MSM10 - 22 November 2010

1. How To Monitor & Measure $uccess?
Social Media Marketing for SMBs

2. Introduction
Mark Schmulen
General Manager of Social Media
Constant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen

3. Waving the Banner for Social Media

4. But What About The Rest Of Us?

5. Fundamental Principal
You Must Provide a
Great Customer Experience
There is No Cure for Sucking

6. These Guys Are Mad
Copyright © 2010 Constant Contact, Inc. 6

7. Social Media is the New Word of Mouth
7
Source: Neilson Global Trust
in Advertising Survey, 2007

8. Social Media Endorsements
Translates into $$$
Copyright © 2010 Constant Contact, Inc. 8
51% of the U.S. sample
of the survey had
purchased a product
based on an online
recommendation.

9. Social Media Follows Lead to
Purchase & Recommendations
Copyright © 2010 Constant Contact, Inc. 9

10. 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

11. Your Customers Have Become
Your Best Advertisers
63% of small businesses say word-
of-mouth marketing is the most
effective way to market their
business and find new customers

12. New tools have changed the game.
Businesses focus
on acquisition
Revenue and profit
are generated by
repeat customers
Find
Convert
Keep
Find
Convert
Keep
Traditional Marketing Engagement Marketing

13. Apply New Tools To The Cycle
Start with your passionate
customers and
interesting content
Email
Marketing
Social Media
Marketing
Suspect
Customer
Fan Prospect

14. What is Marketing?
Elicits a Physical & Measurable Response

15. Engagement Marketing Adds a New Element
Elicits a Physical & Measurable Response

16. 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

17. Know Your Funnel
But You Can’t Measure Everything

18. What is the ROI of a Conversation?
Was there value to the conversation you just
had during our break?
ROI doesn’t always fit nicely into a
spreadsheet

19. Copyright © 2010 Constant Contact, Inc.
Doing it Well: Lessons from the
Real World of SMB’s
19

20. 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

21. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers

22. Dingo
Dingo sent an Email
Campaign to 8,934
subscribers
Dingo shared the offer on
Facebook and Twitter

23. 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

24. 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

25. 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

26. Dingo
Dingo now has 8,451 Likes and 14,140 Subscribers
It took them 3 days to reach 5K!

27. Dingo: It’s all about building Community

28. 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

29. Dingo: “Social Call To Action”

30. 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% off your
next manicure
Say “I Love Glamour Nails” to get
20% off your next manicure
Say “I Love Getting My Nails Done” to
get 20% off your next manicure

31. Glamour Nails
Your Customers Want Choices
Find Out Where They Are
Email
Facebook
Twitter

32. CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
Measuring Social Email

33. 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

34. Copyright © 2010 Constant Contact, Inc.
Make It Easy On Yourself:
Use the Tools
34

35. We need to Listen
35
If a Conversation
Takes Place
Online & You’re
Not There to
Hear It,
Did It
Really Happen?

36. Problems with Monitoring Social Media
36

37. NutshellMail Keeps You Connected
37
We Make It Simple
To Be Social
It’s Free!
www.NutshellMail.com

38. NutshellMail is Your Personal Assistant
38

39. NutshellMail Delivers On Your Schedule
Copyright © 2010 Constant Contact, Inc. 39

40. 40
Directly To Your Email Inbox

41. 41
Respond & Move On

42. 42
Filter Out the Noise
 Friend Lists
 Facebook Pages
 Filters & Applications
 Customizable Sections
 Quitters
 Twitter Lists
 Search Term Tracking
 Customizable Sections

43. Q & A
Mark Schmulen
General Manager of Social Media
Constant Contact
Email: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
facebook.com/mschmulen
@mschmulen
linkedin.com/in/markschmulen