Social Media Marketing for SMBs
Driving Real Business Results
Introduction



               Mark Schmulen
               General Manager of Social Media
               Constant Contac...
Waving the Banner for Social Media
But What About The Rest Of Us?
Meet the Small Business Owner



■ She has less than 20
  employees
■ She wears many hats
■ She is time constrained
■ She ...
U.S. Small Businesses find Social Media
to be important Tools for Marketing



                                      Impor...
Why do we “market”?



        We Want       More…
         More!          Customers
                        Clients
   ...
New tools have changed the game.



                   Traditional Marketing   Interactive Marketing



                  ...
The Relationship Cycle Has NOT Changed.




                            Customer



                    Grow
             ...
People Typically Fall Into 5 Buckets




 Disinterested   Suspects   Prospects   Customers   Raving
                      ...
Apply New Tools To The Cycle




                                   Suspect




Start with your passionate
      customers...
Social Media is the New Word of Mouth




 Source: Neilson Global Trust
 in Advertising Survey, 2007

                    ...
Social Media Endorsements
Lead to Purchase




                                                         51% of the U.S. sa...
Social Media Marketing is…



Building your social network
of fans, followers, and connections, using

Relevant and intere...
Email & Social Media Go Hand-In-Hand




      Email Marketing                Social Media Marketing
  Permission Based  ...
Doing it Well: Lessons from the
Real World of SMB’s




 Leverage all Channels
 Your Customers Want Choices
 Email is T...
Dingo


Dingo had 330 Likes on
Facebook & 8,934 Email
subscribers

They wanted to get to
5,000 Likes & add more
email Subs...
Dingo


Dingo sent an Email
Campaign to 8,934
subscribers
Dingo


Dingo sent an Email
Campaign to 8,934
subscribers

Dingo shared the offer on
Facebook and Twitter
Dingo


Dingo sent an Email
Campaign to 8,934
subscribers

Dingo shared the offer on
Facebook and Twitter

Dingo had its f...
Dingo


Dingo sent an Email
Campaign to 8,934
subscribers

Dingo shared the offer on
Facebook and Twitter

Dingo had its f...
Dingo


Dingo sent an Email
Campaign to 8,934
subscribers

Dingo shared the offer on
Facebook and Twitter

Dingo had its f...
Dingo



        Dingo now has 6,329 Likes and 14,140 Subscribers

                 It took them 3 days!
Dingo




How many days will it take them to reach 25,000?
Glamour Nails


Galmour Nails is a nail salon and spa
located in Austin TX                    Say “I Love Dom” to get 20% ...
Glamour Nails



         Your Customers Want Choices




                                  Email
                        ...
In A Pickle


In A Pickle is a local favorite
restaurant in Waltham, MA

But, they are everywhere on the Web

In A Pickle ...
In A Pickle
What Happens When We
Put It All Together?




                 Copyright © 2010 Constant Contact, Inc.   29
Join My List on Facebook and Twitter




                                30
Add follow buttons to your email




                                                               31
        CONFIDENTIA...
Email  Social: easy and effective




                                 32
The Social Webpage View of your email




                               33
Measure Effectiveness with Social Stats




                                 34
The Swinery


The Swinery is a butcher
shop in Seattle

They sent an email
newsletter to 3,765
subscribers

Received 816 o...
Q&A


      Mark Schmulen
      General Manager of Social Media
      Constant Contact

      Email: mschmulen@constantcon...
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  • Regardless of technologies applied, the human relationship cycle does not change.
  • Email marketing allows you to build trusting relationships and nurture early relationships, while acquiring some new customers from your passionate customersSocial media marketing uses your raving fans to acquire new customers, connect with prospects and begin nurturing deeper relationshipsEmail marketing should encourage broader relationships through social media marketingSocial media marketing should encourage deeper relationships through email marketing
  • The Influencer of Today has Changed: It’s now you or meIt’s Word-of-Mouth in the digital age:It’s easy to share and forward messagesReach more people, quicklyPositive endorsements help your brandNegative feedback can hurt your brandYour Fans and Followers can Become Your Brand Ambassadors, Endorsing You and building long-lasting positive buzz
  • 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
  • Section Break: What is Social Media Marketing?
  • Mark schmulen prensentation

    1. 1. Social Media Marketing for SMBs Driving Real Business Results
    2. 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. 3. Waving the Banner for Social Media
    4. 4. But What About The Rest Of Us?
    5. 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. 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. 7. Why do we “market”? We Want More… More!  Customers  Clients  Volunteers  Donors / Members  Brand Awareness  Sales  Website Traffic  Time in the day!
    8. 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. 9. The Relationship Cycle Has NOT Changed. Customer Grow Engagement Cycle Engage
    10. 10. People Typically Fall Into 5 Buckets Disinterested Suspects Prospects Customers Raving & Members Fans
    11. 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. 12. Social Media is the New Word of Mouth Source: Neilson Global Trust in Advertising Survey, 2007 12
    13. 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. 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. 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. 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. 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. 18. Dingo Dingo sent an Email Campaign to 8,934 subscribers
    19. 19. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter
    20. 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. 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. 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. 23. Dingo Dingo now has 6,329 Likes and 14,140 Subscribers It took them 3 days!
    24. 24. Dingo How many days will it take them to reach 25,000?
    25. 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. 26. Glamour Nails Your Customers Want Choices Email Facebook Twitter
    27. 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. 28. In A Pickle
    29. 29. What Happens When We Put It All Together? Copyright © 2010 Constant Contact, Inc. 29
    30. 30. Join My List on Facebook and Twitter 30
    31. 31. Add follow buttons to your email 31 CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
    32. 32. Email  Social: easy and effective 32
    33. 33. The Social Webpage View of your email 33
    34. 34. Measure Effectiveness with Social Stats 34
    35. 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. 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
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