Social Media Marketing for Your Small Business
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Transcript of Social Media Marketing for Your Small Business
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Social Media Best Practices for
Small Business
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Agenda
Social Media is…
Social Media for Business
The Right Social Media Channels for Your
Business
How Your Business Could Use Social Media
Sold! Now what?
Social Coupons
Social Sweepstakes
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Introduction
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
About the presenters
Heather Rist @heatherrist Director of Social Media and Content
More than 10 years of experience in marketing communications with a
focus in social media, content marketing, brand management and
messaging, public relations, and internal communications.
Amanda MacNaughton @AmandaMalia Head of Product Marketing, Deluxe SBS
Marketing Executive with extensive experience in multi-channel
marketing, social media, product development, branding, and former Co-
Founder of PromoJam Social Marketing Platform, acquired by Deluxe
2014.
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Social Media is…
The #1 online activity
A conversation
A listening platform
Real-time information
Marketing / PR / Communications
Networking
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why Use Social Media for Business?
Your customers are there, you should be too!
Social Media is not going anywhere
Word-of-Mouth marketing
Find leads
Search – SEO
Build digital foundation
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Right Social Media Channels for Your Business
Consumers + Businesses
Consumers
Businesses + Consumers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Right Social Media Channels for Your Business
A space to cultivate relationships
The social website
People turn to your business to find
information and engagements
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Right Social Media Channels for Your Business
Quick updates and information shared
Many use for professional networking
Find breaking news/information
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Right Social Media Channels for Your Business
Pins link directly to your website and
drives traffic
Converts more browsers into buyers
User engagement is addictively high
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Your Business’ Social Eco-System
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Social Media Content Breakdown Facebook + Twitter + Pinterest
50% Resource Content
50% Brand Content
Real-Time Content
Business Content
Leads
Recruitment
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content Categories – 50%
Tips
Trends
Polls/questions
Community updates
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content
Contractor
Home styles
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content
Auto Mechanic
Car tips
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content
Restaurant
Garden / Polls and
questions
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content
Hair Salon
Hairstyle trends
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content
Retailer (clothing)
Fashion trends
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Resource Content
All
Community updates
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Brand Content Categories – 50%
Products
Projects
Sales
Before and after
Store hours
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Brand Content
Contractor
Latest projects
Contractor/Landscaper
Home or Exterior Makeovers
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Brand Content
Auto
Featured sale
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Brand Content
Restaurant
Menu items
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Brand Content
Hair Salon
Before and after
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Brand Content
Retailer
New products
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Real-Time Content Categories
Events
Out & About
Updates
Recognition
Engagement
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Real-Time Content
Updates
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Real-Time Content
Events
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
How Your Business Could Use Social Media
Real-Time Content
Recognition
Contractor/Landscaper
Home or Exterior Makeovers
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
SOLD! Now What?
Commit
Choose your social media channels
Community Manager
Plan
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
SOLD! Now What?
Social Media Channel Growth
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
1) Deluxe Social Coupons Turn Social Followers into Paying Customers
JUST LAUNCHED!
2) Social SweepstakesEngage Customers and Generate Leads
PRODUCTSPresented by:
Amanda MacNaughtonHead of Product Marketing, Deluxe Corporation
Co-Founder of PromoJam Social Marketing Platform
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
96% OF SHOPPERSHave used a coupon in the last 3 months
In 2014, over 100 MILLION US ADULTS
used digital coupons, and is expected
to grow by 7% in 2015!
That’s a lot of potential business…
COUPONSTATS + FACTS
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
ATTRACT & RETAIN NEW
CUSTOMERS Customers spend a lot of their time on
social networks and are influenced by
what their peers say online
Customers often try new products by
using a coupon first
Coupons help build customer loyalty by
offering value + incentives
Coupons are great tools for lead
generation. Give away a coupon in
exchange for a post on Facebook and a
customer’s email
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
WHAT IS A S O C I A L C O U P O N ?
Digital CouponsTraditional Coupons
<<
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
① Turn social followers into paying customers
② Use digital to drive revenue
③ Gather valuable customer information
④ Spark engagement and excitement on and
offline
WHY SOCIAL
COUPONS56% of shoppers use coupons to
try out new products
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
SOCIAL MATTERS
1.36
BILLION Facebook Social
Network Users
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
REACHMOBILE CUSTOMERS
4 out of 5 consumers use their smartphones to shop!
Most people research products and businesses online before they make a purchase
Target and engage these customers by offering a coupon on your website or Facebook Page
70% of mobile searches lead to an action, and offering incentives like coupons increase your potential to convert a sale
© 2014 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
Business: College of Arts Department of Dance
Product Utilized: Social Coupons + Facebook Ads
Goal: Raise awareness and increase ticket sales through social
media for their annual holiday show “Christmas Around the
World”
Summary: We created a coupon landing page that would
generate Facebook shares from users by offering a $2 discount.
We posted regularly on the organization’s Facebook page to
drive traffic to the promotion and raise awareness of the event.
We highlighted cast members, provided interesting info, images
and links to the offer.
The promotion received almost 500 visits. The Facebook shares
generated from the landing page alone helped increase the
potential reach of the promotion by more than 3,000 people.
The Ad spend boost helped us reach over 55,000 people
creating over 2,000 social actions and over 200 new followers
on the organization’s Facebook page. This promotion was a
smash success!
INCREASE TICKET SALES WITH SOCIAL
COUPONS
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
SWEEPSTAKES
STATS + FACTSDID YOU KNOW…
Sweepstakes on Facebook are the MOST EFFECTIVE way to engage fans
Sweepstakes are the MOST COMMON type of contest run on social media
Social Sweepstakes (with email collection form) GET OVER 250% MORE
ENTRIES than other types of online contests
15% OF PEOPLE have shared products or services on social media as
part of a promotion or sweepstakes
Sweepstakes RANKED 6th MOST EFFECTIVE method for customer
acquisition according to US online retailers. Email marketing RANKED 10th.
(We combined them both to bring you this powerful product!)
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
S O … H O W D O E S I T
WORK?1. We create a Sweepstakes
landing page that gathers
contest entries
2. We launch it for the business
with an email marketing
campaign
3. We boost the promotion with
Facebook advertising
4. Import new leads into email
marketing platform
5. We measure and report results
Launching Sweepstakes foryour businesses is easy and effective, driving
NEW LEADS QUICKLY
Landing Page
Marketing
Facebook Ads Mobile Landing Page
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
1.) Users see the
business’ sweepstakes
promoted on Facebook
through posts and
boosted advertising
Facebook post and
boosted advertising
HOW IT
WORKSBoosted Facebook Posts with Ads
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
2.) Users enter the
sweepstakes by filling
their information into
the contest form, and
then share the
sweepstakes with their
friends on Facebook
HOW IT
WORKS
Landing Page With Entry Form
Rewards Page with Share and
Like
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
3.) After each
sweepstakes we
import the emails
collected and help the
business grow their
email marketing
database, getting
them ready for their
next sweepstakes
HOW IT
WORKS
Export to Spreadsheet Import to Vertical Response
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
5.) We help businesses legally
run sweepstakes on Facebook by
complying with Facebook’s
sweepstakes rules and providing
businesses standard template
sweepstakes rules for their
promotions
HOW IT
WORKS Sweepstakes Legal
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
H O W D O C U S T O M E R SF I N D Y O U R B U S I N E S S ’
SWEEPSTAKES
Email Marketing
On Facebook
With targeted advertising
Through peer-to-peer marketing on
social networks
We help customers find youby promoting your sweepstakes
in key places online.
Customers can access your
sweepstakes across all their
devices, reaching them
whether they are in front of
their computer or on the go.
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
HEARTLAND
LODGE
SWEEPSTAKESCASE STUDY
Promotion Views 162,000+
Engagement 1 of every 5 people who entered the promotion shared it with friends on
Facebook, reaching 6,231,952 people
Emails Collected 22,000+
Email Opt Ins 60% of people are opting to receive future updates from the business
(85.17% of these emails were new customers)
Facebook Likes 20,209+ (approximately 810 new likes each day of the contest)
Conversion 34.2%
Website Traffic Increased by OVER 355% (client usually averages between 850-1,000 visits
per day, but during the contest, the client averaged 5,500)
90K Facebook
Fans to Start
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
Product 1: Re-Occurring Social
Sweepstakes Premium (3 month)
• Monthly Kick-Off Consultation Call with a Social
Media Specialist
• One Facebook Social Sweepstakes
• Sweepstakes Template Artwork & Design
• Monthly Email Marketing Campaign (to promote
sweepstakes) Artwork & Design
• 4 Facebook posts per month to promote the
sweepstakes
• $100/campaign Facebook Ad Boost to drive traffic
and entries
• Sweepstakes Entry Form & Data Collection
• Monthly Email Entry List Export and Data Transfer
• Standard Legal Sweepstakes Template Rules
• One Contact & Strategy Call per month
• Final Reporting Recap
Product 2: One-Time Social
Sweepstakes Premium (one-off)
• Kick-Off Consultation Call with a Social Media
Specialist
• One Facebook Social Sweepstakes
• Sweepstakes Template Artwork & Design
• Email Marketing Campaign (to promote
sweepstakes) Artwork & Design
• 4 Facebook posts to promote the sweepstakes
• $200 Facebook Ad Boost to drive traffic and
entries
• Sweepstakes Entry Form & Data Collection
• Email Entry List Export and Data Transfer
• Standard Legal Sweepstakes Template Rules
• One Contact & Strategy Call
• Final Reporting Recap
PRICING AND SPECS
$399/MO.
BEST VALUE
$699/ONE-TIME
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© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.
Q&A
PLEASE FEEL FREETO ASK QUESTIONS