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.

1. Holly A. Fisher | May 2015
Social Media: What’s
Right for Your
Business?

2. Top Social Networks
* Facebook
* Twitter
* Instagram

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?

5. 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

7. 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

8. Facebook: the Pros
1. It’s free.
2. Trackable.
3. Your audience is probably
already there.

9. Facebook: the Cons
1. It’s not totally free (advertising).
2. It requires good content.
3. It requires constant care and
feeding.

10. 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

12. Content
Most common reason to unlike a
Facebook page is uninteresting
posts.
Source: Digital Insights

15. 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.

16. 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.

18. 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

20. Twitter: the Pros
1. It’s free.
2. Highly interactive.
3. Searchable.

21. Twitter: the Cons
1. Saturated (500 million
Tweets/day).
2. Can be overwhelming.
3. It requires constant care and
feeding.

22. Twitter Terms
Tweet (140 characters)
Retweet (RT)
Direct Message (DM)
What’s the @ symbol all about?
@hollyannfisher
Hashtag #

23. 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.

24. 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).

25. Content
* Photos
* Quotes
* Links to other useful content
* Give people a glimpse into what
you do
* Lightly promote your products
and services
* Blog posts

26. 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.

27. 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.

29. 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

30. Instagram: the Pros
1. It’s free.
2. It’s easy and quick.
3. Great for a younger
audience.

31. Instagram: the Cons
1. Requires good visuals.
2. You need to be available in
real-time.
3. It requires constant care
and feeding.

32. 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.

33. Your Photos
* Filters
* Hashtags (lots! 11+ get
the most interaction)
* Tag other users
* Add location

34. 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)

35. 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)

36. Content
* Real-time events.
* Behind the scenes of your
organization.
* “Real-life” activities.
* Instagram videos (3-15
seconds).

37. When & How Often
Multiple times a day if you can.

38. Holly Fisher | May 2015
Creating an Effective
& Engaging Email
Marketing Program

39. 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

40. Source: VisibleGains

41. 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

42.  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)

43.  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

44. Why Use Email?
Marketing
Email should be one piece of your
marketing campaign … and it’s
an important one.

45. Why Use Email?
-Connect with existing customers
-Connect with potential customers
-Stay in front of your audience
-Showcase your work, share
news
-Make sales

46. Why Use Email?
-Share breaking news,
specials
-Integrate with other forms of
communication (social media)
-Drive website traffic
-Free or low-cost

47. Source: iContact Survey | 2013

48. Create Your Company
or Organization Email

49. Determine the Goals
-Customer engagement
-Education
-Awareness
-Drive website traffic
-Boost sales
-Inform about event
-____________

50. Determine the
Audience(s)
How many lists will you have?
-Existing customers
-Potential customers
-Vendors
-General news list

51. 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

52. 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

53. 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.

54. 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

55. Tools
-MailChimp
-Constant Contact
-MadMimi

56. 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

57. 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

58. 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”

59. 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.

60. 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.

61. 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.

62. Mobile Email
2 out of 3 Americans own a
smartphone …
That means your emails should
be mobile-friendly.
Entrepreneur.com

63. What people are doing on their phones, 2013 – MarketingLand.com

64. 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

65. Mobile Email
Design your email for mobile
readers.
Test it on different devices.

66. Mobile Email
http://savvypanda.com

67. Questions?
Holly A. Fisher
www.HAFCreative.com
holly@HAFCreative.com
@hollyannfisher