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Slelley Roth, of Springboard Social Media, shares wisdom, tips and tricks with the Entrepreneurs Strategic Interest Group (ESIG) of IABC Houston.
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Social Media Marketing Made Simple
A Best Practices and Strategy Overview
Shelley Roth Springboard Social Media
Trainer | Consultant | Speaker | Author
http://shelleyroth.com
Constant Contact Solution Provider
Marketing Today = Building
Relationships
Email marketing
Trusting relationships
Nurture early relationships
Encourage broader relationships
through SMM
Social media marketing
Uses your raving fans to acquire
new customers
Connect with prospects
Encourage deeper relationships
through EM
3 Steps to Building Relationships
Copyright © 2011 Constant Contact, Inc. 3
Step 2:
Connections that enable
ongoing dialog
Prospects
Customers
Step 1:
Great customer
experience
You
Step 3:
Content that engages
and spreads
Followers
Friends
Friends
Followers
What are Social Networks?
What Is Social Media Marketing?
Copyright © 2010 Constant Contact, Inc.
Social Media is the New Word of Mouth
5
Source: Neilson Global Trust
in Advertising Survey, 2007
Copyright © 2010 Constant Contact, Inc.
ENGAGEMENT is KEY
Copyright © 2010 Constant Contact, Inc. 6
ENGAGE It’s all about ur relevance..
why should I share, comment, like?
W.I.I.F.M.?
# of LIKES on Facebook Page not important “Talking About This” (comments, shares, likes,
events)
Consumers Have Control
Copyright © 2010 Constant Contact, Inc. 7
Goal of Marketing now: “Get found” by customers who are looking
+ TOMA Top of Mind Awareness!!
Marketing Must Adapt
Five Types of People:
Leverage Relationships to Inspire Engagement
Copyright © 2010 Constant Contact, Inc. 8
8
Suspects Customers
Disinterested Prospects Raving Fans
Social Media Marketing Is…
Building your social network
of fans, followers, and connections, using
Relevant and interesting content that is shared,
allowing you to
Reach and engage more people and
Drive more business.
Social Networking , a Fad?
Social Media Revolution
Be Where Your Customers Are
Copyright © 2010 Constant Contact, Inc. 11
Social Networks
Content Sharing
Reviews & Ratings Sites
Location-Based Services
Social Bookmarking
The sites that your customers and members are using
The sites that your partners & suppliers are using
The sites that your competitors are using
Creating a Presence
Look good! Be polished
and professional
Complete your business
profile
Description
Contact information
Website URL
Join My Mailing List
Brand your presence
Logo, pictures,
background, videos
Add starter content
Copyright © 2010 Constant Contact, Inc.
Example:
Belleville Farmer’s Market
Copyright © 2010 Constant Contact, Inc.
Copyright © 2010 Constant Contact, Inc.
15
16
17
18
Dingo
Dingo had 330 Likes on
Facebook & 8,934 Email
subscribers
They wanted to get to
5,000 Likes & add more
email Subscribers
Dingo decided to launch
their own “Groupon”
Campaign
19
Copyright © 2010 Constant Contact, Inc.
Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
20
Brand your email!
Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
21
Copyright © 2010 Constant Contact, Inc.
Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
Dingo had its fans join
their email list through
the CTCT Facebook App
22
Copyright © 2010 Constant Contact, Inc.
Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
Dingo had its fans join
their email list through
the CTCT Facebook App
Dingo kept their fans up
to date on their progress
Copyright © 2010 Constant Contact, Inc.
23
Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
Dingo had its fans join
their email list through
the CTCT Facebook App
Dingo kept their fans up
to date on their progress
Dingo’s fans shared their
campaign through social
networks and on their
own Blogs
Copyright © 2010 Constant Contact, Inc.
24
Dingo
Dingo now has 6,329 Likes and 14,140 Subscribers
It took them 3 days!
Copyright © 2010 Constant Contact, Inc.
25
Building Your Network
Use a variety of ways to expand
your network:
1. Send an invitation to your email list
2. Add interactive social icons to your
Website
Email Campaigns (in a sidebar, in the
footer)
Outgoing Email Signature
Business Card*
Printed Collateral: mailers, flyers,
invoices, etc.
3. Put a sign in your storefront window
4. Add a message to your voicemail
5. Include a note on point-of-sale
receipts and house coupons
*http://brandyoumadeeasy.com
26
The Swinery is a
specialty butcher shop
in Seattle
They sent an email
newsletter to 3,765
subscribers
Received 816 opens
(22%)
But it was viewed an
additional 485 times &
”liked” by 181 readers
Represents a 60%
increase in reach
Measuring Effectiveness: The Swinery
Copyright © 2010 Constant Contact, Inc. 28
Managing Your Time and Activities
Managing Your Time
Do it Daily, But Don’t Overdo It
Advice from Gail Goodman,
CEO of Constant Contact:
“Keep your time spent in check;
doing social media right
does not mean doing it a lot.”
It is important to stay active! 15 minutes a day, 3 times a week is
more than most small businesses.
If you communicate too much people might not think you are
serious about your business
Copyright © 2010 Constant Contact, Inc.
Popular Tools Used To
Monitor and Manage your Time
Popular time management and monitoring tools include:
Google Alerts
HootSuite
TweetDeck
RSS
NutshellMail
Copyright © 2010 Constant Contact, Inc. 30
Interact From One Place = Your Inbox
31
NutshellMail: Efficiently Monitor Activity
Copyright © 2010 Constant Contact, Inc.
Use NutshellMail to Engage,
on Your Time
Track your Page Insights
Reply from your Inbox
32
Read Fan comments
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Copyright © 2011 Constant Contact, Inc.
Time Saving Tools
Copyright © 2010 Constant Contact, Inc. 33
http://twentyfeet.com Snapshot of all social media
sites
http://hootsuite.com preschedule/manage
updates
http://ping.fm preschedule updates
http://nutshellmail.com Manage + monitor your
brand via proactive email summary
http://bit.ly – schedule/track/shorten urls
www.google.com/alerts -monitor what is being
said about you, your company, competition
In A Pickle Restaurant -
Customer Success Story
In a Pickle Video
Rule to Live By with Social Networks
Copyright © 2010 Constant Contact, Inc. 36
IF you DON’T want it PUBLIC, DON’T post it
Copyright © 2010 Constant Contact, Inc. 37
Next Steps
Take the Next Step
Sign up for a free Email Marketing trial. Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Sign up today! Provide your card and we’ll follow up. or
Call toll-free: 866-876-8464
Email + Social =
Success, Guaranteed.
Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts. constantcontact.com/learning-center
Get a Social Media Quickstart! Get started building connections through social media marketing, today! socialquickstarter.com
Copyright © 2011 Constant Contact, Inc.
Business is Personal
• “Trust Economy” is built on networks of like-minded people
• Trust is the new Currency!
• Join groups with similar interests, and stay informed
–Use your real name
–Don’t beat your own drum
–People read your digital body language
Stop thinking Sales… Start thinking Relationships
Monthly Social Media Support Program 1st Monday of each month 11-12:30
Dynamic + Information Packed Social Media training + Q&A
Webinar + Secret FB Group
• Stay Current with social media marketing integration and mastery • Grow your Business and your Revenue • Share, collaborate and support one another. Meet and engage with like
minded people
$28 per month OR Sign Up TODAY $19 Next session is Feb. 6th.
BONUS: Receive recordings of first 2 sessions on Timeline and LinkedIn
Springboard Insider Circle Social Media Support Group
NEW: Springboard Insider
Circle
Springboard Webinars + Workshop + Plans
Develop a Social Media Roadmap-(Strategic Plan for your Business)
Private Training + Consulting on Social Media Business Strategy-Starter Package
“How To” Classes on Facebook, LinkedIn, Google+ and QR Codes
Facebook Custom Landing/Welcome Page $199
Brand You-Social Media Portal-$200
“Care and Feeding” of your Social Media Network-starting at $350/month
Copyright © 2011 Constant Contact, Inc. 41
Upcoming Events + Newsletter
Jan. 25th, I’m on LinkedIn, Now What? The Egg and I Restaurant, Katy Freeway/Bingle. $35
Feb. 6th, Webinar-Social Media Insider Group
Feb 22nd, Facebook, QR Codes, Social Media Marketing Made Simple…..Marriot Airport Location $20
Join a Facebook Mastermind Group Email sroth@shelleyroth.com for details-4 businesses for 12 weeks
Video Newsletter: Springboard Social Media Video Tips: Sign Up for Video Newsletter
Constant Contact Events Calendar
Springboard Calendar of Events
Copyright © 2011 Constant Contact, Inc. 42
Buy the Book Today….$15 Cash or Credit Card (squareup.com) Available on Amazon
QUESTIONS
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Copyright © 2011 Constant Contact, Inc. 45
Thank You & Questions
Shelley Roth Social Media Trainer | Consultant | Speaker
http://shelleyroth.com
sroth@shelleyroth.com
http://fb.com/springboardworks
http://twitter.com/@springboardw
http://www.linkedin.com/in/shelleyroth
http://youtube.com/springboardw
Sign Up For Social Media Video Tipster Newsletter
www.constantcontact.com/houston
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