Social Media Marketing Made Simple for Small Businesses

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Constant Contact makes email simple. NutshellMail makes social simple. Together, they will make small business success simpler!

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Social Media Marketing Made Simple for Small Businesses

  1. 1. Making Social Simple:<br />Social Media Marketing <br />“Friends” Small Business<br />May 24, 2010 <br />Copyright © 2010 Constant Contact, Inc.<br />
  2. 2. Expanding Small Business Customer Connections<br /><ul><li>Small businesses are engaging with their customers every day
  3. 3. The places they engage are rapidly expanding, with customers now participating in the conversation
  4. 4. This engagement requires small businesses to create interesting content in multiple locations
  5. 5. Small business owners are still time-starved, requiring even easier tools to save them time
  6. 6. Used together, email marketing and social media marketing more deeply engage your passionate customers and broaden your audience</li></ul>Social MediaMarketing<br />Email Marketing<br />Copyright © 2010 Constant Contact, Inc.<br />2<br />Passionate <br />Customers<br />
  7. 7. Virtuous Circle of Passionate Customers<br /><ul><li>Boloco is a Constant Contact customer based in Boston
  8. 8. Its customers have a great experience when they eat there, so Boloco has lots of passionate customers
  9. 9. Customers also have lots of interesting things to say, encouraging them to connect with Boloco
  10. 10. After reading today’s email newsletter from Boloco, Sally posts a comment on Facebook
  11. 11. Sally’s friend Brian sees the post and becomes a “fan” of Boloco
  12. 12. He decides to visit Boloco, where he loves the Classic Burrito</li></ul>Copyright © 2010 Constant Contact, Inc.<br />3<br />
  13. 13. Virtuous Circle of Passionate Customers<br /><ul><li>While at Boloco, Brian checks in on Foursquare
  14. 14. His check-in is shared with all of his friends
  15. 15. Jane is looking for a good burrito and sees that Brian is at Boloco, so she decides to join him for lunch
  16. 16. Boloco encourages Jane to sign up for its email newsletter</li></ul>Copyright © 2010 Constant Contact, Inc.<br />4<br />
  17. 17. Virtuous Circle of Passionate Customers<br /><ul><li>Boloco writes about its new Yucatan Habanero Burrito, and sends the content out over email, Facebook, and Twitter
  18. 18. It enables a “Tweet this” function, so Jane re-tweets the message
  19. 19. Jane’s tweet is seen by all of her Twitter followers
  20. 20. Steve sees Jane’s tweet and trusts her judgment on restaurant picks, so he becomes a “follower” of @Boloco
  21. 21. He decides to meet Jane at Boloco for lunch
  22. 22. Boloco engages with Steve via Twitter</li></ul>Copyright © 2010 Constant Contact, Inc.<br />5<br />
  23. 23. Virtuous Circle of Passionate Customers<br /><ul><li>Boloco sends Steve his first email newsletter
  24. 24. He finds one of the articles on the new Yucatan Habanero Burrito interesting
  25. 25. He also thinks Bruce would enjoy it, so he forwards the newsletter to Bruce
  26. 26. Bruce knows Steve wouldn’t send him an email unless it was highly relevant
  27. 27. He decides to try the new burrito for himself
  28. 28. Boloco encourages Bruce to sign up for the email newsletter and engage on Facebook and Twitter</li></ul>Copyright © 2010 Constant Contact, Inc.<br />6<br />
  29. 29. Foundation Points for Social Media Marketing<br /><ul><li>Great customer experience is needed to create passionate customers
  30. 30. The connection with your passionate customers is kept alive through engagement and interesting content
  31. 31. Your passionate customers form the core of your social media marketing efforts
  32. 32. Having your passionate customers tell their friends about you in the places they prefer to be social expands your reach
  33. 33. A combination of great customer experience, email, and social interactions are needed to turn casual connections into new passionate customers
  34. 34. An entirely new virtuous circle is created</li></ul>Passionate<br />Customers<br />Deep Engagement with Constant Contact Tools<br /><ul><li>Email Marketing
  35. 35. Online Survey
  36. 36. Event Marketing
  37. 37. Social Media Marketing</li></ul>Great Customer Experience<br />Copyright © 2010 Constant Contact, Inc.<br />7<br />
  38. 38. Making Social Simple: NutshellMail<br /><ul><li>Boloco is running a great business, but it’s hard to keep up with all of these social media channels
  39. 39. NutshellMail makes order out of the chaos of social media by providing a daily digest of social media interactions at a time that’s convenient for Boloco</li></ul>Copyright © 2010 Constant Contact, Inc.<br />8<br />
  40. 40. Creating Casual Acquaintancesfrom an Engaged Audience<br />Engaged<br />Casual<br /><ul><li>These are people who are your passionate customers
  41. 41. They will tell their friends about you, for better or worse
  42. 42. Passion for your business is forged by great customer experience and kept alive by email communications
  43. 43. They have given you permission to communicate directly with them
  44. 44. The volume of these passionate customers is naturally limited but there is a deeper level of interest in your message among this group
  45. 45. These are people who are reached by your passionate customers
  46. 46. Their sheer volume gives you greater reach but there is inherently a lower level of interest in your message
  47. 47. The first step is to gain a right to send them direct messages via email
  48. 48. Build up trust needed to gain this right through great customer experience
  49. 49. The ultimate goal is to convert these people into passionate customers</li></ul>Communicate with an engaged audience like you are having aprivate dinner with them.<br />Communicate with a casualaudience like you are at acocktail party with them<br />Copyright © 2010 Constant Contact, Inc.<br />9<br />
  50. 50. Expanding Your AudienceThrough Engaged Customers<br />Start with your passionate customers and interesting content<br />Social Sharing<br /><ul><li>Email marketing allows you to build trusting relationships and nurture early relationships while acquiring some new customers from your passionate customers
  51. 51. Social media marketing uses your raving fans to acquire new customers, connect with prospects, and begin nurturing deeper relationships
  52. 52. Email marketing should encourage broader relationships through social media marketing
  53. 53. Social media marketing should encourage deeper relationships through email marketing</li></ul>Targeted Sharing<br />Copyright © 2010 Constant Contact, Inc.<br />10<br />
  54. 54. What Should I Do Now?<br />1<br />2<br />3<br />Get simple!<br />Start listening toyour passionate customers<br />Learn more about usingemail marketing andsocial media together<br />Next 60 days<br />Near future<br />Today<br /><ul><li>Look for Constant Contact product enhancements that simply enable interactions between email marketing and social media marketing
  55. 55. Sign up for a free NutshellMail account at www.nutshellmail.com
  56. 56. Use email newsletters to encourage your passionate customers to talk about you on Facebook and Twitter
  57. 57. Enable the discussions with your “superfans”
  58. 58. Look for free seminars in your community and online webinars to learn more about how to use email marketing and social media marketing together
  59. 59. Constant Contact will continue teaching small businesses how to save time with email marketing and social media
  60. 60. Visit the free Constant Contact social media page www.constantcontact.com/socialmedia</li></ul>Copyright © 2010 Constant Contact, Inc.<br />11<br />
  61. 61. Constant Contact Is Making OrderOut of Customer Engagement Chaos<br />Social made simple.<br />Email marketing made simple.<br />Small business success<br />made simple<br />Copyright © 2010 Constant Contact, Inc.<br />12<br />
  62. 62. Small Business Success Made Simple(r)<br />Copyright © 2010 Constant Contact, Inc.<br />13<br />Follow the buzz!<br />Twitter.com/ConstantContact<br />Facebook.com/ConstantContact<br />cnahil@ConstantContact.com<br />hashtag: #CTCTSocial<br />

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