Social Media Monitoring for SMBs

788 views

Published on

Mark Schmulen of Constant Contact explains how SMBs can use social media monitoring to increase sales and reduce marketing costs. Presentation taken from Monitoring Social Media Boston, 5th Oct 2010.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
788
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The Influencer of Today has Changed: It’s now you or meIt’s Word-of-Mouth in the digital age:It’s easy to share and forward messagesReach more people, quicklyPositive endorsements help your brandNegative feedback can hurt your brandYour Fans and Followers can Become Your Brand Ambassadors, Endorsing You and building long-lasting positive buzz
  • Regardless of technologies applied, the human relationship cycle does not change.
  • Email marketing allows you to build trusting relationships and nurture early relationships, while acquiring some new customers from your passionate customersSocial media marketing uses your raving fans to acquire new customers, connect with prospects and begin nurturing deeper relationshipsEmail marketing should encourage broader relationships through social media marketingSocial media marketing should encourage deeper relationships through email marketing
  • Section Break: Why Market Using Social Media?Creating a PresenceKick-Starting your Following and Building over TimeUsing Content that Inspires SharingMaking it a Part of Every DayDefining Social Media Marketing Success for Small Businesses
  • Section Break: What is Social Media Marketing?
  • Social Media Monitoring for SMBs

    1. 1. Social Media Marketing for SMBs<br />How To Monitor & Measure $uccess?<br />
    2. 2. Introduction<br />Mark SchmulenGeneral Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com<br /> Blog: http://blogs.constantcontact.com/<br /> facebook.com/mschmulen<br />@mschmulen<br /> linkedin.com/in/markschmulen<br />
    3. 3. Waving the Banner for Social Media<br />
    4. 4. But What About The Rest Of Us?<br />
    5. 5. Fundamental Principal #1<br />You Must Provide a Great Customer Experience<br />There is No Cure for Sucking<br />
    6. 6. Social Media is the New Word of Mouth<br />6<br />Source: Neilson Global Trust in Advertising Survey, 2007<br />
    7. 7. Social Media Endorsements Lead to Purchase<br />Copyright © 2010 Constant Contact, Inc.<br />7<br />51%of the U.S. sample of the survey had purchased a product based on an online recommendation. <br />
    8. 8. It’s All About the Customer<br />“Over the years, the number one driver of our growth at Zappos has been repeat customers and word of mouth.”<br />- Tony Hsieh, Delivering Happiness<br />
    9. 9. Fundamental Principal #2<br />Marketing Does Not End After The Sale<br />Effective Marketing Begins During & Continues After The Sale<br />
    10. 10. These Guys Are Mad<br />Copyright © 2010 Constant Contact, Inc.<br />10<br />
    11. 11. New tools have changed the game.<br />Businessesfocus on acquisition<br />Revenue and profit are generated by repeat customers<br />Traditional Marketing<br />Interactive Marketing<br />
    12. 12. Apply New Tools To The Cycle<br />Prospect<br />Start with your passionate customers and <br />interesting content<br />Fan<br />Suspect<br />Email Marketing<br />Social Media Marketing<br />Customer<br />
    13. 13. What is Marketing?<br />Elicits a Physical & Measurable Response<br />
    14. 14. Interactive Marketing Adds a New Element<br />& Emotional<br />Elicits a Physical & Measurable Response<br />
    15. 15. This is just funny<br />& Emotional<br />Elicits a Physical & Measurable Response<br />
    16. 16. Measuring the Response<br />The Physical<br />The Emotional<br /><ul><li>Likes
    17. 17. Shares
    18. 18. Retweets
    19. 19. Mentions
    20. 20. User Reviews
    21. 21. Sentiment
    22. 22. Clicks
    23. 23. Opens
    24. 24. Page Views
    25. 25. Fans
    26. 26. Followers
    27. 27. Subscribers</li></ul>How does this translate into $$$?<br />
    28. 28. Know Your Funnel<br />But Know That You Can’t Measure Everything<br />
    29. 29. Copyright © 2010 Constant Contact, Inc.<br />Doing it Well: Lessons from the Real World of SMB’s<br />18<br />
    30. 30. Dingo <br />Dingo had 330 Likes on Facebook & 8,934 Email subscribers<br />They wanted to get to 5,000 Likes & add more email Subscribers<br />Dingo decided to launch their own “Groupon” Campaign<br />
    31. 31. Dingo<br />Dingo sent an Email Campaign to 8,934 subscribers<br />
    32. 32. Dingo<br />Dingo sent an Email Campaign to 8,934 subscribers<br />Dingo shared the offer on Facebook and Twitter<br />
    33. 33. Dingo<br />Dingo sent an Email Campaign to 8,934 subscribers<br />Dingo shared the offer on Facebook and Twitter<br />Dingo had its fans join their email list through the CTCT Facebook App<br />
    34. 34. Dingo<br />Dingo sent an Email Campaign to 8,934 subscribers<br />Dingo shared the offer on Facebook and Twitter<br />Dingo had its fans join their email list through the CTCT Facebook App<br />Dingo kept their fans up to date on their progress<br />
    35. 35. Dingo<br />Dingo sent an Email Campaign to 8,934 subscribers<br />Dingo shared the offer on Facebook and Twitter<br />Dingo had its fans join their email list through the CTCT Facebook App<br />Dingo kept their fans up to date on their progress<br />Dingo’s fans shared their campaign through social networks and on their own Blogs<br />
    36. 36. Dingo<br />Dingo now has 6,329 Likes and 14,140 Subscribers<br />It took them 3 days!<br />
    37. 37. Dingo: It’s all about building Community<br />
    38. 38. Dingo: The Important Results<br />Monthly Sales Grew 22%<br />New Customers Account for45% of that Growth <br />
    39. 39. Glamour Nails<br />Galmour Nails is a nail salon and spa located in Austin TX<br />Dom, the owner, just started with social media marketing<br />Dom wanted to know which channel is most effective<br />Dom targeted his customers through Facebook, Twitter & Email with different messages<br />Dom used a low-tech way to find some very valuable data<br />Say “I Love Dom” to get 20% of your next manicure<br />Say “I Love Glamour Nails” to get 20% of your next manicure<br />Say “I Love Getting My Nails Done” to get 20% of your next manicure<br />
    40. 40. Glamour Nails<br />Your Customers Want Choices<br />Find Out Where They Are<br />
    41. 41. CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.<br />Measuring Social Email<br />
    42. 42. The Swinery<br />The Swinery is a butcher shop in Seattle<br />They sent an email newsletter to 3,765 subscribers<br />Received 816 opens (22%)<br />But it was Viewed an additional 485 times & Liked by 181 readers<br />Represents a 60% increase in reach<br />
    43. 43. Copyright © 2010 Constant Contact, Inc.<br />Make It Easy On Yourself: Use the Tools<br />32<br />
    44. 44. Problems with Monitoring Social Media<br />33<br />
    45. 45. NutshellMail Keeps You Connected<br />34<br />We Make It Simple To Be Social<br />It’s Free!<br />www.NutshellMail.com<br />
    46. 46. NutshellMail is Your Personal Assistant<br />35<br />
    47. 47. NutshellMail Delivers On Your Schedule<br />Copyright © 2010 Constant Contact, Inc.<br />36<br />
    48. 48. 37<br />Directly To Your Email Inbox<br />
    49. 49. Q & A<br />Mark SchmulenGeneral Manager of Social Media Constant Contact Email: mschmulen@constantcontact.com<br /> Blog: http://blogs.constantcontact.com/<br /> facebook.com/mschmulen<br />@mschmulen<br /> linkedin.com/in/markschmulen<br />

    ×