© 2012#ctctsocial @constantcontact
supercharging yoursupercharging yourmarketingmarketing
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© 2012#ctctsocial @constantcontact2
Wendi Caplan-CarrollWendi Caplan-CarrollArea Director-NorthEast, United StatesConstant Contact
email: email: [email protected]@constantcontact.com
Facebook/wccconstantcontactFacebook/wccconstantcontact
Twitter/wendiccTwitter/wendicc
© 2012#ctctsocial @constantcontact
introduction + agendaintroduction + agenda• why and how to engage on Facebookwhy and how to engage on Facebook
• running compelling social campaignsrunning compelling social campaigns
• measure and reactmeasure and react
• resourcesresources
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© 2012#ctctsocial @constantcontact
agendaagenda• why and how to engage on Facebookwhy and how to engage on Facebook
• running compelling social campaignsrunning compelling social campaigns
• 5 steps to a great social campaign5 steps to a great social campaign
• resourcesresources
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© 2012#ctctsocial @constantcontact
what’s the best source for new business? what’s the best source for new business?
Word of MouthWord of Mouth Your customers talking to Your customers talking to
their friends and colleagues,their friends and colleagues, is the number one is the number one way for way for you to attract new customersyou to attract new customers
Word of MouthWord of Mouth Your customers talking to Your customers talking to
their friends and colleagues,their friends and colleagues, is the number one is the number one way for way for you to attract new customersyou to attract new customers
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© 2012#ctctsocial @constantcontact
word of mouth has gone socialword of mouth has gone social
Provide value
Provide value
Get more Likes
Get more Likes
Get more engagemen
t
Get more engagemen
t
Get more shares
Get more shares
Facebook is the place where people talk to each Facebook is the place where people talk to each other about their experiences, openly and oftenother about their experiences, openly and often
but how?but how?
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© 2012#ctctsocial @constantcontact
engagement marketingengagement marketingtraditional marketing
engagement marketing
FIND FIND MORMOR
EE
““flip the funnel: retention is the
flip the funnel: retention is the
new acquisition”new acquisition” -- Joe Jaffe
-- Joe Jaffe““flip the funnel: retention is the
flip the funnel: retention is the
new acquisition”new acquisition” -- Joe Jaffe
-- Joe Jaffe
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© 2012#ctctsocial @constantcontact
your pageyour page
the power of reachthe power of reach
your fans – your fans – currentcurrent reachreach
friends of your fans – friends of your fans – potential reachpotential reach
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© 2012#ctctsocial @constantcontact
why why fans are great fans are great for businessfor business
more likely to more likely to recommendrecommend
after becoming a fan after becoming a fan
more likely to more likely to buybuy
after becoming after becoming a fan a fan
Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse
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© 2012#ctctsocial @constantcontact
why why fans are great fans are great for businessfor business
Source: BrandGlue.com
never revisitnever revisit
Facebook PagesFacebook Pages
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© 2012#ctctsocial @constantcontact
getting the “Like” is a good startgetting the “Like” is a good start
Source: Jeff Widman, BrandGlue.com
of posts areof posts are
never seennever seen
in a person’s newsfeedin a person’s newsfeed
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© 2012#ctctsocial @constantcontact
what you want fans to what you want fans to dodo
likelikeyour your pagepage
shareshareyour postsyour posts
like or commentlike or commenton your on your postsposts
GOOGOODD
GOOGOODD BETTBETT
ERERBETTBETT
ERERBEBESTSTBEBESTST
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© 2012#ctctsocial @constantcontact
Facebook can be a struggle…Facebook can be a struggle…
• I don’t have the time to do Facebook marketing and my other marketing
• I don’t know what to post on Facebook or how often
• I don’t know how to get people to “like” my page
• I’m not getting worthwhile results! (am I?)
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© 2012#ctctsocial @constantcontact
posting = opportunity to engageposting = opportunity to engage
posting on your posting on your Timeline is a great
Timeline is a great first step!first step!
posting on your posting on your Timeline is a great
Timeline is a great first step!first step!
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© 2012#ctctsocial @constantcontact
how do I know what to post?how do I know what to post?• don’t think too hard• share your own conversations• know your audience
you can post effectively and
you can post effectively and
respond to comments in just
respond to comments in just
minutes a day.minutes a day.
you can post effectively and
you can post effectively and
respond to comments in just
respond to comments in just
minutes a day.minutes a day.
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© 2012#ctctsocial @constantcontact
don’t just “push” contentdon’t just “push” content• ask your fans for their opinions. • make your posts about them.
be selective. posts should
be selective. posts should
be low-volume but high
be low-volume but high
value.value.be selective. posts should
be selective. posts should
be low-volume but high
be low-volume but high
value.value.
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© 2012#ctctsocial @constantcontact
have fun with it!have fun with it!• showcase your culture• highlight personalities• be light in tone• delight your audience
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© 2012#ctctsocial @constantcontact
posting on posting on FacebookFacebook
marketing onmarketing onFacebookFacebook
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© 2012#ctctsocial @constantcontact
introduction + agendaintroduction + agenda• why and how to engage on Facebookwhy and how to engage on Facebook
• running compelling social campaignsrunning compelling social campaigns– how they workhow they work– the the Torpedo Bags Torpedo Bags experienceexperience
• 5 steps to a great social campaign5 steps to a great social campaign
• resourcesresources
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© 2012#ctctsocial @constantcontact
what’s a social campaign?what’s a social campaign?
A social campaign leverages the power of social media by running a gated promotion or offer on a Facebook Landing Page, and promoting it to your email list and social networks to engage your existing audience, attract new fans, and turn fans into customers.
A social campaign leverages the power of social media by running a gated promotion or offer on a Facebook Landing Page, and promoting it to your email list and social networks to engage your existing audience, attract new fans, and turn fans into customers.
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© 2012#ctctsocial @constantcontact
let’s see one in action…let’s see one in action…
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© 2012#ctctsocial @constantcontact
Torpedo BagsTorpedo Bagsa real-life social campaigna real-life social campaign
who/where: who/where: Torpedo Bags, located in Torpedo Bags, located in Minneapolis, MN. 11 years old, started Minneapolis, MN. 11 years old, started manufacturing their own products 3½ years manufacturing their own products 3½ years ago.ago.
goal: goal: increase Facebook fans and sales. increase Facebook fans and sales. (started with 150 fans)(started with 150 fans)
tactic: run a social campaign that offered tactic: run a social campaign that offered fans 15% off if they Liked the page.fans 15% off if they Liked the page.
Torpedo BagsTorpedo Bagsa real-life social campaigna real-life social campaign
who/where: who/where: Torpedo Bags, located in Torpedo Bags, located in Minneapolis, MN. 11 years old, started Minneapolis, MN. 11 years old, started manufacturing their own products 3½ years manufacturing their own products 3½ years ago.ago.
goal: goal: increase Facebook fans and sales. increase Facebook fans and sales. (started with 150 fans)(started with 150 fans)
tactic: run a social campaign that offered tactic: run a social campaign that offered fans 15% off if they Liked the page.fans 15% off if they Liked the page.
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© 2012#ctctsocial @constantcontact
social campaign social campaign #1: #1: 02.17.12 02.17.12 →→ 03.01.1203.01.12
““like gate page”like gate page”
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© 2012#ctctsocial @constantcontact
““reveal” pagereveal” page
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© 2012#ctctsocial @constantcontact
02.1702.17 02.2102.21 02.2402.24
promotion timelinepromotion timeline
02.1602.16
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© 2012#ctctsocial @constantcontact
social campaign #2: social campaign #2: 04.12.12 04.12.12 →→ 05.01.12 05.01.12
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social campaign #3: social campaign #3: 06.19.12 06.19.12 →→ 07.04.12 07.04.12
[run more than one social campaign!]
© 2012#ctctsocial @constantcontact
promotionpromotion
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© 2012#ctctsocial @constantcontact
results?results?
+1,400 +1,400 fansfans
$1,500$1,500[first hour][first hour]
$5,000$5,000[first weekend][first weekend]
$10,000+$10,000+[overall][overall]
““I approach Facebook much I approach Facebook much differently now. I (launched differently now. I (launched my social campaign) and I my social campaign) and I got 3 or 4 orders got 3 or 4 orders immediately that totaled immediately that totaled $1,500 in the first hour, and $1,500 in the first hour, and $5,000 over the first $5,000 over the first weekend. I post new weekend. I post new updates daily. I try to post updates daily. I try to post new videos and photos new videos and photos every 2 weeks.” every 2 weeks.”
-- Steven Kriesel, Founder-- Steven Kriesel, Founder
““I approach Facebook much I approach Facebook much differently now. I (launched differently now. I (launched my social campaign) and I my social campaign) and I got 3 or 4 orders got 3 or 4 orders immediately that totaled immediately that totaled $1,500 in the first hour, and $1,500 in the first hour, and $5,000 over the first $5,000 over the first weekend. I post new weekend. I post new updates daily. I try to post updates daily. I try to post new videos and photos new videos and photos every 2 weeks.” every 2 weeks.”
-- Steven Kriesel, Founder-- Steven Kriesel, Founder
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© 2012#ctctsocial @constantcontact
run real and measurable social run real and measurable social campaigns using custom tabscampaigns using custom tabs
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© 2012#ctctsocial @constantcontact
Step 1: build the “Like Gate Page”Step 1: build the “Like Gate Page”Step 1: build the “Like Gate Page”Step 1: build the “Like Gate Page” Step 2: build the “Reveal Page”Step 2: build the “Reveal Page”Step 2: build the “Reveal Page”Step 2: build the “Reveal Page”
how how youyou create a social campaign create a social campaign
facebookfacebook
twittertwitter
linkedinlinkedin
emailemail
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Step 3: promoteStep 3: promoteStep 3: promoteStep 3: promote
© 2012#ctctsocial @constantcontact
Step 2: go to the “Like Gate Page”Step 2: go to the “Like Gate Page”Step 2: go to the “Like Gate Page”Step 2: go to the “Like Gate Page” Step 3: go to the “Reveal Page”Step 3: go to the “Reveal Page”Step 3: go to the “Reveal Page”Step 3: go to the “Reveal Page”
what your what your audienceaudience will do will do
facebookfacebook
twittertwitter
linkedinlinkedin
emailemail
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Step 1: click on linkStep 1: click on linkStep 1: click on linkStep 1: click on link
© 2012#ctctsocial @constantcontact
the power of promotionthe power of promotion
traffic to tabs on Facebook that is driven traffic to tabs on Facebook that is driven by promotion via email, posting, and adsby promotion via email, posting, and adstraffic to tabs on Facebook that is driven traffic to tabs on Facebook that is driven by promotion via email, posting, and adsby promotion via email, posting, and ads
facebookfacebook
twittertwitter
linkedinlinkedin
emailemail
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Source: TechCrunch.com
© 2012#ctctsocial @constantcontact
Social Campaigns helps you…Social Campaigns helps you…
grow your network grow your network
engage your audience engage your audience
drive social sharing drive social sharing
achieve real business results achieve real business results
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© 2012#ctctsocial @constantcontact
agendaagenda• why and how to engage on Facebookwhy and how to engage on Facebook
• running compelling social campaignsrunning compelling social campaigns
• 5 steps to a great social campaign5 steps to a great social campaign1.1. create a great offercreate a great offer2.2. have clear calls to actionhave clear calls to action3.3. publish + promotepublish + promote4.4. see meaningful resultssee meaningful results5.5. do it againdo it again
• resourcesresources
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© 2012#ctctsocial @constantcontact
1. create a great offer1. create a great offer
the #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive content
the #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive content
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
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© 2012#ctctsocial @constantcontact
1. create a great offer1. create a great offerare you:are you:
• selling a product?• offering a service?• promoting a cause?
can you offer:can you offer:• a discount?• exclusive content?• a sweepstakes?
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
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© 2012#ctctsocial @constantcontact
ways offers can drive resultsways offers can drive resultsSell with E-Sell with E-CommerceCommerce
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
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© 2012#ctctsocial @constantcontact
1. what’s a great offer?1. what’s a great offer?• coupon/online discount• downloadable content: tips,
whitepaper• video that gives an inside
look at your biz• showcase seasonal
specials• sweepstakes or contest• free consult or demo• sweepstakes or contest –
gather email addresses
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
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© 2012#ctctsocial @constantcontact
2. create clear calls to action2. create clear calls to actionwhat do your customers need to do to make you what do your customers need to do to make you successful?successful?
• visit your retail location• place orders online• call you to purchase or book your services• write a positive review• tell their friends• sign up for your email newsletter• learn more about what you offer• register for an event
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
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© 2012#ctctsocial @constantcontact
2. create clear calls to action2. create clear calls to actionMake it clear you want themMake it clear you want them
to LIKE you.to LIKE you.Make it clear you want themMake it clear you want them
to LIKE you.to LIKE you.
Tell them what to do next!Tell them what to do next!Tell them what to do next!Tell them what to do next!
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
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© 2012#ctctsocial @constantcontact
• create a customemail marketing list for future engagement
encourage fans to join your listencourage fans to join your list
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
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© 2012#ctctsocial @constantcontact
3. promote your social campaign3. promote your social campaign• promote your
social campaign in your Facebook timeline
• create a name for your custom tab
• post about it on Facebook
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
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© 2012#ctctsocial @constantcontact
3. publish + promote everywhere!3. publish + promote everywhere!share your social campaign:
• in an email newsletter
• at your store/POS
• on all your social networks
• on your personal profiles
• in a blog post
• Facebook ads and Sponsored Stories
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
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© 2012#ctctsocial @constantcontact*Techcrunch stats, even before Timeline was
implemented
of traffic to your of traffic to your offer comes from offer comes from promotionpromotion
of traffic to your of traffic to your offer comes from offer comes from promotionpromotion
90%90%meaningfulmeaningful
resultsresultsdo itdo it
again!again!create acreate a
great offergreat offerhave clearhave clear
call to actioncall to actionpublish +publish +promotepromote
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Source: TechCrunch.com
© 2012#ctctsocial @constantcontact
build a full promotion planbuild a full promotion planmost successful social most successful social campaigns run for at campaigns run for at least 1-2 weeks.least 1-2 weeks.
from our Social Campaigns Playbook
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
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© 2012#ctctsocial @constantcontact
schedule your postsschedule your posts• sit down with a calendar
– create posts for different milestones during your social campaign
– deadline reminders– updates on # of
downloads– fan count– share photos or video
• short on time? schedule your posts in Facebook or HootSuite
• encourage social sharing
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
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© 2012#ctctsocial @constantcontact
consider Facebook Ads and consider Facebook Ads and Sponsored StoriesSponsored Stories
meaningfulmeaningfulresultsresults
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
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© 2012#ctctsocial @constantcontact
4. see meaningful results with Social 4. see meaningful results with Social Campaigns reportsCampaigns reports
• engagement and audience growth
– new Facebook fans– new email contacts
• share stats– total shares– Facebook shares– Twitter– LinkedIn– email
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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© 2012#ctctsocial @constantcontact
% of visitors who also clicked % of visitors who also clicked a link within the campaigna link within the campaign
% of visitors who also clicked a % of visitors who also clicked a link then also shared your link then also shared your
campaigncampaign
4. see meaningful results with Social 4. see meaningful results with Social Campaigns reportsCampaigns reports
see how many people are clicking on each of see how many people are clicking on each of the links on your Social Campaign Pagethe links on your Social Campaign Page
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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© 2012#ctctsocial @constantcontact
see what works: Facebook Insightssee what works: Facebook Insights
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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find find Insights Insights in your in your Facebook Facebook admin admin panelpanel
© 2012#ctctsocial @constantcontact
see what works: Facebook Insightssee what works: Facebook Insights
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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use Facebook’s use Facebook’s Insights tool Insights tool to track to track activity & activity & engagement engagement
© 2012#ctctsocial @constantcontact
don’t forget to listendon’t forget to listen• social campaigns
start the conversation
• listen and respond to comments on your page
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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© 2012#ctctsocial @constantcontact
address and encourage “positivity”address and encourage “positivity”• positive comments are an
opportunity – spread the message
• respond…say “thank you”!
• answer questions
• share comments through other marketing channels
• consider rewarding “positive posters”
-- Yelp aggregate rankings of businesses, 9/2009
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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© 2012#ctctsocial @constantcontact
turn negativity into a great experienceturn negativity into a great experience• always reach out to the
customer– by phone or private
message if possible• show your network that
you are addressing the issue
• respond positively, publically (if appropriate)
• always seek to understand, satisfy and delight – not defend
do itdo itagain!again!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
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© 2012#ctctsocial @constantcontact
5. do it again 5. do it again • good marketers plan for the future!• run a steady stream of social
campaigns throughout the year• mix it up!
– access to an event– exclusive content– limited time offer– holiday special– video
• always encourage fans to share offers with their friends!
create acreate agreat offergreat offer
have clearhave clearcall to actioncall to action
publish +publish +promotepromote
meaningfulmeaningfulresultsresults
do itdo itagain!again!
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© 2012#ctctsocial @constantcontact
agendaagenda• why and how to engage on Facebookwhy and how to engage on Facebook
• running compelling social campaignsrunning compelling social campaigns
• 5 steps to a great social campaign5 steps to a great social campaign
• resourcesresources
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© 2012#ctctsocial @constantcontact
resources for listening and postingresources for listening and posting
track your page Insights
reply from your Inbox
read fan comments
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© 2012#ctctsocial @constantcontact
Social Campaigns playbookSocial Campaigns playbook
www.constantcontact-socialplaybook.comwww.constantcontact-socialplaybook.com
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© 2012#ctctsocial @constantcontact
Social Campaigns worksheetSocial Campaigns worksheet
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© 2012#ctctsocial @constantcontact
we make social simple (online)we make social simple (online)
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www.constantcontact.com >>www.constantcontact.com >>
Social Campaigns >>Social Campaigns >>
Social Media Marketing Strategy ResourcesSocial Media Marketing Strategy Resources
© 2012#ctctsocial @constantcontact
4 things you can do 4 things you can do todaytoday……1.1. create a compelling offer, place it on a custom create a compelling offer, place it on a custom
landing pagelanding page
2.2. promote the offer to your email subscribers, fans, promote the offer to your email subscribers, fans, followers and connectionsfollowers and connections
3.3. keep fans involved with special offers and quality, keep fans involved with special offers and quality, engaging content that is relevant to your businessengaging content that is relevant to your business
4.4. integrate with email marketing and other social integrate with email marketing and other social networks to drive awareness and participation networks to drive awareness and participation with the click of a buttonwith the click of a button
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© 2012#ctctsocial @constantcontact
next steps…next steps…Get started for free!Get started for free!
Begin running Social Campaigns on Facebook today!Begin running Social Campaigns on Facebook today!
Arm yourself with the tools, playbook, and coaching to Arm yourself with the tools, playbook, and coaching to get your first Social Campaign in front of your email get your first Social Campaign in front of your email
subscribers and social networks.subscribers and social networks.
Call a coach at (855) 825-0404Call a coach at (855) 825-0404
Or visit Or visit www.constantcontact.com/socialwww.constantcontact.com/social
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