Social Media Marketing for Small

BusinessBusiness

www.oursocialtimes.com/events

www.oursocialtimes.com

Why Use A Dashboard?

• Time is Valuable for a Small Business

• You Have a Team to Coordinate• 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• 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/Blog: http://blogs.constantcontact.com/

@mendelj2

linkedin.com/in/joshsmendelsohn

� Brand pays to leverage a channel

� Examples:

Paid Media

� A Channel controlled by the brand

� Examples:

Owned Media

� The customer becomes the channel

� Examples:

Earned Media

The Roles of Media Have Changed

Copyright © 2011 Constant Contact, Inc. 11

� Examples: TV Commercial

Newspaper Ad

Sponsorships

Display AdsGroupOn(s)

� Examples: Website

Blog

Email List

Facebook PageTwitter Account

� Examples: Forward

Like

ReTweet

Check-inStumble

Catalyst to create awareness & feed

Owned Media

Assets to engage, build relationships &

spark WoM

Listen, Respond & Engage to encourage

continued advocacy

Levels of Influence

Influence

12Copyright © 2011 Constant Contact, Inc.

Paid Media

QuotesOwnedMedia

EarnedMedia

The Importance of Permission

Why is this valuable?

� Permission = Consent

� Permission = Intent

Permission Marketing is centered around obtaining customer consent to receive information

13Copyright © 2011 Constant Contact, Inc.

� Permission = Anticipation

•Forms of Permission

� Opt-in with email address

� Facebook Like

� Twitter Follow

� LinkedIn Connection

Engagement Increases Sales and Referrals

Likelihood to Buy

51% 68%68%

ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010

Likelihood to Recommend

53% 64%69%

Email & Social Media = Engagement

Both are forms of Permission Marketing

Both facilitate Relationship Building

Your audience wants choices

Copyright © 2011 Constant Contact, Inc. 15

They work best when Integrated into a complete Engagement Strategy

The Inbox vs. The NewsFeed

Copyright © 2011 Constant Contact, Inc. 16

The NewsFeed Black Hole

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:

• Simple Share

• Share Button

• Social Share Bar

• Share Your Event

• Blog to Email Block

• Insert Video

Tools to Grow your following:

• Follow Me Buttons

• Facebook Sign Up Form (JMML)

• Follow Me Email Templates

Tools to Monitor success:

• Social Stats

• NutshellMail

Copyright © 2011 Constant Contact, Inc. 20

• Insert Video

Small Business,

Social Business.starting with Twitter

1. Why?

Laura “@Pistachio” Fitton

CEO/Founder – oneforty

Co-author – Twitter for Dummies

1. Why?

2. How?

3. What NOT to do.

4. Find the right tools.

5. Keep it all together.

“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 products (#1: 38%)

• Stay informed about company activities

• Fun/entertainment

• Exclusive content

• Learn more about the company

• Discounts and promotions

• Updates on upcoming sales

• Samples/coupons

CoTweet ExactTarget 2010

• Show others my support for the company

• Share ideas/provide feedback (#10: 20%)

“Just for PR & Marketing, right?”

• Marketing

• Advertising

• PR/word of mouth

• Social CRM

• Brand Monitoring

• SEO & Traffic

• Promote events

• Create & share • Social CRM

• Sales

• Contests & offers

• News & trends

• Customer Service

• Create & share content

• Build community

• Earn social capital

• Networking

“Everything email touches…”

• Decentralized teams

• Employee support

• Mentoring

• Problem-solving

• Events backchannel

• Research

• Collaboration

• Innovation • Problem-solving

• Purely social

• Knowledge management

• Sourcing solutions

• Innovation

• Recruiting

• Best practices

• Project status

Small Business,

Social Business. starting with Twitter

2. HOW?

Listen.

Learn.

Care.Care.

Serve.

Listen.

SMM Surveyhttp://bit.ly/bestsmmtools

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 & avatarBackground & avatar

2. Introduce yourself

– Complete profile, link on your site

3. Be a good conversationalist

– Listen. Respond. Be relevant. Be useful.

Manage Customer Relationships

• Get involved where customers already are

• Build relationships and keep in touch throughout the Customer Lifecycle

Care.

• Build relationships and keep in touch throughout the Customer Lifecycle

-- save searches, track deals, manage contacts & projects

• TIP: Try a Social CRM tool with manydifferent integrations

36

Serve.Create great content• Twitter streams, Facebook pages, blogs, ebooks,

white papers & webinars

• Cover things your prospective customer cares • 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 • 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? 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.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

Everything in one place. Any tool. Any workflow.

BENEFITS

SocialBase.

• 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 BusinessSmall Business