Social Success

Small businesses social media results Think small for big Overall situation and PERCEPTION REALITY VS of success However British small businesses surveyed using ! Facebook to market their organisation additional results Percentage of those using Facebook to market their business suggest otherwise 24% 21% that believe they are doing a good job of it PERCEPTION REALITY Many of those surveyed have seen success 37% Small is big on Facebook don't think Facebook has helped their business 22% 12% 52% get up to 10 likes/shares/ found new made repeat customers sales comments per post This is what's known as Engagement Marketing - and many British small businesses use it without knowing it. Engagement Marketing is all about getting your fans and followers to interact with you to help drive word-of-mouth recommendations. PERCEPTION REALITY 59% Conduct polls or ask questions about customers as a 42% means of engagement Post updates about products and serviçes on their Facebook Timeline 32% Answer customer service questions feel they don't know how to Engage with Facebook fans by responding to posts on their Facebook Timeline 15% «- »14% engage with fans 9% Ask people to like their page to get coupons/offers |Small businesses OVERESTIMATE what's needed for success Could the misperception about social success be partly down to misunderstanding what success actually looks like? 23% But 52% of those using Facebook are achieving fantastic results by generating up to ten likes, shares or comments on each Facebook post Think you need 500+ likes/shares/comments on a post to deem it successful A good guideline is the 90-8-2 rule 90% 8% 2% Fans who will chime in occasionally Fans who will engage on a regular basis Fans who will watch what's going on but stay silent A successful post And the research shows British small businesses ARE engaging - Oone third say they've added up to 25 new fans over the last six months and 31% say they have seen the value in spreading the word about special offers or new products. for a small business with 100 fans is simply 2 likes. That's two customers engaged and sharing with their respective communities. Measurement continues to CHALLENGE resource-starved British small businesses 66% Aren't measuring Facebook results because it's to0 complicated/takes too much time/other reasons 26% Are measuring results and many of those would like a better way to do so 40% of those who are measuring are looking for better ways to do so. 66 f POST Not all fans will see a business's Lack of integration may be a reason for the dissatisfaction with SMM results. Facebook posts. Facebook and other social media networks are only one piece in the customer engagement puzzle and only 31% of small businesses are integrating The percentage of fans who view a post could be as low as 12%*. Integrating with email helps close that loop and avoids missing opportunities to connect with a business's most important asset – its customers. Facebook with other social networks such as Twitter. But 49% of small businesses aren't currently using Facebook and email together in any way. Easy ways to integrate include: 21% 13% 19% 11% link to Facebook content ask Facebok fans to sign up for email newsletters ask newsletter subscribers include sharing buttons in emails from their email newsletter to like them on Facebook Constant Contact Tamsin Fox-Davies, small business marketing mentor at Constant Contact** has three quick tips on how small businesses can ramp up their engagement and turn fans into new and repeat customers. 2. Make it easy for 1. Wow your customers at every turn. Look at your business from your customers' eyes and think about ways to stand out. It doesn't have to be expensive or complicated. 3. Remember to thank your customers to connect with you, both online and offline. Collect email addresses at your register, ask people to follow you on Facebook, and include a newsletter sign-up form on your Facebook page. people for engaging with you. That can be as easy as replying to a Facebook comment with a "thank you" to offering your Facebook fans an extra perk. http://bit.ly/0o3hoW Just 1 or 2 comments can have a big impact so don't let them go unappreciated. http://bit.ly/003LF8 http://bit.ly/0o3jx7 www.constantcontact.co.uk References / footnotes : *"Your Average Facebook Post Only Reaches 12% Of Your Friends" by Josh Constine, Techcrunch Febuary 2012 - http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/ "Make sure your fans see your stories" comScore 2011 - https://www.facebook.com/business/fmc/guides/reach ** Constant Contact wrote the book on Engagement Marketing. Available now on Amazon.co.uk Small businesses social media results Think small for big Overall situation and PERCEPTION REALITY VS of success However British small businesses surveyed using ! Facebook to market their organisation additional results Percentage of those using Facebook to market their business suggest otherwise 24% 21% that believe they are doing a good job of it PERCEPTION REALITY Many of those surveyed have seen success 37% Small is big on Facebook don't think Facebook has helped their business 22% 12% 52% get up to 10 likes/shares/ found new made repeat customers sales comments per post This is what's known as Engagement Marketing - and many British small businesses use it without knowing it. Engagement Marketing is all about getting your fans and followers to interact with you to help drive word-of-mouth recommendations. PERCEPTION REALITY 59% Conduct polls or ask questions about customers as a 42% means of engagement Post updates about products and serviçes on their Facebook Timeline 32% Answer customer service questions feel they don't know how to Engage with Facebook fans by responding to posts on their Facebook Timeline 15% «- »14% engage with fans 9% Ask people to like their page to get coupons/offers |Small businesses OVERESTIMATE what's needed for success Could the misperception about social success be partly down to misunderstanding what success actually looks like? 23% But 52% of those using Facebook are achieving fantastic results by generating up to ten likes, shares or comments on each Facebook post Think you need 500+ likes/shares/comments on a post to deem it successful A good guideline is the 90-8-2 rule 90% 8% 2% Fans who will chime in occasionally Fans who will engage on a regular basis Fans who will watch what's going on but stay silent A successful post And the research shows British small businesses ARE engaging - Oone third say they've added up to 25 new fans over the last six months and 31% say they have seen the value in spreading the word about special offers or new products. for a small business with 100 fans is simply 2 likes. That's two customers engaged and sharing with their respective communities. Measurement continues to CHALLENGE resource-starved British small businesses 66% Aren't measuring Facebook results because it's to0 complicated/takes too much time/other reasons 26% Are measuring results and many of those would like a better way to do so 40% of those who are measuring are looking for better ways to do so. 66 f POST Not all fans will see a business's Lack of integration may be a reason for the dissatisfaction with SMM results. Facebook posts. Facebook and other social media networks are only one piece in the customer engagement puzzle and only 31% of small businesses are integrating The percentage of fans who view a post could be as low as 12%*. Integrating with email helps close that loop and avoids missing opportunities to connect with a business's most important asset – its customers. Facebook with other social networks such as Twitter. But 49% of small businesses aren't currently using Facebook and email together in any way. Easy ways to integrate include: 21% 13% 19% 11% link to Facebook content ask Facebok fans to sign up for email newsletters ask newsletter subscribers include sharing buttons in emails from their email newsletter to like them on Facebook Constant Contact Tamsin Fox-Davies, small business marketing mentor at Constant Contact** has three quick tips on how small businesses can ramp up their engagement and turn fans into new and repeat customers. 2. Make it easy for 1. Wow your customers at every turn. Look at your business from your customers' eyes and think about ways to stand out. It doesn't have to be expensive or complicated. 3. Remember to thank your customers to connect with you, both online and offline. Collect email addresses at your register, ask people to follow you on Facebook, and include a newsletter sign-up form on your Facebook page. people for engaging with you. That can be as easy as replying to a Facebook comment with a "thank you" to offering your Facebook fans an extra perk. http://bit.ly/0o3hoW Just 1 or 2 comments can have a big impact so don't let them go unappreciated. http://bit.ly/003LF8 http://bit.ly/0o3jx7 www.constantcontact.co.uk References / footnotes : *"Your Average Facebook Post Only Reaches 12% Of Your Friends" by Josh Constine, Techcrunch Febuary 2012 - http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/ "Make sure your fans see your stories" comScore 2011 - https://www.facebook.com/business/fmc/guides/reach ** Constant Contact wrote the book on Engagement Marketing. Available now on Amazon.co.uk