Uploaded bySteve Gasser
Social Media Breakfast Central MN - Openning
Steve Gasser is the Chief Evangelist for Vivid Image and hosts a monthly breakfast called Vision for Central MN. The breakfast brings together local marketers, business owners, students and entrepreneurs to network, learn best practices, and discuss social media strategies for business. Attendees can get advanced ticket sales, blog posts, and other benefits. The next breakfast will focus on having a social media policy for employees, with a keynote on importance and a panel discussion covering related legal topics. Next steps mentioned include providing feedback on Facebook, downloading event materials, inviting others, completing a survey, and getting involved in organizing future events.
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Social Media Breakfast Central MN - Openning
- 2. Steve Gasser Chief Evangelistfor Vivid Image steve@vimm.com facebook.com/VividImageInc @stevegasser http://www.linkedin.com/in/StephenGasser Text ‘VIVID’ to 42828 to join my mailing list Your Host
- 3. Vision for CentralMN • The place local marketers and business owners come to be inspired and learn what is working and not working to build their business.
- 4. What is SMB: ‘Feed your belly and your brain’ ™ • Face-to-face networking: Bring together marketers, PR pros, students, entrepreneurs, and social media practitioners and enthusiasts of all stripes over breakfast. • Education: Through panel discussions, presentations, case studies, debates, and breakout sessions … teach, share, and learn social media best practices for business.
- 5. Benefits of Membership – Advanced Ticket Sales – Featured on Website – Blog Posts – Community – Newsletter – Deeper Engagement into the Conversation – Employment Listings Connect
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- 7. Ready to Get Started?
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- 10. Q. Where willthe majority of next month’s business come from? A. Existing customers Question
- 11. Q. What isyour best source for new business? A. Existing customers Question
- 12. Marketing Today =Building Relationships Marketing Today = Building Relationships
- 13. Raving Fans Customers Prospects Suspects Disinterested 5 Types of People
- 14. • Time… Money…Energy… Effort • Takes 7 touches, on average, for a sale to occur – Some buy right away – Others research and try – Some show interest but don’t trust you $ 1 2 3 4 5 6 7 Acquiring Customers
- 15. The value ofa customer – You’ve already paid for them • It’s 6-7 times more expensive to gain a customer than to retain a customer – They spend more • Repeat customers spend 67 percent more – They are your referral engine • After 10 purchases, a customer has already referred up to 7 people Keep Customers Coming Back
- 16. Tools Used toMarket My Business Facebook 96% Twitter 76% LinkedIn 62% Video Sharing 53% Photo Sharing 38% Review Sites 35% Find Social Media Tool Effective* Location-Based Services 25% 86% Facebook Local / Daily deals 24% 71% Video Sharing 19% 60% Twitter MySpace 55% LinkedIn 45% Local / Daily Deals New Tools Have Changed the Shape of Small Business Marketing
- 17. Social media marketinglooks interesting, but … I will never have a million customers or even 5,000. Using new, inbound marketing tools sound great, but … I will never write thought leadership articles. Paying attention to what’s being said on social media sounds useful, but … I’ll never have a dedicated staff to do it right. I hear about new tools and networks everyday, but … I just don’t have the time to stay current. Concerns? You Are Not Alone
- 18. You can successfullymarket your small business or association because you have … • Loyal, happy customers • An excellent customer experience • Interesting and important things to say! What You DO Have is Powerful
- 19. Take the timeto think Don’t try to do Celebrate your about your goals everything all at once. accomplishments and Keep a singular focus. take another step forward! ADJUST & PLAN LISTEN SMALL STEPS MEASURE REPEAT Track your progress by looking at what is What are the working and not working needs Methodology
- 20. Don’t take advantageof me Don’t sell to me Don’t talk down to me Listen to me…. Greatest Need
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- 24. Mentions Bloggers Minnesota Leadership Small Town Mktg Social Media Academy 24 Twitter Management
- 26. Social Content Reviews & Location-Based Networks Sharing Ratings Sites Services The sites that your customers and members are using The sites that your partners & suppliers are using The sites that your competitors are using Be Where Your Customers Are
- 27. • Where areyour customers hanging out? Local Groups
- 28. Interact From OnePlace = Your Inbox
- 29. Track your PageInsights Sign up for a Free NutshellMail Account. www.nutshellmail.com Read Fan comments Reply from your Inbox Use NutshellMail to Engage, on Your Time
- 30. Create a Listening Discipline Today Do it Daily, But Don’t Overdo It
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- 32. • Your Story • Rural Success Stories • To copy or not to copy • The essentials of Search Engine Optimization • Social Media Guidelines • Employee Use of Social Media • Twitter • Are you prepared for a mobile revolution? • Tools to save you time • Rockstars of Marketing – Local and National Future
- 33. Keynote: Importance ofHaving a Social Media Policy for Employees Responsible for Social Media Posts Panel Discussion: QA • Social Media and the Law • False Advertising 730-750: Breakfast 750-800: Opening Remarks • Defamation 800-830: Main Presentation • Use of Images – Copyright 830-855: Panel Discussion 855-900: Closing Remarks • Protecting Your Brand October 25
- 34. 1. Go toFacebook.com/SocialMediaBreakfastCentralMinnesota and post your comments about this session. 2. Download notes, videos, and more on this event early next week. 3. Invite a friend or business colleague to next months session. 4. Complete a survey of what you would like to see in the future. 5. Get involved in organizing these breakfasts – sent an email to steve@vimm.com or call 320-587-8974. Next Steps
Editor's Notes
- #3 Local Experts: please include:Your photoYour email addressYour URLYour social media handle informationFeel free to include/delete those tools you are not actively using.
- #9 Topic: What is Social Media Marketing and Why do it?
- #11 Why is engagement marketing critical to your success? Your best source of new business are your existing customers
- #12 Engagement Marketing is using technology to make this happen. Email marketing is a critical component of an Engagement Marketing strategy.
- #14 There are 5 stages in a relationship, or 5 types of people:(Click) Raving Fans: Customers with a high level of loyalty, trust, & engagement. They willingly refer others to you and your business.(Click) Customers: Those buying from you already. These are people who have engaged as a customer at some point in the past. May be willing to try alternatives if encountered.(Click) Prospects – those that have a connection to you via a person, product, or service, but may not know of you yet. A connection exists for you either directly or indirectly through a Raving Fan or a Prospect. Is likely to need the services you provide in the future.(Click) Suspects – These folks are inclined to do business with you someday, but no connection exists. No direct or indirect connections exist. Is likely to want or need the services you provide in the future.(Click) Disinterested – those that have no interest and who will never buy a product or service from you. It’s better to build credibility here and direct them to what they’re interested inIt makes sense to use your marketing resources wisely… with the people who count!Now you can resourcefully apply new tools to acquire, connect, engage, and grow new customer relationships. (Click) Social media marketing uses your Raving Fans to acquire and engage new customers, [Click] connect with prospects, and begin fostering deeper relationships
- #17 [Click] New tools have changed the way marketers find new customers. Social marketing tools create an opportunity to both find new customers, but also keep nurturing your relationships with your current customers – those that generate repeat revenue and ultimately grow your bottom line.[LE Note: Introduce these statistics by asking: “How many people have ever looked at a website like TripAdvisor to see what people are saying about hotel or destination prior to planning a vacation?” Or, “How many people have read through customer testimonials on Amazon.com before buying an item?” ][Click] We have come to a point where only 14% of people trust ads, but 78% of people trust consumer recommendations (Nielson).As you can see from this graph, 96% of small business owners are using Facebook. Likers of content on social media like Facebook and Twitter become your brand ambassadors, endorsing you and building long-lasting positive buzz. You can shape the dialogue by reaching and influencing your next purchaser or donor. Think of Facebook is the new website. Facebook is the most relevant SMM channel to small businesses today, some studies have said it is 2-3x more relevant than Twitter. Your Facebook fan page is evolving to have the same functionality as your website but with the added benefit of two-way conversations with your customers. Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees.
- #18 If you have concerns, you’re not alone. Many small businesses think:(Click) Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000….(Click) Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles….(Click) Paying close attention to what’s being said on social media sounds useful, but… I’ll never have a dedicated staff to do it right…(Click) I hear about new networks everyday, but… I just don’t have the time to stay current
- #19 What you do have is powerful! You can successfully market your small business or association because you have…Loyal, happy customersAn excellent customer experienceInteresting and important things to say!
- #22 When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels. Last but note least: NutshellMail: (more in the next slides)
- #23 When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels. Last but note least: NutshellMail: (more in the next slides)
- #24 When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels. Last but note least: NutshellMail: (more in the next slides)
- #27 Intro: “Raise your hands: how many people here already using Facebook? LinkedIn? Twitter? Etc.” (Effect should be: several using Facebook, less using LinkedIn and Twitter.)Let’s talk a little but about some best practices surrounding creating a presence using Social Media Marketing. First, decide where you should be. There are hundreds of social media tools and networks. Popular social media networks make it easy for small businesses and organizations get started in the social media marketing work in cost-efficient (often free!) and resourceful way. Today we will focus on the “big three” – Facebook, Twitter, and LinkedIn. For the small business or organization just getting started, (click) it makes sense to start on Facebook. After that, the most important thing to do is ask your customers. We’ll speak to ways to do that later in the presentation…Today’s seminar will mention several of these popular tools. To get more comprehensive information about specific tools or social media in general, I encourage you to visit the Social Media page/tab on Constant Contact’s website: http://search.constantcontact.com/social mediaThere, you can find everything from: blogs, guides, Hints & Tips, podcasts, Frequently Asked Questions, and webinars that will answer all your tool-specific questions.
- #29 NutShellMail offers you an efficient way to monitor all social media marketing activity: in a daily email digest, sent at the time and frequency you choose based on your schedule. This means that you don’t need to go to each separate social media site to manage your activities. NutshellMail allows you to see your mentions, new followers, comments, and your newest connections in your summary. You can then share, comment, tweet, reply, retweet, and message without leaving your inbox! And, since you control the frequency and timing of your NutShellMail, all of this engagement occurs on your time, according to your busy schedule.
- #30 NutshellMail from Constant Contact is an easy, free way to monitor all your social media activity in minutes a day.NutshellMail is a free monitoring tool that brings a summary of your social network updates to your inbox in a single email on your schedule.NutshellMail allows you to easily monitor and track your page insights (how many new friends, fans, followers, comments, Likes, etc.) You can get all your Facebook Birthdays, Photos, Friend Requests, Wall Posts, News Feed, Event & Group Invites, and Messages all in one interactive email. This means that you don’t need to go to each separate social media site to manage your activities: it allows you to see everything in one summary. You can then engage without leaving your inbox!Constant Contact's NutshellMail supports Facebook, Twitter, LinkedIn, Yelp, Foursquare, Citysearch, and MySpace.
- #31 Do you need to spend a lot of time doing social media? Good Advice from Gail Goodman, CEO of Constant Contact:“Keep your time spent in-check; doing social media right does not mean doing it a lot.”It is important to stay active: 15 minutes a day, 3 times a week is more than most small business. Probably the biggest mistake those new to social media can make it to be inconsistent with engagement. Schedule and commit time to engage with customers and prospects.If you tweet too much; people might not think you are serious about your business Note to RDDs: the statistics on the right contradicts the best practice we mention – explain this by mentioning that we at Constant Contact are anxious to dispel this myth that social media marketing done right means spending more and more time. Doing it right means NOT spending a lot of time doing it. For larger companies, the former may be true, aggregating various departmental objectives and efforts. However, for small businesses and nonprofits, we believe it can be done in significantly less time, especially when using time-saving tools like NutShellMail.