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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! …

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

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