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- 1. © 2012 social media marketing made simple
- 2. © 2012 Joanne Randall Constant Contact Authorized Local Expert Leap Year Marketing joanne@leapyearmarketing.com www.facebook.com/leapyearmarketing www.twitter.com/LeapYrMarketing 2
- 4. © 2012 social media endorsements = $ 51% of the U.S. sample had purchased a product based on an online recommendation. 4
- 5. © 2012 Source: Neilson Global Trust in Advertising Survey, 2007 social media is the new word of mouth you must provide a great experience you must engage with customers to help them spread the word 5
- 6. © 2012 © dennis nations 2011 concerns? you’re not alone… social media looks really interesting, but… I’ll never have millions of customers… using new marketing tools sound great, but… I will never write thought leadership articles…. reading what’s being said sounds useful, but… I’ll never have a dedicated staff to do it right… I hear about new tools and networks everyday, but… I just don’t have the time to stay current… 6
- 7. © 2012 what you do have is powerful… loyal, happy customers an excellent customer experience interesting and important things to say! 7 if you don’t… that’s what you want to focus on
- 8. © 2012 build community: Dingo • Dingo, a pet supply company, 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 now has 6,329 Likes and 14,140 Subscribers It took them 3 days! 8
- 9. © 2012 your contacts want to keep in touch, but on their terms 9 add social icons to email campaigns to define your audience’s preferred channels discover preferred channels 9
- 10. © 2012 kick-start growth: use your email list • announce your social presence in your newsletter • include social share links in every email • include social media sign up icons in every email 10
- 11. © 2012 look professional • complete your business profile • brand your presence • add starter content 11
- 12. © 2012 starter content • information, tips, and practical advice • questions asked by your customers • links to: – archived newsletters; event home and registration pages – polls and surveys – blogs (yours and others’); websites (yours, and others in your area of expertise) – thought-provoking discussions that inspires dialogue – relevant videos, photos, podcasts 12
- 13. © 2012 make content shareable 13
- 14. © 2012 reuse content: Focus HR 14
- 15. © 2012 1,000,000,000+ registered users 530,000,000+ daily users why create a business page? 15
- 16. © 2012 tips for your business page • make your settings public • post fun, engaging content including photos &videos • interact with your fans • add a “Join My Mailing List” custom tab 16
- 17. © 2012 17
- 18. © 2012 300,000,000+ active users 51% follow companies, brands or products on social networks should I be using Twitter? 18
- 19. © 2012 tips for using Twitter • share links to interesting content • write in a headline format • send direct messages (DMs) when appropriate • retweet content from people you are following • use hashtags to link tweets 19
- 20. © 2012 81% of B-2-B marketers are using LinkedIn 33% | 52% Nonprofits and Associations using LinkedIn what’s the deal with LinkedIn? 20
- 21. © 2012 tips for using LinkedIn • find individuals you know in a professional capacity • ask for introductions to connections in their networks • join groups; participate in discussions; recruit attendees to your events • ask for recommendations 21
- 22. © 2012 • focus on the content: share knowledge so people care • trade useful information for attention • inspire trust by filtering the noise social media “dos” 22
- 23. © 2012 social media “don’ts” • don’t pitch • don’t overtly self- promote • don’t offer incentives to get reviews or sharing • don’t get too personal 23
- 24. © 2012 address and encourage “positivity” • comment back • say “thank you”! • answer questions • share comments through other marketing channels • consider rewarding “positive posters” 24 -- Yelp aggregate rankings of businesses, 9/2009 do it again! create a great offer have clear call to action publish + promote meaningful results
- 25. © 2012 turn negativity around… • always reach out to the customer • let your network know you are addressing the issue • always seek to satisfy and delight, not defend 25
- 26. © 2012 monitor social sphere categories, topics, keywords similar companies your brand experts + influencers 26
- 27. © 2012 Hootsuite tools to manage + monitor 27
- 28. © 2012 NutshellMail tools to manage + monitor update your networks track your activity reply from your inbox 28
- 29. © 2012 Google Alerts tools to manage + monitor 29
- 30. © 2012 combine social with email: The Swinery • sent email newsletter to 3,765 subscribers • included social share bar • received 816 opens (22%) • viewed additional 485 times & ”liked” by 181 readers 60% increase in reach 30
- 31. © 2012 next steps… constantcontact.com »» Learning Center free social media webinars 60 days for free. call 866.876.8464 to start email marketing free trial NutshellMail.com/register use Nutshell Mail today 31
- 32. Take action! • Exclusive Offer: 30% Off CTCT for 3 Months • Promo code 30june • See me after for more information • Survey/Offer • FREE Website Match if you sign up today or within the next 30 days • FREE one hour phone consult with Leap year Marketing to get started on your first campaign • Signing up today=30% off CTCT for 3 months 32
- 33. © 2012 Joanne Randall Constant Contact Authorized Local Expert Leap Year Marketing 724-603-LEAP joanne@leapyearmarketing.com www.facebook.com/leapyearmarketing www.twitter.com/LeapYrMarketing 33
- 34. © 2012 34
Notas do Editor
- Thank you for coming. You have made a wise decision to be here today. Smart business people know that they can always learn more about how to market their business. Social media is certainly having an impact on the world as we know it. Please save your questions for the last 15 minutes. I may answer your questions as I go through the material.
- I’m going to take a quick poll. How many of you currently use Social Media in some form to market your business? How many spend 1-2 hours or more per day using social media to market your business? How many of you are currently not doing anything with social media to market your business?We are going to show you some ways to make social media easier and more simple to manage, no matter where you are in your social media experience. We will also show how to improve your social media marketing results by covering some social media marketing best practices.Can you help me out by offering some definitions of social media marketing? Success with social media does involve the use of technology and applications like FB, Twitter, LI, but understanding the technology isn’t as important as understanding the people who use the technology. Success with social media marketing depends heavily on your ability to relate to your customers and build relationships.
- 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
- If you have concerns, you’re not alone. Many small businesses think:(Click) Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000….(Click) Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles….(Click) Paying close attention to what’s being said on social media sounds useful, but… I’ll never have a dedicated staff to do it right…(Click) I hear about new networks everyday, but… I just don’t have the time to stay current
- What you do have is powerful! You can successfully market your small business or association because you have…Loyal, happy customersAn excellent customer experienceInteresting and important things to say!
- (B2C) Dingo Pet Supply, ran a promotion in order to build community and grow their contact lists.They collected the email address of all participants,They got everyone to like them on FacebookThey didn’t have to give half the proceeds to a third party. They reached 6k+ Likes and more than 15k subscribers![Backstory: they had 330 fans on Facebook and wanted to get to 5,000. They offered a $20 certificate to everyone who Liked them on Facebook and submitted their email address through their Facebook Page using the CTCT JMML app. Customers would only be sent the $20 certificate if they helped Dingo get to 5,000 likes. Dingo promoted the campaign through Facebook, Twitter and Email and used social media to keep their followers up to date on the progress and to encourage them to share the campaign with their social media followers and even blog readers. It only took Dingo 3 days to go from 330 Likes to over 5,000 Likes. They are now running the same campaign with a target of 25,000 Likes.]
- There are easy ways to discover which social media channels are your customers’ preferred channels. (Click) Remember: your contacts, customers, and prospective customers want to keep in touch with you on their terms, so dive in and learn the nuances of the more popular social media tools like Facebook, Twitter, and LinkedIn. Your audience, marketing objectives, and available resources will dictate which social media is right for your business or organization. Another easy idea? (Click) Add social media icons to your next email marketing campaign or website and measure the number of new fans, followers, comments, etc. You will quickly be able to assess which channels are the most popular using click-through information available within Email Marketing reports or website analytics .
- Announce your new presence in your newsletterwith a clear Call-to-ActionInclude standard links in every email so subscribers can share your contentInclude social media sign up icons in every email so subscribers can join you on your social sitesAnnounce your new presence in your newsletter with a clear Call-to-ActionInclude standard links in every email campaignAlways include a share bar in every email. Make it effortless for your network to share your great content
- Make sure your presence looks good: make your profiles polished and professional-looking.Complete your business profile with a: description, clear contact information, your website URL, and a Join-My-Mailing-List tab/information;Include your website URLBrand the presence: add your business logo, pictures, and a backgroundAdd starter content! It’s important to populate your social media profiles with interesting, relevant content before you begin inviting folks to fan, follow, friend, and link to you.
- Wondering what kind of starter content you can use to populate your profiles, today?Information, tips, and practical adviceQuestions asked by your customersOr links to:Archived Email Marketing newslettersPolls and SurveysEvent Homepages and registration pagesBlogs (yours and others)Websites (yours, and others in your area of expertise)Product or service reviews/testimonialsThought-provoking discussions that inspires debate and dialogueRich media: relevant videos, photos, podcasts
- Speaking of starter content, one of the best ways to reuse content is by repurposing email marketing newsletter content. Most Email Service Providers such as Constant Contact provide a Share Bar at the top of emails which will allow both you – and your recipients – to share your content across social networks. Whenever possible, add Social-sharing capabilities to your content to provide customers and prospects alike an effortless way to share it within their networks.
- This slide shows an example of Focus HR’s content reuse across multiple platforms: Website, Twitter, Facebook, and Email Marketing. The key takeaway? A little content can go a long way! Create content “sound bytes” for easier content reuse.
- Why are businesses and organizations using Facebook? It’s because the majority of people who use social media are on Facebook, which means your customers or members are there too. There are now 845 million active users, and more than 483 million of them log on to Facebook in any given day.They’re spending a lot of time on Facebook and it’s not just about connecting with their friends and family. Users are also connecting with the brands and businesses they like.Let’s meet one of those businesses, who we’ll use to illustrate how Facebook can be a key part of driving your strategy.[click to next slide]Source: Facebook S-1 filing, 4.23.12ADDITIONAL STATS: People Interact With their Favorite Brands on Facebook More than other Social NetworksFacebook – 34%, Twitter – 4%, LinkedIn 1%2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse
- Create a Business PageRecruit fansFill with content that is relevant to them – comments, photos, videosMake settings public so your customers and prospects can find youUse as an alternate landing page for your email Add a “Join My Mailing List” form to invite people to join your listA few important things to know about Facebook’s functionality include:Like – let’s the Business Page administrator know that you are a fan of their business, association, or brand. Upon “Liking”, a user can engage with the business page.Post – text, pictures, videos, etc. – the action of putting up content to your pageComment – Leaving a written response for all to see, be it positive or negativeShare – extending the reach of any content object within that user’s network. The content will reference it’s source. ‘Share’ also gives you the ability to send content as an inter-Facebook message to a unique userGroups – Administrated discussion groups within Facebook on varied topics(Click) Applications – Join My Mailing List! As with any marketing outpost, you will always strive to collect the contact information of a prospect in order to engage more deeply with them, in more targeted ways. Constant Contact provides you the ability to do this by adding it’s JMML Application to your Business Page on Facebook. As you learn more about applications, you can search for an add those that are right for your business.
- 4. This is a great example of a simple-yet-engaging piece of content that is easy to post on a business page. The BFM noticed a quirky watermelon and snapped an imromptu picture… the Likers and comments were plentiful. This example proves that social media marketing need not be planned or formal; the beauty of social media is that pictures, video, and other media can be spontaneous and fun. The act of posting a photo like this shows that BFM is friendly and inviting = relating to their customer base in an approachable way, inviting engagement.
- 51% of active Twitter users follow companies, brands or products on social networks - Edison Research, February 2010If you ask the folks at Twitter if they are a social media network, they will correct you and identify themselves as an “Information Sharing Tool”. In essence, Twitter allows you to listen to global conversations about anything and everything in real time, as they are happening. This is important to any Small Business Owner for many reasons, including:
- It gives you an easy way to listen to what is being said: about you and your industry; and about your domain of expertise and your competitors;You can become part of the “conversation”, engaging and adding value to the many-to-many dialogue. Cultivating an approachable online personality will increase your visibility and network-effect over time.Using Twitter, you can:Share links to interesting content & ask for feedbackTweet a survey or pollSend Direct Messages (DMs)Retweet content from people you are following
- 81% of Business to Business marketers are using LinkedInB to B Magazine33% of Non-profits and 52% ofAssociations using LinkedInNonprofit Social Network Survey Report, 2009
- Manage your professional contacts and relationshipsFind individuals you know in a professional capacityJoin networks or groups by industry, geography, or work historyParticipate in discussionsRecruit attendees to your eventsInvite people to join your mailing list
- When getting started with social media marketing, be the expert!1. Focus on the content - share knowledge so people careIt’s not about youIt’s about what you know2. Trade useful information for attentionWill they talk about it when out with friends?Will they look forward to your next communication?Will they be inspired to share/tweet/comment on this information?3. Filter out the noise by narrowing focusing on creating a stream of relevant, interesting contentBe an expertClearly convey the mission. It’s OK to deviate at times, but stick to a 90/10 rule of thumb
- DN note: the graphic here tells more than the story that is needed…just want to focus on the fact that in the study, 67% of businesses received 4 out of 5 stars or better, with only 15% receiving 2 or fewer starsOnce you are actively monitoring for social media channels, you will encounter both positive and negative comments. Positive comments are a perfect opportunity to interact and help spread your messages and other content. Social networks are a convenient way for people to share interest and excitement, but more importantly… relationships. So what should you do?Comment back. A simple sentence to show you are interested in what they have to say demonstrates that you are listening to your customers, and those prospects that are lurking. Whenever someone says something positive about your business, simply say ‘Thank you!’ online – publically – to reinforce continued engagement and show prospective customers that you are listening.Answer questions. Clear and helpful answers to questions posed by your customers is a hallmark of excellent customer service. The benefit of answering them on your social media network is twofold: 1) odds are others have the same question and will be helped- or chime in for more information, and 2) you can then repurpose your answer (content!) by including it in your Email Marketing, Tweeting it, etc.This graph shows Yelp’s aggregate rankings of businesses as of September, 2009. Yelp is a ratings and review social site which allows consumers to share the experiences they've had with local businesses. This As you can see, the majority of online feedback is positive.
- Negative comments are inevitable: social networks can be a convenient way for people to vent any frustrations. Remember that social media marketing is about creating positive relationships through many-to-many (not one-to-one or one-to-many) engagements. Rather than fear negative comments and a tarnished reputation, look at every negative review as an opportunity to engage with the dissatisfied customer, resolve their problem, and further delight them with an excellent customer experience. Study after study shows that if you can resolve a problem, a customer will be more likely to buy again and recommend you than someone who had a pleasant experience the first time around. And since most content that is shared on social networks can be seen by others, your engagement with both positive and negative commentary will inspire credibility and trust with both old – and new customers. [Note: see in-slide example. Boloco asks a complaintive customer to Direct Message them his Boloco member card number so that they can remedy a poor experience, a.k.a., give him a free burrito on-the-house. Notice that the interaction took place on Twitter, offline, in a Direct Message (DM), but Boloco publicly and graciously responded so that Boloco’s quick action to satisfy their customer is transparent to all Followers).1. Always reach out to the customer, ideally offline!Pick up the phone if possibleUse a private message, email, or DM2. Let your network know that you are addressing the issue. [See Boloco example above]Don’t be afraid of publically addressing a negative comment on social networks. Delight the customer to turn a negative experience into a positive one they’ll tell their friends about!
- What should you monitor? Monitor the activity of all your social presences, including:Your Brand. Think about all it’s possible spellings / configurations. For example: Far And Away Bicycles, Far & Away, Bicycles, Bikes, etc.Your competitors. Spot successful tactics being used by others in your 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 LinkedIn profiles? What do they look like?3. Categories, topics, and keywords of your business. For example:Pets, Dog Day Care, Cat, Dog, Pet sitting, Animals, Rescue etc.Take a few minutes to make a list of the main topics you’re monitoring, and then make a list of three or four subtopics. If you think about it, when you’re focused on your reader and your expertise, most of what you’re going to be monitoring falls under five to seven main topics. Set these topics up in Google Alerts or Twitter to begin to get a pulse on the conversations happening and content being distributed.4. The experts and influencers in your business. Watch not only what they’re saying, but what they’re sharing, which events they’re choosing to promote, who they’re following, etc.
- When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but not least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
- When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but note least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
- When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but note least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
- Let’s look at a case study of how one small business measures the overall effectiveness of their social media efforts. The Swinery, a specialty butcher shop in Seattle, measures effectiveness by “Reach”. They:Sent an email newsletter to 3,765 subscribersReceived 816 opens (22%)BUT it was viewed an additional 485 times, and Liked by 181 readers, representing a 60% increase in reach compared to normal email marketing efforts. This was due to the inclusion of a share bar in the header of their email campaign.
- multi-product slide…could be swapped out for a different product-specific image, SP-related content, etc. – idea is that this is the chance for the presenter to “introduce” Constant Contact…