Social Media 101 - The Basics of Social Media
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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
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Social Media 101 - The Basics of Social Media
- 1. © Constant Contact 2014 Social Media 101 The Basics of Social Media #ctctsocial @constantcontact
- 2. Area Local Expert; Constant Contact 2 Kate Bourland kate@katebourland.com facebook.com/marketingwithkate @KateBourland
- 3. © Constant Contact 2014 3 Why are we here today?
- 4. 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. 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. 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. 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. 8 What you do have is powerful #ctctsocial @constantcontact Loyal, happy customers An excellent experience Interesting and important things to say!
- 9. 9 Agenda Why use social media? The top 5 social networks What do I say? Get started today
- 10. Why use social media? | Top 5 social networks | What do I say? | Get started today
- 11. 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
- 12. 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. 13 Why use social media? Engagement is the new word of mouth
- 14. 14 Why use social media? ENTICE to stay in touch ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
- 15. Why use social media? | Top 5 social networks | What do I say?| Get started today
- 16. 16 Top 6 social networks Which social media? The top networks Facebook Pinterest Twitter LinkedIn Google+ Instagram
- 17. 17 Top 6 social networks Facebook 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. 18 Top 6 social networks Linkedin Business Primary Audience Industry news, tips, solutions Looking For Sharing thought leadership Best For Mostly B2B Used By
- 19. 19 Top 6 social networks Twitter Young adults Primary Audience News, brand updates, trends Looking For Sharing news, and original and curated content Best For B2C, nonprofit Used By
- 20. 20 Top 6 social networks Pinterest 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. 21 Top 6 social networks Instagram 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. 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
- 23. 23 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
- 24. Why use social media? | Top 5 social networks | What do I say? | Get started today
- 25. 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%
- 26. What do I say? What do I say? 50% Entertain, invite conversation, ask questions, images & video
- 27. 30% Industry info, hints & tips, curate content What do I say? What do I say?
- 28. What do I say? What do I say? 20% Calls to action, not “buy now”
- 29. 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
- 33. “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%)?
- 34. Why use social media? | Top 5 social networks | What do I say? | Get started today 34
- 36. Get started today Tip 1: 36 Page vs. profile Facebook.com/pages/ create Fill out info Add logo and cover photo Create your page
- 37. Get started today Tip 2: 37 Email marketing In your store/office Website Events Business cards Tell people you’re there!
- 38. Get started today Tip 3: 38 50% 30% 20% rule Use the 3 questions Ask your audience Start posting
- 39. 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!)
- 40. Exercise: Now it’s your turn… fill this out Friday (Celebrate!) Monday Tuesday Wednesday Thursday Time: Time: Time: Time: Time:
- 41. 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. 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. 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. 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
- 45. © 2014 SPECIAL OFFER – Upgrade Today Step by Step Email List Coaching Course http://katebourland.com/constantcontact/ Plans start at $20/month | No Contract | 100% Money Back Guarantee Q&A
- 46. 46
- 47. Area Local Expert, Constant Contact 47 Kate Bourland kate@katebourland.com facebook.com/marketingwithkate @KateBourland