social media marketing for business lightening lecture:
Post on 19-Dec-2015
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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
Copyright © 2011 Constant Contact, Inc. 3
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)
Copyright © 2011 Constant Contact, Inc. 5
These Guys Are Mad
Levels of Influence
6Copyright © 2011 Constant Contact, Inc.
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
Copyright © 2011 Constant Contact, Inc.7
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
Copyright © 2011 Constant Contact, Inc. 9
Fundamental Principle #2
You Must Provide a Great Customer Experience
There is No Marketing Cure for Sucking
Copyright © 2011 Constant Contact, Inc. 10
Fundamental Principle #3
Relationships Matter
You Must Earn Permission to Engage
Copyright © 2011 Constant Contact, Inc. 11
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
Copyright © 2011 Constant Contact, Inc. 13
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
Copyright © 2011 Constant Contact, Inc. 14
Take the Next Step
Copyright © 2010 Constant Contact, Inc. 15
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