Social Media Marketing Made Simple SEP 2012

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Here is the deck for the "Social Media Marketing Made Simple"

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  • 1.Social Media Marketing Made SimpleA Best Practices and Strategy Overviewfor Small Business and Nonprofits

2. Contact InformationHoward Flint Local ExpertGhost Partner Content Creation and Managed MarketingHoward@GhostPartner.com404-537-2166 xt. 2 Facebook.com/GhostPartner LinkedIn.com/in/GhostPartner @GhostPartner Insight Provided by KnowHowVisit: www.constantcontact.com/learning-center2 3. Tweeting during the event is ENCOURAGED Copyright 2012 Constant Contact, Inc. 4. Our AgendaWhat Is Social Media Marketing?Why Market Using Social Media?Doing It Well: Best Practices for Social Media Marketingfor Small Business Connections Engaging Content ConversationsManaging Your Activity and TimeNext Steps Copyright 2012 Constant Contact, Inc. 5. Social Media Marketing:What is It and Why Do It?Copyright 2012 Constant Contact, Inc. 6. Why Do We Market? MoreCustomersClientsWe Want More!VolunteersDonors/MembersBrand AwarenessSalesTime in the day!Copyright 2012 Constant Contact, Inc. 7. New Tools Have Changed the Shape ofSmall Business Marketing Tools Used to Market My Business Facebook96%Twitter76% LinkedIn62% Video Sharing53%Photo Sharing38% Review Sites 35%Find Social Media Tool Effective*Location-Based Services 25% 86% Facebook Local / Daily deals24% 71% Video Sharing 19% 60% TwitterMySpace 55% LinkedIn 45% Local / Daily Deals Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972;30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combinedfor market-level analysis; Approximately one-half of all respondents are either a soleproprietor or have 1-4 employees. Copyright 2012 Constant Contact, Inc. 8. Five Types of People:Leverage Relationships to Inspire Engagement Raving ProspectsDisinterestedFansCustomersSuspectsCopyright 2012 Constant Contact, Inc. 9. Social Media Marketing Is Building your social network offans, followers, andconnections, using relevant andinteresting content that isshared, allowing you to reach andengage more people and drivemore business.Copyright 2012 Constant Contact, Inc. 10. How Social are you? 11. How Social are you? 12. How Social are you? 13. How Social are you? 14. How Social are you? 15. How Social are you? 16. Concerns? You Are Not Alone Social media marketing looks interesting, but I will never have a million customers or even 5,000. Using new, inbound marketing tools sound great, but I will never write thought leadership articles. Paying attention to whats being said on social media sounds useful, but Ill never have a dedicated staff to do it right. I hear about new tools and networks everyday, but I just dont have the time to stay current.Copyright 2012 Constant Contact, Inc. 17. What You DO Have is Powerful You can successfully market your small business or association because you have Loyal, happy customers An excellent customer experience Interesting and important things to say!Copyright 2012 Constant Contact, Inc. 18. Doing It Well:Best Practices for Small BusinessSocial Media Marketing Connections:Kickstarting your following, and usingcontent that inspires engagement Engaging Content:Creating a presence Conversations:Practical monitoring and measurement Copyright 2012 Constant Contact, Inc. 19. Set Reasonable Goals and Expectations Leverage your excellent customer experience for social media success Drive engagement (action) Encourage repeat business Encourage referrals Get online endorsements Reach new customers through online, word-of-mouth marketingCopyright 2012 Constant Contact, Inc. 20. In A Pickle: Increase Sales, Build CommunityIn A Pickle is a local favoriterestaurant in Waltham, MA. They areeverywhere on the web. In A Pickle sends a weeklynewsletter to update customers ofspecial deals, new menu items, andevents. They use social media toexperiment, push on-the-flyspecials, get feedback fromcustomers & build community. They credit email as the hub thatbrings everything together.Copyright 2012 Constant Contact, Inc. 21. Dingo: Build Community and ContactsDingo, a pet supplycompany, sent an emailcampaign to 8,934subscribers.Dingo shared the offer onFacebook and Twitter.Dingo had its fans jointheir email list throughthe CTCT Facebook app.Dingo gainedDingo kept their fans up6,329 Likes and 14,140 subscribersto date on their progress.Dingos fans shared theircampaign through social It took them 3 days!networks and on theirown blogs.Copyright 2012 Constant Contact, Inc. 22. Dingo: The Important Results Monthly sales grew 22%New customers account for 45% of that growth85% of new customers have continuedto buy Dingo products Copyright 2012 Constant Contact, Inc. 23. 99 Bottles: Using Social Media & Email for CustomerEngagementCustomer: 99 BottlesLocation: Federal Way, WashingtonFind Us: http://www.99bottles.net/Success Looks Like Through the combination of social media and email marketing, 99 Bottleshas been able to grow a very strong customer base. They use Facebook and Twitter to provide quickupdates about current happenings, and email to pool all the helpful information into one place.Their Success Formula: Getting to know and inform customers through email newsletters and socialmedia. Copyright 2012 Constant Contact, Inc. 24. ConnectionsCopyright 2012 Constant Contact, Inc. 25. Be Where Your Customers AreSocialContent Reviews & Location-Based Networks SharingRatings Sites Services The sites that your customers and members are using The sites that your partners & suppliers are using The sites that your competitors are usingCopyright 2012 Constant Contact, Inc. 26. Discover Preferred Channels Add social icons to email Your contacts want to campaigns to define your keep in touch, but on audiences preferred channels their termsEmailFacebookTwitterCopyright 2012 Constant Contact, Inc. 26 27. Kickstart Growth: Use Your Email ListAnnounce your new presencein your newsletter with a clear callto action.Include standard links in everyemail so subscribers can shareyour content.Include social media signupicons in every email so subscriberscan join you on your social sites.Copyright 2012 Constant Contact, Inc. 28. Look ProfessionalComplete your businessprofile Description Contact information Website URL Join My Mailing ListBrand your presence Logo, pictures, backgroundAdd starter content Copyright 2012 Constant Contact, Inc. 29. Copyright 2012 Constant Contact, Inc. 30. Copyright 2012 Constant Contact, Inc. 31. Copyright 2012 Constant Contact, Inc. 32. Focus Your PresenceMake your social presence a reflectionof your business/organization.Dont blur personal and professional use.Be transparent.New users should immediately identify what you do.Stick to Your Knitting.Deliberately choose your expertise and areasof engagement.Put the social in the social media.Be broad and informal and have fun!Copyright 2012 Constant Contact, Inc. 33. Engaging ContentCopyright 2012 Constant Contact, Inc. 34. Starter Content Information, tips, and practical advice Questions asked by your customers Links to: Archived email marketing newsletters Polls and surveys Event homepages and registration pages Blogs (yours and others) Websites (yours and others in your area of expertise) Product or service reviews Thought-provoking discussions that inspire dialogue Relevant videos, photos, podcastsCopyright 2012 Constant Contact, Inc. 35. Content is King!Content is the feederof social networks Write great content once, then broadcast it. Create sound bites for shorter media. The best content inspires sharing: a word of advice or one sentence can go a long way! Original, personalized content is important Less is more! Short content is best, one idea at a time. You can always share links to more.Copyright 2012 Constant Contact, Inc. 36. Content is not limited to words.Your organization has a story to tell. 37. Social ContentMusicPicturesOpinionWordss! 38. Perception = Reality in Social Media 39. Social = Content 40. Content = Perception 41. Content creates yourReality 42. What is STOPPING you frombeing SOCIAL for your Business? 43. CHALLENGES:#1 Creating Original Content#2 Having time to do it 44. Content is a critical new skillyou NEED to learn, to thrive in the new economy. 45. Make Content Shareable/Broadcast-able 46. Content Reuse: Krista PhotographyCopyright 2012 Constant Contact, Inc. 47. More than 900+ million active usersFacebook Statistics, 2011More than 50% of Facebook userslog on any given dayFacebook Statistics, 2011________________________________Create a Business Page Recruit fans Fill with content that is relevant to them comments, photos, videos Make settings public so your customersand prospects can find you Use as an alternate landing page for youremail Add a Join My Mailing List form to invitepeople to join your list Copyright 2012 Constant Contact, Inc. 48. Basic Anatomy of a Facebook Business PageCover photo & profile pictureRecent photos and imagesEvents or whateverPosts by You and OthersCopyright 2012 Constant Contact, Inc. 49. Copyright 2012 Constant Contact, Inc. 50. Copyright 2012 Constant Contact, Inc. 51. Copyright 2012 Constant Contact, Inc. Copyright 2012 Constant Contact, Inc. 52. Copyright 2012 Constant Contact, Inc. Copyright 2012 Constant Contact, Inc. 53. Copyright 2012 Constant Contact, Inc. 54. Copyright 2012 Constant Contact, Inc. Copyright 2012 Constant Contact, Inc. 55. Twitter 160 million registered users 100 million active usersMashable.com, 2011 60% of users follow companies, brands, and productsMediabistro.com, 2011 _______________________ Engagement Through Sharing Share links to interesting content & ask for feedback Tweet a survey or poll Send direct messages (DMs) Retweet content from people you are following Copyright 2012 Constant Contact, Inc. 56. Basic Anatomy of a Twitter FeedBasic Info, Link, DescriptionAvatar Logo or PhotoYour HandleMost Recent & Past TweetsFollowers and FollowingRecent ImagesCopyright 2012 Constant Contact, Inc. 57. 86% of B2B marketers use LinkedInChief Marketer. Social Marketing Goes Mainstream: Chief MarketerAnnual Survey Find Marketers Believe in Power of Social. 2011.There are over 75,000 Nonprofitgroups using LinkedInNonprofit LinkedIn Learning Center, 2011________________________________Manage your professional contacts andrelationships Find individuals you knowin a professional capacity Join networks or groupsby industry, geography, or work history Participate in discussions Recruit attendees to your events Invite people to join your mailing listCopyright 2012 Constant Contact, Inc. 58. Basic Anatomy of a LinkedIn ProfileName, Location, Basic Stats Your Photo or Your Logo Logo Work Experience, Now & ThenInformation You Share Communication Options Your Network and Other Info, Twitter, Websites, Recommendations, etc.Copyright 2012 Constant Contact, Inc. 59. PinterestPinterest is a pinboard-style social photo sharing website that allows users to create andmanage theme-based image collections such as events, interests, hobbies, and more.Users can browse other pinboards for inspiration, re-pin images to their own collectionsor like photos 60. PinterestPinterest is a pinboard-style social photo sharing website that allows users to create andmanage theme-based image collections such as events, interests, hobbies, and more.Users can browse other pinboards for inspiration, re-pin images to their own collectionsor like photos 61. InstagramInstagram is a free photo-sharing program and social network that was launched inOctober 2010. The service enables users to take a photo, apply a digital filter to it, andthen share it with other Instagram users they are connected to on the social network aswell as on a variety of social networking services 62. InstagramInstagram is a free photo-sharing program and social network that was launched inOctober 2010. The service enables users to take a photo, apply a digital filter to it, andthen share it with other Instagram users they are connected to on the social network aswell as on a variety of social networking services 63. How Social Content Decays: FacebookAttentionomics: Customize content Activate passionatecustomers, staff, friends, and family to re-stimulateconversationsLife of a Facebook post = 9 hours Optimize for best time 90% of clicks happen within 9 hours 50% of clicks happen within the first hourto engage Source: Momentus Media, 2011Copyright 2012 Constant Contact, Inc. 64. How Social Content Decays: Twitter Over 110 million tweetsper day! Source: Sysomos, 2011 Copyright 2012 Constant Contact, Inc. 65. Building Your NetworkUse a variety of ways to expandyour network:1. Send an invitation to your email list2. Add interactive social icons to your Website Email campaigns (in a sidebar, in thefooter) Outgoing email signature Business Card Printed collateral:mailers, flyers, invoices, etc.3. Put a sign in your storefront window4. Add a message to your voicemail5. Include a note on point-of-sale receipts and house couponsCopyright 2012 Constant Contact, Inc. 66. ConversationsCopyright 2012 Constant Contact, Inc. 67. Content has changed... 68. Content used to be One Way. 69. Now its a two way conversation. 70. Content = Engagement 71. Social Media Dos: Be the ExpertFocus on the content:share knowledge so people care Its not about you. Its about what you know.Trade useful information for attention Will people talk about it when out with friends? Will people look forward to your next communication? Will they be inspired to share/tweet/comment on this information?Inspire trust by filtering the noise Be an expert. Clearly convey your area of expertise. Copyright 2012 Constant Contact, Inc. 72. Dealing With The PositivePositive comments are an opportunity tointeract and help spread the messageSocial networks can be a convenient wayfor people to share interest, excitement.1. Comment back2. Answer questions.3. Share comments (content!) in otherSource: SocialMediaQuickstarter.com, 2011 marketing channels.4. Possibly reward people who took the time to post a positive comment (offline). Copyright 2012 Constant Contact, Inc. 73. Engagement Starts with You!Start Conversations, Say Thank YouCopyright 2012 Constant Contact, Inc. 74. Social Media DontsWhat NOT to include in yourFacebook, Twitter, and LinkedInupdates Dont pitch. Dont overtly self-promote. Dont offer incentives to get reviews or sharing. Dont stray from your areas of business into: personal information, politics, sports, religi on, etc.Copyright 2012 Constant Contact, Inc. 75. Turning Negativity into aGreat Customer ExperienceNegative comments are inevitable:Social networks can be a convenientway for people to vent frustrations.1. Always reach out to the customer. Pick up the phone if possible Use a private message, email, or DM2. Let your network know that you are addressing the issue. Respond! Show that you are listeningand respond positively, publically3. Always seek to satisfy and delight, not defend.Copyright 2012 Co...