This document provides an overview of social media marketing best practices for small businesses and nonprofits. It discusses why social media marketing is important, how to connect with customers on key social networks like Facebook, Twitter, and LinkedIn, how to create engaging content, and how to have conversations and measure engagement. The document emphasizes creating original, relevant content and sharing it across networks to drive engagement and encourage word-of-mouth marketing. Case studies are provided of businesses that successfully used social media and email together to increase sales and build customer loyalty.

1. Social Media Marketing Made Simple
A Best Practices and Strategy Overview
for Small Business and Nonprofits

2. Contact Information
Howard Flint “Local Expert”
Ghost Partner – Content Creation and Managed Marketing
Howard@GhostPartner.com
404-537-2166 xt. 2
Facebook.com/GhostPartner
LinkedIn.com/in/GhostPartner
@GhostPartner
Insight Provided by KnowHow
Visit: www.constantcontact.com/learning-center
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3. Tweeting during the event is ENCOURAGED
Copyright © 2012 Constant Contact, Inc.

4. 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.

5. Social Media Marketing:
What is It and Why Do It?
Copyright © 2012 Constant Contact, Inc.

6. 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.

7. New Tools Have Changed the Shape of
Small Business Marketing
Tools Used to Market My Business
Facebook 96%
Twitter 76%
LinkedIn 62%
Video Sharing 53%
Photo Sharing 38%
Review Sites 35% Find Social Media
Tool Effective*
Location-Based Services 25%
86% Facebook
Local / Daily deals 24%
71% Video Sharing
19% 60% Twitter
MySpace
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.

8. Five Types of People:
Leverage Relationships to Inspire Engagement
Raving Prospects Disinterested
Fans Customers
Suspects
Copyright © 2012 Constant Contact, Inc.

9. 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.

10. How Social are you?

11. How Social are you?

12. How Social are you?

13. How Social are you?

14. How Social are you?

15. How Social are you?

16. 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.

17. 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.

18. Doing It Well:
Best Practices for Small Business
Social Media Marketing
 Connections:
Kickstarting your following, and using
content that inspires engagement
 Engaging Content:
Creating a presence
 Conversations:
Practical monitoring and measurement
Copyright © 2012 Constant Contact, Inc.

19. 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.

20. In A Pickle: Increase Sales, Build Community
In A Pickle is a local favorite
restaurant in Waltham, MA. They are
everywhere on the web.
 In A Pickle sends a weekly
newsletter to update customers of
special deals, new menu items, and
events.
 They use social media to
experiment, push on-the-fly
specials, get feedback from
customers & build community.
 They credit email as the hub that
brings everything together.
Copyright © 2012 Constant Contact, Inc.

21. 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.

22. 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.

23. 99 Bottles: Using Social Media & Email for Customer
Engagement
Customer: 99 Bottles
Location: Federal Way, Washington
Find Us: http://www.99bottles.net/
Success Looks Like… Through the combination of social media and email marketing, 99 Bottles
has been able to grow a very strong customer base. They use Facebook and Twitter to provide quick
updates about current happenings, and email to pool all the helpful information into one place.
Their Success Formula: Getting to know and inform customers through email newsletters and social
media.
Copyright © 2012 Constant Contact, Inc.

24. Connections
Copyright © 2012 Constant Contact, Inc.

25. Be Where Your Customers Are
Social Content Reviews & Location-Based
Networks Sharing Ratings 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.

26. 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
Twitter
Copyright © 2012 Constant Contact, Inc.
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27. 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.

28. Look Professional
Complete your business
profile
 Description
 Contact information
 Website URL
 Join My Mailing List
Brand your presence
 Logo, pictures, backgroun
d
Add starter content
Copyright © 2012 Constant Contact, Inc.

29. Copyright © 2012 Constant Contact, Inc.

30. Copyright © 2012 Constant Contact, Inc.

31. Copyright © 2012 Constant Contact, Inc.

32. 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.

33. Engaging Content
Copyright © 2012 Constant Contact, Inc.

34. 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.

35. 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.

36. Content is not limited to words.
Your organization has a story to tell.

37. Social Content
Music Pictures
Opinion
Words
s!

38. Perception = Reality
in Social Media

39. Social = Content

40. Content = Perception

41. Content creates your
Reality

42. What is STOPPING you from
being SOCIAL for your
Business?

44. CHALLENGES:
#1 “Creating Original Content”
#2 “Having time to do it”

45. Content is a critical new skill
you NEED to learn, to thrive
in the new economy.

46. Make Content Shareable/Broadcast-able

47. Content Reuse: Krista Photography
Copyright © 2012 Constant Contact, Inc.

48. More than 900+ million active users
Facebook Statistics, 2011
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.

49. Basic Anatomy of a Facebook Business Page
Cover photo & profile picture
Recent photos and images
Events or whatever
Posts by You and Others
Copyright © 2012 Constant Contact, Inc.

50. Copyright © 2012 Constant Contact, Inc.

51. Copyright © 2012 Constant Contact, Inc.

52. Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.

53. Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.

54. Copyright © 2012 Constant Contact, Inc.

55. Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.

56. Twitter
160 million registered
users
100 million active users
Mashable.com, 2011
60% of users follow
companies, brands, and
products
Mediabistro.com, 2011
_______________________
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.

57. 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.

58. 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.

59. Basic Anatomy of a LinkedIn Profile
Name, Location, Basic Stats
Your Photo or Your Logo
Logo
Work Experience, Now & Then
Information You Share
Communication Options
Your Network and Other Info,
Twitter, Websites,
Recommendations,
etc.
Copyright © 2012 Constant Contact, Inc.

60. Pinterest
Pinterest is a pinboard-style social photo sharing website that allows users to create and
manage theme-based image collections such as events, interests, hobbies, and more.
Users can browse other pinboards for inspiration, 're-pin' images to their own collections
or 'like' photos

61. Pinterest
Pinterest is a pinboard-style social photo sharing website that allows users to create and
manage theme-based image collections such as events, interests, hobbies, and more.
Users can browse other pinboards for inspiration, 're-pin' images to their own collections
or 'like' photos

62. Instagram
Instagram is a free photo-sharing program and social network that was launched in
October 2010. The service enables users to take a photo, apply a digital filter to it, and
then share it with other Instagram users they are connected to on the social network as
well as on a variety of social networking services

63. Instagram
Instagram is a free photo-sharing program and social network that was launched in
October 2010. The service enables users to take a photo, apply a digital filter to it, and
then share it with other Instagram users they are connected to on the social network as
well as on a variety of social networking services

64. How Social Content Decays: Facebook
Attentionomics:
 Customize content
 Activate passionate
customers, staff, frien
ds, and family to re-
stimulate
conversations
Life of a Facebook post = 9 hours
 Optimize for best time
 90% of clicks happen within 9 hours
 50% of clicks happen within the first hour to engage
Source: Momentus Media, 2011
Copyright © 2012 Constant Contact, Inc.

65. How Social Content Decays: Twitter
Over 110
million tweets
per day!
Source: Sysomos, 2011
Copyright © 2012 Constant Contact, Inc.

66. 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.

67. Conversations
Copyright © 2012 Constant Contact, Inc.

68. Content has changed...

69. Content used to be One Way.

70. Now it’s a two way conversation.

71. Content = Engagement

72. 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.

73. 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.

74. Engagement Starts with You!
Start Conversations, Say Thank You
Copyright © 2012 Constant Contact, Inc.

75. 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, sports, religi
on, etc.
Copyright © 2012 Constant Contact, Inc.

76. 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.

77. 7 Habits for Writing in Social Media

78. 7 Habits for Writing in Social Media
1. Everything is content

79. 7 Habits for Writing in Social Media
1. Everything is content
2. Be consistent

80. 7 Habits for Writing in Social Media
1. Everything is content
2. Be consistent
3. Organize ahead of time

81. 7 Habits for Writing in Social Media
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month

82. 7 Habits for Writing in Social Media
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
5. React appropriately

83. 7 Habits for Writing in Social Media
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
5. React appropriately
6. Plan to be spontaneous

84. 7 Habits for Writing in Social Media
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
5. React appropriately
6. Plan to be spontaneous
7. Don’t be afraid

85. The world is ruled by content.
Big or small.

86. Managing Your Time
 Managing Your Time and Activities
Copyright © 2012 Constant Contact, Inc.

87. 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
week is more than most small 2011 Small Business Attitudes
& Outlook Survey
businesses.
Copyright © 2012 Constant Contact, Inc.

88. 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.

89. Monitor and Manage your Time
Popular time management and monitoring tools include:
 Google Alerts
 HootSuite
 TweetDeck
 RSS
 NutshellMail
Copyright © 2012 Constant Contact, Inc.

90. 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.

91. Measuring Success
 Defining Social Media Marketing Success
for Small Businesses and Organizations
Copyright © 2012 Constant Contact, Inc.

92. 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.

93. 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.

94. A True Story:
“I love nails!”
Copyright © 2012 Constant Contact, Inc.

95. Next Steps
Copyright © 2012 Constant Contact, Inc.

96. 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
Marketing trial. webinars: Quickstart!
Satisfaction 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
first campaign in front of your and nonprofits optimize marketing, 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.

97. More Events…
The Next Opportunity…
The Power of
Email Marketing
Thursday October 25th
9am-11:30am
@
Aurora Cineplex
Copyright © 2012 Constant Contact, Inc.

98. We’d love to help you…

99. • Content Creation and Strategy
• Managed Marketing Services
• Social Media Marketing and Networking
• Email Marketing
• Search Engine Optimization
• Content Optimization and Website work
• Search Engine Marketing

100. Q&A
GhostPartner.com

102. Contact Information
Howard Flint “Local Expert”
Ghost Partner – Content Creation and Social Marketing
Howard@GhostPartner.com
404-537-2166 xt. 2
Facebook.com/GhostPartner
LinkedIn.com/in/GhostPartner
@GhostPartner
Insight Provided by KnowHow
Visit: www.constantcontact.com/learning-center
114