Mark schmulen prensentation

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Mark schmulen prensentation

  1. 1. Social Media Marketing for SMBs Driving Real Business Results
  2. 2. Introduction Mark Schmulen General Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com Blog: http://blogs.constantcontact.com/ facebook.com/mschmulen @nutshellmail linkedin.com/mschmulen
  3. 3. Waving the Banner for Social Media
  4. 4. But What About The Rest Of Us?
  5. 5. Meet the Small Business Owner ■ She has less than 20 employees ■ She wears many hats ■ She is time constrained ■ She is not a techie ■ She accounts for 78% of all U.S. businesses
  6. 6. U.S. Small Businesses find Social Media to be important Tools for Marketing Important Tools for Marketing My Business n=4,459, U.S. Small Businesses Website 92% Email marketing 88% In person Event Marketing 64% Find Social Media 51% Facebook 51% Tool Important Online advertising 44% Direct mail 41% 51% Facebook Telephone 40% Blogs 29% 29% Blogs LinkedIn 27% 27% LinkedIn Twitter 26% 26% Twitter Online surveys 20% YouTube 16% YouTube 16% Other 10% 5% MeetUp Meetup 5% 4% MySpace MySpace 0 4% 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Source: 2010 Small Business Attitudes & Outlook Survey , Feb-Apr; 29% sole proprietor, 62%1 to 25 employees, 9% over 25 employees Copyright © 2010 Constant Contact, Inc. 6
  7. 7. Why do we “market”? We Want More… More!  Customers  Clients  Volunteers  Donors / Members  Brand Awareness  Sales  Website Traffic  Time in the day!
  8. 8. New tools have changed the game. Traditional Marketing Interactive Marketing Find Find Businesses focus on acquisition Revenue and profit Convert Convert are generated by repeat customers Keep Keep
  9. 9. The Relationship Cycle Has NOT Changed. Customer Grow Engagement Cycle Engage
  10. 10. People Typically Fall Into 5 Buckets Disinterested Suspects Prospects Customers Raving & Members Fans
  11. 11. Apply New Tools To The Cycle Suspect Start with your passionate customers and interesting content Fan Prospect Social Media Email Marketing Marketing Customer
  12. 12. Social Media is the New Word of Mouth Source: Neilson Global Trust in Advertising Survey, 2007 12
  13. 13. Social Media Endorsements Lead to Purchase 51% of the U.S. sample of the survey had purchased a product based on an online recommendation. Copyright © 2010 Constant Contact, Inc. 13
  14. 14. Social Media Marketing is… Building your social network of fans, followers, and connections, using Relevant and interesting content that allows you to Reach and engage more people and Drive more business. Copyright © 2010 Constant Contact, Inc. 14
  15. 15. Email & Social Media Go Hand-In-Hand Email Marketing Social Media Marketing  Permission Based  Two-way Dialog  Personal, Relevant, Anticipated  Humanize the Brand  Rise Above the Noise  Facilitates Word of Mouth Together, they help you to build to deep relationships with your customers and to reach new audiences
  16. 16. Doing it Well: Lessons from the Real World of SMB’s  Leverage all Channels  Your Customers Want Choices  Email is The Hub  Email & Social Go Hand-in-Hand Copyright © 2010 Constant Contact, Inc. 16
  17. 17. Dingo Dingo had 330 Likes on Facebook & 8,934 Email subscribers They wanted to get to 5,000 Likes & add more email Subscribers Dingo decided to launch their own “Groupon” Campaign
  18. 18. Dingo Dingo sent an Email Campaign to 8,934 subscribers
  19. 19. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter
  20. 20. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App
  21. 21. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App Dingo kept their fans up to date on their progress
  22. 22. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App Dingo kept their fans up to date on their progress Dingo’s fans shared their campaign through social networks and on their own Blogs
  23. 23. Dingo Dingo now has 6,329 Likes and 14,140 Subscribers It took them 3 days!
  24. 24. Dingo How many days will it take them to reach 25,000?
  25. 25. Glamour Nails Galmour Nails is a nail salon and spa located in Austin TX Say “I Love Dom” to get 20% of your next manicure Dom, the owner, just started with social media marketing Dom wanted to know which channel is most effective Say “I Love Glamour Nails” to get 20% of your next manicure Dom targeted his customers through Facebook, Twitter & Email with different messages Dom used a low-tech way to find some very valuable data Say “I Love Getting My Nails Done” to get 20% of your next manicure
  26. 26. Glamour Nails Your Customers Want Choices Email Facebook Twitter
  27. 27. In A Pickle In A Pickle is a local favorite restaurant in Waltham, MA But, they are everywhere on the Web In A Pickle sends a weekly newsletter to update customers of special deals, new menu items, and events They use social media to experiment, push on-the-fly specials, get feedback from customers & build community They credit Email as the Hub that brings everything together
  28. 28. In A Pickle
  29. 29. What Happens When We Put It All Together? Copyright © 2010 Constant Contact, Inc. 29
  30. 30. Join My List on Facebook and Twitter 30
  31. 31. Add follow buttons to your email 31 CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
  32. 32. Email  Social: easy and effective 32
  33. 33. The Social Webpage View of your email 33
  34. 34. Measure Effectiveness with Social Stats 34
  35. 35. The Swinery The Swinery is a butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) But it was Viewed an additional 485 times & Liked by 181 readers Represents a 60% increase in reach
  36. 36. Q&A Mark Schmulen General Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com Blog: http://blogs.constantcontact.com/ facebook.com/mschmulen @nutshellmail linkedin.com/mschmulen

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