Social Media Monitoring for the Little Guys - Constant Contact Mark Schmulen

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MSM10 - 22 November 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.
  • 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 the Little Guys - Constant Contact Mark Schmulen

    1. 1. How To Monitor & Measure $uccess? Social Media Marketing for SMBs
    2. 2. Introduction Mark Schmulen General Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com Blog: http://blogs.constantcontact.com/ facebook.com/mschmulen @mschmulen linkedin.com/in/markschmulen
    3. 3. Waving the Banner for Social Media
    4. 4. But What About The Rest Of Us?
    5. 5. Fundamental Principal You Must Provide a Great Customer Experience There is No Cure for Sucking
    6. 6. These Guys Are Mad Copyright © 2010 Constant Contact, Inc. 6
    7. 7. Social Media is the New Word of Mouth 7 Source: Neilson Global Trust in Advertising Survey, 2007
    8. 8. Social Media Endorsements Translates into $$$ Copyright © 2010 Constant Contact, Inc. 8 51% of the U.S. sample of the survey had purchased a product based on an online recommendation.
    9. 9. Social Media Follows Lead to Purchase & Recommendations Copyright © 2010 Constant Contact, Inc. 9
    10. 10. It’s All About the Customer “Over the years, the number one driver of our growth at Zappos has been repeat customers and word of mouth.” - Tony Hsieh, Delivering Happiness
    11. 11. Your Customers Have Become Your Best Advertisers 63% of small businesses say word- of-mouth marketing is the most effective way to market their business and find new customers
    12. 12. New tools have changed the game. Businesses focus on acquisition Revenue and profit are generated by repeat customers Find Convert Keep Find Convert Keep Traditional Marketing Engagement Marketing
    13. 13. Apply New Tools To The Cycle Start with your passionate customers and interesting content Email Marketing Social Media Marketing Suspect Customer Fan Prospect
    14. 14. What is Marketing? Elicits a Physical & Measurable Response
    15. 15. Engagement Marketing Adds a New Element Elicits a Physical & Measurable Response
    16. 16. Measuring the Response  Clicks  Opens  Page Views  Fans  Followers  Subscribers How does this translate into $$$? The Physical The Emotional  Likes  Shares  Retweets  Mentions  User Reviews  Sentiment
    17. 17. Know Your Funnel But You Can’t Measure Everything
    18. 18. What is the ROI of a Conversation? Was there value to the conversation you just had during our break? ROI doesn’t always fit nicely into a spreadsheet
    19. 19. Copyright © 2010 Constant Contact, Inc. Doing it Well: Lessons from the Real World of SMB’s 19
    20. 20. 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
    21. 21. Dingo Dingo sent an Email Campaign to 8,934 subscribers
    22. 22. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter
    23. 23. 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
    24. 24. 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
    25. 25. 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
    26. 26. Dingo Dingo now has 8,451 Likes and 14,140 Subscribers It took them 3 days to reach 5K!
    27. 27. Dingo: It’s all about building Community
    28. 28. Dingo: The Important Results Monthly Sales Grew 22% New Customers Account for 45% of that Growth 85% of new customers have continued to buy Dingo products
    29. 29. Dingo: “Social Call To Action”
    30. 30. 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% off your next manicure Say “I Love Glamour Nails” to get 20% off your next manicure Say “I Love Getting My Nails Done” to get 20% off your next manicure
    31. 31. Glamour Nails Your Customers Want Choices Find Out Where They Are Email Facebook Twitter
    32. 32. CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. Measuring Social Email
    33. 33. 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
    34. 34. Copyright © 2010 Constant Contact, Inc. Make It Easy On Yourself: Use the Tools 34
    35. 35. We need to Listen 35 If a Conversation Takes Place Online & You’re Not There to Hear It, Did It Really Happen?
    36. 36. Problems with Monitoring Social Media 36
    37. 37. NutshellMail Keeps You Connected 37 We Make It Simple To Be Social It’s Free! www.NutshellMail.com
    38. 38. NutshellMail is Your Personal Assistant 38
    39. 39. NutshellMail Delivers On Your Schedule Copyright © 2010 Constant Contact, Inc. 39
    40. 40. 40 Directly To Your Email Inbox
    41. 41. 41 Respond & Move On
    42. 42. 42 Filter Out the Noise  Friend Lists  Facebook Pages  Filters & Applications  Customizable Sections  Quitters  Twitter Lists  Search Term Tracking  Customizable Sections
    43. 43. Q & A Mark Schmulen General Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com Blog: http://blogs.constantcontact.com/ facebook.com/mschmulen @mschmulen linkedin.com/in/markschmulen

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