Social Media Marketing Made Simple Social Media Marketing Made Simple A Best Practices and Strategy Overview for Small Business and Nonprofits
May 13, 2015
Social Media Marketing Made SimpleSocial Media Marketing Made Simple
A Best Practices and Strategy Overview for Small Business and Nonprofits
Search & Discovery
Copyright © 2011 Constant Contact, Inc. 2
Contact Information
Udo F. MischManaging Member | NeoCloud Marketing
http://www.facebook.com/NeoCloudMarketing
@neocloudmarket
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http://www.linkedin.com/in/udofmisch
www.constantcontact.com/REGION
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
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Our Agenda
What Is Social Media Marketing?
Why Market Using Social Media?
Doing It Well: Best Practices for Social Media Marketing for Small Businessfor Small Business
� Connections
� Engaging Content
� Conversations
Managing Your Activity and Time
Next Steps
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Social Media Marketing:What is It and Why Do It?
Copyright © 2012 Constant Contact, Inc.
Why Do We “Market”?
We Want More!
More…
� Customers
� Clients
� VolunteersMore! � Volunteers
� Donors/Members
� Brand Awareness
� Sales
� Time in the day!
Copyright © 2012 Constant Contact, Inc.
Video Sharing
76%
62%
53%
New Tools Have Changed the Shape ofSmall Business Marketing
Tools Used to Market My Business
96%
MySpace
Local / Daily deals
Location-Based Services
Review Sites
Photo Sharing
Video Sharing
19%
53%
38%
35%
25%
24%
Copyright © 2012 Constant Contact, Inc.
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 combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees.
Find Social Media Tool Effective*
86% Facebook71% Video Sharing60% Twitter55% LinkedIn45% Local / Daily Deals
Five Types of People:Leverage Relationships to Inspire Engagement
8
SuspectsCustomers
DisinterestedProspectsRaving Fans
Copyright © 2012 Constant Contact, Inc.
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 peopleand drive more business.and drive more business.
Copyright © 2012 Constant Contact, Inc.
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.I will never write thought leadership articles.
Paying attention to what’s being said on social media sounds useful, but …I’ll never have a dedicated staff to do it right.
I hear about new tools and networks everyday, but …I just don’t have the time to stay current.
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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 importantthings to say!
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Doing It Well: Best Practices for Small Business Social Media Marketing
Copyright © 2012 Constant Contact, Inc.
� Connections:Kickstarting your following, and using content that inspires engagement
� Engaging Content:Creating a presence
� Conversations:Practical monitoring and measurement
Set Reasonable Goals and Expectations
Leverage your excellent customer experience for social media success
� Drive engagement (action)
� Encourage repeat business
Copyright © 2012 Constant Contact, Inc.
� Encourage repeat business
� Encourage referrals
� Get online endorsements
� Reach new customers through
online, word-of-mouth marketing
In A Pickle: Increase Sales, Build Community
In A Pickle is a local favorite restaurant in Waltham, MA. They are everywhere on the Web.
� In A Pickle sends a weekly newsletter to update customers of special deals, new menu items, and events.events.
� They use social media to experiment, push on-the-fly specials, get feedback from customers & build community.
� They credit email as the hub that brings everything together.
Copyright © 2012 Constant Contact, Inc.
Dingo: Build Community and Contacts
Dingo, a pet supply company, 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.
Dingo gained
6,329 Likes and 14,140 subscribers
It took them 3 days!
Copyright © 2012 Constant Contact, Inc.
Dingo: The Important Results
Monthly sales grew 22%
New customers account forNew customers account for45% of that growth
85% of new customers have continued to buy Dingo products
Copyright © 2012 Constant Contact, Inc.
99 Bottles: Using Social Media & Email for Customer Engagement
Customer: 99 BottlesLocation: Federal Way, WashingtonFind Us: http://www.99bottles.net/
Success Looks Like… Through the combination of social media and email marketing, 99 Bottles has been able to grow a very strong customer base. They use Facebook and Twitter to provide quick updates 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 social
media.
Copyright © 2012 Constant Contact, Inc.
Connections
Copyright © 2012 Constant Contact, Inc.
Be Where Your Customers Are
Social
Networks
Content
Sharing
Reviews &
Ratings Sites
Location-Based
Services
� The sites that your customers and members are using
� The sites that your partners & suppliers are using
� The sites that your competitors are using
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Your contacts want to keep in touch, but on their terms
Add social icons to email campaigns to define your audience’s preferred channels
Discover Preferred Channels
20
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Kickstart Growth: Use Your Email List
Announce your new presence in your newsletter with a clear call to action.
Include standard links in every email so subscribers can share email so subscribers can share your content.
Include social media signup icons in every email so subscribers can join you on your social sites.
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Look Professional
Complete your business profile
� Description
� Contact information
� Website URL
� Join My Mailing List� Join My Mailing List
Brand your presence� Logo, pictures,
background
Add starter content
Copyright © 2012 Constant Contact, Inc.
Focus Your Presence
Make your social presence a reflection of 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 areas of engagement.
Put the social in the social media.Be broad and informal … and have fun!
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc.
Engaging Content
Copyright © 2012 Constant Contact, Inc.
Starter Content
� Information, tips, and practical advice
� Questions asked by your customers
� Links to:
– Archived email marketing newsletters
– Polls and surveys– 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, podcasts
Copyright © 2012 Constant Contact, Inc.
Content is King!
Content is the feeder of 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.
Make Content Shareable/Broadcast-able
Content Reuse: Krista Photography
Copyright © 2012 Constant Contact, Inc.
More than 800 million active usersFacebook Statistics, 2011
More than 50% of Facebook users log on any given dayFacebook Statistics, 2011
________________________________
Create a Business PageCreate a Business Page
� Recruit fans
� Fill with content that is relevant to them –comments, photos, videos
� Make settings public so your customers and prospects can find you
� Use as an alternate landing page for your email
� Add a Join My Mailing List form to invite people to join your list
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Basic Anatomy of a Facebook Business Page
Cover photo & profile picture
Recent photos and images
Public List of Friends/Fans
Posts by You and Others
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Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
160 million registered users100 million active users
Mashable.com, 2011
60% of users follow companies, brands, and products
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.
Basic Anatomy of a Twitter Feed
Avatar – Logo or Photo
Your Handle
Basic Info, Link, Description
Most Recent & Past Tweets
Followers and Following
Recent Images
Copyright © 2012 Constant Contact, Inc.
86% of B2B marketers use LinkedInChief Marketer. “Social Marketing Goes Mainstream: Chief Marketer Annual Survey Find Marketers Believe in Power of Social.” 2011.
There are over 75,000 Nonprofit groups using LinkedIn
Nonprofit LinkedIn Learning Center, 2011
________________________________________________________________
Manage your professional contacts and relationships
� Find individuals you know in a professional capacity
� Join networks or groups by industry, geography, or work history
� Participate in discussions
� Recruit attendees to your events
� Invite people to join your mailing list
Copyright © 2012 Constant Contact, Inc.
Basic Anatomy of a LinkedIn Profile
Name, Location, Basic Stats
Logo
Your Photo or Your Logo
Work Experience, Now & Then
Information You Share
Communication Options
Your Network and Other Info, Twitter, Websites,Recommendations,etc.
Copyright © 2012 Constant Contact, Inc.
How Social Content Decays: Facebook
Attentionomics:
� Customize content
� Activate passionate
Copyright © 2012 Constant Contact, Inc.
Source: Momentus Media, 2011
� Activate passionate
customers, staff,
friends, and family to
re-stimulate
conversations
� Optimize for best time
to engage
Life of a Facebook post = 9 hours� 90% of clicks happen within 9 hours
� 50% of clicks happen within the first hour
How Social Content Decays: Twitter
Over 110 million tweets
per day!
Copyright © 2012 Constant Contact, Inc.
Source: Sysomos, 2011
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 � 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
Copyright © 2012 Constant Contact, Inc.
How Social Networks Grow: Boloco
http://www.youtube.com/watch?v=S-H-p5dA5N4
Copyright © 2012 Constant Contact, Inc.
Conversations
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Social Media Dos: Be the Expert
Focus on the content: share 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 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.
Dealing With The Positive
Positive comments are an opportunity to interact and help spread the messageSocial networks can be a convenient way for people to share interest, excitement.
1. Comment back
Source: SocialMediaQuickstarter.com, 2011
1. Comment back
2. Answer questions.
3. Share comments (content!) in other marketing channels.
4. Possibly reward people who took the time to post a positive comment (offline).
Copyright © 2012 Constant Contact, Inc.
Engagement Starts with You!Start Conversations, Say Thank You
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Make Online ConversationsPart of Your Presence
Invite direction and
feedback, and really
LISTEN
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Social Media Don’ts
What NOT to include in your Facebook, Twitter, and LinkedIn updates
� Don’t pitch.
� Don’t overtly self-promote.� Don’t overtly self-promote.
� Don’t offer incentives to get reviews or sharing.
� Don’t stray from your areas of business into: personal information, politics, sports, religion, etc.
Copyright © 2012 Constant Contact, Inc.
Turning Negativity into a Great Customer Experience
Negative comments are inevitable: Social networks can be a convenient way for people to vent frustrations.
1. Always reach out to the customer.� Pick up the phone if possible
� Use a private message, email, or DM� Use a private message, email, or DM
2. Let your network know that you are addressing the issue.
� Respond! Show that you are listening and respond positively, publically
3. Always seek to satisfy and delight, not defend.
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Managing Your Time
� Managing Your Time and Activities
Copyright © 2012 Constant Contact, Inc.
Do It Daily, But Don’t Overdo It
A word of advice from Gail
Goodman,
CEO of Constant Contact:
“Keep your time spent in check;doing social media rightdoing social media right
does not mean doing it a lot.”
� It is important to stay active!
15 minutes a day, 3 times per
week is more than most small
businesses.
2011 Small Business Attitudes & Outlook Survey
Copyright © 2012 Constant Contact, Inc.
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 your industry (and the not-so-successful)
For example: Does the pizzeria down the street tweet daily? For example: Does the pizzeria down the street tweet daily? Do the other consultants in your area of expertise have LinkedIn profiles?
3.Categories, topics, and keywords of your business. For example: pets, dog day care, cat, dog, pet sitting, animals, rescue, etc.
4.The experts and influencers in your business.
Copyright © 2012 Constant Contact, Inc.
Monitor and Manage your Time
Popular time management and monitoring tools include:
� Google Alerts
� HootSuite
� TweetDeck� TweetDeck
� RSS
� NutshellMail
Copyright © 2012 Constant Contact, Inc.
Interact From One Place = Your Inbox
NutshellMail: Efficiently Monitor Activity
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Use NutshellMail to Engage,on Your Time
Track your Page Insights
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Copyright © 2012 Constant Contact, Inc.
Reply from your Inbox
Read Fan comments
www.nutshellmail.com
Measuring Success
� Defining Social Media Marketing Success for Small Businesses and Organizations
Copyright © 2012 Constant Contact, Inc.
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 with existing experts?
� Are you reaching new customers en masse?
� How are you reaching specific customers?
Copyright © 2012 Constant Contact, Inc.
Social Media Successfor Small Business and Organizations
Test to learn what works!
� Set up specific engagement campaigns to track social media programs that drive to your website (Google analytics)
� How many have read your blog?� How many have read your blog?
� Watch how many are clicking on the social media icons in your own emails.
� Encourage and track how many people are joining your list from social media.
� Monitor Twitter for mentions and retweets; reward those influencers.
Copyright © 2012 Constant Contact, Inc.
ExactTarget, "Subscribers, Fans and Followers: The collaborative Future." September 8, 2010
D-Lux 57: Engagement Campaign to Increase Sales and Channel Awareness
Cynthia Berman owns D-Lux 57, an online fashion apron store.
D-Lux 57 uses email marketing, Facebook and blogs as promotion channels.
Cynthia created a fall campaign using email and Facebook. It included photos and focused on the different textile designers, whose prints were used in the D-Lux 57 aprons:
� Facebook post a few days before launch
� Newsletter was sent the day before launch
� The next day was the campaign kickoff, launched with a blog post on This Lil Piglet, a blog about parenting, and offered free giveaways for some lucky readers
� Another email newsletter was sent the day after launch and the event was promoted on Facebook
Within a week, the D-Lux 57 Facebook page went from 43 Likes to 241 Likes – a gain of 447.73% Cynthia says that by “reminding customers of her existence,” apron sales have gone up and more people have started to call her to ask about the product.
Copyright © 2012 Constant Contact, Inc.
BMT Promotions & Talent is a
staffing agency that specializes in
finding staff members for conventions,
conferences, and experiential
marketing events across the country
Their list has grown from 200 to 8,000 contacts who subscribe to their
Measuring Effectiveness:BMT Promotions & Talent
8,000 contacts who subscribe to their
job openings emails.
They divide contact lists by geography
and send them local job openings.
Newsletters are shared on Facebook and Twitter and include the Share Bar for further reach.
Emails can get up to 100 extra views when shared via social media.
Copyright © 2012 Constant Contact, Inc.
A True Story: A True Story: “I love nails!”“I love nails!”
Copyright © 2012 Constant Contact, Inc.
Next Steps
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