This document discusses effective contact management. It begins by introducing the presenter, Art Lee, and his experience in digital marketing. It then discusses how contacts are the most valuable asset for most businesses but are poorly managed. It provides tips on segmenting contacts and targeting them with customized messaging. Tools for contact management are then reviewed, including spreadsheets, email programs, Salesforce, and Mailchimp. Mailchimp is demonstrated in more detail. The key lessons are to keep contact management simple, allow for segmentation and tracking, and test campaigns on focused niches.

1. TOOLS FOR
EFFECTIVE
CONTACT
MANAGEMENT
Art Lee
Founder, Internet Marketing Coach

2. AGENDA 2
YOUR MOST PRECIOUS ASSET
• Importance of Contact • Implement in your
Management marketing
• Tools and Strategies • Social Media, Email
Marketing, List Building,
etc.

3. INTRODUCTION 3
ART LEE
‣ Seasoned digital marketer with extensive
experience in leading and managing technical
projects across APAC and U.S. He has both
extensive technology and business skills which
are both required to effectively manage any
digital marketing campaign and to ensure
business objectives are met. The skills that are
most valued by clients is his ability to listen and
to create solutions.

4. PURPOSE 4
“Businesses are more
focused on immediate
results. Contact
management should be
ongoing and has potential
for huge results.”
-Art Lee

5. DISCLAIMER 5
Technology changes
frequently. Some concepts
presented may not work as
explained.
It is recommended to
research and test to ensure
actual results.

6. Facebook for Business
PERSPECTIVE

7. PERSPECTIVE 7
THE MOST DREADED TASK
From a recent poll of local businesses in 2012:
Over 92% of local businesses stated their contact database is their most valuable
asset.
BUT
Less than 8% are happy with how they are currently managing their contacts.
AND
Less than 13% have actually created an effective system to manage their
contacts

8. PERSPECTIVE 8
FUNNEL GOALS

9. PERSPECTIVE 9
TARGETING CONTACTS
• The Most Defining Action of your Campaign
• Target content (event, survey, article,
video, etc.)
• Digital Analytics
• Trial and Error

10. PERSPECTIVE 10
CUSTOM MESSAGING
Email Messaging directed to target audience:
Target - SME: Tools for Contact Management (focus on DIY)
Target - Potential Partners: “Increase customer acquisition via contact
management” (focused on lead generation)

11. PERSPECTIVE 11
GOAL: SEGMENT & TARGET
• Most will mass email all contacts or a simple subset
• Contact management is a lot of work
• If segmentation practiced, then targeted message will yield better
results
• Segmentation to a master database and then propagate to all
marketing campaigns

12. DEFINE
COMMUNITIES

13. DEFINE COMMUNITIES 13
WHY?
Understanding which
communities of people you
want to reach makes it easier
to target the marketing
channels used to deliver your
message

14. DEFINE COMMUNITIES 14
1) Think about how and what you Promote events:
will communicate. ‣ Use emails
‣ Facebook messaging
‣ Meetup.com email event
notifications
2) Think about who you want it to ‣ SMEs (Hong Kong)
reach. ‣ Businesses offering services to
other businesses
‣ New/startup business

15. DEFINE COMMUNITIES 15
TARGET DIGITAL CHANNELS

16. DEFINE COMMUNITIES 16

17. DEFINE COMMUNITIES 17
TIPS ON SOCIAL MEDIA
Are target customers using social media. If so, how?
Used for personal, business or both?
Segmented contacts within Social Media?
Avoid over feeding news
(Emails, Facebook feed, Facebook Messaging)

18. DEFINE COMMUNITIES 18
FACEBOOK SEGMENT

19. DEFINE COMMUNITIES 19

20. DEFINE COMMUNITIES 20

21. DEFINE COMMUNITIES 21
TWITTER SEGMENTS

22. DEFINE COMMUNITIES 22
EASIER TO READ/TRACK

23. DEFINE COMMUNITIES 23
EASIER TO READ/TRACK

24. DEFINE COMMUNITIES 24
TWEET TO A LIST

25. DEFINE COMMUNITIES 25
RULES OF ENGAGEMENT
Email Best Permission Based Marketing DO NOT Abuse
Limit point of contact and make it relevant
Do not share/sell contact information
Limit your Post exposures on Social Media
Provide Unsubscribe Option
Care for your contacts as once they hate your emails you are wasting
your time

26. Define your communities
EXERCISE

27. DEFINE YOUR COMMUNITIES 27
SAMPLE SEGMENTATION
Prospects – Promote Specials, Discounts Events
Current Customers – Promote VIP events, offers cross sell
Past Customers – Promote extended offers, discounts
Location – Hong Kong– Promote partnerships
Location – Singapore – Promote Lead Referrals
Vendors – Promote partnerships and offers
Business Partners – Share network resources

28. DEFINE YOUR COMMUNITIES 28
CREATE SEGMENTS/
CATEGORIES BREAK INTO GROUPS OF 3 OR MORE
1. Come up with a list of segments/categories
that make sense for your business
2. Identify how you would market to them
A CLOSER LOOK GOAL 3. Keep in mind, type of content used
Goal: To understand how you look at your contacts on a
business and personal level.

29. Compiling contacts
ONE
APPROACH

30. COMPILING CONTACTS 30
WHAT DO YOU DO?
Social
Business Linkedin/ Media
Cards Facebook
Channels
Contact
Database Groups Newsfeeds
Email List Customer
Campaigns Building Service Prospecting

31. COMPILING CONTACTS 31
BUSINESS CARD COLLECTION

32. COMPILING CONTACTS 32
Ask to
connect or
send
email.

33. COMPILING CONTACTS 33

34. COMPILING CONTACTS 34

35. COMPILING CONTACTS 35

36. COMPILING CONTACTS 36
EXPORT TO CSV

37. CONTACT MANAGEMENT
A LOOK AT
TOOLS

38. A LOOK AT TOOLS 38
SPREAD SHEETS
• Can be any spreadsheet
program
• Flexible to manipulate
multiple fields
• Import and export CSV
files to any system

39. A LOOK AT TOOLS 39
EMAIL PROGRAMS
• Categories/
Segmentation
• Add contacts
immediately
• Export to CSV

40. A LOOK AT TOOLS 40
OUTLOOK CATEGORIES

41. A LOOK AT TOOLS 41
SALESFORCE
• Segmentation, lead
management
• Social media integration still
improving

42. A LOOK AT TOOLS 42
MAILCHIMP
• Track, Analyze, Segment
• Connection to Social
Media and custom
templates

43. A LOOK AT TOOLS 43
SH*T MORE CHOICES..

44. A LOOK AT TOOLS 44
BEST PRACTICES
Keep it simple
Social Media Integration still yet to be effective
Free is not always good
Must be able to track campaigns and analyze what’s going on
Must be able to segment your contacts effectively
Whatever you feel comfortable with, learn it and use it well

45. CONTACT MANAGEMENT
MAILCHIMP
WALKTHRU

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FREE! WE LOVE IT!

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MANAGE YOUR TEAM

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57. 57
FINAL TIPS
You don’t have to be everything to everybody
Select several niches and test several campaigns, split testing
Find the Hot Customers, increase contact right away
Identify V.I.P. Fans, Help them to help you
Keep campaigns targeted and very focused

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DISCUSSION
TIME

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Q&A