Create a Quick and Easy Marketing PlanUsing Email and Social MediaJill Bastian, Training and Education VerticalResponse@ji...
Agenda1. Content – What to publish toTwitter, Facebook, Blogs and emailcampaigns2. Increase your reach with Twitter &Faceb...
1. Content
Content – Use What You Have• Employee Stories• Holidays• Photos and Videos• Guides, whitepapers or notes• Outside content•...
Make a Content List – Winery Example• Stories• Kristen spent 3 hours on the wine press,Johnny is working the tasting roomt...
Your Blog – The Center of Your ContentBlogs areever-changingyour websiteisn’tReceptacle ofall thingscontentReap SEOBenefit...
Retailerwebsitemight addnew productsNewproductsalwayspromotingReap SEOBenefitsCrosspromoteTwitterFacebookEmailsRetail Exam...
Create a CalendarEmailnewsletterFood Fest. Dinner invitePix of FoodFestivalDinnerreminderWine Wed.Disc. 20%Zin.Wine Wed.Di...
2. Increase Your Twitter & FacebookReach
Get More Reach• Reach = number of people that have the opportunity tobe exposed to your message• Got great content? Get it...
Infographic from mashable.com
Facebook – A Story for the Naysayers• Sierra postedSwizzle• Janine clicked andwent to the SPCAsite• Saw Dwight, fell inlov...
Still Not Convinced?
Encourage Engagement With Content• Ask questions• Update with blog posts, events, companynews, industry news, videos & pho...
Encourage Engagement With Content
Encourage Engagement With Content
Encourage Engagement – Not all about business!
• Do somethingnice for everyLike• Planting a treefor every Like• Cause relatedmarketing works!Encourage Engagement With a ...
Chandon isgiving away freetreats toencourage Likesand word ofmouth!Encourage Engagement With a Giveaway
Facebook Likes Ad Campaign - Example
• Can be shown to anyone• Can bring people to aPage, post, tab, or externalurl• Gets shown on the righthand side with the ...
• Target – Wineinterests• US – sincethey ship to theUS and wantqualified Likes• Chose the url for theFacebook Page sincewe...
• It costs .32 cost per click on the ad• We spent 34.56 for 108 clicks and 152 likes• Campaign lasted just one week• It co...
• Campaign startedMay 21st• Stopped campaignMay 27th• Organic reach kept ahigher average thanbefore the campaignFacebook L...
Twitter Engagement• Email marketing campaigns via the Social Sharing feature• Blog posts, company news, contests & sales• ...
• Solo emailencouraginga follow• Bonus offersand flashdiscounts!Twitter Engagement – Get the follow
Twitter Engagement – Posting Content
Twitter Engagement – Posting Content
Twitter Engagement – Posting Content
Universal Social Media Content & Engagement• Be consistent!• Users constantly consume so content gets stale quickly• Liste...
3. Email & Social
Email & Social Go together• Businesses that use email &social get a 28% higher openrate than those who don’t• You need to ...
Blogs• Blogs + email marketing =great way to exchangecontent• Add an opt-in formto your blog• Use blog posts fornewsletter...
Get That Email Address!• Ask Facebook followers fortheir email address.• Have a welcome app on yourFacebook page with a fo...
Email & Social Go together• Post your email to your Facebook &Twitter feeds.• Include "like us on FB, and follow uson Twit...
4. Analyze That!
Facebook Reach – Google Analytics• Businesses who collectively do all of this getbetter response rates.• Our study• Email ...
Blog visitors – Google Analytics• Measure whatpeople like toclick on• Measure howmany peopleleave and go toyour site.
Facebook Insights
Twitter Counter
Twitter - Tweetdeck
Wrap Up
• Use what you’ve got• In every communication think about increasing yourreach with all of your channels• Make sure you’re...
Cool Tools To Use• VerticalResponse• Email Marketing, Social Media Marketing, eventmarketing and online surveys.• Tweetdec...
This Powerpoint is Available!View this Powerpoint using Slideshare!http://www.slideshare.net/VerticalResponse
VerticalResponse Tools & Resources• How to Do Everything• http://help.verticalresponse.com• Free Marketing Guideshttps://w...
Q & A
San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media
San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media
San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media
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San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media

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As a busy small business, social media is probably just one more thing to add to your already exhaustive list of things to do and understand. We're here to say social media isn't really that hard – really! And if you're already sending email marketing campaigns to your customers, it's even easier.

Join VerticalResponse as we break down social media and email marketing into actionable strategies and tactics that nearly any small business, regardless of your level of marketing or tech knowledge, can implement immediately. You'll come away with four easy ways to leverage the power of your email marketing and social media efforts, and get the most out of your time.

Topics include how to:
• Use the content you already have
• Increase your reach with Twitter and Facebook
• Build email, Twitter and Facebook lists through cross-promotion
• Determine which metrics matter for your business
• Use free/low-cost tools to measure engagement/growth

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  • Thanks for coming to America Means BusinessWe thank Michael for hosting this amazing event and maybe more in the future to come!Take a moment to Tweet or post to Facebook that you’re at America Means Business listening to @janinepopick!
  • 4 Ways to Utilize the Power of Social Media
  • Content marketing in the past 5 years has really taken off especially since social media has taken such a place in the world of marketing for businesses. So let’s talk about what content you should be thinking about and where to post the content.
  • People don’t know what to postYou’ve got a ton of content already to tell the worldMore and more people who want to do business with you also want to interact wit youEmployee StoriesHolidaysPhotos and VideosGuides, whitepapers or notesOutside contentQuestionsGreat offersEvents
  • I’m gonna use a winery as an example.
  • Now that you’ve got your list of stuff to post where do you go first? We think blogs are a great destination. Why?You want people to see “new” things. When was the last time you changed the content of your website unless of course you’re putting new products onto it?You have a webpage you can put your information on and link to from other outlets.Google really likes blogs for search engine optimizationYou always need to be cross promoting. Petcamp was doing a “name our mascot” promotion on Facebook. They talked about it on their blog where you can see they have “follow me” links and an email subscribe field. They Tweeted about it on Twitter. They promoted it on Facebook. They promoted it in their email campaigns and included follow me links. It’s a great approach to cross promote using all of your channels sending people to the blog.
  • Here’s an example of Cross promotion with a retailer that might not have a blog.
  • I’m a visual person, so I decided to take this winery example one step further and put it to a calendar. What you need to remember is yellow is email marketing, blue is what you’d do to Social networks, and green is what you’ll blog.
  • We covered Content, now we’re going to cover how to increase your Facebook and Twitter reach.
  • What is reach? Reach = number of people that have the opportunity to be exposed to your message. Not the number who clicked or saw it. The bigger the number the better, so increase fans and likes. Great content needs to be in front of the most people it canIncrease engagement – what is engagement? When someone answers a q, RT’s your Tweet, Comments on your post, Likes your post, shares your post.
  • Sierra posted SwizzleI know she didn’t want a dogI clicked and went to the siteSaw DwightFell in loveIM’d my husbandDwight was ours in 48 hoursTrusted her friends interest and read the strory
  • How do you get more engagementQuestions: People love to answer questions and they love to comment on photos and videos.If you see a follower who is a customer post to their feed, you’ll get in front of all of their friends with your comment.
  • Pedros Cantina has a community of baseball players being that they’re in front of the Giants ballpark. Omaha Steaks great content for free gift cards.They got over 100 likes. That’s 100 people who got Omaha’s message in front of potential buyers.Mavericks surf is a huge surf contest. They posted this photo of opening ceremonies and got 130 likes and 27 comments.
  • All VA did was put up an amazing offer and they got 308 likes and 24 comments. Anyone like madmen? Fav line from this weeks episode 1700 people that liked and commentedChandon had a timely post supporting Tennis since we’re in the heart of the season. In no time they got almost 600 likes.
  • This is funny. This is my companies posts about nothing related to business and we got a ton of activity on them. Just goes to show you that people want to interact with your business on all levels.
  • This company is planting a tree for every new Facebook Fan they get.
  • How about a cool giveaway?Essie is giving away 1000 free nail polish bottles.
  • I’m going to talk to you about a very small small test on how I went about doing a Facebook Ads like campaign and doubled the number of likes to this business in one week. Had 120 likes, and they were happy about that. In one week up to 289An extra 100 who interact, and 1000s who are exposed to their posts
  • Can be shown to anyoneCan bring people to a Page, post, tab, or external urlGets shown on the right hand side with the other adsCan be customized with copy and image
  • These are highly qualified people based on the targets we chose and a very large audience of over 4.3 million people for this to be seen to.
  • These are highly qualified people based on the targets we chose.Out of the 4.3 million people this could have been seen by, the reach was only 21000. There are a ton more eyeballs to get this ad in front of to increase the Likes.
  • Campaign started May 21stStopped campaign May 27thOrganic reach kept a higher average than before the campaign
  • Email marketing campaigns via the Social Sharing featureBlog posts, company news, contests & salesMedia that you consume as wellIndustry trends and studies Relevant blog posts and articles Follow people and brands you like for good content, and retweet them (Food & Wine example)Thank people for mentioning your brand & RT positive mentions! Thank followers when they RT youPeople love to be acknowledgedCool Tools to monitor: VerticalResponse Social, TweetDeck, Hootsuite, Sprout Social.
  • Solo email encouraging a followBonus offers and flash discounts!
  • Great example of being informational with tips for kennel cough and Wholesale Pet creating a campaign around a fictional holiday
  • Quotes and questions
  • Hashtags and pics
  • At VR the most engagement we get is from wacky pictures we post.
  • I chose this graphic because it embodies two great things that really go well together. We talked about what content to use, and how to use that content for Facebook and Twitter, now we’re going to talk about how to cross promote in order to get more from all of your channels.
  • Businesses that use email & social get a 28% higher open rate than those who don’tYou need to be everywhere your prospects and customers are (talk to someone who doesn’t see an email but sees a FB post)Your customers are your best source of marketing – Talk to vr’s pull down menu and the number one answer for “how did you hear from us” was “friend”Your customer’s friends are probably a lot like them so they are the perfect prospects to be in front of.Build your email, Facebook and Twitter lists by through cross promotion.
  • This is an example of our own email newsletter where we have an entire section that sends people to the blog. This drives a lot of traffic to our blog and our email recipients both customers and prospects are exposed to our company.
  • Ask Facebook followers for their email address. These are templates of a “welcome app” you can have on your FB page to collect email addresses. The top one VerticalResponse can do for you. The bottom one is from Moosejaw again and they do a really good job of making it prominent just like the “Like Us” campaign.Have a welcome app on your Facebook page with a form asking for their email address.Tweet “sign up to receive “email only” offers – then link to an opt-in form
  • Post email to your facebook feed, now Shari here just got the web page version of her email in front of her 500 friends that might not have seen it. If they “like” it it would now be in front of their friends too.Include those social media buttons in your emails. This way if your email recipient doesn’t check their email that day and they follow you, they’ll see your email when you post it.Send a solo email to your email list telling them you’re on Facebook or Twitter. Give them a special deal if they like you.Bottom line is that have a greater chance of getting your messages in front of your recipients in one place or another. 
  • So we’re on our 4th way to utilize the power of social media and what it does for your business.
  • Back in February we used social media for a Teen Tycoon contest we did where we had teens post videos of their business and submit to Facebook. You can see when we got submissions and press when the winner was announced in March.From FB to our website
  • Measure what people are clicking on and write more blog posts like thoseMeasure how many people go directly to your site from your blogHere you can see that about 1% of our blog traffic leaves our blog and goes directly to our site.Bottom is blog visitors going to VR
  • Facebook Insights is available for your Page if you’ve got more than 30 Likes.Left – how many sharesRight – paid visitsOrganic visits – they see you on FB or hear about youPage viewsIt will show you your Reach in a number of ways, Organic, Paid and viral, as well as your unique visitors and your Likes.It’s a nice free tool for you to keep your eye on how things are working.
  • Twitter counter is a free tool that enables you to see your follower growth over time.
  • Tweetdeck is a great free tool for monitoring what people are saying about you, your business, and anything you want to track.
  • This is available on our website right now for you to download.
  • Also as a wrap-up we want to remind you of all the resources we have available to you.Our websiteOur new Getting Started Kit- Guides, recorded webinars, and moreOur Email Checklist- downloadSign up for our Marketing NewsletterRead the Blog
  • San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media

    1. 1. Create a Quick and Easy Marketing PlanUsing Email and Social MediaJill Bastian, Training and Education VerticalResponse@jillieb3@VR4SmallBizFacebook.com/VerticalResponse
    2. 2. Agenda1. Content – What to publish toTwitter, Facebook, Blogs and emailcampaigns2. Increase your reach with Twitter &Facebook3. Email & Social – How they need to interactto get you more biz4. Analyze – Reports to check out
    3. 3. 1. Content
    4. 4. Content – Use What You Have• Employee Stories• Holidays• Photos and Videos• Guides, whitepapers or notes• Outside content• Questions• Great offers• Events
    5. 5. Make a Content List – Winery Example• Stories• Kristen spent 3 hours on the wine press,Johnny is working the tasting roomtoday, why the winemaker wanted toblend, document the process and whatyou’re doing today• Photos - Videos• Vineyards, wine dinners, winemaking,dogs, new labels, winery owner family,awards, food festival you’re at, bottleshots• Press or Award you won• Award, acceptance, press release, pressmentions• Events• Wine dinner invites, food festivalannouncements• Outside content• Neighboring wineries announcements,article on varietals, article on healthbenefits of wine, food pairing recipes,food pairing articles, food in season• Questions & Polls• What would you like to see at the nextdinner? Do you like our new label?What varietal is your favorite? Whattype of wine are you and why?• Great offers• Facebook, Twitter, email-onlydiscounts on wine & merchandise,wine club offers
    6. 6. Your Blog – The Center of Your ContentBlogs areever-changingyour websiteisn’tReceptacle ofall thingscontentReap SEOBenefitsCrosspromoteTwitterFacebookEmails
    7. 7. Retailerwebsitemight addnew productsNewproductsalwayspromotingReap SEOBenefitsCrosspromoteTwitterFacebookEmailsRetail Example
    8. 8. Create a CalendarEmailnewsletterFood Fest. Dinner invitePix of FoodFestivalDinnerreminderWine Wed.Disc. 20%Zin.Wine Wed.Disc. 15%ChardWine Wed.Disc. 10%Wine Club.Wine Wed.Disc. FreeShipping.Wine Wed.Disc. 20%Cab.Photo: GusMeet Gus,winery dog.FoodFestival Sat.newsletterEmailnewsletternewsletterEmailnewsletternewsletterTastingnotes fromwmakerDinnerreminderDinner PixWinemakerDinner pix &pre-releasesale.Porkshoulderrecipe – Zinpair – 20%How do youlike our newlabel?Like label?Parker ScoreParker ScoreParker ScoreJohnny attastingroom!Kara at TR& Dinner PixDoug attastingroom!Sarah attastingroom, tasteParker-ratedZinWine Clubready toshipRT: Food &Wine - zinroundupRT: Food &Wine healthbenefits ofwineFood Fest.WineDinnerRT: Food &Wine Naparated #1destinationRT: Food &Wine ParkerScores areout.PressingTime! Pix.DinnerinviteEmailsSocial NetworksBlog
    9. 9. 2. Increase Your Twitter & FacebookReach
    10. 10. Get More Reach• Reach = number of people that have the opportunity tobe exposed to your message• Got great content? Get it in front of qualified people• Build your list of Facebook Fans and Twitter followers• Increase “engagement”• Someone answers a question• RT’s your Tweet• Comments on your post• Likes your post or your Page
    11. 11. Infographic from mashable.com
    12. 12. Facebook – A Story for the Naysayers• Sierra postedSwizzle• Janine clicked andwent to the SPCAsite• Saw Dwight, fell inlove• Dwight was home in48 hours
    13. 13. Still Not Convinced?
    14. 14. Encourage Engagement With Content• Ask questions• Update with blog posts, events, companynews, industry news, videos & photos• Post to your customers’ pages• Include calls to action whenever possible• Contests, discounts, eventsCool tools for monitoring Facebook engagement:VerticalResponse Social, Sprout Social, Radian6
    15. 15. Encourage Engagement With Content
    16. 16. Encourage Engagement With Content
    17. 17. Encourage Engagement – Not all about business!
    18. 18. • Do somethingnice for everyLike• Planting a treefor every Like• Cause relatedmarketing works!Encourage Engagement With a Cause
    19. 19. Chandon isgiving away freetreats toencourage Likesand word ofmouth!Encourage Engagement With a Giveaway
    20. 20. Facebook Likes Ad Campaign - Example
    21. 21. • Can be shown to anyone• Can bring people to aPage, post, tab, or externalurl• Gets shown on the righthand side with the otherads• Can be customized withcopy and imageFacebook Likes Ad Campaign - Example
    22. 22. • Target – Wineinterests• US – sincethey ship to theUS and wantqualified Likes• Chose the url for theFacebook Page sincewe went for Likes• Set lifetime budgetfor $100Facebook Likes Ad Campaign - Example
    23. 23. • It costs .32 cost per click on the ad• We spent 34.56 for 108 clicks and 152 likes• Campaign lasted just one week• It cost .23/like for this particular campaign!Facebook Likes Ad Campaign - Example
    24. 24. • Campaign startedMay 21st• Stopped campaignMay 27th• Organic reach kept ahigher average thanbefore the campaignFacebook Likes Ad Campaign - Example
    25. 25. Twitter Engagement• Email marketing campaigns via the Social Sharing feature• Blog posts, company news, contests & sales• Media that you consume as well• Industry trends and studies• Relevant blog posts and articles• Follow and RT brands you like (Food & Wine example)• Thank people for mentioning your brand & RT positive mentions!• Thank followers when they RT you• People love to be acknowledgedCool Tools to monitor Twitter engagement: VerticalResponseSocial, TweetDeck, Hootsuite, Sprout Social, Radian6.
    26. 26. • Solo emailencouraginga follow• Bonus offersand flashdiscounts!Twitter Engagement – Get the follow
    27. 27. Twitter Engagement – Posting Content
    28. 28. Twitter Engagement – Posting Content
    29. 29. Twitter Engagement – Posting Content
    30. 30. Universal Social Media Content & Engagement• Be consistent!• Users constantly consume so content gets stale quickly• Listen, respond, and converse• Don’t be afraid to take it offline• Moderate as little as possible• Customers value transparency and the ability to leave feedback• By publicly (and gracefully!) handling feedback, you gain more thanyou lose• Make sharing easy• Share Buttons for your website, blog & emails• Content can’t be all about you• Tap into your audience’s interests
    31. 31. 3. Email & Social
    32. 32. Email & Social Go together• Businesses that use email &social get a 28% higher openrate than those who don’t• You need to be everywhere yourprospects and customers are• Your customers are your bestsource of marketing• Your customers’ friends are probably a lot like them
    33. 33. Blogs• Blogs + email marketing =great way to exchangecontent• Add an opt-in formto your blog• Use blog posts fornewsletter content• Use email to help build astrong following for yourblog
    34. 34. Get That Email Address!• Ask Facebook followers fortheir email address.• Have a welcome app on yourFacebook page with a formasking for their email address.• Tweet “sign up to receive“email only” offers – thenlink to an opt-in form
    35. 35. Email & Social Go together• Post your email to your Facebook &Twitter feeds.• Include "like us on FB, and follow uson Twitter” buttons in your emailsMost ESPs provide you the ability todo this.• Send a solo email asking recipientsto follow you on social networks
    36. 36. 4. Analyze That!
    37. 37. Facebook Reach – Google Analytics• Businesses who collectively do all of this getbetter response rates.• Our study• Email open & click rates - share ratesTeen Tycoon contest
    38. 38. Blog visitors – Google Analytics• Measure whatpeople like toclick on• Measure howmany peopleleave and go toyour site.
    39. 39. Facebook Insights
    40. 40. Twitter Counter
    41. 41. Twitter - Tweetdeck
    42. 42. Wrap Up
    43. 43. • Use what you’ve got• In every communication think about increasing yourreach with all of your channels• Make sure you’re thinking about social when you’remanaging your email and vice versa• Peek at your reporting every now and then to learnfrom what you’re doing.Remember to engage!
    44. 44. Cool Tools To Use• VerticalResponse• Email Marketing, Social Media Marketing, eventmarketing and online surveys.• Tweetdeck, Hootsuite, Klout, Sprout Social• Social Media Monitoring• Facebook Insights• Tracks Facebook Reach, Likes and people talkingabout you• Google Analytics• Wordpress, Tumblr, Blogger - Blogs
    45. 45. This Powerpoint is Available!View this Powerpoint using Slideshare!http://www.slideshare.net/VerticalResponse
    46. 46. VerticalResponse Tools & Resources• How to Do Everything• http://help.verticalresponse.com• Free Marketing Guideshttps://www.verticalresponse.com/marketing-resourcesIntegrating Social Media & Email ChecklistGet Social and Get Results• Recorded Webinars:• https://www.verticalresponse.com/marketing-resources• Twitter For Your BusinessFacebook For Your BusinessLinkedIn For Your Business
    47. 47. Q & A

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