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TRANSCRIPT
© Constant Contact 2014
Social Media 101
The Basics of Social Media
© Constant Contact 2014 2
© 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…
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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
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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 @melanie_diehl
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
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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
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Top 6 social networks
Which social media? The top networks
Twitter LinkedIn
Google+ Instagram
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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
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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
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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:
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Page vs. profile vs. group
Facebook.com/pages/create
Fill out info
Add logo and cover photo
Create your page
Facebook: profile/page/group
Get started today
Tip 2:
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Email marketing signature!
In your store/office check in!
Website
Events
Business cards
Tell people you’re there!
Get started today
Tip 2:
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Email marketing signature!
In your store/office check in!
Website
Events
Business cards
Tell people you’re there!
Get started today
Tip 2:
40
Email marketing signature!
In your store/office check in!
Website
Events
Business cards
Tell people you’re there!
Get started today
Tip 3:
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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:
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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
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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
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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
Beyond scheduled posts, set up searches
Monitor what others are saying
3-5 times a week, 20 minutes at a time
© Constant Contact 2014 47