Social Media Marketing Made Simple...Social Media Marketing looks interesting, but… I ill h illi 5...

Social Media Marketing Made Simple

A Best Practices and Strategy Overviewfor Small Business and Non-profits

Presented by:

Cara A. Grassie, President

Cara A. Grassie Communications, Inc.

Our Agenda

What Is Social Media Marketing?What Is Social Media Marketing?

Why Market Using Social Media?

Doing It Well: Best Practices for Social Media Marketingfor Small Business

"Connections

"Engaging Content"Engaging Content

"Connections

Managing Your Activity and Time

Next Steps

Copyright © 2010 Constant Contact, Inc. 3

Social Media Marketing:What is It and Why Do It?


Why Do We “Market”?

MoreMore…

" Customers" Clients

We WantMore!

" Clients" Volunteers" Donors/MembersDonors/Members" Brand Awareness" Sales" Time in the day!


New Tools Have Changed the Shape ofSmall Business Marketing

Important Tools for Marketing My Business

51%

64%

88%

92%

Event Marketing

In person

Email marketing

Website

Important Tools for Marketing My Businessn=4,459, U.S. Small Businesses

29%

40%

41%

44%

51%

51%

Blogs

Telephone

Direct mail

Online advertising

Facebook

Event Marketing

10%

16%

20%

26%

27%

29%

Other

YouTube

Online surveys

Twitter

LinkedIn

Blogs

Find Social MediaTool Important

4%

5%10%

0

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

MySpace

MeetupTool Important

51% Facebook29% Blogs27% LinkedIn


Source: Constant Contact 2010 Small Business Attitudes & Outlook Survey, Feb-Apr; 29% sole proprietor; 62% 1 to 25 employees; 9% over 25 employees27% LinkedIn26% Twitter16% YouTube

Five Types of People:Leverage Relationships to Inspire Engagement

SuspectsCustomers

DisinterestedProspectsRavingFans


7

p

Social Media Marketing Is…

Building your social networku d g you soc a et o

of fans, followers, and connections,using

Relevant and interesting contentthat is shared, allowing you to

Reach and engage more peopleand

Drive more business.

Concerns? You Are Not Alone

Social Media Marketing looks interesting, but…I ill h illi 5 000I will never have a million customers or even 5,000….

Using new, inbound marketing tools sound great,Using new, inbound marketing tools sound great,but…I will never write Thought Leadership articles….

Paying attention to what’s being said on socialmedia sounds useful, but…I’ll never have a dedicated staff to do it right…I ll never have a dedicated staff to do it right…

I hear about new tools and networks everyday,but


but…I just don’t have the time to stay current

What You DO Have is Powerful

You can successfully market yoursmall business or associationbecause you have…

• Loyal, happy customers

• An excellent customer• An excellent customerexperience

• Interesting and importantthings to say!


Doing It Well:Best Practices for Small BusinessSocial Media Marketingg

# Connections:Kick-starting your following , and usingcontent that inspires engagement

# Engaging Content:Engaging Content:Creating a Presence

# Conversations:Practical Monitoring and Measurement


Set Reasonable Goals and Expectations

Leverage your excellentcustomer experience for SocialpMedia success

#Drive engagement (action)#Drive engagement (action)

#Encourage repeat business

#Encourage referrals#Encourage referrals

#Get online endorsements

#Reach new customers throughReach new customers throughonline, word-of-mouth marketing


In A Pickle: Increase Sales, Build Community

In A Pickle is a local favoritet t i W lth MArestaurant in Waltham, MA

But, they are everywhere on the Web

I A Pi kl d kl l ttIn A Pickle sends a weekly newsletterto update customers of special deals,new menu items, and events

Th i l di t i tThey use social media to experiment,push on-the-fly specials, get feedbackfrom customers & build community

They credit Email as the Hub thatThey credit Email as the Hub thatbrings everything together

Dingo: Build Community and Contacts

Dingo, a pet supplyt E ilcompany, sent an Email

Campaign to 8,934subscribers

Di h d th ffDingo shared the offer onFacebook and Twitter

Dingo had its fans jointh i il li t th htheir email list throughthe CTCT Facebook App

Dingo kept their fans upto date on their progress

.CGAH GHN B;J

)#'&* 2CD?J ;G> %(#%($ 6L<J=IC<?IJto date on their progress

Dingo’s fans shared theircampaign through socialnetworks and on their

1K KHHD KB?F ' >;OJ!networks and on theirown Blogs

The Currier Museum of Art:Patron Engagement

The Currier Museum of Art usesi l di k ti isocial media marketing in

conjunction with emailmarketing to keep in touch withmembers and relay anyi f ti i f i linformation in a professional,timely manner.

The museum encouragesl t t t f i lpeople to tweet from special

events in order to sharediscoveries and informationwith other patrons/Followers

Social Media Marketing engagespeople who are already involvedin the museum, but alsomotivates new patrons to visitmotivates new patrons to visit

Connections


Be Where Your Customers Are

6H=C;E

4?KNHIDJ

-HGK?GK

6B;ICGA

5?MC?NJ "

5;KCGAJ 6CK?J

2H=;KCHG",;J?>

6?IMC=?J

6H=C;E

,HHDF;IDCGA?K H J 6 ; A ;K AJ 6 K?J 6? =?J HH ; A

"The sites that your customers and members are using

" The sites that your partners & suppliers are using


" The sites that your competitors are using

Discover Preferred Channels

Your Contacts Want To Add social icons to email

Keep In Touch, but ontheir terms

campaigns to define youraudience’s preferred channels

)7.46

*.01/995

-@4>>1<

09;A<423> B %#$#'98=>.8> '98>.0>! +80" 18

Kick-start Growth: Use Your Email List

Announce your new presencein your newsletter with a clearCall-to-Action

Include standard links in everyemail so subscribers can shareyour content

Include social media sign upicons in every email so subscribers

j i i l itcan join you on your social sites


Look Professional

Complete your businessprofile

# Description

# Contact information

# Website URL

# Join My Mailing List

Brand your presencey p# Logo, pictures,

background

Add starter contentAdd starter content


Focus your Presence

Make your social presence a reflectionf b i / i tiof 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 areasDeliberately choose your expertise and areasof engagement.

Put the social in the social media.Be broad and informal and have fun!Be broad and informal…and have fun!


23



Engaging Content


Starter Content

# Information, tips, and practical advice

# Questions asked by your customers

# Links to:

– Archived email marketing newsletters

– Polls and surveys

– Event homepages and registration pagesp g g p g

– Blogs (yours and others’)

– Websites (yours, and others in your area of expertise)

– Product or service reviewsoduct o se ce e e s

– Thought-provoking discussions that inspires dialogue

– Relevant videos, photos, podcasts


Content is King!

Content is the feederof social networks

# Write great content once, thenbroadcast it Create sound bites forbroadcast it. Create sound bites forshorter media.

# The best content inspires sharing:a word of advice or one sentencea word of advice or one sentencecan go a long way!

# Original, personalized content isimportantimportant

# Less is more! Short content is best,one idea at a time. You can alwaysshare links to more.


Make Content Shareable/Broadcast-able


Content Reuse: Focus HR


Content Reuse: Krista Photography

More than 500 million active usersFacebook Statistics 2010Facebook Statistics, 2010

U.S. users spend 1/3 of their onlinetime on FacebookMorpace, “Omnibus Report.” 2010

________________________________

Create a Business Page

# Recruit fansRecruit fans

# Fill with content that is relevant to them –comments, photos, videos

# Make settings public so your customersand prospects can find you

# Use as an alternate landing page for youremail

# Add a “Join My Mailing List” form to invitepeople to join your list


Copyright © 2010 Constant Contact, Inc.

36

160 million registered usersTwitter.com

51% of active Twitter usersfollow companies brands orfollow companies, brands orproducts on social

Twitter Usage In America: 2010, Edison

Research

_____________________________

Engagement Through Sharing

# Share links to interesting content &ask for feedback

# Tweet a survey or poll

# Send Direct Messages (DMs)# Send Direct Messages (DMs)

# Retweet content from people you arefollowing


Basic Anatomy of a Twitter Feed

Basic Info, Link, Description

Avatar – Logo or Photo

Logo

Y H dlYour Handle

Most Recent & Past Tweets

Followers and Following

Who They are Following


81% of Business to Businessmarketers are using LinkedInmarketers are using LinkedInB to B Magazine

33% of Non-profits and 52% ofAssociations using LinkedInNonprofit Social Network Survey Report, 2009

________________________________

Manage your professional contactsg y pand relationships

# Find individuals you knowin a professional capacity

# Join networks or groupsg pby industry, geography, or work history

# Participate in discussions

# Recruit attendees to your events

# Invite people to join your mailing listp p j y g


Basic Anatomy of a LinkedIn Profile

N L ti B i St t

Communication Options

Name, Location, Basic Stats

LogoYour Photo or Your Logo

Work Experience, Now & Then

Information You Share

Your Network and Other InfoTweets, Blog Posts,Recommendations,etc.


Building Your Network

Use a variety of ways to expandyour network:your network:

1. Send an invitation to your email list

2. Add interactive social icons to your

# Website

# Email Campaigns (in a sidebar, in thefooter)

# Outgoing Email Signature

# Business Card

# Printed Collateral: mailers, flyers,yinvoices, etc.

3. Put a sign in your storefront window

4. Add a message to your voicemailg y

5. Include a note on point-of-sale receiptsand house coupons


How Social Networks Grow: Boloco

http://www.youtube.com/watch?v=S-H-p5dA5N4


Conversations


Social Media Dos: Be the Expert

Focus on the content:h k l d lshare 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 look forward to your nextWill people look forward to your nextcommunication?

# Will they be inspired to share/tweet/commenton this information?

Inspire trust by filtering the noise

# Be an expert.

# Clearly convey your area of expertise# Clearly convey your area of expertise.


Dealing With The Positive

Positive comments are an opportunity tointeract and help spread the messageSocial networks can be a convenient wayfor people to share interest, excitement.

1. Comment back

2. Answer questions.

3. Share comments (content!) in other Source: Yelp aggregate rankings ofb i S b 2009marketing channels.

4. Possibly reward people who took the( ff )

businesses, September 2009

time to post a positive comment (offline).


Engagement Starts with You!Start Conversations, Say Thank You

49

Make Online ConversationsPart of Your Presence

1GMCK? >CI?=KCHG ;G> @??><;=D# ;G> I?;EEO 2167/4

50

Social Media Don’ts

What NOT to include in yourFacebook, Twitter, and LinkedInUpdates.

# Don’t pitch.

# Don’t overtly self-promote.

# Don’t offer incentives to getDon t offer incentives to getreviews or sharing.

# Don’t stray from your areas ofbusiness into: personalbusiness into: personalinformation, politics, sports,religion, etc.


Turning Negativity into aGreat Customer Experience

Negative comments are inevitable:S i l k b iSocial networks can be a convenientway for people to vent frustrations.

1 Always reach out to the customer1. Always reach out to the customer.# Pick up the phone if possible# Use a private message, email, or DM

2. Let your network know that you areaddressing the issue.

# Respond! Show that you are listeningand respond positively, publically

3. Always seek to satisfy and delight,not defend.


Managing Your Time

# Managing Your Time and Activities


Do it Daily, But Don’t Overdo It

A word of advice from GailGoodman,CEO of Constant Contact:

“Keep your time spent in check;doing social media right

does not mean doing it a lot ”does not mean doing it a lot.

# It is important to stay active!15 minutes a day 3 times per15 minutes a day, 3 times perweek is more than most smallbusinesses.

2010 Small BusinessAttitudes & OutlookSurvey


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 yourindustry (and the not-so-successful)industry (and the not so successful)

For example: Does the pizzeria down the street tweet daily?Do the other consultants in your area of expertise have LinkedInprofiles?profiles?

3. Categories, topics, and keywords of your business.For example: Pets, Dog Day Care, Cat, Dog, Pet-sitting, Animals, Rescue,p g y g getc.

4. The experts and influencers in your business.


Popular Tools Used ToMonitor and Manage your Time

Popular time management and monitoring tools include:

# Google Alerts

H tS it# HootSuite

# TweetDeck

SS# RSS

# NutshellMail


NutshellMail: Efficiently Monitor Activity

Interact From One Place = Your Inbox

57

Monitor Activity with NutshellMail

Track your Page Insights

NutshellMail also supports:

With more to come soon…..

Read Fan comments

Reply from your Inbox

Measuring Success

# Defining Social Media Marketing Successfor Small Businesses and Organizationsg


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 withy g g gexisting experts?

# Are you reaching new customers enmasse?

# How are you reaching specificcustomers?


Social Media Successfor Small Business and Organizations

Test to learn what works!

# Set up specific engagementcampaigns to track social mediaprograms that drive to your website(G l l ti )(Google analytics)

# How many have read your blog?

# Watch how many are clickingon the social media iconsin your own emails.

# Encourage and track how manypeople are joining your list fromsocial media.

Social Media Marketing

Industry Report 2010

# Monitor Twitter for mentions andretweets; reward those influencers.


ToeSox: Engagement Campaign toIncrease Sales and Channel Awareness

Toesox creates socks with a five-toe design,activating muscles for better balance andactivating muscles for better balance andposture

Toesox uses Constant Contact EmailMarketing and is active on Facebook TwitterMarketing, and is active on Facebook, Twitter,and YouTube

Their October 2010 Email MarketingN l tt f t d th f ll i tiNewsletter featured the following promotion:

Save 15% on all Toesox until October 31,2010

Save 20% when you Like us on Facebook

Sara Snyder of Toesox states: “Response has

Copyright © 2010 Constant Contact, Inc.62

been great! In eight months, we’ve grownfrom 300 to 1900 Facebook Friends.”

Measuring Effectiveness:The Swinery

The Swinery is aThe Swinery is a

speciality butchershop in Seattle

They sent an emailnewsletter to 3,765subscribers

Received 816 opens(22%)

B i i dBut it was viewed anadditional 485 times &”liked” by 181 readers

Represents a 60%increase in reach

A True Story:A True Story:“I love nails!”“I love nails!”I love nails!I love nails!


A True Story:,# ')+% ($&'*"-

Questions?

Date post:	09-Jun-2020
Category:	Documents
Upload:	others
View:	2 times
Download:	0 times

Social Media Marketing Made Simple...Social Media Marketing looks interesting, but… I ill h illi 5...

Documents