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Social Media Marketing for SMBs - BDI 12/15/10 B2B Social Communications Leadership Forum
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Social Media Marketing for SMBs - BDI 12/15/10 B2B Social Communications Leadership Forum

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Presentation by: Wendi Caplan-Carroll, Regional Development Director, Constant Contact …

Presentation by: Wendi Caplan-Carroll, Regional Development Director, Constant Contact

www.bdionline.com

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  • 1. Social Media Marketing for SMBs
  • 2. Introduction Wendi Caplan-Carroll Regional Development Director-NY Metro Constant Contact Email:wcaplancarroll@constantcontact.com Blog: http://blogs.constantcontact.com/ facebook.com/WccConstantContact @wendicc Linkedin.in.wendicaplancarroll
  • 3. Waving the Banner for Social Media
  • 4. But What About The Rest Of Us?
  • 5. Social Media is the New Word of Mouth Source: Neilson Global Trust in Advertising Survey, 2007 5
  • 6. People Typically Fall Into Five Buckets Raving Customers Prospects Suspects Disinterested Fans & Members Copyright © 2010 Constant Contact, Inc. 6
  • 7. Apply New Tools To The Cycle SuspectStart with your passionate customers and interesting content Fan Prospect Social Media Email Marketing Marketing Customer
  • 8. Help me! Concerns. You are not alone.I don’t have the time!It’s just for kids!I don’t know what to say!How do I build my following?I can’t handle all of this!I’m not a writer!Where do I start?Do I really have to be doing this?Is this really worth my time?How much is this really going to cost me?Am I making money from this? Copyright © 2010 Constant Contact, Inc. 8
  • 9. 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 important things to say! Copyright © 2010 Constant Contact, Inc. 9
  • 10. Social Media Marketing Is…Building your social networkof fans, followers, and connections,usingRelevant and interesting contentthat is shared, allowing you toReach and engage more peopleandDrive more business.
  • 11. Set Reasonable Goals and Expectations Leverage your excellent customer experience for Social Media success Drive engagement (action) Encourage repeat business Encourage referrals Get online endorsements Reach new customers through online, word-of-mouth marketing Copyright © 2010 Constant Contact, Inc. 11
  • 12. Be Where Your Customers Are Social Content Reviews & Location-Based Social Networks Sharing Ratings Sites Services Bookmarking The sites that your customers and members are using The sites that your partners & suppliers are using The sites that your competitors are using Copyright © 2010 Constant Contact, Inc. 12
  • 13. Discover Preferred Channels Your Contacts Want To Add social icons to email Keep In Touch, but on campaigns to define your their terms audience’s preferred channelscopyright © 2010 Constant Contact, Inc. 13
  • 14. Building Your NetworkUse a variety of ways to expandyour network:1. Send an invitation to your email list2. 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 window4. Add a message to your voicemail5. Include a note on point-of-sale receipts and house coupons Copyright © 2010 Constant Contact, Inc. 14
  • 15. Kick-start Growth: Use Your Email ListAnnounce your new presencein your newsletter with a clearCall-to-ActionInclude standard links in everyemail so subscribers can shareyour contentInclude social media sign upicons in every email so subscriberscan join you on your social sites Copyright © 2010 Constant Contact, Inc. 15
  • 16. Look ProfessionalComplete your businessprofile Description Contact information Website URL Join My Mailing ListBrand your presence Logo, pictures, backgroundAdd starter content Copyright © 2010 Constant Contact, Inc. 16
  • 17. Focus your PresenceMake your social presence a reflectionof 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 social media. Be broad and informal…and have fun! Copyright © 2010 Constant Contact, Inc. 17
  • 18. Starter Content Information, tips, and practical advice Questions asked by your customers 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 dialogue – Relevant videos, photos, podcasts Copyright © 2010 Constant Contact, Inc. 18
  • 19. Content Reuse: Focus HR Copyright © 2010 Constant Contact, Inc. 19
  • 20. Engagement Starts with You!Start Conversations, Say Thank You 20
  • 21. Make Online ConversationsPart of Your Presence Invite direction and feedback, and really LISTEN 21
  • 22. Measuring the Impact of Social MediaTo begin, look at: What is being said about you? Are you seen as an expert? How well are you engaging with existing experts? Are you reaching new customers en masse? How are you reaching specific customers? Get creative! Copyright © 2010 Constant Contact, Inc. 22
  • 23. Doing it Well: Lessons from theReal World of SMB’s Copyright © 2010 Constant Contact, Inc. 23
  • 24. DingoDingo had 330 Likes onFacebook & 8,934 EmailsubscribersThey wanted to get to5,000 Likes & add moreemail SubscribersDingo decided to launchtheir own “Groupon”Campaign
  • 25. DingoDingo sent an EmailCampaign to 8,934subscribers
  • 26. DingoDingo sent an EmailCampaign to 8,934subscribersDingo shared the offer onFacebook and Twitter
  • 27. DingoDingo sent an EmailCampaign to 8,934subscribersDingo shared the offer onFacebook and TwitterDingo had its fans jointheir email list throughthe CTCT Facebook App
  • 28. DingoDingo sent an EmailCampaign to 8,934subscribersDingo shared the offer onFacebook and TwitterDingo had its fans jointheir email list throughthe CTCT Facebook AppDingo kept their fans upto date on their progress
  • 29. DingoDingo sent an EmailCampaign to 8,934subscribersDingo shared the offer onFacebook and TwitterDingo had its fans jointheir email list throughthe CTCT Facebook AppDingo kept their fans upto date on their progressDingo’s fans shared theircampaign through socialnetworks and on theirown Blogs
  • 30. Dingo Dingo now has 6,329 Likes and 14,140 Subscribers It took them 3 days!
  • 31. Dingo: It’s all about building Community
  • 32. Dingo: The Important Results Monthly Sales Grew 22% New Customers Account for 45% of that Growth85% of new customers have continued to buy Dingo products
  • 33. Glamour NailsGalmour Nails is a nail salon and spalocated in Austin TX Say “I Love Dom” to get 20% of your next manicureDom, the owner, just started withsocial media marketingDom wanted to know which channelis most effective Say “I Love Glamour Nails” to get 20% of your next manicureDom targeted his customers throughFacebook, Twitter & Email withdifferent messagesDom used a low-tech way to findsome very valuable data Say “I Love Getting My Nails Done” to get 20% of your next manicure
  • 34. Glamour Nails Your Customers Want Choices Find Out Where They Are Email Facebook Twitter
  • 35. Measuring Social Email CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
  • 36. The SwineryThe Swinery is a butchershop in SeattleThey sent an emailnewsletter to 3,765subscribersReceived 816 opens(22%)But it was Viewed anadditional 485 times &Liked by 181 readersRepresents a 60%increase in reach
  • 37. Make It Easy On Yourself:Use the Tools Copyright © 2010 Constant Contact, Inc. 37
  • 38. We need to Listen If a Conversation Takes Place Online & You’re Not There to Hear It, Did It Really Happen? 38
  • 39. Problems with Monitoring Social Media 39
  • 40. NutshellMail Keeps You Connected We Make It Simple To Be Social It’s Free! www.NutshellMail.com 40
  • 41. NutshellMail is Your Personal Assistant 41
  • 42. NutshellMail Delivers On Your Schedule Copyright © 2010 Constant Contact, Inc. 42
  • 43. Directly To Your Email Inbox 43
  • 44. Q&A Wendi Caplan-Carroll Email: wcaplancarroll@constantcontact.com Website: newyorkmetro.constantcontact.com Facebook/wccconstantcontact @wendicc http://www.linkedin.com/in/wendicaplancarroll