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Social Media Monitoring for SMBs
 

Social Media Monitoring for SMBs

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Mark Schmulen of Constant Contact explains how SMBs can use social media monitoring to increase sales and reduce marketing costs. Presentation taken from Monitoring Social Media Boston, 5th Oct 2010.

Mark Schmulen of Constant Contact explains how SMBs can use social media monitoring to increase sales and reduce marketing costs. Presentation taken from Monitoring Social Media Boston, 5th Oct 2010.

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  • 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
  • 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
  • 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?

Social Media Monitoring for SMBs Social Media Monitoring for SMBs Presentation Transcript

  • Social Media Marketing for SMBs
    How To Monitor & Measure $uccess?
  • Introduction
    Mark SchmulenGeneral Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com
    Blog: http://blogs.constantcontact.com/
    facebook.com/mschmulen
    @mschmulen
    linkedin.com/in/markschmulen
  • Waving the Banner for Social Media
  • But What About The Rest Of Us?
  • Fundamental Principal #1
    You Must Provide a Great Customer Experience
    There is No Cure for Sucking
  • Social Media is the New Word of Mouth
    6
    Source: Neilson Global Trust in Advertising Survey, 2007
  • Social Media Endorsements Lead to Purchase
    Copyright © 2010 Constant Contact, Inc.
    7
    51%of the U.S. sample of the survey had purchased a product based on an online recommendation.
  • It’s All About the Customer
    “Over the years, the number one driver of our growth at Zappos has been repeat customers and word of mouth.”
    - Tony Hsieh, Delivering Happiness
  • Fundamental Principal #2
    Marketing Does Not End After The Sale
    Effective Marketing Begins During & Continues After The Sale
  • These Guys Are Mad
    Copyright © 2010 Constant Contact, Inc.
    10
  • New tools have changed the game.
    Businessesfocus on acquisition
    Revenue and profit are generated by repeat customers
    Traditional Marketing
    Interactive Marketing
  • Apply New Tools To The Cycle
    Prospect
    Start with your passionate customers and
    interesting content
    Fan
    Suspect
    Email Marketing
    Social Media Marketing
    Customer
  • What is Marketing?
    Elicits a Physical & Measurable Response
  • Interactive Marketing Adds a New Element
    & Emotional
    Elicits a Physical & Measurable Response
  • This is just funny
    & Emotional
    Elicits a Physical & Measurable Response
  • Measuring the Response
    The Physical
    The Emotional
    • Likes
    • Shares
    • Retweets
    • Mentions
    • User Reviews
    • Sentiment
    • Clicks
    • Opens
    • Page Views
    • Fans
    • Followers
    • Subscribers
    How does this translate into $$$?
  • Know Your Funnel
    But Know That You Can’t Measure Everything
  • Copyright © 2010 Constant Contact, Inc.
    Doing it Well: Lessons from the Real World of SMB’s
    18
  • 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
  • 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 fans join their email list through the CTCT Facebook App
  • 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
    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
  • Dingo
    Dingo now has 6,329 Likes and 14,140 Subscribers
    It took them 3 days!
  • Dingo: It’s all about building Community
  • Dingo: The Important Results
    Monthly Sales Grew 22%
    New Customers Account for45% of that Growth
  • Glamour Nails
    Galmour Nails is a nail salon and spa located in Austin TX
    Dom, the owner, just started with social media marketing
    Dom wanted to know which channel is most effective
    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 Dom” to get 20% of your next manicure
    Say “I Love Glamour Nails” to get 20% of your next manicure
    Say “I Love Getting My Nails Done” to get 20% of your next manicure
  • Glamour Nails
    Your Customers Want Choices
    Find Out Where They Are
  • CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
    Measuring Social Email
  • 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
  • Copyright © 2010 Constant Contact, Inc.
    Make It Easy On Yourself: Use the Tools
    32
  • Problems with Monitoring Social Media
    33
  • NutshellMail Keeps You Connected
    34
    We Make It Simple To Be Social
    It’s Free!
    www.NutshellMail.com
  • NutshellMail is Your Personal Assistant
    35
  • NutshellMail Delivers On Your Schedule
    Copyright © 2010 Constant Contact, Inc.
    36
  • 37
    Directly To Your Email Inbox
  • Q & A
    Mark SchmulenGeneral Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com
    Blog: http://blogs.constantcontact.com/
    facebook.com/mschmulen
    @mschmulen
    linkedin.com/in/markschmulen