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Josh Mendelsohn's (Constant Contact) presentation from Social Media Marketing & Monitoring 2011 New York. An excellent guide to integrating social media marketing and email.
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Email and Social Media Marketing
Best Practices for Marketing Success
Josh Mendelsohn
@mendelj2
Who is Constant Contact?
• Focused on helping small businesses and non profits be successful
through email marketing, social media marketing, and event marketing
• Based in Waltham, MA
• Over 480,000 paying customers (businesses and nonprofits)
• All Constant Contact products come with unrivaled knowhow,
education and free coaching with a personal touch, including award-
winning customer support
Copyright © 2011 Constant Contact, Inc.
3
Why Email + Social Media?
Copyright © 2011 Constant Contact, Inc.
Let’s Go Back to the Beginning: Why Do We
“Market”?
4
We Want More!
More…
Customers
Clients
Volunteers
Donors/Members
Brand Awareness
Sales
People spreading the
word!
Copyright © 2011 Constant Contact, Inc.
In this room, we all know that Social Media
Marketing can work for businesses
Copyright © 2011 Constant Contact, Inc. 5
56%
Chadwick Martin Bailey and Constant Contact Consumer Pulse 2011
More Likely to
Buy
51%
More Likely to
Recommend
Copyright © 2011 Constant Contact, Inc. 6
But Facebook obviously isn’t Perfect…
96% of fans never revisit fan pages
Fans are 40-150x more likely to see
your post in their News Feed
Yet, most fans never see your content
in their newsfeed
Source: Jeff Widman, BrandGlue.com
Copyright © 2011 Constant Contact, Inc. 7
But Facebook obviously isn’t Perfect…
96% of fans never revisit fan pages
Fans are 40-150x more likely to see
your post in their News Feed
Yet, most fans never see your content
in their newsfeed
Source: Jeff Widman, BrandGlue.com
That’s why Facebook alone is not enough…
It’s one avenue for getting your message heard and shared
The truth is that on it’s own, email is still the
dominant channel
Copyright © 2010 Constant Contact, Inc. 8Copyright © 2011 Constant Contact, Inc.
The truth is that on it’s own, email is still the
dominant channel
Copyright © 2010 Constant Contact, Inc. 9Copyright © 2011 Constant Contact, Inc.
Email marketing drives even more sales and
referrals
Likelihood to
Recommend
64%
ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010
Likelihood to
Buy
68%
Copyright © 2011 Constant Contact, Inc.
And the ROI is pretty good too
Copyright © 2011 Constant Contact, Inc. 11
Social media extends the reach of email
marketing
12
MarketingSherpa
Email Marketing Benchmark Survey 2010
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc. 13
The Inbox and the News Feed work together
Email is still the best way to get your message heard
Social Media is the best way to get your message shared
Those using Email AND Social are seeing
results
• Faster list growth: From June
2010 through August 2011, those using both social media and email marketing saw 14.43 percent list growth, while those using only email marketing saw 8.96 percent list growth.
• Larger average list size: Those using both tactics have email lists that are 53 percent larger on average than their email-only counterparts.
• High click-through rates: The
average click-through rate for those using both email and social media marketing was 59.3 basis points higher than for those using email only.
14Copyright © 2011 Constant Contact, Inc.
15
10 Things We Can Learn From
SMB’s about Email + Social
Copyright © 2011 Constant Contact, Inc.
1. Build a marketing strategy, not a social
media strategy
16Copyright © 2011 Constant Contact, Inc.
2. Include a Social Call to Action in Your
Emails
17Copyright © 2011 Constant Contact, Inc.
3. Build Campaigns, Not Emails or Posts
18Copyright © 2011 Constant Contact, Inc.
2. Include a social call to action
3. Facebook post to support
your email
4. Re-engagement post
1. Have a clear call to action
4. Connect Your Social Sites to Email
Copyright © 2011 Constant Contact, Inc. 19
From mid-August to mid-September, Constant Cont
Customers added 1.5 Million Names to their Email lists via the
Facbook JMML App.
5. Focus Your Message
20Copyright © 2011 Constant Contact, Inc.
… Have more to say? Save it for Later
21Copyright © 2011 Constant Contact, Inc.
6. Think Mobile
22Copyright © 2011 Constant Contact, Inc.
7. Remember, just because you can, doesn’t mean
you should (tactics must be valuable and
sustainable)
23Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc. 24
Even as users grow, posts drop
7. Remember, just because you can, doesn’t mean
you should (tactics must be valuable and
sustainable)
8. Find out what your audience wants and
responds to
25Copyright © 2011 Constant Contact, Inc.
8. Find out what your audience wants and
responds to
26Copyright © 2011 Constant Contact, Inc.
9. Create a great customer experience
27
You Must Provide a
Great Customer Experience
There is No Marketing Cure for Sucking
Copyright © 2011 Constant Contact, Inc.
10. Rinse and Repeat
28Copyright © 2011 Constant Contact, Inc.
Questions?
Copyright © 2011 Constant Contact, Inc. 29
Josh Mendelsohn
Constant Contact, Inc.
Email: jmendelsohn@constantcontact.com
Twitter: @mendelj2
www.constantcontact.com
www.socialquickstarter.com
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