social media monitoring for smbs
DESCRIPTION
Mark Schmulen of Constant Contact explains how SMBs can use social media monitoring to increase sales and reduce marketing costs. Presentation taken from Monitoring Social Media Boston, 5th Oct 2010.TRANSCRIPT
How To Monitor & Measure $uccess?
Social Media Marketing for SMBs
Introduction
Mark Schmulen General Manager of Social Media Constant Contact
Email: [email protected]
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen
Waving the Banner for Social Media
But What About The Rest Of Us?
Fundamental Principal #1
You Must Provide a Great Customer Experience
There is No Cure for Sucking
Social Media is the New Word of Mouth
6
Source: Neilson Global Trust in Advertising Survey, 2007
Social Media Endorsements Lead to Purchase
Copyright © 2010 Constant Contact, Inc. 7
51% of the U.S. sample of the survey had purchased a product based on an online recommendation.
It’s All About the Customer
“Over the years, the number one driver of our growth at
Zappos has been repeat customers and word of
mouth.”- Tony Hsieh, Delivering Happiness
Fundamental Principal #2
Marketing Does Not End After The Sale
Effective Marketing Begins During & Continues After The Sale
Copyright © 2010 Constant Contact, Inc. 10
These Guys Are Mad
New tools have changed the game.
Businesses focus on acquisition
Revenue and profit are generated by repeat customers
Find
Convert
Keep
Find
Convert
KeepTraditional Marketing Interactive Marketing
Apply New Tools To The Cycle
Start with your passionate customers and
interesting content
Email Marketing
Social Media
Marketing
Suspect
Customer
Fan Prospect
What is Marketing?
Elicits a Physical & Measurable Response
Interactive Marketing Adds a New Element
Elicits a Physical & Measurable Response& Emotional
This is just funny
Elicits a Physical & Measurable Response& Emotional
Measuring the Response
Clicks Opens Page Views Fans Followers Subscribers
How does this translate into $$$?
The Physical The Emotional
Likes Shares Retweets Mentions User Reviews Sentiment
Know Your Funnel
But Know That You Can’t Measure Everything
18Copyright © 2010 Constant Contact, Inc.
Doing it Well: Lessons from the Real World of SMB’s
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 sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo had its fans join their email list through the CTCT Facebook App
Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo had its fans join their email list through the CTCT Facebook App
Dingo kept their fans up to date on their progress
Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
Dingo had its fans join their email list through the CTCT Facebook App
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: It’s all about building Community
Dingo: The Important Results
Monthly Sales Grew 22%
New Customers Account for 45% of that Growth
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 ChoicesFind Out Where They Are
EmailFacebookTwitter
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
Measuring Social Email
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
32Copyright © 2010 Constant Contact, Inc.
Make It Easy On Yourself: Use the Tools
33
Problems with Monitoring Social Media
34
NutshellMail Keeps You Connected
We Make It Simple To Be Social
It’s Free!
www.NutshellMail.com
35
NutshellMail is Your Personal Assistant
Copyright © 2010 Constant Contact, Inc. 36
NutshellMail Delivers On Your Schedule
37
Directly To Your Email Inbox
Q & A
Mark Schmulen General Manager of Social Media Constant Contact
Email: [email protected]
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen