Engagement Marketing

Engagement Marketing:Building relationships and building success through online tools

Copyright © 2010 Constant Contact, Inc.

Corissa St. LaurentConstant Contact

Copyright © 2010 Constant Contact, Inc. 2

Q. Where will the majority of next month’s business come from?

Q. What is your best source for new business?

Why Engage?

A. Existing customers

Engagement Marketing is about building relationships that build new business…

Engagement Marketing Strategy


Customers

Prospects

Friends

Followers

Friends

Followers

Step 1:Provide a great

customer experience

Step 2:Build connections that enable ongoing dialog

Step 3:Create content that

engages and spreads

You

Step 1: Great Customer Experience


“The purpose of business is to create and keep a customer.” - Peter F. Drucker

Get Direct Feedback


Obey the L.A.W.!

Listen

Ask

Witness

Gather feedback as immediately as possible

Evaluate repeat and non-repeat behavior

5 Questions every business should ask its customers:

Understand Indirect Feedback


Private is rapidly becoming “public”

■Your photos -> Flickr / Picasa

■Your videos -> YouTube

■Yourself -> Facebook

■Your thoughts -> Twitter

■Your location -> Foursquare

■Your reputation -> Yelp, Trip Advisor

■Your network -> LinkedIn

http://www.google.com/imgres?imgurl=http://blogs.guardian.co.uk/money/whisper.jpg&imgrefurl=http://www.guardian.co.uk/money/blog/2008/jan/14/week&usg=__Ponj9piJDuhJy8cfG0QWMRGjwcQ=&h=345&w=440&sz=16&hl=en&start=3&zoom=1&um=1&itbs=1&tbnid=1UBm8GVETuGZFM:&tbnh=100&tbnw=127&prev=/images?q=whisper&um=1&hl=en&sa=N&rls=com.microsoft:en-us&tbs=isch:1

http://www.google.com/imgres?imgurl=http://simplyzesty.com/wp-content/uploads//2010/08/foursquare_logo-300x300-1.png&imgrefurl=http://www.simplyzesty.com/social-media/50-social-media-resources/&usg=__Y9GGJGbzM9bnA5dPRiDspuGE_m8=&h=300&w=300&sz=92&hl=en&start=14&zoom=1&um=1&itbs=1&tbnid=kCSo4g5EjwK4gM:&tbnh=116&tbnw=116&prev=/images?q=foursquare+logo&um=1&hl=en&rls=com.microsoft:en-us&tbs=isch:1

http://www.google.com/imgres?imgurl=http://www.sassyqarla.com/2010_photos/august/facebook-places-logo.jpg&imgrefurl=http://www.sassyqarla.com/news/2010/08/facebook-places-check-in-robert-pattinson-kristen-stewart.html&usg=__dqpuZt1Jw9utLlLyS92huPi5-eI=&h=352&w=368&sz=13&hl=en&start=1&zoom=1&um=1&itbs=1&tbnid=dccCUSyEhSrfOM:&tbnh=117&tbnw=122&prev=/images?q=facebook+places+logo&um=1&hl=en&rls=com.microsoft:en-us&tbs=isch:1

http://www.google.com/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/a/ae/Where-logo.png/150px-Where-logo.png&imgrefurl=http://en.wikipedia.org/wiki/Where.com&usg=__z_ydbxO6oDf7mcB8sfhF7kbo49M=&h=55&w=150&sz=10&hl=en&start=4&zoom=0&um=1&itbs=1&tbnid=RsnDXc-HrXbmZM:&tbnh=35&tbnw=96&prev=/images?q=where.com+logo&um=1&hl=en&rls=com.microsoft:en-us&tbs=isch:1

http://www.google.com/imgres?imgurl=http://www.exoticaquarium.com/images/_site/twitter_logo.png&imgrefurl=http://www.exoticaquarium.com/&usg=__nlX-Ozk4RBPwIpNfRAvrCkNZk24=&h=367&w=367&sz=142&hl=en&start=2&zoom=1&um=1&itbs=1&tbnid=z4vosMNPNlbTIM:&tbnh=122&tbnw=122&prev=/images?q=twitter+logo&um=1&hl=en&rls=com.microsoft:en-us&tbs=isch:1

Step 2: Real Connections


“The single biggest problem in communication is the illusion that it has taken place.” - George Bernard Shaw

Customer & Prospect Database

1

34

Incoming and Outgoing Calls

Eventsand Meetings

Email Signature

Place of BusinessPoint of Sale

5

Online Presence

Build An Email Contact List

Contacts

Copyright © 2010 Constant Contact, Inc.9

Integrate Email and Social Media

■Announce your presence in a clear call-to-action

■Include social media icons in every email

■Include standard links for subscribers to share your content

Make a Good First Impression


■Send warm invitations

■Welcome new connections

■Share some insight

■Look professional and approachable

■Be open, honest and forthright

■Make them feel glad they’re connected to you

http://go2.wordpress.com/?id=725X1342&site=princessn.wordpress.com&url=http://princessn.files.wordpress.com/2007/12/61blind_date.png&sref=http://princessn.wordpress.com/2007/12/12/going-on-a-blind-date/

Step 3: Valuable Content


“Friendship is born at that moment when one person says to another ‘What you too? I thought I was the only one’.” - C.S. Lewis

Trade Value for Attention


■Share your expertise

■Share specials

■Be interesting and entertaining

■Create conversation starters

■Ask questions

■Ask for feedback

■Filter the noise

Make Content Sharable


■Send engaging content

■Distribute it broadly

■Newsletter

■Blog

■Social Networks

■Enable sharing at each distribution point –don’t privatize

Engaging Content

http://img.constantcontact.com/lp/images/standard/bv2/examples/ss_communique_large.gif

http://www.google.com/imgres?imgurl=http://www.marilynsholin.com/blog/wp-content/uploads/2009/02/twitter-bird-5.png&imgrefurl=http://www.marilynsholin.com/blog/&usg=__kze3GwnwzKhHMtuZe5K2Sg_CkXA=&h=360&w=360&sz=70&hl=en&start=42&zoom=1&um=1&itbs=1&tbnid=_LYGQOtNcPpgQM:&tbnh=121&tbnw=121&prev=/images?q=blog&start=40&um=1&hl=en&sa=N&rls=com.microsoft:en-us&ndsp=20&tbs=isch:1

http://www.google.com/imgres?imgurl=http://www.ok.gov/~okag/images/blog.jpg&imgrefurl=http://www.ok.gov/~okag/admin/&usg=__kV__sdhdbP8juHObH-19UxA8VW8=&h=512&w=512&sz=32&hl=en&start=48&zoom=1&um=1&itbs=1&tbnid=-BLrpMzKSQKXfM:&tbnh=131&tbnw=131&prev=/images?q=blog&start=40&um=1&hl=en&sa=N&rls=com.microsoft:en-us&ndsp=20&tbs=isch:1

http://www.google.com/imgres?imgurl=http://julianhopkins.net/uploads/jh_pic_070809_Facebook.jpg&imgrefurl=http://julianhopkins.net/index.php?/plugin/tag/facebook&usg=__r4iDOg0_2wRlWJzjpkaEiXaBjWQ=&h=466&w=785&sz=41&hl=en&start=15&zoom=1&um=1&itbs=1&tbnid=cjSIqjW57mcgQM:&tbnh=85&tbnw=143&prev=/images?q=facebook&um=1&hl=en&rls=com.microsoft:en-us&tbs=isch:1

Monitor Feedback & Interaction


Monitor regularly – 3rd party tools help

Encourage participation – ask questions, comment back

Use questions/comments for future content

Thank and possibly reward positive feedback

Use positive comments as testimonials

Respond to negative comments

15

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


Valuable Content

Feedback and Interaction

Great Customer

Experience

Bottom Line?

Use:Valuable content

to generate…

Feedback and interaction to…

Create a better customer experience!

Start Engaging!


Understand and maximize your customer experience

Build direct connections with your customers

Share valuable content and encourage sharing

Join relevant discussions and groups

Interact and connect in a meaningful way


Start a Trial: Email Marketing

2

Free for 60-Days!

Sign up for a free, 60-day trial of Constant Contact Email Marketing

No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results

Attend a seminar or webinar

Free!

1

Register for an in-person seminar or online webinar

Learn more about how Email Marketing and Social Media Marketing can help your business or non-profit optimize marketing efforts.

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3

Free!

Sign up for NutShellMail by Constant Contact

Start to manage and monitor your social media activities in real time, on your time… right from your inbox.

Take the Next Step

Corissa St. Laurent

Regional Development Director

Constant Contact

facebook.com/constantcontact.corissa

[email protected]

@CorissaCTCT

Thank you!

Q&A

http://www.google.com/imgres?imgurl=http://www.auburnwa.gov/Assets/Administration/AuburnWA/Images/Twitter+logo.jpg&imgrefurl=http://www.auburnwa.gov/&h=256&w=256&sz=59&tbnid=DsqBAhl-uLAvBM:&tbnh=111&tbnw=111&prev=/images?q=twitter+logo&zoom=1&q=twitter+logo&usg=__ky5wxrdpfNrUxE-U21l_89H5rM4=&sa=X&ei=-RGRTN7iDsO78gaHm52nDg&ved=0CB0Q9QEwAg

Date post:	13-Nov-2014
Category:	Technology
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Engagement Marketing

Technology