Leveraging Social Media. Copyright 2011 Constant Contact, Inc.

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Raymond Victor Robinson
5 years ago
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1 Leveraging Social Media

Introduction This presentation has three parts 1 2 3 Connecting to build customer relationships Informing

2 Introduction This presentation has three parts Connecting to build customer relationships Informing people who will buy in to your message and share it with others Growing your business with engagement marketing 2

3 Section 1 CONNECT Marketing Basics Connecting with your customers Engaging in profitable customer communications Using and social media as components of an engagement marketing strategy 3

4 Why Engage? Q. Where will the majority of next month s business come from? A. Existing customers 4

5 Why Engage? Q. What is your best source for new business? A. Existing customers Engagement Marketing is using technology to make it happen 5

6 3 Steps to Building Relationships marketing Trusting relationships Early relationships Encourage broader relationships through SMM Social media marketing New relationships New prospects Encourage deeper relationships through EM Customers Friends Followers You Friends Step 1: Great customer experience Prospects Step 2: Connections that enable ongoing dialog Followers Step 3: Content that engages and spreads 6

7 Marketing Today = Building Relationships

8 Five Types of People Raving Fans Customers Prospects Suspects Disinterested 8

9 Acquiring Customers Time Money Energy Effort Takes 7 touches, on average, for a sale to occur Some buy right away Others research and try Some show interest but don t trust you $

Keep Customers Coming Back The value of a customer You ve already paid for them It s 6-7 times more expensive to gain a customer than to retain a customer 1 They spend more Repeat

10 Keep Customers Coming Back The value of a customer You ve already paid for them It s 6-7 times more expensive to gain a customer than to retain a customer 1 They spend more Repeat customers spend 67 percent more 2 They are your referral engine After 10 purchases, a customer has already referred up to 7 people 2 Sources: 1. Flowtown, Bain and Company 10

11 Why ? Because almost everyone your business needs to reach reads it: 94% of Internet users between the ages of 18 and 64 send or read An even higher number of users ages 65 or older do the same 61% Use a social networking site 147 million people across the country use , most use it every day Sources: Pew Internet and American Life Project

12 Why ? It s cost-effective: Direct mail vs. For the same response, direct mail costs 20 TIMES as much as 1 ROI is the highest when compared to other internet marketing mediums 2 1 Forrester Research, Inc. 2 Direct Marketing Association 12

13 Marketing Is Not Junk Unsolicited and unwanted SPAM from an unknown sender Dubious opt-out (if any) 13

Email Marketing Is Delivering professional email communications To

14 Marketing Is Delivering professional communications To an interested audience Containing information they find valuable 14

15 Basics of Marketing Setting expectations How many s sent When are s sent What type of information Delivering on promises Matching expectations Providing relevant content Abiding by CAN SPAM Act Gaining permission Do they know me? Do they care? Utilizing professional services 15

16 Regular vs. Service Provider Standard programs (e.g. Outlook, Hotmail) Limited # of s sent at one time No formatting control List break up more susceptible to filters No cohesive branding No tracking and reporting of results 16

17 Regular vs. Service Provider marketing services automate best practices Provide easy-to-use templates Reinforce brand identity addressed to recipient only Manage lists adding new subscribers, handling bouncebacks, removing unsubscribers Improve delivery, track results and obey the law 17

18 Basics Checklist Ask yourself before you begin marketing Do repeat and referral customers help your business? Do you have a plan for delivering multiple communications? Is your audience interested in your message? Is it valuable to them? Can you make your s look professional and reflect your brand? Do you have an Service Provider to help manage your strategy? 18

19 Section 1 CONNECT Building a Quality List The benefits of permissionbased marketing Building a valuable contact list Keeping your list current

20 Consumers Define Spam 20

21 Build Your List Where You Connect Incoming or Outgoing Calls Events and Meetings Signature Place of Business Guest Book Online Presence K Smitheen Customer & Prospect Database 57% of consumers will fill out a card to receive alerts when asked to by a clerk at a local small business. Source: Transact Media Group 21

Integrate Email Marketing and Social Media

22 Integrate Marketing and Social Media Marketing Make a Join My Mailing List available on all social media platforms. Make social media buttons a consistent part of all s. 22

23 Collecting Information and Permission Include your logo and brand identity Describe your content and how often you ll be sending Ask about your customers interests to stay relevant Ask for additional contact information when necessary C o n s i d e r a s k i n g f o r y o u r a u d i e n c e s p r e f e r r e d s o c i a l n e t w o r k. 23

24 Sending a Welcome Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferences 24

25 Sending a Welcome Include your logo and brand identity Ask for explicit confirmation Response Necessary to Complete Subscription Include a confirmation link 25

26 Using a Permission Reminder 26

27 Keeping Your List Current Include your logo and brand identity Provide a link so subscribers can update contact info Ask for feedback Include links to your social sites 27

28 List Building and Permission Checklist Ask yourself as you build your list Are you collecting contact information at every customer touch point, including social media? Are you asking for permission as well as contact information? Are you clearly describing your frequency and content? Are you sending a welcome or a confirmation , especially to those who have joined your list via social media? Are you using permission and subscription reminders to stay current? 28

29 Section 2 INFORM Creating Valuable Content Determining what is valuable to your audience Choosing an effective format Deciding what day and time to send

30 Content Has to Meet Your Objectives I want to Promote Motivate purchases Increase event attendance Inform Inform potential customers Differentiate my business Relate Increase loyalty Encourage more referrals 30

31 Content Has to Have Value to Your Audience Promotional Discounts, coupons, offers, incentives. Savings Relational Special privileges, acknowledgement Knowledge Quality Informative Advice, research, facts, opinions, tips 31

Coming Up With Valuable Email and Social Content Share your expertise Use

32 Coming Up With Valuable and Social Content Share your expertise Use facts & testimonials Give guidance & directions Offer discounts & coupons Exclusivity & VIP status Hold contests & giveaways* Acknowledge your audience * Check applicable regulations before deciding to hold a contest or giveaway 32

Keeping Email Content Concise Host large bodies of content On your website In a PDF document In a longer archived version Email only essential information Use bullets

Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon.

33 Keeping Content Concise Host large bodies of content On your website In a PDF document In a longer archived version only essential information Use bullets or summaries Link directly to the information Give instructions if necessary Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group. Complete package start $399 with flights from New York and Boston. Repurpose content sound bytes for Social Media Drive social content back to Archive or Website 33

information, be concise Promotions / Invitations / Surveys Frequency: Depends on

invite click-through or other action Announcements Frequency: Event-driven Press

34 Determine Appropriate Format Newsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concise Promotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards Use content to build deeper relationships 34

35 Branding s Consistently Use different formats and similar designs Include your logo Use consistent colors Use meaningful graphics Avoid drastic changes 35

36 Calling Your Audience to Action Calls to Action include Links to click on Information to print out Phone numbers to call Instructions for reading the Instructions for saving the Describe the immediate benefits What s in it for your audience? Why should they do it now? 36

37 Frequency & Delivery Time How often to send Create a master schedule be consistent! Include frequency in online sign-up Monthly Newsletter Keep content concise and relevant to planned frequency Invest time to repurpose content on social channels When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal parts Send at different times and compare results Get the maximum Impact with Minimum intrusion. Re-stimulate social conversations: repost, retweet 37

38 Use NutshellMail to Engage, on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. Read Fan comments Reply from your Inbox 38

39 Content Checklist Ask yourself as you create content Are you trying to promote, inform, or relate? What is your audience interested in? Is your format branded and supportive of your message? Is your concise and does it include a strong call to action? Does your content match your frequency and timing? Are you consistently repurposing valuable content on social channels and investing time to engage and respond? 39

40 Section 2 INFORM Getting Delivered and Read filters and other delivery challenges Creating from and subject lines Using technology to deliver your

41 Is Your Fabulous or Filtered? ESP Authenticated AOL MSN Yahoo other ISPs Deliverability issues: Image blocking Individual filters Bouncing Block-listing Friends-listing Reputation Filtering & Blocking (Avg 81% delivered CTCT 97%**) Challenge responses Blocking Sender authentication Spam **Return Path verified 41

Getting Email Opened The From line Do I know you?

42 Getting Opened The From line Do I know you? Use a name your audience recognizes Include your organization name or brand Refer to your business in the same way your audience does Be consistent Matt Long Lynn.Mann@AOL.com Joe Hahn Nancy Feldman 60% of consumers say the "from" line most often determines whether they open an or delete it. Source: DoubleClick 42

43 Match From Line and From Address The From line use a familiar address Some programs display From name + Some programs display only From Jeffsmall@aol.com Katejohnsonl@verizon,net 43

44 Create a Great Subject Line The Subject line do I care? Keep it short and simple characters including spaces (5-8 words) Incorporate the immediate benefit of opening the Capitalize and punctuate carefully Matt Long Lynn.Mann@AOL.com Joe Hahn Nancy Feldman Avoid copying the techniques inherent in spam s messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don t. -Worldata, % of consumers say the subject" line most often determines whether they open an or delete it. Source: DoubleClick s with shorter subject lines significantly outperformed s with longer subject lines. - MailerMailer 44

45 Avoiding Spam-speak The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation!!!,??? Excessive use of click here $$, and other symbols No From: address Misleading subject lines SPAM Example: Typical spam From and Subject lines 45

Extend the Reach of Your Email Make your content shareable Encourage readers to Like and Share your Email across their social networks Use a sharebar to gain

46 Extend the Reach of Your Make your content shareable Encourage readers to Like and Share your across their social networks Use a sharebar to gain insights into your contacts preferred channels in order to repurpose and broadcast your content Use a sharebar to collect contacts wherever your is shared 46

47 Tweet and Share your Tweet a link to your automatically 47

48 Delivery Checklist Ask yourself before you send your message Are your images working together with text to identify your ? Are you avoiding spam-like content in your s? Is your Service Provider authenticating your ? Is your From line familiar and are you using a familiar address? Does your Subject line include the immediate benefits of your ? Have you extended the reach of your by making it sharable? 48

Section 3 GROW Increasing Email Click-Through and Response Rates Tracking and

49 Section 3 GROW Increasing Click-Through and Response Rates Tracking and improving delivery Increasing opens, clicks, and forwards Reducing unsubscribe requests

50 Tracking and Reporting Client Constant Contact Reporting Page 50

51 Measure Increases in Overall Reach Social Stats shows Shares and Likes for Shared Campaigns 51

Deal with Bounced & Blocked Email Non-existent address Check for obvious misspellings Try to obtain a new address Bounce Management

52 Deal with Bounced & Blocked Non-existent address Check for obvious misspellings Try to obtain a new address Bounce Management Undeliverable/mailbox full/ blocked Try re-sending later Correct temporary issues Obtain a new address if a recurring issue is present 52

53 Analyze Open Rates Use open tracking to spot trends Open rates trending down Fewer subscribers are enabling images Fewer subscribers are clicking links Steady open rates Assume is being received Check your ESP s average delivery rate Reporting Page 53

Capitalize on Click-Throughs Use click tracking to determine: Audience interests Clicks tell you what topics were interesting Save clickers in an

54 Capitalize on Click-Throughs Use click tracking to determine: Audience interests Clicks tell you what topics were interesting Save clickers in an interest list for targeted follow up Goal achievement Use links to drive traffic toward conversion Compare clicks to conversions and improve Reporting Page 54

Encourage and Reward Email Forwards and Online Reviews Use your forward report to:

Encourage online reviews by those who forward your emails Help your most passionate

55 Encourage and Reward Forwards and Online Reviews Use your forward report to: Thank people who forward your s Learn about the value of your content Encourage online reviews by those who forward your s Help your most passionate customers spread the word Ask them to forward your and write online reviews Forwards 55

your emails Offer your subscribers permanent list removal

56 Understand Unsubscribe Requests An unsubscribe request happens when your subscriber no longer wants to receive your s Offer your subscribers permanent list removal Best practice is automatic removal with an unsubscribe link 56

57 Reduce Unsubscribe Requests Why do people unsubscribe? Over-communication Irrelevant content Poor targeting Enable your audience to leave comments when unsubscribing from your list Take action on feedback 57

58 Tracking and Response Checklist Ask yourself after you send Are there any bounced or blocked s that require attention? Is your open rate trending upward or downward? Are you measuring your increase in overall reach, including social networks? Did your audience take action on your by clicking through or forwarding your ? What were they interested in? Are you encouraging online reviews by these customers? Did anyone unsubscribe from your list? Did they give you actionable feedback? Did you identify any areas for improvement so your next is more targeted and more effective? 58

59 Take the Next Step Attend a Seminar Attend Getting Started with Constant Contact Marketing Get a demonstration of Marketing in action. See how easy it is to create an , manage contacts, track results, as well as send your , and extend its social reach. [RDD Regional URL] Marketing 60-Day Trial Sign up for a free, 60-day trial of Constant Contact Marketing No risk, no credit card required. Get coaching and support, grow our lists, access to over 400+ templates, and measure and track results Toll-free: Marketing Live Product Tour Register for: Constant Contact Marketing Live Tour Learn more about how professional Marketing Newsletters and Communications can help you build relationships and grow your business. constantcontact.com/ learning-center 59

the power of marketing

the power of marketing the power of e-mail marketing Robyn Mather Founder, A Social State of Mind Authorized Local Expert Constant Contact, New England buzz@robynmather.com www.facebook.com/socialstateofmind www.twitter.com/robynmather