you’re social, now what? - constant...

© Constant Contact 2015

You’re Social, Now What? Find out which networks are right for you and how to use them

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer

Agenda

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1. Top 5 social networks • Facebook • Twitter • LinkedIn • Pinterest • Instagram

2.Creating and curating content 3. Photos, word images, and video 4.Next steps

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Business value: Reach large audiences

1. Top 5 social networks: Facebook

Use Facebook’s Insights tool

Be aware of Facebook’s algorithm

Create and share the right content

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Facebook content that works Photos Status updates Videos


The “EdgeRank” algorithm shows posts based on …

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Facebook has an algorithm

• Interest of your fans • The post’s performance among other

users • Performance of your past posts • Type of post the users prefer • How recent the post is


What types of posts are doing well

Engagement metrics

Who engages with your content

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Use Facebook’s Insights tool to know what works for you

When your fans are online


Facebook: What to do next

1. Find out what content is working for your fans.

2. Create and share the content they want.

3. Use Facebook’s scheduling tool to post when your fans are online.

4. Evaluate your Insights (monthly, quarterly).

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2.Creating and curating content 3. Photos, word images and video 4.Next steps

Business value: Fastest way to reach your audience

1. Top 5 social networks: Twitter

Use Twitter Analytics

Be helpful

Stand out with your tweets

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Twitter content that works Images Short tweets Hashtags


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Be helpful

• Link to blog posts from you or experts • Offer facts, stats or tips • Answer customer questions • Participate in conversations • Don’t make it all about you


Mentions

Top tweets

Engagements

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Use Twitter’s analytics tool to know what works for you

Audience insights


Twitter: What to do next

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1. Keep track of what tweets get the most engagement.

2. Create and share the content that’s getting the best results.

3. Use a scheduling tool like Hootsuite or Buffer to post tweets.

4. Evaluate your analytics (monthly, quarterly).

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Business value: Establish your expertise

1. Top 5 social networks: LinkedIn

Use LinkedIn Analytics

Be an information source

Share what you know and read

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LinkedIn content that works Blog posts/long posts Images Links


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Build your expertise: Be an information source

• Share current news (yours and industry) • Offer and ask for perspective on current

topics • Use the right keywords for SEO • Post regularly


Clicks and interactions

Engagement

Follower demographics

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Use LinkedIn’s analytics tool to know what works for you

Visitor demographics


LinkedIn: What to do next

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1. Start a blog or use LinkedIn’s Publisher tool.

2. Create and share the content that’s getting the best results.

3. Share content from a variety of sources.


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Business value: Drive people to your website

1. Top 5 social networks: Pinterest

Use Pinterest Analytics

Promote and provide value

Share eye-catching images

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Pinterest content that works Beautiful images Long images Word images


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Promote and provide value

• Share product photos • Link to your blog posts • Use the right keywords in titles

and descriptions • Maintain balance: Share content

from other sources


Engagement

Popular content

Pins from your website

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Use Pinterest Analytics to know what works for you

Audience demographics and interests


Pinterest: What to do next

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1. Create and pin images that get attention.

2. Add visual content to your website.

3. Make your pins searchable.


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Business value: Photos help people get to know you

1. Top 5 social networks: Instagram

Use Iconosquare for analytics

Put your audience in the moment

Share eye-catching images

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Instagram content that works Photos that stand out Word images Videos


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Put your audience in the moment

• Share behind the scenes images and videos

• Educate them • Use hashtags • Tag your location


Engagement

Top images

Best time to post

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Use Iconosquare to know what works for you

Hashtags


Instagram: What to do next

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1. Share images that tell the story of your business.

2. Use relevant hashtags to get found.

3. Use Iconosquare to find the right day and time to post.


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50% 30% 20% Ask questions,

use images & video. Get liked, shared

& comments.

Be useful. Give interesting

information. Promotion

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Content best practices: Write for your audience, not for you

2.Creating and curating content

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Content curation is sharing content from other sources.


Where do you find it? • Check the news • Read blogs • Follow others on social media • Google Alerts • Subscribe to email lists • Customers or employees • Don’t forget to give credit to

the original author or source!

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Presidential election predictions Experts say it’s a tight race between the top 2 candidates. more on page 2 …

State economy outlook Leaders discuss economy improvements at annual meeting. more on page 7…

Oscar nominees revealed Academy announces list of this year’s best films and actors. more on page 12 …

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Repurpose and Reuse

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Instagram Pic Stitch

Word Swag

3. Photos, word images, and video

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PowerPoint Canva

PicMonkey

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Photos: Stock • FreeDigitalPhotos.net • StockVault.net • FreeImages.com


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Create word images • Tips • Quotes • Promotions • Announcements

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• *All sizes noted are in pixels 44

Facebook Cover photo 851x315 Profile photo 180x180 Tab 111x74 Link image 1200x627 Shared image 1200x1200

Twitter Header 1500x500 Profile photo 400x400 Shared photo 1024x512 In-stream photo preview 220x440

Google+ Profile photo 250x250 Cover photo 2120x1192 Shared image (minimum) 250x250

Pinterest Profile photo 600x600 Pins 735xinfinite (when clicked) Board thumbnail 222x150

LinkedIn Standard logo 100x60 Square logo 50x50 Banner image 646x220 Share image size limit 100 MB Profile photo 200x200 Cover photo 646x220

Instagram Profile photo 161x161 Square image in feed 600x600 Landscape image in feed 600x450 Portrait image in feed 1080x1350

YouTube Profile photo pulled from Google+ Channel art 2560x1224 Custom video thumbnail 1280x720

Photos: Social media image size guide*


Video

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Share via social


Broadcasting live from your smartphone from wherever you are • Show behind-the-scenes • Interact with followers • Answer questions • Interview experts • Use for training/how-to

Streaming video

• Up to 4 people can broadcast

• Can schedule broadcasts

• Promote your broadcast via Twitter

• Viewers can comment or appear as a guest

• Permanently appears on your profile

Blab • One person can broadcast at a

time

• Can schedule broadcasts


• Viewers can comment

• Disappears at the end of live broadcast

Meerkat


• One person can broadcast at a time

• No scheduling in advance


• Viewers can comment

• Appears on your profile for 24 hours

Periscope

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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

Take time for ideas. Create an editorial calendar.

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4. Next steps

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4. Next steps

Don’t forget about email

4. Next steps

• Social Media Examiner’s Facebook page disappeared for 2 days!

• Make sure you’re driving social fans and followers back to your email list. You control your list.

Why email is important:

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4. Next steps

• Promote emails on social media with Social Share

• Schedule your posts with Facebook or Hootsuite

• Set up searches to monitor what others are saying

• Spend 20 minutes at a time, 3-5 times a week

Save time with simple tools

Resources

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