SEO Social Media Email Spring 2011


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  • Engagement = higher deliverability rates, more conversion, deeper brand and customer loyalty= increase revenue
  • In March, Kraft asked people to tweet about Mac & Cheese and they would turn the tweets into commercials. Here’s a screenshot of one of the ads. It was inspired by a tweet that said “I don’t joke about mac and cheese.” The commercial was about a ninja that invades a break room to steal an office worker’s mac & cheese. He’s got a sword and in this shot you see the view through the ninja mask.
  • According to CMB……we are sharing content with each other at volumes and frequencies like never before
  • Use this data to plan your strategy – guide your content and the tools you use
  • SEO Social Media Email Spring 2011

    1. 1. Social Media, Email and Search Engine Optimization How each of these marketing tools feed each other and make you more successful Continue the learning via Twitter #CTCTSocial or #socialmedia Follow @Htoby, @azurecollier or @ConstantContact Copyright © 2011 Constant Contact, Inc.
    2. 2. Agenda <ul><ul><li>The value of each tool and how they work together </li></ul></ul><ul><ul><li>Email content and lists - the foundation you build on </li></ul></ul><ul><ul><li>Social Media- observe, interact & integrate </li></ul></ul><ul><ul><li>SEO (Search Engine Optimization) - how to get found, get recognized and to feed the search ranking </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    3. 3. How They Work Together <ul><li>72% of companies said email marketing has led to higher online client engagement versus 48% for social networks alone. –Econsultancy, Customer Engagement Report 2011 </li></ul><ul><li>75% of daily social media users said that email is the best way for companies to communicate with them. </li></ul><ul><ul><ul><li>- Social Media marketing Benchmark Report , Marketing Sherpa, 2010 </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc. Social media users want to engage with you via email ` Social Media; Blogs, Search Engine Optimization- General interest in your organization/services Email Newsletters- Deepen & Nurture the relationship Email Promotion- Benefits and closing the sale Testimonials, Feedback and Referrals Feeding Content
    4. 4. Engagement Increases Referrals How often do your customers use the following platforms to share information about products, brands, sales or stores? 58% 53% Consumers who are brand advocates, meaning they habitually share information about products they use, are far more likely to share product data online than non-advocates, according to research from marketing network BzzAgent (2011). Copyright © 2011 Constant Contact, Inc.
    5. 5. Customer Example: Far and Away Cycling <ul><li>Email Newsletter </li></ul><ul><ul><li>Newsletter archive on website </li></ul></ul><ul><ul><li>Publishes customer photos and links to customer video </li></ul></ul><ul><ul><li>Follow me on Twitter icon and Facebook icon in newsletters </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Join My Mailing List tab </li></ul></ul></ul><ul><ul><ul><li>Facebook badge on website </li></ul></ul></ul><ul><ul><ul><li>Tours tab – lists his most recent tours (links back to site) </li></ul></ul></ul><ul><ul><ul><li>Blog tab – lists recent articles from his blog (subscribe via RSS) </li></ul></ul></ul><ul><ul><li>Blog posts publish to Twitter </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    6. 6. Make The Most of Your Email Send <ul><li>Send when people are talking about you or your topic: </li></ul><ul><ul><li>Go to , search on keyword about content of email or organization. </li></ul></ul><ul><ul><li>Subscribe to RSS feed on this search, to a Google reader account. </li></ul></ul><ul><ul><li>Click “Show details” in Google reader, after a couple of days. It shows you spikes on what day of week, month and time of day people are talking about this topic. </li></ul></ul><ul><ul><li>15% of your email list will read your email and look to a social network, like Facebook or Twitter, to see if other are buzzing about the message or offer before taking it. - Seven Signs you need to revive your permissions database , Click Z </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    7. 7. Customer Reviews – Use Survey <ul><ul><li>Create a simple product/service feedback survey </li></ul></ul><ul><ul><li>In email, on your website, from social media, include a link to it: Have you used this product? </li></ul></ul><ul><ul><li>Highlight reviews and quotes in future promos: Top Customer–Rated Products </li></ul></ul>Copyright © 2011 Constant Contact, Inc. How can I let my customers review my products/services/volunteer experiences? TQM Networks – an IT outsourcing company Challenge: Be relevant in email and social media marketing. Solution: Uses online surveys to understand what members want and to stay relevant. Results: More informed, engaged members, packed events, and higher profitability. Survey templates – find in basic pack Take advantage of our survey templates:
    8. 8. What Is Your Audience Looking For? <ul><li>Use your feedback tools to find out what they want from you in social media. </li></ul><ul><li>Send a survey to your email readers: </li></ul><ul><ul><li>What social media do they use? </li></ul></ul><ul><ul><li>Target the questions depending on the social media used. </li></ul></ul><ul><ul><li>Offer an incentive for responding, but expect your big social media users to respond regardless. </li></ul></ul><ul><ul><li>Identify your social influencers and follow their behavior. Friend them; Follow them. </li></ul></ul><ul><ul><ul><ul><li>Use people you know to inspire each other to make donation/be active. Do not reach everyone, reach the influencers and let them reach others. </li></ul></ul></ul></ul><ul><li>Remember: You can not control the conversations in social media but you can participate and influence the direction. </li></ul>Copyright © 2011 Constant Contact, Inc.
    9. 9. What Do I Say? <ul><li>Ensure what you are putting out in email is shareworthy: </li></ul><ul><ul><li>Trustworthiness </li></ul></ul><ul><ul><ul><li>Reputation </li></ul></ul></ul><ul><ul><ul><li>Ethical behavior </li></ul></ul></ul><ul><ul><li>Provides value to the reader </li></ul></ul><ul><ul><li>Ease of sharing </li></ul></ul><ul><ul><li>Reward/incentives </li></ul></ul>Copyright © 2011 Constant Contact, Inc. <ul><ul><li>Tribal interest-Seth Godin’s “Tribes” book </li></ul></ul><ul><ul><ul><li>Tribes are communities with a common interest or believe that is shared by each individual that is part of this tribe </li></ul></ul></ul><ul><ul><ul><li>The individuals within the tribe are connected to each other </li></ul></ul></ul><ul><ul><ul><li>The tribe is dynamic and changes constantly and also promotes change </li></ul></ul></ul>Roughly 80% of marketers say that social sharing &quot;extends the reach of email content to new markets&quot; (81%) and &quot;increases brand reputation and awareness&quot; (78%). - MarketingSherpa &quot;Email Marketing Benchmark Survey&quot; 2010
    10. 10. What Do I Say? <ul><li>Leverage user-generated content </li></ul><ul><ul><li>Focus content on the lifestyle around the product or service and not just the features of the product/service </li></ul></ul><ul><ul><ul><li>Example: Kayak retailer newsletter – features of the kayak vs. best ways/places to use the kayak </li></ul></ul></ul><ul><ul><li>Gives website/email/social media more relevance </li></ul></ul><ul><ul><li>Search engines value this kind of content </li></ul></ul><ul><ul><li>Examples </li></ul></ul><ul><ul><ul><li>Customer photos </li></ul></ul></ul><ul><ul><ul><li>Customer stories </li></ul></ul></ul><ul><ul><ul><li>Real questions asked </li></ul></ul></ul><ul><ul><ul><li>User blogs </li></ul></ul></ul><ul><ul><ul><li>Customer reviews </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc. Kraft Mac & Cheese commercials
    11. 11. What Do I Say? <ul><li>Product/Service Reviews by Your Users </li></ul><ul><ul><li>Product reviews will validate your marketing messages </li></ul></ul><ul><ul><li>Must be the most shareworthy content and linkable </li></ul></ul><ul><ul><ul><li>94% of mothers regularly seek advice from others before buying a service or product; 97% give advice to other about products or services they purchased. –Mom Marketing, Center for Media Research March 2011 </li></ul></ul></ul><ul><ul><ul><li>47% Research product for purchase; Purchase products 40%; By reading customer rating or reviews for products or services -Forrester Research </li></ul></ul></ul><ul><ul><li>Mobile use on the rise – more people relying on apps on the go for recommendations </li></ul></ul><ul><ul><ul><li>Foursquare </li></ul></ul></ul><ul><ul><ul><li>Yelp </li></ul></ul></ul><ul><ul><ul><li>Facebook Places </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    12. 12. Life Beyond The Inbox <ul><li>Social Media’s Influence on Email Marketing </li></ul><ul><ul><li>81% Extends the reach of email content to new markets </li></ul></ul><ul><ul><li>78% Increases brand reputation and awareness </li></ul></ul><ul><ul><li>53% Increases the ROI of email programs </li></ul></ul><ul><ul><li>47% Accelerates the growth of email lists </li></ul></ul><ul><ul><li>31% Generates more qualified leads </li></ul></ul><ul><ul><ul><li>- MarketingSherpa, Email Marketing Benchmark Survey 2009 </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    13. 13. Sharing Is The Cool New Thing 75% of people are likely to share content they like online with friends, co-workers or family … .49% do this at least weekly *Chadwick Martin Bailey Consumer Pulse 2010 (n= 1504) Copyright © 2011 Constant Contact, Inc.
    14. 14. You Tweet and Readers Share Copyright © 2011 Constant Contact, Inc. What you share : Post on your Twitter account. What your reader shares : This feature helps your audience share your email with their social media connections. Make sure your readers can share your email on their social media pages. What your reader shares : When they click, a link to your email will appear in their Facebook news feed and can be seen by their network.
    15. 15. Keep it going … Copyright © 2011 Constant Contact, Inc. Customize the message for each site Publish & share your newsletter Use Simple Share to promote your content on your Facebook and Twitter accounts at the same time
    16. 16. Understanding Social Media Sharing <ul><li>Overall inbound traffic from their featured social networks increased dramatically. There’s more to social media than forwarding to a friend: </li></ul><ul><ul><ul><li>Visits from Twitter increased 1,680% </li></ul></ul></ul><ul><ul><ul><li>Visits from LinkedIn increased 2,070% </li></ul></ul></ul><ul><ul><ul><li>Visits from Facebook increased 1,351% </li></ul></ul></ul><ul><li>Users clicking any of the share buttons (Email, LinkedIn, Facebook or Twitter) </li></ul><ul><li>increased about 25% when social networks were included, compared to clicks to forward an article via </li></ul><ul><li>email only. </li></ul><ul><li>- Share-to-Social Buttons Increase Newsletter Interaction: 6 Steps –Marketing Sherpa </li></ul>Copyright © 2011 Constant Contact, Inc.
    17. 17. Archive Content for Best Reach <ul><li>Your Website </li></ul>Copyright © 2011 Constant Contact, Inc. Other places: blogs, Twitter, LinkedIn, links from emails or autoresponder
    18. 18. <ul><li>Social Media - Observe, Interact, Integrate </li></ul>Copyright © 2011 Constant Contact, Inc. <ul><ul><li>Why it works </li></ul></ul><ul><ul><li>What do I do? </li></ul></ul><ul><ul><li>Tools and how to measure </li></ul></ul>
    19. 19. Who Is on Social Media? <ul><li>1/3 online adults post to social media at least once a week. 70% Read blogs, tweets and watch UGC video – Forrester Research, 2010 </li></ul><ul><li>60% maintain a profile on a social networking site –Forrester Research, 2010 </li></ul>Copyright © 2011 Constant Contact, Inc. While the youngest generations are still significantly more likely to use social network sites, the fastest growth has come from internet users 74 and older . – Pew Center for Internet and American Life, 2010 - Pew Center for Internet and American Life, 2010 18-29 39% 30-49 28% 50-64 21% 65+ 12%
    20. 20. What Are They Looking For? <ul><li>Social web use in the workplace has risen from 19% to 24%- Social Media Use in the Workplace , Mashable 2010 </li></ul><ul><li>In the workplace - 49% relationship building, 31% reaching new customers, 35% Marketing/Branding- ERC, Social media in the workplace 2009 </li></ul><ul><li>Each channel has dominate interests: </li></ul><ul><li>Facebook = 23%-News, 13%-How To, 17%-Community </li></ul><ul><li>Twitter = 47%-News, 4%- How To, 10%-Tech - What Social Media Users Want, </li></ul><ul><li>Engagement with the brands they know and use </li></ul><ul><ul><li>42% of adults are interested in at least one social tool from their favorite brand . - Forrester Research </li></ul></ul><ul><li>But want more than just deals and specials </li></ul>Copyright © 2011 Constant Contact, Inc. Pay attention to max connectors : 500+ connections
    21. 21. Email Engagement = Social Media Engagement Copyright © 2011 Constant Contact, Inc. -eMarketer- Subscribers, Fans and Followers 6/2010 If someone opts into your email, odds are they will engage with you in social media. Communication Channel 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years Email Marketing 95% 96% 93% 96% Facebook 54% 47% 36% 32% Twitter 9% 8% 6% 4%
    22. 22. What Do I Do? <ul><li>Observe = Listen </li></ul><ul><li>How to start listening: </li></ul><ul><ul><li>Go to Google Blog search </li></ul></ul><ul><ul><li>Search on your name and/or organization </li></ul></ul><ul><ul><li>Check the results </li></ul></ul><ul><ul><li>Refine search terms if needed </li></ul></ul><ul><ul><li>Subscribe to reader or by email </li></ul></ul><ul><ul><li>Subscribe to Nutshell Mail </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    23. 23. Copyright © 2011 Constant Contact, Inc. Referrals Influence Purchasing Decisions Why referrals? Almost 50% of the primary reason for specific purchase is from individual referral. We have reached a point where 14% of people trust ads and 78% of people trust consumer recommendations <ul><ul><li>Source: Neilsen Global Trust in Advertising Survey, 2007 </li></ul></ul><ul><ul><li>Source: McKinsey Quarterly, 2010 </li></ul></ul>
    24. 24. <ul><li>Business to Business: </li></ul><ul><li>Customers use social media to research before they ever talk to you. </li></ul><ul><ul><li>1) Online research - 63% do the research and find the appropriate solution providers </li></ul></ul><ul><ul><li>2) Talking to users </li></ul></ul><ul><ul><li>3) Talk to vendors </li></ul></ul><ul><ul><li>- How customers choose study, 2009 ITSMA and Pac </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Leverage the pre-contact research to your benefit. - Marketing Sherpa, 2011 Trends You Will Observe
    25. 25. Trends You Will Observe <ul><li>Business To Consumer: </li></ul><ul><li>Watching videos, reading blogs, giving reviews or comments. </li></ul><ul><ul><li>Share advice and knowledge they learned online to people offline. Direct impact on your word of mouth. </li></ul></ul><ul><ul><li>The more someone contributes their own material, the more likely they will share others’ information. </li></ul></ul><ul><li>Nonprofit: </li></ul><ul><ul><li>51% of Nonprofits find email marketing is most effective way to drive new donations. – State of the Nonprofit Industry Survey, Blackbaud 2010 </li></ul></ul><ul><ul><li>Nonprofits on average experience 24.4% list growth yearly. - 2010 Nonprofit Benchmark Study </li></ul></ul><ul><ul><ul><ul><li>Deepening relationships and engagement </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Individuals & small groups are self-organizing around non-profit causes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Facilitating collaboration and crowd sourcing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social change by listening </li></ul></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    26. 26. Measuring Social Media <ul><li>Improved Sales </li></ul><ul><li>72% of marketers who have been using social media for more than 3 years report it had helped them close business. </li></ul><ul><li>– Social Media Marketing Industry Report 2011 </li></ul><ul><ul><li>Self-employed and small business owners with 2 or more employees most achieved this benefit: 48% </li></ul></ul><ul><li>Business Exposure </li></ul><ul><li>Even with a minimal time investment, the vast majority of marketers (81% or higher) indicated their social media efforts increased exposure for their business. </li></ul><ul><li>– Social Media Marketing Industry Report 2011 </li></ul><ul><ul><li>Owners of small businesses (2-100 employees) were more likely than others to report greater exposure – 89.2% reporting benefits. </li></ul></ul>Copyright © 2011 Constant Contact, Inc. <ul><li>Small Business Feels: </li></ul><ul><ul><li>63% has helped make their customers more loyal </li></ul></ul><ul><ul><li>56 % feel it has taken up more time than they expected </li></ul></ul><ul><ul><li>25% feel their investment in social media has made a profit while </li></ul></ul><ul><ul><li>15% feel they have lost money </li></ul></ul><ul><ul><li>46% feel they broke even </li></ul></ul><ul><li>- Small Business Success Index, a survey sponsored by Network Solutions in 2011 </li></ul>Do not be everywhere. Focus on social media that gets you results.
    27. 27. So Many Tools, What Do You Use? <ul><li>You do not need to use all the social media tools out there. </li></ul><ul><ul><li>Use what works best for your target audience, message, mission, and content you want to share. </li></ul></ul><ul><li>Do you need to spend a lot of time doing social media? </li></ul><ul><li>Good advice from Gail Goodman, CEO of Constant Contact: </li></ul><ul><li>“ Keep your time spent in check; doing social media right does not mean doing it a lot.” </li></ul><ul><ul><li>76% of marketers are spending at least 4 hours each week on their social marketing efforts. Just starting out median weekly time is 1 hour; just a few months into it the median is 10 hours. </li></ul></ul><ul><ul><li>After a few months with a few as 6 hours per week, half the marketers have generated qualified leads with social media marketing. </li></ul></ul><ul><ul><ul><ul><ul><li>- Social Media Marketing Industry Report 2010 </li></ul></ul></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    28. 28. Using - Facebook <ul><li>Growth of Use </li></ul><ul><ul><li>75% Facebook was their most valuable network -Online Media Daily 2009 </li></ul></ul><ul><li>Create a Company Page </li></ul><ul><ul><li>Recruit fans/likes, fill with content that is relevant to them not just you. </li></ul></ul><ul><ul><li>Make setting public so they can find you </li></ul></ul><ul><ul><li>Photo & video hosting </li></ul></ul><ul><ul><li>Join/create groups regarding topics of shared interest </li></ul></ul><ul><li>Content Drives Success </li></ul><ul><ul><li>43% of people have unliked a brand on Facebook because their wall was becoming too crowded with marketing messages and they needed to get rid of some. </li></ul></ul><ul><ul><li>- Convince & Convert: Why I’m Competing With You. And You. And You. And You. 2011 </li></ul></ul>Copyright © 2011 Constant Contact, Inc. 70% of small businesses now use Facebook to reach consumers.- MediaPost: Most Popular Marketing Tool For Local Biz: Facebook
    29. 29. Using - Facebook Copyright © 2011 Constant Contact, Inc. <ul><li>Add your own join my mailing list tab to your Facebook page. </li></ul><ul><li>Step by step directions FAQ# 2620 </li></ul><ul><li>Make it worth their while with a valuable calls to action: </li></ul><ul><ul><li>Exclusive information or offers </li></ul></ul><ul><ul><li>Early access to features/products </li></ul></ul>Continue the relationship through email B2B Nonprofit B2C
    30. 30. Using - Facebook <ul><li>Nonprofits </li></ul><ul><ul><li>74% Nonprofits maintain a presence on Facebook; Associations 55%.-Nonprofit Social Network Survey Report, 2009 </li></ul></ul><ul><li>Business to Business </li></ul><ul><ul><li>57% are using social networks; 60% of these are using Facebook </li></ul></ul><ul><ul><li>Goals: 51% for branding; 30% for demand generation- BtoB Magazine 2009 </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    31. 31. Doing what’s right for you Copyright © 2011 Constant Contact, Inc. Nonprofit Tips for Social Media Time Management <ul><li>Facebook Insights help you measure engagement </li></ul><ul><li>Go to your business page </li></ul><ul><li>Click on View Insights – link is on the right side of the page </li></ul><ul><li>Have a look at your Insights to see if your unlikes have increased. If so, try posting less - 3-5 times per week or less. </li></ul><ul><li>If your status updates get very little likes or comments, re-evaluate your content. Your status updates need to be interesting to your supporters. </li></ul><ul><li>Studies show that mornings are the best time to post on Facebook </li></ul><ul><ul><li>Don’t just post in the mornings and never at the same time each and every day. </li></ul></ul><ul><ul><li>- Nonprofit Tech 2.0 Blog 2011 </li></ul></ul>
    32. 32. Using - LinkedIn <ul><li>A social network to manage your professional contacts and relationships </li></ul><ul><ul><li>81% of Business to Business marketers are using LinkedIn .- B to B Magazine </li></ul></ul><ul><ul><li>Find individuals you know in a professional capacity </li></ul></ul><ul><ul><li>Update your profile (think online portfolio of skills) </li></ul></ul><ul><ul><li>Join networks or groups by industry, geography or work history </li></ul></ul><ul><ul><ul><li>Create a network or “brain trust” of peers to provide suggestions on business issues </li></ul></ul></ul><ul><ul><li>Great resource for recruiting attendees to your events </li></ul></ul><ul><ul><li>Showcase your archived educational emails </li></ul></ul><ul><ul><li>Give people a chance to join your email list from your profile page </li></ul></ul><ul><ul><li>Not just for B2B; nonprofits in the mix. </li></ul></ul><ul><ul><ul><li>33% Non-profits using LinkedIn; Associations 52%- Nonprofit Social Network Survey Report, 2009 </li></ul></ul></ul><ul><ul><ul><li>Great resource for recruiting attendees to your events </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    33. 33. Using - LinkedIn Copyright © 2011 Constant Contact, Inc. Listen & Respond <ul><ul><li>Ask questions – use polls and get insight on industry issues. </li></ul></ul><ul><ul><li>Spot trends that affect your business or mentions of your organization in the dialogue. </li></ul></ul><ul><ul><li>Have a good answer? Share it! Link to archived material that will help the group. </li></ul></ul>
    34. 34. Using - Twitter <ul><li>The ultimate instant feedback tool-start listening and engage. Search for: </li></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Complaints </li></ul></ul><ul><ul><li>Current interaction/ about to interact with you </li></ul></ul><ul><ul><li>Blog by Twitter on how business can use it </li></ul></ul><ul><li>But it is a small segment giving the feedback: </li></ul><ul><ul><li>13% of adults who access the Internet use Twitter, and half of those users view it with a cell phone. – Pew Research Center, Internet & American Life 6/2011 </li></ul></ul><ul><li>Of all Internet users, who is on Twitter? </li></ul><ul><ul><li>Men – 14% </li></ul></ul><ul><ul><li>Women – 11% </li></ul></ul><ul><ul><li>Ages </li></ul></ul><ul><ul><ul><li>18 to 29 – 18% </li></ul></ul></ul><ul><ul><ul><li>30 to 49 – 14% </li></ul></ul></ul><ul><ul><li>College educated </li></ul></ul><ul><ul><li>Urban & suburban geography </li></ul></ul>Copyright © 2011 Constant Contact, Inc. – Pew Research Center, Internet & American Life 6/2011 “ Best time to Tweet, 4PM on Fridays”- Nine Scientifically Proven ways to get Retweeted on Twitter, Fast
    35. 35. Using - Twitter <ul><li>Invite people to follow you in your email marketing </li></ul><ul><li>Although they read your emails, it could be new to them you are on Twitter. </li></ul><ul><li>This applies to Facebook and LinkedIn as well. </li></ul>Copyright © 2011 Constant Contact, Inc.
    36. 36. Tweet an Event <ul><li>Reach prospective attendees beyond your email list. </li></ul>Copyright © 2011 Constant Contact, Inc. Use Simple Share to tweet your event and watch how your followers retweet the details. Do not forget to ask them to retweet. Asking and saying “please” really does work!
    37. 37. Tweet a Poll or Survey <ul><li>Find opinions and preferences of prospects or learn what your followers in social media want from you. </li></ul>Copyright © 2011 Constant Contact, Inc.
    38. 38. Customer Example: Boloco Copyright © 2011 Constant Contact, Inc. <ul><li>Name: Sam Chud </li></ul><ul><li>Company: Boloco </li></ul><ul><ul><li>Restaurant chain that sells burritos, snacks and beverages </li></ul></ul><ul><ul><li>Finds value in Facebook, but is more engaged with Twitter </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Runs various promotions to get people in the door </li></ul></ul><ul><ul><ul><li>Events (samplings, trials) </li></ul></ul></ul><ul><ul><ul><li>Free burrito day </li></ul></ul></ul><ul><ul><li>Constantly asks for feedback on Twitter </li></ul></ul><ul><li>“ In every email we send, and on our website, we add – ‘Follow us on Twitter and Become a Facebook Fan.’” </li></ul>Integration with other social media and email marketing Video explains how Boloco does Social Media right!
    39. 39. Blogs <ul><li>Blogs are journals of experts, small businesses or passionate individuals. </li></ul><ul><ul><li>Every topic imagined is covered. Look for topics that interest your audience and follow the blog: </li></ul></ul><ul><ul><li>Sign up for RSS feeds on the ones you pick as a regular read to keep in touch with what is going on. </li></ul></ul><ul><ul><li>A blog is not a website; it is a social tool to extend your relationships. </li></ul></ul><ul><ul><li>People buy from people they like; keep it real and be their friend. </li></ul></ul><ul><ul><li>Be transparent, when you get negative comments. They are the gift of feedback. Address and find something actionable out of them. </li></ul></ul><ul><ul><li>Let the content of your blog + comments feed and support the content of your email newsletters. </li></ul></ul><ul><ul><ul><li>Do not compete but complement with your email marketing! </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc. <ul><li>Be Aware: “Only 16% of people surveyed say they trust corporate blogs”- Consumers Don’t Trust Corporate Blogs, Forrester Research, 2010 </li></ul><ul><li>Why? </li></ul><ul><ul><li>Too much self-promotion, product/service pushing, and little two way communications. </li></ul></ul><ul><li>Details to Consider </li></ul><ul><ul><li>Blogging is a commitment. If you do not update on a regular, predictable basis, you will lose readership. </li></ul></ul><ul><ul><li>Consider writing topics that complement your SEO strategy. </li></ul></ul>
    40. 40. Photo, Videos & Podcasts <ul><li>Increase your interaction and take advantage of user-generated content </li></ul><ul><li>Photos: Create a group on Flickr . Ask your customers to add photos – feature them in your email, blogs, website and social media </li></ul><ul><li>Video: Start a YouTube channel ; c reate your own videos or encourage your fans to film their own. See how far they travel via viral marketing. Link to interesting content in your emails. </li></ul><ul><li>YouTube for Nonprofits: Use calls to action in overlay of video for donation or petition signing, include links for donations. Join the YouTube Nonprofit Program. </li></ul><ul><li>Goldmail : Easily insert video content in your email marketing for that extra engagement. </li></ul><ul><li>Podcasts: 41% listen to podcast s on more than one occasion, 13% stated they frequently listing to podcasts for both personal and business interests. - KnowledgeStorm 2009 </li></ul><ul><ul><li>Constant Contact Podcasts at </li></ul></ul><ul><ul><ul><li>Expert Voices </li></ul></ul></ul><ul><ul><ul><li>Problems Solved! </li></ul></ul></ul><ul><ul><ul><li>Stories from Main Street </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    41. 41. Foursquare, Yelp and Mobile Coupons <ul><li>Smartphones will make up 50% of all phones in use by the end of 2011. – Asymco Interactive, 2010 </li></ul><ul><li>Foursquare: Claim your venue, offer specials, analyze data </li></ul><ul><li>Yelp : Create a business page, get feedback from reviews, offer deals </li></ul><ul><li>Mobile Coupons: More than 50% of those polled said they would like to receive location-based ads, and mobile coupons would be a more appealing incentive than check-ins. – JiWire Mobile Audience Insights Report, 2010 </li></ul>Copyright © 2011 Constant Contact, Inc.
    42. 42. QR Codes Copyright © 2011 Constant Contact, Inc. <ul><li>Use QR codes to keep the interaction going </li></ul><ul><li>Brings the digital world to the real world </li></ul><ul><li>Direct to website information via smartphone </li></ul><ul><li>Get feedback via a poll or short survey that people can access on their phone </li></ul><ul><li>Post video content that is complementary to the event objectives to view via a mobile device </li></ul>Free QR Code generator sites: MGH Marketing Firm Study, March 2011: - 32% of customers said they have used a QR code - 70% plan to use a QR code again or for the first time
    43. 43. Search Engine Optimization <ul><ul><li>The process of increasing the number of visitors to a website by ranking high in the results of a search engine - l et social media and email help your ranking. </li></ul></ul>Copyright © 2011 Constant Contact, Inc. <ul><ul><li>62% of users click on the results within the first page </li></ul></ul><ul><ul><li>90% of users click on the results within the first three pages </li></ul></ul><ul><ul><li>36% of users believe that companies whose websites appear on the top of the search results are the top companies in the field </li></ul></ul><ul><ul><li>Holding #1 natural search can gain 3.5x more clicks than #2 </li></ul></ul><ul><ul><li>- Search Engine User Behavior Study, Jupiter Research </li></ul></ul><ul><li>Search is always changing! </li></ul><ul><ul><li>Google has launched Universal Search </li></ul></ul><ul><ul><ul><li>Running a search in Google not only brings back webpages but includes videos, blogs, images, news articles and Twitter feeds. </li></ul></ul></ul><ul><ul><li>Geotagging </li></ul></ul><ul><ul><ul><li>Based off of where you are, your search results will be weighted to rank results that are geographically closer to you higher. It’s by default on mobile devices and now implemented in regular search. </li></ul></ul></ul>
    44. 44. Are You Easy To Find? <ul><li>It all starts with the right keyword and phrases </li></ul><ul><li>Pick words that best describe what your organization does and the products/services that are offered. </li></ul><ul><ul><li>Look at the terms your competitors or other organizations like you use. </li></ul></ul><ul><ul><li>Focus on words that people actually search on, stay away from internal jargon. </li></ul></ul><ul><ul><li>Check out how the words you think you want to use with Google or WordTracker. </li></ul></ul>Copyright © 2011 Constant Contact, Inc. <ul><li>Apply these lessons to your email </li></ul><ul><ul><li>Populate the keyword/phrases in your articles </li></ul></ul><ul><ul><ul><li>This includes headers, titles, and body copy </li></ul></ul></ul><ul><ul><li>Multiple articles? Link to multiple locations </li></ul></ul><ul><ul><li>Be smart with your title - use keywords </li></ul></ul><ul><ul><li>Description for images- use keywords </li></ul></ul><ul><ul><li>Logical URL for the links </li></ul></ul><ul><ul><li>Link to other content on your site </li></ul></ul>
    45. 45. Use Email Marketing To Continue The Relationship <ul><li>Strategic placement of the sign up box to join your email communications list. </li></ul><ul><ul><li>Place in visible location </li></ul></ul><ul><ul><li>Think about putting it in a number of locations that are landing pages for search engines </li></ul></ul><ul><ul><li>Be sure what you are offering with email marketing has perceived value </li></ul></ul><ul><ul><li>Sign up options should match the landing page content and sourcing information. </li></ul></ul><ul><ul><li>Do not provide many general choices </li></ul></ul><ul><ul><li>Set expectation of frequency and content of communications </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Based on search engine optimization:
    46. 46. Plan What Information Goes Where <ul><li>The key is that social media by itself can be effective, but social media used to juice up other tactics can be exponentially more powerful. – Social Media is Not the Silver Bullet , Shannon Rogers, Web Advantage 2010 </li></ul><ul><ul><li>ID your goals, the messages to send, and the right channels for each </li></ul></ul><ul><ul><li>Create a plan on what in what sequence the content is posted in what channel. Watch for effects </li></ul></ul><ul><ul><li>Set up feedback loops; appreciate any and all feedback left even if negative. Learn to use, assess and change order/channels as needed </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Social Media Website/SEO Email Marketing General information interesting to the marketplace Particular insight or value provided by your organization Applying your particular insight and how it directly benefits the reader Actions: Engaging in the conversations, promoting interesting ideas and information Actions: Use of keywords highlighting your knowledge to drive traffic and sign up Actions: Deliver practical value to readers, nurturing leads and closing the sale
    47. 47. Keep The Communication Cycle Going Copyright © 2011 Constant Contact, Inc. Remember email is the base that drives the content to feed social media and SEO. Social media and SEO bring you more exposure and grows your list. Email closes the deal and nurtures the long-term relationship. Social Media; Blogs, Search Engine Optimization- General interest in your organization/services Email Newsletters- Deepen and nurture the relationship Email Promotion- Benefits and closing the sale Testimonials, Feedback and Referrals Feeding Content
    48. 48. Want More On What We Covered Today? <ul><ul><li>Email Marketing Demo </li></ul></ul><ul><ul><li>Building Better Lists </li></ul></ul><ul><ul><li>Power of Social Media </li></ul></ul><ul><ul><li>Promotions Planning and Design </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Want to attend more free live webinars? Check out the upcoming sessions in our Learning Center at . Suggested Next Webinars Questions? You have a consultant here to help at 1-866-876-8464 To get started, sign up for your FREE 60 day trial here: Continue the learning via Twitter #CTCTSocial or #socialmedia Follow @Htoby, @azurecollier or @ConstantContact
    49. 49. SEO Tips <ul><li>Images should not be the whole message on the website </li></ul><ul><ul><li>Design site in mostly HTML text, avoid over use of flash animation and images. </li></ul></ul><ul><ul><ul><li>If using images: Alt text to accurate describes images used. Up to 35 characters, aligns with image name, include keywords when appropriate </li></ul></ul></ul><ul><ul><li>Site navigation should be in HTML and use keywords to describe the page. </li></ul></ul><ul><ul><li>Use links the right way on your website </li></ul></ul><ul><ul><li>Make sure your page URLs are concise and contain your keywords; use hyphens not underscores. </li></ul></ul><ul><ul><li>Link all pages to at least another page; do not create dead ends for the reader or spiders. </li></ul></ul><ul><ul><li>Put links in the body of the text of the page of the most relevant/thematically based page on your site. </li></ul></ul><ul><ul><li>Never use Click Here. </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    50. 50. SEO Tips <ul><li>Each page should have rich metadata (info about the page) to help you be found. </li></ul><ul><li>Title Tags : Determine what the page is about for the spiders; use 65 characters, keywords at the start of the tag; make sure it’s at the top of your page. </li></ul><ul><li>Meta Description : Accurate description of the content of the page. Typically shown in the results of the search. Makes or breaks the links. </li></ul><ul><ul><li>Typically 160 characters, unique, describes content of the individual page, matches the title tags on the page, use important key phrases, include a call to action to help get the click, use proper grammar and not just phrases. </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    51. 51. SEO Tips <ul><li>Get links to you - inbound links from other websites pointing at yours. </li></ul><ul><ul><li>NEVER buy links, think quality over quantity; related associations in your area/us are more valuable than an unrelated business from over seas. Related online communities and blogs are useful. </li></ul></ul><ul><li>Guest blog - write articles and leverage your byline. </li></ul><ul><li>Volunteer to write content for sites and organizations that are related to your business. </li></ul><ul><ul><li>Make sure it features your name , business name and links to your site . </li></ul></ul><ul><ul><li>Search engines bring traffic to those sites and you can pick up traffic. </li></ul></ul><ul><ul><li>Everyone wins - guest writer (blogger), the blog owner and the reader. </li></ul></ul><ul><li>Email to drive traffic - Newsletters drive direct traffic. Forget “build it and they will come.” </li></ul><ul><ul><li>It creates a spike in Web traffic that lasts for 48 hours. Featured articles get the highest traffic; articles not liked get the lowest read counts. By every metric traffic increases dramatically when people are “pushed” to the site.- Marketing Sherpa Marketing Wisdom for 2010 </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    52. 52. SEO Tips <ul><li>Relevant Blogs - Hubspot 3/2010 </li></ul><ul><ul><li>97% more inbound links for companies that blog </li></ul></ul><ul><ul><li>55% more website visitors for companies that blog </li></ul></ul><ul><ul><li>46% companies who blog have gotten revenue because of their blog </li></ul></ul><ul><ul><li>Direct relationship between the number of times blog is updated and customer acquisition; blogging helps increase your reach into social media </li></ul></ul><ul><li>Twitter Feeds - </li></ul><ul><li>“ Within a matter of weeks Twitter became one of the top referrals to our website. And Twitter visitors would spend more time in the site than others who came from other marketing programs. If we didn’t experiment, we would never have know that social media could be as helpful as paid media in drawing visitors.” -Howard Sholkin IDG communications, Marketing Sherpa Marketing Wisdom for 2010 </li></ul><ul><li>Keep your social media pages up to date on all you’re doing with related inbound links to your website. </li></ul><ul><li>Develop an all inclusive HTML sitemap </li></ul><ul><ul><li>Check out the standard guidelines put out by Google </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    53. 53. SEO Tips <ul><li>Pay for Placements </li></ul><ul><ul><li>Positive: Places you right in front of the individuals/ marketplaces you want. </li></ul></ul><ul><ul><li>Negative: Bidding wars for particular terms can put them out of your budget. </li></ul></ul><ul><li>Pay Per Performance/ Net Buy </li></ul><ul><ul><li>Pay only when you get </li></ul></ul><ul><ul><ul><li>A Click (CPC) </li></ul></ul></ul><ul><ul><ul><li>A Sale (CPA) </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Value Click </li></ul></ul>Copyright © 2011 Constant Contact, Inc. What has been your experience? Is an SEO Paid Search Right For You?
    54. 54. SEO Tips <ul><li>Guide to Getting Found Online </li></ul><ul><ul><li>The difference between natural and paid search listings </li></ul></ul><ul><ul><li>Getting your website in shape for visitors </li></ul></ul><ul><ul><li>Optimizing your site’s content for your keyword phrases </li></ul></ul><ul><ul><li>Getting your website “crawled” by the search engines </li></ul></ul><ul><ul><li>Tracking and measuring results </li></ul></ul>Copyright © 2011 Constant Contact, Inc. constantcontact &SiteId=654   
    55. 55. SEO Tips <ul><li> </li></ul><ul><li>HARO </li></ul><ul><li>Help out a reporter (HARO)-email update 3 times a day with reporters request for story info. You contact if you fit. Free PR if you are a good fit. </li></ul><ul><li>Pitch to Community Papers </li></ul><ul><ul><li>Includes Your Org Name and Website Address </li></ul></ul><ul><ul><li>Potential to be picked up by the journalists from larger media groups </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Press Release Templates
    56. 56. Facebook Tips Copyright © 2011 Constant Contact, Inc. <ul><li>Create a business page </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Facebook has FAQs, directions on how to create an account for your organization </li></ul></ul>
    57. 57. Twitter Tips <ul><li>Establish a brand in all accounts, pick a good username </li></ul><ul><ul><li>Check to see possible usernames have not been taken. </li></ul></ul><ul><ul><li>Do not use a small picture as your avatar, use an in-focus picture 400 x300 px </li></ul></ul><ul><ul><li>Use 160 character bio to explain who you are </li></ul></ul><ul><ul><li>Shrink up URLs in tweets with, use the tracking to see how far your message goes </li></ul></ul><ul><li>Must interact to be effective; tools that make it easier. </li></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Tweetdeck </li></ul></ul><ul><ul><li>Follow Base - A twitter CRM starter kit and free service. You can organize tweets into mentions, ideas, problems and questions. </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    58. 58. Twitter Tips: Far and Away Cycling <ul><li>Twitter </li></ul><ul><ul><li>Provides links back to his blog, newsletters and his Facebook page </li></ul></ul><ul><ul><li>Promotion examples: </li></ul></ul><ul><ul><ul><li>$300 off Corsica bike tour (links to his latest newsletter) </li></ul></ul></ul><ul><ul><ul><li>Send a note on Facebook and win a free cycling jersey (links back to his Facebook Fan page) </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    59. 59. Blogging and B2C and B2B Leads Source: State of Inbound Marketing Lead Generation Report -
    60. 60. Tell Them You Are On Social Media And What To Expect Copyright © 2011 Constant Contact, Inc. <ul><li>Email Announcement </li></ul><ul><li>Use social media email templates – let your readers know that you’re using Facebook, Twitter and LinkedIn. </li></ul><ul><li>Include a welcome message – set the tone for your readers and let them know what to expect from you on these sites. </li></ul>
    61. 61. Want more details on social networks? Copyright © 2011 Constant Contact, Inc. Dave Gowel of Clearly Creative [email_address]
    62. 62. Additional Resources <ul><li>Network Solutions -  Website Design: </li></ul><ul><li>Free custom website builder with the Constant Contact Stamp (seal of approval). Network Solutions offers you the chance to design a custom webpage for you or your clients. </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Copyright © 2011 Constant Contact, Inc.