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You’ve thought about what social networks to use for your business or nonprofit, and you’re ready to take the next step. Where do you go from there? This seminar will give you a closer look at the popular social media networks – Facebook, Twitter, LinkedIn, Pinterest, and Google+. We’ll show you the benefits of using each, how other organizations are marketing with them, and some dos and don’ts of each channel. You’ll also get tips on how to tell if your social media activity is working. Core concepts introduced include: A closer look at the 5 most popular social networks: Facebook, Twitter, LinkedIn, Google+, Pinterest Within each network: - How to tell if it’s right for your business - What kind of content to create and post - Etiquette - How to tell if your content is working - Suggestions on what to do next Why social media & email marketing must be used together
Citation preview
© Constant Contact 2014
Social Media 101
The Basics of Social Media
#ctctsocial @constantcontact
Area Local Expert; Constant Contact
2
Kate Bourland
facebook.com/marketingwithkate
@KateBourland
© 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
Why use social media?
The top 5 social networks
What do I say?
Get started today
Why use social media? | Top 5 social networks | What do I say? | Get started today
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
13
Why use social media?
Engagement is the new word of mouth
14
Why use social media?
ENTICE to stay in touch
ENGAGE People
Engagement drives SOCIAL
VISIBILITY
Provide a “Wow!” EXPERIENCE
Why use social media? | Top 5 social networks | What do I say?| Get started today
16
Top 6 social networks
Which social media? The top networks
Twitter LinkedIn
Google+ Instagram
17
Top 6 social 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
18
Top 6 social networks
Business
Primary Audience
Industry news, tips, solutions
Looking For
Sharing thought leadership
Best For
Mostly B2B
Used By
19
Top 6 social networks
Young adults
Primary Audience
News, brand updates, trends
Looking For
Sharing news, and original and
curated content
Best For
B2C, nonprofit
Used By
20
Top 6 social 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
21
Top 6 social networks
Young Adults
Primary Audience
Photos of People & Products
Looking For
Sharing visual content for products,
adding links to website, blog
Best For
B2C
Used By
22
Top 6 social 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
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Facebook LinkedIn Twitter Pinterest Instagram Google+
All Business
Focused All
Mostly
Women
Young
Adults
Mostly Men
IT & Mktg
Sharing,
text, photos
& links
Sharing
news,
product info,
testimonials
Sharing text,
news,
photos &
links
“Pinning”
photos,
videos &
images
Photos
of people
& Products
Sharing,
text, photos
& links
Engage
Increase
Visibility
Large
Audience
Thought
leadership;
Groups
and
Comments
Retweets,
Influencers
&
Reputation
Building
Sharing
products,
how-to/tips,
e-books,
Ideas
Link to
products or
website,
Likes &
Comments
Better SEO
& Reputation
Building
Why use social media? | Top 5 social networks |
What do I say? | Get started today
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
29
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%)?
Why use social media? | Top 5 social networks |
What do I say? | Get started today
34
Start with Facebook
Get started today
Tip 1:
36
Page vs. profile
Facebook.com/pages/create
Fill out info
Add logo and cover photo
Create your page
Get started today
Tip 2:
37
Email marketing
In your store/office
Website
Events
Business cards
Tell people you’re there!
Get started today
Tip 3:
38
50% 30% 20% rule
Use the 3 questions
Ask your audience
Start posting
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:
41
Save Time with Simple Tools
Free and Low-Cost Tools can help
Beyond scheduled posts, set up searches
Monitor what others are saying
3-5 times a week, 20 minutes at a time
42
Get More Followers
Follow your best customers & Engage them
Add Social Links to Everything
Your Email Signature
All Marketing Campaigns
Deals & Special Offers
Again, make it easy to share
43
Run A Social Campaign
Like-Gated Content
Free Download
Discount / Offer
Don’t offer it anywhere else
Use email to get more traffic, visits and likes
Make it easy to share
44
Summary
Decide which Social Sites are right for you
Just beginning? Start with Facebook
Schedule out your posts, plan weekly
20 minutes, 3-5 times a week
Make it easy for people to find & friend you
Consider running a social campaign
Beyond scheduled posts, set up searches
Monitor what others are saying
3-5 times a week, 20 minutes at a time
© 2014
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Q&A
46
Area Local Expert, Constant Contact
47
Kate Bourland
facebook.com/marketingwithkate
@KateBourland
