Social Media Marketing for SMBs - BDI 12/15/10 B2B Social Communications Leadership Forum
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This document provides an overview of social media marketing strategies for small and medium-sized businesses (SMBs). It discusses using social networks like Facebook and Twitter to build networks of fans and followers by sharing relevant and interesting content. It recommends setting reasonable goals, being present on platforms where customers engage, and using content from email campaigns on social media. The document also provides tips for growing networks, engaging audiences, and measuring the impact of social media marketing efforts. Real-world examples are given of businesses that successfully utilized social media for marketing.
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Social Media Marketing for SMBs - BDI 12/15/10 B2B Social Communications Leadership Forum
- 1. Social Media Marketing for SMBs
- 2. Introduction Wendi Caplan-Carroll Regional Development Director-NY Metro Constant Contact Email:wcaplancarroll@constantcontact.com Blog: http://blogs.constantcontact.com/ facebook.com/WccConstantContact @wendicc Linkedin.in.wendicaplancarroll
- 3. Waving the Banner for Social Media
- 4. But What About The Rest Of Us?
- 5. Social Media is the New Word of Mouth Source: Neilson Global Trust in Advertising Survey, 2007 5
- 6. People Typically Fall Into Five Buckets Raving Customers Prospects Suspects Disinterested Fans & Members Copyright © 2010 Constant Contact, Inc. 6
- 7. Apply New Tools To The Cycle Suspect Start with your passionate customers and interesting content Fan Prospect Social Media Email Marketing Marketing Customer
- 8. Help me! Concerns. You are not alone. I don’t have the time! It’s just for kids! I don’t know what to say! How do I build my following? I can’t handle all of this! I’m not a writer! Where do I start? Do I really have to be doing this? Is this really worth my time? How much is this really going to cost me? Am I making money from this? Copyright © 2010 Constant Contact, Inc. 8
- 9. What You DO Have is Powerful You can successfully market your small business or association because you have… • Loyal, happy customers • An excellent customer experience • Interesting and important things to say! Copyright © 2010 Constant Contact, Inc. 9
- 10. Social Media Marketing Is… Building your 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.
- 11. 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 Copyright © 2010 Constant Contact, Inc. 11
- 12. Be Where Your Customers Are Social Content Reviews & Location-Based Social Networks Sharing Ratings Sites Services Bookmarking The sites that your customers and members are using The sites that your partners & suppliers are using The sites that your competitors are using Copyright © 2010 Constant Contact, Inc. 12
- 13. Discover Preferred Channels Your Contacts Want To Add social icons to email Keep In Touch, but on campaigns to define your their terms audience’s preferred channels copyright © 2010 Constant Contact, Inc. 13
- 14. 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 Copyright © 2010 Constant Contact, Inc. 14
- 15. Kick-start Growth: Use Your Email List Announce your new presence in your newsletter with a clear Call-to-Action Include standard links in every email so subscribers can share your content Include social media sign up icons in every email so subscribers can join you on your social sites Copyright © 2010 Constant Contact, Inc. 15
- 16. Look Professional Complete your business profile Description Contact information Website URL Join My Mailing List Brand your presence Logo, pictures, background Add starter content Copyright © 2010 Constant Contact, Inc. 16
- 17. 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! Copyright © 2010 Constant Contact, Inc. 17
- 18. 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 – Blogs (yours and others’) – Websites (yours, and others in your area of expertise) – Product or service reviews – Thought-provoking discussions that inspires dialogue – Relevant videos, photos, podcasts Copyright © 2010 Constant Contact, Inc. 18
- 19. Content Reuse: Focus HR Copyright © 2010 Constant Contact, Inc. 19
- 20. Engagement Starts with You! Start Conversations, Say Thank You 20
- 21. Make Online Conversations Part of Your Presence Invite direction and feedback, and really LISTEN 21
- 22. 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? Get creative! Copyright © 2010 Constant Contact, Inc. 22
- 23. Doing it Well: Lessons from the Real World of SMB’s Copyright © 2010 Constant Contact, Inc. 23
- 24. Dingo Dingo had 330 Likes on Facebook & 8,934 Email subscribers They wanted to get to 5,000 Likes & add more email Subscribers Dingo decided to launch their own “Groupon” Campaign
- 25. Dingo Dingo sent an Email Campaign to 8,934 subscribers
- 26. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter
- 27. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App
- 28. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App Dingo kept their fans up to date on their progress
- 29. Dingo Dingo sent an Email Campaign to 8,934 subscribers Dingo shared the offer on Facebook and Twitter Dingo had its fans join their email list through the CTCT Facebook App Dingo kept their fans up to date on their progress Dingo’s fans shared their campaign through social networks and on their own Blogs
- 30. Dingo Dingo now has 6,329 Likes and 14,140 Subscribers It took them 3 days!
- 31. Dingo: It’s all about building Community
- 32. Dingo: The Important Results Monthly Sales Grew 22% New Customers Account for 45% of that Growth 85% of new customers have continued to buy Dingo products
- 33. Glamour Nails Galmour Nails is a nail salon and spa located in Austin TX Say “I Love Dom” to get 20% of your next manicure Dom, the owner, just started with social media marketing Dom wanted to know which channel is most effective Say “I Love Glamour Nails” to get 20% of your next manicure Dom targeted his customers through Facebook, Twitter & Email with different messages Dom used a low-tech way to find some very valuable data Say “I Love Getting My Nails Done” to get 20% of your next manicure
- 34. Glamour Nails Your Customers Want Choices Find Out Where They Are Email Facebook Twitter
- 35. Measuring Social Email CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
- 36. The Swinery The Swinery is a butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) But it was Viewed an additional 485 times & Liked by 181 readers Represents a 60% increase in reach
- 37. Make It Easy On Yourself: Use the Tools Copyright © 2010 Constant Contact, Inc. 37
- 38. We need to Listen If a Conversation Takes Place Online & You’re Not There to Hear It, Did It Really Happen? 38
- 39. Problems with Monitoring Social Media 39
- 40. NutshellMail Keeps You Connected We Make It Simple To Be Social It’s Free! www.NutshellMail.com 40
- 41. NutshellMail is Your Personal Assistant 41
- 42. NutshellMail Delivers On Your Schedule Copyright © 2010 Constant Contact, Inc. 42
- 43. Directly To Your Email Inbox 43
- 44. Q&A Wendi Caplan-Carroll Email: wcaplancarroll@constantcontact.com Website: newyorkmetro.constantcontact.com Facebook/wccconstantcontact @wendicc http://www.linkedin.com/in/wendicaplancarroll