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Weaving Social Media throughout your Lifecycle Marketing Strategy

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Effectively using social means more than distributing blog posts, sharing pictures of kittens and checking up on exes. Learn how various social platforms can enhance each step of Lifecycle Marketing.

This session will cover strategies and tactics to apply to Attract, Sell and Wow across your social platforms. Attendees will also receive a list of social media tools specifically curated to help small businesses become efficient, productive and successful at utilizing social media.

Veröffentlicht in: Marketing, Business, News & Politik
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Weaving Social Media throughout your Lifecycle Marketing Strategy

  1. 1. The Ultimate Event for Small Business Success. Weaving Social Media Throughout Your Lifecycle Marketing Strategy Heather Dopson Manager of Social Strategy, Infusionsoft @heatherdopson
  2. 2. The Ultimate Event for Small Business Success. Roger Graham Sr. Product Marketing Manager, HootSuite @therogergraham Michael R. Hunter Social Strategist, Infusionsoft @michaelrhunter
  3. 3. The Ultimate Event for Small Business Success. Making Social Media a Priority
  4. 4. The Ultimate Event for Small Business Success. Customers prefer social businesses 71% Buy from the brands they follow 46% Use social to find local businesses 15% Prefer getting info via social media 14% of online users rely on social media before making purchase decisions Source: Digital Sherpa & Nielsen
  5. 5. The Ultimate Event for Small Business Success. of consumers say they will change their shopping behavior in response to social media content 85%
  6. 6. The Ultimate Event for Small Business Success. Of smartphone users turn to their phones to shop 64%
  7. 7. The Ultimate Event for Small Business Success. Using Social Media to Grow Business
  8. 8. The Ultimate Event for Small Business Success. Proving the ROI of social1 Leveraging social to grow the business 2 Managing time & resources3 We asked our customers: What are your biggest challenges with social media?
  9. 9. The Ultimate Event for Small Business Success. Increasing leads & website traffic55% We asked our customers: What are your Top 3 Goals this year with Social Media?
  10. 10. The Ultimate Event for Small Business Success. Growing their following Increasing leads & website traffic 47% 55% We asked our customers: What are your Top 3 Goals this year with Social Media?
  11. 11. The Ultimate Event for Small Business Success. Increasing leads & website traffic55% We asked our customers: What are your Top 3 Goals this year with Social Media? Deliver marketing & brand campaigns21% Growing their following47%
  12. 12. The Ultimate Event for Small Business Success. Social Media Strategy & How-To’s We asked our customers: What content do you seek? 67%
  13. 13. The Ultimate Event for Small Business Success. LIFECYCLE MARKETING
  14. 14. The Ultimate Event for Small Business Success. Target Collect Leads Attract Interest
  15. 15. The Ultimate Event for Small Business Success. Where Is Your Target Market on Social?
  16. 16. The Ultimate Event for Small Business Success. • 53% male • 47% female • 65% of users are 35+ • 53% female • 47% male • Primary demog. is American Women < 25 • 68% female • 32% male • 90% of users are < 35 • 80% women • 20% male • 1 hr 17 mins per week (avg. user) • 50% male • 50% female • Largest demographic is 18-34 year olds • 67% male • 33% female • “28 year-old male techie” General Demographics of Social Channels
  17. 17. The Ultimate Event for Small Business Success. Use Facebook Insights
  18. 18. The Ultimate Event for Small Business Success. Use Open Graph Search
  19. 19. The Ultimate Event for Small Business Success. Use Twitter Analytics
  20. 20. The Ultimate Event for Small Business Success.
  21. 21. The Ultimate Event for Small Business Success.
  22. 22. The Ultimate Event for Small Business Success. How Can I Attract Interest?
  23. 23. The Ultimate Event for Small Business Success. Content Amplification
  24. 24. The Ultimate Event for Small Business Success. Contests
  25. 25. The Ultimate Event for Small Business Success. How Can I Collect Leads?
  26. 26. The Ultimate Event for Small Business Success. Lead Magnets
  27. 27. The Ultimate Event for Small Business Success. Lead Magnets
  28. 28. The Ultimate Event for Small Business Success. Lead Magnets
  29. 29. The Ultimate Event for Small Business Success. Contests
  30. 30. The Ultimate Event for Small Business Success. Contests aren’t Just for Facebook!
  31. 31. The Ultimate Event for Small Business Success.
  32. 32. The Ultimate Event for Small Business Success.
  33. 33. The Ultimate Event for Small Business Success. OfferEducate Close
  34. 34. The Ultimate Event for Small Business Success. Misconceptions “There is a misconception in the world that selling hard turns your audience off and gives your company a bad vibe. There are two qualifiers necessary before you can sell hard and not have any backlash — permission and relevancy. People only feel icky about being sold to when either they didn't give you permission to do so, or the content/product/service you are offering (and the way you are selling) isn't relevant to them.” – Aaron Stead
  35. 35. The Ultimate Event for Small Business Success. How do I Educate on Social?
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  42. 42. The Ultimate Event for Small Business Success.
  43. 43. The Ultimate Event for Small Business Success. How Do I Present Offers on Social?
  44. 44. The Ultimate Event for Small Business Success.
  45. 45. The Ultimate Event for Small Business Success. Facebook Ads • Power Editor • Target by Demog. • Custom Audiences • Excluded Audiences • Retargeting
  46. 46. The Ultimate Event for Small Business Success. Twitter Lead Gen Cards • Integrate with Infusionsoft & other CRM platforms. • Provide a coupon code in confirmation email.
  47. 47. The Ultimate Event for Small Business Success. How do I Close on Social?
  48. 48. The Ultimate Event for Small Business Success. Using Social to Close
  49. 49. The Ultimate Event for Small Business Success.
  50. 50. The Ultimate Event for Small Business Success. Deliver & Wow Offer More Referrals
  51. 51. The Ultimate Event for Small Business Success. How Do I Deliver and WOW?
  52. 52. The Ultimate Event for Small Business Success. What if they say something bad?
  53. 53. The Ultimate Event for Small Business Success.
  54. 54. The Ultimate Event for Small Business Success.
  55. 55. The Ultimate Event for Small Business Success.
  56. 56. The Ultimate Event for Small Business Success. How Do I Offer More?
  57. 57. The Ultimate Event for Small Business Success.
  58. 58. The Ultimate Event for Small Business Success. How Do I Increase Referrals & WOM?
  59. 59. The Ultimate Event for Small Business Success.
  60. 60. The Ultimate Event for Small Business Success. Case Studies
  61. 61. The Ultimate Event for Small Business Success. • Retailer of stylish backpacks • Started 2009 in a basement • Focus on design, photography, lifestyle Herschel
  62. 62. The Ultimate Event for Small Business Success. • 40 Staff • + 100 global sales reps around the world • 10K followers on Twitter which grew from only 6K in past 90 days • Use HootSuite, Twitter & Promoted Tweets @Herschelsupply Herschel Today
  63. 63. The Ultimate Event for Small Business Success. Customer Service – before social 400 emails/day 9-5, Monday-Friday 3 day response time 1 customer service rep
  64. 64. The Ultimate Event for Small Business Success. Customer Service – after social Primary channel 9-5, Monday-Friday 2 hour response time 1.5 customer service reps
  65. 65. The Ultimate Event for Small Business Success.
  66. 66. The Ultimate Event for Small Business Success.
  67. 67. The Ultimate Event for Small Business Success.
  68. 68. The Ultimate Event for Small Business Success. Happy customers share.
  69. 69. The Ultimate Event for Small Business Success. SUCCESS TIPS: • Track customer sentiment via Twitter & HootSuite • Respond quickly • Retail branding – use killer photography & share it!
  70. 70. The Ultimate Event for Small Business Success. • Retailer of whole grain natural foods • Started 1978 • 350 employees • Based in Oregon, available around the world
  71. 71. The Ultimate Event for Small Business Success. • Build brand awareness by engaging with customers • Showcase customer stories • Make sharing easy • Enable one-to-one connection with the brand Social Focus
  72. 72. The Ultimate Event for Small Business Success. • Share their own and user-generated content like recipes, videos and images • Use social media channels as powerful customer service tool • Use analytics to identify the most compelling messages and apply to future campaigns How
  73. 73. The Ultimate Event for Small Business Success.
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  76. 76. The Ultimate Event for Small Business Success. Results Faster customer service response rates Increased customer satisfaction Increased brand sentiment More compelling marketing campaigns Over 140,000 Facebook Likes Over 50,000 Twitter followers
  77. 77. The Ultimate Event for Small Business Success.
  78. 78. The Ultimate Event for Small Business Success. Social Focus • Make clean, plant-based nutrition look easy • Grow audience through education • Build communities of brand ambassadors • Elevate customer service to support brand loyalty
  79. 79. The Ultimate Event for Small Business Success. Social Tactics • Deliver educational content • „Vega Educators‟ share product knowledge, recipes and videos • Connect consumers with brand advocates to encourage collaboration • Moved customer service to social media for more immediate connects
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  82. 82. The Ultimate Event for Small Business Success.
  83. 83. The Ultimate Event for Small Business Success. “When we look at growth strategy, it comes down to finding the best way to inspire, educate and engage with people.” Christina Pagnucco, Social Media Manager
  84. 84. The Ultimate Event for Small Business Success.
  85. 85. The Ultimate Event for Small Business Success. Industry: Retail Founded: 2008 with one store
  86. 86. The Ultimate Event for Small Business Success. Now 100 stores across America with 150 types of tea
  87. 87. The Ultimate Event for Small Business Success. Customer Service • Respond to every comment, like and share • Each customer gets a personal response • Focused on having „unique conversations‟ with customers
  88. 88. The Ultimate Event for Small Business Success. How • Monitors engagement in HootSuite streams • Uses Twitter Lists • Responds to between 90 – 95% of Tweets
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  91. 91. The Ultimate Event for Small Business Success. “The biggest problem we faced was the ability to capture every single Tweet discussing our brand. HootSuite allows us to set up lists and streams to ensure a speedy response on Twitter.” Youri Hollier, Social Media Manager
  92. 92. The Ultimate Event for Small Business Success. 5 TIPS FOR SOCIAL MEDIA SUCCESS: 1. Set clear goals – tied to business metrics 2. Respond quickly to customer inquiries via Twitter 3. Encourage customers to share photos & stories 4. Save time & manage social via HootSuite  5. Track your success via social analytics
  93. 93. The Ultimate Event for Small Business Success. HootSuite can help you grow! http://blog.hootsuite.com/10-social-media-tips-for-small-business/ 10 Social Media Marketing Tips for Small Business Blog.hootsuite.com/category/resources FREE RESOURCES (100‟s of videos, webinars & more) Get Started with HootSuite Small Biz Bundle @hootsuite 2 1 3
  94. 94. The Ultimate Event for Small Business Success. 25 Online Tools for Small Business http://insft.co/QBGRnM
  95. 95. The Ultimate Event for Small Business Success. Roger Graham Sr. Product Marketing Manager, HootSuite @therogergraham Michael R. Hunter Social Strategist, Infusionsoft @michaelrhunter Heather Dopson Manager of Social Strategy, Infusionsoft @heatherdopson

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