Social Media Marketing Made SimpleA Best Practices and Strategy Overview for Small Business and Nonprofits

Taking Maximum Advantage of Social Media Marketing

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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

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Why Do We “Market”?

We Want More!

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

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Social Media Marketing Is a relatively inexpensive process for growing one of your most important assets – YOUR DATABASE

Integrating the best in Social Media Technologies . . . to Build a 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.

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What are these Social Media Platforms?

Copyright © 2012 Constant Contact, Inc.

Email marketing using attractive, professional looking templates that build strong customer relationships.

A social utility that connects people with businesses and friends.

An email enrichment system.

A social networking website for people in professional occupations.

A pinboard style social photo sharing website where users create and manage theme-based image collections.

An Internet based slide hosting service. Users can upload files privately or publicly in many file formats.

An online social networking service that enables users to send and read text-based posts “tweets” of up to 140 characters.

A video sharing website where users can upload view and share videos.

A social commerce platform that enables companies to promote, sell and advertise on Facebook.

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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 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.

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Define Your Objectives:

Examine Your Strengths:

Study the Alternatives:

Evaluate How to Get the Job Done

Make Decision on Approach

Doing It Well: Best Practices for Small Business Social Media Marketing

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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

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Connections:Kickstarting your following, and using content that inspires engagement

Engaging Content:Creating a presence

Conversations:Practical monitoring and measurement

Doing It Well: Best Practices for Small Business Social Media Marketing

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…delivering professional email communications…

…to an interested audience…

…containing information they find valuable.

Delivering important information

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Email Service Providers automate best practices

Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists – adding new

subscribers, handling bounce-backs, removing unsubscribes

Improves email delivery, tracks results and obeys the law

Looking Professional

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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 eNewsletter 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 eNewsletters as the hub that brings everything together.

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Connections

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Social Networks Content Sharing Reviews & Ratings Location Based

Be Where Your Customers Are

The sites that your customers and members are using

The sites that your partners & suppliers are using

The sites that your competitors are using

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Your contacts want to keep in touch, but on their terms

EmailFacebookTwitter

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Add social icons to email campaigns to define your audience’s preferred channels

Discover Preferred Channels

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Kickstart Growth: Use Email Blasts

Announce your presence in an Email blast 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.

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Look Professional

Complete your business profile

Description Contact information Website URL Join My Mailing List

Brand your presence Logo, pictures,

background

Add starter content

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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!

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Engaging Content

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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

– Websites (yours and others in your area of expertise)

– Product or service reviews

– Thought-provoking discussions that inspire dialogue

– Relevant videos, photos, podcasts

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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.

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More than 800 million active usersFacebook Statistics, 2011

More than 50% of Facebook users log on any given dayFacebook Statistics, 2011

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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

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Basic Anatomy of a Facebook Business Page

Cover photo & profile picture

Public List of Friends/Fans

Posts by You and Others

Recent photos and images

Join my List

Shop Now

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160 million registered users100 million active users

Mashable.com, 2011

60% of users follow companies, brands, and products

Mediabistro.com, 2011

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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

Twitter

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Basic Anatomy of a Twitter Feed

Avatar – Logo or Photo

Your Handle

Most Recent & Past Tweets

Followers and Following

Basic Info, Link, Description

Recent Images

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86% of B2B marketers use LinkedInChief 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

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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

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Basic Anatomy of a LinkedIn Profile

Name, Location, Basic Stats

Logo

Your Photo or Your Logo

Work Experience, Now & Then

Information You Share

Communication Options

Your Network and Other Info, Twitter, Websites,Recommendations,etc.

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Pinterest is a Virtual Pinboard.

Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.

Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.

PinPinboard

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Basic Anatomy of Pinterest

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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

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Conversations

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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.

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Engagement Starts with You!Start Conversations, Say Thank You

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Make Online ConversationsPart of Your Presence

Invite direction and feedback, and really LISTEN

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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, religion, etc.

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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.

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Managing Your Time and Activities

Managing Your Time

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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 businesses.

2011 Small Business Attitudes & Outlook Survey

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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.

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Popular Tools Used to Monitor and Manage your Time

Popular time management and monitoring tools include:

Google Alerts

HootSuite

TweetDeck

RSS

NutshellMail

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Defining Social Media Marketing Success for Small Businesses and Organizations

Measuring Success

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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?

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Measuring the Impact of Social Media

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Take the Next Step

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Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!

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Contact Information

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Ron BillPremier Consulting Innovations

Email: ron@consultprem.comPhone: 317-752-6201Facebook Premier Consulting InnovationsWebsite www.consultprem.com