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

2. Whats 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 CONFIDENTIAL Copyright 2011 Constant Contact Inc. 3 10.5 MILLION Twitter impressions 80,000 Twitter impressions 18 MILLION Twitter impressions 4. CONFIDENTIAL Copyright 2011 Constant Contact Inc. 4 Doesnt have to be fancy 5. CONFIDENTIAL Copyright 2011 Constant Contact Inc. 5 Social is a channel, not the strategy Integrate social media into your PR strategy Social media helps to scale, but its not a replacement for knowing your industry Concentrate your efforts on the right influencers, not just the biggest or the loudest. 6. Its not all about the big fish CONFIDENTIAL Copyright 2011 Constant Contact Inc. 6 Theres lots of other fish in the sea 7. Who Influences the Influencers? CONFIDENTIAL Copyright 2011 Constant Contact Inc. 7 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 CONFIDENTIAL Copyright 2011 Constant Contact Inc. 8 9. CONFIDENTIAL Copyright 2011 Constant Contact Inc. 9 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