lisa kember presentation
DESCRIPTION
2012 Toronto Entrepreneurs Conference - Lisa KemberTRANSCRIPT
Engagement Marketing:How to Win in a Socially Connected World
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Contact Information
Copyright © 2012 Constant Contact, Inc.
Lisa KemberRegional Development Director
facebook.com/CTCTontario
@LisaKember
www.constantcontact.com
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
What’s Keeping Us Up at Night?
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80% Attracting
New Customers
Constant Contact | 2011 Attitudes & Outlooks Survey
55% Increasing Customer Referrals
Copyright © 2012 Constant Contact, Inc. 4
Copyright © 2012 Constant Contact, Inc.
Word of Mouth Marketing
Any business action that earns a customer recommendation.
5
2.4BILLIONbrand-related conversationsper day in the U.S.
The typical American mentions specific brand names 60 times per week in conversations.
Source: Word of Mouth Marketing Association, Oct 2011
66%Of all brand-relatedconversations are positive
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The Problem with TypicalWord of Mouth Marketing
Difficult to encourage or track
You can’t influence how your business is portrayed
You have no idea when someone refers a friend to you
– Unless you ask how a new customer or prospect found you
You can’t reward your clients for referring because you don’t know who made the referral.
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Engagement Marketing
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We trust comments and reviews (even from strangers)…
not marketing.
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36%
81%
2012 Neilson Global Trust in Advertising & Brand Messages
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Your customers’ friends are your next best prospects.
relevantappropriate
qualified!
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© Constant Contact 2012
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There is No Marketing Cure for Sucking
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Rise above the ordinary in small (or large) ways that WOW! your customers.
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Hope is NOT a strategy.
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© Constant Contact 2012
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They won’t join youif you don’t ask!
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Engagement = participation
28Copyright © 2012 Constant Contact, Inc.
Engagement = participation
29Copyright © 2012 Constant Contact, Inc.
Engagement = participation
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Engagement = participation
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Engagement Matters!
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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 offer a promotion
… and social media too!
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
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
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
Engagement Created 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
Dingo Wins Big!
Facebook Fans grew from 333 to 5,000in just 3 days!
They grew their email list by 48%
Copyright © 2012 Constant Contact, Inc. 40
Dingo Takes The Gold
Dingo: The Important Results
Monthly sales grew 22%
New customers accounted for 45% of that growth
85% of new customers have continued to buy Dingo products
Email Marketing Social Campaigns Event Marketing Online Survey
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