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10 steps togo and grow your social-2012-paige

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Social media made simple seminar-RDD Paige Cahill
Constant Contact

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10 steps togo and grow your social-2012-paige

  1. 1. 10 Tips to Help You “Go & Grow” Your Social or Online MarketingBest Practices andStrategies for SmallBusinesses and Nonprofits Copyright © 2012 Constant Contact, Inc.
  2. 2. My Staff… Paige Cahill Regional Development Director (MO, KS, NE, AR) Charming Chaz Twitter: @SocialPaige Facebook.com/SocialPaige Linkedin.com/in/PaigeCahill Blog: www.SocialPaige.com pcahill@constantcontact.comCoach and Connect You!
  3. 3. Constant Contact…Helping Make Your Online Marketing SimpleCoaching and Connecting You to Tools & Strategies to Help YouRev Up Your Relationships, Referrals, and Revenues. • Email Marketing • Event Marketing • Online Surveys • Social Campaigns • FREE Support • Free Webinars • Free Seminars
  4. 4. FREE Resources…Drop in Your Business Card for FREE Resources Recommended Books Drop in Your Card Presentation Webinars Tutorials Cool Tools, Resources, & Links
  5. 5. Why do we “market”? We Want More… More!  Customers  Clients  Volunteers  Donors / Members  Brand Awareness  Sales  Website Traffic  Time in the day!We Want to Rev Up Relationships, Referrals, and Revenues!
  6. 6. Social Media Tools Are Changing the WayWe Market! Social Media Is Word of Mouth onSteroids. Tools Used to Market My Business Facebook 96% Twitter 76% LinkedIn 62% Video Sharing 53% Photo Sharing 38% Review Sites 35% Find Social Media Tool Effective* Location-Based Services 25% 86% Facebook Local / Daily deals 24% 71% Video Sharing 19% 60% Twitter MySpace 55% Linked In 45% Local / Daily Deals Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees. Copyright © 2012 Constant Contact, Inc. 6
  7. 7. Five Types of People:Leverage Relationships to InspireEngagement Raving Prospects Disinterested Fans Customers Suspects Copyright © 2012 Constant Contact, Inc. 7
  8. 8. Social Media Marketing Is…Building your social networkof fans, followers, andconnections, usingRelevant and interestingcontent that is shared, allowingyou toReach and engage morepeople andDrive more business. Copyright © 2012 Constant Contact, Inc.
  9. 9. Concerns? You Are Not Alone 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 new tools and networks everyday, but… I just don’t have the time to stay current Copyright © 2012 Constant Contact, Inc. 9
  10. 10. What You DO Have is Powerful You can successfully market your small business or association because you have… • Loyal, happy customers • An excellent customer experience • Interesting and important things to say! Copyright © 2012 Constant Contact, Inc. 10
  11. 11. Doing It Well:Best Practices for Small BusinessSocial Media Marketing Copyright © 2012 Constant Contact, Inc. 11
  12. 12. Set Goals 1 Keep Your Customers Improve Customer Service Encourage Repeat Business Increase Relationships Increase Referrals Get More Prospects Increase Brand AwarenessCopyright © 2012 Constant Contact, Inc.
  13. 13. In A Pickle: IncreaseSales, Build CommunityIn A Pickle is a local favoriterestaurant in Waltham, MABut, they are everywhere on theWebIn A Pickle sends a weeklynewsletter to update customersof special deals, new menuitems, and eventsThey use social media toexperiment, push on-the-flyspecials, get feedback fromcustomers & build communityThey credit Email as the Hub thatbrings everything together
  14. 14. Know Your 2 Audience Ask and Receive How do they like to be communicated with? What tools are they using? When do they check their email, facebook, twitter, Link edIn What do they want from your communicationsCopyright © 2012 Constant Contact, Inc. How can you help them?
  15. 15. Where are your customers? Men Women Age Income EducationFacebook 42.6% 54.3% 35-54 = 29% HS 7.8% 18-24 = 25.3% College 3.4% 25-34= 24.8% Alumni 31.4% Unknown 57.5%LinkedIn 51% 49% 35-49 = 38% $ 30K-60K = 20% HS 25% 50+ = 32% $ 60K-100K= 30% College 48% 18-34= 26% $ 100K= 39% Grad School 27%Twitter 45% 55% 18-34 = 45% $ 30K-60K = 25% HS 49% 35-49 = 24% $ 60K-100K= 28% College 38% 50+ = 14% $ 100K= 30% Grad School 13% 3-17 = 14%YouTube 53% 47% Median Age is Median income: 71% employed 33 years $74,000 15% students 69% at least college educated Social Tools are Not Just for Kids!
  16. 16. Monitor Your3 Online Brand Google YourselfCan You Be Found Online?What is Being Said About… • You? • Your Association? • Your Company? • Your Competitor?Your Online Brand is Being Created With or Without You! Contact 2011 © Constant
  17. 17. Google Yourself Can People Find You or Your Company? Google YourselfGoogle Yourself, Your Company, & Competitorswww.Google.com Copyright © 2012 Constant Contact, Inc.
  18. 18. Sites That Help YouGet Found Your Website Blogging Google Places Copyright © 2012 Constant Contact, Inc. 18
  19. 19. Monitor Your Online Presence Search for keywords online: •News, •Blogs, Google Alerts •Web, •Discussions http://www.google.com/alerts •Video Monitor your: • Name • Company name • Competitor • Trends • Keywords • Industry Copyright © 2012 Constant Contact, Inc.
  20. 20. Brand Up! 4 Google YourselfProfessionally Brandyour Business • Be consistent • Logo • Phone • Address • Website • Social IconsAdd starter content.Give it a personalityLook Professional! Copyright © 2012 Constant Contact, Inc.
  21. 21. 5 Listen, Learn & Earn Get to Know the Neighborhood Google Yourself Constant Contact 2011 ©
  22. 22. Your Customers Help You!
  23. 23. Facebook SamplesShatto Milk435 South MagazineThe Kansas City ChiefsKMBCWayside WaifsSpin PizzaDave RamseySalina ChamberSpringfield Kids DirectoryDickerson Park Zoo
  24. 24. YouTube SamplesBad Breath=More SalesConstant Contact-Boloco Burritowww.SocialQuickStarter.com--SocialMediaToyota-Swagger WagonWill It BlendAsk Aunt PattiThe WebTrainerWayside Waifs
  25. 25. Manners Matter 6• Sell, Sell, Sell You Will Fail• Me, Me, Me Will Part the Seas• Empower, Engage, & Educate• Give and You Shall Receive• Share, Care, and Be There• Reply, Thank, and Take Care of Negative Comments• What Happens in Vegas Stays in Vegas• First Impressions Make Lasting Impressions Constant Contact 2011 ©
  26. 26. Plan Ahead 7Schedule Your Social as an Appointment • Create a Marketing Calendar • Buy a Big 12-Month Calendar • Highlighter • Post It Notes • Seasonal Promos • Themes International Holidays • Holidays www.Calendarlabs.com • Community Events • Customer testimonial • Special Olympics • United Way • Susan G. Komen Breast Cancer Foundation Constant Contact 2011 ©
  27. 27. CRAFT UP 8 ContentInformational tips, and practical advice70% Educational 20% Promote 10% Personal Peek  Less is More  Repurpose your content  10 FAQ & 10 SAQ  Articles  Technorati.com (blog directory)  Google alerts  Blogs (yours and others’)-Google Blogs  Thought-provoking discussions that inspires dialogue  Relevant videos, photos, podcasts  Ask questions/Testimonials/Polls/Surveys Constant Contact 2011 ©
  28. 28. Content Reuse or Repurpose YourContent Copyright © 2010 Constant Contact, Inc. 28
  29. 29. Content Reuse: Krista Photography
  30. 30. Grow Your Your Social Grow Social!8 with Your Personal Email Signature Copyright © 2012 Constant Contact, Inc.
  31. 31. Grow Your Social Create an Email Campaign • GROW Your Social Networks • Learn Where Customers Are hanging out Copyright © 2012 Constant Contact, Inc.
  32. 32. Grow Your Social!1.Add interactive social icons to your Website Newsletter Templates Business Card Printed Collateral: mailers, flyers, invoices, direct mail, newspapers, magazines.
  33. 33. Grow Your Social Copyright © 2010 Constant Contact, Inc.
  34. 34. Grow Your SocialUse a variety of ways to expandyour network: Business Card Printed Collateral: mailers, flyers, invoices, etc.• Put a sign in your storefront window• Add a message to your voicemail• Include a note on point-of- sale receipts and house coupons Copyright © 2010 Constant Contact, Inc. 34
  35. 35. Let Your Customers GrowYour Social-Go Viral Share Bar Email Marketing Helps You “GO and GROW” Your Social or Online Marketing Channels Even if you are not doing social yet! Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
  36. 36. Email Helps You Go and GrowYour Social Share Bar
  37. 37. Tweet on TwitterExample of a Newsletter Tweet from Constant Contact Link to Your E-Newsletter
  38. 38. Email Goes Viral
  39. 39. Measuring Effectiveness:The SwineryThe Swinery is aspecialty butcher shopin SeattleThey sent an emailnewsletter to 3,765subscribersReceived 816 opens(22%)But it was viewed anadditional 485 times &”liked” by 181 readersRepresents a 60%increase in reach
  40. 40. Repurpose Your ContentCONFIDENTIAL Copyright © 2010 Constant Tweet Your Email on Twitter or Share on Your Social Sites Contact, Inc. 40
  41. 41. Simple Share
  42. 42. More Reach Social Stats Report
  43. 43. Manage9 Your Social Track your Page Insights www.NutshellMail.com Social Media DVR Save Time Read Fan comments Manage Activity On Social Media Sites with One Email Reply from your Inbox Copyright © 2012 Constant Contact, Inc.
  44. 44. HootSuite.comMonitor, Manage, & Schedule Able to have multiple accounts Copyright © 2010 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
  45. 45. HootSuite.com Monitor, Manage, & ScheduleCopyright © 2010 Constant Contact, Inc. Able to have multiple accounts
  46. 46. 10 Measure SuccessTest to learn what works!  Reports from Email Website activity –Google Analytics  Sales/Phone/Traffic  Clicks  Connections  Fans  Followers  Likes  Retweets  Impressions  Comments  Email Subscribers Constant Contact 2011 ©
  47. 47. Facebook Insights
  48. 48. A True Story:“I love nails!”
  49. 49. Glamour Nails 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
  50. 50. Glamour Nails: Results of Their TestYour Contacts Want To Keep In Touch, but on their terms Email Facebook Twitter
  51. 51. DingoDingo had 330Likes onFacebook &8,934 EmailsubscribersGOAL:They wanted toget to 5,000Likes & addmore emailSubscribers
  52. 52. DingoDingo sent anEmail Campaignto 8,934subscribers
  53. 53. DingoDingoshared theoffer onFacebookand Twitter
  54. 54. Dingo Then… Dingo had its’ fans join their email list through Add the CTCT Facebook App facebook Join my listFacebook SEARCH For Constant Contact Labs
  55. 55. DingoDingo kepttheir fans upto date ontheirprogress
  56. 56. Dingo Dingo had 330 Likes on Facebook and Email subscribers 8,934 Dingo now has 6,329 Likes and 14,140 Subscribers It took them 3 days!
  57. 57. Dingo: The ImportantResults Monthly Sales Grew 22% New Customers Account for 45% of that Growth85% of new customers have continued to buy Dingo products
  58. 58. Steps to Help You10 “Go & Grow” Your Online Marketing1. Set Goals2. Know Your Audience3. Monitor Your Online Brand4. Brand Up5. Listen, Learn, & Earn6. Manners Matter7. Plan Ahead8. CRAFT Up Content9. Grow Your Social10. Manage Your Social11. Measure Your Success Copyright © 2012 Constant Contact, Inc.
  59. 59. What Next? Copyright © 2010 Constant Contact, Inc. 59
  60. 60. FREE Resources…Drop in Your Business Card for FREE Resources Recommended Books Drop in Your Card Presentation Webinars Tutorials Cool Tools, Resources, & Links
  61. 61. FREE ResourcesGo to: www.ConstantContact.comClick the Learning Center Tab 61
  62. 62. 4 To SCORE1 Free Webinars, Tutorials, Hints and Tips, www.ConstantContact.com Click LEARNING TAB2 60-Day Free Trial for Email Marketing www.ConstantContact.com Click EMAIL Tab3 Free Communication Coach & Support 1.866.289.21014 Social Media Help Online www.socialquickstarter.com
  63. 63. Take the Next Step Email + Social = Success, Guaranteed. FREE 60-Day Email Marketing Trial. Satisfaction guaranteed. Sign Up TODAY! www.ConstantContact.com Call toll-free: 866-876-8464Attend a Free Webinar Need Help with Social• ConstantContact.com Media? Check Out…• Click Learning Tab •SocialQuickStarter.com

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