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Driving Real Business ResultsSocial Media Marketing for SMBs
Introduction
Mark SchmulenGeneral Manager of Social MediaConstant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@nutshellmail
linkedin.com/mschmulen
Waving the Banner for Social Media
But What About The Rest Of Us?
Meet the Small Business Owner
■ She has less than 20employees
■ She wears many hats
■ She is time constrained
■ She is not a techie
■ She accounts for 78% of all U.S. businesses
4%5%
10%
16%20%
26%27%
29%40%41%
44%51%51%
64%88%
92%
0
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
MySpaceMeetup
OtherYouTube
Online surveysTwitter
LinkedInBlogs
TelephoneDirect mail
Online advertisingFacebook
Event MarketingIn person
Email marketingWebsite
Important Tools for Marketing My Businessn=4,459, U.S. Small Businesses
U.S. Small Businesses find Social Media to be important Tools for Marketing
Copyright © 2010 Constant Contact, Inc. 6
Source: 2010 Small Business Attitudes & Outlook Survey , Feb-Apr; 29% sole proprietor, 62%1 to 25 employees, 9% over 25 employees
Find Social Media Tool Important
51% Facebook29% Blogs27% LinkedIn26% Twitter16% YouTube
5% MeetUp4% MySpace
Why do we “market”?
More… Customers Clients Volunteers Donors / Members Brand Awareness Sales Website Traffic Time in the day!
We Want More!
New tools have changed the game.
Businesses focus on acquisition
Revenue and profit are generated by repeat customers
Find
Convert
Keep
Find
Convert
Keep
Traditional Marketing Interactive Marketing
The Relationship Cycle Has NOT Changed.
Engage
Gro
w CustomerEngagement
Cycle
People Typically Fall Into 5 Buckets
Raving Fans
Customers& Members
ProspectsSuspectsDisinterested
Apply New Tools To The Cycle
Start with your passionate customers and
interesting content
Email Marketing
Social Media Marketing
Suspect
Customer
Fan Prospect
Social Media is the New Word of Mouth
12
Source: Neilson Global Trust in Advertising Survey, 2007
Social Media Endorsements Lead to Purchase
Copyright © 2010 Constant Contact, Inc. 13
51% of the U.S. sample of the survey had purchased a product based on an online recommendation.
Social Media Marketing is…
Copyright © 2010 Constant Contact, Inc. 14
Building your social network of fans, followers, and connections, using
Relevant and interesting content that allows you to
Reach and engage more people and
Drive more business.
Email & Social Media Go Hand-In-Hand
Permission Based
Personal, Relevant, Anticipated
Rise Above the Noise
Email Marketing
Two-way Dialog
Humanize the Brand
Facilitates Word of Mouth
Social Media Marketing
Together, they help you to build to deep relationships with your customers and to reach new audiences
Copyright © 2010 Constant Contact, Inc.
Doing it Well: Lessons from the Real World of SMB’s
16
Leverage all Channels
Your Customers Want Choices
Email is The Hub
Email & Social Go Hand-in-Hand
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
Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
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
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
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
Dingo
Dingo now has 6,329 Likes and 14,140 Subscribers
It took them 3 days!
Dingo
How many days will it take them to reach 25,000?
Glamour Nails
Galmour Nails is a nail salon and spa located in Austin TX
Dom, the owner, just started with social media marketing
Dom wanted to know which channel is most effective
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 Dom” to get 20% of your next manicure
Say “I Love Glamour Nails” to get 20% of your next manicure
Say “I Love Getting My Nails Done” to get 20% of your next manicure
Glamour Nails
Your Customers Want Choices
In A Pickle
In A Pickle is a local favorite restaurant in Waltham, MA
But, they are everywhere on the Web
In A Pickle sends a weekly newsletter 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 Email as the Hub that brings everything together
In A Pickle
Copyright © 2010 Constant Contact, Inc.
What Happens When We Put It All Together?
29
Join My List on Facebook and Twitter
30
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.31
Add follow buttons to your email
32
Email Social: easy and effective
33
The Social Webpage View of your email
Measure Effectiveness with Social Stats
34
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
Q & A
Mark SchmulenGeneral Manager of Social MediaConstant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@nutshellmail
linkedin.com/mschmulen
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