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Social Media Marketing Made Simple
A Best Practices and Strategy Overviewfor Small Business and Non-profits
Presented by:
Cara A. Grassie, President
Cara A. Grassie Communications, Inc.
Our Agenda
What Is Social Media Marketing?What Is Social Media Marketing?
Why Market Using Social Media?
Doing It Well: Best Practices for Social Media Marketingfor Small Business
"Connections
"Engaging Content"Engaging Content
"Connections
Managing Your Activity and Time
Next Steps
Copyright © 2010 Constant Contact, Inc. 3
Social Media Marketing:What is It and Why Do It?
Copyright © 2010 Constant Contact, Inc. 4
Why Do We “Market”?
MoreMore…
" Customers" Clients
We WantMore!
" Clients" Volunteers" Donors/MembersDonors/Members" Brand Awareness" Sales" Time in the day!
Copyright © 2010 Constant Contact, Inc. 5
New Tools Have Changed the Shape ofSmall Business Marketing
Important Tools for Marketing My Business
51%
64%
88%
92%
Event Marketing
In person
Email marketing
Website
Important Tools for Marketing My Businessn=4,459, U.S. Small Businesses
29%
40%
41%
44%
51%
51%
Blogs
Telephone
Direct mail
Online advertising
Event Marketing
10%
16%
20%
26%
27%
29%
Other
YouTube
Online surveys
Blogs
Find Social MediaTool Important
4%
5%10%
0
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
MySpace
MeetupTool Important
51% Facebook29% Blogs27% LinkedIn
Copyright © 2010 Constant Contact, Inc. 6
Source: Constant Contact 2010 Small Business Attitudes & Outlook Survey, Feb-Apr; 29% sole proprietor; 62% 1 to 25 employees; 9% over 25 employees27% LinkedIn26% Twitter16% YouTube
Five Types of People:Leverage Relationships to Inspire Engagement
SuspectsCustomers
DisinterestedProspectsRavingFans
Copyright © 2010 Constant Contact, Inc. 7
7
p
Social Media Marketing Is…
Building your social networku d g you soc a et o
of fans, followers, and connections,using
Relevant and interesting contentthat is shared, allowing you to
Reach and engage more peopleand
Drive more business.
Concerns? You Are Not Alone
Social Media Marketing looks interesting, but…I ill h illi 5 000I will never have a million customers or even 5,000….
Using new, inbound marketing tools sound great,Using new, inbound marketing tools sound great,but…I will never write Thought Leadership articles….
Paying attention to what’s being said on socialmedia sounds useful, but…I’ll never have a dedicated staff to do it right…I ll never have a dedicated staff to do it right…
I hear about new tools and networks everyday,but
Copyright © 2010 Constant Contact, Inc. 9
but…I just don’t have the time to stay current
What You DO Have is Powerful
You can successfully market yoursmall business or associationbecause you have…
• Loyal, happy customers
• An excellent customer• An excellent customerexperience
• Interesting and importantthings to say!
Copyright © 2010 Constant Contact, Inc. 10
Doing It Well:Best Practices for Small BusinessSocial Media Marketingg
# Connections:Kick-starting your following , and usingcontent that inspires engagement
# Engaging Content:Engaging Content:Creating a Presence
# Conversations:Practical Monitoring and Measurement
Copyright © 2010 Constant Contact, Inc. 11
Set Reasonable Goals and Expectations
Leverage your excellentcustomer experience for SocialpMedia success
#Drive engagement (action)#Drive engagement (action)
#Encourage repeat business
#Encourage referrals#Encourage referrals
#Get online endorsements
#Reach new customers throughReach new customers throughonline, word-of-mouth marketing
Copyright © 2010 Constant Contact, Inc. 12
In A Pickle: Increase Sales, Build Community
In A Pickle is a local favoritet t i W lth MArestaurant in Waltham, MA
But, they are everywhere on the Web
I A Pi kl d kl l ttIn A Pickle sends a weekly newsletterto update customers of special deals,new menu items, and events
Th i l di t i tThey use social media to experiment,push on-the-fly specials, get feedbackfrom customers & build community
They credit Email as the Hub thatThey credit Email as the Hub thatbrings everything together
Dingo: Build Community and Contacts
Dingo, a pet supplyt E ilcompany, sent an Email
Campaign to 8,934subscribers
Di h d th ffDingo shared the offer onFacebook and Twitter
Dingo had its fans jointh i il li t th htheir email list throughthe CTCT Facebook App
Dingo kept their fans upto date on their progress
.CGAH GHN B;J
)#'&* 2CD?J ;G> %(#%($ 6L<J=IC<?IJto date on their progress
Dingo’s fans shared theircampaign through socialnetworks and on their
1K KHHD KB?F ' >;OJ!networks and on theirown Blogs
The Currier Museum of Art:Patron Engagement
The Currier Museum of Art usesi l di k ti isocial media marketing in
conjunction with emailmarketing to keep in touch withmembers and relay anyi f ti i f i linformation in a professional,timely manner.
The museum encouragesl t t t f i lpeople to tweet from special
events in order to sharediscoveries and informationwith other patrons/Followers
Social Media Marketing engagespeople who are already involvedin the museum, but alsomotivates new patrons to visitmotivates new patrons to visit
Connections
Copyright © 2010 Constant Contact, Inc. 16
Be Where Your Customers Are
6H=C;E
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,HHDF;IDCGA?K H J 6 ; A ;K AJ 6 K?J 6? =?J HH ; A
"The sites that your customers and members are using
" The sites that your partners & suppliers are using
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" The sites that your competitors are using
Discover Preferred Channels
Your Contacts Want To Add social icons to email
Keep In Touch, but ontheir terms
campaigns to define youraudience’s preferred channels
)7.46
*.01/995
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Kick-start Growth: Use Your Email List
Announce your new presencein your newsletter with a clearCall-to-Action
Include standard links in everyemail so subscribers can shareyour content
Include social media sign upicons in every email so subscribers
j i i l itcan join you on your social sites
Copyright © 2010 Constant Contact, Inc. 19
Look Professional
Complete your businessprofile
# Description
# Contact information
# Website URL
# Join My Mailing List
Brand your presencey p# Logo, pictures,
background
Add starter contentAdd starter content
Copyright © 2010 Constant Contact, Inc. 20
Focus your Presence
Make your social presence a reflectionf b i / i tiof your business/organization.Don’t blur personal and professional use.
Be transparent.New users should immediately identify what you do.
“Stick to Your Knitting.”Deliberately choose your expertise and areasDeliberately choose your expertise and areasof engagement.
Put the social in the social media.Be broad and informal and have fun!Be broad and informal…and have fun!
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23
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Copyright © 2010 Constant Contact, Inc. 26
Engaging Content
Copyright © 2010 Constant Contact, Inc. 27
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 pagesp g g p g
– Blogs (yours and others’)
– Websites (yours, and others in your area of expertise)
– Product or service reviewsoduct o se ce e e s
– Thought-provoking discussions that inspires dialogue
– Relevant videos, photos, podcasts
Copyright © 2010 Constant Contact, Inc. 28
Content is King!
Content is the feederof social networks
# Write great content once, thenbroadcast it Create sound bites forbroadcast it. Create sound bites forshorter media.
# The best content inspires sharing:a word of advice or one sentencea word of advice or one sentencecan go a long way!
# Original, personalized content isimportantimportant
# Less is more! Short content is best,one idea at a time. You can alwaysshare links to more.
Copyright © 2010 Constant Contact, Inc. 29
Make Content Shareable/Broadcast-able
Copyright © 2010 Constant Contact, Inc. 30
Content Reuse: Focus HR
Copyright © 2010 Constant Contact, Inc. 31
Content Reuse: Krista Photography
More than 500 million active usersFacebook Statistics 2010Facebook Statistics, 2010
U.S. users spend 1/3 of their onlinetime on FacebookMorpace, “Omnibus Report.” 2010
________________________________
Create a Business Page
# Recruit fansRecruit 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 © 2010 Constant Contact, Inc. 33
Copyright © 2010 Constant Contact, Inc.
36
160 million registered usersTwitter.com
51% of active Twitter usersfollow companies brands orfollow companies, brands orproducts on social
Twitter Usage In America: 2010, Edison
Research
_____________________________
Engagement Through Sharing
# Share links to interesting content &ask for feedback
# Tweet a survey or poll
# Send Direct Messages (DMs)# Send Direct Messages (DMs)
# Retweet content from people you arefollowing
Copyright © 2010 Constant Contact, Inc. 40
Basic Anatomy of a Twitter Feed
Basic Info, Link, Description
Avatar – Logo or Photo
Logo
Y H dlYour Handle
Most Recent & Past Tweets
Followers and Following
Who They are Following
Copyright © 2010 Constant Contact, Inc. 41
81% of Business to Businessmarketers are using LinkedInmarketers are using LinkedInB to B Magazine
33% of Non-profits and 52% ofAssociations using LinkedInNonprofit Social Network Survey Report, 2009
________________________________
Manage your professional contactsg y pand relationships
# Find individuals you knowin a professional capacity
# Join networks or groupsg pby industry, geography, or work history
# Participate in discussions
# Recruit attendees to your events
# Invite people to join your mailing listp p j y g
Copyright © 2010 Constant Contact, Inc. 42
Basic Anatomy of a LinkedIn Profile
N L ti B i St t
Communication Options
Name, Location, Basic Stats
LogoYour Photo or Your Logo
Work Experience, Now & Then
Information You Share
Your Network and Other InfoTweets, Blog Posts,Recommendations,etc.
Copyright © 2010 Constant Contact, Inc. 43
Building Your Network
Use a variety of ways to expandyour network:your network:
1. Send an invitation to your email list
2. Add interactive social icons to your
# Website
# Email Campaigns (in a sidebar, in thefooter)
# Outgoing Email Signature
# Business Card
# Printed Collateral: mailers, flyers,yinvoices, etc.
3. Put a sign in your storefront window
4. Add a message to your voicemailg y
5. Include a note on point-of-sale receiptsand house coupons
Copyright © 2010 Constant Contact, Inc. 44
How Social Networks Grow: Boloco
http://www.youtube.com/watch?v=S-H-p5dA5N4
Copyright © 2010 Constant Contact, Inc. 45
Conversations
Copyright © 2010 Constant Contact, Inc. 46
Social Media Dos: Be the Expert
Focus on the content:h k l d lshare knowledge so people care
# It’s not about you.
# It’s about what you know.
Trade useful information for attention
# Will people talk about it when out with friends?
# Will people look forward to your nextWill people look forward to your nextcommunication?
# Will they be inspired to share/tweet/commenton this information?
Inspire trust by filtering the noise
# Be an expert.
# Clearly convey your area of expertise# Clearly convey your area of expertise.
Copyright © 2010 Constant Contact, Inc. 47
Dealing With The Positive
Positive comments are an opportunity tointeract and help spread the messageSocial networks can be a convenient wayfor people to share interest, excitement.
1. Comment back
2. Answer questions.
3. Share comments (content!) in other Source: Yelp aggregate rankings ofb i S b 2009marketing channels.
4. Possibly reward people who took the( ff )
businesses, September 2009
time to post a positive comment (offline).
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Engagement Starts with You!Start Conversations, Say Thank You
49
Make Online ConversationsPart of Your Presence
1GMCK? >CI?=KCHG ;G> @??><;=D# ;G> I?;EEO 2167/4
50
Social Media Don’ts
What NOT to include in yourFacebook, Twitter, and LinkedInUpdates.
# Don’t pitch.
# Don’t overtly self-promote.
# Don’t offer incentives to getDon t offer incentives to getreviews or sharing.
# Don’t stray from your areas ofbusiness into: personalbusiness into: personalinformation, politics, sports,religion, etc.
Copyright © 2010 Constant Contact, Inc. 51
Turning Negativity into aGreat Customer Experience
Negative comments are inevitable:S i l k b iSocial networks can be a convenientway for people to vent frustrations.
1 Always reach out to the customer1. Always reach out to the customer.# Pick up the phone if possible# Use a private message, email, or DM
2. Let your network know that you areaddressing the issue.
# Respond! Show that you are listeningand respond positively, publically
3. Always seek to satisfy and delight,not defend.
Copyright © 2010 Constant Contact, Inc. 52
Managing Your Time
# Managing Your Time and Activities
Copyright © 2010 Constant Contact, Inc. 53
Do it Daily, But Don’t Overdo It
A word of advice from GailGoodman,CEO of Constant Contact:
“Keep your time spent in check;doing social media right
does not mean doing it a lot ”does not mean doing it a lot.
# It is important to stay active!15 minutes a day 3 times per15 minutes a day, 3 times perweek is more than most smallbusinesses.
2010 Small BusinessAttitudes & OutlookSurvey
Copyright © 2010 Constant Contact, Inc. 54
What Should I Monitor?
1. Your Brand. Think about all its possible spellings/configurations.For example: Far and Away Bicycles, Far&Away, Bicycles, Bikes, etc.
2. Your competitors. Spot successful tactics being used by others in yourindustry (and the not-so-successful)industry (and the not so successful)
For example: Does the pizzeria down the street tweet daily?Do the other consultants in your area of expertise have LinkedInprofiles?profiles?
3. Categories, topics, and keywords of your business.For example: Pets, Dog Day Care, Cat, Dog, Pet-sitting, Animals, Rescue,p g y g getc.
4. The experts and influencers in your business.
Copyright © 2010 Constant Contact, Inc. 55
Popular Tools Used ToMonitor and Manage your Time
Popular time management and monitoring tools include:
# Google Alerts
H tS it# HootSuite
# TweetDeck
SS# RSS
# NutshellMail
Copyright © 2010 Constant Contact, Inc. 56
NutshellMail: Efficiently Monitor Activity
Interact From One Place = Your Inbox
57
Monitor Activity with NutshellMail
Track your Page Insights
NutshellMail also supports:
With more to come soon…..
Read Fan comments
Reply from your Inbox
Measuring Success
# Defining Social Media Marketing Successfor Small Businesses and Organizationsg
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Measuring the Impact of Social Media
To begin, look at:
# What is being said about you?
# Are you seen as an expert?
# How well are you engaging withy g g gexisting experts?
# Are you reaching new customers enmasse?
# How are you reaching specificcustomers?
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Social Media Successfor Small Business and Organizations
Test to learn what works!
# Set up specific engagementcampaigns to track social mediaprograms that drive to your website(G l l ti )(Google analytics)
# How many have read your blog?
# Watch how many are clickingon the social media iconsin your own emails.
# Encourage and track how manypeople are joining your list fromsocial media.
Social Media Marketing
Industry Report 2010
# Monitor Twitter for mentions andretweets; reward those influencers.
Copyright © 2010 Constant Contact, Inc. 61
ToeSox: Engagement Campaign toIncrease Sales and Channel Awareness
Toesox creates socks with a five-toe design,activating muscles for better balance andactivating muscles for better balance andposture
Toesox uses Constant Contact EmailMarketing and is active on Facebook TwitterMarketing, and is active on Facebook, Twitter,and YouTube
Their October 2010 Email MarketingN l tt f t d th f ll i tiNewsletter featured the following promotion:
Save 15% on all Toesox until October 31,2010
Save 20% when you Like us on Facebook
Sara Snyder of Toesox states: “Response has
Copyright © 2010 Constant Contact, Inc.62
been great! In eight months, we’ve grownfrom 300 to 1900 Facebook Friends.”
Measuring Effectiveness:The Swinery
The Swinery is aThe Swinery is a
speciality butchershop in Seattle
They sent an emailnewsletter to 3,765subscribers
Received 816 opens(22%)
B i i dBut it was viewed anadditional 485 times &”liked” by 181 readers
Represents a 60%increase in reach
A True Story:A True Story:“I love nails!”“I love nails!”I love nails!I love nails!
Copyright © 2010 Constant Contact, Inc. 65
A True Story:,# ')+% ($&'*"-
Questions?