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Social Media Made Simple

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Social Media Made Simple

  1. 1. Social Media Marketing Made SimpleA Best Practices and Strategy Overviewfor Small Business and Nonprofits
  2. 2. Contact InformationApril Heavens-WoodcockManaging Partner at Touching Clients and Authorized Local Expert with Constant Contact @touchingclients Insight Provided by KnowHow Visit: Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
  3. 3. 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 Copyright © 2012 Constant Contact, Inc.
  4. 4. Social Media Marketing:What is It and Why Do It? Copyright © 2012 Constant Contact, Inc.
  5. 5. Why Do We “Market”? More…  Customers  Clients We Want More!  Volunteers  Donors/Members  Brand Awareness  Sales  Time in the day! Copyright © 2012 Constant Contact, Inc.
  6. 6. New Tools Have Changed the Shape ofSmall Business Marketing Tools Used to Market 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 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. Copyright © 2012 Constant Contact, Inc.
  7. 7. Five Types of People:Leverage Relationships to Inspire Engagement Raving Prospects Disinterested Fans Customers Suspects Copyright © 2012 Constant Contact, Inc.
  8. 8. 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.Copyright © 2012 Constant Contact, Inc.
  9. 9. 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 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. Copyright © 2012 Constant Contact, Inc.
  10. 10. 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 © 2012 Constant Contact, Inc.
  11. 11. Doing It Well:Best Practices for Small BusinessSocial Media Marketing Connections: Kickstarting your following, and using content that inspires engagement Engaging Content: Creating a presence Conversations: Practical monitoring and measurement Copyright © 2012 Constant Contact, Inc.
  12. 12. 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 © 2012 Constant Contact, Inc.
  13. 13. Norwich Agway: Increase Sales, BuildCommunityNorwich Agway is a local favoritestore in Norwich, CT. They areeverywhere on the Web. Norwich Agway sends a bi monthlyemail to update customers of specialdeals, seasonal items, and events. They use social media toexperiment, push on-the-flyspecials, get feedback fromcustomers & build community. They credit email as the hub thatbrings everything together. Copyright © 2012 Constant Contact, Inc.
  14. 14. Connections Copyright © 2012 Constant Contact, Inc.
  15. 15. Be Where Your Customers Are 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 Copyright © 2012 Constant Contact, Inc.
  16. 16. 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 TwitterCopyright © 2012 Constant Contact, Inc. 16
  17. 17. Kickstart Growth: Use Your Email ListAnnounce your new presencein your newsletter with a clear callto action.Include standard links in everyemail so subscribers can shareyour content.Include social media signupicons in every email so subscriberscan join you on your social sites. Copyright © 2012 Constant Contact, Inc.
  18. 18. Look ProfessionalComplete your businessprofile  Description  Contact information  Website URL  Join My Mailing ListBrand your presence  Logo, pictures, backgroun dAdd starter content Copyright © 2012 Constant Contact, Inc.
  19. 19. Focus Your PresenceMake your social presence a reflectionof 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 © 2012 Constant Contact, Inc.
  20. 20. Copyright © 2012 Constant Contact, Inc.
  21. 21. Copyright © 2012 Constant Contact, Inc.
  22. 22. Engaging Content Copyright © 2012 Constant Contact, Inc.
  23. 23. 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 inspire dialogue – Relevant videos, photos, podcasts Copyright © 2012 Constant Contact, Inc.
  24. 24. Content is King!Content is the feederof 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. Copyright © 2012 Constant Contact, Inc.
  25. 25. Make Content Shareable/Broadcast-able
  26. 26. 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 Copyright © 2012 Constant Contact, Inc.
  27. 27. Basic Anatomy of a Facebook Business Page Cover photo & profile picture Recent photos and images Public List of Friends/Fans Posts by You and Others Copyright © 2012 Constant Contact, Inc.
  28. 28. Copyright © 2012 Constant Contact, Inc.
  29. 29. 160 million registered users 100 million active users, 2011 60% of users follow companies, brands, and products, 2011_______________________Engagement ThroughSharing  Share links to interesting content & ask for feedback  Tweet a survey or poll  Send direct messages (DMs)  Retweet content from people you are following Copyright © 2012 Constant Contact, Inc.
  30. 30. 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 Copyright © 2012 Constant Contact, Inc.
  31. 31. 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 andrelationships  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 Copyright © 2012 Constant Contact, Inc.
  32. 32. 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. Copyright © 2012 Constant Contact, Inc.
  33. 33. Building Your NetworkUse a variety of ways to expandyour network:1. Send an invitation to your email list2. 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 window4. Add a message to your voicemail5. Include a note on point-of-sale receipts and house coupons Copyright © 2012 Constant Contact, Inc.
  34. 34. Conversations Copyright © 2012 Constant Contact, Inc.
  35. 35. Social Media Dos: Be the ExpertFocus 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. Copyright © 2012 Constant Contact, Inc.
  36. 36. Dealing With The PositivePositive comments are an opportunity tointeract and help spread the messageSocial networks can be a convenient wayfor people to share interest, excitement.1. Comment back2. Answer questions.3. Share comments (content!) in other Source:, 2011 marketing channels.4. Possibly reward people who took the time to post a positive comment (offline). Copyright © 2012 Constant Contact, Inc.
  37. 37. Make Online ConversationsPart of Your PresenceInvite direction andfeedback, and reallyLISTENCopyright © 2012 Constant Contact, Inc.
  38. 38. Social Media Don’tsWhat NOT to include in yourFacebook, Twitter, and LinkedInupdates  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. Copyright © 2012 Constant Contact, Inc.
  39. 39. Turning Negativity into aGreat Customer ExperienceNegative comments are inevitable:Social networks can be a convenientway for people to vent frustrations.1. Always reach out to the customer.  Pick up the phone if possible  Use a private message, email, or DM2. Let your network know that you are addressing the issue.  Respond! Show that you are listening and respond positively, publically3. Always seek to satisfy and delight, not defend.Copyright © 2012 Constant Contact, Inc.
  40. 40. Managing Your Time Managing Your Time and Activities Copyright © 2012 Constant Contact, Inc.
  41. 41. Do It Daily, But Don’t Overdo ItA word of advice from GailGoodman,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. Copyright © 2012 Constant Contact, Inc.
  42. 42. 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. Copyright © 2012 Constant Contact, Inc.
  43. 43. Monitor and Manage your TimePopular time management and monitoring tools include:  Google Alerts  HootSuite  TweetDeck  RSS  NutshellMail Copyright © 2012 Constant Contact, Inc.
  44. 44. Use NutshellMail to Engage,on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. Read Fan comments Reply from your Inbox Copyright © 2012 Constant Contact, Inc.
  45. 45. Measuring Success Defining Social Media Marketing Success for Small Businesses and Organizations Copyright © 2012 Constant Contact, Inc.
  46. 46. Measuring the Impact of Social MediaTo 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? How are you reaching specific customers? Copyright © 2012 Constant Contact, Inc.
  47. 47. Social Media Successfor Small Business and OrganizationsTest to learn what works!  Set up specific engagement campaigns to track social media programs that drive to your website (Google analytics)  How many have read your blog?  Watch how many are clicking on the social media icons in your own emails. ExactTarget, "Subscribers, Fans and Followers: The collaborative Future." September 8, 2010  Encourage and track how many people are joining your list from social media.  Monitor Twitter for mentions and retweets; reward those influencers. Copyright © 2012 Constant Contact, Inc.
  48. 48. Next Steps Copyright © 2012 Constant Contact, Inc.
  49. 49. 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 MediaMarketing trial. webinars: Quickstart!Satisfaction guaranteed. Learn more about how Get started buildingArm yourself with the social media marketing connections throughtools, playbook, and coaching to can help small business social mediaget your first campaign in front of and nonprofits optimize marketing, today!your email subscribers and social marketing efforts.networks. Watch your businessgrow!Toll-free: 866-876-8464 learning-center Copyright © 2012 Constant Contact, Inc.
  50. 50. Contact InformationApril Heavens-WoodcockManaging Partner of Touching Clients and Authorized Local Expert with Constant Contact @touchingclients Insight Provided by KnowHow Visit: Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.


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