social media monitoring for smbs
DESCRIPTION
Mark Schmulen of Constant Contact explains how SMBs can use social media monitoring to increase sales and reduce marketing costs. Presentation taken from Monitoring Social Media Boston, 5th Oct 2010.TRANSCRIPT
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How To Monitor & Measure $uccess?
Social Media Marketing for SMBs
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Introduction
Mark Schmulen General Manager of Social Media Constant Contact
Email: [email protected]
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen
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Waving the Banner for Social Media
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But What About The Rest Of Us?
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Fundamental Principal #1
You Must Provide a Great Customer Experience
There is No Cure for Sucking
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Social Media is the New Word of Mouth
6
Source: Neilson Global Trust in Advertising Survey, 2007
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Social Media Endorsements Lead to Purchase
Copyright © 2010 Constant Contact, Inc. 7
51% of the U.S. sample of the survey had purchased a product based on an online recommendation.
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It’s All About the Customer
“Over the years, the number one driver of our growth at
Zappos has been repeat customers and word of
mouth.”- Tony Hsieh, Delivering Happiness
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Fundamental Principal #2
Marketing Does Not End After The Sale
Effective Marketing Begins During & Continues After The Sale
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Copyright © 2010 Constant Contact, Inc. 10
These Guys Are Mad
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New tools have changed the game.
Businesses focus on acquisition
Revenue and profit are generated by repeat customers
Find
Convert
Keep
Find
Convert
KeepTraditional Marketing Interactive Marketing
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Apply New Tools To The Cycle
Start with your passionate customers and
interesting content
Email Marketing
Social Media
Marketing
Suspect
Customer
Fan Prospect
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What is Marketing?
Elicits a Physical & Measurable Response
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Interactive Marketing Adds a New Element
Elicits a Physical & Measurable Response& Emotional
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This is just funny
Elicits a Physical & Measurable Response& Emotional
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Measuring the Response
Clicks Opens Page Views Fans Followers Subscribers
How does this translate into $$$?
The Physical The Emotional
Likes Shares Retweets Mentions User Reviews Sentiment
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Know Your Funnel
But Know That You Can’t Measure Everything
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18Copyright © 2010 Constant Contact, Inc.
Doing it Well: Lessons from the Real World of SMB’s
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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
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Dingo
Dingo sent an Email Campaign to 8,934 subscribers
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Dingo
Dingo sent an Email Campaign to 8,934 subscribers
Dingo shared the offer on Facebook and Twitter
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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
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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
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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
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Dingo
Dingo now has 6,329 Likes and 14,140 Subscribers
It took them 3 days!
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Dingo: It’s all about building Community
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Dingo: The Important Results
Monthly Sales Grew 22%
New Customers Account for 45% of that Growth
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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
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Glamour Nails
Your Customers Want ChoicesFind Out Where They Are
EmailFacebookTwitter
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CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
Measuring Social Email
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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
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32Copyright © 2010 Constant Contact, Inc.
Make It Easy On Yourself: Use the Tools
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Problems with Monitoring Social Media
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NutshellMail Keeps You Connected
We Make It Simple To Be Social
It’s Free!
www.NutshellMail.com
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NutshellMail is Your Personal Assistant
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Copyright © 2010 Constant Contact, Inc. 36
NutshellMail Delivers On Your Schedule
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Directly To Your Email Inbox
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Q & A
Mark Schmulen General Manager of Social Media Constant Contact
Email: [email protected]
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen