Social Local Summit - an AWESOME case study nov 2012


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This case study shows how Awesome Merchandise use social media and email to attract and retain their highly supportive client base through Engagement Marketing.

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  • Emphasise how SMEs are good at WOWing people.Closer to customers know how to make people happy more responsive more personalised experience
  • 1.When you were first starting out, who were your first customers? Were they people you already knew?2.How did your business start to grow, and how long did it take before you thought, “hey, we could really make a go at this”?
  • Website is hub because that’s where purchasing happens. Purpose is to get people to convert. Social networks are connected, as well as newsletter sign up (a further bit down the page)Drive people back to the website with contentBlogs (traditional blog and instagram/tumblr) Highlight customersTell your brand story through words and picturesSEOHow do you come up with the ideas for the content you post?
  • 24,000 subscribersTook 6 years to build (permission based)Important because that information contacts belong to you---and not another platform. Permission to message them directly. It’s your home base. Email can reinforce social media and vice versaHow did you get people to sign up for your email? What’s that incentive to keep in touch? Quick hello, and right into the calls to action. You know people don’t have a lot of time and you have to get them to the CTA right away. How often do you email?
  • Encourage customers to engage with you on FacebookIt’s different from your website or email because not only can you have a 2 way conversation there, other people can “listen in” (or lurk) without participating. It’s more subtle, but still important. Very responsiveInformativeHighlight customersEntertainingWith your Facebook content strategy, you have a mix of fun posts meant to encourage engagement (like this), and other posts that are more about driving folks to your website and calls to action. Why do you do that, and what’s a good mix (e.g. 80% vs. 20%)? A big part of your marketing strategy is running competitions and contests. How many people need to participate for you to consider it successful? Is it worth it if only, say 20 people or so join in? Do you have any campaigns running right now?
  • Steady stream of company news and offers and of course all the content from your blogs: blog posts and photos from instagram. Also connecting 1-1 with customers in real time. With twitter, the posts are higher volume, lower value per post
  • Do highlights for:WOW is the basis for EVERYTHINGGetting started – what do you do moving forwards do this
  • 1. Integrate your website, blog, newsletter, and social channels. Though they are different channels, they are all part of the same customer experience. 2. Great content doesn’t have to be expensive or complicated. 3. Be patient. Building relationships doesn’t happen overnight. Focus on building the relationship and the return on your investment will come.
  • Social Local Summit - an AWESOME case study nov 2012

    1. 1. An AWESOME Case Study How One Small Business Is Rocking Their Online Marketing#SMSSEngage© Constant Contact 2012
    2. 2. About Constant Contact  Our customers do better, guaranteed!* Email Marketing  Helping UK small businesses  Get your message out  500,000+ global customers Social Campaigns  Market-leading suite of tools  Run Facebook promotions  Free coaching EventSpot  Free support  Manage & promote events  Free training Online Survey * As confirmed by independent study from the Aberdeen Group  Get the inside info you need#SMSSEngage© Constant Contact 2012
    3. 3. #SMSSEngage© Constant Contact 2012
    4. 4. Awesome Merchandise#SMSSEngage© Constant Contact 2012
    5. 5. Approach  Relationship building  Customer advocates  Channel integration  Shareable content  Empowered team  Personality#SMSSEngage© Constant Contact 2012
    6. 6. Brand Personality© Constant Contact 2012
    7. 7. Website & blogs#SMSSEngage© Constant Contact 2012
    8. 8. Email#SMSSEngage© Constant Contact 2012
    9. 9. Facebook#SMSSEngage© Constant Contact 2012
    10. 10. Twitter#SMSSEngage© Constant Contact 2012
    11. 11. Pinterest & Google+#SMSSEngage© Constant Contact 2012
    12. 12. #SMSSEngage© Constant Contact 2012
    13. 13. #SMSSEngage© Constant Contact 2012
    14. 14. Luke’s Top Tips 1. Integrate your website, blog, newsletter, and social channels. 2. Great content doesn’t have to be expensive or complicated. 3. Be patient. Building relationships doesn’t happen overnight.#SMSSEngage© Constant Contact 2012
    15. 15. Find out more Get Chapter 1 of Engagement Marketing from our Facebook Page: ConstantContactUK#SMSSEngage© Constant Contact 2012