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Holly A. Fisher | May 2015
Social Media: What’s
Right for Your
Business?
Top Social Networks
* Facebook
* Twitter
* Instagram
Is _______ the Right
Tool for You?
* Who is your audience?
* What are your marketing goals:
Awareness? Sales? Customers in...
Who Uses Facebook?
* 71% of online adults (as of 9/13)
* 30 million businesses
* 829 million daily active users in
June 20...
How Much Time?
* 63% of Facebook users
engage on a daily basis
* Average user spends 40
minutes/day on Facebook
* 339 mill...
Facebook: the Pros
1. It’s free.
2. Trackable.
3. Your audience is probably
already there.
Facebook: the Cons
1. It’s not totally free (advertising).
2. It requires good content.
3. It requires constant care and
f...
Content
* Photos/Videos
* Quotes
* Funny e-cards / memes
* Links to other useful content
* Your events/products
* Sales/co...
Content
Most common reason to unlike a
Facebook page is uninteresting
posts.
Source: Digital Insights
Don’t Forget to Engage!
* Engage with other pages.
* Respond to people’s comments
and questions (even the negative
ones). ...
When & How Often
* 1-2 times a day provided it’s
good stuff.
* Day with highest engagement:
Friday.
* Do post on the weeke...
Who Uses Twitter?
* 19% of online adults (as of 1/14)
* Popular among 18-29 yr olds
* 22% men vs. 15% women
* 271 million ...
Twitter: the Pros
1. It’s free.
2. Highly interactive.
3. Searchable.
Twitter: the Cons
1. Saturated (500 million
Tweets/day).
2. Can be overwhelming.
3. It requires constant care and
feeding.
Twitter Terms
Tweet (140 characters)
Retweet (RT)
Direct Message (DM)
What’s the @ symbol all about?
@hollyannfisher
Hasht...
Following / Followers
* Follow people in Charleston,
similar businesses, news outlets.
* Watch your follower/following
rat...
Boost Your Followers
* Add to your website.
* Add to email signature.
* Promote in email newsletter &
other marketing effo...
Content
* Photos
* Quotes
* Links to other useful content
* Give people a glimpse into what
you do
* Lightly promote your ...
Don’t Forget to Engage!
* Engage with followers AND
people you hope will follow you.
* Feel free to go “off point” and
jus...
When & How Often
The lifespan of a tweet is about
18 minutes.
So you could post 2-3 times/hour
if you want.
Recommend: 6 t...
Who Uses Instagram?
* 200 million monthly active
* 20+ billion photos shared
* 23% of teens say it's their
favorite networ...
Instagram: the Pros
1. It’s free.
2. It’s easy and quick.
3. Great for a younger
audience.
Instagram: the Cons
1. Requires good visuals.
2. You need to be available in
real-time.
3. It requires constant care
and f...
Account Set Up
* Download the free app.
* Use your Twitter handle if you
can.
* Add a profile photo, description
& website...
Your Photos
* Filters
* Hashtags (lots! 11+ get
the most interaction)
* Tag other users
* Add location
Followers
* Add icon to your website.
* Add to email signature.
* Promote in email newsletter &
other marketing efforts.
*...
Don’t Forget to Engage!
* Like other people’s photos.
* Comment on photos.
Host a photo contest.
-theme
-hashtag
-promote ...
Content
* Real-time events.
* Behind the scenes of your
organization.
* “Real-life” activities.
* Instagram videos (3-15
s...
When & How Often
Multiple times a day if you can.
Holly Fisher | May 2015
Creating an Effective
& Engaging Email
Marketing Program
We depend on email:
 There are more than 4 billion email
addresses in the world.
 The human race generates 166 billion
e...
Source: VisibleGains
EmailisNotDead.com
 81% of U.S. online shoppers are more
likely to make additional purchases,
either online or in a store...
 ExactTarget asked almost 1,500 U.S.
online consumers (age 15+) how they
prefer to get permission-based marketing
message...
 66% said they’ve made a purchase
based on getting a promotional e-mail
vs. 65% direct mail
Source: ExactTarget’s 2012 Ch...
Why Use Email?
Marketing
Email should be one piece of your
marketing campaign … and it’s
an important one.
Why Use Email?
-Connect with existing customers
-Connect with potential customers
-Stay in front of your audience
-Showcas...
Why Use Email?
-Share breaking news,
specials
-Integrate with other forms of
communication (social media)
-Drive website t...
Source: iContact Survey | 2013
Create Your Company
or Organization Email
Determine the Goals
-Customer engagement
-Education
-Awareness
-Drive website traffic
-Boost sales
-Inform about event
-__...
Determine the
Audience(s)
How many lists will you have?
-Existing customers
-Potential customers
-Vendors
-General news li...
Generating the Email List
-Existing list of contacts
-Signup form on website and
Facebook page
-Include in email signature...
Determine a Schedule
- More than 1 time/month but not
more than 1 time/week
- Weekdays (Tues, Wed, Thurs)
- May send addit...
Determine What to Say
-Create a content calendar
-Consider recurring features
(product feature, testimonial)
-Repurpose co...
Sample Content
Calendar
June
-Main email newsletter – first
Tuesday of the month (June 2)
-June 17 – Summer Sale e-blast
-...
Tools
-MailChimp
-Constant Contact
-MadMimi
Pick Your Tool
-Personal preference
-Look for email you like – what
service do they use
-Sign up for the free service/tria...
Content for the Email
-Engaging, informative
-Have some personality
-Think about what you can give
readers
-Short content
...
Content for the Email
Subject lines:
-Be engaging
-Hint at the content of the email
-Avoid odd punctuation, all caps
-Avoi...
Building Your List – CAN-
SPAM Act
1. Don’t use false or misleading
header information. “From,” “To,”
“Reply-To,” etc. mus...
Building Your List - Rules
3. Tell recipients where you’re
located. Your message must include
your valid physical postal a...
Building Your List - Rules
5. Honor opt-out requests promptly
(within 10 business days).
6. Monitor what others are doing ...
Mobile Email
2 out of 3 Americans own a
smartphone …
That means your emails should
be mobile-friendly.
Entrepreneur.com
What people are doing on their phones, 2013 – MarketingLand.com
Mobile Email
The average person checks their
smartphone 34 times a day.
64% of decision-makers read
their email via mobile...
Mobile Email
Design your email for mobile
readers.
Test it on different devices.
Mobile Email
http://savvypanda.com
Questions?
Holly A. Fisher
www.HAFCreative.com
holly@HAFCreative.com
@hollyannfisher
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
Digital Marketing: Social Media & Email
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Digital Marketing: Social Media & Email

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Add to your digital strategy with social media and email marketing. This presentation covers Facebook, Twitter and Instagram (who is using these tools and the kind of content you should share) along with the benefits of an email marketing campaign.

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Digital Marketing: Social Media & Email

  1. 1. Holly A. Fisher | May 2015 Social Media: What’s Right for Your Business?
  2. 2. Top Social Networks * Facebook * Twitter * Instagram
  3. 3. Is _______ the Right Tool for You? * Who is your audience? * What are your marketing goals: Awareness? Sales? Customers in the door? Would ____ achieve those goals?
  4. 4. Who Uses Facebook? * 71% of online adults (as of 9/13) * 30 million businesses * 829 million daily active users in June 2014 * 66% of users: 15-35 years old * Teens are still there * Slightly more women Sources: Business Insider, Business2Community & Facebook
  5. 5. How Much Time? * 63% of Facebook users engage on a daily basis * Average user spends 40 minutes/day on Facebook * 339 million users access Facebook on mobile each month
  6. 6. Facebook: the Pros 1. It’s free. 2. Trackable. 3. Your audience is probably already there.
  7. 7. Facebook: the Cons 1. It’s not totally free (advertising). 2. It requires good content. 3. It requires constant care and feeding.
  8. 8. Content * Photos/Videos * Quotes * Funny e-cards / memes * Links to other useful content * Your events/products * Sales/coupons * Give people a glimpse into what you do * Your blog / website
  9. 9. Content Most common reason to unlike a Facebook page is uninteresting posts. Source: Digital Insights
  10. 10. Don’t Forget to Engage! * Engage with other pages. * Respond to people’s comments and questions (even the negative ones). 35% of customer’s questions go unanswered.
  11. 11. When & How Often * 1-2 times a day provided it’s good stuff. * Day with highest engagement: Friday. * Do post on the weekends. * Review your Insights. 75% of the engagement on a post happens in the first 5 hours.
  12. 12. Who Uses Twitter? * 19% of online adults (as of 1/14) * Popular among 18-29 yr olds * 22% men vs. 15% women * 271 million monthly active users * 500 million Tweets sent/day * 78% of active users are mobile * Users spend about 20 min. * 46% users tweet at least 1/day Sources: Digital Insights, Business Insider & Twitter
  13. 13. Twitter: the Pros 1. It’s free. 2. Highly interactive. 3. Searchable.
  14. 14. Twitter: the Cons 1. Saturated (500 million Tweets/day). 2. Can be overwhelming. 3. It requires constant care and feeding.
  15. 15. Twitter Terms Tweet (140 characters) Retweet (RT) Direct Message (DM) What’s the @ symbol all about? @hollyannfisher Hashtag #
  16. 16. Following / Followers * Follow people in Charleston, similar businesses, news outlets. * Watch your follower/following ratio. * Search for your keywords * Lists * #Hashtags * Understand this takes time.
  17. 17. Boost Your Followers * Add to your website. * Add to email signature. * Promote in email newsletter & other marketing efforts. * Generate good content. * Use hashtags. * Twitter chat. * Maybe a contest (500th follower gets a prize).
  18. 18. Content * Photos * Quotes * Links to other useful content * Give people a glimpse into what you do * Lightly promote your products and services * Blog posts
  19. 19. Don’t Forget to Engage! * Engage with followers AND people you hope will follow you. * Feel free to go “off point” and just engage in the topic of the day. It’s OK to talk about the weather.
  20. 20. When & How Often The lifespan of a tweet is about 18 minutes. So you could post 2-3 times/hour if you want. Recommend: 6 times/day.
  21. 21. Who Uses Instagram? * 200 million monthly active * 20+ billion photos shared * 23% of teens say it's their favorite network * 13% online users * 90% under the age of 35 * 68% female
  22. 22. Instagram: the Pros 1. It’s free. 2. It’s easy and quick. 3. Great for a younger audience.
  23. 23. Instagram: the Cons 1. Requires good visuals. 2. You need to be available in real-time. 3. It requires constant care and feeding.
  24. 24. Account Set Up * Download the free app. * Use your Twitter handle if you can. * Add a profile photo, description & website. * Start looking for folks to follow. * Can connect to Twitter and Facebook accounts. * Don’t make the account private.
  25. 25. Your Photos * Filters * Hashtags (lots! 11+ get the most interaction) * Tag other users * Add location
  26. 26. Followers * Add icon to your website. * Add to email signature. * Promote in email newsletter & other marketing efforts. * Jump in on popular hashtags (#SundayFunday #Food #NoFilter #tbt #dogsofinstagram #WHP)
  27. 27. Don’t Forget to Engage! * Like other people’s photos. * Comment on photos. Host a photo contest. -theme -hashtag -promote (website, blog, other social networks)
  28. 28. Content * Real-time events. * Behind the scenes of your organization. * “Real-life” activities. * Instagram videos (3-15 seconds).
  29. 29. When & How Often Multiple times a day if you can.
  30. 30. Holly Fisher | May 2015 Creating an Effective & Engaging Email Marketing Program
  31. 31. We depend on email:  There are more than 4 billion email addresses in the world.  The human race generates 166 billion email messages every single day.  Every web-based service asks for an email address. Source: Forbes
  32. 32. Source: VisibleGains
  33. 33. EmailisNotDead.com  81% of U.S. online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences.  68% of consumers find email to be their #1 preferred channel for receiving commercial messages  66% of consumers have made a purchase online as a direct result of an email marketing message
  34. 34.  ExactTarget asked almost 1,500 U.S. online consumers (age 15+) how they prefer to get permission-based marketing messages and 77% said email.  Direct mail - 9%  Text messaging - 5%  Facebook – 4% Source: ExactTarget’s 2012 Channel Preference Survey (now part of Salesforce)
  35. 35.  66% said they’ve made a purchase based on getting a promotional e-mail vs. 65% direct mail Source: ExactTarget’s 2012 Channel Preference Survey
  36. 36. Why Use Email? Marketing Email should be one piece of your marketing campaign … and it’s an important one.
  37. 37. Why Use Email? -Connect with existing customers -Connect with potential customers -Stay in front of your audience -Showcase your work, share news -Make sales
  38. 38. Why Use Email? -Share breaking news, specials -Integrate with other forms of communication (social media) -Drive website traffic -Free or low-cost
  39. 39. Source: iContact Survey | 2013
  40. 40. Create Your Company or Organization Email
  41. 41. Determine the Goals -Customer engagement -Education -Awareness -Drive website traffic -Boost sales -Inform about event -____________
  42. 42. Determine the Audience(s) How many lists will you have? -Existing customers -Potential customers -Vendors -General news list
  43. 43. Generating the Email List -Existing list of contacts -Signup form on website and Facebook page -Include in email signature -Collect emails at events -Contests and promotions
  44. 44. Determine a Schedule - More than 1 time/month but not more than 1 time/week - Weekdays (Tues, Wed, Thurs) - May send additional emails to segmented lists - Early afternoon is a good time - Consider the time zone -Think about what works for your audience -Test – there are always exceptions
  45. 45. Determine What to Say -Create a content calendar -Consider recurring features (product feature, testimonial) -Repurpose content (blog posts, Facebook photo albums, etc.) Tip: Think back to your goals for the email.
  46. 46. Sample Content Calendar June -Main email newsletter – first Tuesday of the month (June 2) -June 17 – Summer Sale e-blast -June 30 – Invite to a July 4 sale/event/customer appreciation party
  47. 47. Tools -MailChimp -Constant Contact -MadMimi
  48. 48. Pick Your Tool -Personal preference -Look for email you like – what service do they use -Sign up for the free service/trial and experiment with the program -Switch if you don’t like it
  49. 49. Content for the Email -Engaging, informative -Have some personality -Think about what you can give readers -Short content -Photos -Link, link and link – drive traffic to your website -Call to action (buy, sign up) -Upcoming events -Links to social media channels
  50. 50. Content for the Email Subject lines: -Be engaging -Hint at the content of the email -Avoid odd punctuation, all caps -Avoid sales-driven language -Avoid “spam” words like “free” or “win”
  51. 51. Building Your List – CAN- SPAM Act 1. Don’t use false or misleading header information. “From,” “To,” “Reply-To,” etc. must be accurate and identify the person or business who initiated the message. 2. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
  52. 52. Building Your List - Rules 3. Tell recipients where you’re located. Your message must include your valid physical postal address. 4. Tell recipients how to opt out of receiving future email from you. Include a clear explanation of how the recipient can opt out of getting email from you in the future.
  53. 53. Building Your List - Rules 5. Honor opt-out requests promptly (within 10 business days). 6. Monitor what others are doing on your behalf. If you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law.
  54. 54. Mobile Email 2 out of 3 Americans own a smartphone … That means your emails should be mobile-friendly. Entrepreneur.com
  55. 55. What people are doing on their phones, 2013 – MarketingLand.com
  56. 56. Mobile Email The average person checks their smartphone 34 times a day. 64% of decision-makers read their email via mobile devices. http://www.inboundmarketingagents.com
  57. 57. Mobile Email Design your email for mobile readers. Test it on different devices.
  58. 58. Mobile Email http://savvypanda.com
  59. 59. Questions? Holly A. Fisher www.HAFCreative.com holly@HAFCreative.com @hollyannfisher

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