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Social Media for Small Business
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Social Media for Small Business

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  • Seminar description:This seminar will review the essential strategies and best practices a business or organization should understand in order to successfully get started with social media marketing. We will talk about:  What social media marketing really is and why it’s important;Various social media networks and tools: how they interact, ways to leverage their strengths, and how to evaluate them for best use for your business or organization;How other businesses are using these low-cost tools to gain visibility, develop relationships, and drive sales and engagement;How to incorporate it into your business life without losing productivity.
  • In today’s seminar, we will learn:What is Social Marketing?Why Market Using Social Media?How to do it well: Best Practices for Social Media Marketing for Small BusinesesManaging your activity and timeNote to RDDs: You can describe the agenda in three simple words: Manage, Monitor, and Measure. Major themes throughout are:SMM is about “reach, with endorsement”SMM is about “social word-of-mouth”
  • If you have concerns, you’re not alone. Many small businesses think:(Click) Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000….(Click) Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles….(Click) Paying close attention to what’s being said on social media sounds useful, but… I’ll never have a dedicated staff to do it right…(Click) I hear about new networks everyday, but… I just don’t have the time to stay current
  • 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
  • Set reasonable goals and expectations.As a small business owner, set reasonable goals that match expectations and investments of resources and time. The more time and resources you devote to Social Media Marketing, the greater your yield! Realistically, accept that Social Media Marketing is not instantaneous. You do need to invest some time and resources before you reap rewards, and not all of your customers will engage. However, you can:Drive engagement (action/commentary/feedback/sharing) with your base of passionate customersEncourage repeat businessEncourage referralsGet online endorsementsReach new customers through online, word-of-mouth marketing.
  • (B2C) Dingo Pet Supply, ran a promotion in order to build community and grow their contact lists.They collected the email address of all participants,They got everyone to like them on FacebookThey didn’t have to give half the proceeds to a third party.  They reached 6k+ Likes and more than 15k subscribers![Backstory: they had 330 fans on Facebook and wanted to get to 5,000. They offered a $20 certificate to everyone who Liked them on Facebook and submitted their email address through their Facebook Page using the CTCT JMML app. Customers would only be sent the $20 certificate if they helped Dingo get to 5,000 likes. Dingo promoted the campaign through Facebook, Twitter and Email and used social media to keep their followers up to date on the progress and to encourage them to share the campaign with their social media followers and even blog readers.  It only took Dingo 3 days to go from 330 Likes to over 5,000 Likes. They are now running the same campaign with a target of 25,000 Likes.]
  • Intro: “Raise your hands: how many people here already using Facebook? LinkedIn? Twitter? Etc.” (Effect should be: several using Facebook, less using LinkedIn and Twitter.)Let’s talk a little but about some best practices surrounding creating a presence using Social Media Marketing. First, decide where you should be. There are hundreds of social media tools and networks. Popular social media networks make it easy for small businesses and organizations get started in the social media marketing work in cost-efficient (often free!) and resourceful way. Today we will focus on the “big three” – Facebook, Twitter, and LinkedIn. For the small business or organization just getting started, (click) it makes sense to start on Facebook. After that, the most important thing to do is ask your customers. We’ll speak to ways to do that later in the presentation…Today’s seminar will mention several of these popular tools. To get more comprehensive information about specific tools or social media in general, I encourage you to visit the Social Media page/tab on Constant Contact’s website: http://search.constantcontact.com/social mediaThere, you can find everything from: blogs, guides, Hints & Tips, podcasts, Frequently Asked Questions, and webinars that will answer all your tool-specific questions.
  • Announce your new presence in your newsletter with a clear Call-to-ActionInclude standard links in every email campaignAlways include a share bar in every email. Make it effortless for your network to share your great content
  • Make sure your presence looks good: make your profiles polished and professional-looking.Complete your business profile with a: description, clear contact information, your website URL, and a Join-My-Mailing-List tab/information;Include your website URLBrand the presence: add your business logo, pictures, and a 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.
  • You know what conversations to start – they’re the same conversations that you have when you speak with a new customer, member or prospective client. Draw from your experience and expertise to facilitate conversations and exchanges amongst peers. Starting informal conversations will help you learn what is meaningful to your customers – what engages them!A simple way to begin? We’ve said it before: just say “thank you” - online, publically - to anyone to says something nice about you.
  • 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. Probably the biggest mistake those new to social media can make it to be inconsistent with engagement. Schedule and commit time to engage with customers and prospects.If you tweet too much; people might not think you are serious about your business Note to RDDs: the statistics on the right contradicts the best practice we mention – explain this by mentioning that we at Constant Contact are anxious to dispel this myth that social media marketing done right means spending more and more time. Doing it right means NOT spending a lot of time doing it. For larger companies, the former may be true, aggregating various departmental objectives and efforts. However, for small businesses and nonprofits, we believe it can be done in significantly less time, especially when using time-saving tools like NutShellMail.
  • When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels. Last but note least: NutshellMail: (more in the next slides)
  • When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels. Last but note least: NutshellMail: (more in the next slides)
  • NutshellMail from Constant Contact is an easy, free way to monitor all your social media activity in minutes a day.NutshellMail is a free monitoring tool that brings a summary of your social network updates to your inbox in a single email on your schedule.NutshellMail allows you to easily monitor and track your page insights (how many new friends, fans, followers, comments, Likes, etc.) You can get all your Facebook Birthdays, Photos, Friend Requests, Wall Posts, News Feed, Event & Group Invites, and Messages all in one interactive email. This means that you don’t need to go to each separate social media site to manage your activities: it allows you to see everything in one summary. You can then engage without leaving your inbox!

Transcript

  • 1. What About Us?
    Social Media Marketing for the Little Guys
  • 2. Introduction
    Copyright © 2011 Constant Contact, Inc.
    2
    Ron CatesDirector, New Market DevelopmentConstant Contact
    Text Ron to 22828 to receive Constant Contact’s Social Media Guide.
    (Standard messaging rates apply. You will not receive additional text messages unless you opt-in to them.)
    facebook.com/roncates
    @roncates
    2
  • 3. Concerns? You Are Not Alone
    Copyright © 2011 Constant Contact, Inc.
    3
    Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000….
    Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles….
    Paying attention to what’s being said on social media sounds useful, but…I’ll never have a dedicated staff to do it right…
    I hear about “social media”, but…Will it have any impact on my business…
  • 4. Social Media Endorsements = $
    Copyright © 2011 Constant Contact, Inc.
    51%of the U.S. sample had purchased a product based on an online recommendation.
  • 5. Social Media is the New Word of Mouth
    You Must Provide a Great Experience
    There is No Cure for Sucking
    There is No Cure for a Poor Experience
    Source: Neilson Global Trust in Advertising Survey, 2007
    Copyright © 2011 Constant Contact, Inc.
  • 6. What is Marketing?
    Elicits a Physical & Measurable Response
    Copyright © 2011 Constant Contact, Inc.
  • 7. Interactive Marketing Adds New Element
    & Emotional
    Elicits a Physical & Measurable Response
    Copyright © 2011 Constant Contact, Inc.
  • 8. This is just funny
    & Emotional
    Elicits a Physical & Measurable Response
    Copyright © 2011 Constant Contact, Inc.
  • 9. Measuring the Response
    The Physical
    The Emotional
    Copyright © 2011 Constant Contact, Inc.
  • 21. What is the ROI of a Conversation?
    Was there value to the conversations you had during your breaks today?
    ROI doesn’t always fit nicely into a spreadsheet.
    Copyright © 2011 Constant Contact, Inc.
  • 22. Set Reasonable Goals and Expectations
    Copyright © 2011 Constant Contact, Inc.
    11
    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
  • 23. Dingo: Build Community and Contacts
    Dingo, a pet supply company, 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
    Dingo now has6,329 Likes and14,140 Subscribers
    It took them 3 days!
    12
    Copyright © 2011 Constant Contact, Inc.
  • 24. Be Where Your Customers Are
    Copyright © 2011 Constant Contact, Inc.
    13
    • The sites that your customers and members are using
    • 25. The sites that your partners & suppliers are using
    • 26. The sites that your competitors are using
  • Kick-start Growth: Use Your Email List
    Announce your new presence in your newsletterwith a clear Call-to-Action
    Include standard links in every email so subscribers can share your content
    Include social media sign up icons in every email so subscribers can join you on your social sites
    Copyright © 2011 Constant Contact, Inc.
    14
  • 27. Look Professional
    Complete your business profile
    Description
    Contact information
    Website URL
    Join My Mailing List
    Brand your presence
    Logo, pictures, background
    Add starter content
    Copyright © 2011 Constant Contact, Inc.
    15
  • 28. Copyright © 2011 Constant Contact, Inc.
    Measuring Social Email
  • 29. Engagement Starts with You!Start Conversations, Say Thank You
    17
    Copyright © 2011 Constant Contact, Inc.
  • 30. Do it Daily, But Don’t Overdo It
    “Keep your time spent in check;doing social media rightdoes not mean doing it a lot.”
    • It is important to stay active!15 minutes a day, 3 times per week is enough for most small businesses.
    Copyright © 2011 Constant Contact, Inc.
    18
    2010 Small Business Attitudes & Outlook Survey
  • 31. Popular Tools Used ToMonitor and Manage your Time
    Popular time management and monitoring tools include:
    Google Alerts
    HootSuite
    TweetDeck
    NutshellMail
    Copyright © 2011 Constant Contact, Inc.
    19
  • 32. TweetDeck
    Copyright © 2011 Constant Contact, Inc.
    20
  • 33. Monitor Activity with NutshellMail
    Track your Page Insights
    Read Fan comments
    Reply from your Inbox
    NutshellMail also supports:
    With more to come soon…..
    Copyright © 2011 Constant Contact, Inc.
  • 34. Text Me!
    Copyright © 2011 Constant Contact, Inc.
    22
    Text Ron to 22828 to receive Constant Contact’s Social Media Guide.
    (Standard messaging rates apply. You will not receive additional text messages unless you opt-in to them.)