San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media
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As a busy small business, social media is probably just one more thing to add to your already exhaustive list of things to do and understand. We're here to say social media isn't really that hard – really! And if you're already sending email marketing campaigns to your customers, it's even easier. Join VerticalResponse as we break down social media and email marketing into actionable strategies and tactics that nearly any small business, regardless of your level of marketing or tech knowledge, can implement immediately. You'll come away with four easy ways to leverage the power of your email marketing and social media efforts, and get the most out of your time. Topics include how to: • Use the content you already have • Increase your reach with Twitter and Facebook • Build email, Twitter and Facebook lists through cross-promotion • Determine which metrics matter for your business • Use free/low-cost tools to measure engagement/growth
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San Francisco Small Business Week 2013 - Create a Quick and Easy Marketing Plan Using Email and Social Media
- 1. Create a Quick and Easy Marketing Plan Using Email and Social Media Jill Bastian, Training and Education VerticalResponse @jillieb3 @VR4SmallBiz Facebook.com/VerticalResponse
- 2. Agenda 1. Content – What to publish to Twitter, Facebook, Blogs and email campaigns 2. Increase your reach with Twitter & Facebook 3. Email & Social – How they need to interact to get you more biz 4. Analyze – Reports to check out
- 3. 1. Content
- 4. Content – Use What You Have • Employee Stories • Holidays • Photos and Videos • Guides, whitepapers or notes • Outside content • Questions • Great offers • Events
- 5. Make a Content List – Winery Example • Stories • Kristen spent 3 hours on the wine press, Johnny is working the tasting room today, why the winemaker wanted to blend, document the process and what you’re doing today • Photos - Videos • Vineyards, wine dinners, winemaking, dogs, new labels, winery owner family, awards, food festival you’re at, bottle shots • Press or Award you won • Award, acceptance, press release, press mentions • Events • Wine dinner invites, food festival announcements • Outside content • Neighboring wineries announcements, article on varietals, article on health benefits of wine, food pairing recipes, food pairing articles, food in season • Questions & Polls • What would you like to see at the next dinner? Do you like our new label? What varietal is your favorite? What type of wine are you and why? • Great offers • Facebook, Twitter, email-only discounts on wine & merchandise, wine club offers
- 6. Your Blog – The Center of Your Content Blogs are ever-changing your website isn’t Receptacle of all things content Reap SEO Benefits Cross promote Twitter Facebook Emails
- 7. Retailer website might add new products New products always promoting Reap SEO Benefits Cross promote Twitter Facebook Emails Retail Example
- 8. Create a Calendar Email newsletter Food Fest. Dinner invite Pix of Food Festival Dinner reminder Wine Wed. Disc. 20% Zin. Wine Wed. Disc. 15% Chard Wine Wed. Disc. 10% Wine Club. Wine Wed. Disc. Free Shipping. Wine Wed. Disc. 20% Cab. Photo: Gus Meet Gus, winery dog. Food Festival Sat. newsletter Email newsletter newsletter Email newsletter newsletter Tasting notes from wmaker Dinner reminder Dinner Pix Winemaker Dinner pix & pre-release sale. Pork shoulder recipe – Zin pair – 20% How do you like our new label? Like label? Parker Score Parker Score Parker Score Johnny at tasting room! Kara at TR & Dinner Pix Doug at tasting room! Sarah at tasting room, taste Parker-rated Zin Wine Club ready to ship RT: Food & Wine - zin roundup RT: Food & Wine health benefits of wine Food Fest. Wine Dinner RT: Food & Wine Napa rated #1 destination RT: Food & Wine Parker Scores are out. Pressing Time! Pix. Dinner invite Emails Social Networks Blog
- 9. 2. Increase Your Twitter & Facebook Reach
- 10. Get More Reach • Reach = number of people that have the opportunity to be exposed to your message • Got great content? Get it in front of qualified people • Build your list of Facebook Fans and Twitter followers • Increase “engagement” • Someone answers a question • RT’s your Tweet • Comments on your post • Likes your post or your Page
- 13. Facebook – A Story for the Naysayers • Sierra posted Swizzle • Janine clicked and went to the SPCA site • Saw Dwight, fell in love • Dwight was home in 48 hours
- 16. Encourage Engagement With Content • Ask questions • Update with blog posts, events, company news, industry news, videos & photos • Post to your customers’ pages • Include calls to action whenever possible • Contests, discounts, events Cool tools for monitoring Facebook engagement: VerticalResponse Social, Sprout Social, Radian6
- 17. Encourage Engagement With Content
- 18. Encourage Engagement With Content
- 19. Encourage Engagement – Not all about business!
- 20. • Do something nice for every Like • Planting a tree for every Like • Cause related marketing works! Encourage Engagement With a Cause
- 21. Chandon is giving away free treats to encourage Likes and word of mouth! Encourage Engagement With a Giveaway
- 22. Facebook Likes Ad Campaign - Example
- 23. • Can be shown to anyone • Can bring people to a Page, post, tab, or external url • Gets shown on the right hand side with the other ads • Can be customized with copy and image Facebook Likes Ad Campaign - Example
- 24. • Target – Wine interests • US – since they ship to the US and want qualified Likes • Chose the url for the Facebook Page since we went for Likes • Set lifetime budget for $100 Facebook Likes Ad Campaign - Example
- 25. • It costs .32 cost per click on the ad • We spent 34.56 for 108 clicks and 152 likes • Campaign lasted just one week • It cost .23/like for this particular campaign! Facebook Likes Ad Campaign - Example
- 26. • Campaign started May 21st • Stopped campaign May 27th • Organic reach kept a higher average than before the campaign Facebook Likes Ad Campaign - Example
- 28. Twitter Engagement • Email marketing campaigns via the Social Sharing feature • Blog posts, company news, contests & sales • Media that you consume as well • Industry trends and studies • Relevant blog posts and articles • Follow and RT brands you like (Food & Wine example) • Thank people for mentioning your brand & RT positive mentions! • Thank followers when they RT you • People love to be acknowledged Cool Tools to monitor Twitter engagement: VerticalResponse Social, TweetDeck, Hootsuite, Sprout Social, Radian6.
- 29. • Solo email encouraging a follow • Bonus offers and flash discounts! Twitter Engagement – Get the follow
- 30. Twitter Engagement – Posting Content
- 31. Twitter Engagement – Posting Content
- 32. Twitter Engagement – Posting Content
- 33. Universal Social Media Content & Engagement • Be consistent! • Users constantly consume so content gets stale quickly • Listen, respond, and converse • Don’t be afraid to take it offline • Moderate as little as possible • Customers value transparency and the ability to leave feedback • By publicly (and gracefully!) handling feedback, you gain more than you lose • Make sharing easy • Share Buttons for your website, blog & emails • Content can’t be all about you • Tap into your audience’s interests
- 34. 3. Email & Social
- 35. Email & Social Go together • Businesses that use email & social get a 28% higher open rate than those who don’t • You need to be everywhere your prospects and customers are • Your customers are your best source of marketing • Your customers’ friends are probably a lot like them
- 36. Blogs • Blogs + email marketing = great way to exchange content • Add an opt-in form to your blog • Use blog posts for newsletter content • Use email to help build a strong following for your blog
- 37. Get That Email Address! • Ask Facebook followers for their email address. • Have a welcome app on your Facebook page with a form asking for their email address. • Tweet “sign up to receive “email only” offers – then link to an opt-in form
- 38. Email & Social Go together • Post your email to your Facebook & Twitter feeds. • Include "like us on FB, and follow us on Twitter” buttons in your emails Most ESPs provide you the ability to do this. • Send a solo email asking recipients to follow you on social networks
- 39. 4. Analyze That!
- 40. Facebook Reach – Google Analytics • Businesses who collectively do all of this get better response rates. • Our study • Email open & click rates - share rates Teen Tycoon contest
- 41. Blog visitors – Google Analytics • Measure what people like to click on • Measure how many people leave and go to your site.
- 43. Twitter Counter
- 45. Wrap Up
- 46. • Use what you’ve got • In every communication think about increasing your reach with all of your channels • Make sure you’re thinking about social when you’re managing your email and vice versa • Peek at your reporting every now and then to learn from what you’re doing. Remember to engage!
- 47. Cool Tools To Use • VerticalResponse • Email Marketing, Social Media Marketing, event marketing and online surveys. • Tweetdeck, Hootsuite, Klout, Sprout Social • Social Media Monitoring • Facebook Insights • Tracks Facebook Reach, Likes and people talking about you • Google Analytics • Wordpress, Tumblr, Blogger - Blogs
- 48. This Powerpoint is Available! View this Powerpoint using Slideshare! http://www.slideshare.net/VerticalResponse
- 49. VerticalResponse Tools & Resources • How to Do Everything • http://help.verticalresponse.com • Free Marketing Guides https://www.verticalresponse.com/marketing- resources Integrating Social Media & Email Checklist Get Social and Get Results • Recorded Webinars: • https://www.verticalresponse.com/marketing- resources • Twitter For Your Business Facebook For Your Business LinkedIn For Your Business
- 50. Q & A
Editor's Notes
- Thanks for coming to America Means BusinessWe thank Michael for hosting this amazing event and maybe more in the future to come!Take a moment to Tweet or post to Facebook that you’re at America Means Business listening to @janinepopick!
- 4 Ways to Utilize the Power of Social Media
- Content marketing in the past 5 years has really taken off especially since social media has taken such a place in the world of marketing for businesses. So let’s talk about what content you should be thinking about and where to post the content.
- People don’t know what to postYou’ve got a ton of content already to tell the worldMore and more people who want to do business with you also want to interact wit youEmployee StoriesHolidaysPhotos and VideosGuides, whitepapers or notesOutside contentQuestionsGreat offersEvents
- I’m gonna use a winery as an example.
- Now that you’ve got your list of stuff to post where do you go first? We think blogs are a great destination. Why?You want people to see “new” things. When was the last time you changed the content of your website unless of course you’re putting new products onto it?You have a webpage you can put your information on and link to from other outlets.Google really likes blogs for search engine optimizationYou always need to be cross promoting. Petcamp was doing a “name our mascot” promotion on Facebook. They talked about it on their blog where you can see they have “follow me” links and an email subscribe field. They Tweeted about it on Twitter. They promoted it on Facebook. They promoted it in their email campaigns and included follow me links. It’s a great approach to cross promote using all of your channels sending people to the blog.
- Here’s an example of Cross promotion with a retailer that might not have a blog.
- I’m a visual person, so I decided to take this winery example one step further and put it to a calendar. What you need to remember is yellow is email marketing, blue is what you’d do to Social networks, and green is what you’ll blog.
- We covered Content, now we’re going to cover how to increase your Facebook and Twitter reach.
- What is reach? Reach = number of people that have the opportunity to be exposed to your message. Not the number who clicked or saw it. The bigger the number the better, so increase fans and likes. Great content needs to be in front of the most people it canIncrease engagement – what is engagement? When someone answers a q, RT’s your Tweet, Comments on your post, Likes your post, shares your post.
- Sierra posted SwizzleI know she didn’t want a dogI clicked and went to the siteSaw DwightFell in loveIM’d my husbandDwight was ours in 48 hoursTrusted her friends interest and read the strory
- How do you get more engagementQuestions: People love to answer questions and they love to comment on photos and videos.If you see a follower who is a customer post to their feed, you’ll get in front of all of their friends with your comment.
- Pedros Cantina has a community of baseball players being that they’re in front of the Giants ballpark. Omaha Steaks great content for free gift cards.They got over 100 likes. That’s 100 people who got Omaha’s message in front of potential buyers.Mavericks surf is a huge surf contest. They posted this photo of opening ceremonies and got 130 likes and 27 comments.
- All VA did was put up an amazing offer and they got 308 likes and 24 comments. Anyone like madmen? Fav line from this weeks episode 1700 people that liked and commentedChandon had a timely post supporting Tennis since we’re in the heart of the season. In no time they got almost 600 likes.
- This is funny. This is my companies posts about nothing related to business and we got a ton of activity on them. Just goes to show you that people want to interact with your business on all levels.
- This company is planting a tree for every new Facebook Fan they get.
- How about a cool giveaway?Essie is giving away 1000 free nail polish bottles.
- I’m going to talk to you about a very small small test on how I went about doing a Facebook Ads like campaign and doubled the number of likes to this business in one week. Had 120 likes, and they were happy about that. In one week up to 289An extra 100 who interact, and 1000s who are exposed to their posts
- Can be shown to anyoneCan bring people to a Page, post, tab, or external urlGets shown on the right hand side with the other adsCan be customized with copy and image
- These are highly qualified people based on the targets we chose and a very large audience of over 4.3 million people for this to be seen to.
- These are highly qualified people based on the targets we chose.Out of the 4.3 million people this could have been seen by, the reach was only 21000. There are a ton more eyeballs to get this ad in front of to increase the Likes.
- Campaign started May 21stStopped campaign May 27thOrganic reach kept a higher average than before the campaign
- Email marketing campaigns via the Social Sharing featureBlog posts, company news, contests & salesMedia that you consume as wellIndustry trends and studies Relevant blog posts and articles Follow people and brands you like for good content, and retweet them (Food & Wine example)Thank people for mentioning your brand & RT positive mentions! Thank followers when they RT youPeople love to be acknowledgedCool Tools to monitor: VerticalResponse Social, TweetDeck, Hootsuite, Sprout Social.
- Solo email encouraging a followBonus offers and flash discounts!
- Great example of being informational with tips for kennel cough and Wholesale Pet creating a campaign around a fictional holiday
- Quotes and questions
- Hashtags and pics
- At VR the most engagement we get is from wacky pictures we post.
- I chose this graphic because it embodies two great things that really go well together. We talked about what content to use, and how to use that content for Facebook and Twitter, now we’re going to talk about how to cross promote in order to get more from all of your channels.
- Businesses that use email & social get a 28% higher open rate than those who don’tYou need to be everywhere your prospects and customers are (talk to someone who doesn’t see an email but sees a FB post)Your customers are your best source of marketing – Talk to vr’s pull down menu and the number one answer for “how did you hear from us” was “friend”Your customer’s friends are probably a lot like them so they are the perfect prospects to be in front of.Build your email, Facebook and Twitter lists by through cross promotion.
- This is an example of our own email newsletter where we have an entire section that sends people to the blog. This drives a lot of traffic to our blog and our email recipients both customers and prospects are exposed to our company.
- Ask Facebook followers for their email address. These are templates of a “welcome app” you can have on your FB page to collect email addresses. The top one VerticalResponse can do for you. The bottom one is from Moosejaw again and they do a really good job of making it prominent just like the “Like Us” campaign.Have a welcome app on your Facebook page with a form asking for their email address.Tweet “sign up to receive “email only” offers – then link to an opt-in form
- Post email to your facebook feed, now Shari here just got the web page version of her email in front of her 500 friends that might not have seen it. If they “like” it it would now be in front of their friends too.Include those social media buttons in your emails. This way if your email recipient doesn’t check their email that day and they follow you, they’ll see your email when you post it.Send a solo email to your email list telling them you’re on Facebook or Twitter. Give them a special deal if they like you.Bottom line is that have a greater chance of getting your messages in front of your recipients in one place or another.
- So we’re on our 4th way to utilize the power of social media and what it does for your business.
- Back in February we used social media for a Teen Tycoon contest we did where we had teens post videos of their business and submit to Facebook. You can see when we got submissions and press when the winner was announced in March.From FB to our website
- Measure what people are clicking on and write more blog posts like thoseMeasure how many people go directly to your site from your blogHere you can see that about 1% of our blog traffic leaves our blog and goes directly to our site.Bottom is blog visitors going to VR
- Facebook Insights is available for your Page if you’ve got more than 30 Likes.Left – how many sharesRight – paid visitsOrganic visits – they see you on FB or hear about youPage viewsIt will show you your Reach in a number of ways, Organic, Paid and viral, as well as your unique visitors and your Likes.It’s a nice free tool for you to keep your eye on how things are working.
- Twitter counter is a free tool that enables you to see your follower growth over time.
- Tweetdeck is a great free tool for monitoring what people are saying about you, your business, and anything you want to track.
- This is available on our website right now for you to download.
- Also as a wrap-up we want to remind you of all the resources we have available to you.Our websiteOur new Getting Started Kit- Guides, recorded webinars, and moreOur Email Checklist- downloadSign up for our Marketing NewsletterRead the Blog