Social Media Monitoring for the Little Guys
Mark Schmulen, Manager of Social Media, Constant Contact
Mark will share how small businesses can effectively leverage and measure their social media marketing efforts without having to waste a lot of time.
Mark Schmulen:Social Media Monitoring for Small Business
1. How To Monitor & Measure $uccess?
Social Media Marketing for SMBs
2. Introduction
Mark Schmulen
General Manager of Social Media
Constant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen
10. 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
11. 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
12. New tools have changed the game.
Businesses focus
on acquisition
Revenue and profit
are generated by
repeat customers
Find
Convert
Keep
Find
Convert
Keep
Traditional Marketing Interactive Marketing
13. Apply New Tools To The Cycle
Start with your passionate
customers and
interesting content
Email
Marketing
Social Media
Marketing
Suspect
Customer
Fan Prospect
16. This is just funny
Elicits a Physical & Measurable Response
17. 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
20. 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
22. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
23. 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
24. 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
25. 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
28. 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
29. 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% of your
next manicure
Say “I Love Glamour Nails” to get
20% of your next manicure
Say “I Love Getting My Nails Done” to
get 20% of your next manicure
32. 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
40. Q & A
Mark Schmulen
General Manager of Social Media
Constant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen
Editor's Notes
The Influencer of Today has Changed: It’s now you or meIt’s Word-of-Mouth in the digital age:It’s easy to share and forward messagesReach more people, quicklyPositive endorsements help your brandNegative feedback can hurt your brandYour Fans and Followers can Become Your Brand Ambassadors, Endorsing You and building long-lasting positive buzz
Regardless of technologies applied, the human relationship cycle does not change.
Regardless of technologies applied, the human relationship cycle does not change.
Email marketing allows you to build trusting relationships and nurture early relationships, while acquiring some new customers from your passionate customersSocial media marketing uses your raving fans to acquire new customers, connect with prospects and begin nurturing deeper relationshipsEmail marketing should encourage broader relationships through social media marketingSocial media marketing should encourage deeper relationships through email marketing
Section Break: Why Market Using Social Media?Creating a PresenceKick-Starting your Following and Building over TimeUsing Content that Inspires SharingMaking it a Part of Every DayDefining Social Media Marketing Success for Small Businesses