Upload
ronbill
View
242
Download
0
Embed Size (px)
Citation preview
Social Media Marketing Made SimpleA Best Practices and Strategy Overview for Small Business and Nonprofits
Taking Maximum Advantage of Social Media Marketing
2
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
3
Why Do We “Market”?
We Want More!
More… Customers Clients Volunteers Donors/Members Brand Awareness Sales Time in the day!
4
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.
5
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.
6
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.
7
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
8
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
9
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
10
…delivering professional email communications…
…to an interested audience…
…containing information they find valuable.
Delivering important information
11
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
12
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.
13
Connections
14
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
15
Your contacts want to keep in touch, but on their terms
EmailFacebookTwitter
15
Add social icons to email campaigns to define your audience’s preferred channels
Discover Preferred Channels
16
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.
17
Look Professional
Complete your business profile
Description Contact information Website URL Join My Mailing List
Brand your presence Logo, pictures,
background
Add starter content
18
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!
19
Engaging Content
20
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
21
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.
22
More than 800 million active usersFacebook Statistics, 2011
More than 50% of Facebook users log on any given dayFacebook Statistics, 2011
________________________________
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
23
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
24
160 million registered users100 million active users
Mashable.com, 2011
60% of users follow companies, brands, and products
Mediabistro.com, 2011
_______________________
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
25
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
26
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
________________________________
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
27
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.
28
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
29
Basic Anatomy of Pinterest
30
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
31
Conversations
32
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.
33
Engagement Starts with You!Start Conversations, Say Thank You
34
Make Online ConversationsPart of Your Presence
Invite direction and feedback, and really LISTEN
35
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.
36
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.
37
Managing Your Time and Activities
Managing Your Time
38
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
39
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.
40
Popular Tools Used to Monitor and Manage your Time
Popular time management and monitoring tools include:
Google Alerts
HootSuite
TweetDeck
RSS
NutshellMail
41
Defining Social Media Marketing Success for Small Businesses and Organizations
Measuring Success
42
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?
43
Measuring the Impact of Social Media
44
45
46
47
Take the Next Step
Sign up for a free Email Marketing trial. Satisfaction guaranteed.
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!
Toll-free: 866-876-8464constantcontact.com
Register for our free webinars:
Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts.
constantcontact.com/learning-center
WebinarsEmail + Social =Success, Guaranteed.
FREE!FREE!FREE!
FREE!
Get a Social Media Quickstart!
Get started building connections through social media marketing, today!
socialquickstarter.com
FREE!FREE!FREE! Social Media Quickstarter
FREE!FREE!
Contact Information
48
Ron BillPremier Consulting Innovations
Email: [email protected]: 317-752-6201Facebook Premier Consulting InnovationsWebsite www.consultprem.com