Social Media for Small Businesses

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This presentation looks at the consumer perspective and the small business perspective on social media marketing and what Constant Contact is doing about it.

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  • CHRIS: INTRO
  • CHRIS
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  • JOSH
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  • JOSHOur job is to do the work for them – they don’t read mashable, emarketer, tech crunch, etc.They want the info they need to know in a time and cost-effective wayContribute education
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  • CHRISNOTE: I (CN) highlighted items that may help small businesses guide their content strategy for SMM (re: what types of content gets most widely shared through SM in general). The rest of the stuff is interesting but less likely to be something most small businesses can actually capitalize on.
  • CHRIS
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  • JOSHMarketing: Dedicated social media marketing expert who pushes out educational, informative and engaging content through Facebook and TwitterSupport: We have a team monitoring social channels and a dedicated Twitter Support handle that deals with customer issues proactivelyMonitoring: We use Radian6, Facebook Insights, and Twitalyzer to monitor the conversation about our brand, products, and customers… and on a personal level I used our free tool NutshellMail
  • JOSHLots of buzz and chatter within the echo chamber (twitter and quora are good examples in social) when it takes an extended period of time to get most people on board. For small businesses, its not about reaching early adopters, it’s about better engaging customers and prospects of their business.
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  • CHRISRemind the audience that these guys don’t, won’t or can’t read things like mashable and techcrunch.
  • JOSHNot meant to disparage small businesses by any means, but the overall number of social networks is overwhelming for even the largest organizations. When moving people along, start with the networks that are likely to give them the biggest benefit – Facebook, Twitter and linkedin… and for most people its really facebook and then the rest.
  • CHRISNot meant to disparage small businesses by any means, but the overall number of social networks is overwhelming for even the largest organizations. When moving people along, start with the networks that are likely to give them the biggest benefit – facebook, twitter and linkedin… and for most people its really facebook and then the rest.
  • CHRISGetting more fans and followers is not a business goal!
  • JOSHBased on what we have learned in this and other studies….
  • JOSH: OPEN IT UP FOR Q&A
  • Social Media for Small Businesses

    1. 1. How the Social Media Landscape Is Changing for Small Businesses and Nonprofits<br />How Constant Contact Is Helping Small Businesses Take Advantage of Social Media<br />Chris Neal, Chadwick Martin Bailey<br />Josh Mendelsohn, Constant Contact@mendelj2<br />
    2. 2. Today’s Presentation<br />
    3. 3. Who is Chadwick Martin Bailey?<br />Founded in 1984<br />65 employees in Boston<br />Global, full-service custom market research company<br />Dedicated practices in retail, travel, financial services, ecommerce, insurance and technology verticals<br />Specialize in brand, segmentation, product, and customer loyalty research<br />Put out regular research results through our Consumer Pulse and Tech Pulse programs<br />
    4. 4. The CMB Consumer Pulse<br />
    5. 5. Who is Constant Contact?<br />Focused on helping small businesses and non profits be successful through email marketing, social media marketing, and event marketing<br />Based in Waltham, MA<br />Over 430,000 paying customers<br />All Constant Contact products come with unrivaled knowhow, education and free coaching with a personal touch, including award-winning customer support<br />
    6. 6. Why should we care about social media for small business?<br />There are over 11 million small businesses with 20 or less employees<br />… And social media marketing allows them to compete with big brands in a way they never could before.  <br />
    7. 7. Constant Contact’s challenge<br />Act like a big company, think like a small business<br />Insert ourselves into their overworked schedule and limited budget<br />Move away from just being an email marketing company<br />
    8. 8. Social media marketing is the new word of mouth<br />We all know that word of mouth marketing is one of the best ways to drive new business.<br />In the past, we would provide a good customer experience and just hope that our customers would tell their friends about us.<br />In today’s world, social media makes spreading the word as easy as clicking a button. That means through proper messaging you can now encourage and enable Word of Mouth, and even identify and reward those who are advocating for you.<br />
    9. 9. You Must Provide a Great Customer Experience<br />Interlude: The fundamental social media principal, regardless of size<br />There is No Social Media Marketing Cure for Sucking<br />
    10. 10. 75% of people are somewhat or highly likely to share content they like online with friends, co-workers or family<br />….49% do this at least weekly<br />*CMB Consumer Pulse 2010 (n= 1504) <br />10<br />
    11. 11. If people like the content, they are likely to share it<br />*CMB Consumer Pulse 2010 (n=1504)<br />11<br />
    12. 12. The new WOM: social media keeps consumers engaged and recommending their brand<br />Likelihood to Recommend<br />56%<br />60%<br />Base: Those who are a fan of brands on Facebook●Q32e: Are you more likely to buy since becoming a fan? Q32f: Are you more likely to recommend to a friend since becoming a fan? Base: Those who follow brands on Twitter●Q34e: Are you more likely to buy since becoming a follower? Q34f: Are you more likely to recommend to a friend since becoming a follower? <br />
    13. 13. 51% of Facebook fans say they are more likely to buy since “liking” a brand on Facebook<br />Likelihood to Buy<br />51%<br />51%<br />Base: Those who are a fan of brands on Facebook●Q32e: Are you more likely to buy since becoming a fan? <br />Base: Those who follow brands on Twitter ●Q34e: Are you more likely to buy since becoming a follower? <br />
    14. 14. The challenges facing companies bothlarge and small…<br />
    15. 15. Larger companies have their own set of challenges…<br />Audience G<br />Audience D<br />Audience A<br />Audience H<br />Audience C<br />Audience E<br />Audience B<br />Audience F<br />Retailers<br />Consumers<br />OEMs<br />(Original Equipment Manufacturers)<br />Joe’s<br />Electronics<br />ACME<br />Computers<br />VARs<br />(Value Added Resellers)<br />Companies<br />System Builders<br />
    16. 16. All companies face pressure to invest heavily in all social media types for all audiences<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br />High time and/or budget investment level<br />
    17. 17. Companies with diverse target audiences have particularly difficult challenges …<br />Even large companies must be smart about social media marketing investment: can’t commit to blanket marketing of all target audiences<br />And social media web-scraping tools do not always tell the whole story…<br />Who is talking or listening? What is the actual impactof these online conversations on your company, if any? <br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />*<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Social Networks<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Blogs<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Twitter<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Online Forums<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />Other Social Media<br />* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
    18. 18. Companies large and small must pick their battles wisely<br />They need to determine how much to invest in each form of social media, and do it more effectively<br />Audience C<br />Audience F<br />Audience G<br />Audience D<br />Audience B<br />Audience A<br />Audience E<br />Audience H<br />*<br />Social Networks<br />Blogs<br />Twitter<br />Online Forums<br />Other Social Media<br /><ul><li>Small companies may have less complicated paths to market, but they have fewer marketing resources or time available to navigate the changing landscape…</li></ul>* MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS<br />
    19. 19. What Constant Contact does with social media: reaching small organizations<br />Marketing <br />and PR<br />Customer Support and Community<br />CustomerEngagement<br />Monitoring<br />
    20. 20. But for smaller organizations (and most consumers), social media is like TiVo <br />(The buzz is years and years ahead of adoption)<br />
    21. 21. For example, in our local workshops we hear questions like… <br />How is a Facebook profile different than a Facebook Page and do I really need both?<br />What the @#*& is a Tweet?<br />Are my customers really on Facebook? That seems like its just for kids and teens.<br />Will my customers really share my messages?<br />
    22. 22. So, how do you help small businesses be successful if they don’t know where to start?<br />
    23. 23. Small businesses already “get” that social media can help them, but many need education & coaching<br />“Social media marketing can help my organization succeed”<br />79%<br />“I wish I knew more about how to use social media marketing”<br />53%<br />*This study included small businesses who are, or are considering using social media marketing in the next 12 months<br />
    24. 24. Small businesses currently grab whatever SMM educational material they can get….<br />Base: xxx ●Q21: Which of the following sources of information or training tools has your organization used to learn more about using social media marketing for your organization?<br />
    25. 25. Don’t get distracted by shiny objects; start with the big three<br />
    26. 26. Don’t get distracted by shiny objects; start with the big three<br />Top three Small biz networks from cmb study<br />Base: xxx ●Q13: Now we’re going to focus on social media marketing channels. What types of social media marketing channels does your organization currently use, and which other ones is it likely to start using in the future?<br />
    27. 27. Focus on business goals, not cool technology<br />Increasing your Facebook fan base, Twitter followers and blog readers is simply a means to an end…not a success metric in its own right<br />Base: xxx ●Q23: What are you trying to accomplish with social media marketing?<br />
    28. 28. What we’re doing about it<br />Who<br />Employees, Coaches, and Support<br />Customers<br />Prospects<br />How<br /><ul><li>Web-based learning
    29. 29. PDF’s and guides
    30. 30. Webinars
    31. 31. Blog Posts
    32. 32. Social Channels
    33. 33. More…</li></li></ul><li>What we’re doing about it<br />
    34. 34. Key Takeaways<br />
    35. 35. Contact Information<br />

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