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Social Media Marketing | Cutting through the hype & getting to the value

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Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.

Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.

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  • The Power of Social Media MarketingLearn more: tweet this event!#ctctsocial by @RDDHANDLE[RDDs may have the choice to include their personal Twitter handle or not. Thinking is that if they are active and responsive, add it; if not, default to the CTCTsocialhashtag, only]
  • [This is a hidden slide, intended for RDD use, only]Seminar Description:“In this 1-hour seminar, you will learn how to:Extend your online marketing reachReach with endorsement; that is, get your passionate customers to tell your story, andLeverage content that helps your customers share their experience.These are the essential elements of transforming new prospects into passionate customers,in turn growing your business using the power of social media marketing.
  • Section Break: What is Social Media Marketing?
  • As marketing tools, social media should not be dismissed. Why? A recent study by TNS, a global research firm, confirms that consumers trust information and recommendations from their friends more than they do those from other sources, including TV, newspapers, advertising, and online media. These recommendations typically are the most reliable because when one friend tells another about an organization, the recommender is putting his or her reputation on the line to do so. And the person who was referred comes with a higher level of trust and confidence in the organization because of that. Today’s influencers have changed: people like you and me are expecting dialogue and immediate feedback.It’s Social Word-of-Mouth:It’s easy to share and forward messages: more consumable than preciseReach more people, quicklyPositive endorsements help your brandNegative feedback may hurt your brandFans and Followers can become brand ambassadors, endorsing youBuild long-lasting positive buzzReach with endorsement
  • Social Media endorsements lead to purchase.51% of the U.S. sample of the survey had purchased a product based on an online recommendation, while 33% had recommended a product through a blog or an online review.
  • Why are people engaging? Your prospects are using Social Media as recommendation and referral engines.The demographics of the average social media user have expanded. It’s no longer “just for kids” or for the B2C world. Social media marketing as become vital for any business or non-profit organization for generating brand awareness, endorsements, and sales.One major stereotype associated with many forms of social media: They’re only for young folks. This is not true at all. In fact, comScore reported that usage of Facebook by users 18–24 actually went down each month during the third quarter of 2009. According to Facebook, its fastest growingdemographic is users over the age of 35. And, the Pew Internet & American Life Project says the median age of a Twitter user is 31. That same Pew survey says 40 is the median age of LinkedIn users.
  • Customer example demonstrating reach and endorsement.
  • Section Break: Why Market Using Social Media?Creating a PresenceKick-Starting your Following and Building over TimeUsing Content that Inspires SharingMaking it a Part of Every DayDefining Social Media Marketing Success for Small Businesses
  • You can use social media marketing to extend your reach by:Building a targeted following that cares about your business (we will explain how shortly);Driving your most engaged customers to share your content and their point of view about your business or organization;Reaching your customers’ combined networks using their implied endorsements, creating a “multiplier effect” like none other!
  • Get started with the basics:1. Create a presence where your audience is (or more than one!)2. Post starter content: populate your profiles3. Monitor others like you, keywords, competitors, etc. and observe trendsPost more content that inspires sharingMeasure results: your networks’ growthRepeat steps 3-5 and continuously build your network.
  • Make sure your presence looks good: make your profiles polished and professional-looking.Complete your business profileDescriptionContact informationWebsite URLJoin My Mailing List, etc.Brand the presenceLogo, pictures, backgroundAdd starter content! It’s important to populate your social media profiles with interesting, relevant content before you begin inviting folks to fan, follow, friend,and link to you.
  • Make your social presence a reflection of your business / organization. Don’t blur personal and professional useBe transparent. New users should immediately identify what you do“Stick to Your Knitting”. Deliberately choose your expertise and areas of engagement. Be firm and clear about who you are and what distinguished you before you dive into social media marketing.Put the social in the media. Be more broadand informal… and have fun! Social media is a much less formal communication type than, for example, standard Email Marketing content.
  • Wondering what kind of starter content you can use to populate your profiles, today?Information, tips, and practical adviceLinks to:Archived Email Marketing newslettersPolls and SurveysEvent Homepages and registration pagesBlogs (yours and others’)Websites (yours, and others in your area of expertise)Product or service reviewsThought-provoking discussions that inspires debate and dialogueRich media: relevant videos, photos, podcasts
  • Use a variety of ways:Send an invitation to your Email ListAdd interactive Social Icons to YourWebsiteEmail Campaigns (in a sidebar, in the footer)Outgoing Email SignatureBusiness CardPrinted Collateral: mailers, flyers, invoices, etc.Put a sign in your storefront windowAdd a message to your voicemailInclude a note on Point of Sale receipts and house couponsBe creative and visible everywhere your customers are!
  • [EC: Took liberty to use the word “network”]Social networks build over time in many ways. For example:1. You write content that gets shared; Your followers’ followers notice and decide to follow you;2. You follow people and they follow you back;3. You retweet or repost others’ content; their followers notice and follow you;4. Your customers comments (this is powerful!). Their networks notice and connect with you;5. You participate in discussion groups, social networks, blogs, etc. and other people join the conversation and join your network…
  • Content and participation are the keys to building and engaging your network.The more comments you have, the more viral visibility and free marketing you’ll create. But your fans have to have something to comment on. So:Write/Share quality, relevant content daily (you’ll find your customers’ rhythm!)Retweet or repost the content of othersEngage in discussions that are relevant to your businessComment, comment, comment!Cultivate a social style: use a unique voicePost a variety of media types: text-based questions, photos, videos, online polls, links including visual thumbnail images, etc.
  • Monitoring is a key activity for a number of reasons:Save time and effort!Jump on relevant discussions and topicsRespond in a timely way to opportunitiesRepost interesting contentFind people and businesses to add to your network who may have content to “share-and-share-alike”Respond appropriately to both positive and negative comments
  • What should you monitor? Monitor the activity on all your social networks, including:1. Your Brand. Think about all it’s possible spellings / configurations For example: Far And Away Bicycles, Far&Away, Bicycles, Bikes, etc.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 network have LinkedIn profiles?3. Categories, topics, and keywords of your business. For example:Pets, Dog Day Care, Cat, Dog, Petsitting, Animals, Rescue etc.Take a few minutes to make a list of the main topics you’re monitoring, and then make a list of three or four subtopics. If you think about it, when you’re focused on your reader and your expertise, most of what you’re going to be monitoringfalls under five to seven main topics.4. The experts and influencers in your business.
  • How should you monitor?1.NutshellMail: You receive a email digest of all network updates, at a time convenient to you2. Google Alerts3. RSS feeds (Readers)4. Twitter SearchTwitter Aggregation Tools: these tools allow you to watch multiple twitter accounts simultaneously4. Tweetdeck5. HootSuite
  • Note: this slide is intended as a visual example of a monitoring tool (NutshellMail) with action call-outs:something to retweeta discussion to add to on LinkedIna customer to thank for a shout out
  • [GG: Need general information]The best content inspires sharing Original, personalized content is important (but you don’t need too much). Reuse your great content. When you add one or more social media networksor a blog to your marketing mix, you do not necessarily have to come up with exclusive content for each network. Reuse articles from your newsletters to prime the social media pump. In turn, your blog or others’ blogs content can be used to feed your email newsletter and social network channels.Less is more! Short content is best, one idea at a time. You can always include a links to more in-depth information.Examples: “Stay Cool this Summer at Jack’s Ice Cream (URL)!
  • Focus on the content - share knowledge so people careIt’s not about youIt’s about what you knowTrade useful information for attentionWill they talk about it when out with friends?Will they look forward to your next communication?Will they be inspired to share/tweet/comment on this information?Filter out the noise by narrowing focusing on creating a stream of relevant, interesting contentBe an expertClearly convey the mission. It’s OK to deviate at times, but stick to a 90/10 rule of thumb
  • Here are seven ways you can reuse, recycle, and repurpose your valuable content across multiple channels:After you’ve sent your email marketing message, post a link to it on Twitter, LinkedIn, Facebook, or whatever social media site(s) you use.Use your blog posts as content in your email newsletter.Turn customer comments and questions (and your replies) on social media sites into newsletter content. (Just ask for permission before doing so.Repost comments and questions (and your replies) from one social media site on another. (cont.)
  • 5.Find an interesting article that ran elsewhere? Share a link to it on your social media page, or in your newsletter. Make it even more compelling by sharing your quick thoughts on why you find it interesting.6. Break your newsletter articles into separate tweets (i.e., separate out the “tips” into 140-character snippets).7.Link to a specific page of your website that isn’t getting as much traffic as you’d like it to.
  • This slide shows an example of Focus HR’s content reuse across multiple platforms: Website, Twitter, Facebook, and Emal Marketing.
  • How to make your content viralAdd interactivity:Share barLike buttonCommentsAsk your network to share:Start the dialogueAsk QuestionsMake open-ended statements that illicit opinionsBring up controversial issues in your industryWatch what engages your audience… every audience is different
  • Do you need to spend a lot of time doing social media?Good 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 a week is more than most small business.If you tweet too much; people might not think you are serious about your business
  • Start by engaging your loyal Fans and get them to create buzzAlways provide a means for fans to Join your Mailing ListMaintain momentum with ongoing, scheduled email and social communications that lead back to your website, Facebook page, JMML page, archived email campaigns, etc.The more engaging the conversation the more likely their connections will engage
  • It can be tricky to add up the value of relationships. To begin, look at:Growth in your network, i.e.# of new fans, friends, connections, followersEmail List Growth, i.e., # of new subscribersEmail Campaign Click-Through, Open Rates# of mentions# of retweets# of reviews (postive and negative)# of customers who’ve utilized social promotions# of questions answered by your networkAggregate ratings scores SEO rankings…
  • The social industry continues to evolve more elegant ways to measure:1. Site Traffic2. Customer Interaction3. Sales4. Leads5. Search marketing6. Brand metrics7. PR8. Customer engagement9. Retention10. Profits
  • Social media marketing goals will often involve different overall strategies and social media channels. It is possible to market with the aim of achieving all the following benefits; they do complement each other and some results naturally arise when other goals are achieved (e.g. better brand awareness eventually brings links). The most common include:Increased Brand Awareness: Reputation ManagementImproved Search Engine RankingsIncreased Relevant Visitor TrafficIncreased Sales for a Product or Service
  • Section Break: Why Market Using Social Media?Creating a PresenceKick-Starting your Following and Building over TimeUsing Content that Inspires SharingMaking it a Part of Every DayDefining Social Media Marketing Success for Small Businesses
  • Transcript

    • 1. Social Media Marketing Cutting through the hype and getting to the value Gail Goodman, CEO Twitter: @Gail_Goodman #CTCTSocial Copyright © 2010 Constant Contact, Inc.
    • 2. Introduction to Constant Contact ■ Constant Contact helps small organizations grow their customer relationships using ■ Permission-based email marketing ■ Social media marketing ■ Event marketing ■ Online surveys ■ Over 372,000 email marketing customers ■ Easy, effective and affordable Copyright © 2010 Constant Contact, Inc. 3
    • 3. Large and Diverse Customer Base Over 372,000 Customers Number of Employees Customer Type (Approximate) (Approximate) 20% 20% 35% 40% 8% 7% 15% 40% 15% 1 10 to 24 Business to Business 2 to 4 70% Business to Consumer 25 to 49 Nonprofits and Associations 5 to 9 50 and up *Data is approximate, based on matching a percentage of our customers to a commercial database Copyright © 2010 Constant Contact, Inc. 4
    • 4. The Constant Contact Mission Statement We help small businesses and organizations grow customer relationships and succeed by delivering professional, easy-to-use services and coaching at a reasonable cost. Copyright © 2010 Constant Contact, Inc. 5
    • 5. Staying Connected to Customers ■ The value of Email Marketing ■ Drives repeat sales and customer referrals ■ Keeps you in front of your best audience – people who know you ■ The value of Social Media Marketing ■ Leverage the power of social networks to acquire new customers and drive repeat sales ■ Increased reach with endorsement ■ The value of Event Marketing ■ Drives increased event attendance ■ Saves time and money; simplify event hosting ■ The value of Survey ■ Understand your customers and members better ■ Makes communications more relevant and targeted Copyright © 2010 Constant Contact, Inc. 6
    • 6. Rapid, Consistent & Highly Visible Growth Monthly Revenue (2004 – Q1 2010) Note: monthly numbers unaudited Copyright © 2010 Constant Contact, Inc. 7
    • 7. The What and Why of Social Media Marketing Copyright © 2010 Constant Contact, Inc.
    • 8. Social Media Marketing is… ■ Building your social network fans, followers, and connections, using ■ Relevant and interesting content that allows you to ■ Reach and engage more people and ■ Drive more business. Copyright © 2010 Constant Contact, Inc. 9
    • 9. Why Not to Dismiss Social Media Today’s influencers have changed • It’s now you or me It’s Social Word-of-Mouth • It’s easy to share and forward messages • Reach more people, quickly • Positive endorsements help your brand • Negative feedback hurts your brand Fans and Followers can become brand ambassadors, endorsing YOU • Build long-lasting, positive buzz • Reach with endorsement Copyright © 2010 Constant Contact, Inc. 10
    • 10. Consumers are Using Opinions and Endorsements 51% of the U.S. sample of the survey had purchased a product based on an online recommendation, while 33% had recommended a product through a blog or an online review. Copyright © 2010 Constant Contact, Inc. 11
    • 11. Social Media Reaches All Audiences … Demographics have expanded ■ No longer just Millennials (1983-1995) ■ Baby Boomers & Matures fastest growth rate Social Media has influenced the purchase process ■ Created awareness of products and services Half of online adults now ■ Generated 3rd party belong to a social networks like Facebook and LinkedIn, a endorsements 46% growth rate year-over- ■ Resulted in product purchase year. –Interactive Marketing Accessible Innovation, Forrester Research Copyright © 2010 Constant Contact, Inc. 12
    • 12. … And All Industries Non-profits ■ 74% Non-profits maintain a presence on Facebook; Associations 55%.-Nonprofit Social Network Survey Report, 2009 Business to Business and Business to Consumer ■ 57% are using Social Networks; 60% of these are using Facebook ■ Goals: 51% for Branding; 30% for demand generation - BtoB Magazine 2009 Copyright © 2010 Constant Contact, Inc. 13
    • 13. Breathing Time Yoga – Integrated Campaign 14 Copyright © 2010 Constant Contact, Inc.
    • 14. A Quick Guide & Doing It Well - Best Practices for Social Media Marketing - Copyright © 2010 Constant Contact, Inc.
    • 15. Social Media Marketing Extends Your Reach You can grow your business using social word of mouth. You can build a targeted following that cares about your business (we will explain how shortly) You can get them to share your content and their point of view about your business or organization You can reach your customers’ combined networks using their influence and endorsement Copyright © 2010 Constant Contact, Inc. 16
    • 16. The Steps to Social Media Marketing Success Get started with the basics 1. Create a presence where your audience is (or more than one!) 2. Post starter content: populate your profiles 3. Monitor others like you, keywords, competitors, etc. and observe trends 4. Post more content that inspires sharing 5. Measure results: your networks’ growth Repeat steps 3-5 and continuously build your network Copyright © 2010 Constant Contact, Inc. 17
    • 17. Creating a Presence Look good! Be polished and professional Complete your business profile ■ Description ■ Contact information ■ Website URL ■ Join My Mailing List Brand your presence ■ Logo, pictures, background Add starter content Copyright © 2010 Constant Contact, Inc. 18
    • 18. Doing it Right: 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 media. Be broad and informal… and have fun! Copyright © 2010 Constant Contact, Inc. 19
    • 19. Starter Content Starter content can include: Information, tips, and practical advice Links to: ■ Archived Email Marketing newsletters ■ Polls and Surveys ■ Event Homepages and registration pages ■ Blogs (yours and others’) ■ Websites (yours, and others in your area of expertise) ■ Product or service reviews ■ Thought-provoking discussions that inspires debate and dialogue ■ Rich media: relevant videos, photos, podcasts Copyright © 2010 Constant Contact, Inc. 20
    • 20. Building Your Network Use a variety of ways: 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 Be creative and visible everywhere your customers are! 21 Copyright © 2010 Constant Contact, Inc.
    • 21. How Social Networks Grow Social networks build over time in many ways. For example: 1. You write content that gets shared; your followers’ followers notice and decide to follow you; 2. You follow people and they follow you back; 3. You retweet (RT) or repost others’ content; their followers notice and follow you; 4. Your customers comment (this is powerful!). Their networks notice and connect with you; 5. You participate in discussion groups, social networks, blogs, etc. and other people join the conversation and join your network… Copyright © 2010 Constant Contact, Inc. 22
    • 22. Be Active! Content and participation are the keys to building and engaging your network Methods of engagement include: ■ Write/Share quality, relevant content daily (you’ll find your customers’ rhythm!) ■ Retweet or repost the content of others ■ Engage in discussions that are relevant to your business ■ Comment, comment, comment! ■ Respond and reply (good and bad reviews and comments) ■ Cultivate a social style: use a unique voice ■ Post a variety of media types: text-based questions, photos, videos, online polls, links including visual thumbnail images, etc. Copyright © 2010 Constant Contact, Inc. 23
    • 23. Comprehensive Monitoring is Key Why is monitoring is essential? You can: ■ Save time and effort! ■ Jump on relevant discussions and topics ■ Respond in a timely way to opportunities ■ Repost interesting content ■ Find people and businesses to add to your network who may have content to “share-and-share-alike” ■ Respond appropriately to both positive and negative comments Copyright © 2010 Constant Contact, Inc. 24
    • 24. Monitoring: What should I monitor? Monitor the activity on all your social networks, including: Your Brand. Think about all its possible spellings / configurations For example: ■ Far And Away Bicycles, Far&Away, Bicycles, Bikes, etc. 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 network have LinkedIn profiles? Categories, topics, and keywords of your business. For example: ■ Pets, Dog Day Care, Cat, Dog, Petsitting, Animals, Rescue etc. The experts and influencers in your business Copyright © 2010 Constant Contact, Inc. 25
    • 25. Monitoring: How should I monitor? Monitoring Tools include: ■ NutshellMail: You receive a email digest of all network updates, at a time convenient to you ■ Google Alerts ■ RSS feeds (Readers) Twitter Aggregation Tools ■ Tweetdeck ■ HootSuite Copyright © 2010 Constant Contact, Inc. 26
    • 26. Example Monitoring Activity: The Whole Bead Company Join groups on LinkedIn Welcome new friends Tweet & Retweet timely news Copyright © 2010 Constant Contact, Inc. 27
    • 27. Content is King! Content is the feeder of social networks ■ The best content inspires sharing: a word of advice or one sentence goes a long way! ■ Original, personalized content is important (but you don’t need too much) ■ Less is more! Short content is best, one idea at a time. You can always share links to more… Copyright © 2010 Constant Contact, Inc. 28
    • 28. 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 they talk about it when out with friends? ■ Will they 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 and mission: use the 90/10 rule of thumb! Copyright © 2010 Constant Contact, Inc. 29
    • 29. Five Simple Ideas for Social Media Content Need inspiration for Facebook, Twitter and LinkedIn updates? 1. Share current and relevant information that leaves them wanting more 2. Share helpful hints and tips to build trust 3. Answer questions without selling 4. Have insight/opinions 5. Stay focused on keywords/SEO Always provide value. Copyright © 2010 Constant Contact, Inc. 30
    • 30. Social Media Content 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. Always provide value. Remember why your network is following you: be the expert. Copyright © 2010 Constant Contact, Inc. 31
    • 31. Reuse, Reuse, Reuse A little content can go a long way! 1. After an email, post a link to it on whatever social media site(s) you use. 2. Use your blog posts as content in your email newsletter. 3. Turn customer comments and questions (and your replies) on social media sites into newsletter content. Just ask for permission before doing so. 4. Repost comments and questions (and your replies) from one social media site on another. Copyright © 2010 Constant Contact, Inc. 32
    • 32. Reuse, Reuse, Reuse (cont.) 5. Find an interesting article that ran elsewhere? Share a link to it on your social media page, or in your newsletter. Make it even more compelling by sharing your quick thoughts on why you find it interesting. 6. Break your newsletter articles into separate tweets (i.e., separate out the “tips” into 140-character snippets). 7. Link to a specific page of your website that isn’t getting as much traffic as you’d like it to. Copyright © 2010 Constant Contact, Inc. 33
    • 33. Content Reuse: Focus HR Copyright © 2010 Constant Contact, Inc. 34
    • 34. Content that Spreads How to make your content viral Add interactivity ■ Share bar ■ Like button ■ Comments Ask your network to share ■ Start the dialogue ■ Ask Questions ■ Make open-ended statements that illicit opinions ■ Bring up controversial issues in your industry Use varied media types ■ A mixture of photos, videos, text-based comments, and links will hold audience interest Watch what engages your audience… every audience is different Copyright © 2010 Constant Contact, Inc. 35
    • 35. Do It Daily Do you need to spend a lot of time doing social media? Good 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 a week is more than most small businesses. ■ If you tweet too frequently; people might not think you are serious about your business. “76% of marketers are spending at least 4 hours each week on their social marketing efforts. Just starting out median weekly time is 1 hour; just a few months into it the median is 10 hours.” “After a few months with a few as 6 hours per week, half the marketers have generated qualified leads with social media marketing.” - Social Media Marketing Industry Report 2010 Copyright © 2010 Constant Contact, Inc. 36
    • 36. Converting your Network into Customers ■ Start by engaging your loyal Fans and get them to create buzz ■ Always provide a means for fans to Join your Mailing List ■ Maintain momentum with ongoing, scheduled email and social communications that lead back to your website, Facebook page, JMML page, archived email campaigns, etc. ■ The more engaging the conversation the more likely their connections will engage Copyright © 2010 Constant Contact, Inc. 37
    • 37. Measuring the Impact of Social Media What you can measure today…(You gotta have faith!) ■ Growth in your network, i.e. ■ Number of new fans, friends, connections, followers ■ Email List Growth, i.e., # of new subscribers ■ Email Campaign Click-Through, Open Rates ■ Number of mentions ■ Number of retweets ■ Number of reviews (positive and negative) ■ Number of customers who have utilized social promotions ■ Number of questions answered by your network ■ Aggregate ratings scores ■ SEO (Search Engine Optimization) rankings Copyright © 2010 Constant Contact, Inc. 38
    • 38. Measuring the Impact of Social Media What the industry is working on: 1. Site Traffic 2. Customer Interaction 3. Sales 4. Leads 5. Search marketing 6. Brand metrics 7. PR 8. Customer engagement 9. Retention 10. Profits Copyright © 2010 Constant Contact, Inc. 39
    • 39. Social Media Success for Small Business 73.8% of marketers who have been using social media for years reporting it has helped them close business. –Social Media Marketing Industry Report 2010 ■ B to B achieve “closing business” 51.3% ■ B to C achieve “closing business” 44.9% Measurement tools are still maturing ■ Do you measure the engagement of your online customers? 55% no; 45% yes ■ How do you measure engagement? ■ 62% Customer feedback scores, ■ Customer satisfaction scores, ■ Net Promoter scores- Forester Research Test to learn what works ■ Set up specific campaigns to track social media programs that drive to your website-Google analytics ■ How many have read your blog? ■ Watch how many clicking on the social media icons in your own emails ■ Encourage and track how many people are joining your list from social media ■ Monitor Twitter for mentions and Retweets; Reward those persuaders Focus on social media that gets you results. Copyright © 2010 Constant Contact, Inc. 40
    • 40. Summary The time to get started is now! 1. Set up your presence(s) 2. Populate with some starter content 3. Practice monitoring 4. Begin building your social network! 5. Participate with content, comments and responses Your “Constant” Social Hashtag #ctctsocial Copyright © 2010 Constant Contact, Inc. 41
    • 41. Constant Contact is Your Partner for Social Media Marketing Copyright © 2010 Constant Contact, Inc.
    • 42. Constant Contact and Social Media Marketing What Are We Doing? Best Practices Integrate Social Media in Tools for & Education Email Marketing Social Media Marketing • Website • Share campaigns and • Monitoring with content across networks NutshellMail today • Webinars • Build lists, fans and • …and an integrated • Seminars followers everywhere Social Media Marketing suite tomorrow • Blog • Cross-promote channels everywhere • #CTCTSocial Copyright © 2010 Constant Contact, Inc. 43
    • 43. Best Practices & Education  Website  Webinars  Guides  Live Seminars  Podcasts  Constant Commentary Blog  Facebook.com/ConstantContact  Twitter.com/ConstantContact (Official Hashtag #CTCTSocial) Copyright © 2010 Constant Contact, Inc. 44
    • 44. Ready… set… SOCIAL! We’ve ramped up our development of social features. Let’s take a look! Copyright © 2010 Constant Contact, Inc.
    • 45. First Feature: Fall 2009 “Share” button for archived emails Copyright © 2010 Constant Contact, Inc. 46
    • 46. Tweet this… Spring 2010 Tweet this Event, Survey, & Poll Copyright © 2010 Constant Contact, Inc. 47
    • 47. Add your follow buttons! Copyright © 2010 Constant Contact, Inc. 48
    • 48. Ask people to join your list on social networks Copyright © 2010 Constant Contact, Inc. 49
    • 49. July 19, 2010 Our biggest social media release… and we’re keeping those features coming! Copyright © 2010 Constant Contact, Inc.
    • 50. Your Events Go Viral Copyright © 2010 Constant Contact, Inc. 51
    • 51. Auto-Tweet those emails! Copyright © 2010 Constant Contact, Inc. 52
    • 52. Keep on sharing… Copyright © 2010 Constant Contact, Inc. 53
    • 53. Your newsletters go viral! Automatically added to all emails that you choose to Tweet and Share Copyright © 2010 Constant Contact, Inc. 54
    • 54. Tools for Social Media Marketing  Monitoring with NutshellMail today  Integrated Social Media Marketing Suite tomorrow Copyright © 2010 Constant Contact, Inc. 55
    • 55. So what’s next? You’re going to love our next set of updates… ■ More share options to include in your emails (Like button, share links) ■ Reports! ■ Share on multiple accounts with one click ■ Support for Facebook Pages Copyright © 2010 Constant Contact, Inc. 56
    • 56. What should you do now? Learn more about using 1 Get your clients/members Start listening to your passionate customers 2 email marketing and social media together 3 using our great social media features Today Next 60 days Near future ■ Sign up for a free ■ Look for free seminars ■ More share options to NutshellMail account at and webinars in your include in your emails www.nutshellmail.com community and online to (Like button, share links) learn more about how to ■ Use email newsletters to ■ Reports! use email marketing and encourage your social media marketing ■ Share on multiple passionate customers to together accounts with one click talk about you on Facebook and Twitter ■ Constant Contact will ■ Support for Facebook continue teaching small Pages ■ Enable the discussions businesses how to save with your “superfans” time with email marketing and social media ■ Visit the free Constant Contact social media page www.constantcontact.com /socialmedia Copyright © 2010 Constant Contact, Inc. 57
    • 57. Questions? Copyright © 2010 Constant Contact, Inc.