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Social Media Marketing for Small Business

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Our Social Times
Our Social Times

Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.

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Social Media Marketing for Small Business
www.oursocialtimes.com www.oursocialtimes.com/events
Why Use A Dashboard? • Time is Valuable for a Small Business • You Have a Team to Coordinate • You need to Organize! • Set up Searches • Monitor your Competitors
How MarketMeSuite Users Do It • Reply Campaigns to Geo-Target • Dotted Content and Signatures • Branding for Added Exposure • Scheduling to Save Time • RSS posting and giving author credit
Geo-Targeting
Branding and Facebook Signatures You can change the link under the Post to go back to YOUR website
Save Time With RSS Make sure to give credit to blog authors!
Do’s and Don’ts of SM Marketing • Do Geo-Target • Do Be Organic • DON’T spam • DON’T be afraid to unfollow • Do always be present • Do Monitor Your Competitors • Do Use Social Media for CRM • Do use OneForty, Constant Contact and MarketMeSuite as resources ;)
Engagement Rules How Email and Social Media Work Hand-in-Hand to Grow Business
Introduction Josh Mendelsohn Senior Product Marketing Manager of Social Media Constant Contact Email: jmendelsohn@constantcontact.com Blog: http://blogs.constantcontact.com/ @mendelj2 linkedin.com/in/joshsmendelsohn
The Roles of Media Have Changed Paid Media Owned Media Earned Media Brand pays to A Channel controlled The customer leverage a channel by the brand becomes the channel Examples: Examples: Examples: TV Commercial Website Forward Newspaper Ad Blog Like Sponsorships Email List ReTweet Display Ads Facebook Page Check-in GroupOn(s) Twitter Account Stumble Catalyst to create Assets to engage, Listen, Respond & awareness & feed build relationships & Engage to encourage Owned Media spark WoM continued advocacy Copyright © 2011 Constant Contact, Inc. 11
Levels of Influence Influence Quotes Paid Owned Earned Media Media Media 12 Copyright © 2011 Constant Contact, Inc.
The Importance of Permission Permission Marketing is centered around obtaining customer consent to receive information Why is this valuable? Permission = Consent Permission = Intent Permission = Anticipation • Forms of Permission Opt-in with email address Facebook Like Twitter Follow LinkedIn Connection 13 Copyright © 2011 Constant Contact, Inc.
Engagement Increases Sales and Referrals Likelihood to Buy 51% 68% 68% 53% 69% 64% Likelihood to Recommend ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010
Email & Social Media = Engagement Both are forms of Permission Marketing Both facilitate Relationship Building Your audience wants choices They work best when Integrated into a complete Engagement Strategy Copyright © 2011 Constant Contact, Inc. 15
The Inbox vs. The NewsFeed The NewsFeed Black Hole Copyright © 2011 Constant Contact, Inc. 16
The Inbox vs. The NewsFeed Email is still the best way to get your message heard Copyright © 2011 Constant Contact, Inc. 17
The Inbox vs. The NewsFeed Social Media is the best way to get your message spread Copyright © 2011 Constant Contact, Inc. 18
Email & Social Media Work Hand-in-Hand Email Lights the Fire Social Fans the Flames Copyright © 2011 Constant Contact, Inc. 19
ESP’s Need to Provide Small Organizations with the tools to succeed Tools to Expand your reach: Tools to Grow your following: Tools to Monitor success: • Simple Share • Follow Me Buttons • Social Stats • Share Button • Facebook Sign Up Form (JMML) • NutshellMail • Social Share Bar • Follow Me Email Templates • Share Your Event • Blog to Email Block • Insert Video Copyright © 2011 Constant Contact, Inc. 20
Small Business, Social Business. starting with Twitter 1. Why? 2. How? 3. What NOT to do. Laura “@Pistachio” Fitton 4. Find the right tools. CEO/Founder – oneforty 5. Keep it all together. Co-author – Twitter for Dummies
“by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
Small Business, Social Business. starting with Twitter 1. WHY?
Why Consumers Follow Brands • Updates on future • Fun/entertainment products (#1: 38%) • Exclusive content • Stay informed about • Learn more about the company activities company • Discounts and • Show others my support promotions for the company • Updates on upcoming • Share ideas/provide sales feedback (#10: 20%) • Samples/coupons CoTweet ExactTarget 2010
“Just for PR & Marketing, right?” • Marketing • Brand Monitoring • Advertising • SEO & Traffic • PR/word of mouth • Promote events • Social CRM • Create & share • Sales content • Contests & offers • Build community • News & trends • Earn social capital • Customer Service • Networking
“Everything email touches…” • Events backchannel • Decentralized teams • Research • Employee support • Collaboration • Mentoring • Innovation • Problem-solving • Recruiting • Purely social • Best practices • Knowledge • Project status management • Sourcing solutions
Small Business, Social Business. starting with Twitter 2. HOW?
Listen. Learn. Care. Serve.
Listen.
SMMhttp://bit.ly/bestsmmtools Survey
SMM Survey
Learn. • Act on what you’re hearing • Shine a light on others’ ideas • Innovate • Measure and notice what’s working • Apologize when you screw up • Encourage your team to explore and take risks • Try new stuff. Repeat. 34
Care. Your Mother Taught You How To Tweet 1. Dress nicely – Background & avatar 2. Introduce yourself – Complete profile, link on your site 3. Be a good conversationalist – Listen. Respond. Be relevant. Be useful.
Care. Manage Customer Relationships • Get involved where customers already are • Build relationships and keep in touch throughout the Customer Lifecycle -- save searches, track deals, manage contacts & projects • TIP: Try a Social CRM tool with many different integrations 36
Serve. Create great content • Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars • Cover things your prospective customer cares about and needs to know. • Tool tip: Try Disqus for blog comments: – encourage social sharing – engage prospects – organize email addresses 37
Serve. Curate great content • Be a one-stop-shop for everything customers need • “Do what you do best and link to the rest!” -@jeffjarvis • Resist “NIH” (not invented here) don’t try to generate all the content yourself http://14t.me/curatecontent
Small Business, Social Business. starting with Twitter 3. What NOT to do.
We Need More Followers! Clickthrus? Fans? Friends? Traffic? Klout? Influentials? SOMETHINGS? Right? Don’t we? Hello?
You Need Business Objectives. Then, measure what you’re actually trying to do.
We Need Social Campaigns! not so much. Invest in Social literacy.
The ROI is Unproven! +
The ROI is THERE • Track conversions from social media • Build and track relationships and leads • Track converstions with in- page analytics • Retain customers and create fans • Save costs - customer support, lead generation
Small Business, Social Business. starting with Twitter 4. Find the right tools
Learn More…
Learn More…
Toolkits…
Small Business, Social Business. starting with Twitter 5. Keep it all together
http://bit.ly/socbasebeta
SocialBase. Everything in one place. Any tool. Any workflow. BENEFITS • Brings order and expertise immediately • Customizable and programmable • Expert training wheels for social projects • Brings scale and collaboration from one desktop
Social Media Marketing for Small Business

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Social Media Marketing for Small Business

  • 1. Social Media Marketing for Small Business
  • 2. www.oursocialtimes.com www.oursocialtimes.com/events
  • 3. Why Use A Dashboard? • Time is Valuable for a Small Business • You Have a Team to Coordinate • You need to Organize! • Set up Searches • Monitor your Competitors
  • 4. How MarketMeSuite Users Do It • Reply Campaigns to Geo-Target • Dotted Content and Signatures • Branding for Added Exposure • Scheduling to Save Time • RSS posting and giving author credit
  • 6. Branding and Facebook Signatures You can change the link under the Post to go back to YOUR website
  • 7. Save Time With RSS Make sure to give credit to blog authors!
  • 8. Do’s and Don’ts of SM Marketing • Do Geo-Target • Do Be Organic • DON’T spam • DON’T be afraid to unfollow • Do always be present • Do Monitor Your Competitors • Do Use Social Media for CRM • Do use OneForty, Constant Contact and MarketMeSuite as resources ;)
  • 9. Engagement Rules How Email and Social Media Work Hand-in-Hand to Grow Business
  • 10. Introduction Josh Mendelsohn Senior Product Marketing Manager of Social Media Constant Contact Email: jmendelsohn@constantcontact.com Blog: http://blogs.constantcontact.com/ @mendelj2 linkedin.com/in/joshsmendelsohn
  • 11. The Roles of Media Have Changed Paid Media Owned Media Earned Media Brand pays to A Channel controlled The customer leverage a channel by the brand becomes the channel Examples: Examples: Examples: TV Commercial Website Forward Newspaper Ad Blog Like Sponsorships Email List ReTweet Display Ads Facebook Page Check-in GroupOn(s) Twitter Account Stumble Catalyst to create Assets to engage, Listen, Respond & awareness & feed build relationships & Engage to encourage Owned Media spark WoM continued advocacy Copyright © 2011 Constant Contact, Inc. 11
  • 12. Levels of Influence Influence Quotes Paid Owned Earned Media Media Media 12 Copyright © 2011 Constant Contact, Inc.
  • 13. The Importance of Permission Permission Marketing is centered around obtaining customer consent to receive information Why is this valuable? Permission = Consent Permission = Intent Permission = Anticipation • Forms of Permission Opt-in with email address Facebook Like Twitter Follow LinkedIn Connection 13 Copyright © 2011 Constant Contact, Inc.
  • 14. Engagement Increases Sales and Referrals Likelihood to Buy 51% 68% 68% 53% 69% 64% Likelihood to Recommend ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010
  • 15. Email & Social Media = Engagement Both are forms of Permission Marketing Both facilitate Relationship Building Your audience wants choices They work best when Integrated into a complete Engagement Strategy Copyright © 2011 Constant Contact, Inc. 15
  • 16. The Inbox vs. The NewsFeed The NewsFeed Black Hole Copyright © 2011 Constant Contact, Inc. 16
  • 17. The Inbox vs. The NewsFeed Email is still the best way to get your message heard Copyright © 2011 Constant Contact, Inc. 17
  • 18. The Inbox vs. The NewsFeed Social Media is the best way to get your message spread Copyright © 2011 Constant Contact, Inc. 18
  • 19. Email & Social Media Work Hand-in-Hand Email Lights the Fire Social Fans the Flames Copyright © 2011 Constant Contact, Inc. 19
  • 20. ESP’s Need to Provide Small Organizations with the tools to succeed Tools to Expand your reach: Tools to Grow your following: Tools to Monitor success: • Simple Share • Follow Me Buttons • Social Stats • Share Button • Facebook Sign Up Form (JMML) • NutshellMail • Social Share Bar • Follow Me Email Templates • Share Your Event • Blog to Email Block • Insert Video Copyright © 2011 Constant Contact, Inc. 20
  • 21. Small Business, Social Business. starting with Twitter 1. Why? 2. How? 3. What NOT to do. Laura “@Pistachio” Fitton 4. Find the right tools. CEO/Founder – oneforty 5. Keep it all together. Co-author – Twitter for Dummies
  • 22. “by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
  • 23. Small Business, Social Business. starting with Twitter 1. WHY?
  • 24.
  • 25.
  • 26. Why Consumers Follow Brands • Updates on future • Fun/entertainment products (#1: 38%) • Exclusive content • Stay informed about • Learn more about the company activities company • Discounts and • Show others my support promotions for the company • Updates on upcoming • Share ideas/provide sales feedback (#10: 20%) • Samples/coupons CoTweet ExactTarget 2010
  • 27. “Just for PR & Marketing, right?” • Marketing • Brand Monitoring • Advertising • SEO & Traffic • PR/word of mouth • Promote events • Social CRM • Create & share • Sales content • Contests & offers • Build community • News & trends • Earn social capital • Customer Service • Networking
  • 28. “Everything email touches…” • Events backchannel • Decentralized teams • Research • Employee support • Collaboration • Mentoring • Innovation • Problem-solving • Recruiting • Purely social • Best practices • Knowledge • Project status management • Sourcing solutions
  • 29. Small Business, Social Business. starting with Twitter 2. HOW?
  • 34. Learn. • Act on what you’re hearing • Shine a light on others’ ideas • Innovate • Measure and notice what’s working • Apologize when you screw up • Encourage your team to explore and take risks • Try new stuff. Repeat. 34
  • 35. Care. Your Mother Taught You How To Tweet 1. Dress nicely – Background & avatar 2. Introduce yourself – Complete profile, link on your site 3. Be a good conversationalist – Listen. Respond. Be relevant. Be useful.
  • 36. Care. Manage Customer Relationships • Get involved where customers already are • Build relationships and keep in touch throughout the Customer Lifecycle -- save searches, track deals, manage contacts & projects • TIP: Try a Social CRM tool with many different integrations 36
  • 37. Serve. Create great content • Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars • Cover things your prospective customer cares about and needs to know. • Tool tip: Try Disqus for blog comments: – encourage social sharing – engage prospects – organize email addresses 37
  • 38. Serve. Curate great content • Be a one-stop-shop for everything customers need • “Do what you do best and link to the rest!” -@jeffjarvis • Resist “NIH” (not invented here) don’t try to generate all the content yourself http://14t.me/curatecontent
  • 39. Small Business, Social Business. starting with Twitter 3. What NOT to do.
  • 40. We Need More Followers! Clickthrus? Fans? Friends? Traffic? Klout? Influentials? SOMETHINGS? Right? Don’t we? Hello?
  • 41. You Need Business Objectives. Then, measure what you’re actually trying to do.
  • 42. We Need Social Campaigns! not so much. Invest in Social literacy.
  • 43. The ROI is Unproven! +
  • 44. The ROI is THERE • Track conversions from social media • Build and track relationships and leads • Track converstions with in- page analytics • Retain customers and create fans • Save costs - customer support, lead generation
  • 45. Small Business, Social Business. starting with Twitter 4. Find the right tools
  • 49.
  • 50.
  • 51. Small Business, Social Business. starting with Twitter 5. Keep it all together
  • 53. SocialBase. Everything in one place. Any tool. Any workflow. BENEFITS • Brings order and expertise immediately • Customizable and programmable • Expert training wheels for social projects • Brings scale and collaboration from one desktop
  • 54. Social Media Marketing for Small Business