© 2012 #ctctsocial @constantcontact supercharging your marketing
Dec 05, 2014
© 2012 #ctctsocial @constantcontact
supercharging your
marketing
© 2012 #ctctsocial @constantcontact
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.
2
© 2012 #ctctsocial @constantcontact
introduction + agenda • why and how to engage on Facebook
• running compelling social campaigns
• measure and react
• resources
3
© 2012 #ctctsocial @constantcontact
agenda • why and how to engage on Facebook
• running compelling social campaigns
• 5 steps to a great social campaign
• resources
4
© 2012 #ctctsocial @constantcontact
what’s the best source for new business?
Word of Mouth
Your customers talking to their friends and colleagues, is the number one way for you to
attract new customers
5
© 2012 #ctctsocial @constantcontact
word of mouth has gone social
Provide value
Get more Likes
Get more engagement
Get more shares
Facebook is the place where people talk to each
other about their experiences, openly and often
but how?
6
© 2012 #ctctsocial @constantcontact
your page
the power of reach
7
© 2012 #ctctsocial @constantcontact
the power of reach
your fans – current reach
8
© 2012 #ctctsocial @constantcontact
your page
the power of reach
your fans – current reach
friends of your fans – potential reach
9
© 2012 #ctctsocial @constantcontact
why fans are great for business
more likely to recommend
after becoming a fan
56% more likely to buy
after becoming a fan
51% Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse
10
© 2012 #ctctsocial @constantcontact
why fans are great for business
Source: BrandGlue.com
never revisit
Facebook Pages
11
© 2012 #ctctsocial @constantcontact
getting the “Like” is a good start
Source: Jeff Widman, BrandGlue.com
of posts are
never seen
in a person’s newsfeed
12
© 2012 #ctctsocial @constantcontact
what you want fans to do
like your page
share your posts
like or comment on your posts
13
© 2012 #ctctsocial @constantcontact
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?)
14
© 2012 #ctctsocial @constantcontact
posting = opportunity to engage
15
© 2012 #ctctsocial @constantcontact
how do I know what to post? • don’t think too hard
• share your own conversations
• know your audience
16
© 2012 #ctctsocial @constantcontact
don’t just “push” content • ask your fans for their opinions.
• make your posts about them.
17
© 2012 #ctctsocial @constantcontact
have fun with it! • showcase your culture
• highlight personalities
• be light in tone
• delight your audience
18
© 2012 #ctctsocial @constantcontact
posting on
marketing on
19
© 2012 #ctctsocial @constantcontact
introduction + agenda • why and how to engage on Facebook
• running compelling social campaigns
– how they work
– the Torpedo Bags experience
• 5 steps to a great social campaign
• resources
20
© 2012 #ctctsocial @constantcontact
what is a “Social Campaign?”
Social Campaigns makes it fast and easy for
small businesses to run frequent promotions and
offers on Facebook that turn fans into
customers – through sales, leads and donations.
Build a great offer or promotion. Deliver it to your
networks. See results. It’s that simple.
21
© 2012 #ctctsocial @constantcontact
run real and measurable social
campaigns using custom tabs
22
© 2012 #ctctsocial @constantcontact
Step 1: build the “Like Gate Page” Step 2: build the “Reveal Page”
how you create a social campaign
23
Step 3: promote
© 2012 #ctctsocial @constantcontact
the power of promotion
traffic to tabs on Facebook that is driven
by promotion via email, posting, and ads
90% facebook
24
Source: TechCrunch.com
© 2012 #ctctsocial @constantcontact
Step 2: go to the “Like Gate Page” Step 3: go to the “Reveal Page”
what your audience will do
25
Step 1: click on link
© 2012 #ctctsocial @constantcontact
mobile-friendly offers
26
© 2012 #ctctsocial @constantcontact
Social Campaigns helps you…
grow your network
engage your audience
drive social sharing
achieve real business results
27
© 2012 #ctctsocial @constantcontact
let’s see one in action…
28
© 2012 #ctctsocial @constantcontact
Torpedo Bags a real-life social campaign
who/where: Torpedo Bags, located in
Minneapolis, MN. 11 years old, started
manufacturing their own products 3½ years
ago.
goal: increase Facebook fans and sales.
(started with 150 fans)
tactic: run a social campaign that offered
fans 15% off if they Liked the page.
29
© 2012 #ctctsocial @constantcontact
social campaign
#1: 02.17.12 →
03.01.12
“like gate page”
30
© 2012 #ctctsocial @constantcontact
“reveal” page
31
© 2012 #ctctsocial @constantcontact
promotion timeline
02.16
32
© 2012 #ctctsocial @constantcontact
02.17
promotion timeline
02.16
33
© 2012 #ctctsocial @constantcontact
02.17 02.21 02.24
promotion timeline
02.16
34
© 2012 #ctctsocial @constantcontact
02.17 02.21 02.24
promotion timeline
02.16
35
© 2012 #ctctsocial @constantcontact
social campaign #2: 04.12.12 → 05.01.12
36
social campaign #3: 06.19.12 → 07.04.12
[run more than one
social campaign!]
© 2012 #ctctsocial @constantcontact
promotion
37
© 2012 #ctctsocial @constantcontact
results?
+1,400 fans
$1,500 [first hour]
$5,000 [first weekend]
$10,000+ [overall]
“I approach Facebook much
differently now. I (launched
my social campaign) and I
got 3 or 4 orders
immediately that totaled
$1,500 in the first hour, and
$5,000 over the first
weekend. I post new
updates daily. I try to post
new videos and photos
every 2 weeks.” -- Steven Kriesel, Founder
38
© 2012 #ctctsocial @constantcontact
agenda • why and how to engage on Facebook
• running compelling social campaigns
• 5 steps to a great social campaign
1. create a great offer
2. have clear calls to action
3. publish + promote
4. see meaningful results
5. do it again
• resources
39
© 2012 #ctctsocial @constantcontact
1. create a great offer
the #1 reason people like a Facebook Page is to receive
discounts, promotions and exclusive content
have clear call to action
publish + promote
meaningful results
do it again!
create a great offer
40
© 2012 #ctctsocial @constantcontact
1. create a great offer are you:
• selling a product?
• offering a service?
• promoting a cause?
can you offer:
• a discount?
• exclusive content?
• a sweepstakes?
have clear
call to action publish + promote
meaningful results
do it again!
create a great offer
41
© 2012 #ctctsocial @constantcontact
ways offers can drive results
Offer a Coupon
Share Exclusive Content (PDF, recipe, tips, check list, instructions, whitepaper…)
Share a Video
Sell with E-Commerce
have clear call to action
publish + promote
meaningful results
do it again!
create a great offer
42
Get Donations (using your own donation link)
Run a Sweepstakes (and grow your email list)
© 2012 #ctctsocial @constantcontact
2. create clear calls to action what do your customers need to do to make you 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 + promote
meaningful results
do it again!
create a great offer
have clear call to action
43
© 2012 #ctctsocial @constantcontact
2. create clear calls to action
Make it clear you want them
to LIKE you.
Tell them what to do next!
publish + promote
meaningful results
do it again!
create a great offer
have clear call to action
44
© 2012 #ctctsocial @constantcontact
• create a custom
email marketing list for
future engagement
encourage fans to join your list
publish + promote
meaningful results
do it again!
create a great offer
have clear call to action
45
© 2012 #ctctsocial @constantcontact
3. promote your social campaign • promote your
social campaign in your Facebook timeline
• create a name for your custom tab
• post about it on Facebook
meaningful results
do it again!
create a great offer
have clear call to action
publish + promote
46
© 2012 #ctctsocial @constantcontact
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
meaningful
results do it
again! create a
great offer have clear
call to action publish + promote
47
© 2012 #ctctsocial @constantcontact
of traffic to your offer comes from promotion
meaningful results
do it again!
create a great offer
have clear call to action
publish + promote
48
Source: TechCrunch.com
© 2012 #ctctsocial @constantcontact
build a full promotion plan most successful social
campaigns run for at
least 1-2 weeks.
from our Social Campaigns Playbook
meaningful results
do it again!
create a great offer
have clear call to action
publish + promote
49
© 2012 #ctctsocial @constantcontact
schedule 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
meaningful
results do it
again! create a
great offer have clear
call to action publish + promote
50
© 2012 #ctctsocial @constantcontact
4. see meaningful results with Social
Campaigns reports
• engagement and audience growth
– new Facebook fans
– new email contacts
• share stats
– total shares
– Facebook shares
do it
again! create a
great offer have clear
call to action publish + promote
meaningful results
51
© 2012 #ctctsocial @constantcontact
% of visitors who also clicked
a link within the campaign
% of visitors who also clicked a
link then also shared your
campaign
4. see meaningful results with Social
Campaigns reports
do it again!
create a great offer
have clear call to action
publish + promote
meaningful results
52
© 2012 #ctctsocial @constantcontact
4. see meaningful results with Social
Campaigns reports
see how many people are clicking on each of
the links on your Social Campaign Page
do it again!
create a great offer
have clear call to action
publish + promote
meaningful results
53
© 2012 #ctctsocial @constantcontact
see what works: Facebook Insights
do it again!
create a great offer
have clear call to action
publish + promote
meaningful results
54
find
Insights in
your
admin panel
© 2012 #ctctsocial @constantcontact
see what works: Facebook Insights
do it again!
create a great offer
have clear call to action
publish + promote
meaningful results
55
use Facebook’s
Insights tool to
track activity &
engagement
© 2012 #ctctsocial @constantcontact
don’t forget to listen • social campaigns
start the conversation
• listen and respond to
comments on your
page
do it again!
create a great offer
have clear call to action
publish + promote
meaningful results
56
© 2012 #ctctsocial @constantcontact
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 a great offer
have clear call to action
publish + promote
meaningful results
do it again!
57
© 2012 #ctctsocial @constantcontact
agenda • why and how to engage on Facebook
• running compelling social campaigns
• 5 steps to a great social campaign
• resources
58
© 2012 #ctctsocial @constantcontact
resources for listening and posting
track your page
Insights
reply from your Inbox
read fan comments
59
© 2012 #ctctsocial @constantcontact
Social Campaigns playbook
www.constantcontact-socialplaybook.com
60
© 2012 #ctctsocial @constantcontact
Social Campaigns worksheet
61
© 2012 #ctctsocial @constantcontact
we make social simple (online)
62
www.constantcontact.com >>
Social Campaigns >>
Social Media Marketing Strategy Resources
© 2012 #ctctsocial @constantcontact
4 things you can do today…
1. create a compelling offer, place it on a custom landing page
2. promote the offer to your email subscribers, fans, followers and connections
3. keep fans involved with special offers and quality, engaging content that is relevant to your business
4. integrate with email marketing and other social networks to drive awareness and participation with the click of a button
63
© 2012 #ctctsocial @constantcontact
next steps…
Get started for free!
Begin running Social Campaigns on Facebook today!
Arm yourself with the tools, playbook, and coaching to get your first Social Campaign in front of your email
subscribers and social networks.
Call a coach at (855) 825-0404
Or visit www.constantcontact.com/social