Transcript Search Engine Optimization, Blogging & Email Marketing

Lightening Lecture:
Social Media Marketing for Business
What’s Keeping Us Up at Night?
80%
55%
Attracting
New
Customers
Increasing
Customer
Refferals
Copyright © 2011 Constant Contact, Inc.
Constant Contact Spring 2011
Attitudes & Outlooks Survey
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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
Copyright © 2011 Constant Contact, Inc.
3
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
+30 billion pieces of content shared on Facebook each month
4
*Chadwick Martin Bailey Consumer Pulse 2010 (n= 1504)
These Guys Are Mad
Copyright © 2011 Constant Contact, Inc.
5
Levels of Influence
Influence
Paid Media
Owned Media
 Brand pays to
leverage a channel
 A Channel controlled
by the brand
Paid
Owned
 Examples: QuotesMedia Examples:Media
TV Commercial
 Brand pays to
Newspaper Ad leverage a
Sponsorships channel
Display Ads
GroupOn(s)  Examples:
Website
 Channel
Blog controlled
EmailbyList
the brand
Facebook Page
Twitter
Account
 Examples:
Newspaper Ad
Website
TV Commercial
Blog
Catalyst to create
Assets
to engage,
Sponsorships
Email List
awareness & feed
&
Display Ads build relationships
FB Page
Owned Media GroupOn(s)
spark
WoM
Twitter
Acct
Copyright © 2011 Constant Contact, Inc.
Earned Media
 The customer
becomes the channel
Earned
 Media
Examples:
Forward
 Customer
Like
becomes
the
ReTweet
channel
Check-in
Stumble
 Examples:
Forward
Like
Listen, Respond &
Retweet
Engage to encourage
Check-in
continued advocacy
Stumble
6
New tools have changed the game
Traditional
Marketing
Engagement
Marketing
Find
FIND
Find
MORE
Convert
Convert
Keep
Keep
“Flip The Funnel: Retention is the New Acquisition”
- Joe Jaffe (@jaffejuice)
Copyright © 2011 Constant Contact, Inc.
7
Fundamental Principle #1
You Have Limited Control
Over Your Brand
Your Customers Define Your Brand
Copyright © 2011 Constant Contact, Inc.
8
Fundamental Principle #2
You Must Provide a
Great Customer Experience
There is No Marketing Cure for Sucking
Copyright © 2011 Constant Contact, Inc.
9
Fundamental Principle #3
Relationships Matter
You Must Earn Permission to Engage
Copyright © 2011 Constant Contact, Inc.
10
Fundamental Principle #4
Focus on Engagement
NOT Number of People You Reach
Copyright © 2011 Constant Contact, Inc.
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Engagement Increases Sales
Higher Purchases Made
From Social Media
$102.59
$121.33
$100.16
Marketing Profs, Shoppers via Social Sites Buy Less Often, but Spend More, September 23, 2011
Engagement Generates Word of Mouth
Referrals for your Business
Research Finds Friends Do
Influence Purchases on Social Networks
For average social network users with
moderate activity, purchases are
influenced by social network interaction.
Vendor Sales increase: 5%
Harvard Business Research Report, Do Friends Influence Purchases in a Social Network?, May 2011
Copyright © 2011 Constant Contact, Inc.
13
It’s worth the investment
Start Your Marathon Now!
The more time and resources you devote to Social Media Marketing, the
greater your yield
Copyright © 2011 Constant Contact, Inc.
14
Take the Next Step
Social Media Webinar
Register for the free
webinar: “The Power
of Social Media,
SEO, and Email”.
Learn more about how Social
Media Marketing can help
small business and non
profits optimize marketing
efforts.
constantcontact.com/
learning-center
Copyright © 2010 Constant Contact, Inc.
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