Social Media Marketing Made Simple SEP 2012
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Transcript of Social Media Marketing Made Simple SEP 2012
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Social Media Marketing Made SimpleA Best Practices and Strategy Overview for Small Business and Nonprofits
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Howard Flint “Local Expert”Ghost Partner – Content Creation and Managed Marketing
[email protected] xt. 2
Facebook.com/GhostPartner LinkedIn.com/in/GhostPartner
@GhostPartner
2
Contact Information
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
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Tweeting during the event is ENCOURAGED
Copyright © 2012 Constant Contact, Inc.
#SocialGhost
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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
Next Steps
Copyright © 2012 Constant Contact, Inc.
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Social Media Marketing:What is It and Why Do It?
Copyright © 2012 Constant Contact, Inc.
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Why Do We “Market”?
We Want More!
More…
Customers Clients Volunteers Donors/Members Brand Awareness Sales Time in the day!
Copyright © 2012 Constant Contact, Inc.
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MySpace
Local / Daily deals
Location-Based Services
Review Sites
Photo Sharing
Video Sharing
19%
76%
62%
53%
38%
35%
25%
24%
New Tools Have Changed the Shape ofSmall Business Marketing
Copyright © 2012 Constant Contact, Inc.
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.
Find Social Media Tool Effective*
86% Facebook71% Video Sharing60% Twitter55% LinkedIn45% Local / Daily Deals
Tools Used to Market My Business
96%
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Five Types of People:Leverage Relationships to Inspire Engagement
8
SuspectsCustomer
s
Disinterested
ProspectsRaving
Fans
Copyright © 2012 Constant Contact, Inc.
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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.
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How Social are you?
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How Social are you?
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How Social are you?
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How Social are you?
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How Social are you?
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How Social are you?
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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.
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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 importantthings to say!
Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
Connections:Kickstarting your following, and using content that inspires engagement
Engaging Content:Creating a presence
Conversations:Practical monitoring and measurement
Doing It Well: Best Practices for Small Business Social Media Marketing
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Set Reasonable Goals and Expectations
Copyright © 2012 Constant Contact, Inc.
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
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In A Pickle: Increase Sales, Build Community
In A Pickle is a local favorite restaurant in Waltham, MA. 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.
Copyright © 2012 Constant Contact, Inc.
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Dingo: Build Community and Contacts
Dingo, a pet supply company, 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 gained6,329 Likes and 14,140 subscribers
It took them 3 days!
Copyright © 2012 Constant Contact, Inc.
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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
Copyright © 2012 Constant Contact, Inc.
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99 Bottles: Using Social Media & Email for Customer Engagement
Customer: 99 BottlesLocation: Federal Way, WashingtonFind Us: http://www.99bottles.net/
Success Looks Like… Through the combination of social media and email marketing, 99 Bottles has been able to grow a very strong customer base. They use Facebook and Twitter to provide quick updates about current happenings, and email to pool all the helpful information into one place.
Their Success Formula: Getting to know and inform customers through email newsletters and social media.
Copyright © 2012 Constant Contact, Inc.
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Connections
Copyright © 2012 Constant Contact, Inc.
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Be Where Your Customers Are
Social Networks
Content Sharing
Reviews & Ratings Sites
Location-Based
Services
The sites that your customers and members are using
The sites that your partners & suppliers are using
The sites that your competitors are usingCopyright © 2012 Constant Contact, Inc.
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Your contacts want to keep in touch, but on their terms
EmailFacebookTwitter
26
Add social icons to email campaigns to define your audience’s preferred channels
Discover Preferred Channels
Copyright © 2012 Constant Contact, Inc.
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Kickstart 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 signup icons in every email so subscribers can join you on your social sites.
Copyright © 2012 Constant Contact, Inc.
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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 © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
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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 © 2012 Constant Contact, Inc.
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Engaging Content
Copyright © 2012 Constant Contact, Inc.
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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.
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Content is King!
Content is the feeder of 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.
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Content is not limited to words.
Your organization has a story to tell.
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Social ContentMusic
Words
Pictures
Opinions!
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Perception = Realityin Social Media
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Social = Content
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Content = Perception
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Content creates your Reality
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What is STOPPING you from being SOCIAL for your
Business?
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CHALLENGES:
#1 “Creating Original Content” #2 “Having time to do it”
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Content is a critical new skill you NEED to learn, to thrive
in the new economy.
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Make Content Shareable/Broadcast-able
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Content Reuse: Krista Photography
Copyright © 2012 Constant Contact, Inc.
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More than 900+ million active usersFacebook Statistics, 2011
More than 50% of Facebook users log on any given dayFacebook 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.
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Basic Anatomy of a Facebook Business Page
Cover photo & profile picture
Events or whatever
Posts by You and Others
Recent photos and images
Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
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160 million registered users100 million active users
Mashable.com, 2011
60% of users follow companies, brands, and products
Mediabistro.com, 2011
_______________________
Engagement Through Sharing
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.
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Basic Anatomy of a Twitter Feed
Avatar – Logo or Photo
Your Handle
Most Recent & Past Tweets
Followers and Following
Basic Info, Link, Description
Recent Images
Copyright © 2012 Constant Contact, Inc.
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86% of B2B marketers use LinkedInChief 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 and relationships
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.
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Basic Anatomy of a LinkedIn Profile
Name, Location, Basic Stats
Logo
Your Photo or Your Logo
Work Experience, Now & Then
Information You Share
Communication Options
Your Network and Other Info, Twitter, Websites,Recommendations,etc.
Copyright © 2012 Constant Contact, Inc.
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Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, 're-pin' images to their own collections or 'like' photos
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Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, 're-pin' images to their own collections or 'like' photos
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Instagram is a free photo-sharing program and social network that was launched in October 2010. The service enables users to take a photo, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services
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Instagram is a free photo-sharing program and social network that was launched in October 2010. The service enables users to take a photo, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services
“Facebook acquired Instagram for approximately $1 billion in cash and stock.”
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How Social Content Decays: Facebook
Copyright © 2012 Constant Contact, Inc.
Source: Momentus Media, 2011
Attentionomics:
Customize content
Activate passionate customers, staff, friends, and family to re-stimulate conversations
Optimize for best time to engage
Life of a Facebook post = 9 hours 90% of clicks happen within 9 hours 50% of clicks happen within the first
hour
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How Social Content Decays: Twitter
Copyright © 2012 Constant Contact, Inc.
Source: Sysomos, 2011
Over 110 million tweets
per day!
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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 © 2012 Constant Contact, Inc.
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Conversations
Copyright © 2012 Constant Contact, Inc.
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Content has changed...
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Content used to be One Way.
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Now it’s a two way conversation.
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Content = Engagement
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Social Media Dos: 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 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.
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Source: SocialMediaQuickstarter.com, 2011
Dealing With The Positive
Positive comments are an opportunity to interact and help spread the messageSocial networks can be a convenient way for people to share interest, excitement.
1. Comment back
2. Answer questions.
3. Share comments (content!) in other marketing channels.
4. Possibly reward people who took the time to post a positive comment (offline).
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Engagement Starts with You!Start Conversations, Say Thank You
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Social Media 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.
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Turning Negativity into a Great Customer Experience
Negative comments are inevitable: Social networks can be a convenient way for people to vent frustrations.
1. Always reach out to the customer. Pick up the phone if possible Use a private message, email, or DM
2. Let your network know that you are addressing the issue.
Respond! Show that you are listening and respond positively, publically
3. Always seek to satisfy and delight, not defend.
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7 Habits for Writing in Social Media
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1. Everything is content
7 Habits for Writing in Social Media
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1. Everything is content2. Be consistent
7 Habits for Writing in Social Media
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1. Everything is content2. Be consistent3. Organize ahead of time
7 Habits for Writing in Social Media
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1. Everything is content2. Be consistent3. Organize ahead of time4. Keep the post alive all month
7 Habits for Writing in Social Media
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1. Everything is content2. Be consistent3. Organize ahead of time4. Keep the post alive all month5. React appropriately
7 Habits for Writing in Social Media
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1. Everything is content2. Be consistent3. Organize ahead of time4. Keep the post alive all month5. React appropriately6. Plan to be spontaneous
7 Habits for Writing in Social Media
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1. Everything is content2. Be consistent3. Organize ahead of time4. Keep the post alive all month5. React appropriately6. Plan to be spontaneous7. Don’t be afraid
7 Habits for Writing in Social Media
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The world is ruled by content.
Big or small.
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Managing Your Time and Activities
Managing Your Time
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Do It Daily, But Don’t Overdo It
A word of 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 per week is more than most small businesses.
2011 Small Business Attitudes & Outlook Survey
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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.
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Monitor and Manage your Time
Popular time management and monitoring tools include:
Google Alerts
HootSuite
TweetDeck
RSS
NutshellMail
Copyright © 2012 Constant Contact, Inc.
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Copyright © 2012 Constant Contact, Inc.
Use NutshellMail to Engage,on Your Time
Track your Page Insights
Reply from your Inbox
Read Fan comments
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
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Defining Social Media Marketing Success for Small Businesses and Organizations
Measuring Success
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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?
Copyright © 2012 Constant Contact, Inc.
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Social Media Successfor Small Business and Organizations
Test 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.
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.
ExactTarget, "Subscribers, Fans and Followers: The collaborative Future." September 8, 2010
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Copyright © 2012 Constant Contact, Inc.
A True Story: “I love nails!”
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Next Steps
Copyright © 2012 Constant Contact, Inc.
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Take the Next Step
Sign up for a free Email Marketing trial. Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Toll-free: 866-876-8464constantcontact.com
Register for our free webinars:
Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts.
constantcontact.com/learning-center
WebinarsEmail + Social =Success, Guaranteed.
FREE!FREE!
FREE!
FREE!
Get a Social Media Quickstart!
Get started building connections through social media marketing, today!
socialquickstarter.com
FREE!
FREE!
FREE! Social Media QuickstarterFREE!
FREE!
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More Events…
The Power of Email Marketing
Thursday October 25th
9am-11:30am@
Aurora Cineplex
Copyright © 2012 Constant Contact, Inc.
The Next Opportunity…
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We’d love to help you…
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• Content Creation and Strategy • Managed Marketing Services• Social Media Marketing and Networking• Email Marketing • Search Engine Optimization• Content Optimization and Website work• Search Engine Marketing
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Q & AGhostPartner.com
#SocialGhost
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Howard Flint “Local Expert”Ghost Partner – Content Creation and Social Marketing
[email protected] xt. 2
Facebook.com/GhostPartner LinkedIn.com/in/GhostPartner
@GhostPartner
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Contact Information
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow