Social Media Marketing for Business Lightening Lecture:

Social Media Marketing for Business

Lightening Lecture:

What’s Keeping Us Up at Night?

Copyright © 2011 Constant Contact, Inc. 2

80% Attracting

New Customers

Constant Contact Spring 2011 Attitudes & Outlooks Survey

55% Increasing Customer Refferals

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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

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)

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These Guys Are Mad

Levels of Influence

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Influence

QuotesPaid Media

Brand pays to leverage

a channel

Examples: Newspaper AdTV Commercial SponsorshipsDisplay AdsGroupOn(s)

OwnedMedia

Channel controlled by the brand

Examples: WebsiteBlogEmail List FB PageTwitter Acct

EarnedMedia

Customer becomes

the channel

Examples: ForwardLikeRetweetCheck-inStumble

Brand pays to leverage a channel

Examples: TV CommercialNewspaper AdSponsorshipsDisplay AdsGroupOn(s)

Paid Media

A Channel controlled by the brand

Examples: WebsiteBlogEmail List Facebook PageTwitter Account

Owned Media

The customer becomes the channel

Examples: ForwardLikeReTweetCheck-inStumble

Earned Media

Catalyst to create awareness & feed

Owned Media

Assets to engage, build relationships &

spark WoM

Listen, Respond & Engage to encourage continued advocacy

New tools have changed the game

Traditional Marketing

Engagement Marketing

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FIND MORE

“Flip The Funnel: Retention is the New Acquisition”

- Joe Jaffe (@jaffejuice)

Copyright © 2011 Constant Contact, Inc. 8

Fundamental Principle #1

You Have Limited Control Over Your Brand

Your Customers Define Your Brand

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Fundamental Principle #2

You Must Provide a Great Customer Experience

There is No Marketing Cure for Sucking

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Fundamental Principle #3

Relationships Matter

You Must Earn Permission to Engage

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Fundamental Principle #4

Focus on Engagement

NOT Number of People You Reach

Engagement Increases Sales

Higher Purchases Made From Social Media

$102.59 $100.16

Marketing Profs, Shoppers via Social Sites Buy Less Often, but Spend More, September 23, 2011

$121.33

Engagement Generates Word of Mouth Referrals for your Business

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For average social network users with

moderate activity, purchases are

influenced by social network interaction.

Vendor Sales increase: 5%

Research Finds Friends Do Influence Purchases on Social Networks

Harvard Business Research Report, Do Friends Influence Purchases in a Social Network?, May 2011

It’s worth the investment

Start Your Marathon Now!The more time and resources you devote to Social Media Marketing, the greater your yield

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Take the Next Step

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