social media-email-mat
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Social Media and Email
How each of these marketing tools feed each other and make your Business more
successful
Copyright © 2008 Constant Contact Inc.
3
Introduction
Copyright © 2010 Constant Contact, Inc.
Jim Kirschenmann Chief Knowledge Officer MAX Communications
Email: Jim@HelpMeMax.com Website: www.HelpMeMax.com @HelpMeMax
HelpMeMax.blogspot.com
facebook.com/HelpMeMax
Agenda
Introduction to SMART Social Social Media Marketing at Mid-America Tile What You can do NOW What to expect going forward
Question & Answer Session after the presentation
Copyright © 2008 Constant Contact, Inc.
Introduction to SMART Social
Social Central A-Ha-traction Marketing Engage Boosters
Copyright © 2008 Constant Contact, Inc.
Programs Available:
Introduction to SMART Social
Create Social Network “Framework”
Link Sites Together with Central Console
Start “Priming the Pump” for the Engagement Cycle
24/7 Monitoring of these multiple channels
Weekly Reports ( http://getsmartsocial.com/membersarea )
Copyright © 2008 Constant Contact, Inc.
Social Central:
Different Approach to Marketing
Traditional Marketing
Social MediaMarketing
Different Approach to Marketing
Awareness: Create awareness with earned media (generated by your existing Facebook fans), owned media (seeded content), and paid media (advertising).
Experience: Once you’ve created awareness of your brand on Facebook, you can use pages, ads, apps and plugins to deliver experiences to your visitors.
Value Exchange: This ongoing cycle of engagement can eventually lead to a value exchange, such as a like, comment, conversion or transaction.
Different Approach to Marketing
Traditional Marketing
Social MediaMarketing
Social Media / Blog Posts Email Marketing Email Promotions Feedback / Testimonials
Copyright © 2008 Constant Contact, Inc.
Iterative Process:
Social Media Marketing Flow
Why they work together
Social Media; Blogs, SEO Social Media users want to engage with you General interest in your organization/services via email:
42% of social media users check their email four times a day or more; compared to 27% who do not use social media.
63% people the same email account for Social Email Newsletters-Deepen & Nurture the relationship Media messages as they do to opt-in to permission
based email. -Merkle, View from the Social Inbox 2010
75% of daily social media users said that email is Email Promotion-Benefits and Closing the sale
the best way for companies to communicate with them. 49% of Twitter users said they made an
online purchase because of an email versus 33% of all email users
-Social Media marketing Benchmark Report, Marketing Testimonials, Feedback, and Referrals
Sherpa, 2010
Engagement = higher deliverability rates, more conversion, deeper brand and customer loyalty = increase revenue
Copyright © 2008 Constant Contact, Inc.
Blogs: Start Listening/ Reading/ Following
Blogs are the journals of experts, small businesses, or
passionate individuals. Every topic imagined is covered. Look for
and follow: Find via Google, technorati,
blogcatalog Blogs that cover topics that interest
you and relate to your business Blogs that cover topics that would interest your customers/members and are already reading.
Note what has actual interesting and helpful information.
If you find helpful information or there are comments from readers on how helpful the content is? Keep Reading!
Sign up for RSS feeds on the ones you pick as a regular read to keep in touch with what is going Be Aware: “Only 16% of people surveyed say they
trust corporate blogs”- Consumers Don’t Trust Corporate Blogs, on.
Forrester Research, 2008 Why? Too much self-promotion, product/service pushing, and too little two-way communications.
Copyright © 2008 Constant Contact, Inc.
Use Social Bookmarks
Start to watch what your (potential) readers and followers are bookmarking.
Understand what is useful, helpful and interesting from their point of view.
Where do I look? Del.icio.us Digg
Bookmark sections of Social/Business Networks
Additional Resource Sections of Blogs
You have material that fits these needs? Bookmark your own!
Can you describe what forward to a friend in email does? -Social Bookmarks work in a similar way.
Copyright © 2008 Constant Contact, Inc.
Blogs: Start Contributing to the Conversation
Have your own message or information to share? Start writing your own blog.
Rules your blog should live by: Details to Consider Blogging is a commitment. If you do not
update on a regular, predictable basis, you will A blog is not a website, it is a social tool to lose readership. extend your relationships. Consider writing topics that complement your People like people; people buy from people; SEO strategy. keep it real and be their friend. Create links back to complementary information
People (Readers) gravitate to what they like on your website from relevant key words in a and the people who are like them. post.
Don’t over do it, only when there is a good match. Nothing makes an impact more than passionate people doing the things they Give your reader a way to interact. Polls are
love. a great tool for interaction. Be transparent, get negative comments?
They are the gift of feedback. Address and Cross promote your email newsletters in your find something actionable out of them. Blog and your Blog in your newsletters.
Let the content of your Blog + comments feed and support the content of your email newsletters. Do not compete but complement!
Copyright © 2008 Constant Contact, Inc.
For Example, Search thru blogs like http://www.LifeOfAnArchitect.com
Blogs as a Communication Tool
Create Content ONCE, use it Many TimesShare the content Target Audience
Feed to Facebook
Send out link via Twitter
Updates to LinkedIn
Feed to/from Website
Summarize in Email
Fans / Friends
Searching for Business Intel
Professional Colleagues
Prospects/Suspects
Direct Contacts (Relationship)
Social Sites being Populated Blog Posts Email Marketing Email Promotions Feedback / Testimonials
Copyright © 2008 Constant Contact, Inc.
Content Building:
Social Media at Mid-America Tile
What You can do NOW
• Follow on Blog and Twitter; Like on Facebook• Interact=Post Comments;
• Integrate=include Social Media links in all Communications
Copyright © 2008 Constant Contact, Inc.
1. Blog = MidAmericaTile.blogspot.com
2. Twitter = @midamericatile, @chicagotiles
3. Facebook = MidAmericaTile, then LIKE, Invite your friends, and Share from your wall.
Readers share in social media
Why do people share? Contributing to the conversation, self- interest, altruism, validation, affinity with the larger community
Copyright © 2008 Constant Contact, Inc.
Empower people to share your content with their social networks.
Build Content to feed to Social Media
Ensure what you are putting out in allchannels is share worthy:
Trustworthiness Reputation Ethical behavior
Tribal interest- Seth Godin’s Tribes 1. Tribes are communities with a common interest or belief that is shared by individual members2. The individuals within the tribe are connected to each other 3. The tribe is dynamic and changes constantly ,and also promotes change
Value is simple and obvious, creates value to the reader
Ease of sharing Reward/incentives
“Business to Business email newsletter publishers are showing early results of a 25% boost in reader interaction and a surge of inbound traffic from their social networking sites”
-Marketing Sherpa, Share to social buttons increase newsletter interaction.
Copyright © 2008 Constant Contact, Inc.
Reason it is called Social Media
CONVERSATION: Communication goes in two directions • re-use, • promote other contributions, and • build on content from all the various tools.
Guiding Principles of interacting in Social Media: Give people something to talk about
Create communities and connect people Be active in influential communities Transparency Create evangelists
Listen and act on feedback
Copyright © 2008 Constant Contact, Inc.
Invite Others to follow on…- Blog, - Twitter, - Facebook, - LinkedIn
Invite people to follow you in your email marketing
Although they read your emails, it could be new to them that you are on Twitter.
This applies to Facebook and LinkedIn as well.
Copyright © 2008 Constant Contact, Inc.
… and put the links in your Email signature
Follow Us On...
… as well as on the Website
Use Email Marketing to continue the relationship
Strategic placement and MENTION of the sign-up to join your email communications list.
Place in visible location
Think about putting it in a locations such as your showroom, customer service desk, and ask when on the phone…
Be sure what you are offering with Email Marketing has Perceived Value
Copyright © 2008 Constant Contact, Inc.
Keep the communication cycle going
Remember email is the base that drives the Social Media; Blogs, Search Engine Optimization content to feed Social - General interest in your organization/services Media and SEO.
Social Media and SEO Email Newsletters-Deepen & Nurture the Relationship
bring you more exposure and grows your list.
Email closes the deal Email PromotionBenefits and Closing the sale and nurtures the long
term relationship
Testimonials, Feedback and Referrals
Copyright © 2008 Constant Contact, Inc.
What to ExpectGoing Forward
Copyright © 2008 Constant Contact, Inc.
“Priming the Pump” for Engagement
AWARENESS
Copyright © 2008 Constant Contact, Inc.
What is Happening at This Phase
Constituent ExperienceIncreasing Awareness15-25 Posts per day:• Twitter (2 accounts)• Facebook Page• Promotion Campaigns
(Starting Today)• Recognition of Brand/Name• Getting “Mentions”
Visits to Mid-America Tile:• Website **• Facebook “fan” Page• Blog• Opt-In Emails• Showroom / Info Requests
Value Exchange
New Workstations / New Outlook
New Workstations will have Outlook 2010
Added Features including OSC = Outlook Social Connector
Allows you to Stay up-to-the-minute with the people in your networks by accessing everything from e-mail threads to status updates in one single, centralized view.
Outlook 2010 Outlook Social Connector
Copyright © 2008 Constant Contact, Inc.
Further in the Future
MobileLocal
Claim Listings at:• Google Places• Facebook Places /
Deals• Yelp• Yahoo! Local
Create Presence with:• QR Codes• Mobile Coupons• Video/YouTube
Questions?
Copyright © 2008 Constant Contact, Inc.
34
Q & A
Copyright © 2010 Constant Contact, Inc.
Jim Kirschenmann Chief Knowledge Officer MAX Communications
Email: Jim@HelpMeMax.com Website: www.HelpMeMax.com @HelpMeMax
HelpMeMax.blogspot.com
facebook.com/HelpMeMax
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