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Getting started with social media. A morning of learning about which social media platform is good for your business.
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© Constant Contact 2014
A Morning of Social Media Social media best practices featuring Facebook,
Twitter, LinkedIn, Google+ and Pinterest
#ctctsocial @constantcontact
April Heavens-Woodcock Chief Buzz Officer
Touching Clients
picture here
2
Facebook.com/touchingclients.com
twitter:@touchingclients
linkedin:
pinterest:pinterest.com/touchingclients
instagram: aprilheavenswoodcock
google+:plus.google.com/touchingclients
© Constant Contact 2014 3
Why are we here today?
4
You are not alone
of small businesses
54%
of nonprofits
57%
Source: Constant Contact Nonprofit Pulse Survey
Source: Constant Contact Small Business Survey
need help with social media marketing.
need help with social media marketing.
5
Concerns? I’ll never have millions of fans.
Social media looks really interesting,
BUT…
I don’t know what to say on social media.
Using new marketing tools
sound great, BUT…
I’ll never have a dedicated staff to do it right.
Reading what’s being said sounds
useful, BUT…
I just don’t have the time to stay current.
I hear about new tools and networks every day, BUT…
6
Then vs. now Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
10%
2008
% of small businesses using social media marketing
7
Then vs. now Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
87%
2013
% of small businesses using social media marketing
8
What you do have is powerful
#ctctsocial @constantcontact
Loyal, happy customers
An excellent experience
Interesting and important things to say!
9
Agenda PART I Social Basics ! Why use social
media? ! Intro to the networks ! What do you say?
PART II The Networks in Depth ! The Big 5
! Is it right for my business? ! How to create content ! How others are using it
! Next Steps
10
Agenda Social Basics ! Why use social media The Networks ! The Big 5
! Is it right for my business? ! How to create content ! How others are using it
! What do you say? ! Next Steps
Why use social media? | Intro to the networks | What do I say?
Why use social media?
Your competitors are social
Nonprofit
93%
Source: Nonprofit Social Networking Benchmark Report
86%
B2C Source: Uberflip
87%
B2B Source: Clearpoint Agency
Why use social media?
It influences decisions
55%
Source: Fedelta
share purchases on social networks
68%
Source: MDG Advertising
learn more about a charity if they see a friend posting about it
74%
rely on social networks to guide purchase decisions
Source: Fedelta
14
Why use social media?
Engagement is the new word of mouth
15
Why use social media?
ENTICE to stay in touch
ENGAGE People
Engagement drives SOCIAL
VISIBILITY
Provide a “Wow!” EXPERIENCE
Why use social media? | Intro to the networks | What do I say?
17
Intro to the networks
Which social media? The top networks
Twitter LinkedIn
Google+
18
Intro to the networks
All
Primary Audience
Useful, interesting, informative content
Looking For
Sharing text, photos, videos and reaching a large audience
Best For
B2B, B2C, nonprofit
Used By
Is it right for my business?
Nonprofit
91% use Facebook
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
89% use Facebook
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
81% use Facebook
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
20
! If you have the resources (time, staff)
! If you have content to share
! If you need to be found
Is it right for my business?
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
21
Facebook content
Get started today
Tip 1:
22
! Page vs. profile ! Facebook.com/pages/
create ! Fill out info ! Add logo and cover
photo
Create your page
Get started today
Tip 2:
23
! Email marketing ! In your store/office ! Website ! Events ! Business cards
Tell people you’re there!
Get started today
Tip 3:
24
! 50% 30% 20% rule ! Use the 3 questions ! Ask your audience
Start posting
25
Intro to the networks
Business
Primary Audience
Industry news, tips, solutions
Looking For
Sharing thought leadership
Best For
Mostly B2B
Used By
Is it right for my business?
Nonprofit
53% use LinkedIn
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
71% use LinkedIn
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
91% use LinkedIn
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
27
LinkedIn content
28
! What’s the difference? ! Fill out all of the
information ! Add content to
! Company culture ! Products & services ! Recommendations
Page vs. profile
What do I do next?
29
1. Fill out everything on your page
2. Be active – post at least 2 X per week
3. Try sharing something about your industry
30
Intro to the networks
Young adults
Primary Audience
News, brand updates, trends
Looking For
Sharing news, and original and curated content
Best For
B2C, nonprofit
Used By
Is it right for my business?
Nonprofit
69% use Twitter
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
80% use Twitter
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
85% use Twitter
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
High volume/low value
Minimum: 5 X per week
Maximum: none
Quantity is key
32
Twitter content
33
! What is a hashtag? ! Used across social networks ! What’s the point? ! How to create a hashtag ! Hashtag abuse
Let’s talk about hashtags
What do I do next?
34
1. Tweet at least 5 X per day
2. Share curated content
3. Retweet or thank a follower
35
Intro to the networks
Women, foodies, crafters
Primary Audience
Photos, videos, products, tips
Looking For
Sharing visual content for products, how-to, e-books
Best For
B2C
Used By
Is it right for my business?
Nonprofit
24% use Pinterest
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
53% use Pinterest
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
34% use Pinterest
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
37
Pinterest content
38
! 90% of information transmitted to the brain is visual
! Photos are liked 2X more than text updates
! 67% say images are very important in selecting and purchasing a product
Why visual content is important
What do I do next?
39
1. Create 3-4 boards to start
2. Install the Pin It button about.pinterest.com/goodies
3. Provide a description and link in your product pins
40
Intro to the networks
Google+
Men, students, software developers
Primary Audience
Links, photos, video, news, blog posts
Looking For
Increasing your searchability and expertise
Best For
B2B, B2C, nonprofit
Used By
Google+
Is it right for my business?
Nonprofit
23% use Google+
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
55% use Google+
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
55% use Google+
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
42
! Google uses an algorithm ! You need to create fresh
content regularly ! Use the right keywords ! Google ♥ Google
Google+
Let’s talk about SEO
Medium volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Keywords = searchability
43
Google+
Google+ content
Google+
What do I do next?
44
1. Share your blog posts
2. Post a photo or a video
3. Use keywords that will get you found
45
Name Facebook LinkedIn Twitter Pinterest Google+
Primary audience All Business Young adults
Women, foodies, crafters
Men, students, software developers
Good for what?
Sharing text, photos, video, links
Sharing news, product info, testimonials
Sharing news, text updates, links to info
Pinning photos, video, graphics
Sharing text updates, links, photos, video
Best for what?
Sharing engaging content, reaching a large audience
Thought leadership
Sharing original and curated content
Sharing products, how-to/tips, e-books
Increasing your searchability and expertise
Why use social media? | Intro to the networks | What do I say?
What do I say?
What do I say? Get likes, shares,
comments Entertain, invite conversation, ask
questions, images & video
50%
Be useful & informative Industry info, hints + tips,
curate content 30% About your business
Calls to action, not “buy now” 20%
What do I say?
What do I say?
50% Entertain, invite conversation, ask questions, images & video
30% Industry info, hints & tips, curate content
What do I say?
What do I say?
What do I say?
What do I say?
20% Calls to action, not “buy now”
What do I say?
Content ideas
51
! What’s new at your business/organization? ! What did you do recently to help someone
achieve success? ! What advice have people been asking you
for lately?
3 questions to ask
“What do I say?” exercise…
1 What’s something you could share this week that’s entertaining and invites conversation (50%)?
2 What’s something you could share this week that’s about your industry, hints or tips, or is curated (30%)?
3 What’s something you could share this week about your business but is not about “buy now” (20%)?
© Constant Contact 2014
Let’s take a break During the break, talk to your neighbors about their social media strategies. Show off your pages and
posts, ask questions, and get new ideas!
#ctctsocial @constantcontact
57
Agenda PART I Social Basics ! Why use social
media? ! Intro to the networks ! What do you say?
PART II The Networks in Depth ! The Big 5
! Is it right for my business? ! How to create content ! How others are using it
! Next Steps
Facebook | LinkedIn | Twitter | Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
91% use Facebook
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
89% use Facebook
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
81% use Facebook
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
60
! If you have the resources (time, staff)
! If you have content to share
! If you need to be found
Is it right for my business?
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
61
Facebook content
Content best practices
Get likes, shares, comments Entertain, invite conversation, ask
questions, images & video
50%
Be useful & informative Industry info, hints + tips,
curate content 30%
About your business Calls to action, not “buy now” 20%
63
Content types: Text updates
Fill-in-the-blank Question Fun fact or tip
64
Content types: Visual
Digital Content Photos Videos
Facebook content exercise Get likes, shares, comments
Entertain, invite conversation, ask questions, images & video
Industry info, hints & tips, curate content
Calls to action, not “buy now”
50% Be useful & informative
About your business 30% 20%
1 50% Fill-in-the-blank:
2 50% Question:
3 50% Photos:
4 30% Tip, stat or fact:
5 30% Link to a blog post:
6 20% Sale, event or product/service info:
65
66
! Plan weekly ! Take time on Friday to think
about the next week
! Be flexible ! Leave 1 or 2 posts open for
something that comes up
Create an editorial calendar
One week of Facebook posts
Friday
Time: noon
Fun fact!
Monday
Time: morning
Monday motivation quote
Tuesday
Time: noon
Did you know? OR Check out these tips
Wednesday
Time: morning
Fill in the blank
Thursday
Time: afternoon
Having a sale this weekend!
Glass of wine (celebrate!)
Exercise: Now it’s your turn… fill this out
Friday
(Celebrate!)
Monday Tuesday Wednesday Thursday
Time: Time: Time: Time: Time:
! Asks questions ! Shares multimedia ! Is helpful ! Involves fans
How others are using it
Boloco
What do I do next?
70
1. Try a fill-in-the-blank or question post
2. Create and share visual content
3. Monitor your page. Is your content engaging?
Start with Facebook
Get started today
Tip 1:
72
! Page vs. profile ! Facebook.com/pages/
create ! Fill out info ! Add logo and cover
photo
Create your page
Get started today
Tip 2:
73
! Email marketing ! In your store/office ! Website ! Events ! Business cards
Tell people you’re there!
Get started today
Tip 3:
74
! 50% 30% 20% rule ! Use the 3 questions ! Ask your audience
Start posting
Facebook | LinkedIn| Twitter | Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
53% use LinkedIn
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
71% use LinkedIn
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
91% use LinkedIn
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
77
! If you are a B2B ! If you are (or want to be)
a thought leader
Is it right for my business?
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
78
LinkedIn content
79
! What’s the difference? ! Fill out all of the
information ! Add content to
! Company culture ! Products & services ! Recommendations
Page vs. profile
80
Content types: About you
Product updates Recruiting Behind the scenes
81
Content types: Useful info
Blog posts Industry news Guides/ebooks
LinkedIn content exercise ! Post at least 2 X per week ! Share content that’s about you ! Post something useful for your
audience Tips:
1 About you Product updates, behind the scenes or recruiting:
2 Useful info Blog posts, guides or ebooks, or industry news :
82
! Asks questions ! Shares multimedia ! Is helpful
How others are using it MarketMeSuite
What do I do next?
84
1. Fill out everything on your page
2. Be active – post at least 2 X per week
3. Try sharing something about your industry
Facebook | LinkedIn | Twitter| Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
69% use Twitter
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
80% use Twitter
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
85% use Twitter
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
87
! If you have the resources (time, staff) ! For content creation and
curation ! For monitoring
! If you are (or want to be) a thought leader
Is it right for my business?
High volume/low value
Minimum: 5 X per week
Maximum: none
Quantity is key
88
Twitter content
Create vs. curate
Retweets = sharing the love
Hashtags
Content best practices
Create = our blog post
Curate = blog post from AllTwitter
89
90
! What is a hashtag? ! Used across social networks ! What’s the point? ! How to create a hashtag ! Hashtag abuse
Let’s talk about hashtags
91
Content types: Text updates
Post with a link
Stats, facts or tips
Quotes
92
Content types: Visual
Graphics Videos Photos
Twitter content exercise
! Tweet at least 5 X per day ! Plan 4 tweets, leave 1 open for
something that happens during the day Tips:
1 Planned Blog post (created or curated):
2 Planned Question:
3 Planned Photo:
4 Planned Tip, stat or fact:
5 Open Something new you discovered or saw today:
93
! Posts news and events
! Shares fun facts ! Retweets others ! Curates content
How others are using it Currier Museum of Art
What do I do next?
95
1. Tweet at least 5 X per day
2. Share curated content
3. Retweet or thank a follower
Facebook | LinkedIn | Twitter | Google+ | Pinterest | Next steps
Google+
Is it right for my business?
Nonprofit
23% use Google+
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
55% use Google+
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
55% use Google+
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
98
Google+
Is it right for my business?
! If you are a content creator
! If you have the time ! If you want more SEO
value
99
! Google uses an algorithm ! You need to create fresh
content regularly ! Use the right keywords ! Google ♥ Google
Google+
Let’s talk about SEO
Medium volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Keywords = searchability
100
Google+
Google+ content
101
Google+
Content types: Useful info
Blog posts Industry news Events
102
Google+
Content types: Multimedia
Photos Graphics or e-publications Videos
Google+ content exercise ! Post at least 3 X per week ! Share content your audience will find
useful ! Try sharing multimedia
Tips:
1 Useful info Blog post (created or curated):
2 Useful info Link to industry news:
3 Multimedia Photo or video:
103
! Shares blog posts ! Provides industry
news ! Posts events ! Shares photos ! Uses humor
Google+
How others are using it Geek Girl
Google+
What do I do next?
105
1. Share your blog posts
2. Post a photo or a video
3. Use keywords that will get you found
Facebook | LinkedIn | Twitter | Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
24% use Pinterest
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
53% use Pinterest
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
34% use Pinterest
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
108
! If you have products to sell ! If you have images to
share ! If you want to build
awareness of your brand
Is it right for my business?
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
109
Pinterest content
110
! 90% of information transmitted to the brain is visual
! Photos are liked 2X more than text updates
! 67% say images are very important in selecting and purchasing a product
Why visual content is important
111
Content types: About you
Products Photos and videos Digital assets
112
Content types: Useful and interesting
Curated content Quotes or tips Blog posts
Pinterest content exercise
! Pin at least 5 X per day ! Pin content that’s about you ! Share useful and interesting content
Tips:
1 About you Products or services:
2 About you Digital assets (guides or ebooks):
3 Useful/interesting Curated pins:
4 Useful/interesting Blog post with tips or how-to:
5 Useful/interesting Inspirational quote:
113
! Pins its products ! Provides useful pins ! Curates ! Tries how-to pins
How others are using it The Unique Sheep
What do I do next?
115
1. Create 3-4 boards to start
2. Install the Pin It button about.pinterest.com/goodies
3. Provide a description and link in your product pins
Facebook | Twitter | LinkedIn | Google+ | Pinterest | Next steps
Delete negative comments
Next steps
Etiquette
Be helpful, create a positive experience
Ignore your fans Say thank you, answer questions
Talk about yourself all the time
Balance self-promotion with helpful and entertaining content
Not completing your page
Fill out all the information about your business, add your logo and photos
Forget to provide context
Infrequent posting or posting too much
Be active, but don’t overdo it
Include a comment when sharing 117
118
! Engagement = content and frequency your audience wants ! Likes, shares,
comments, retweets, repins, +1s
! More followers ! It takes time
Next Steps
How do I know it’s working?
119
! Choose the networks that are right for you ! Use the worksheets to help with content ideas ! Try the next steps we suggested for each
network ! Keep track of audience engagement
Next Steps
Go do it!
© Constant Contact 2014
Get started today… 60-day free trial www.constantcontact.com
Want to learn more? Local learning near you… www.constantcontact.com Select Resources » Local Learning » Seminars
120
Don’t have time to manage your social media? Let SocialConcierge handle it for you! constantcontact.com/socialconcierge