10 steps togo and grow your social-2012-paige
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Tips to Help You “Go & Grow” Your Social or Online Marketing Best Practices and Strategies for Small Businesses and Nonprofits 10 Copyright © 2012 Constant Contact, Inc.
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Social media made simple seminar-RDD Paige CahillConstant Contact
Transcript of 10 steps togo and grow your social-2012-paige
Tips to Help You “Go & Grow” Your Social or Online Marketing
Best Practices and Strategies for Small Businesses and Nonprofits
10
Copyright © 2012 Constant Contact, Inc.
Coach and Connect You!
Paige CahillRegional Development Director (MO, KS, NE, AR)
Twitter: @SocialPaigeFacebook.com/SocialPaigeLinkedin.com/in/PaigeCahillBlog: www.SocialPaige.com
Charming Chaz
My Staff…
Constant Contact…
Helping Make Your Online Marketing Simple
Coaching and Connecting You to Tools & Strategies to Help You Rev Up Your Relationships, Referrals, and Revenues.
• Email Marketing• Event Marketing• Online Surveys• Social Campaigns• FREE Support• Free Webinars • Free Seminars
FREE Resources…
Recommended Books
Presentation
Webinars
Tutorials
Cool Tools, Resources, & Links
Drop in Your Card
Drop in Your Business Card for FREE Resources
Why do we “market”?
More…
Customers Clients Volunteers Donors / Members Brand Awareness Sales Website Traffic Time in the day!
We Want More!
We Want to Rev Up Relationships, Referrals, and Revenues!
MySpace
Local / Daily deals
Location-Based Services
Review Sites
Photo Sharing
Video Sharing
76%
62%
53%
38%
35%
25%
24%
19%
Social Media Tools Are Changing the Way We Market! Social Media Is Word of Mouth on Steroids.
Copyright © 2012 Constant Contact, Inc. 6
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.
Find Social Media Tool Effective*
86% Facebook71% Video Sharing60% Twitter55% Linked In45% Local / Daily Deals
Tools Used to Market My Business
96%
7
Five Types of People:Leverage Relationships to Inspire Engagement
7
SuspectsCustomer
s
Disinterested
ProspectsRaving
Fans
Copyright © 2012 Constant Contact, Inc.
Social Media Marketing Is…
Building your 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.Copyright © 2012 Constant Contact, Inc.
9
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 Thought 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
Copyright © 2012 Constant Contact, Inc.
10
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 importantthings to say!
Copyright © 2012 Constant Contact, Inc.
11Copyright © 2012 Constant Contact, Inc.
Doing It Well: Best Practices for Small Business Social Media Marketing
Copyright © 2012 Constant Contact, Inc.
Keep Your Customers
Improve Customer Service
Encourage Repeat Business
Increase Relationships
Increase Referrals
Get More Prospects
Increase Brand Awareness
1 Set Goals
In A Pickle: Increase Sales, Build Community
In A Pickle is a local favorite restaurant in Waltham, MA
But, they are everywhere on the Web
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 Email as the Hub that brings everything together
Copyright © 2012 Constant Contact, Inc.
Ask and Receive
How do they like to be communicated with?
What tools are they using?
When do they check their email, facebook, twitter, LinkedIn
What do they want from your communications
How can you help them?
2Know Your Audience
Where are your customers?
Men Women Age Income EducationFacebook 42.6% 54.3% 35-54 = 29%
18-24 = 25.3%25-34= 24.8%
HS 7.8%College 3.4%Alumni 31.4%Unknown 57.5%
LinkedIn 51% 49% 35-49 = 38%50+ = 32%18-34= 26%
$ 30K-60K = 20%$ 60K-100K= 30%$ 100K= 39%
HS 25%College 48%Grad School 27%
Twitter 45% 55% 18-34 = 45%35-49 = 24%50+ = 14%3-17 = 14%
$ 30K-60K = 25%$ 60K-100K= 28%$ 100K= 30%
HS 49%College 38%Grad School 13%
YouTube 53% 47% Median Age is 33 years
Median income: $74,000
71% employed 15% students69% at least college educated
Social Tools are Not Just for Kids!
Google Yourself
Constant Contact 2011 ©
3Monitor Your Online Brand
Your Online Brand is Being Created With or Without You!
Can You Be Found Online?What is Being Said About…
• You?• Your Association?• Your Company?• Your Competitor?
Google Yourself
Google Yourself, Your Company, & Competitorswww.Google.com
Google Yourself Can People Find You or Your Company?
Copyright © 2012 Constant Contact, Inc.
Copyright © 2012 Constant Contact, Inc. 18
Sites That Help You Get Found
Blogging Google Places
Your Website
Monitor Your Online Presence
Google Alertshttp://www.google.com/alerts
Monitor your:• Name• Company name• Competitor• Trends• Keywords• Industry
Search for keywords online:• News,• Blogs,• Web,• Discussions• Video
Copyright © 2012 Constant Contact, Inc.
Google Yourself
4 Brand Up!
Professionally Brand your Business
• Be consistent• Logo• Phone• Address• Website• Social Icons
Add starter content. Give it a personality
Look Professional! Copyright © 2012 Constant Contact, Inc.
Google Yourself
5
Constant Contact 2011 ©
Listen, Learn & EarnGet to Know the Neighborhood
Your Customers Help You!
Facebook Samples
Shatto Milk
435 South Magazine
The Kansas City Chiefs
KMBC
Wayside Waifs
Spin Pizza
Dave Ramsey
Salina Chamber
Springfield Kids Directory
Dickerson Park Zoo
YouTube Samples
Bad Breath=More Sales
Constant Contact-Boloco Burrito
www.SocialQuickStarter.com--SocialMedia
Toyota-Swagger Wagon
Will It Blend
Ask Aunt Patti
The WebTrainer
Wayside Waifs
6
Constant Contact 2011 ©
Manners Matter
• Sell, Sell, Sell You Will Fail
• Me, Me, Me Will Part the Seas
• Empower, Engage, & Educate
• Give and You Shall Receive
• Share, Care, and Be There
• Reply, Thank, and Take Care of Negative Comments
• What Happens in Vegas Stays in Vegas
• First Impressions Make Lasting Impressions
7
Constant Contact 2011 ©
Plan Ahead
Schedule Your Social as an Appointment• Create a Marketing Calendar• Buy a Big 12-Month Calendar• Highlighter• Post It Notes
• Seasonal Promos• Themes• Holidays• Community Events• Customer testimonial
International Holidayswww.Calendarlabs.com
• Special Olympics • United Way• Susan G. Komen Breast Cancer Foundation
8
Constant Contact 2011 ©
Informational tips, and practical advice70% Educational 20% Promote 10% Personal Peek
Less is More
Repurpose your content
10 FAQ & 10 SAQ
Articles
Technorati.com (blog directory)
Google alerts
Blogs (yours and others’)-Google Blogs
Thought-provoking discussions that inspires dialogue
Relevant videos, photos, podcasts
Ask questions/Testimonials/Polls/Surveys
CRAFT UP Content
Content Reuse or Repurpose Your Content
Copyright © 2010 Constant Contact, Inc. 28
Content Reuse: Krista Photography
Copyright © 2012 Constant Contact, Inc.
Grow Your Social!Grow Your Socialwith Your Personal Email Signature8
Grow Your Social
Create an Email Campaign
• GROW Your Social Networks
• Learn Where Customers Are hanging out
Copyright © 2012 Constant Contact, Inc.
Grow Your Social!
1.Add interactive social icons to yourWebsite
Newsletter Templates
Business Card
Printed Collateral: mailers, flyers, invoices, direct mail, newspapers, magazines.
Copyright © 2010 Constant Contact, Inc.
Grow Your Social
Grow Your Social
Use a variety of ways to expand your network:
Business Card Printed Collateral: mailers,
flyers, invoices, etc.
• Put a sign in your storefront window
• Add a message to your voicemail
• Include a note on point-of-sale receipts and house coupons
Copyright © 2010 Constant Contact, Inc. 34
Let Your Customers Grow Your Social-Go Viral
Copyright © 2012 Constant Contact, Inc.
Share Bar
Email MarketingHelps You “GO and GROW” Your Social or Online Marketing Channels
Even if you are not doing social yet!
Copyright © 2012 Constant Contact, Inc.
Email Helps You Go and Grow Your Social
Share Bar
Tweet on Twitter
Example of a Newsletter Tweet from Constant Contact
Link to Your E-Newsletter
Email Goes Viral
The Swinery is a specialty 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
Measuring Effectiveness:The Swinery
Repurpose Your Content
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 40Tweet Your Email on Twitter or Share on Your Social Sites
Simple Share
More Reach
Social Stats Report
9 Manage
Track your Page Insights
Read Fan comments
Reply from your Inbox
Manage Activity On Social Media Sites with One Email
Save Time
www.NutshellMail.com
Social Media DVR
Your Social
Copyright © 2012 Constant Contact, Inc.
HootSuite.com
Copyright © 2010 Constant Contact, Inc.
Monitor, Manage, & ScheduleAble to have multiple accounts Copyright © 2012 Constant Contact, Inc.
HootSuite.com
Copyright © 2010 Constant Contact, Inc.
Monitor, Manage, & ScheduleAble to have multiple accounts
10
Constant Contact 2011 ©
Measure Success
Test to learn what works! Reports from Email
Website activity –Google Analytics Sales/Phone/Traffic Clicks Connections Fans Followers Likes Retweets Impressions Comments Email Subscribers
Facebook Insights
A True Story: “I love nails!”
Glamour Nails
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: Results of Their Test
Your Contacts Want To Keep In Touch, but on their terms
Dingo Dingo had 330 Likes on Facebook & 8,934 Email subscribers
GOAL: They wanted to get to 5,000 Likes & add more email Subscribers
Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo
Dingo shared the offer on Facebook and Twitter
Dingo
Then…Dingo had its’ fans join their email list through the CTCT Facebook App
Facebook SEARCH For Constant Contact Labs
Add facebook Join my list
Dingo
Dingo kept their fans up to date on their progress
Dingo
Dingo now has 6,329 Likes and 14,140 Subscribers
It took them 3 days!
Dingo had 330 Likes on Facebook and Email subscribers 8,934
Dingo: The Important Results
Monthly Sales Grew 22%
New Customers Account for 45% of that Growth
85% of new customers have continued to buy Dingo products
10
Steps to Help You “Go & Grow” Your Online Marketing
1. Set Goals
2. Know Your Audience
3. Monitor Your Online Brand
4. Brand Up
5. Listen, Learn, & Earn
6. Manners Matter
7. Plan Ahead
8. CRAFT Up Content
9. Grow Your Social
10. Manage Your Social
11. Measure Your SuccessCopyright © 2012 Constant Contact, Inc.
59Copyright © 2010 Constant Contact, Inc.
What Next?
FREE Resources…
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