1.The Ultimate Event for Small Business Success. Weaving Social Media Throughout Your Lifecycle Marketing Strategy Heather Dopson Manager of Social Strategy, Infusionsoft @heatherdopson

2. The Ultimate Event for Small Business Success. Roger Graham Sr. Product Marketing Manager, HootSuite @therogergraham Michael R. Hunter Social Strategist, Infusionsoft @michaelrhunter 3. The Ultimate Event for Small Business Success. Making Social Media a Priority 4. The Ultimate Event for Small Business Success. Customers prefer social businesses 71% Buy from the brands they follow 46% Use social to find local businesses 15% Prefer getting info via social media 14% of online users rely on social media before making purchase decisions Source: Digital Sherpa & Nielsen 5. The Ultimate Event for Small Business Success. of consumers say they will change their shopping behavior in response to social media content 85% 6. The Ultimate Event for Small Business Success. Of smartphone users turn to their phones to shop 64% 7. The Ultimate Event for Small Business Success. Using Social Media to Grow Business 8. The Ultimate Event for Small Business Success. Proving the ROI of social1 Leveraging social to grow the business 2 Managing time & resources3 We asked our customers: What are your biggest challenges with social media? 9. The Ultimate Event for Small Business Success. Increasing leads & website traffic55% We asked our customers: What are your Top 3 Goals this year with Social Media? 10. The Ultimate Event for Small Business Success. Growing their following Increasing leads & website traffic 47% 55% We asked our customers: What are your Top 3 Goals this year with Social Media? 11. The Ultimate Event for Small Business Success. Increasing leads & website traffic55% We asked our customers: What are your Top 3 Goals this year with Social Media? Deliver marketing & brand campaigns21% Growing their following47% 12. The Ultimate Event for Small Business Success. Social Media Strategy & How-Tos We asked our customers: What content do you seek? 67% 13. The Ultimate Event for Small Business Success. LIFECYCLE MARKETING 14. The Ultimate Event for Small Business Success. Target Collect Leads Attract Interest 15. The Ultimate Event for Small Business Success. Where Is Your Target Market on Social? 16. The Ultimate Event for Small Business Success. 53% male 47% female 65% of users are 35+ 53% female 47% male Primary demog. is American Women < 25 68% female 32% male 90% of users are < 35 80% women 20% male 1 hr 17 mins per week (avg. user) 50% male 50% female Largest demographic is 18-34 year olds 67% male 33% female 28 year-old male techie General Demographics of Social Channels 17. The Ultimate Event for Small Business Success. Use Facebook Insights 18. The Ultimate Event for Small Business Success. Use Open Graph Search 19. The Ultimate Event for Small Business Success. Use Twitter Analytics 20. The Ultimate Event for Small Business Success. 21. The Ultimate Event for Small Business Success. 22. The Ultimate Event for Small Business Success. How Can I Attract Interest? 23. The Ultimate Event for Small Business Success. Content Amplification 24. The Ultimate Event for Small Business Success. Contests 25. The Ultimate Event for Small Business Success. How Can I Collect Leads? 26. The Ultimate Event for Small Business Success. Lead Magnets 27. The Ultimate Event for Small Business Success. Lead Magnets 28. The Ultimate Event for Small Business Success. Lead Magnets 29. The Ultimate Event for Small Business Success. Contests 30. The Ultimate Event for Small Business Success. Contests arent Just for Facebook! 31. The Ultimate Event for Small Business Success. 32. The Ultimate Event for Small Business Success. 33. The Ultimate Event for Small Business Success. OfferEducate Close 34. The Ultimate Event for Small Business Success. Misconceptions There is a misconception in the world that selling hard turns your audience off and gives your company a bad vibe. There are two qualifiers necessary before you can sell hard and not have any backlash permission and relevancy. People only feel icky about being sold to when either they didn't give you permission to do so, or the content/product/service you are offering (and the way you are selling) isn't relevant to them. Aaron Stead 35. The Ultimate Event for Small Business Success. How do I Educate on Social? 36. The Ultimate Event for Small Business Success. 37. The Ultimate Event for Small Business Success. 38. The Ultimate Event for Small Business Success. 39. The Ultimate Event for Small Business Success. 40. The Ultimate Event for Small Business Success. 41. The Ultimate Event for Small Business Success. 42. The Ultimate Event for Small Business Success. 43. The Ultimate Event for Small Business Success. How Do I Present Offers on Social? 44. The Ultimate Event for Small Business Success. 45. The Ultimate Event for Small Business Success. Facebook Ads Power Editor Target by Demog. Custom Audiences Excluded Audiences Retargeting 46. The Ultimate Event for Small Business Success. Twitter Lead Gen Cards Integrate with Infusionsoft & other CRM platforms. Provide a coupon code in confirmation email. 47. The Ultimate Event for Small Business Success. How do I Close on Social? 48. The Ultimate Event for Small Business Success. Using Social to Close 49. The Ultimate Event for Small Business Success. 50. The Ultimate Event for Small Business Success. Deliver & Wow Offer More Referrals 51. The Ultimate Event for Small Business Success. How Do I Deliver and WOW? 52. The Ultimate Event for Small Business Success. What if they say something bad? 53. The Ultimate Event for Small Business Success. 54. The Ultimate Event for Small Business Success. 55. The Ultimate Event for Small Business Success. 56. The Ultimate Event for Small Business Success. How Do I Offer More? 57. The Ultimate Event for Small Business Success. 58. The Ultimate Event for Small Business Success. How Do I Increase Referrals & WOM? 59. The Ultimate Event for Small Business Success. 60. The Ultimate Event for Small Business Success. Case Studies 61. The Ultimate Event for Small Business Success. Retailer of stylish backpacks Started 2009 in a basement Focus on design, photography, lifestyle Herschel 62. The Ultimate Event for Small Business Success. 40 Staff + 100 global sales reps around the world 10K followers on Twitter which grew from only 6K in past 90 days Use HootSuite, Twitter & Promoted Tweets @Herschelsupply Herschel Today 63. The Ultimate Event for Small Business Success. Customer Service before social 400 emails/day 9-5, Monday-Friday 3 day response time 1 customer service rep 64. The Ultimate Event for Small Business Success. Customer Service after social Primary channel 9-5, Monday-Friday 2 hour response time 1.5 customer service reps 65. The Ultimate Event for Small Business Success. 66. The Ultimate Event for Small Business Success. 67. The Ultimate Event for Small Business Success. 68. The Ultimate Event for Small Business Success. Happy customers share. 69. The Ultimate Event for Small Business Success. SUCCESS TIPS: Track customer sentiment via Twitter & HootSuite Respond quickly Retail branding use killer photography & share it! 70. The Ultimate Event for Small Business Success. Retailer of whole grain natural foods Started 1978 350 employees Based in Oregon, available around the world 71. The Ultimate Event for Small Business Success. Build brand awareness by engaging with customers Showcase customer stories Make sharing easy Enable one-to-one connection with the brand Social Focus 72. The Ultimate Event for Small Business Success. Share their own and user-generated content like recipes, videos and images Use social media channels as powerful customer service tool Use analytics to identify the most compelling messages and apply to future campaigns How 73. The Ultimate Event for Small Business Success. 74. The Ultimate Event for Small Business Success. 75. The Ultimate Event for Small Business Success. 76. The Ultimate Event for Small Business Success. Results Faster customer service response rates Increased customer satisfaction Increased brand sentiment More compelling marketing campaigns Over 140,000 Facebook Likes Over 50,000 Twitter followers 77. The Ultimate Event for Small Business Success. 78. The Ultimate Event for Small Business Success. Social Focus Make clean, plant-based nutrition look easy Grow audience through education Build communities of brand ambassadors Elevate customer service to support brand loyalty 79. The Ultimate Event for Small Business Success. Social Tactics Deliver educational content Vega Educators share product knowledge, recipes and videos Connect consumers with brand advocates to encourage collaboration Moved customer service to social media for more immediate connects 80. The Ultimate Event for Small Business Success. 81. The Ultimate Event for Small Business Success. 82. The Ultimate Event for Small Business Success. 83. The Ultimate Event for Small Business Success. When we look at growth strategy, it comes down to finding the best way to inspire, educate and engage with people. Christina Pagnucco, Social Media Manager 84. The Ultimate Event for Small Business Success. 85. The Ultimate Event for Small Business Success. Industry: Retail Founded: 2008 with one store 86. The Ultimate Event for Small Business Success. Now 100 stores across America with 150 types of tea 87. The Ultimate Event for Small Business Success. Customer Service Respond to every comment, like and share Each customer gets a personal response Focused on having unique conversations with customers 88. The Ultimate Event for Small Business Success. How Monitors engagement in HootSuite streams Uses Twitter Lists Responds to between 90 95% of Tweets 89. The Ultimate Event for Small Business Success. 90. The Ultimate Event for Small Business Success. 91. The Ultimate Event for Small Business Success. The biggest problem we faced was the ability to capture every single Tweet discussing our brand. HootSuite allows us to set up lists and streams to ensure a speedy response on Twitter. Youri Hollier, Social Media Manager 92. The Ultimate Event for Small Business Success. 5 TIPS FOR SOCIAL MEDIA SUCCESS: 1. Set clear goals tied to business metrics 2. Respond quickly to customer inquiries via Twitter 3. Encourage customers to share photos & stories 4. Save time & manage social via HootSuite 5. Track your success via social analytics 93. The Ultimate Event for Small Business Success. HootSuite can help you grow! http://blog.hootsuite.com/10-social-media-tips-for-small-business/ 10 Social Media Marketing Tips for Small Business Blog.hootsuite.com/category/resources FREE RESOURCES (100s of videos, webinars & more) Get Started with HootSuite Small Biz Bundle @hootsuite 2 1 3 94. The Ultimate Event for Small Business Success. 25 Online Tools for Small Business http://insft.co/QBGRnM 95. The Ultimate Event for Small Business Success. Roger Graham Sr. Product Marketing Manager, HootSuite @therogergraham Michael R. Hunter Social Strategist, Infusionsoft @michaelrhunter Heather Dopson Manager of Social Strategy, Infusionsoft @heatherdopson