engagement marketing: building relationships that drive business success copyright © 2010 constant...
TRANSCRIPT
Engagement Marketing:Building relationships that drive business success
Copyright © 2010 Constant Contact, Inc.
2
Engagement Marketing: 3 steps to making “it” happen
Copyright © 2010 Constant Contact, Inc.
Customers
Prospects
Friends
Followers
Friends
Followers
Step 1:Great customer
experience
Step 2:Connections that enable
ongoing dialog
Step 3:Content that engages
and spreads
You
3
Great Customer Experience: Understanding Feedback
Copyright © 2010 Constant Contact, Inc.
■ There are lots of ways to understand & measure experience
■ Direct Feedback
■ What you / others witness
■ What customers tell you
■ How they behave (return visit)
■ Indirect Feedback
■ What they tell others privately
■ What they tell others publically
Ask
Monitor
Observe
4
Great Customer Experience: Getting Direct feedback
Copyright © 2010 Constant Contact, Inc.
■ What you / others witness
■ Observe & listen
■ Blind shopping
■ Evaluate all customer touch points
■ In person
■ On phone
■ Online
■ What customers tell you about their experience
■ Good: Satisfaction surveys
■ Better: Ask for feedback within 24 hours
■ Best: At time of interaction
■ How they behave
■ What percentage of your first time customers return within a specific amount of time?
■ How often they return (frequency)
5 Questions every business should ask its customers:
1) How did you find us?
2) What brought you to us today / most recently?
3) How did we do in meeting / exceeding your expectations
4) What more could we do?
5) How likely are you to refer others to our business?
5
Great Customer Experience: Understanding Indirect feedback
Copyright © 2010 Constant Contact, Inc.
■ What is said privately
■ “John Smith told me to give you a call”
■ Gossip / being in the know
■ Private is rapidly becoming “public”
■ Your photos -> Flickr / Picasaweb (5 billion photos)
■ Your videos -> Youtube
■ Yourself -> Myspace & Facebook (500MM users)
■ Your thoughts -> Twitter ( 100MM users)
■ Your location -> Foursquare (3MM users)
■ Your reputation -> Yelp, Directories, Reviews
■ Your network -> LinkedIn
■ Becoming aware of new streams is important
6
Great Customer Experience: Understanding Indirect feedback
Copyright © 2010 Constant Contact, Inc.
■ What they tell others publically
■ Ratings & Reviews
■ Review sites: require periodic monitoring (Yelp, Where, Directories)
■ Communities: require active monitoring (Facebook, Twitter, Industry)
■ What to expect
■ Keeping track of it all can be challenging
■ The good, the bad, & the ugly will happen
■ Encourage Participation
■ At experience
■ In your ongoing communications
■ Responding to Negative Comments
■ If you can identify - engage in private
■ Let your passionate customers respond (active communities)
7
Great Customer Experience: Monitoring Indirect Feedback
Copyright © 2010 Constant Contact, Inc.
Get regular real-time feedback delivered toyou when you want it.
Nutshellmail.com (It’s Free)
Makes understanding the chaos of social media marketing simple
Customer & Prospect Database
1
34
Incoming or Outgoing Calls
Eventsand Meetings
Email Signature
Place of BusinessGuest Book
Guests5
Online Presence
Engaging Customers: Building Connections
■ Engaging starts with the ability to connect… a contact list
■ Collect everywhere you connect
■ Quality over Quantity
■ Do I know you?
9
Engaging Customers: Make a good first impression
Copyright © 2010 Constant Contact, Inc.
■ Initial impressions last forever
■ Welcome new connections to your community
■ Connections: solidify the connection
■ Friends / Followers: return the favor
■ First communications = the blind date
■ Welcome them
■ Share some insight
■ Make them glad they’re connected
10
Engaging Customers: Look Professional
Copyright © 2010 Constant Contact, Inc.
■ Professional templates
■ Branding consistency
■ Content / image mix
■ Appropriate mix
■ Location matters
■ White space
■ Double check your content & links
11
Engaging Customers: Send Valuable Content
Copyright © 2010 Constant Contact, Inc.
■ Be brief, be bright, be gone
■ Do I care?
■ Share your expertise
■ Conversation starters
■ Let your personality shine through
12
Re-Sharing Enabled & Encouraged: Making Content Sharable
Copyright © 2010 Constant Contact, Inc.
■ Content that starts a discussion
■Distribute it broadly. ..
■Newsletter
■ Blog
■ Enable sharing at each distribution point
■ Provide a specific destination for the discussion
Engaging Content
ConversationDestination
13CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
Making Email “Broadcastable”
14
Tell Followers when you are Broadcasting
15
Turn Your Broadcasts into a Destination
16
Monitor the Impact
The Swinery is a butcher shop in Seattle
They sent an email newsletter to 3,765 subscribers
Received 816 opens (22%)
But it was Viewed an additional 485 times & Liked by 181 readers
Represents a 60% increase in reach
Case Study: The Swinery
18
Re-Sharing Enabled & Encouraged: Social Means You Too!Tapping into the 6th Degree of Separation
Copyright © 2010 Constant Contact, Inc.
■ Listen
■ To influencers in your industry
■ To people you admire
■ To people with a differing point of view
■ Follow
■ Contribute to the discussion
■Offer alternative views
■Have fun
19
How to Start Engaging!
Copyright © 2010 Constant Contact, Inc.
1. Understand and maximize your customer experience
2. Build direct connections with your customers / clients
3. Share valuable content nuggets and encourage their sharing
4. Join relevant dialogs (follow to be followed)
5. Monitor what’s being said (make sense out of the chaos)
Steve Robinson Senior Regional Development Director - IL Constant Contact
@ctctillinois
Search for Constant Contact Illinois
Thank You