Social Media Marketing

Transcription

1 Seminar description: This seminar will review the essential strategies and best practices a business or organization should understand in order to successfully get started with social media marketing. We will talk about: What social media marketing really is and why it s important; Various social media networks and tools: how they interact, ways to leverage their strengths, and how to evaluate them for best use for your business or organization; How other businesses are using these low-cost tools to gain visibility, develop relationships, and drive sales and engagement; How to incorporate it into your business life without losing productivity. 1

2 A new report from Monetate, an e-commerce software firm, has found that marketing is still driving more overall sales than social media efforts. Some of the key findings: 2.49% of visitors from search engines buy something 4.25% of visitors from buy something 0.59% percent of visitors from social media sites buy something That s a big difference, but there's no need to start grappling your forehead and deleting Facebook Pages left and right. It s important to keep in mind that all of these channels work together, not against each other. Social media sites, in general, are a far more casual environment that can help build brand awareness, provide bite-size bits of industry information, and create communities among your customers. 2

3 PLEASE VIEW THIS SEMINAR FROM THE VIEWPOINT OF HOW IT APPLIES SPECIFICALLY TO YOUR BUSINESS AND YOUR PRODUCTS AND SERVICES. THE IMPORTANT THING IS TO START, IF EVEN ON A SMALL SCALE. In today s seminar, we will learn: What is Social Marketing? Why Market Using Social Media? How to do it well: Best Practices for Social Media Marketing for Small Busineses Managing your activity and time Note to RDDs: You can describe the agenda in three simple words: Manage, Monitor, and Measure. Major themes throughout are: SMM is about reach, with endorsement SMM is about social word-of-mouth 3

4 Topic: What is Social Media Marketing and Why do it? 4

5 Friendster Social media are Internet sites where people interact freely, sharing and discussing information about each other and their lives, using a multimedia mix of personal words, pictures, videos and audio. Micro blogging - "allows users to exchange small elements of content such as short sentences, individual images, or video links" At these Web sites, individuals and groups create and exchange content and engage in person-to-person conversations. 5

6 Topic: What is Social Media Marketing and Why do it? 6

7 Everyone markets for the same reason: they want more of something: more customers, more volunteers, more donors and members, but most of all, more time in the day. 7

8 [Click] New tools have changed the way marketers find new customers. Social marketing tools create an opportunity to both find new customers, but also keep nurturing your relationships with your current customers those that generate repeat revenue and ultimately grow your bottom line. How many people have ever looked at a website like TripAdvisor to see what people are saying about hotel or destination prior to planning a vacation? Or, How many people have read through customer testimonials on Amazon.com before buying an item? [Click] We have come to a point where only 14% of people trust ads, but 78% of people trust consumer recommendations (Nielson). As you can see from this graph, 96% of small business owners are using Facebook. Likers of content on social media like Facebook and Twitter become your brand ambassadors, endorsing you and building long-lasting positive buzz. You can shape the dialogue by reaching and influencing your next purchaser or donor. Think of Facebook as the new website. Facebook is the most relevant SMM channel to small businesses today, some studies have said it is 2 3x more relevant than Twitter. Your Facebook fan page is evolving to have the same functionality as your website but with the added benefit of two way conversations with your customers. 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. 8

9 There are 5 stages in a relationship, or 5 types of people: 1. (Click) Raving Fans: Customers with a high level of loyalty, trust, & engagement. They willingly refer others to you and your business. 2. (Click) Customers: Those buying from you already. These are people who have engaged as a customer at some point in the past. May be willing to try alternatives if encountered. 3. (Click) Prospects those that have a connection to you via a person, product, or service, but may not know of you yet. A connection exists for you either directly or indirectly through a Raving Fan or a Prospect. Is likely to need the services you provide in the future. 4. (Click) Suspects These folks are inclined to do business with you someday, but no connection exists. No direct or indirect connections exist. Is likely to want or need the services you provide in the future. 5. (Click) Disinterested those that have no interest and who will never buy a product or service from you. It s better to build credibility here and direct them to what they re interested in It makes sense to use your marketing resources wisely with the people who count! Now you can resourcefully apply new tools to acquire, connect, engage, and grow new customer relationships. (Click) Social media marketing uses your Raving Fans to acquire and engage new customers, [Click] connect with prospects, and begin fostering deeper relationships 9

10 Social Media Marketing is: building your social network fans, followers, and connections, using relevant and interesting content that allows you to reach and engage more people and drive more business. 10

11 If you have concerns, you re not alone. Many small businesses think: (Click) Social Media Marketing looks interesting, but I will never have a million customers or even 5,000. (Click) Using new, inbound marketing tools sound great, but I will never write Thought Leadership articles. (Click) Paying close attention to what s being said on social media sounds useful, but I ll never have a dedicated staff to do it right (Click) I hear about new networks everyday, but I just don t have the time to stay current 11

12 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! 12

13 Topic: Doing it Well Best Practices for Social Media Marketing Basically, it boils down into 3 C s Connections, Content, and Conversations 1. Connections: Kick start your following, and use content that inspires engagement 2. Engaging Content: Creating a presence 3. Conversations: Practical monitoring and measurement 13

14 Set reasonable goals and expectations. As a small business owner, set reasonable goals that match expectations and investments of resources and time. The more time and resources you devote to Social Media Marketing, the greater your yield! Realistically, accept that Social Media Marketing is not instantaneous. You do need to invest some time and resources before you reap rewards, and not all of your customers will engage. However, you can: Drive engagement (action/commentary/feedback/sharing) with your base of passionate customers Encourage E repeat business Encourage referrals Get online endorsements Reach new customers through online, word-of-mouth marketing. 14

15 Let s look some examples: (B2C) In a Pickle s objective was to increase sales, get customer feedback, and build community. In A Pickle is a local favorite restaurant in Waltham, MA They are everywhere on the social web: Facebook, Yelp, Twitter, YouTube, etc. 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 as the hub that brings everything together 15

16 (B2C) Dingo Pet Supply, ran a promotion in order to build community and grow their contact lists. They collected the address of all participants, They got everyone to like them on Facebook They didn t have to give half the proceeds to a third party. They reached 6k+ Likes and more than 15k subscribers! [Backstory: they had 330 fans on Facebook and wanted to get to 5,000. They offered a $20 certificate to everyone who Liked them on Facebook and submitted their address through their Facebook Page using the CTCT JMML app. Customers would only be sent the $20 certificate if they helped Dingo get to 5,000 likes. Dingo promoted the campaign through Facebook, Twitter and and used social media to keep their followers up to date on the progress and to encourage them to share the campaign with their social media followers and even blog readers. It only took Dingo 3 days to go from 330 Likes to over 5,000 Likes. They are now running the same campaign with a target of 25,000 Likes.] 16

17 17

18 On the Wall and in the Inbox How one beer store found a premium brew with and social media Customer: 99 Bottles Location: Federal Way, Wash. List Size: 3,063 Open Rate: 30.1% Website: Craig Adamowski s idea for a beer store first bubbled to the surface when he was working as a delivery driver for a beer and wine distributor. He often ran into people who asked about certain brews, and it made him wonder why there wasn t a store that housed a good selection of beers -- especially when it seemed like there was a wine store with specialty vintages on every other corner. When they opened 99 Bottles in 2007, Craig and his wife, Tiffany, reached customers with store signs, press releases, a website, and handwritten postcards that were sent to 750 people and businesses. On opening day, the couple served 80 customers. Today, the store is much busier. 18

19 Section Break: Connections 19

20 Intro: Raise your hands: how many people here already using Facebook? LinkedIn? Twitter? Etc. (Effect should be: several using Facebook, less using LinkedIn and Twitter.) Let s talk a little but about some best practices surrounding creating a presence using Social Media Marketing. First, decide where you should be. There are hundreds of social media tools and networks. Popular social media networks make it easy for small businesses and organizations get started in the social media marketing work in cost-efficient (often free!) and resourceful way. Today we will focus on the big three Facebook, Twitter, and LinkedIn. For the small business or organization just getting started, (click) it makes sense to start on Facebook. After that, the most important thing to do is ask your customers. We ll speak to ways to do that later in the presentation Today s seminar will mention several of these popular tools. To get more comprehensive information about specific tools or social media in general, I encourage you to visit the Social Media page/tab on Constant Contact s website: media There, you can find everything from: blogs, guides, Hints & Tips, podcasts, Frequently Asked Questions, and webinars that will answer all your tool-specific questions. 20

21 There are easy ways to discover which social media channels are your customers preferred channels. (Click) Remember: your contacts, customers, and prospective customers want to keep in touch with you on their terms, so dive in and learn the nuances of the more popular social media tools like Facebook, Twitter, and LinkedIn. Your audience, marketing objectives, and available resources will dictate which social media is right for your business or organization. Another easy idea? (Click) Add social media icons to your next marketing campaign or website and measure the number of new fans, followers, comments, etc. You will quickly be able to assess which channels are the most popular using click-through information available within Marketing reports or website analytics. 21

22 1. Announce your new presence in your newsletter with a clear Call-to-Action 2. Include standard links in every campaign 3. Always include a share bar in every . Make it effortless for your network to share your great content 22

23 Make sure your presence looks good: make your profiles polished and professional-looking. 1. Complete your business profile with a: description, clear contact information, your website URL, and a Join-My-Mailing- List tab/information; 2. Include your website URL 3. Brand the presence: add your business logo, pictures, and a background 4. Add starter content! It s important to populate your social media profiles with interesting, relevant content before you begin inviting folks to fan, follow, friend, and link to you. 23

24 Focus your social 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. Be firm and clear about who you are and what distinguished you before you dive into social media marketing. Put the social in the media. Be more broad and informal and have fun! Social media is a much less formal communication type than, for example, standard Marketing content. Often at this point the question arises: Q: I made the mistake of blurring my personal profile with my business profile. What should I do? A: The best course of action is to go ahead and create a Facebook Business Page, and begin to direct all business-related activity to this page, only. Unfortunately, there is no pushbutton solution for this, you will need to spend the time to create the page. One idea? Send an to your contacts on Facebook, and ask those business contacts to offically Like your business page. Constant Contact actually offers specific templates for this purpose: to get the word out about your newfound Business Page and/or social presences. 24

25 Nancy Jeutten, Main Street Media Saavy. Example on next 5 slides. Nancy Juetten is a publicity trainer and Extreme Bio Makeover expert who shows business owners how to get seen, heard, celebrated, and compensated in the media. She is committed to helping business owners quickly get up-to speed on the best ways to use do-it-yourself publicity to share their messages in traditional, online, and social media. Her business Page on Facebook is well-developed, with complete contact information about her business, and clearly branded with her Extreme Bio Makeover logo. On top of this, her feed is populated with repurposed content from her blog. 25

26 NJ s Blog. 26

27 NJ s You Tube page. 27

28 NJ s Twitter Page 28

29 NJ s LinkedIn Profile 29

30 Section Break: Engaging Content 30

31 Wondering what kind of starter content you can use to populate your profiles, today? Information, tips, and practical advice Questions asked by your customers Or links to: Archived 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 inspires debate and dialogue Rich media: relevant videos, photos, podcasts 31

32 Write great content once, then broadcast it. Create sound byte 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 (but you don t need too much). Reuse your great content. When you add one or more social media networks or a blog to your marketing mix, you do not necessarily have to come up with exclusive content for each network. Reuse articles from your newsletters to prime the social media pump. In turn, your blog or others blogs content can be used to feed your newsletter and social network channels. Less is more! Short content is best, one idea at a time. You can always include a links to more in-depth information. Examples: Stay Cool this Summer at Jack s Ice Cream (URL)! 32

33 Speaking of starter content, one of the best ways to reuse content is by repurposing marketing newsletter content. Most Service Providers such as Constant Contact provide a Share Bar at the top of s which will allow both you and your recipients to share your content across social networks. Whenever possible, add Social-sharing capabilities to your content to provide customers and prospects alike an effortless way to share it within their networks. 33

34 This slide shows an example of Krista Photography s content reuse and application of social media marketing best practices across multiple platforms: her website, Facebook, and Twitter. Krista utilizes the Constant Contact Join My Mailing List application on Facebook, identifies her presence on social media throughout her website, and then sends along information of value to targeted customers using Marketing. 34

35 Facebook 35

36 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 Add a Join My Mailing List form to invite i people to join your list A few important things to know about Facebook s functionality include: Like lets the Business Page administrator know that you are a fan of their business, association, or brand. Upon Liking, a user will receive business page updates in their news feed Post text, pictures, videos, etc. the action of putting up content to your page Comment Leaving a written response for all to see, be it positive or negative Share extending the reach of any content object within that user s network. The content will reference its source. Share also gives you the ability to send content as an inter-facebook message to a unique user (Click) Applications Join My Mailing List! As with any marketing outpost, you will always strive to collect the contact information of a prospect in order to engage more deeply with them, in more targeted ways. Constant Contact provides you the ability to do this by adding it JMML Application to your Business Page on Facebook. As you learn more about applications, you can search for and add those that are right for your business. 36

37 A personal page is different from a Facebook Business Page. On Facebook, you should have two identities: one for you and one for your business or organization. You can establish a page that promotes your business, where friends and fans may Like you. The Wall is the conversation. 37

38 RDDs: The next 6 slides are of Belleview Farmer s Market. The following two slides are a split-screen of the Belleview Farmer s Market website. It s a great example to point out the following: BFM repurposes engaging content. Note the embedded YouTube video. 38

39 2. BFM uses a Facebook application to display the BFM s fans on their website 39

40 3. The BFM Business Page on Facebook exemplifies all best practices: an easily-recognizable photo of the market as a logo, clear information in the About description, and several posts keeping customers up-to-date about current happenings and promotions within its feed. Notice that the tone of these posts are friendly! Their post about their garden center includes information that it is open for the season and talks about the nice weather ahead for the weekend. 40

41 4. This is a great example of a simple-yet-engaging piece of content that is easy to post on a business page. The BFM noticed a quirky watermelon and snapped an imromptu picture the Likers and comments were plentiful. This example proves that social media marketing need not be planned or formal; the beauty of social media is that pictures, video, and other media can be spontaneous and fun. The act of posting a photo like this shows that BFM is friendly and inviting = relating to their customer base in an approachable way, inviting engagement. 41

42 BFM s E-Commerce application makes it easy for customers to order fresh produce right from their Facebook business page. 42

43 Twitter 43

44 51% of active Twitter users follow companies, brands or products on social networks - Edison Research, February 2010 If you ask the folks at Twitter if they are a social media network, they will correct you and identify themselves as an Information Sharing Tool. In essence, Twitter allows you to listen to global conversations about anything and everything in real time, as they are happening. This is important to any Small Business Owner for many reasons, including: 1. It gives you an easy way to listen to what is being said: about you and your industry; and about your domain of expertise and your competitors; 2. You can become part of the conversation, engaging and adding value to the many-to-many dialogue. Cultivating an approachable online personality will increase your visibility and network-effect over time. Using Twitter, you can: Share links to interesting content & ask for feedback Tweet a survey or poll Send Direct Messages (DMs) Retweet content from people you are following 44

45 Let s talk a little bit about the basic anatomy of a Twitter Feed. Twitter acts as a dynamic feed which update you in real- time. 1. Basic Info, Link, Description: again, be sure to write a clear, concise description of your business and expertise 2. Avatar Logo or Photo: Brand your profile with your logo or personal photo 3. Handle: this is your Twitter username. As a best practice, make your handle short yet recognizable (since tweets are character-limited to 140 characters). 4. Feed: Most recent or past tweets by you; 5. Followers and Following: a listing of folks who ve subscribed to read your tweets, and those who you have decided to follow 6. Recent Images: You can post images through Twitter; this shows the 4 most recent ones you ve posted [Aside: For Halloween 2010, Gail Goodman, CEO of Constant Content 45

46 LinkedIn 46

47 47

48 Let s take a look at how to establish a profile on LinkedIn. 1. Your name, location, and basic statistics - simple contact information and geographical location 2. Your Photo or Your Logo Like a Facebook or Twitter, include a professional photo or headshot 3. Work Experience, Now and Then Think of this as your online resume and be as descriptive as possible. 4. Information you Share This can be about your business, non-profit, or personal expertise. It is customizable to your business objectives 5. Communications Options Using these functions, you can connect with other users, send an in-network network , write or request a professional recommendation, etc. 6. Network Information: This section displays the degree of connection to others, quick links to your recommendations, etc. 48

49 A natural consequence of real-time communications is content decay. For example, Facebook uses a highly personalized algorithm that curates one s newsfeed based on personal affinities, content formats and timeliness. There s not just one Facebook, but 500 million Facebooks! Based on a recent study, the majority of Facebook users comment or post at the top and the bottom of the hour (Source: Vitrue, 2011). So, the challenge for social media marketing messaging is to stand out! What s the best way to do this? Obey the laws of attentionomics : 1) Develop and customize your content for the appropriate channel, 2) Activating your passionate customers, staff, friends and family in order to re stimulate conversations. It s OK to post the same content more than once. And, 2) Optimize your communications schedule for the best time to engage based on your audience s preferred channels; Test and measure for what works. 49

50 Twitter gets 110 million tweets per day, and 71 % of tweets get no reaction. 23% get 6% get RT (retweeted) 92% of retweets are within the first hour 85% of tweets get just one What does this mean for the small-business owner who is just getting started with Social Media Marketing? It s important to use multiple channels to engage your customers so that your messages get heard. And, it s OK to tweet the same content more than once in order to get heard. (Source: Sysomos 2011) 50

51 You can build your social network in a variety of ways both online and offline. In short: be creative and visible everywhere your customers are! 1. Send an invitation to your List 2. Add interactive Social Icons to Your Website Campaigns (in a sidebar, in the footer) Outgoing Signature Business Card Printed Collateral: mailers, flyers, invoices, etc. 3. Put a sign in your storefront window 4. Add a message to your voic 5. Include a note on Point of Sale receipts and house coupons 51

52 Social networks build over time in many ways. Watch how Boloco s network grows in this short video. For example: 1. You write content that gets shared; your followers followers notice and decide to follow you; 2. You follow people, and they follow you back; 3. You retweet or repost others content; their followers notice and follow you; 4. Your customers comment (this is powerful!). Their networks notice and connect with you; 5. You participate in discussion groups, social networks, blogs, etc., and other people join the conversation and join your network 52

53 Section break: Conversations. 53

54 When getting started with social media marketing, be the expert! 1. Focus on the content - share knowledge so people care It s not about you It s about what you know 2. Trade useful information for attention Will they talk about it when out with friends? Will they look forward to your next communication? Will they be inspired to share/tweet/comment on this information? 3. Filter out the noise by narrowing focusing on creating a stream of relevant, interesting content Be an expert Clearly convey the mission. It s OK to deviate at times, but stick to a 90/10 rule of thumb 54

55 Once you are actively monitoring for social media channels, you will encounter both positive and negative comments. Positive comments are a perfect opportunity to interact and help spread your messages and other content. Social networks are a convenient way for people to share interest and excitement, but more importantly relationships. So what should you do? 1. Comment back. A simple sentence to show you are interested in what they have to say demonstrates that you are listening to your customers, and those prospects that are lurking. Whenever someone says something positive about your business, simply say Thank you! online publically to reinforce continued engagement and show prospective customers that you are listening. 1. Answer questions. Clear and helpful answers to questions posed by your customers is a hallmark of excellent customer service. The benefit of answering them on your social media network is twofold: 1) odds are others have the same question and will be helped- or chime in for more information, and 2) you can then repurpose your answer (content!) by including it in your Marketing, Tweeting it, etc. This graph shows aggregate rankings of businesses reviews on the most popular ratings and review sites as of September, This As you can see, the majority of online feedback is positive. 55

56 You know what conversations to start they re the same conversations that you have when you speak with a new customer, member or prospective client. Draw from your experience and expertise to facilitate conversations and exchanges amongst peers. Starting informal conversations will help you learn what is meaningful to your customers what engages them! A simple way to begin? We ve said it before: just say thank you - online, publically - to anyone to says something nice about you. 56

57 Make online conversations a part of your presence. You can invite direction and feedback from your customers, and really listen to what they have to say. In this example, Boloco jumped at the chance to correct a poor customer experience. They offered a promotion on Superbowl Sunday, but a went to one of their locations and the restaurant didn t offer the special. In a little over an hour, they offered to put a free meal on the customer s Boloco membership card. A little later, another customer was charged for their meal through their membership card instead of getting the promotion. The CEO responded to this one, apologized and offered to replace the free items on the customer s membership card. 57

58 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: Don t post personal information, politics, sports, religion etc. Always provide value. Remember why your network is following you be the expert. 58

59 Negative comments are inevitable: social networks can be a convenient way for people to vent any frustrations. Remember that social media marketing is about creating positive relationships through many-to-many (not one-to-one or one-to-many) engagements. Rather than fear negative comments and a tarnished reputation, look at every negative review as an opportunity to engage with the dissatisfied customer, resolve their problem, and further delight them with an excellent customer experience. Study after study shows that if you can resolve a problem, a customer will be more likely to buy again and recommend you than someone who had a pleasant experience the first time around. And since most content that is shared on social networks can be seen by others, your engagement with both positive and negative commentary will inspire credibility and trust with both old and new customers. [Note: see in-slide example. Boloco asks both complaintive customers to Direct Message them his Boloco member card number so that they can remedy a poor experience, a.k.a., give them a free burrito on-the-house. Notice that the interaction took place on Twitter, offline, in a Direct Message (DM), but Boloco publicly and graciously responded so that Boloco s quick action to satisfy their customer is transparent to all Followers). 1. Always reach out to the customer, ideally offline! Pick up the phone if possible Use a private message, , or DM 2. Let your network know that you are addressing the issue. [See Boloco example above] Don t be afraid of publically addressing a negative comment on social networks. Delight the customer to turn a negative experience into a positive one they ll tell their friends about! 59

60 Section Break: Managing your Time and activities 60

61 Do you need to spend a lot of time doing social media? Good 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 a week is more than most small business. Probably the biggest mistake those new to social media can make it to be inconsistent with engagement. Schedule and commit time to engage with customers and prospects. If you tweet too much; people might not think you are serious about your business Note to RDDs: the statistics on the right contradicts the best practice we mention explain this by mentioning that we at Constant Contact are anxious to dispel this myth that social media marketing done right means spending more and more time. Doing it right means NOT spending a lot of time doing it. For larger companies, the former may be true, aggregating various departmental objectives and efforts. However, for small businesses and nonprofits, we believe it can be done in significantly less time, especially when using time-saving tools like NutShellMail. 61

62 What should you monitor? Monitor the activity of all your social presences, including: 1. Your Brand. Think about all it s 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? What do they look like? 3. Categories, topics, and keywords of your business. For example: Pets, Dog Day Care, Cat, Dog, Pet sitting, Animals, Rescue etc. Take a few minutes to make a list of the main topics you re monitoring, and then make a list of three or four subtopics. If you think about it, when you re focused on your reader and your expertise, most of what you re going to be monitoring falls under five to seven main topics. Set these topics up in Google Alerts or Twitter to begin to get a pulse on the conversations happening and content being distributed. 4. The experts and influencers in your business. Watch not only what they re saying, but what they re sharing, which events they re choosing to promote, who they re following, etc. 62

63 When you re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail: 1. Google Alerts: Google Alerts allows you to save keywords. Google Alerts will then send you an anytime your keyword matches with new content found on the web. 2. HootSuite: a social media dashboard for teams used to gather intelligence, search, etc. 3. TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc. 4. RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to pull new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels. 5. Last but note least: NutshellMail: (more in the next slides) 63

64 NutShellMail offers you an efficient way to monitor all social media marketing activity: in a daily digest, sent at the time and frequency you choose based on your schedule. This means that you don t need to go to each separate social media site to manage your activities. NutshellMail allows you to see your mentions, new followers, comments, and your newest connections in your summary. You can then share, comment, tweet, reply, retweet, and message without leaving your inbox! And, since you control the frequency and timing of your NutShellMail, all of this engagement occurs on your time, according to your busy schedule. 64

65 NutshellMail from Constant Contact is an easy, free way to monitor all your social media activity in minutes a day. NutshellMail is a free monitoring tool that brings a summary of your social network updates to your inbox in a single on your schedule. NutshellMail allows you to easily monitor and track your page insights (how many new friends, fans, followers, comments, Likes, etc.) You can get all your Facebook Birthdays, Photos, Friend Requests, Wall Posts, News Feed, Event & Group Invites, and Messages all in one interactive . This means that you don t need to go to each separate social media site to manage your activities: it allows you to see everything in one summary. You can then engage without leaving your inbox! Constant Contact's NutshellMail supports Facebook, Twitter, LinkedIn, Yelp, Foursquare, Citysearch, and MySpace. 65

66 Section Break: Measuring Success Defining Social Media Marketing Success for Small Businesses 66

67 It can be tricky to add up the value of relationships. As you begin to establish your measure the impact of your efforts, 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? Depending on your business or organization s unique objectives, you can also look at specific growth measurements such as: 1. Overall growth in your network, i.e. # of new fans, friends, connections, followers 2. List growth, i.e., # of new subscribers 3. Campaign click-through, open rates 4. # of mentions 5. # of retweets 6. # of reviews (positive and negative) 7. # of customers who ve utilized social promotions 8. # of questions answered by your network 9. # of #mentions on Twitter 10. Aggregate ratings scores 11. SEO rankings 67

68 Social media marketing goals will often involve different overall strategies and social media channels. It is possible to market with the aim of achieving all the following benefits; they do complement each other and some results naturally arise when other goals are achieved (e.g. better brand awareness eventually brings links). Almost 74% of marketers who have been using social media for years report that it has helped them close business (Social Media Marketing Industry Report 2010). The most common results include: Increased Brand Awareness: Reputation Management Improved Search Engine Rankings Increased Relevant Visitor Traffic Increased Sales for a Product or Service So, test to learn what works for you: 1. Set up specific engagement campaigns to track social media programs that drive to your website (You can use Google analytics to track this data.) 2. Track how many people have read your blog (page views)? 3. Track how many people are clicking on the social media icons in your s (click-through data). 4. Track how many people are joining your contact list via social media sites. 5. Monitor twitter for the amount of mentions and retweets. Reward those influencers if possible! 68

69 Customer Since: *restarted account in September 2011* Open Rate: 20.3% One Campaign, 450% More Facebook Fans The worldwide headquarters and distribution center of Cynthia Berman's D-Lux 57 fashion aprons is the living room in her Los Angeles home. That means that she doesn t have a whole lot of time for any kind of advertising, and she cuts her overhead costs as much as possible. Last March, marketing was dropped from that list. I hadn t used it for a while, and wasn t really sending newsletters every month, so I decided to stop using it until I figured out what I was actually doing with it, Cynthia says. This month, Cynthia returned to in a big way. She coupled two issues of her newsletter with Facebook posts, and in the process, gained 200 new "Likes," higher user engagement, and most important, more sales. The Summer of Social It all started last summer, when Cynthia decided to attend a workshop on social media and marketing in Santa Monica, Calif., that was being presented by Constant Contact Regional Development Director Kelly Flint. The workshop really helped me realize how important Facebook Pages were, Cynthia explains. While she had already had a Page in place, she admits that she hadn t done anything with it. 69

70 Getting 100 Extra Views from Social Media? March 17, 2012 By Blaise Lucey Leave a Comment Nowadays, many small businesses and organizations are depending on both marketing and social media to reach out to and build relationships with customers, clients, and supporters. That said, those two channels are still kept separate all too often. That can make for extra marketing work and a lack of exposure for those carefully-designed s. BMT Promotions and Talent, a staffing agency that specializes in finding staff members for conventions, conferences, and experiential marketing events across the country, found a solution that led to some of their s being read by 100 or more viewers from social media channels. And that s why the agency was recognized as a 2011 Constant Contact All Star for growing their reach the most via social media. The question is, how did they do it? Reaching contacts by social and With almost 8,000 contacts, BMT relies on Constant Contact Marketing to reach out to prospective p staff members with job openings on a client s behalf. To make sure that these s reach the right people, Matt B. Davis, (BMT s owner) and his staffing department, divide the contact lists geographically. After all, an about a job in Los Angeles that gets sent to prospects in New York won t help anyone. We needed marketing for database management, Matt explains. We were going to pay to have software built that it would have been time consuming and expensive, but Constant Contact has proven to be an inexpensive and effective way to serve the needs of our company To really capitalize on the potential reach of each , BMT also shares them on their Facebook and Twitter pages. This creates another hub for people to go when they re looking for updates on job openings. More importantly, it also gets the word out to hundreds of people not yet on the list. This in turn grows the list even more. Integral integration The BMT staffing team focused on making their s a one-stop solution for BMT s outreach. With the latest platform upgrades on Constant Contact, we can create and edit everything on one page in a few easy steps. This means we can create a job listing in less than 5 minutes and send it out to thousands. Matt says. And the more we grow our list of contacts, the more we can directly reach out to pre-screened staff members, instead of relying 70

71 The following is a true story, and a great example of applying technology in a very low tech way in order to monitor what social media channels are most popular withy your customers, while also creating an excellent customer experience in the process: In an Austin, TX nail salon, the gentleman doing my nails told me that he had just bought the salon from his sister, and that he was hoping to grow the failing business. He asked what I do for a living, so I told him about Constant Contact. Flash forward to the recent past, I was getting my nails done again. This day at the salon, every station was full, he had hired to staff to manage the load, the waiting area was buzzing with people, and each time someone walked in, they were walking over to him and exclaiming "I Love Nails!" or "I Love Dominic" or some other catchphrase. Each time a customer made a remark, the gentleman would make a little mark on a pad of paper he had at his desk. The paper had three columns: T, FB and CC: Twitter, Facebook, and Constant Contact ( Marketing). He had sent out a special offer across multiple social media channels and people were told to come in and say a key phrase to get the discount. Depending on the remark each customer said, he was able to quantify the number of customers engaging with each social media channel. The business owner knew everyone's name as soon as they entered the salon. If he didn't, he started talking to them and getting to know them (engaging them!). This all ties back to the fact that relationships remain the key element of a positive customer experience. Furthermore, the tools we use in order to market using social media can help nurture those relationships, but no matter what, it will always come back to an excellent customer experience. 71

72 Section Break: Next Steps What should I do now? 72

73 73