This document discusses how small businesses can use social media marketing to drive real business results. It begins by introducing the small business owner who wears many hats and has limited time and technical skills. It then shows that over 50% of small businesses find social media and Facebook to be important marketing tools. The document emphasizes that social media allows businesses to engage customers and build relationships at each stage to turn them into loyal fans. It provides examples of how businesses have successfully used email marketing together with social media on Facebook, Twitter, and blogs to boost website traffic, email subscribers, and sales.

1. Social Media Marketing for SMBs
Driving Real Business Results

2. Introduction
Mark Schmulen
General Manager of Social Media
Constant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@nutshellmail
linkedin.com/mschmulen

3. Waving the Banner for Social Media

4. But What About The Rest Of Us?

5. Meet the Small Business Owner
■ She has less than 20
employees
■ She wears many hats
■ She is time constrained
■ She is not a techie
■ She accounts for 78% of all
U.S. businesses

6. U.S. Small Businesses find Social Media
to be important Tools for Marketing
Important Tools for Marketing My Business
n=4,459, U.S. Small Businesses
Website 92%
Email marketing 88%
In person
Event Marketing
64% Find Social Media
51%
Facebook 51%
Tool Important
Online advertising 44%
Direct mail 41% 51% Facebook
Telephone 40%
Blogs 29%
29% Blogs
LinkedIn 27% 27% LinkedIn
Twitter 26% 26% Twitter
Online surveys 20%
YouTube
16% YouTube
16%
Other 10%
5% MeetUp
Meetup 5% 4% MySpace
MySpace 0 4%
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Source: 2010 Small Business Attitudes & Outlook Survey , Feb-Apr; 29% sole proprietor, 62%1 to 25 employees, 9% over 25 employees
Copyright © 2010 Constant Contact, Inc. 6

7. Why do we “market”?
We Want More…
More!  Customers
 Clients
 Volunteers
 Donors / Members
 Brand Awareness
 Sales
 Website Traffic
 Time in the day!

8. New tools have changed the game.
Traditional Marketing Interactive Marketing
Find Find
Businesses focus
on acquisition
Revenue and profit
Convert Convert are generated by
repeat customers
Keep Keep

9. The Relationship Cycle Has NOT Changed.
Customer
Grow
Engagement
Cycle
Engage

10. People Typically Fall Into 5 Buckets
Disinterested Suspects Prospects Customers Raving
& Members Fans

11. Apply New Tools To The Cycle
Suspect
Start with your passionate
customers and
interesting content
Fan Prospect
Social Media Email
Marketing Marketing
Customer

12. Social Media is the New Word of Mouth
Source: Neilson Global Trust
in Advertising Survey, 2007
12

13. Social Media Endorsements
Lead to Purchase
51% of the U.S. sample
of the survey had
purchased a product
based on an online
recommendation.
Copyright © 2010 Constant Contact, Inc. 13

14. Social Media Marketing is…
Building your social network
of 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. 14

15. Email & Social Media Go Hand-In-Hand
Email Marketing Social Media Marketing
 Permission Based  Two-way Dialog
 Personal, Relevant, Anticipated  Humanize the Brand
 Rise Above the Noise  Facilitates Word of Mouth
Together, they help you to build to deep relationships
with your customers and to reach new audiences

16. Doing it Well: Lessons from the
Real World of SMB’s
 Leverage all Channels
 Your Customers Want Choices
 Email is The Hub
 Email & Social Go Hand-in-Hand
Copyright © 2010 Constant Contact, Inc. 16

17. Dingo
Dingo had 330 Likes on
Facebook & 8,934 Email
subscribers
They wanted to get to
5,000 Likes & add more
email Subscribers
Dingo decided to launch
their own “Groupon”
Campaign

18. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers

19. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter

20. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
Dingo had its fans join
their email list through
the CTCT Facebook App

21. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
Dingo had its fans join
their email list through
the CTCT Facebook App
Dingo kept their fans up
to date on their progress

22. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter
Dingo had its fans join
their email list through
the CTCT Facebook App
Dingo kept their fans up
to date on their progress
Dingo’s fans shared their
campaign through social
networks and on their
own Blogs

23. Dingo
Dingo now has 6,329 Likes and 14,140 Subscribers
It took them 3 days!

24. Dingo
How many days will it take them to reach 25,000?

25. Glamour Nails
Galmour Nails is a nail salon and spa
located in Austin TX Say “I Love Dom” to get 20% of your
next manicure
Dom, the owner, just started with
social media marketing
Dom wanted to know which channel
is most effective Say “I Love Glamour Nails” to get
20% of your next manicure
Dom targeted his customers through
Facebook, Twitter & Email with
different messages
Dom used a low-tech way to find
some very valuable data Say “I Love Getting My Nails Done” to
get 20% of your next manicure

26. Glamour Nails
Your Customers Want Choices
Email
Facebook
Twitter

27. In A Pickle
In A Pickle is a local favorite
restaurant in Waltham, MA
But, they are everywhere on the Web
In A Pickle sends a weekly newsletter
to update customers of special deals,
new menu items, and events
They use social media to experiment,
push on-the-fly specials, get feedback
from customers & build community
They credit Email as the Hub that
brings everything together

28. In A Pickle

29. What Happens When We
Put It All Together?
Copyright © 2010 Constant Contact, Inc. 29

30. Join My List on Facebook and Twitter
30

31. Add follow buttons to your email
31
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.

32. Email  Social: easy and effective
32

33. The Social Webpage View of your email
33

34. Measure Effectiveness with Social Stats
34

35. The Swinery
The Swinery is a butcher
shop in Seattle
They sent an email
newsletter to 3,765
subscribers
Received 816 opens
(22%)
But it was Viewed an
additional 485 times &
Liked by 181 readers
Represents a 60%
increase in reach

36. Q&A
Mark Schmulen
General Manager of Social Media
Constant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@nutshellmail
linkedin.com/mschmulen