Mark schmulen prensentation

Driving Real Business ResultsSocial Media Marketing for SMBs

Introduction

Mark SchmulenGeneral Manager of Social MediaConstant Contact

Email: [email protected]

Blog: http://blogs.constantcontact.com/

facebook.com/mschmulen

@nutshellmail

linkedin.com/mschmulen

Waving the Banner for Social Media

But What About The Rest Of Us?

Meet the Small Business Owner

■ She has less than 20employees

■ She wears many hats

■ She is time constrained

■ She is not a techie

■ She accounts for 78% of all U.S. businesses

4%5%

10%

16%20%

26%27%

29%40%41%

44%51%51%

64%88%

92%

0

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

MySpaceMeetup

OtherYouTube

Online surveysTwitter

LinkedInBlogs

TelephoneDirect mail

Online advertisingFacebook

Event MarketingIn person

Email marketingWebsite

Important Tools for Marketing My Businessn=4,459, U.S. Small Businesses

U.S. Small Businesses find Social Media to be important Tools for Marketing

Copyright © 2010 Constant Contact, Inc. 6

Source: 2010 Small Business Attitudes & Outlook Survey , Feb-Apr; 29% sole proprietor, 62%1 to 25 employees, 9% over 25 employees

Find Social Media Tool Important

51% Facebook29% Blogs27% LinkedIn26% Twitter16% YouTube

5% MeetUp4% MySpace

Why do we “market”?

More… Customers Clients Volunteers Donors / Members Brand Awareness Sales Website Traffic Time in the day!

We Want More!

New tools have changed the game.

Businesses focus on acquisition

Revenue and profit are generated by repeat customers

Find

Convert

Keep

Find

Convert

Keep

Traditional Marketing Interactive Marketing

The Relationship Cycle Has NOT Changed.

Engage

Gro

w CustomerEngagement

Cycle

People Typically Fall Into 5 Buckets

Raving Fans

Customers& Members

ProspectsSuspectsDisinterested

Apply New Tools To The Cycle

Start with your passionate customers and

interesting content

Email Marketing

Social Media Marketing

Suspect

Customer

Fan Prospect

Social Media is the New Word of Mouth

12

Source: Neilson Global Trust in Advertising Survey, 2007

Social Media Endorsements Lead to Purchase


51% of the U.S. sample of the survey had purchased a product based on an online recommendation.

Social Media Marketing is…


Building your social network of fans, followers, and connections, using

Relevant and interesting content that allows you to

Reach and engage more people and

Drive more business.

Email & Social Media Go Hand-In-Hand

Permission Based

Personal, Relevant, Anticipated

Rise Above the Noise

Email Marketing

Two-way Dialog

Humanize the Brand

Facilitates Word of Mouth

Social Media Marketing

Together, they help you to build to deep relationships with your customers and to reach new audiences

Copyright © 2010 Constant Contact, Inc.

Doing it Well: Lessons from the Real World of SMB’s

16

Leverage all Channels

Your Customers Want Choices

Email is The Hub

Email & Social Go Hand-in-Hand

Dingo

Dingo had 330 Likes on Facebook & 8,934 Email subscribers

They wanted to get to 5,000 Likes & add more email Subscribers

Dingo decided to launch their own “Groupon” Campaign

Dingo

Dingo sent an Email Campaign to 8,934 subscribers

Dingo


Dingo shared the offer on Facebook and Twitter

Dingo



Dingo had its fans join their email list through the CTCT Facebook App

Dingo




Dingo kept their fans up to date on their progress

Dingo




Dingo kept their fans up to date on their progress

Dingo’s fans shared their campaign through social networks and on their own Blogs

Dingo

Dingo now has 6,329 Likes and 14,140 Subscribers

It took them 3 days!

Dingo

How many days will it take them to reach 25,000?

Glamour Nails

Galmour Nails is a nail salon and spa located in Austin TX

Dom, the owner, just started with social media marketing

Dom wanted to know which channel is most effective

Dom targeted his customers through Facebook, Twitter & Email with different messages

Dom used a low-tech way to find some very valuable data

Say “I Love Dom” to get 20% of your next manicure

Say “I Love Glamour Nails” to get 20% of your next manicure

Say “I Love Getting My Nails Done” to get 20% of your next manicure

Glamour Nails

Your Customers Want Choices

Email

Facebook

Twitter

In A Pickle

In A Pickle is a local favorite restaurant in Waltham, MA

But, 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

In A Pickle

Join My List on Facebook and Twitter

30

32

Email Social: easy and effective

33

The Social Webpage View of your email

Measure Effectiveness with Social Stats

34

The Swinery

The Swinery is a butcher shop in Seattle

They sent an email newsletter to 3,765 subscribers

Received 816 opens (22%)

But it was Viewed an additional 485 times & Liked by 181 readers

Represents a 60% increase in reach

Q & A

Mark SchmulenGeneral Manager of Social MediaConstant Contact

Email: [email protected]

Blog: http://blogs.constantcontact.com/

facebook.com/mschmulen

@nutshellmail

linkedin.com/mschmulen

Mark schmulen prensentation

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