social media marketing | cutting through the hype & getting to the value
TRANSCRIPT
Social Media Marketing
Cutting through the hype and getting to the value
Gail Goodman, CEOTwitter: @Gail_Goodman#CTCTSocial
Copyright © 2010 Constant Contact, Inc.
Introduction to Constant Contact
■ Constant Contact helps small organizations grow their customer relationships using
■ Permission-based email marketing
■ Social media marketing
■ Event marketing
■ Online surveys
■ Over 372,000 email marketing customers
■ Easy, effective and affordable
3Copyright © 2010 Constant Contact, Inc.
Large and Diverse Customer Base
1
2 to 4
5 to 9
10 to 24
25 to 49
50 and up
Customer Type (Approximate)
Number of Employees (Approximate)
Over 372,000 Customers
40%
40%
20%
Business to BusinessBusiness to ConsumerNonprofits and Associations
35%
15%
70%
7%
20%
15%
8%
*Data is approximate, based on matching a percentage of our customers to a commercial database 4Copyright © 2010 Constant Contact, Inc.
The Constant Contact Mission Statement
We help small businesses and organizations grow customer relationships and succeed by delivering professional, easy-to-use services and coaching at a reasonable cost.
5Copyright © 2010 Constant Contact, Inc.
Staying Connected to Customers
■ The value of Email Marketing■ Drives repeat sales and customer referrals
■ Keeps you in front of your best audience – people who know you
■ The value of Social Media Marketing■ Leverage the power of social networks to
acquire new customers and drive repeat sales
■ Increased reach with endorsement
■ The value of Event Marketing■ Drives increased event attendance
■ Saves time and money; simplify event hosting
■ The value of Survey■ Understand your customers and members
better
■ Makes communications more relevant and targeted 6Copyright © 2010 Constant Contact, Inc.
Rapid, Consistent & Highly Visible Growth
Monthly Revenue (2004 – Q1 2010)
Note: monthly numbers unaudited
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The What and Why of Social Media Marketing
Copyright © 2010 Constant Contact, Inc.
Social Media Marketing is…
■ Building your social network fans, followers, and connections, using
■ Relevant and interesting content that allows you to
■ Reach and engage more people and
■ Drive more business.
9Copyright © 2010 Constant Contact, Inc.
Why Not to Dismiss Social Media
Today’s influencers have changed• It’s now you or me
It’s Social Word-of-Mouth• It’s easy to share and forward
messages• Reach more people, quickly• Positive endorsements help your
brand• Negative feedback hurts your brand
Fans and Followers can become brand ambassadors, endorsing YOU• Build long-lasting, positive buzz• Reach with endorsement 10Copyright © 2010 Constant Contact, Inc.
Consumers are Using Opinions and Endorsements
51% of the U.S. sample of the survey had purchased a product based on an online recommendation, while 33% had recommended a product through a blog or an online review.
11Copyright © 2010 Constant Contact, Inc.
Social Media Reaches All Audiences …
Demographics have expanded■ No longer just Millennials
(1983-1995)■ Baby Boomers & Matures
fastest growth rate
Social Media has influenced the purchase process■ Created awareness of
products and services■ Generated 3rd party
endorsements■ Resulted in product
purchase
Half of online adults now belong to a social networks like Facebook and LinkedIn, a 46% growth rate year-over-year. –Interactive Marketing Accessible Innovation, Forrester Research
12Copyright © 2010 Constant Contact, Inc.
… And All Industries
Non-profits■ 74% Non-profits maintain a presence on Facebook;
Associations 55%.-Nonprofit Social Network Survey Report, 2009
Business to Business and Business to Consumer■ 57% are using Social Networks; 60% of these are using
Facebook■ Goals: 51% for Branding; 30% for demand generation - BtoB Magazine 2009
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Breathing Time Yoga – Integrated Campaign
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A Quick Guide & Doing It Well
- Best Practices for Social Media Marketing -
Copyright © 2010 Constant Contact, Inc.
Social Media Marketing Extends Your Reach
You can grow your business using social word of mouth.
You can build a targeted following that cares about your business (we will explain how shortly)
You can get them to share your content and their point of view about your business or organization
You can reach your customers’ combined networks using their influence and endorsement
16Copyright © 2010 Constant Contact, Inc.
The Steps to Social Media Marketing Success
Get started with the basics
1. Create a presence where your audience is (or more than one!)
2. Post starter content: populate your profiles 3. Monitor others like you, keywords, competitors,
etc. and observe trends
4. Post more content that inspires sharing 5. Measure results: your networks’ growth
Repeat steps 3-5 and continuously build your network
17Copyright © 2010 Constant Contact, Inc.
Creating a Presence
Look good! Be polished and professional
Complete your business profile■ Description■ Contact information■ Website URL■ Join My Mailing List
Brand your presence■ Logo, pictures,
background
Add starter content18Copyright © 2010 Constant Contact, Inc.
Doing it Right: 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 media. Be broad and informal… and have fun!
19Copyright © 2010 Constant Contact, Inc.
Starter Content
Starter content can include:
Information, tips, and practical advice
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 debate and
dialogue■ Rich media: relevant videos, photos, podcasts
20Copyright © 2010 Constant Contact, Inc.
Building Your Network
Use a variety of ways: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 window
4. Add a message to your voicemail
5. Include a note on Point of Sale receipts and house coupons
Be creative and visible everywhere your customers are!
21Copyright © 2010 Constant Contact, Inc.
How Social Networks Grow
Social networks build over time in many ways. For example:
1. You write content that gets shared; your followers’ followers notice and decide to follow you;
2. You follow people and they follow you back;
3. You retweet (RT) or repost others’ content; their followers notice and follow you;
4. Your customers comment (this is powerful!). Their networks notice and connect with you;
5. You participate in discussion groups, social networks, blogs, etc. and other people join the conversation and join your network… 22Copyright © 2010 Constant Contact, Inc.
Be Active!
Content and participation are the keys tobuilding and engaging your network
Methods of engagement include:■ Write/Share quality, relevant content daily (you’ll find your
customers’ rhythm!)
■ Retweet or repost the content of others
■ Engage in discussions that are relevant to your business
■ Comment, comment, comment!
■ Respond and reply (good and bad reviews and comments)
■ Cultivate a social style: use a unique voice
■ Post a variety of media types: text-based questions, photos, videos, online polls, links including visual thumbnail images, etc.
23Copyright © 2010 Constant Contact, Inc.
Comprehensive Monitoring is Key
Why is monitoring is essential? You can:
■ Save time and effort!
■ Jump on relevant discussions and topics
■ Respond in a timely way to opportunities
■ Repost interesting content
■ Find people and businesses to add to your network who may have content to “share-and-share-alike”
■ Respond appropriately to both positive and negative comments
24Copyright © 2010 Constant Contact, Inc.
Monitoring: What should I monitor?
Monitor the activity on all your social networks, including:
Your Brand. Think about all its possible spellings / configurationsFor example:
■ Far And Away Bicycles, Far&Away, Bicycles, Bikes, etc.
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 network have LinkedIn profiles?
Categories, topics, and keywords of your business. For example:■ Pets, Dog Day Care, Cat, Dog, Petsitting, Animals, Rescue etc.
The experts and influencers in your business
25Copyright © 2010 Constant Contact, Inc.
Monitoring: How should I monitor?
Monitoring Tools include:
■ NutshellMail: You receive a email digest of all network updates, at a time convenient to you
■ Google Alerts■ RSS feeds
(Readers)
Twitter Aggregation Tools■ Tweetdeck■ HootSuite
26Copyright © 2010 Constant Contact, Inc.
Example Monitoring Activity:The Whole Bead Company
Join groups on LinkedIn
Welcome new friends
Tweet & Retweet timely news
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Content is King!
Content is the feeder of social networks
■ The best content inspires sharing:a word of advice or one sentence goes a long way!
■ Original, personalized content is important (but you don’t need too much)
■ Less is more! Short content is best, one idea at a time. You can always share links to more…
28Copyright © 2010 Constant Contact, Inc.
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 they talk about it when out with
friends?■ Will they 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
and mission: use the 90/10 rule of thumb!
29Copyright © 2010 Constant Contact, Inc.
Five Simple Ideas for Social Media Content
Need inspiration for Facebook, Twitter and LinkedIn updates?
1. Share current and relevant information that leaves them wanting more
2. Share helpful hints and tips to build trust
3. Answer questions without selling
4. Have insight/opinions
5. Stay focused on keywords/SEO
Always provide value.
30Copyright © 2010 Constant Contact, Inc.
Social Media Content 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, religion etc.
Always provide value.
Remember why your network is following you: be the expert.
31Copyright © 2010 Constant Contact, Inc.
Reuse, Reuse, Reuse
A little content can go a long way!
1. After an email, post a link to it on whatever social media site(s) you use.
2. Use your blog posts as content in your email newsletter.
3. Turn customer comments and questions (and your replies) on social media sites into newsletter content. Just ask for permission before doing so.
4. Repost comments and questions (and your replies) from one social media site on another.
32Copyright © 2010 Constant Contact, Inc.
Reuse, Reuse, Reuse (cont.)
5. Find an interesting article that ran elsewhere? Share a link to it on your social media page, or in your newsletter. Make it even more compelling by sharing your quick thoughts on why you find it interesting.
6. Break your newsletter articles into separate tweets (i.e., separate out the “tips” into 140-character snippets).
7. Link to a specific page of your website that isn’t getting as much traffic as you’d like it to.
33Copyright © 2010 Constant Contact, Inc.
Content Reuse: Focus HR
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Content that Spreads
How to make your content viral
Add interactivity■ Share bar■ Like button■ Comments
Ask your network to share■ Start the dialogue■ Ask Questions■ Make open-ended statements that illicit opinions■ Bring up controversial issues in your industry
Use varied media types■ A mixture of photos, videos, text-based comments, and links
will hold audience interest
Watch what engages your audience… every audience is different
35Copyright © 2010 Constant Contact, Inc.
Do It Daily
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 businesses.
■ If you tweet too frequently; people might not think you are serious about your business.
“76% of marketers are spending at least 4 hours each week on their social marketing efforts. Just starting out median weekly time is 1 hour; just a few months into it the median is 10 hours.”
“After a few months with a few as 6 hours per week, half the marketers have generated qualified leads with social media marketing.”
- Social Media Marketing Industry Report 201036Copyright © 2010 Constant Contact, Inc.
Converting your Network into Customers
■ Start by engaging your loyal Fans and get them to create buzz
■ Always provide a means for fans to Join your Mailing List
■ Maintain momentum with ongoing, scheduled email and social communications that lead back to your website, Facebook page, JMML page, archived email campaigns, etc.
■ The more engaging the conversation the more likely their connections will engage
37Copyright © 2010 Constant Contact, Inc.
Measuring the Impact of Social Media
What you can measure today…(You gotta have faith!)
■ Growth in your network, i.e.■ Number of new fans, friends, connections, followers■ Email List Growth, i.e., # of new subscribers■ Email Campaign Click-Through, Open Rates
■ Number of mentions
■ Number of retweets
■ Number of reviews (positive and negative)
■ Number of customers who have utilized social promotions
■ Number of questions answered by your network
■ Aggregate ratings scores
■ SEO (Search Engine Optimization) rankings
38Copyright © 2010 Constant Contact, Inc.
Measuring the Impact of Social Media
What the industry is working on:
1. Site Traffic
2. Customer Interaction
3. Sales
4. Leads
5. Search marketing
6. Brand metrics
7. PR
8. Customer engagement
9. Retention
10. Profits
39Copyright © 2010 Constant Contact, Inc.
Social Media Success for Small Business
73.8% of marketers who have been using social media for years reporting it has helped them close business. –Social Media Marketing Industry Report 2010
■ B to B achieve “closing business” 51.3%■ B to C achieve “closing business” 44.9%
Measurement tools are still maturing■ Do you measure the engagement of your online customers? 55% no; 45% yes ■ How do you measure engagement?
■ 62% Customer feedback scores, ■ Customer satisfaction scores, ■ Net Promoter scores- Forester Research
Test to learn what works■ Set up specific campaigns to track social media programs that drive to your
website-Google analytics■ How many have read your blog?■ Watch how many clicking on the social media icons in your own emails■ Encourage and track how many people are joining your list from social media■ Monitor Twitter for mentions and Retweets; Reward those persuaders
Focus on social media that gets you results. 40Copyright © 2010 Constant Contact, Inc.
Summary
The time to get started is now!
1. Set up your presence(s) 2. Populate with some starter content 3. Practice monitoring 4. Begin building your social network! 5. Participate with content, comments and responses
Your “Constant” Social Hashtag#ctctsocial
41Copyright © 2010 Constant Contact, Inc.
Constant Contact is Your Partner for Social Media Marketing
Copyright © 2010 Constant Contact, Inc.
Constant Contact and Social Media Marketing
What Are We Doing?
Best Practices & Education
• Website
• Webinars
• Seminars
• Blog
• #CTCTSocial
Integrate Social Media in Email Marketing
• Share campaigns and content across networks
• Build lists, fans and followers everywhere
• Cross-promote channels everywhere
Tools for Social Media Marketing
• Monitoring with NutshellMail today
• …and an integrated Social Media Marketing suite tomorrow
43Copyright © 2010 Constant Contact, Inc.
Best Practices & Education
Website
Webinars
Guides
Live Seminars
Podcasts
Constant Commentary Blog
Facebook.com/ConstantContact
Twitter.com/ConstantContact (Official Hashtag #CTCTSocial)
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Ready… set… SOCIAL!We’ve ramped up our development ofsocial features. Let’s take a look!
Copyright © 2010 Constant Contact, Inc.
“Share” button for archived emails
First Feature: Fall 2009
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Tweet this Event, Survey, & Poll
Tweet this… Spring 2010
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Add your follow buttons!
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Ask people to join your list on social networks
Copyright © 2010 Constant Contact, Inc. 49
July 19, 2010
Our biggest social media release… andwe’re keeping those features coming!
Copyright © 2010 Constant Contact, Inc.
Your Events Go Viral
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Auto-Tweet those emails!
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Keep on sharing…
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Your newsletters go viral!
Automatically added to all emails that you choose to Tweet and Share
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Tools for Social Media Marketing
Monitoring with NutshellMail today
Integrated Social Media Marketing Suite tomorrow
55Copyright © 2010 Constant Contact, Inc.
You’re going to love our next set of updates…
■ More share options to include in your emails (Like button, share links)
■ Reports!
■ Share on multiple accounts with one click
■ Support for Facebook Pages
So what’s next?
56Copyright © 2010 Constant Contact, Inc.
What should you do now?
Get your clients/membersusing our great social media features
Start listening to your passionate customers
Learn more about usingemail marketing andsocial media together
■ Look for free seminars and webinars in your community and online to learn more about how to use email marketing and social media marketing together
■ Constant Contact will continue teaching small businesses how to save time with email marketing and social media
■ Visit the free Constant Contact social media page www.constantcontact.com/socialmedia
Next 60 days
■ More share options to include in your emails (Like button, share links)
■ Reports!
■ Share on multiple accounts with one click
■ Support for Facebook Pages
Near future
■ Sign up for a free NutshellMail account at www.nutshellmail.com
■ Use email newsletters to encourage your passionate customers to talk about you on Facebook and Twitter
■ Enable the discussions with your “superfans”
Today
1 2 3
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Questions?
Copyright © 2010 Constant Contact, Inc.