Engagement Marketing – Constant Contact – #IMS11

  • Why Do We Market?
    • We Want More
      • Customers
      • Clients
      • Donors / Members
  • Evolution of Media
    • Moving from an era of Broadcast to era of conversation
  • 75% of people like to share content
    • 49% of people like to share content weekly
  • Agency can no longer dictate to consumers what they think — people are believing what the brand message is anymore
  • We don’t trust brands — word of mouth rules
  • 14% of people trust ads — 78% trust consumer recommendations
  • Influence media has changed
  • It takes relationships to build a business
  • Engagement is not just the piece of the puzzle, it’s the linchpin of success
    • Make sure that your engagement is not just reaching out to people but they¬†want to receive your messages
  • Tools have changed
  • Engagement marketing has really flipped the funnel — Retention is the New Acquisition
  • There is no marketing cure for sucking.
  • You must earn permission to engage.
  • Permission = Consent
  • Permission = Intent
  • People are looking at reviews and some sort of interaction
  • Email + Social Media = Engagement
    • They work best when integrated into a complete strategy
  • 96% of fans don’t come back to a fan page after clicking like
  • 50-70% of fans never see your content in your newsfeed
  • News Feed Black Hole
  • Email is still the best way to get the message heard
  • Social media is the best way to get your message shared
  • Email lights the fire and social media fans the flame
  • Providing social sharing tools in your email messages is important
  • Email is not dead — Bad email is dead
  • Be human before you are corporate
  • Dingo Case Study
    • 333 Likes on Facebook; 8,934 email subscribers
    • Wanted to get to 5000 likes and add more email subscribers
    • Dingo decided to launch their own “Groupon” campaign
    • Dingo sent an email to 8,934 subscribers
    • Very upfront that they wanted to grow their Facebook subscribers
    • Had signup for their email list on Facebook page and anyone who signed up via Facebook got a $20 coupon
    • Have personality and have fun
    • Also posted on Facebook and Twitter
    • Used Constant Contact email setup on Facebook page
    • Kept their fans up to date on their progress
    • Dingo’s fans shared their campaign through social media on their blogs
    • Fans grew from 333 to 5000 in 3 days
    • Dingo grew email list by 48%
    • Won award from MarketingSherpa
    • Monthly sales grew 22%
    • New customers accounted for 45% of monthly growth — new business
    • 85% of new customers have continued to buy new products
    • Continued to build a community … now at 25,000+ fans on Facebook
  • Key takeaways
    • Flip the funnel
    • Engagement is key
    • Email and social media together work hand in hand