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Smmms (as of 2 26-13)
1.
Social Media Marketing
Made Simple A Best Practices and Strategy Overview for Small Business and Nonprofits
2.
Contact Information Kelly Mirabella Social
Media Geek & Constant Contact Local Expert Stellarmediamkt@gmail.com facebook.com/stellar247 @stellar247 http://www.linkedin.com/in/kellymirabella Upcoming Seminars StellarClasses.com Insight Provided by KnowHow Visit: www.constantcontact.com/learning-center 2 Copyright © 2011 Constant Contact, Inc.
3.
Our Agenda
What Is Social Media Marketing? Why Market Using Social Media? Doing It Well: Best Practices for Social Media Marketing for Small Business Connections Engaging Content Conversations Managing Your Activity and Time Next Steps Copyright © 2012 Constant Contact, Inc.
4.
Social Media Marketing: What
is It and Why Do It? Copyright © 2012 Constant Contact, Inc.
5.
Why Do We
“Market”? More… Customers Clients We Want More! Volunteers Donors/Members Brand Awareness Sales Time in the day! Copyright © 2012 Constant Contact, Inc.
6.
New Tools Have
Changed the Shape of Small Business Marketing Tools Used to Market My Business Facebook 96% TwiAer 76% LinkedIn 62% Video Sharing 53% Photo Sharing 38% Review Sites 35% Find Social Media Tool Effective* Loca1on-‐Based Services 25% 86% Facebook Local / Daily deals 24% 71% Video Sharing 60% Twitter MySpace 19% 55% LinkedIn 45% Local / Daily Deals Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees. Copyright © 2012 Constant Contact, Inc.
7.
Five Types of
People: Leverage Relationships to Inspire Engagement Raving Prospects Disinterested Fans Customers Suspects Copyright © 2012 Constant Contact, Inc.
8.
Social Media Marketing
Is … Building your social network 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. Copyright © 2012 Constant Contact, Inc.
9.
Concerns? You Are
Not Alone Social media marketing looks interesting, but … I will never have a million customers or even 5,000. Using new, inbound marketing tools sound great, but … I will never write thought leadership articles. Paying attention to what’s being said on social media 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. Copyright © 2012 Constant Contact, Inc.
10.
What You DO
Have is Powerful You can successfully market your small business or association because you have … • Loyal, happy customers • An excellent customer experience • Interesting and important things to say! Copyright © 2012 Constant Contact, Inc.
11.
Doing 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 © 2012 Constant Contact, Inc.
12.
Set Reasonable Goals
and Expectations Leverage your excellent customer experience for social media success Drive engagement (action) Encourage repeat business Encourage referrals Get online endorsements Reach new customers through online, word-of-mouth marketing Copyright © 2012 Constant Contact, Inc.
13.
Dingo: Build Community
and Contacts 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 gained Dingo kept their fans up 6,329 Likes and 14,140 subscribers to date on their progress. Dingo’s fans shared their campaign through social It took them 3 days! networks and on their own blogs. Copyright © 2012 Constant Contact, Inc.
14.
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 Copyright © 2012 Constant Contact, Inc.
15.
Connections
Copyright © 2012 Constant Contact, Inc.
16.
Be Where Your
Customers Are Social Content Reviews & LocaKon-‐Based Networks Sharing RaKngs Sites Services The sites that your customers and members are using The sites that your partners & suppliers are using The sites that your competitors are using Copyright © 2012 Constant Contact, Inc.
17.
Discover Preferred Channels
Add social icons to email Your contacts want to campaigns to define your keep in touch, but on audience’s preferred channels their terms Email Facebook TwiAer Copyright © 2012 Constant Contact, Inc. 17
18.
Kickstart 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 signup icons in every email so subscribers can join you on your social sites. Copyright © 2012 Constant Contact, Inc.
19.
Look Professional Complete your
business profile Description Contact information Website URL Join My Mailing List Brand your presence Logo, pictures, background Add starter content Copyright © 2012 Constant Contact, Inc.
20.
Focus Your Presence Make
your social presence a reflection 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 choose your expertise and areas of engagement. Put the social in the social media. Be broad and informal … and have fun! Copyright © 2012 Constant Contact, Inc.
21.
Engaging Content
Copyright © 2012 Constant Contact, Inc.
22.
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 pages – Blogs (yours and others’) – Websites (yours and others in your area of expertise) – Product or service reviews – Thought-provoking discussions that inspire dialogue – Relevant videos, photos, podcasts Copyright © 2012 Constant Contact, Inc.
23.
Content is King! Content
is the feeder of social networks Write great content once, then 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 © 2012 Constant Contact, Inc.
24.
Make Content Shareable/Broadcast-able
25.
1 billion monthly
active users at the end of June 2012 More than 50% of Facebook users log on any given day Facebook Statistics, 2011 ________________________________ 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 © 2012 Constant Contact, Inc.
26.
Basic Anatomy of
a Facebook Business Page Cover photo & profile picture Recent photos and images Public List of Friends/Fans Posts by You and Others Copyright © 2012 Constant Contact, Inc.
27.
Copyright © 2012
Constant Contact, Inc.
28.
Copyright © 2012
Constant Contact, Inc.
29.
Copyright © 2012
Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
30.
Copyright © 2012
Constant Contact, Inc.
31.
Copyright © 2012
Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
32.
Twitter
56% of customer tweets to companies are being ignored. AllTwitter 2012 34% of marketers have generated leads using Twitter. Digital Buzz Blog, 2012 _______________________ 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 © 2012 Constant Contact, Inc.
33.
Basic Anatomy of
a Twitter Feed Basic Info, Link, Description Avatar – Logo or Photo Your Handle Most Recent & Past Tweets Followers and Following Recent Images Copyright © 2012 Constant Contact, Inc.
34.
86% of B2B
marketers use LinkedIn Chief Marketer. “Social Marketing Goes Mainstream: Chief Marketer Annual Survey Find Marketers Believe in Power of Social.” 2011. There are over 75,000 Nonprofit groups using LinkedIn Nonprofit LinkedIn Learning Center, 2011 ________________________________ Manage your professional contacts and relationships Find individuals you know in a professional capacity Join networks or groups by industry, geography, or work history Participate in discussions Recruit attendees to your events Invite people to join your mailing list Copyright © 2012 Constant Contact, Inc.
35.
Basic Anatomy of
a LinkedIn Profile Name, Location, Basic Stats Your Photo or Your Logo Work Experience, Now & Then Information You Share Communication Options Other Info, Twitter, Websites, etc. Copyright © 2012 Constant Contact, Inc.
36.
Building 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, invoices, etc. 3. Put a sign in your storefront window 4. Add a message to your voicemail 5. Include a note on point-of-sale receipts and house coupons Copyright © 2012 Constant Contact, Inc.
37.
Conversations
Copyright © 2012 Constant Contact, Inc.
38.
Social Media Dos:
Be the Expert Focus on the content: 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. Clearly convey your area of expertise. Copyright © 2012 Constant Contact, Inc.
39.
Dealing 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: SocialMediaQuickstarter.com, 2011 marketing channels. 4. Possibly reward people who took the time to post a positive comment (offline). Copyright © 2012 Constant Contact, Inc.
40.
Engagement Starts with
You! Start Conversations, Say Thank You Copyright © 2012 Constant Contact, Inc.
41.
Make Online Conversations Part
of Your Presence Invite direcKon and feedback, and really LISTEN Copyright © 2012 Constant Contact, Inc.
42.
Social 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 incentives to get reviews or sharing. Don’t stray from your areas of business into: personal information, politics, religion, etc. Copyright © 2012 Constant Contact, Inc.
43.
Turning Negativity into
a Great Customer Experience Negative comments are inevitable: Social networks can be a convenient way for people to vent frustrations. 1. 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 are addressing the issue. Respond! Show that you are listening and respond positively, publically 3. Always seek to satisfy and delight, not defend. Copyright © 2012 Constant Contact, Inc.
44.
Managing Your Time
Managing Your Time and Activities Copyright © 2012 Constant Contact, Inc.
45.
Do 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.” It is important to stay active! 15 minutes a day, 3 times per 2011 Small Business Attitudes week is more than most small & Outlook Survey businesses. Copyright © 2012 Constant Contact, Inc.
46.
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 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? 3. Categories, topics, and keywords of your business. For example: pets, dog day care, cat, dog, pet sitting, animals, rescue, etc. 4. The experts and influencers in your business. Copyright © 2012 Constant Contact, Inc.
47.
Monitor and Manage
your Time Popular time management and monitoring tools include: Google Alerts HootSuite TweetDeck RSS NutshellMail Copyright © 2012 Constant Contact, Inc.
48.
NutshellMail: Efficiently Monitor
Activity Interact From One Place = Your Inbox Copyright © 2012 Constant Contact, Inc.
49.
Use NutshellMail to
Engage, on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. www.nutshellmail.com Read Fan comments Reply from your Inbox Copyright © 2012 Constant Contact, Inc.
50.
Measuring Success Defining
Social Media Marketing Success for Small Businesses and Organizations Copyright © 2012 Constant Contact, Inc.
51.
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 with existing experts? Are you reaching new customers en masse? How are you reaching specific customers? Copyright © 2012 Constant Contact, Inc.
52.
Social 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 (Google analytics) How many have read your blog? Watch how many are clicking on the social media icons in your own emails. ExactTarget, "Subscribers, Fans and Followers: The collaborative Future." September 8, 2010 Encourage and track how many people are joining your list from social media. Monitor Twitter for mentions and retweets; reward those influencers. Copyright © 2012 Constant Contact, Inc.
53.
Next Steps
Copyright © 2012 Constant Contact, Inc.
54.
Take the Next
Step Email + Social = Webinars Social Media Quickstarter Success, Guaranteed. Sign up for a free Email Register for our free Get a Social Media MarkeKng trial. webinars: Quickstart! Sa1sfac1on guaranteed. Learn more about how Get started building Arm yourself with the tools, social media marketing connections through playbook, and coaching to get your can help small business social media marketing, first campaign in front of your and nonprofits optimize today! email subscribers and social marketing efforts. networks. Watch your business grow! Toll-‐free: 866-‐876-‐8464 constantcontact.com/ constantcontact.com learning-‐center socialquickstarter.com Copyright © 2012 Constant Contact, Inc.
55.
Upcoming Classes from
Stellar Media Marketing Mastering LinkedIn in 2013 Date: March 6, 2013 Time: 2pm – 4pm (The class is only an hour then there will be an hour hands on workshop) Location: Englewood, CO | Arapahoe Library District Administrative Offices Investment: Regular $40 BOGO $30 each At The Door: $45 Buy today and get $10 off your regular ticket! Social Media for Small Business Facebook – LinkedIn – Pinterest + More This class includes lunch! Date: March 15, 2013 Time: Noon – 1:30pm Location: Englewood, CO | Arapahoe Library District Administrative Offices Investment: Early Bird: $25 Regular $40 BOGO $30 each Early bird ends this Friday! Copyright © 2012 Constant Contact, Inc.
56.
Contact Information Kelly Mirabella Social
Media Geek & Constant Contact Local Expert Stellarmediamkt@gmail.com facebook.com/stellar247 @stellar247 http://www.linkedin.com/in/kellymirabella Upcoming Seminars StellarClasses.com Insight Provided by KnowHow Visit: www.constantcontact.com/learning-center 56 Copyright © 2011 Constant Contact, Inc.