How we do Social Media Marketing for Small Business
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Insights from VP of Communications, Kathy Sacks, on how Infusionsoft adopts and leverages social media marketing to grow the business. Great example for small business owners and entrepreneurs to draw from. Questions? @KathySacks or @Infusionsoft -- Web: http://www.infusionsoft.com/ Blog: http://www.infusionblog.com/
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How we do Social Media Marketing for Small Business
- 1. How we do Social Media Marketing Kathy Sacks VP Communications Infusionsoft @kathysacks @infusionsoft
- 3. I’m not here to sell you on social.
- 6. All-in-One Sales & Marketing Software (FOR SMALL BUSINESS)
- 7. Our Story • 7,500+ Customers • 25,000+ users • 180 employees • Arizona headquartered • Web-based software • Over 60MM emails/week • 99% email deliverability • Used & endorsed by expert marketers • Customer say: “It’s changed my life.”
- 8. It started with a blog. His name was Joe Manna
- 9. Our Social Program’s Food Groups
- 10. Blog Social Content Networks Online Video Forum
- 16. Customer Love
- 19. To Respond or Not to Respond?
- 21. Others come to our defense
- 22. Turnaround: negative positive
- 23. What works on Facebook • Share news, events • Polls • Product hyping • Special offers • Capture leads—add a webform • Identify customer testimonial candidates • Learn about what small businesses are thinking • The ways I grow my business are:_____ • My business needs ______ to hit goals this year. • Photos • Use images, videos. • Share culture!!
- 25. Video
- 27. Tools we use
- 28. Social Tools • Hootsuite – social network listening, engagement • Google Alerts • Sysomos – monitoring all online conversation • Timely – timed tweets • Wordpress – blog content mgmt system • Feedburner – blog RSS feed • Infusionsoft—capture leads from FB • Slideshare
- 29. • Increase adoption overall • Create hub & spoke system • More blog authors • Intranet • More content • Connect dots sales • Facebook contests
- 30. What I’ve Learned 1. People are the answer 2. Tap the most interested employee(s) to lead it 3. You gotta start somewhere 4. Walk before you run 5. Use tools daily. That’s what they are there for 6. You can’t force people to do it. Persuade daily. 7. Quiet the haters with proof. You watch. They’ll eventually turn & evangelize.( Eventually) 8. Experiment, monitor, tweak, experiment some more
- 32. So Kathy Sacks…. What’s the direct correlation between your social media marketing spend and sales? Nothing could be a dumber question
- 33. Our Why 1. Customer service Help. Serve. Extinguish. Wow. 2. Increase web traffic 3. Drive sales leads 4. Generate positive word-of-mouth 5. Brand awareness 6. Gain attention of influencers 7. Press opportunities 8. Find talent
Editor's Notes
- Whenever I go to marketing conferences, usually 80% of the talks are about convincing people why they should be doing social media. I’ll take a leap and assume that as this is the social media arizona conference, smaz as it’s been lovingly monikered, the larger majority of you are here not to be persuaded why, but instead to learn about new ways to use it so you can be marketing with social media in perhaps a more thoughtful, effective way.
- I’m here to talk about how we use social media as a part of our overall marketing mix.
- So before I go into how we do that and give you examples, I’ll tell you what it is that we do so you can better understand how it fits into our strategy.
- Today our team has grown. 1.75 people managing social daily. Joe has been able to get out of the daily and start to think ahead and plan ahead.Outside of that we have a typical structure you’d expect for an organization our size. Marketing team of 20 people. PR, events, content, lead generation, partners, customer marketing, web, creative
- Today we have 1.5 people dedicated to social media, community management. PR manager
- We do reports, webinars, events, byline articles, blog posts
- 1200 pageviews in one week
- find someone already on your team to do it, and if that doesn't exist go out and find someone who is passionate about your industryDo i believe agencies? No., i don't. Not to the level Needs internal sponsorship, internal voice.Culture--you have to have someone internally who can raise the flag of social media
- What's our whyServing people, talk to them on their turf, help them outextinguishing brand damage, we all screw up--we can respond quicklyQualified web traffic, demosThought leadership--all of sudden press comes to usOver time, we’ve gotten more sophisticated. It wasn’t until earlier this year that we invested in monitoring tools, before that it was Google. And manual.