Erica Ayotte, social media manager at Constant Contact presented a case study on how Constant Contact is working with online influencers to support their business.

1. CONFIDENTIAL Copyright © 2011 Constant Contact Inc.
Influencer Relationship
Management
Erica Ayotte
Social Media Manager
January 2012

2. What’s Influence Got To Do With It?
CONFIDENTIAL Copyright © 2011 Constant Contact Inc. 2
Maximizes your brand awareness (visibility)
Helps you build trust faster (affinity)
Makes you “guilty” by association (branding)
High Value, Low Volume
WOMM

3. Big Influencers Can Drive Big PR Results
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10.5 MILLION
Twitter impressions
80,000
Twitter impressions
18 MILLION
Twitter impressions

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Doesn’t have to be fancy

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Social is a channel, not the strategy
Integrate social media into
your PR strategy
Social media helps to scale,
but it’s not a replacement
for knowing your industry
Concentrate your efforts on the right influencers,
not just the biggest or the loudest.

6. It’s not all about the big fish
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There’s lots of other fish in the sea

7. Who Influences the Influencers?
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Big fish, small pond
Your reputation can be
a groundswell
High volume, less
individual “value”

8. Ask not what your followers
can do for you…
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Two Pronged Approach
•Integrate social into PR
•Long tail ROI
•1:1 relationships
•Tell your story
Low volume, high value
•Community management
•Steady generosity
•1 to many balancing
•Advocates & Defenders
High volume, less value
Influencer Management