Power of Social Media


                            Why and How email marketers have an advantage using
                  ...
What is Social Media?


      Social media is primarily Internet and mobile-          Geek to English
      based tools fo...
Competitive Edge for Email Marketers


               Good Email Marketing is:
                         ■ Advocacy and emp...
What are people doing? What are businesses doing?



                              Listen               Participate       ...
Tools of Social Media


                                                     Social Media Tools



                       ...
Tools of Social Media

                                                                                                   ...
Using the Hubs - Facebook


      Built for college students to get to get to know
      each other but now has become a h...
Using the Hubs - Facebook


               So what can I do with this?
                              Listen               ...
Using the Hubs - Linked In


      A social network to manage your
      professional contacts and relationships.
        ...
Using the Hubs - Linked In


                                          Listen

                   ■ Enter your basic profe...
Using the Hubs-Linked In


                                          Participate
                 Dave Gowel of Clearly Cr...
Using the Hubs - Linked In


                                          Integrate

      Showcase your archived educational...
Using the Hubs - CTCT Connect Up Community




                                          Are you Nervous to dive into thes...
Using the Hubs - CTCT Connect Up Community


     Discussions are a great place to start:
     Listen
    Start reading ab...
Using the Hubs - CTCT Connect Up Community


        Use the Business Directory to grow
        and network.
        Liste...
Tools that Feed the Hubs


               Blogs
                         ■     WordPress
                         ■     Mo...
Blogs


 Blogs are journals of experts, small
 businesses or just passionate
 individuals that can be read by the
 outside...
Blogs


      Participate
      Like what you are seeing or have a tidbit to add?
      Considering posting comments.
    ...
Blogs


      Integrate
      Have your own message or information to share?                    Details to Consider
      ...
Micro blogging/Twitter


 Listen
 Check out search.twitter.com for topics or
 companies you are interested in.


 Particip...
Photo, Videos & Podcasts


   Listen & Watch
   Search out images, videos or podcast (audio
   recordings) that match your...
Social Book Marks



     Listen
    Is your readership young, a
    professional group or active on social
    networks? ...
Social Book Marks



        Participate
        Once you start looking around the web, social networks
        and blogs,...
Social Book Marks


               Integrate
               Make the most of your content and continue its life. Archive t...
Want more details on Social Networks?




                                                   Dave Gowel of Clearly
       ...
Questions?




Copyright © 2008 Constant Contact, Inc.
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Constant Contact's Power of Social Media for Businesses and Email Marketing

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This is the presentation from Constant Contact's Webinar on the "Power of Social Media." These are just the slides, and I would recommend you to attend a webinar to hear the discussion!

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Constant Contact's Power of Social Media for Businesses and Email Marketing

  1. 1. Power of Social Media Why and How email marketers have an advantage using the power of social networks. Copyright © 2008 Constant Contact, Inc.
  2. 2. What is Social Media? Social media is primarily Internet and mobile- Geek to English based tools for sharing and discussing information among human beings. Trading information and comments via The term most often refers to activities that the internet using a collections of tools integrate technology, telecommunications and often described as Web 2.0 social interaction, and the construction of words, pictures, videos and audio. technologies. This interaction, and the manner in which information is presented, depends on the varied perspectives and quot;buildingquot; of shared meaning Regardless of Social media tools used, among communities, as people share their stories material shared and traded often falls and experiences. Businesses also refer to social into 2 main categories: media as user-generated content (UGC) or consumer-generated media (CGM). ■ Business Networks ■ Social Networks - Wikipedia, January 12, 2009 Be aware there is a growing trend of using Social Networks for Business reasons. Copyright © 2008 Constant Contact, Inc.
  3. 3. Competitive Edge for Email Marketers Good Email Marketing is: ■ Advocacy and empowerment of your customers/members with useful information. ■ Not about you. It is about what you know and how it helps your reader. ■ People talking to People with similar interests. ■ Understanding what your customers/members want from you. ■ Good Listening and Response Skills. ■ Permission based communications. ■ Use of evangelists to share your message. (Forward to a Friend) ■ Provide information on the reader’s schedule, not yours. Social Networks/Media shares all these values but delivers them with different technology. -Not competition for email marketing but a complement. Copyright © 2008 Constant Contact, Inc.
  4. 4. What are people doing? What are businesses doing? Listen Participate Integrate ■ Are your customers ■ Do you have anything of ■ Can they continue the or those you want as value to add to the relationship/conversation customers involved in conversation? outside of the social Social Media? media tool? ■ Can you offer specific ■ What are they advice to peers facing the ■ Are you leveraging your saying? same business challenges? other marketing media to work with your presence ■ Where are they ■ Are you willing to ask in social media? saying it? peers for advice on business challenges? ■ What are they talking about or asking for? ■ Does what you are ■ Are you creating planning to say have value content that is relevant to anyone else but you? enough to be re-used in your social media tools ? ■ Can you solve problems/issues/questions with your expertise? Why should you care what is going on in Social Media? People are talking about you out there. Even if you are not reading your customers and future customers are. Ignorance is not bliss. Copyright © 2008 Constant Contact, Inc.
  5. 5. Tools of Social Media Social Media Tools Photo Sites Blogs Email Marketing Archive Social Networks Polls Podcasting B to B Social Networks Groups/Meet up Video Sites Social Bookmarking Micro Blogging/ Texting Copyright © 2008 Constant Contact, Inc.
  6. 6. Tools of Social Media Using the Hubs Social Networks B to B Social Groups Social Networks B to B Social Network Networks Groups Communications and content Communications and Content Location for individuals tends to be a casual social tends to be of a with like minds or nature. Personal photos, professional nature. Peers interests, can exchange comments, shared topics of seeking Peers for advice, information and organize interest and related information, effective time to gather on line or in information. resources, expert human person. capital, etc. ■ www.Facebook.com ■ www.linkedin.com ■ www.meetup.com ■ www.myspace.com ■ www.plaxo.com ■ http://groups.yahoo.com ■ www.friendster.com ■ http://www.constantcont ■ http://groups.google.com act.com/community/index.js ■ www.ning.com p ■ www.skyrock.com Copyright © 2008 Constant Contact, Inc.
  7. 7. Using the Hubs - Facebook Built for college students to get to get to know each other but now has become a hybrid of Social and Professional Networking. ■ Photo hosting ■ Video hosting ■ Promote your blog ■ Only can see your profile if you are identified as friend. ■ Join/create groups regarding topics of shared interest ■ Aids in expanding your network by suggesting people you might know. ■ Create a company profile page and gain network of fans Invite your email readers to become fans on Facebook. Remember, they have to get something out of it. Copyright © 2008 Constant Contact, Inc.
  8. 8. Using the Hubs - Facebook So what can I do with this? Listen Participate Integrate Create a basic personal ■ If you connect with ■ Consider putting details profile to see who is here some of your current of product announcements and listening to what they customers, ask them to or events on your are saying. Are they your write reviews/opinions on company page. Inform target audience? Would they your organization/ your social network first be receptive to your products/services. and use the location to message? host details and link from ■ Consider creating a your email newsletters. company profile page and use it to connect with your ■ Host archived editions of “Use of social online “fan” base. your best received networks instead of email newsletter and helpful tips for personal ■ Enable your fans to sign from your email communications in the up for your email marketing. last year: 42% Ages 25 to newsletter to get more 34; 53% Ages 18 to 24” exciting details. -NPD Consumer Survey, JupiterResearch LLC 2008 Copyright © 2008 Constant Contact, Inc.
  9. 9. Using the Hubs - Linked In A social network to manage your professional contacts and relationships. ■ Find individuals you know in a professional capacity ■ Update your profile (think online resume) ■ Join networks or groups by industry, geography or work history ■ Create a network or “brain trust” of peers to provide suggestions on business issues Copyright © 2008 Constant Contact, Inc.
  10. 10. Using the Hubs - Linked In Listen ■ Enter your basic professional information and start looking around for the people you know. ■ Join groups and look at the questions these groups ask. ■ Spot trends that effect your business or mentions of your organization in the dialog Copyright © 2008 Constant Contact, Inc.
  11. 11. Using the Hubs-Linked In Participate Dave Gowel of Clearly Creative suggests: “Ask your network a question to see what they think. You can tap into a knowledge base you trust and get exposure for your business.” Not sure what to ask? How about using an opinion poll to see what your peers are thinking? http://www.clearlycreative.net/ Copyright © 2008 Constant Contact, Inc.
  12. 12. Using the Hubs - Linked In Integrate Showcase your archived educational emails. ■When answering questions ■Featured on your Linked In profile page to sample your value. Give people a chance to join your email list from your profile page. –They like what they see in the social network, will be willing to share information to get more quality content. Enable people who know you in the network to sign up for more in-depth info via email. Archive showcases the value provided in your emails. Copyright © 2008 Constant Contact, Inc.
  13. 13. Using the Hubs - CTCT Connect Up Community Are you Nervous to dive into these public Social Networks? Get your feet wet with Constant Contact Connect Up Community. Designed as a location for Small Business and Non Profits to find each other and exchange ideas, information and find resources. Listen Find other businesses/organizations like yourself Read questions of the group for their experience and guidance. Participate Answer questions and share your experience. Rate the value of the resources shared Blog about your expertise Bookmark useful things to share Integrate List your business so it can be found by people looking for resources you provide Turn on your Join My List box so when people want more info from you they can get it. Copyright © 2008 Constant Contact, Inc.
  14. 14. Using the Hubs - CTCT Connect Up Community Discussions are a great place to start: Listen Start reading about what other business like you are asking about and taking action on. Participate Answer or comment on the information shared. Rate the value of the material. Integrate Post some answers or start a discussion that can promote your expertise. Copyright © 2008 Constant Contact, Inc.
  15. 15. Using the Hubs - CTCT Connect Up Community Use the Business Directory to grow and network. Listen Look at what kinds of businesses are listing themselves and what are they doing to self promote. Participate Create your business profile and make sure to add value to the community by creating discussions, answering questions and writing blogs. Integrate Turn on your “Join my Email List” function. Use the share tools to populate your quality content to other networks. Link to your external resources that highlight the scope of your work and skills. Copyright © 2008 Constant Contact, Inc.
  16. 16. Tools that Feed the Hubs Blogs ■ WordPress ■ Movable Type Do you need to use all of the tools? ■ Blogger No. Use what works best for your Microblogging target audience, message, mission, ■ Twitter and content you want to share. ■ Pownce Photos, Video, Podcasts ■ Flickr ■ YouTube ■ SlideShare Social Bookmarking ■ Del.icio.us ■ Digg ■ Technorati Copyright © 2008 Constant Contact, Inc.
  17. 17. Blogs Blogs are journals of experts, small businesses or just passionate individuals that can be read by the outside world. Listen ■ Every topic imagined is covered, Google search. Look for and follow: ■ Blogs that cover topics that interest you and relate to your business ■ Blogs that cover topics that would interest your customers/members and are already reading. ■ Note what has actual interesting and helpful information. ■ If you find helpful information or there are comments from readers on how helpful the content is? Keep Reading! Be Aware: “Only 16% of people surveyed say they ■ Sign up for RSS feeds on the ones you pick as a trust corporate blogs”- Consumers Don’t Trust Corporate regular read to keep in touch with what is going Blogs, Forrester Research, 2008 on. Why? Too much self-promotion, product/service pushing, and little two way communications. Copyright © 2008 Constant Contact, Inc.
  18. 18. Blogs Participate Like what you are seeing or have a tidbit to add? Considering posting comments. Just as there is manners and protocol in business relationships, the same exists in the blogosphere. (Tech term about the blogs published and the people writing them.) Bare Feet Studios blog post of “How and When to Leave a Blog Comment” http://www.barefeetstudios.com/2007/12/19/how-and-when-to-leave- blog-comments/ Good information and specifics ■ When to comment ■ What to comment ■ Why to comment ■ How to comment Copyright © 2008 Constant Contact, Inc.
  19. 19. Blogs Integrate Have your own message or information to share? Details to Consider Start writing your own blog. ■ Blogging is a commitment. If you do not Rules your blog should live by: update on a regular, predictable basis, you will lose readership. ■ A blog is not a website, it is a social tool to ■ Consider writing topics that complement your extend your relationships. SEO strategy. ■ People like people; people buy from people; ■ Create links back to complementary information keep it real and be their friend. on your website from relevant key words in a ■ People (Readers) gravitate to what they like post. and the people who are like them. ■ Don’t over do it, only when there is a good match. ■ Nothing makes an impact more than passionate people doing the things they ■ Cross promote your email newsletters in your love. Blog and your Blog in your newsletters. ■ Let the content of your Blog feed and support the content of your email newsletters. ■ Do not compete but complement! Copyright © 2008 Constant Contact, Inc.
  20. 20. Micro blogging/Twitter Listen Check out search.twitter.com for topics or companies you are interested in. Participate Did someone say something of interest? You can reply back to that individual’s comment. Keep it short and sweet. (Only 127 characters) Integrate Did you create an email that is full of how to’s and practical hints? Share it with your followers by archiving the email and tweeting it. Hint: Make the URL small enough to fit by using www.tinyurl.com Copyright © 2008 Constant Contact, Inc.
  21. 21. Photo, Videos & Podcasts Listen & Watch Search out images, videos or podcast (audio recordings) that match your interests and your customers’ interests. Observe elements, get comments, marked as favorites or individuals who are an active producer of content. Participate Do you like or not like what you are seeing or hearing? Speak up! Use the rating tools to comments and start ratings. Integrate Start to post some of your own creative media. Promote your media to your email list and through your Social/Business Networks. Copyright © 2008 Constant Contact, Inc.
  22. 22. Social Book Marks Listen Is your readership young, a professional group or active on social networks? Yes? Watch what they are pointing out as useful, helpful and interesting. Pay attention to what is valuable to identify what these elements have in common. Where do I look? Del.icio.us Digg Bookmark sections of Social/Business Networks Additional Resource Sections of Blogs Can you describe what forward to a friend in email does? -Social Book Marks work in a similar way. Copyright © 2008 Constant Contact, Inc.
  23. 23. Social Book Marks Participate Once you start looking around the web, social networks and blogs, you might encounter things you want to share via social bookmarks. Pick your comfort level regarding where and how much you want to share: ■ Create your own bookmark entries and talk about why you find this valuable. ■ Rate others bookmarks on the value it provided for you. ■ Socialize the information through your own network of people how and where ever you connect. Copyright © 2008 Constant Contact, Inc.
  24. 24. Social Book Marks Integrate Make the most of your content and continue its life. Archive the educational emails and make them accessible. Encourage people to share the archive via Social Bookmarks to increase your reach. Note: Make sure to include the “Join My List” feature in the email design. When it is archived, people can reach you and ask for more. Copyright © 2008 Constant Contact, Inc.
  25. 25. Want more details on Social Networks? Dave Gowel of Clearly Creative marketing@clearlycreative.net www.clearlycreative.net Copyright © 2008 Constant Contact, Inc.
  26. 26. Questions? Copyright © 2008 Constant Contact, Inc.

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