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“Social Media in Small Business is Anything But Small”
…Featuring Brian Solis
It’s Time To Go Social!
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Mark SchmulenGeneral Manager of Social MediaConstant Contact
Email: [email protected]: http://blogs.constantcontact.com/
mschmulen
@mschmulen
markschmulen
Welcome!
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@briansolis
TheBrianSolis
BrianSolisTV
Meet Brian Solis
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www.constantcontact.com/socialmedia
We’re Making Social Simple
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Join The Twitter Chat
1. Don’t have a Twitter account? Go to www.twitter.com, and create a username and password
2. Once you have a Twitter account, go to www.tweetchat.com, and click on “Sign in”
3. Enter your Twitter username and password, and click “Allow”
4. In the box at the top of the TweetChat page, enter the “hashtag” for our Twitter Chat, #CTCTsocial, and click “Go”
5. To participate, type a short message in the box at the top of your screen, and click “Update”
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The Rise of the Social Consumer
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YouTube is the world’s second largest search engine
Serves over 9B streams per month
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More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
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People spend over 700 billion minutes per month on Facebook
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More than 100 million Tweets fly across Twitter every day
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Social Feeds = Content Discovery
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Customers are Checking-In
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Consumers expect to be rewarded
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Likes create a form of social currency
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Facebook has increased traffic by 100%. The number of orders has jumped 30%.
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Actions Become Social Objects…Broadcasting Every Step
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Social Triggers Purchase Decisions and Shared Experiences
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Members of social networks spend 1.5x more than the average Internet user
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Small-business owners have dramatically upped their usage of social media for marketing in the past year
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For business owners, social media ultimately should be a two-way street. It’s about business owners connecting with customers and customers connecting with businesses. Susan Sobbott, president
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Spreading the Word
SmallBusiness
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Social vs. Traditional Marketing
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63% of small businesses say word-of-mouth marketing is the most effective way to market their business and find new customers
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Reach Out to Bloggers and Tastemakers• Find bloggers who write about your space or
related experiences• Assess their “angle”• Create a story that’s special to them• Package an experience that inspires them to
share with their audience• Create “social objects” that help them tell their
story – Video– Pictures– Customer story
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A 360 Approach to Social Media
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Tom Bihn: A Look at a Complete Approach• Seattle-based Tom Bihn is a small business that
makes and sells travel bags– Competes against very big companies
• Uses social media and engagement to spur word of mouth
• Uses profiles in multiple networks to connect with customers and prospects
• “Anytime a company is given more ways to directly communicate with customers, it’s an opportunity for growth”
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Tom Bihn: Blogs• Blog provides a centralized
source for information• Features customer stories• Spotlights real world use• Solves problems and answers
questions through posts• Demonstrates expertise
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Tom Bihn: Flickr• Not just a catalog• Showcases products and uses
– Packing techniques and tips• Involves customers in feedback and design
– Creates products based on insight• Tagging, describing and titling pictures helps
them show up in customer searches
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Tom Bihn: Facebook• Invites people to join them on Facebook• Interacts with the community• Offers specials/deals• Shares reviews• Spotlights customers• Hosts scheduled chats to answer questions
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Tom Bihn: YouTube• Shares videos of products and demonstrates
usefulness• Uses “story telling” to describe products
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Tom Bihn: Twitter• Includes a nice mix of
– Retweets– Customer experiences– Company mentions– Thank you messages for customers– Announcements of new products and updates– Travel regulation notices from the Transportation Safety
Administration– Links and photos from the company’s blog
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Giantnerd: Reviews• Giantnerd is a social platform
totally dependent on consumer presence, opinions, wants, needs
• Consumers earn rewards for being social
“We want the wisdom of the crowd to help consumers make more educated purchases.”Randall Weidberg, nerd in charge
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Giantnerd: Twitter• @GiantnerdCEO
– President uses Twitter to humanize the brand
– Answer questions– Engage with consumers– Share experiences
• @Giantnerd– Celebrates the community
“We want the wisdom of the crowd to help consumers make more educated purchases.”Randall Weidberg, nerd in charge
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Giantnerd: WikiNerdia• Involve the community• Share knowledge• Help less experienced adventurers• Shape experiences
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Giantnerd: Blog• Promotes pillars of social
shopping• Reinforces the company’s
Core Values
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Your Keys to Social Media Success
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Top 10 Ways to Excel in Social Media10. Competitive intelligence
9. Insight and performance
8. Development of relationships through engagement
7. Lead generation
6. Customer service
5. Coupons/Discounts/Promotion
4. Becoming a resource
3. e-commerce + f-commerce
2. Increasing awareness and demand
1. Word of mouth
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Humanize the Business• Seattle’s Emerson
Salon earns 75% of its business from Facebook, Twitter, and its blog
• Social presences are prominent on their website– Corporate– Stylists
• Fuses online and real world communities
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Build a Following• In addition to Twitter
and Facebook, Butter Lane Bakery follow the appetite of their consumers– Yelp offers– Yelp venue page– Blog on Tumblr– Power group buys on
Groupon + LivingSocial– Foursquare specials
• Scales resources through Postling
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Start Conversations• Liberty Bay Books
focuses on Scandinavian and nautical books– Owner Suzanne
Droppert shares everything that inspires her from books to travel to food
– Uses Twitter and Facebook to keep community up to date on in-store events
– Blogs and creates videos to tell stories and share experiences
“People will mention they saw a post of mine on Facebook, and we’ll talk about it over coffee here in the store.”
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Channel Your Inner Artist• Based in Eureka
Springs, AK Feather Your Nest creates homemade gifts
• Owner Gina Drennoncreated presences on Facebook, Twitter, Etsy
• Blogs• Engages with bloggers
“I’ve seen our web stats increase, followers increase, interactions increase, and most importantly, sales increase. I’ve made many meaningful connections with bloggers and magazine editors that have featured our products and our store. I can positively say that at least half of the national press we’ve received is due to contacts we’ve made over social media.”
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Special Offers• California Tortilla (@caltort), a chain of
39 Mexican restaurants based in Rockville, MD, sends coupon passwords via Twitter– Customers must say at checkout to redeem
the offer
• Chris Manna’s Woodhouse Day Spa tweets special discounts and offers for massages and manicures everyday– Twitter is a popular source of new
customers
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Sales• Coffee Groundz (@coffeegroundz) uses the direct
message channel on Twitter to receive and prepare orders
• Reports 20 to 30% increased sales and market share
• Company loses its primary social champion and is also losing its social cred as a result
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Customer Service• MightyLeaf Tea uses Facebook
and GetSatisfaction to answer customer questions
• United Linen in Bartlesville, Okla. manages expectations via Twitter– When a major snowstorm hit the
area, UL used Twitter to let customers know deliveries would be delayed
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Direct Sales• Brian Simpson (@BSIMI) helped The Roger Smith
in New York monitor dialogue related to NY hotel stays and travel
• Offers specials to attract new guests• Uses Twitter search to identify prospects and
offer them a 10 percent discount on the lowest-rate rooms
• Twitter and other forms of social media have netted between $15,000 to $20,000 in additional revenue
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Mobile and Geo Location Marketing• Local businesses use social tools
to identify customers within the area
• Kogi (LA) and The Crème BruleeCart (SF) broadcast mobile locations and offers– Each stop is greeted by lines of
customers• Kogi is now considered the world’s
first “viral eatery” and has over 76,000 followers
• @cremebruleecart has over 14,000 followers
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Advice, Help, Direction
• @homedepot seeks individuals who are tackling home projects to offer tips and instructions
• BestBuy’s @Twelpforce helps consumers with decisions related to consumer electronics
• H&R Block helps people seeking tax and finance advice
• @NAKEDPizza offers advice, answers questions, related and unrelated to pizza– Twitter made “the cash register ring”
• The Wydler Brothers Realty Team offers insights in the Washington, D.C. market
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Events• Coffee Groundz hosts "tweetups”
– Attracts hundreds of customers • RedWire, an online collaboration provider, uses
Twitter to spread the word about Wired Wednesdays– A weekly gathering of entrepreneurs looking to share
ideas• Milwaukee burger joint AJ Bombers hosts
Tweetups and FourSquare events to get customers Tweeting and Checking-in
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Rewards• Berry Chill (@YogiJones) uses “Sweet
Tweets” to reward its followers with free yogurts
• Monique’s Chocolates in Palo Alto acquired 50 new customers and over 100 redemptions for a special “buy one get one” for truffles via FourSquare– Redemptions converted into 25% repeat
business– Compared to an ad in a local paper, it earned
1 new customer for the cost of $300
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Bringing the Experience to Life• Umi Restaurant in San Francisco tweets
about the fresh fish of the night with colorful hunger-inducing descriptions– Gets five new customers a night from Twitter
• Scott Seaman’s Bed and Breakfast operates in a town of 1,500 residents– Uses TweetDeck to talk to people who tweet
with keywords related to this business– Shares experiences to lure new customers
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Become the people we want to reach…
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@briansolis
www.briansolis.com
www.future-works.com
http://bit.ly/engageme
http://bit.ly/prbook
www.nowisgone.com
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www.constantcontact.com/socialmedia
We’re Making Social Simple
Get your free NutshellMail account today!www.nutshellmail.com
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Continue the Conversation Now
To join our Twitter Chat:1. Don’t have a Twitter account? Go to www.twitter.com, and create a
username and password
2. Once you have a Twitter account, go to www.tweetchat.com, and click on “Sign in”
3. Enter your Twitter username and password, and click “Allow”
4. In the box at the top of the TweetChat page, enter the “hashtag” for our Twitter Chat, #CTCTsocial, and click “Go”
5. To participate, type a short message in the box at the top of your screen, and click “Update”