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 6 Copyright © 2011 Constant Contact, Inc. Influence Quotes Paid Media  Brand pays to leverage a channel  Examples: Newspaper Ad TV Commercial Sponsorships Display Ads GroupOn(s) Owned Media  Channel controlled by the brand  Examples: Website Blog List FB Page Twitter Acct Earned Media  Customer becomes the channel  Examples: Forward Like Retweet Check-in Stumble  Brand pays to leverage a channel  Examples: TV Commercial Newspaper Ad Sponsorships Display Ads GroupOn(s) Paid Media  A Channel controlled by the brand  Examples: Website Blog List Facebook Page Twitter Account Owned Media  The customer becomes the channel  Examples: Forward Like ReTweet Check-in Stumble 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 Find Convert Keep Find Convert Keep Traditional Marketing Engagement Marketing Copyright © 2011 Constant Contact, Inc. 7 FIND MORE “Flip The Funnel: Retention is the New Acquisition” - Joe Jaffe

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 “He who profits most, who serves best”

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 $102.59$ 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 Sign up for a free, 60-day trial of Constant Contact Marketing No risk, no credit card required. Get coaching and support, grow our lists, access to over 400+ templates, and measure and track results Toll-free: Register for the free webinar: “The Power of Social Media, SEO, and ”. Learn more about how Social Media Marketing can help small business and non profits optimize marketing efforts. constantcontact.com/ learning-center Sign up for NutShellMail by Constant Contact Manage and monitor your social media activities in real time, on your time… right from your inbox. NutshellMail.com/ register Social Media Webinar Marketing 60-Day Trial Use NutshellMail FREE!