Social Media Reputation Management
A Best Practices and Strategy Overview
#ctctsocial
Our Agenda
1) The Social Media Ecosystem – 9 Key Areas
2) Social Media Tools to Build Your Network
 Facebook
 LinkedIn
 Twitter
3) Real World Examples
 Pet Store Facebook Promotion
 Nail Salon Social Media Tracking
 Email + Social = Better Results
 And more…
4) Managing Time and Measuring Results
5) Next Steps: Your 60 Day Plan
#ctctsocial
Ways to Connect…
David Mitroff, Ph.D.
Founder, Chief Consultant | Piedmont Avenue Consulting
David@PiedmontAve.com
fb.com/PiedmontAve
twitter.com/DavidMitroff
linkedin.com/in/DavidMitroff
Upcoming Events
www.WalnutCreekEvents.org
www.EastBayEntrepreneur.com
We Are Registered Business Partners with:
#ctctsocial
David Mitroff, Ph.D.
Founder, Chief Consultant
Piedmont Avenue Consulting
www.PiedmontAve.com
Social Media
Social Media Ecosystem
Marketing Objectives
•Create brand awareness
•Strengthen customer loyalty
•Generate new opportunities
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
#ctctsocial
1. Website & Blog
2. Online Directories
3. Review Sites
4. Social Networks
5. Micro Blogging
6. Rich Media
7. Mobile Apps
8. Industry Specific
9. Event Promotion
1
WEBSITE & BLOG
Google Ranking, Alexa Page
Ranking, SEO/CRO, Blogger,
TypePad,the
Wordpress
Control
content.
-A chance to tell your story.
Define a clear message.
-What do you offer?
Create a medium for contact.
-Invite feedback, questions...
Provide links to other pages.
-Share your FB, Twitter...
Update your content.
-Consistency in theme and info.
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
2
ONLINE
DIRECTORIES
Google Local/Maps, Yahoo Local,
Yellow Pages, CitySearch,
Chambers
Search yourself.
-The power of Google!
Look for similar businesses.
-If you’re not listed, someone
else is!
Display correct contact info.
-Location, phone #, hours,
directions MUST be correct.
Take a photo.
-If they know what to look for,
they’ll find it.
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
3
REVIEW
SITES
Yelp, Zagat, Chow, Lawyers.com
Rely on word of mouth.
-People trust personal
accounts more than ads.
Offer additional information.
-Yelp is a mobile tour guide.
Respond to reviews.
-Thank those who provide
feedback.
Learn from your reviews.
-Don’t make the same
mistake twice!
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
4
SOCIAL
NETWORKS
Facebook, Linkedin
Communicate with clients.
-Be involved with the
conversation.
Connect.
-Associate your business with
related pages and people.
Establish a following.
-Invite past clients/customers
to view your page.
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
5
MICRO
BLOGGING
Twitter, Friendfeed
Interact with daily events.
-How can you relate to
what’s happening?
Remind everyone about
events. -Update information
leading up to the event.
Invite new customers.
-Friend of a friend of a
friend...
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
6
RICH
MEDIA
Youtube Videos, iTunes Audio
PodCast, Flickr Pictures
Appeal to the senses.
-The eyes are drawn to an
image/video first!
Attract new customers.
-If the website quality is great,
then people assume the
business quality is great, as
well.
Entertain your audience.
-Get creative with images and
videos.
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
7
MOBILE
APPS
FourSquare, Urbanspoon, Yelp,
iPhone, SMS Text
Stay in contact.
-People are ALWAYS on their
smart phones.
Solidify your relationship.
-Make the client feel special
for receiving extra attention.
Go the extra mile.
-This shows that you’re
following through.
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
8
INDUSTRY
SPECIFIC
East Bay Express, San Francisco
Chronicle, DiabloMag.com
Network within your group.
-Get the scoop on what’s the
latest and greatest.
Surround yourself with what
you want to become.
-Hang out with like-minded
businesses.
Help those who help you.
-You never know when you’ll
need something.
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
9
EVENT
PROMOTION
Meetup, Zvents, Constant Contact
Events, PlanCast
Promote what you’ve got.
-An event can attract more
business.
Collaborate with others.
-Get other businesses
involved.
Feature your calendar.
-The internet is a great way to
publicize!
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
Request your
complimentary
customized report at
www.PiedmontAve.com
#ctctsocial
Copyright Piedmont Avenue Consulting. All Rights Reserved. www.PiedmontAve.com
The Tools:
Facebook, LinkedIn
and Twitter
#ctctsocial
New Tools Have Changed the Shape of
Small Business Marketing
Tools Used to Market My Business
Facebook
96%
Twitter
76%
LinkedIn
62%
53%
Video Sharing
38%
Photo Sharing
Review Sites
35%
Location-Based Services
25%
Local / Daily deals
24%
MySpace
19%
Find Social Media
Tool Effective*
86% Facebook
71% Video Sharing
60% Twitter
55% LinkedIn
45% Local / Daily Deals
Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972;
30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined
for market-level analysis; Approximately one-half of all respondents are either a sole
proprietor or have 1-4 employees.
#ctctsocial
More than 800 million active users
Facebook Statistics, 2011
More than 50% of Facebook users
log on everyday!
Facebook Statistics, 2011
Create a Business Page
(Not Personal Profile)
 Recruit fans
 Fill with content that is relevant to them –
comments, photos, videos
 Make settings public so your customers
and prospects can find you
 Add a Join My Mailing List form to invite
people to join your list
#ctctsocial
86% of B2B Marketers use LinkedIn
There are over 75,000 Nonprofit
groups using LinkedIn
Nonprofit LinkedIn Learning Center, 2011
Manage your professional
contacts and relationships
 Find individuals you know
in a professional capacity
 Join networks or groups
by industry, geography, or work history
 Company Profile
 Participate in discussions
 Recruit attendees to your events
 Invite people to join your mailing list
#ctctsocial
160 million registered
users
100 million active users
Mashable.com, 2011
60% of users follow
companies, brands, and
products
Mediabistro.com, 2011
Engagement Through
Sharing
 Share links to interesting
content & ask for feedback
 Tweet a survey or poll
 Send direct messages
(DMs)
 Retweet content from
people you are following
#ctctsocial
Build Your Social Network
#ctctsocial
Look Professional
Complete your
business profile




Description
Contact information
Website URL
Join My Mailing List
Brand your
presence
 Logo, pictures,
background
Add starter content
#ctctsocial
Content Ideas
 Share information, tips, and practical advice
 Use questions asked by your customers
 Join in a conversation
 Hold contests for photos or videos
 Announce events
 Partner with a nonprofit to do any/all of the above
#ctctsocial
Share Web Links in Your Posts
 Polls and surveys
 Event homepages and
registration pages
 Archived email marketing
newsletters
 Blogs (yours and others’)
 Websites (yours, and others
in your area of expertise)
 Relevant videos, photos,
podcasts
#ctctsocial
Expand Your Network
Use a variety of ways to
expand your network:
1. Send an invitation to your email list
2. Add interactive social icons to your
 Website
 Email campaigns (in a sidebar, in the
footer)
 Outgoing email signature
 Business Card
 Printed collateral: mailers, flyers,
invoices, etc.
3. Put a sign in your storefront window
4. Add a message to your voicemail
5. Include a note on point-of-sale receipts
Copyright © 2012 Constant Contact, Inc.
#ctctsocial
and house
coupons
Social Media Don’t's
What NOT to include in
your Facebook, Twitter,
and LinkedIn Updates.
 Don’t pitch.
 Don’t overtly self-promote.
 Don’t offer incentives to get
reviews or sharing.
 Don’t stray from your areas of
business into: personal
information, politics, sports,
religion, etc.
#ctctsocial
Want more and how?...Free Resources
www.socialquickstarter.com
conta.cc/socialmediaglossary
#ctctsocial
Real World Examples
#ctctsocial
Dingo: Build Community and Contacts
Dingo, a pet supply
company, 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.
#ctctsocial
Dingo
#ctctsocial
Dingo
Results: 6,329 Likes and 14,140 Subscribers
It took them 3 days!
#ctctsocial
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
#ctctsocial
How a Social Campaign Works
Sharing drives more
traffic to offer
Click here to
share with
your friends
Use Email and Social
to drive traffic to
content or offer
#ctctsocial
“Like”
Reveal
CONFIDENTIAL Copyright © 2012 Constant Contact
Inc.
Share
35
Glamour Nails & Spa
#ctctsocial
Glamour Nails
Say “I Love Dom” to get 20% of your
next manicure
Say “I Love Glamour Nails” to get
20% of your next manicure
Say “I Love Getting My Nails Done” to
get 20% of your next manicure
#ctctsocial
Glamour Nails: Results
Your Contacts Want To Engage with You,
but on their terms
#ctctsocial
Measuring Effectiveness:
The Swinery
Social Share Bar
The Swinery is a
specialty butcher shop
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
#ctctsocial
Social Features to Expand Your Reach
Simple Share
Social Share Bar
Insert Video
Insert Blog
#ctctsocial
40
Email + Social = Better Results
Faster List Growth
14.4% for Email + Social vs. 8.9% for those just using Email
Larger Average List Size
53.0% larger for those using Email + Social
Higher Click-through Rates
5.7% greater for those using Email + Social
Copyright © 2011 Constant Contact, Inc.
#ctctsocial
Managing Your Time
Monitor What’s Happening
Measure Your Activity
#ctctsocial
Save Time: 5 Tips for Reusing Content
1. After sending an email newsletter, post a link to it on
your social media site(s).
2. Turn comments and questions into newsletter content
(just ask for permission before doing so).
3. Repost comments and questions from one social media
site on another.
4. Find an interesting article elsewhere? Share a link to it
on your social media page, or in your newsletter. Make
it even more compelling by sharing your quick thoughts
on why you find it interesting.
5. Break your newsletter articles into separate tweets (i.e.,
separate out the “stories” into 140-character snippets).
#ctctsocial
What Should I Monitor?
1. Your Brand. Think about all its possible spellings/configurations.
For example: Far and Away Bicycles, Far&Away, Bicycles, Bikes, etc.
2. Your competitors. Spot successful tactics being used by others in your
industry (and the not-so-successful)
For example: Does the pizzeria down the street tweet daily?
Do the other consultants in your area of expertise have LinkedIn
profiles?
3. Categories, topics, and keywords of your business.
For example: Pets, Dog Day Care, Cat, Dog, Pet-sitting, Animals, Rescue,
etc.
4. The experts and influencers in your business.
Popular Tools Used To
Monitor and Manage your Time
Popular time management and monitoring tools include:
 Google Alerts
 HootSuite
 TweetDeck
 RSS
 NutshellMail
#ctctsocial
Use NutshellMail to Engage,
on Your Time
Track your Page Insights
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Read Fan comments
Reply from your Inbox
#ctctsocial
Monitor: Choose Days/Time to Receive
#ctctsocial
Put It All Together
#ctctsocial
Measuring the Impact of Social Media
To begin, look at:
 What is being said about you?
 Are you seen as an expert?
 How well are you engaging with
existing experts?
 How are you reaching specific
customers?
#ctctsocial
Social Media Success
for Small Business and Organizations
Test to learn what works!
 Set up specific engagement
campaigns to track social media
programs that drive to your website
(Google analytics)
 How many have read your blog?
 Watch how many are clicking
on the social media icons
in your own emails.
 Encourage and track how many
people are joining your list from
social media.
 Monitor Twitter for mentions and
retweets; reward those influencers.
#ctctsocial
ExactTarget, "Subscribers, Fans and Followers:
The collaborative Future." September 8, 2010
What Should I Do Now?
1
Start listening to
your passionate customers
2
Today
■ Sign up for a free
NutshellMail account at
www.nutshellmail.com
■ Use email newsletters to
encourage your
passionate customers to
talk about you on
Facebook and Twitter
■ Enable the discussions
with your “superfans”
Learn more about using
email marketing and
social media together
3
Next 60 days
■ Look for free seminars in
your community and
online webinars to learn
more about how to use
email marketing and
social media marketing
together
■ Constant Contact will
continue teaching small
businesses how to save
time with email marketing
and social media
■ Visit the free Constant
Contact social media
page
constantcontact.com/soci
almedia
#ctctsocial
Get simple!
Near future
■ Look for Constant Contact
product enhancements
that simply enable
interactions between
email marketing and
social media marketing
http://conta.cc/quickstarter
#ctctsocial
Ways to Connect…
David Mitroff, Ph.D.
Founder, Chief Consultant | Piedmont Avenue Consulting
David@PiedmontAve.com
fb.com/PiedmontAve
twitter.com/DavidMitroff
linkedin.com/in/DavidMitroff
Upcoming Events
www.WalnutCreekEvents.org
www.EastBayEntrepreneur.com
We Are Registered Business Partners with:
#ctctsocial