Social Media Monitoring for the Little Guys - Constant Contact Mark Schmulen

How To Monitor & Measure $uccess?

Social Media Marketing for SMBs

Introduction

Mark Schmulen General Manager of Social Media Constant Contact

Email: [email protected]

Blog: http://blogs.constantcontact.com/

facebook.com/mschmulen

@mschmulen

linkedin.com/in/markschmulen

Waving the Banner for Social Media

But What About The Rest Of Us?

Fundamental Principal

You Must Provide a Great Customer Experience

There is No Cure for Sucking

Copyright © 2010 Constant Contact, Inc. 6

These Guys Are Mad

Social Media is the New Word of Mouth

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Source: Neilson Global Trust in Advertising Survey, 2007

Social Media Endorsements Translates into $$$

Copyright © 2010 Constant Contact, Inc. 8

51% of the U.S. sample of the survey had purchased a product based on an online recommendation.

Social Media Follows Lead to Purchase & Recommendations

Copyright © 2010 Constant Contact, Inc. 9

It’s All About the Customer

“Over the years, the number one driver of our growth at

Zappos has been repeat customers and word of

mouth.”- Tony Hsieh, Delivering Happiness

Your Customers Have Become Your Best Advertisers

63% of small businesses say word-of-mouth marketing is the most effective way to market their business and find new customers

New tools have changed the game.

Businesses focus on acquisition

Revenue and profit are generated by repeat customers

Find

Convert

Keep

Find

Convert

KeepTraditional Marketing Engagement Marketing

Apply New Tools To The Cycle

Start with your passionate customers and

interesting content

Email Marketing

Social Media

Marketing

Suspect

Customer

Fan Prospect

What is Marketing?

Elicits a Physical & Measurable Response

Engagement Marketing Adds a New Element

Elicits a Physical & Measurable Response& Emotional

Measuring the Response

Clicks Opens Page Views Fans Followers Subscribers

How does this translate into $$$?

The Physical The Emotional

Likes Shares Retweets Mentions User Reviews Sentiment

Know Your Funnel

But You Can’t Measure Everything

What is the ROI of a Conversation?

Was there value to the conversation you just had during our break?

ROI doesn’t always fit nicely into a spreadsheet

19Copyright © 2010 Constant Contact, Inc.

Doing it Well: Lessons from the Real World of SMB’s

Dingo

Dingo had 330 Likes on Facebook & 8,934 Email subscribers

They wanted to get to 5,000 Likes & add more email Subscribers

Dingo decided to launch their own “Groupon” Campaign

Dingo

Dingo sent an Email Campaign to 8,934 subscribers

Dingo

Dingo sent an Email Campaign to 8,934 subscribers

Dingo shared the offer on Facebook and Twitter

Dingo

Dingo 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

Dingo 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

Dingo 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

Dingo now has 8,451 Likes and 14,140 Subscribers

It took them 3 days to reach 5K!

Dingo: It’s all about building Community

Dingo: The Important Results

Monthly Sales Grew 22%

New Customers Account for 45% of that Growth

85% of new customers have continued to buy Dingo products

Dingo: “Social Call To Action”

Glamour Nails

Galmour Nails is a nail salon and spa located in Austin TX

Dom, the owner, just started with social media marketing

Dom wanted to know which channel is most effective

Dom targeted his customers through Facebook, Twitter & Email with different messages

Dom used a low-tech way to find some very valuable data

Say “I Love Dom” to get 20% off your next manicure

Say “I Love Glamour Nails” to get 20% off your next manicure

Say “I Love Getting My Nails Done” to get 20% off your next manicure

Glamour Nails

Your Customers Want ChoicesFind Out Where They Are

EmailFacebookTwitter

CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.

Measuring Social Email

The Swinery

The Swinery is a butcher shop in Seattle

They sent an email newsletter to 3,765 subscribers

Received 816 opens (22%)

But it was Viewed an additional 485 times & Liked by 181 readers

Represents a 60% increase in reach

34Copyright © 2010 Constant Contact, Inc.

Make It Easy On Yourself: Use the Tools

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We need to Listen

If a Conversation Takes Place

Online & You’re Not There to

Hear It, Did It

Really Happen?

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Problems with Monitoring Social Media

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NutshellMail Keeps You Connected

We Make It Simple To Be Social

It’s Free!

www.NutshellMail.com

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NutshellMail is Your Personal Assistant

Copyright © 2010 Constant Contact, Inc. 39

NutshellMail Delivers On Your Schedule

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Directly To Your Email Inbox

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Respond & Move On

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Filter Out the Noise

Friend Lists

Facebook Pages

Filters & Applications

Customizable Sections

Quitters

Twitter Lists

Search Term Tracking

Customizable Sections

Q & A

Mark Schmulen General Manager of Social Media Constant Contact

Email: [email protected]

Blog: http://blogs.constantcontact.com/

facebook.com/mschmulen

@mschmulen

linkedin.com/in/markschmulen