Email Marketing
■ Drives repeat sales and customer referrals
■ Keeps you in front of your best audience –
people who know you
■ The value of Social Media Marketing
■ Leverage the power of social networks to
acquire new customers and drive repeat sales
■ Increased reach with endorsement
■ The value of Event Marketing
■ Drives increased event attendance
■ Saves time and money; simplify event hosting
■ The value of Survey
■ Understand your customers and members better
■ Makes communications more relevant and
targeted
Copyright © 2010 Constant Contact, Inc. 6

6. Rapid, Consistent & Highly Visible Growth
Monthly Revenue (2004 – Q1 2010)
Note: monthly numbers unaudited
Copyright © 2010 Constant Contact, Inc. 7

7. The What and Why of Social Media Marketing
Copyright © 2010 Constant Contact, Inc.

8. Social Media Marketing is…
■ Building your social
network fans, followers,
and connections, using
■ Relevant and
interesting content
that allows you to
■ Reach and engage
more people and
■ Drive more business.
Copyright © 2010 Constant Contact, Inc. 9

9. Why Not to Dismiss Social Media
Today’s influencers have changed
• It’s now you or me
It’s Social Word-of-Mouth
• It’s easy to share and forward messages
• Reach more people, quickly
• Positive endorsements help your brand
• Negative feedback hurts your brand
Fans and Followers can become
brand ambassadors, endorsing YOU
• Build long-lasting, positive buzz
• Reach with endorsement
Copyright © 2010 Constant Contact, Inc. 10

10. Consumers are Using Opinions and Endorsements
51% of the U.S. sample
of the survey had
purchased a product
based on an online
recommendation, while
33% had recommended
a product through a
blog or an online
review.
Copyright © 2010 Constant Contact, Inc. 11

11. Social Media Reaches All Audiences …
Demographics have expanded
■ No longer just Millennials
(1983-1995)
■ Baby Boomers & Matures
fastest growth rate
Social Media has influenced
the purchase process
■ Created awareness of
products and services Half of online adults now
■ Generated 3rd party belong to a social networks
like Facebook and LinkedIn, a
endorsements 46% growth rate year-over-
■ Resulted in product purchase year.
–Interactive Marketing Accessible
Innovation, Forrester Research
Copyright © 2010 Constant Contact, Inc. 12

12. … And All Industries
Non-profits
■ 74% Non-profits maintain a presence on Facebook; Associations
55%.-Nonprofit Social Network Survey Report, 2009
Business to Business and Business to Consumer
■ 57% are using Social Networks; 60% of these are using Facebook
■ Goals: 51% for Branding; 30% for demand generation
- BtoB Magazine 2009
Copyright © 2010 Constant Contact, Inc. 13

13. Breathing Time Yoga – Integrated Campaign
14
Copyright © 2010 Constant Contact, Inc.

14. A Quick Guide & Doing It Well
- Best Practices for Social Media Marketing -
Copyright © 2010 Constant Contact, Inc.

15. Social Media Marketing Extends Your Reach
You can grow your business
using social word of mouth.
You can build a targeted following
that cares about your business
(we will explain how shortly)
You can get them to share your content and their point of
view about your business or organization
You can reach your customers’ combined networks using their
influence and endorsement
Copyright © 2010 Constant Contact, Inc. 16

16. The Steps to Social Media Marketing Success
Get started with the basics
1. Create a presence where your audience is
(or more than one!)
2. Post starter content: populate your profiles
3. Monitor others like you, keywords, competitors, etc.
and observe trends
4. Post more content that inspires sharing
5. Measure results: your networks’ growth
Repeat steps 3-5 and continuously build your network
Copyright © 2010 Constant Contact, Inc. 17

17. Creating a Presence
Look good! Be polished
and professional
Complete your business
profile
■ Description
■ Contact information
■ Website URL
■ Join My Mailing List
Brand your presence
■ Logo, pictures, background
Add starter content
Copyright © 2010 Constant Contact, Inc. 18

18. Doing it Right: Focus your Presence
■ Make your social presence a
reflection of your business /
organization. Don’t blur personal
and professional use.
■ Be transparent. New users should
immediately identify what you do.
■ “Stick to Your Knitting.”
Deliberately choose your expertise and
areas of engagement.
■ Put the social in the media. Be
broad and informal… and have fun!
Copyright © 2010 Constant Contact, Inc. 19

19. Starter Content
Starter content can include:
Information, tips, and practical advice
Links to:
■ Archived Email Marketing newsletters
■ Polls and Surveys
■ Event Homepages and registration pages
■ Blogs (yours and others’)
■ Websites (yours, and others in your area of expertise)
■ Product or service reviews
■ Thought-provoking discussions that inspires debate and dialogue
■ Rich media: relevant videos, photos, podcasts
Copyright © 2010 Constant Contact, Inc. 20

20. Building Your Network
Use a variety of ways:
1. Send an invitation to your Email List
2. Add interactive Social Icons to Your
■ Website
■ Email Campaigns (in a sidebar, in the
footer)
■ Outgoing Email Signature
■ Business Card
■ Printed Collateral: mailers, flyers,
invoices, etc.
3. Put a sign in your storefront window
4. Add a message to your voicemail
5. Include a note on Point of Sale
receipts and house coupons
Be creative and visible everywhere
your customers are! 21
Copyright © 2010 Constant Contact, Inc.

21. How Social Networks Grow
Social networks build over time in many ways. For example:
1. You write content that gets shared; your followers’ followers notice
and decide to follow you;
2. You follow people and they follow you back;
3. You retweet (RT) or repost others’ content; their followers notice
and follow you;
4. Your customers comment (this is powerful!). Their networks notice
and connect with you;
5. You participate in discussion groups, social networks, blogs, etc. and
other people join the conversation and join your network…
Copyright © 2010 Constant Contact, Inc. 22

22. Be Active!
Content and participation are the keys to
building and engaging your network
Methods of engagement include:
■ Write/Share quality, relevant content daily (you’ll find your
customers’ rhythm!)
■ Retweet or repost the content of others
■ Engage in discussions that are relevant to your business
■ Comment, comment, comment!
■ Respond and reply (good and bad reviews and comments)
■ Cultivate a social style: use a unique voice
■ Post a variety of media types: text-based questions, photos,
videos, online polls, links including visual thumbnail images, etc.
Copyright © 2010 Constant Contact, Inc. 23

23. Comprehensive Monitoring is Key
Why is monitoring is essential? You can:
■ Save time and effort!
■ Jump on relevant discussions and topics
■ Respond in a timely way to opportunities
■ Repost interesting content
■ Find people and businesses to add to your network who may have
content to “share-and-share-alike”
■ Respond appropriately to both positive and negative comments
Copyright © 2010 Constant Contact, Inc. 24

24. Monitoring: What should I monitor?
Monitor the activity on all your social networks, including:
Your Brand. Think about all its possible spellings / configurations
For example:
■ Far And Away Bicycles, Far&Away, Bicycles, Bikes, etc.
Your competitors. Spot successful tactics being used by others in your
industry (and the not-so-successful!) For example:
■ Does the pizzeria down the street tweet daily?
■ Do the other consultants in your network have LinkedIn profiles?
Categories, topics, and keywords of your business. For example:
■ Pets, Dog Day Care, Cat, Dog, Petsitting, Animals, Rescue etc.
The experts and influencers in your business
Copyright © 2010 Constant Contact, Inc. 25

25. Monitoring: How should I monitor?
Monitoring Tools include:
■ NutshellMail: You
receive a email digest
of all network updates,
at a time convenient to
you
■ Google Alerts
■ RSS feeds (Readers)
Twitter Aggregation Tools
■ Tweetdeck
■ HootSuite
Copyright © 2010 Constant Contact, Inc. 26

26. Example Monitoring Activity:
The Whole Bead Company
Join groups on LinkedIn
Welcome new friends
Tweet & Retweet timely news
Copyright © 2010 Constant Contact, Inc. 27

27. Content is King!
Content is the feeder of
social networks
■ The best content inspires
sharing:
a word of advice or one
sentence goes a long
way!
■ Original, personalized
content is important (but
you don’t need too much)
■ Less is more! Short
content is best, one idea
at a time. You can always
share links to more…
Copyright © 2010 Constant Contact, Inc. 28

28. Be the Expert
Focus on the content - share knowledge
so people care
■ It’s not about you
■ It’s about what you know
Trade useful information for attention
■ Will they talk about it when out with friends?
■ Will they look forward to your next
communication?
■ Will they be inspired to share/tweet/comment
on this information?
Inspire trust by filtering the noise
■ Be an expert
■ Clearly convey your area of expertise and
mission: use the 90/10 rule of thumb!
Copyright © 2010 Constant Contact, Inc. 29

29. Five Simple Ideas for Social Media Content
Need inspiration for Facebook,
Twitter and LinkedIn updates?
1. Share current and relevant
information that leaves them
wanting more
2. Share helpful hints and tips to
build trust
3. Answer questions without
selling
4. Have insight/opinions
5. Stay focused on keywords/SEO
Always provide value.
Copyright © 2010 Constant Contact, Inc. 30

30. Social Media Content Don’ts
What NOT to include in your
Facebook, Twitter, and
LinkedIn updates
■ Don’t pitch
■ Don’t overtly self-promote
■ Don’t offer incentives to get reviews
or sharing
■ Don’t stray from your areas of
business into:
■ Personal information, politics. sports,
religion etc.
Always provide value.
Remember why your network
is following you: be the expert.
Copyright © 2010 Constant Contact, Inc. 31

31. Reuse, Reuse, Reuse
A little content can go a long way!
1. After an email, post a link to it on whatever social media site(s) you
use.
2. Use your blog posts as content in your email newsletter.
3. Turn customer comments and questions (and your replies) on social
media sites into newsletter content.
Just ask for permission before doing so.
4. Repost comments and questions (and your replies) from one social
media site on another.
Copyright © 2010 Constant Contact, Inc. 32

32. Reuse, Reuse, Reuse (cont.)
5. Find an interesting article that ran elsewhere? Share a link to it
on your social media page, or in your newsletter.
Make it even more compelling by sharing your quick thoughts on why
you find it interesting.
6. Break your newsletter articles into separate tweets (i.e.,
separate out the “tips” into 140-character snippets).
7. Link to a specific page of your website that isn’t getting as much
traffic as you’d like it to.
Copyright © 2010 Constant Contact, Inc. 33

33. Content Reuse: Focus HR
Copyright © 2010 Constant Contact, Inc. 34

34. Content that Spreads
How to make your content viral
Add interactivity
■ Share bar
■ Like button
■ Comments
Ask your network to share
■ Start the dialogue
■ Ask Questions
■ Make open-ended statements that illicit opinions
■ Bring up controversial issues in your industry
Use varied media types
■ A mixture of photos, videos, text-based comments, and links will hold
audience interest
Watch what engages your audience… every audience is different
Copyright © 2010 Constant Contact, Inc. 35

35. Do It Daily
Do you need to spend a lot of time doing social media?
Good Advice from Gail Goodman, CEO of Constant Contact:
“Keep your time spent in check; doing social media right does not mean
doing it a lot.”
■ It is important to stay active! 15 minutes a day, 3 times a week is more than
most small businesses.
■ If you tweet too frequently; people might not think you are serious about your
business.
“76% of marketers are spending at least 4 hours each week on their social
marketing efforts. Just starting out median weekly time is 1 hour; just a few months
into it the median is 10 hours.”
“After a few months with a few as 6 hours per week, half the marketers have
generated qualified leads with social media marketing.”
- Social Media Marketing Industry Report 2010
Copyright © 2010 Constant Contact, Inc. 36

36. Converting your Network into Customers
■ Start by engaging your loyal Fans and
get them to create buzz
■ Always provide a means for fans to
Join your Mailing List
■ Maintain momentum with ongoing,
scheduled email and social
communications that lead back to
your website, Facebook page, JMML
page, archived email campaigns, etc.
■ The more engaging the conversation
the more likely their connections will
engage
Copyright © 2010 Constant Contact, Inc. 37

37. Measuring the Impact of Social Media
What you can measure today…(You gotta have faith!)
■ Growth in your network, i.e.
■ Number of new fans, friends, connections, followers
■ Email List Growth, i.e., # of new subscribers
■ Email Campaign Click-Through, Open Rates
■ Number of mentions
■ Number of retweets
■ Number of reviews (positive and negative)
■ Number of customers who have utilized social promotions
■ Number of questions answered by your network
■ Aggregate ratings scores
■ SEO (Search Engine Optimization) rankings
Copyright © 2010 Constant Contact, Inc. 38

38. Measuring the Impact of Social Media
What the industry is working on:
1. Site Traffic
2. Customer Interaction
3. Sales
4. Leads
5. Search marketing
6. Brand metrics
7. PR
8. Customer engagement
9. Retention
10. Profits
Copyright © 2010 Constant Contact, Inc. 39

39. Social Media Success for Small Business
73.8% of marketers who have been using social media for years reporting
it has helped them close business. –Social Media Marketing Industry Report 2010
■ B to B achieve “closing business” 51.3%
■ B to C achieve “closing business” 44.9%
Measurement tools are still maturing
■ Do you measure the engagement of your online customers? 55% no; 45% yes
■ How do you measure engagement?
■ 62% Customer feedback scores,
■ Customer satisfaction scores,
■ Net Promoter scores- Forester Research
Test to learn what works
■ Set up specific campaigns to track social media programs that drive to your website-Google
analytics
■ How many have read your blog?
■ Watch how many clicking on the social media icons in your own emails
■ Encourage and track how many people are joining your list from social media
■ Monitor Twitter for mentions and Retweets; Reward those persuaders
Focus on social media that gets you results.
Copyright © 2010 Constant Contact, Inc. 40

40. Summary
The time to get started is now!
1. Set up your presence(s)
2. Populate with some starter content
3. Practice monitoring
4. Begin building your social network!
5. Participate with content, comments and responses
Your “Constant” Social Hashtag
#ctctsocial
Copyright © 2010 Constant Contact, Inc. 41

41. Constant Contact is Your Partner
for Social Media Marketing
Copyright © 2010 Constant Contact, Inc.

42. Constant Contact and Social Media Marketing
What Are We Doing?
Best Practices Integrate Social Media in Tools for
& Education Email Marketing Social Media Marketing
• Website • Share campaigns and • Monitoring with
content across networks NutshellMail today
• Webinars
• Build lists, fans and • …and an integrated
• Seminars followers everywhere Social Media Marketing
suite tomorrow
• Blog • Cross-promote channels
everywhere
• #CTCTSocial
Copyright © 2010 Constant Contact, Inc. 43

43. Best Practices & Education
 Website
 Webinars
 Guides
 Live Seminars
 Podcasts
 Constant Commentary Blog
 Facebook.com/ConstantContact
 Twitter.com/ConstantContact (Official Hashtag #CTCTSocial)
Copyright © 2010 Constant Contact, Inc. 44

44. Ready… set… SOCIAL!
We’ve ramped up our development of
social features. Let’s take a look!
Copyright © 2010 Constant Contact, Inc.

45. First Feature: Fall 2009
“Share” button for archived emails
Copyright © 2010 Constant Contact, Inc. 46

46. Tweet this… Spring 2010
Tweet this Event, Survey, & Poll
Copyright © 2010 Constant Contact, Inc. 47

47. Add your follow buttons!
Copyright © 2010 Constant Contact, Inc. 48

48. Ask people to join your list on social networks
Copyright © 2010 Constant Contact, Inc. 49

49. July 19, 2010
Our biggest social media release… and
we’re keeping those features coming!
Copyright © 2010 Constant Contact, Inc.

50. Your Events Go Viral
Copyright © 2010 Constant Contact, Inc. 51

51. Auto-Tweet those emails!
Copyright © 2010 Constant Contact, Inc. 52

52. Keep on sharing…
Copyright © 2010 Constant Contact, Inc. 53

53. Your newsletters go viral!
Automatically added to all emails that you choose to Tweet and Share
Copyright © 2010 Constant Contact, Inc. 54

54. Tools for Social Media Marketing
 Monitoring with NutshellMail today
 Integrated Social Media Marketing Suite tomorrow
Copyright © 2010 Constant Contact, Inc. 55

55. So what’s next?
You’re going to love our next set of updates…
■ More share options to include in your emails (Like button,
share links)
■ Reports!
■ Share on multiple accounts with one click
■ Support for Facebook Pages
Copyright © 2010 Constant Contact, Inc. 56

56. What should you do now?
Learn more about using
1
Get your clients/members
Start listening to your
passionate customers 2 email marketing and
social media together
3 using our great social media
features
Today Next 60 days Near future
■ Sign up for a free ■ Look for free seminars ■ More share options to
NutshellMail account at and webinars in your include in your emails
www.nutshellmail.com community and online to (Like button, share links)
learn more about how to
■ Use email newsletters to ■ Reports!
use email marketing and
encourage your
social media marketing ■ Share on multiple
passionate customers to
together accounts with one click
talk about you on
Facebook and Twitter ■ Constant Contact will ■ Support for Facebook
continue teaching small Pages
■ Enable the discussions
businesses how to save
with your “superfans”
time with email marketing
and social media
■ Visit the free Constant
Contact social media page
www.constantcontact.com
/socialmedia
Copyright © 2010 Constant Contact, Inc. 57

57. Questions?
Copyright © 2010 Constant Contact, Inc.