Download - Social Media Marketing for Small Business
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Social Media Marketing for Small
BusinessBusiness
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www.oursocialtimes.com/events
www.oursocialtimes.com
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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
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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
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Geo-Targeting
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Branding and Facebook Signatures
You can change the link under the Post to go back to YOUR website
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Save Time With RSS
Make sure to give credit to blog authors!
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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 ;)
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Engagement Rules
How Email and Social Media Work Hand-in-Hand to Grow Business
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Introduction
Josh Mendelsohn
Senior Product Marketing Manager of Social Media
Constant Contact
Email: [email protected]
Blog: http://blogs.constantcontact.com/Blog: http://blogs.constantcontact.com/
@mendelj2
linkedin.com/in/joshsmendelsohn
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� 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
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Levels of Influence
Influence
12Copyright © 2011 Constant Contact, Inc.
Paid Media
QuotesOwnedMedia
EarnedMedia
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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
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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%
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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
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The Inbox vs. The NewsFeed
Copyright © 2011 Constant Contact, Inc. 16
The NewsFeed Black Hole
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The Inbox vs. The NewsFeed
Email is still the best way to get your message heard
Copyright © 2011 Constant Contact, Inc. 17
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The Inbox vs. The NewsFeed
Social Media is the best way to get your message spread
Copyright © 2011 Constant Contact, Inc. 18
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Email & Social Media Work Hand-in-Hand
Email Lights the Fire
Social Fans the Flames
Copyright © 2011 Constant Contact, Inc. 19
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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
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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.
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“by consistently touching
a tribe of people with
generosity and insight,
she’s earned the right to
lead”
-Seth Godin, Tribes
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Small Business,
Social Business. starting with Twitter
1. WHY?
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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%)
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“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
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“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
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Small Business,
Social Business. starting with Twitter
2. HOW?
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Listen.
Learn.
Care.Care.
Serve.
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Listen.
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SMM Surveyhttp://bit.ly/bestsmmtools
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SMM Survey
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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.
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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.
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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
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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
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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
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Small Business,
Social Business. starting with Twitter
3. What NOT to do.
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We Need More Followers!Clickthrus?
Fans?
Friends? Friends?
Traffic?
Klout?
Influentials?
SOMETHINGS? Right? Don’t we? Hello?
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You Need Business Objectives.
Then, measure what you’re actually
trying to do.
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We Need Social Campaigns!
not so much.not so much.
Invest in Social literacy.
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The ROI is Unproven!
++
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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
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Small Business,
Social Business. starting with Twitter
4. Find the right tools
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Learn More…
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Learn More…
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Toolkits…
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Small Business,
Social Business. starting with Twitter
5. Keep it all together
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http://bit.ly/socbasebeta
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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
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Social Media Marketing for Small BusinessSmall Business