social media marketing for your small business

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Social Media Best Practices for

Small Business

http://www.youtube.com/deluxecorporation

http://www.youtube.com/deluxecorporation

http://www.linkedin.com/company/deluxe-corporation

http://www.linkedin.com/company/deluxe-corporation

http://www.facebook.com/deluxecorp

http://www.facebook.com/deluxecorp

http://www.twitter.com/deluxecorp

http://www.twitter.com/deluxecorp

http://www.deluxe.com/

http://www.deluxe.com/


Agenda

Social Media is…

Social Media for Business

The Right Social Media Channels for Your

Business

How Your Business Could Use Social Media

Sold! Now what?

Social Coupons

Social Sweepstakes


……………………………………………………………………………………

Introduction


About the presenters

Heather Rist @heatherrist Director of Social Media and Content

More than 10 years of experience in marketing communications with a

focus in social media, content marketing, brand management and

messaging, public relations, and internal communications.

Amanda MacNaughton @AmandaMalia Head of Product Marketing, Deluxe SBS

Marketing Executive with extensive experience in multi-channel

marketing, social media, product development, branding, and former Co-

Founder of PromoJam Social Marketing Platform, acquired by Deluxe

2014.


Social Media is…

The #1 online activity

A conversation

A listening platform

Real-time information

Marketing / PR / Communications

Networking


Why Use Social Media for Business?

Your customers are there, you should be too!

Social Media is not going anywhere

Word-of-Mouth marketing

Find leads

Search – SEO

Build digital foundation


Right Social Media Channels for Your Business

Consumers + Businesses

Consumers

Businesses + Consumers



Facebook

A space to cultivate relationships

The social website

People turn to your business to find

information and engagements



Twitter

Quick updates and information shared

Many use for professional networking

Find breaking news/information



Pinterest

Pins link directly to your website and

drives traffic

Converts more browsers into buyers

User engagement is addictively high



Your Business’ Social Eco-System



Social Media Content Breakdown Facebook + Twitter + Pinterest

50% Resource Content

50% Brand Content

Real-Time Content

LinkedIn

Business Content

Leads

Recruitment



Resource Content Categories – 50%

Tips

Trends

Polls/questions

Community updates



Resource Content

Contractor

Home styles



Resource Content

Auto Mechanic

Car tips

Contractor/Landscaper

Home or Exterior Makeovers



Resource Content

Restaurant

Garden / Polls and

questions



Resource Content

Hair Salon

Hairstyle trends





Resource Content

Retailer (clothing)

Fashion trends



Resource Content

All

Community updates



Brand Content Categories – 50%

Products

Projects

Sales

Before and after

Store hours



Brand Content

Contractor

Latest projects







Brand Content

Auto

Featured sale





Brand Content

Restaurant

Menu items



Brand Content

Hair Salon

Before and after



Brand Content

Retailer

New products



Real-Time Content Categories

Events

Out & About

Updates

Recognition

Engagement



Real-Time Content

Updates





Real-Time Content

Events





Real-Time Content

Recognition




SOLD! Now What?

Commit

Choose your social media channels

Community Manager

Plan


SOLD! Now What?

Social Media Channel Growth

32

© 2015 DELUXE ENTERPRISE OPERATIONS, INC. ALL RIGHTS RESERVED.

1) Deluxe Social Coupons Turn Social Followers into Paying Customers

JUST LAUNCHED!

2) Social SweepstakesEngage Customers and Generate Leads

PRODUCTSPresented by:

Amanda MacNaughtonHead of Product Marketing, Deluxe Corporation

Co-Founder of PromoJam Social Marketing Platform

33


96% OF SHOPPERSHave used a coupon in the last 3 months

In 2014, over 100 MILLION US ADULTS

used digital coupons, and is expected

to grow by 7% in 2015!

That’s a lot of potential business…

COUPONSTATS + FACTS

34


ATTRACT & RETAIN NEW

CUSTOMERS Customers spend a lot of their time on

social networks and are influenced by

what their peers say online

Customers often try new products by

using a coupon first

Coupons help build customer loyalty by

offering value + incentives

Coupons are great tools for lead

generation. Give away a coupon in

exchange for a post on Facebook and a

customer’s email

35


WHAT IS A S O C I A L C O U P O N ?

Digital CouponsTraditional Coupons

<<

36


① Turn social followers into paying customers

② Use digital to drive revenue

③ Gather valuable customer information

④ Spark engagement and excitement on and

offline

WHY SOCIAL

COUPONS56% of shoppers use coupons to

try out new products

37


SOCIAL MATTERS

1.36

BILLION Facebook Social

Network Users

38


REACHMOBILE CUSTOMERS

4 out of 5 consumers use their smartphones to shop!

Most people research products and businesses online before they make a purchase

Target and engage these customers by offering a coupon on your website or Facebook Page

70% of mobile searches lead to an action, and offering incentives like coupons increase your potential to convert a sale


Business: College of Arts Department of Dance

Product Utilized: Social Coupons + Facebook Ads

Goal: Raise awareness and increase ticket sales through social

media for their annual holiday show “Christmas Around the

World”

Summary: We created a coupon landing page that would

generate Facebook shares from users by offering a $2 discount.

We posted regularly on the organization’s Facebook page to

drive traffic to the promotion and raise awareness of the event.

We highlighted cast members, provided interesting info, images

and links to the offer.

The promotion received almost 500 visits. The Facebook shares

generated from the landing page alone helped increase the

potential reach of the promotion by more than 3,000 people.

The Ad spend boost helped us reach over 55,000 people

creating over 2,000 social actions and over 200 new followers

on the organization’s Facebook page. This promotion was a

smash success!

INCREASE TICKET SALES WITH SOCIAL

COUPONS

40


41


SWEEPSTAKES

STATS + FACTSDID YOU KNOW…

Sweepstakes on Facebook are the MOST EFFECTIVE way to engage fans

Sweepstakes are the MOST COMMON type of contest run on social media

Social Sweepstakes (with email collection form) GET OVER 250% MORE

ENTRIES than other types of online contests

15% OF PEOPLE have shared products or services on social media as

part of a promotion or sweepstakes

Sweepstakes RANKED 6th MOST EFFECTIVE method for customer

acquisition according to US online retailers. Email marketing RANKED 10th.

(We combined them both to bring you this powerful product!)

42


S O … H O W D O E S I T

WORK?1. We create a Sweepstakes

landing page that gathers

contest entries

2. We launch it for the business

with an email marketing

campaign

3. We boost the promotion with

Facebook advertising

4. Import new leads into email

marketing platform

5. We measure and report results

Launching Sweepstakes foryour businesses is easy and effective, driving

NEW LEADS QUICKLY

Landing Page

Email

Marketing

Facebook Ads Mobile Landing Page

43


1.) Users see the

business’ sweepstakes

promoted on Facebook

through posts and

boosted advertising

Facebook post and

boosted advertising

HOW IT

WORKSBoosted Facebook Posts with Ads

44


2.) Users enter the

sweepstakes by filling

their information into

the contest form, and

then share the

sweepstakes with their

friends on Facebook

HOW IT

WORKS

Landing Page With Entry Form

Rewards Page with Share and

Like

45


3.) After each

sweepstakes we

import the emails

collected and help the

business grow their

email marketing

database, getting

them ready for their

next sweepstakes

HOW IT

WORKS

Export to Spreadsheet Import to Vertical Response

46


5.) We help businesses legally

run sweepstakes on Facebook by

complying with Facebook’s

sweepstakes rules and providing

businesses standard template

sweepstakes rules for their

promotions

HOW IT

WORKS Sweepstakes Legal

47


H O W D O C U S T O M E R SF I N D Y O U R B U S I N E S S ’

SWEEPSTAKES

Email Marketing

On Facebook

With targeted advertising

Through peer-to-peer marketing on

social networks

We help customers find youby promoting your sweepstakes

in key places online.

Customers can access your

sweepstakes across all their

devices, reaching them

whether they are in front of

their computer or on the go.

48


HEARTLAND

LODGE

SWEEPSTAKESCASE STUDY

Promotion Views 162,000+

Engagement 1 of every 5 people who entered the promotion shared it with friends on

Facebook, reaching 6,231,952 people

Emails Collected 22,000+

Email Opt Ins 60% of people are opting to receive future updates from the business

(85.17% of these emails were new customers)

Facebook Likes 20,209+ (approximately 810 new likes each day of the contest)

Conversion 34.2%

Website Traffic Increased by OVER 355% (client usually averages between 850-1,000 visits

per day, but during the contest, the client averaged 5,500)

90K Facebook

Fans to Start

49


Product 1: Re-Occurring Social

Sweepstakes Premium (3 month)

• Monthly Kick-Off Consultation Call with a Social

Media Specialist

• One Facebook Social Sweepstakes

• Sweepstakes Template Artwork & Design

• Monthly Email Marketing Campaign (to promote

sweepstakes) Artwork & Design

• 4 Facebook posts per month to promote the

sweepstakes

• $100/campaign Facebook Ad Boost to drive traffic

and entries

• Sweepstakes Entry Form & Data Collection

• Monthly Email Entry List Export and Data Transfer

• Standard Legal Sweepstakes Template Rules

• One Contact & Strategy Call per month

• Final Reporting Recap

Product 2: One-Time Social

Sweepstakes Premium (one-off)

• Kick-Off Consultation Call with a Social Media

Specialist

• One Facebook Social Sweepstakes

• Sweepstakes Template Artwork & Design

• Email Marketing Campaign (to promote

sweepstakes) Artwork & Design

• 4 Facebook posts to promote the sweepstakes

• $200 Facebook Ad Boost to drive traffic and

entries

• Sweepstakes Entry Form & Data Collection

• Email Entry List Export and Data Transfer

• Standard Legal Sweepstakes Template Rules

• One Contact & Strategy Call

• Final Reporting Recap

PRICING AND SPECS

$399/MO.

BEST VALUE

$699/ONE-TIME

50


Q&A

PLEASE FEEL FREETO ASK QUESTIONS

51


THANK YOU!

VISIT WWW.DELUXE.COMFOR MORE INFORMATION

CONTACT US TODAY!

(800) 211-3377

social media marketing for your small business

Social Media

deluxe enterprise operations

social media channels

social media isthe

social mediasold

deluxe sbsmarketing

small business

marketing communications

content marketing