Social Media Marketing Made Simple AB t P ti d St t O i A Best Practices and Strategy Overview for Small Business and NonprofitsOur Agenda Is Social Media Marketing? What Why Market Using Social Media? Doing It Well: Best Practices for Social Media Marketing for Small Business Connections Engaging Content Connections Managing Your Activity and Time Next Steps Copyright © 2010 Constant Contact, Inc. 3Social Media Marketing: What is It and Why Do It? Copyright © 2010 Constant Contact, Inc. 4Why Do We “Market”? More More… Customers Clients We Want More! Volunteers Donors/Members Brand Awareness Sales Time in the day! Copyright © 2010 Constant Contact, Inc. 5New Tools Have Changed the Shape of Small Business Marketing Tools for My Business 51% 64% 88%92% In person Email marketing Website Important Marketing n=4,459, U.S. Small Businesses 29% 40% 41%44% 51% Blogs Telephone Direct mail Online advertising Facebook Event Marketing 10% 16% 20%26% 27%Other YouTube Online surveys Twitter LinkedIn Find Social Media Important 4% 5% 0 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 MySpace Meetup Tool 51% Facebook 29% Blogs 27% Copyright © 2010 Constant Contact, Inc. 6 Source: Constant Contact 2010 Small Business Attitudes & Outlook Survey, Feb-Apr; 29% sole proprietor; 62% 1 to 25 employees; 9% over 25 employees LinkedIn 26% Twitter 16% YouTubeFive Types of People: Leverage Relationships to Inspire Engagement Suspects Customers Disinterested Prospects Raving Fans Copyright © 2010 Constant Contact, Inc. 7 7 pSocial Media Marketing Is… Building your social network u d g you soc a et o of fans, followers, and connections, using Relevant and interesting content that is shared, allowing you to Reach and engage more people and Drive more business.Concerns? You Are Not Alone Social Media Marketing looks interesting, but… I ill h illi 5 000 will never have a million customers or even 5,000…. Using new, marketing tools sound great, inbound but… I will never write Thought Leadership articles…. Paying attention to what’s being said on social media sounds useful, but… I’ll I ll never have a dedicated staff to do it right… I hear about new tools and networks everyday, but Copyright © 2010 Constant Contact, Inc. 9 but… I just don’t have the time to stay currentWhat You DO Have is Powerful You can successfully market your small business or association because you have… • Loyal, happy customers • excellent customer An experience • Interesting and important things to say! Copyright © 2010 Constant Contact, Inc. 10Doing It Well: Best Practices for Small Business Social Media Marketing Connections: Kick-starting your following , and using content that inspires engagement Engaging Content: Creating a Presence Conversations: Practical Monitoring and Measurement Copyright © 2010 Constant Contact, Inc. 11Set Reasonable Goals and Expectations Leverage your excellent customer experience for Social p Media success engagement Drive (action) Encourage repeat business Encourage referrals Get online endorsements Reach new customers through online, word-of-mouth marketing Copyright © 2010 Constant Contact, Inc. 12In A Pickle: Increase Sales, Build Community In A Pickle is a local favorite t tiWlth MA restaurant in Waltham, But, they are everywhere on the Web I APi kl d kl l tt In A Pickle sends a weekly newsletter to update customers of special deals, new menu items, and events Th i l dit i t They use social media to experiment, push on-the-fly specials, get feedback from customers & build community They Email as the that credit Hub brings everything togetherDingo: Build Community and Contacts Dingo, a pet supply t E il company, sent an Email Campaign to 8,934 subscribers Di h d th ff Dingo shared the offer on Facebook and Twitter Dingo had its fans join th i il li t th h their email list through the CTCT Facebook App Dingo kept their fans up their progress Dingo now has 6,329 Likes and 14,140 Subscribers to date on Dingo’s fans shared their campaign through social It took them 3 days! networks and on their own BlogsThe Currier Museum of Art: Patron Engagement The Currier Museum of Art uses i l di k ti i social media marketing in conjunction with email marketing to keep in touch with members and relay any i f ti i f i l information in a professional, timely manner. The museum encourages l t t tf i l people to tweet from special events in order to share discoveries and information with other patrons/Followers Social Media Marketing engages people who are already involved in the museum, but also motivates new visit patrons to Connections Copyright © 2010 Constant Contact, Inc. 16Be Where Your Customers Are Social Networks Content Sharing Reviews & Ratings Sites Location‐Based Services Social Bookmarking et o s S a g at gs S tes Se ces oo a g The sites that your customers and members are using The sites that your partners & suppliers are using Copyright © 2010 Constant Contact, Inc. 17 The sites that your competitors are usingDiscover Preferred Channels Your Contacts Want To Add social icons to email Keep In Touch, but on their terms campaigns to define your audience’s preferred channels Email Facebook Twitter copyright © 2010 Constant Contact, Inc. 18Kick-start 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 your content Include social media sign up icons in every email so subscribers j i i l it can join you on your social sites Copyright © 2010 Constant Contact, Inc. 19Look Professional Complete your business profile Description Contact information Website URL Join My Mailing List Brand your presence y p Logo, pictures, background Add starter content Copyright © 2010 Constant Contact, Inc. 20Focus your Presence Make your social presence a reflection f b i /i ti 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 your choose expertise and areas of engagement. Put the social in the social media. informal Be broad and informal…and have fun! Copyright © 2010 Constant Contact, Inc. 2123Copyright © 2010 Constant Contact, Inc. 25Copyright © 2010 Constant Contact, Inc. 26Engaging Content Copyright © 2010 Constant Contact, Inc. 27Starter Content Information, tips, and practical advice Questions asked by your customers Links to: – Archived email marketing newsletters – Polls and surveys – Event homepages and registration pages p g g p g – Blogs (yours and others’) – Websites (yours, and others in your area of expertise) – Product or service reviews oduct o se ce e e s – Thought-provoking discussions that inspires dialogue – Relevant videos, photos, podcasts Copyright © 2010 Constant Contact, Inc. 28Content is King! Content is the feeder of social networks Write great content once, then it 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 © 2010 Constant Contact, Inc. 29Make Content Shareable/Broadcast-able Copyright © 2010 Constant Contact, Inc. 30Content Reuse: Focus HR Copyright © 2010 Constant Contact, Inc. 31Content Reuse: Krista PhotographyMore than 500 million active users Facebook Statistics Statistics, 2010 U.S. users spend 1/3 of their online time on Facebook Morpace, “Omnibus Report.” 2010 ________________________________ Create 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 Copyright © 2010 Constant Contact, Inc. 33Basic Anatomy of a Business Page on Facebook Current Status Company Logo or Photo Logo Space for Description or Note Basic Information You List Public List of Friends/Likers Posts by You and Others Copyright © 2010 Constant Contact, Inc. 34Copyright © 2010 Constant Contact, Inc. 36160 million registered users Twitter.com 51% of active Twitter users follow companies brands or companies, products 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) Retweet content from people you are following Copyright © 2010 Constant Contact, Inc. 40Basic Anatomy of a Twitter Feed Basic Info, Link, Description Avatar – Logo or Photo Logo Y H dl Your Handle Most Recent & Past Tweets Followers and Following Who They are Following Copyright © 2010 Constant Contact, Inc. 4181% of Business to Business marketers are using LinkedIn B to B Magazine 33% of Non-profits and 52% of Associations using LinkedIn Nonprofit Social Network Survey Report, 2009 ________________________________ Manage your professional contacts g y p and relationships Find individuals you know in a professional capacity Join networks or groups g p by industry, geography, or work history Participate in discussions Recruit attendees to your events Invite people to join your mailing list p p j y g Copyright © 2010 Constant Contact, Inc. 42Basic Anatomy of a LinkedIn Profile N L ti B i Stt Communication Options Name, Location, Basic Stats Logo Your Photo or Your Logo Work Experience, Now & Then Information You Share Your Network and Other Info Tweets, Blog Posts, Recommendations, etc. Copyright © 2010 Constant Contact, Inc. 43Building 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 footer) Outgoing Email Signature Business Card Printed Collateral: mailers, flyers, y invoices, etc. 3. Put a sign in your storefront window 4. Add a message to your voicemail g y 5. Include a note on point-of-sale receipts and house coupons Copyright © 2010 Constant Contact, Inc. 44How Social Networks Grow: Boloco http://www.youtube.com/watch?v=S-H-p5dA5N4 Copyright © 2010 Constant Contact, Inc. 45Conversations Copyright © 2010 Constant Contact, Inc. 46Social Media Dos: Be the Expert Focus on the content: h k ld l 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 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. expertise Clearly convey your area of expertise. Copyright © 2010 Constant Contact, Inc. 47Dealing With The Positive Positive comments are an opportunity to interact and help spread the message Social networks can be a convenient way for people to share interest, excitement. 1. Comment back 2. Answer questions. 3. Share comments (content!) in other Source: Yelp aggregate rankings of b i S b marketing channels. 4. Possibly reward people who took the ( ff ) businesses, September 2009 time to post a positive comment offline). Copyright © 2010 Constant Contact, Inc. 48Engagement Starts with You! Start Conversations, Say Thank You 49Make Online Conversations Part of Your Presence Invite direction and feedback, and really LISTEN 50Social Media Don’ts What NOT to include in your Facebook, Twitter, and LinkedIn Updates. Don’t pitch. Don’t overtly self-promote. Don’t offer Don t incentives to get reviews or sharing. Don’t stray from your areas of business into: personal information, politics, sports, religion, etc. Copyright © 2010 Constant Contact, Inc. 51Turning Negativity into a Great Customer Experience Negative comments are inevitable: S i l k b i Social networks can be a convenient way for people to vent frustrations. 1 Always reach out to customer 1. the customer. Pick up the phone if possible 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. Copyright © 2010 Constant Contact, Inc. 52Managing Your Time Managing Your Time and Activities Copyright © 2010 Constant Contact, Inc. 53Do 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 right does not mean doing it a lot ” lot. It is important to stay active! 15 day minutes a day, 3 times per week is more than most small businesses. 2010 Small Business Attitudes & Outlook Survey Copyright © 2010 Constant Contact, Inc. 54What 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 the not-so-successful) (and not so 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, p g y g g etc. 4. The experts and influencers in your business. Copyright © 2010 Constant Contact, Inc. 55Popular Tools Used To Monitor and Manage your Time Popular time management and monitoring tools include: Google Alerts H tS it HootSuite TweetDeck SS RSS NutshellMail Copyright © 2010 Constant Contact, Inc. 56NutshellMail: Efficiently Monitor Activity Interact From One Place = Your Inbox 57Monitor Activity with NutshellMail Track your Page Insights NutshellMail also supports: With more to come soon….. Read Fan comments Reply from your InboxMeasuring Success Defining Social Media Marketing Success for Small Businesses and Organizations g Copyright © 2010 Constant Contact, Inc. 59Measuring 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 y gg g existing experts? Are you reaching new customers en masse? How are you reaching specific customers? Copyright © 2010 Constant Contact, Inc. 60Social Media Success for Small Business and Organizations Test to learn what works! Set up specific engagement campaigns to track social media programs that drive to your website (G l l ti ) Google analytics) 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. Social Media Marketing Industry Report 2010 Monitor Twitter for mentions and retweets; reward those influencers. Copyright © 2010 Constant Contact, Inc. 61ToeSox: Engagement Campaign to Increase Sales and Channel Awareness Toesox creates socks with a five-toe design, activating muscles for better balance and posture Toesox uses Constant Contact Email Marketing and is Facebook Twitter Marketing, active on Facebook, Twitter, and YouTube Their October 2010 Email Marketing N ltt f t dth f ll i ti Newsletter 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 grown from 300 to 1900 Facebook Friends.”Measuring Effectiveness: The Swinery The Swinery is a speciality butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) B i i d But it was viewed an additional 485 times & ”liked” by 181 readers Represents a 60% increase in reachA True Story: “I love nails!” nails! Next Steps Copyright © 2010 Constant Contact, Inc. 65Take the Next Step Sign up for a free, 60-day trial of Constant Contact Email Marketing Register for the free webinar: “The Power of Social Media, Sign up for NutShellMail by Constant Contact Social Media Webinar Email Marketing 60-Day Trial Use NutshellMail Copyright © 2010 Constant Contact, Inc. 1 No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results Toll-free: 866-876-8464 SEO, and Email”. Learn more about how Social Media Marketing can help small business and non profits optimize marketing efforts. constantcontact.com/learning-center Manage and monitor your social media activities in real time, on your time… right from your inbox. NutshellMail.com/register