How to Create and Manage Customer Communities, Dimelo at Social CRM 2013 in B...
Elyse Tager - Constant Contact
1. Engagement Rules How Email and Social Media Work Hand-in-Hand to Grow Business Elyse Tager West Coast Regional Development Director Constant Contact etager@constantcontact.com http://www.linkedin.com/in/elysetager http://www.facebook.com/#!/elyse.tager @elysetager
10. 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 *Chadwick Martin Bailey Consumer Pulse 2010 (n= 1504) 4
44. Meet Dingo Dingo had 333 Likes on Facebook & 8,934 Email subscribers They wanted to get to 5,000 Likes & add more email Subscribers Dingo decided to launch their own “Groupon” Campaign
45. Dingo uses email to light the fire … Dingo sent an Email Campaign to 8,934 subscribers
46. … and social media too! Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter
47. Dingo uses Facebook to grow its email list Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App
48. Dingo remembers to Engage Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App Dingo kept their fans up to date on their progress
49. That Engagement creates Earned Media Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App Dingo kept their fans up to date on their progress Dingo’s fans shared their campaign through social networks and on their own Blogs
50. Dingo Wins Big! Facebook Fans grew from 333 to 5,000 in just 3 days! They grew their email list by 48%
52. Dingo: The Important Results Monthly sales grew 22% New customers accounted for45% of that growth 85% of new customers have continued to buy Dingo products
55. Key Take Aways Flip The Funnel Engagement is Key Email & Social Media Work Hand-in-Hand
56. Engagement Rules How Email and Social Media Work Hand-in-Hand to Grow Business Elyse Tager West Coast Regional Development Director Constant Contact etager@constantcontact.com http://www.linkedin.com/in/elysetager http://www.facebook.com/#!/elyse.tager @elysetager
Editor's Notes
Lets go back to the beginning
Over the past two decades and really within just the past 5 years, technology has taken us from the era of broadcasting media into the era of conversational mediaFrom email, to blogs, to Facebook, Twitter, Yelp, and geo-location based services, Technology has changed the way we connect with family, friends and yes brands…it has also radically changed the way we discover and share information….at speeds and in volumes that St Elmo Lewis could have never imagined
According to CMB……we are sharing content with each other at volumes and frequencies like never before
I know its cliché to reference Mad men at a marketing conference, but it highlights that the days of business people sitting around a table getting drunk and declaring what their brand should be are goneThere is no way the consumer world would allow Camel to pretend that Doctors recommend their cigarettes
That is because in a world saturated with too much marketing noise and false promises, we just don’t trust what brands say about themselves But….we do trust what our friends and even other consumers sayHere’s a shocker – 82% of SMBs believe WoM to be the best way to drive new businessWith search at a distant second at 66%And Advertising a pitiful 37%What you say about your brand doesn’t matter….what your customers say does
If we were to graph the ability of each of these categories to influence the purchasing decision, it would look like thisThink about the last time you learned about a new restaurant from a radio ad….did you feel the need to check it out?What about the last time a good friend told you about how much they loved the pizza and Super Mario’s Pizza Kitchen….i bet you would have made plans to try it out soonAs technology has changed the media landscape, marketers have been forced into creating new categories for Media
Suddenly we have recognized that it takes relationships to build and grow a business
IN a new media world where relationships matter so much, the priority is no longer just Awareness, its in building Relationships…Customer Satisfaction with a Personal Touch. Getting people to know you, like you, and trust you so that they will not only come back but tell their friends too
And so the roles of media have evolvedPaid media now serves as a catalyst to drive awareness and feed owned mediaOwned media provides the platform for marketers to engage, build relationships and hopefully spark Word of MouthAnd like any good communicator the marketer must listen and respond to cultivate relationships and encourage more advocacy
So I have a few fundamental principals I like to share with SMBs, you can not control your brand but you can influence it
By providing a great customer experienceAs Fredie Sheldon says ““He who profits most, who serves best”Who talks like that? Let me bring it down….there is no marketing cure for sucking at what you doMore importantly, if you suck social media will let you know, which is such a bad thing if you can use that feedback construcively to improve your customer experienceBut if you rock at what you do, your happy customers will reward you with repeat business and advocacy
But what Sheldon left out and we will pick up…its that its not enough to just provide a good experience and hope that your customers comeback and tell their friends.You must engage to build relationships and spark word of mouth and to engage you must have Permission to do so
Let’s not down play the importance of PermissionThink how powerful it is when someone says I like you, your products, what you stand for, I want to hear more so here is my email address or I have liked you on Facebook or followed you on Twitter so that I can stay connected with youIn world full of interruptive marketing, there is nothing quite as powerful as Permission
Poll the audience….51% seems low….most will raise their hand
Email and Social Media are the technologies you must leverage to acquire permission to engageThey are more similar than they are differentIts not an either/or question…your customers want choices…some to engage via email, some through Facebook, twitter, etc….you must be where your customers areBoth channels work to drive engagement but when combined they create spectacular results
Must recognize the strengths and weaknesses of both channels….here are some truths about Facebook MarketingMost interactions occur in the newsfeed not the brand pageBut the FB algorethim, designed to protect its users from getting too much noise makes it hard for your FB post to be seen.
Ask the audience if they ever click this…most don’tMost of us don’t click the “Older Posts” button…due to the constantly updating real time news feed, most updates get lost below the “older post” line….the newsfeed black hole
Email is still the best way to get your message heard because the way the inbox is structured and how most peoeple are conditioned to at least see which messages they may have missed since last checking inEven if I don’t open every email, I at least see who sent it, the subject line and when it was sent….that is still a form of engagement
How CTCT has integrated email and social
Now I will show you how one of our customers have put this all together into a great engagement strategy
Dingo continues to drive engagement by using email to light the fire