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© Constant Contact 2014
Making Social Media Work for You
You’re Social, Now What?
Rebecca RuckMobloggy®
• Founder, Chief Visionary Officer
• Constant Contact Authorized Local Expert
Twitter: @mobloggy
Facebook.com/mobloggy
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PHOTO
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© Constant Contact 20143
Grow with Constant ContactGet results fast, with affordable, easy-
to-use engagement marketing tools and free coaching.
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
Events& Registrations
4
Agenda
Is it right for my business?
How to create content
How others are using it
Next steps
Etiquette
How do I know if it’s working?
Facebook | Twitter | LinkedIn | 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
7
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
8
Facebook content
Content best practices
Get likes, shares, commentsEntertain, invite conversation, ask
questions, images & video
50%
Be useful & informativeIndustry info, hints + tips,
curate content30%
About your businessCalls to action, not “buy now” 20%
10
Content types: Text updates
Fill-in-the-blank Question Fun fact or tip
11
Content types: Visual
Digital ContentPhotos 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 business30% 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:
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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
Asks questions
Shares multimedia
Is helpful
Involves fans
How others are using it
Boloco
What do I do next?
15
1. Try a fill-in-the-blank or question post
2. Create and share visual content
3. Monitor your page. Is your content engaging?
Facebook | Twitter | LinkedIn | 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
18
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 day
Maximum: none
Quantity is key
19
Twitter content
Create vs. curate
Retweets = sharing the love
Hashtags
Content best practices
Create = our blog post
Curate = blog post from AllTwitter
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What is a hashtag?
Used across social networks
What’s the point?
How to create a hashtag
Hashtag abuse
Let’s talk about hashtags
22
Content types: Text updates
Post with a link
Stats, facts or tips
Quotes
23
Content types: Visual
GraphicsVideosPhotos
Twitter content exercise
Tweet at least 5 X per dayPlan 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:
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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?
26
1. Tweet at least 5 X per day
2. Share curated content
3. Retweet or thank a follower
Facebook | Twitter | LinkedIn | 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
29
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
30
LinkedIn content
31
What’s the difference?
Fill out all of the information
Add content to
Company culture
Products & services
Recommendations
Page vs. profile
32
Content types: About you
Product updates RecruitingBehind the
scenes
33
Content types: Useful info
Blog posts Industry newsGuides/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 :
34
Asks questions
Shares multimedia
Is helpful
How others are using it
MarketMeSuite
What do I do next?
36
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 | Twitter | LinkedIn | 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
39
Google+
Is it right for my business?
If you are a content creator
If you have the time
If you want more SEO value
40
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
41
Google+
Google+ content
42
Google+
Content types: Useful info
Blog posts Industry newsEvents
43
Google+
Content types: Multimedia
PhotosGraphics or
e-publicationsVideos
Google+ content exercise
Post at least 3 X per weekShare content your audience will find usefulTry sharing multimedia
Tips:
1 Useful info Blog post (created or curated):
2 Useful info Link to industry news:
3 Multimedia Photo or video:
44
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?
46
1. Share your blog posts
2. Post a photo or a video
3. Use keywords that will get you found
Facebook | Twitter | LinkedIn | 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
49
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
50
Pinterest content
51
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
52
Content types: About you
ProductsPhotos and
videosDigital assets
53
Content types: Useful and interesting
Curated content Quotes or tipsBlog posts
Pinterest content exercise
Pin at least 5 X per dayPin content that’s about youShare 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:
54
Pins its products
Provides useful pins
Curates
Tries how-to pins
How others are using it
The Unique Sheep
What do I do next?
56
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
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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?
60
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!
Q&AAll attendees receive FREE Trial OR FREE One-on-One Training
Rebecca RuckMobloggy®
YOUR
PHOTO
HERE
YOUR
LOGO HERE
63
© Constant Contact 201464
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