Social Media Marketing Trends and Best Practices

Copyright © 2014 Chameleon Consulting, LLC - www.chameleonconsultingllc.com – All Rights Reserved 2Copyright © 2014 Chameleon Consulting, LLC - www.chameleonconsultingllc.com – All Rights Reserved
AGENDA
1
A Revolution is Taking Place
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5

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7

Evolution of Marketing
Post What they Want
E-mail Marketing Tools
Can-Spam Act Alert
It’s a Social World
Latest Social Trends

A revolution is taking place
Social Media Revolution 2012 | Erik Qualman | YouTube.com

Evolution of media
One-way Media
Many-ways Media
•  Always on
•  Always informed
•  Always connected

The Evolution of users
•  Search for something
•  Discover
•  Browse
•  E-mail marketing
•  Direct marketing
•  Online marketing
•  Sponsorship
Users do their
own research
Advertisers push
message out

marketing framework
•  Set marketing goals & objectives
•  Run campaigns on the channels that matter
•  Measure results
•  Drive revenues this month
•  Deliver content to tradeshow leads
•  Fill seats on a Sunday night

marketing goals
•  Reach new customers
•  Launch new products
•  Drive repeat business
•  Nurture leads
•  Engage loyal customers
•  Relay company news faster
•  Promote new services
•  Retain existing members

Types of campaigns
•  Information sharing
•  Build your network
•  Welcome
•  Discussion
•  Offers & promotions
•  Support a cause
•  Event invites & updates

What type of content do I post?

Examples of offers
Discounts
Downloads
Hints & Tips
Special Promotions
Blog

Latest news on e-mail marketing
•  80.8% of users report reading email on mobile
devices
•  Over 50% of respondents say they read most
of their emails
•  65% prefer emails that contain mostly images
vs. 35% who prefer mostly text
•  Saturday has the highest Click Through Rate
(CTR) at over 9%
•  Most unsubscriptions come on Tuesdays (0.52%
unsub rate)
•  Clicks by button text: Click Here gets the
highest % of clicks over Go and Submit
Source:
HubSpot
2014

What do I write about?
What you know that they don’t
What you have access to that
they don’t
“Original” isn’t required… just be
interesting and relevant

How effective are posts?
•  Post + Video = 100% more
engagement
•  Post + Picture = 120% more
engagement
•  Post + Photo Album = 180%
more engagement
Source: Facebook, “Best Practices
for your Page and media
strategy” (March 2012)

When to send & post?
Social media
•  3-5 times a week is plenty
•  Use automated tools to help
E-mail
•  Monthly is most common
•  When are they likely to take the
action you want?

Find your best day
•  Divide your list into 3
groups of people
•  Select 3 days in the week
to test
•  Send your e-mail, watch
for best response
•  Use same 3 groups of
people
•  Select 3 times on the day
with the best results
•  Send email at 3 different
times of day

Find your best time
Share at the Right Times
Different social networks have different peak times for
posting. Take advantage!

Tools you need
E-mail marketing is
hard to beat
•  Lots of physical,
measurable responses
•  Easy to brand with
colors + logos
•  Helps to measure and
monetize social media

Practical advice
•  Text links get more clicks than
buttons
•  Place your logo left or center in
email
•  Include company name in text
•  Key action must be above scroll line
•  Do not give too many choices
•  Make all images clickable (and
with text labels)
*Reminder: test on your mobile device

Review the can-spam act
Go to www.business.ftc.gov and search can-spam
Did
you
know
that
your
business
can
incur
ﬁnes
for
sending

e-‐mail
campaigns
using
Outlook,
Gmail,
AOL,
or
MSN?

Results are measurements of actions
•  Click or download
•  Come to the store or office
•  Schedule a session
•  Donate
•  Call
•  Purchase
•  Reserve now

tools to build your e-mail list-offline
•  At register
•  With the check at end of the meal
•  On registration forms

tools to build your e-mail list-online
Join My Mailing List
(app for website,
Facebook, etc)

•  Scan to Join ™
•  From Constant Contact
•  Text to Join™
•  From Constant Contact
•  iCapture e-mail
•  Wisestamp
•  E-mail apps platform
•  Shoeboxed.com
tools to build your e-mail list-apps

Constant contact tools
•  E-mail Marketing
•  Social Campaigns
•  Event Spot

It’s a social world!

Did you know these social media statistics?
•  Companies that acquired customers from
Facebook: B2C is 77% and B2B is 43%.
(State of Inbound Marketing, 2012)
•  Retail is the top industry that has acquired
customers through Facebook.
(State of Inbound Marketing, 2012)
•  Pinterest is now the 3rd most popular social network in the U.S. in terms of
traffic. (Experian)
•  30% of Pinterest users are women 25-34 years old. (Ignite)
•  The top interests on Pinterest in the U.S. include crafts, gifts, hobbies/leisure,
interior design, and fashion designers/collections. (Ragan.com)

Which channels matter?

Tools to expand your reach

More easy to use tools
•  Nutshell E-mail
•  Hootsuite
•  Google Alerts

Why actively use LinkedIn?
•  To research potential B2B customers online
•  To let your entire network know about your business
•  To cultivate helpful relationships in new networks
•  To post comments and questions regularly online
•  To grow your business e-mail list
You can connect to the
“World’s Largest Professional Network”
with 175+ million members.

What’s new in social media?

Facebook trending topics
•  See what other people on Facebook are talking about
•  Topics include sports, politics, and, entertainment
•  Users can click through to see shared related articles,
pictures, and statuses

Social media business benefits
•  Facebook now has a rating system for businesses
•  Customers can rate your company on a scale from 1 to
5 and write a comment
•  Great tool for measuring customer satisfaction beyond
just “likes.”
Facebook
star
ratings

Twitter feed images
•  Twitter now automatically
shows images right in the
feed as you scroll
•  An image improves
clicks, retweets, favorites,
and overall engagement
•  A link to an image to
draw people’s attention in
the noisy feed

LinkedIn showcase pages
•  Businesses can create niche pages off of their main page
•  Showcase a new product to a specific buyer
•  Each company can create up to 10 free pages
•  Great for companies with subsets of customers

Contact information
Cathy C. Smith
Chameleon Consulting, LLC
E-mail: cc@chameleonconsultingllc.com
Website: https://chameleonconsultingllc.com
Facebook: https://www.facebook.com/ChameleonConsultingLLC
LinkedIn: http://www.linkedin.com/company/chameleon-consulting
Twitter: @ChameleonConsul
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