1. Taking Maximum Advantage of Social Media Marketing
Social Media Marketing Made Simple
A Best Practices and Strategy Overview
for Small Business and Nonprofits

2. Our Agenda
What Is Social Media Marketing?
Why Market Using Social Media?
Doing It Well: Best Practices for Social Media Marketing
for Small Business
 Connections
 Engaging Content
 Conversations
Managing Your Activity and Time
Next Steps
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3. Why Do We “Market”?
More…
 Customers
 Clients
We Want
More!  Volunteers
 Donors/Members
 Brand Awareness
 Sales
 Time in the day!
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4. Social Media Marketing Is a relatively inexpensive
process for growing one of your most important assets –
YOUR DATABASE
Integrating the best in Social Media Technologies . . .
to Build a social network . . . of fans, followers, and
connections,
using relevant and interesting content that is shared,
allowing you to reach and engage more people and
drive more business.
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5. What are these Social Media Platforms?
Email marketing using attractive, professional looking
templates that build strong customer relationships.
A social utility that connects people with businesses
and friends.
An email enrichment system.
A social networking website for people in
professional occupations.
A pinboard style social photo sharing website where users create
and manage theme-based image collections.
An Internet based slide hosting service. Users can upload files
privately or publicly in many file formats.
An online social networking service that enables users to send and
read text-based posts “tweets” of up to 140 characters.
A video sharing website where users can upload view
and share videos.
A social commerce platform that enables companies to promote,
sell and advertise on Facebook.
Copyright © 2012 Constant Contact, Inc. 5

6. Concerns? You Are Not Alone
Social media marketing looks 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 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.
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7. Doing It Well:
Best Practices for Small Business
Social Media Marketing
 Define Your Objectives:
 Examine Your Strengths:
 Study the Alternatives:
 Evaluate How to Get the Job Done
 Make Decision on Approach
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8. Set Reasonable Goals and Expectations
Leverage your excellent
customer experience for social
media success
 Drive engagement (action)
 Encourage repeat business
 Encourage referrals
 Get online endorsements
 Reach new customers through
online, word-of-mouth marketing
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9. Doing It Well:
Best Practices for Small Business
Social Media Marketing
 Connections:
Kickstarting your following, and using
content that inspires engagement
 Engaging Content:
Creating a presence
 Conversations:
Practical monitoring and measurement
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10. Delivering important information
…delivering professional email
communications…
…to an interested audience…
…containing information they
find valuable.
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11. Looking Professional
Email Service Providers automate
best practices
 Provide easy-to-use templates
 Reinforce brand identity
 Email addressed to recipient
only
 Manage lists – adding new
subscribers, handling bounce-
backs, removing unsubscribes
 Improves email delivery, tracks
results and obeys
the law
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12. In A Pickle: Increase Sales, Build Community
In A Pickle is a local favorite
restaurant in Waltham, MA. They are
everywhere on the Web.
 In A Pickle sends a weekly
eNewsletter 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 eNewsletters as the
hub that brings everything together.
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13. Connections
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14. Be Where Your Customers Are
Social Networks Content Sharing Reviews & Ratings Location Based
 The sites that your customers and members are using
 The sites that your partners & suppliers are using
 The sites that your competitors are using
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15. Discover Preferred Channels
Add social icons to email
Your contacts want to campaigns to define your
keep in touch, but on audience’s preferred channels
their terms
Email
Facebook
Twitter
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16. Kickstart Growth: Use Email Blasts
Announce your presence
in an Email blast with a clear call
to action.
Include standard links in every
email so subscribers can share
your content.
Include social media signup
icons in every email so subscribers
can join you on your social sites.
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17. Look Professional
Complete your business
profile
 Description
 Contact information
 Website URL
 Join My Mailing List
Brand your presence
 Logo, pictures, backgroun
d
Add starter content
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18. Focus Your Presence
Make your social presence a reflection
of your business/organization.
Don’t blur personal and professional use.
Be transparent.
New users should immediately identify what you do.
“Stick to Your Knitting.”
Deliberately choose your expertise and areas
of engagement.
Put the social in the social media.
Be broad and informal … and have fun!
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19. Engaging Content
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20. Starter Content
 Information, tips, and practical advice
 Questions asked by your customers
 Links to:
– Archived email marketing newsletters
– Polls and surveys
– Event homepages and registration pages
– Websites (yours and others in your area of expertise)
– Product or service reviews
– Thought-provoking discussions that inspire dialogue
– Relevant videos, photos, podcasts
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21. Content is King!
Content is the feeder
of social networks
 Write great content
once, then broadcast it.
Create sound bites for shorter
media.
 The best content inspires
sharing:
a word of advice or one
sentence can go a long way!
 Original, personalized content
is important
 Less is more! Short content is
best, one idea at a time. You
can always share links to
more. 21

22. More than 800 million active users
Facebook Statistics, 2011
More than 50% of Facebook users
log on any given day
Facebook Statistics, 2011
________________________________
Create a Business Page
 Recruit fans
 Fill with content that is relevant to them –
comments, photos, videos
 Make settings public so your customers
and prospects can find you
 Use as an alternate landing page for your
email
 Add a Join My Mailing List form to invite
people to join your list
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23. Basic Anatomy of a Facebook Business Page
Cover photo & profile picture
Recent photos and images
Public List of Friends/Fans
Join my List
Shop Now
Posts by You and Others
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24. Twitter
160 million registered
users
100 million active users
Mashable.com, 2011
60% of users follow
companies, brands, and
products
Mediabistro.com, 2011
_______________________
Engagement Through
Sharing
 Share links to interesting
content & ask for feedback
 Tweet a survey or poll
 Send direct messages (DMs)
 Retweet content from people
you are following
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25. Basic Anatomy of a Twitter Feed
Basic Info, Link, Description
Avatar – Logo or Photo
Your Handle
Most Recent & Past Tweets
Followers and Following
Recent Images
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26. 86% of B2B marketers use LinkedIn
Chief Marketer. “Social Marketing Goes Mainstream: Chief Marketer
Annual Survey Find Marketers Believe in Power of Social.” 2011.
There are over 75,000 Nonprofit
groups using LinkedIn
Nonprofit LinkedIn Learning Center, 2011
________________________________
Manage your professional contacts and
relationships
 Find individuals you know
in a professional capacity
 Join networks or groups
by industry, geography, or work history
 Participate in discussions
 Recruit attendees to your events
 Invite people to join your mailing list
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27. Basic Anatomy of a LinkedIn Profile
Name, Location, Basic Stats
Your Photo or Your Logo
Logo
Work Experience, Now & Then
Information You Share
Communication Options
Your Network and Other Info,
Twitter, Websites,
Recommendations,
etc.
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28. Pinterest is a Virtual Pinboard.
Pinterest lets you organize and share all the beautiful things you find on
the web. People use pinboards to plan their weddings, decorate their
homes, and organize their favorite recipes.
Best of all, you can browse pinboards created by other people. Browsing
pinboards is a fun way to discover new things and get inspiration from
people who share your interests.
Pin
Pinboard
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29. Basic Anatomy of Pinterest
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30. Building Your Network
Use a variety of ways to expand
your network:
1. Send an invitation to your email list
2. Add interactive social icons to your
 Website
 Email campaigns (in a sidebar, in the
footer)
 Outgoing email signature
 Business Card
 Printed collateral:
mailers, flyers, invoices, etc.
3. Put a sign in your storefront window
4. Add a message to your voicemail
5. Include a note on point-of-sale receipts
and house coupons
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31. Conversations
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32. Social Media Dos: Be the Expert
Focus on the content:
share knowledge so people care
 It’s not about you.
 It’s about what you know.
Trade useful information for attention
 Will people talk about it when out with friends?
 Will people look forward to your next
communication?
 Will they be inspired to share/tweet/comment
on this information?
Inspire trust by filtering the noise
 Be an expert.
 Clearly convey your area of expertise.
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33. Engagement Starts with You!
Start Conversations, Say Thank You
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34. Make Online Conversations
Part of Your Presence
Invite direction and
feedback, and really
LISTEN
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35. Social Media Don’ts
What NOT to include in your
Facebook, Twitter, and LinkedIn
updates
 Don’t pitch.
 Don’t overtly self-promote.
 Don’t offer incentives to get
reviews or sharing.
 Don’t stray from your areas of
business into: personal
information, politics, sports, religi
on, etc.
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36. Turning Negativity into a
Great Customer Experience
Negative comments are inevitable:
Social networks can be a convenient
way for people to vent frustrations.
1. Always reach out to the customer.
 Pick up the phone if possible
 Use a private message, email, or DM
2. Let your network know that you are
addressing the issue.
 Respond! Show that you are listening
and respond positively, publically
3. Always seek to satisfy and delight,
not defend.
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37. Managing Your Time
 Managing Your Time and Activities
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38. Do It Daily, But Don’t Overdo It
A word of 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 per 2011 Small Business Attitudes
& Outlook Survey
week is more than most small
businesses.
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39. What Should I Monitor?
1. Your Brand. Think about all its possible spellings/configurations.
For example: Far and Away Bicycles, Far & Away, bicycles, bikes, etc.
2. Your competitors. Spot successful tactics being used by others in your
industry (and the not-so-successful)
For example: Does the pizzeria down the street tweet daily?
Do the other consultants in your area of expertise have LinkedIn profiles?
3. Categories, topics, and keywords of your business.
For example: pets, dog day care, cat, dog, pet
sitting, animals, rescue, etc.
4. The experts and influencers in your business.
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40. Popular Tools Used to Monitor and
Manage your Time
Popular time management and monitoring tools include:
 Google Alerts
 HootSuite
 TweetDeck
 RSS
 NutshellMail
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41. Measuring Success
 Defining Social Media Marketing Success
for Small Businesses and Organizations
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42. Measuring the Impact of Social Media
To begin, look at:
 What is being said about you?
 Are you seen as an expert?
 How well are you engaging with
existing experts?
 Are you reaching new customers en
masse?
 How are you reaching specific
customers?
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43. Measuring the Impact of Social Media
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47. Take the Next Step
Email + Social = Webinars Social Media Quickstarter
Success, Guaranteed.
Sign up for a free Email Register for our free Get a Social Media
Marketing trial. webinars: Quickstart!
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social media marketing connections through
tools, playbook, and coaching to can help small business
and nonprofits optimize
social media
get your first campaign in front of
your email subscribers and social marketing efforts. marketing, today!
networks. Watch your business
grow!
Toll-free: 866-876-8464 constantcontact.com/
constantcontact.com learning-center socialquickstarter.com
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48. Contact Information
Ron Bill
Premier Consulting Innovations
Email: ron@consultprem.com
Phone: 317-752-6201
Facebook Premier Consulting Innovations
Website www.consultprem.com
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