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© Constant Contact 2015
Basics of Social Media The why, the what, and the how for your small business or nonprofit
BE A MARKETER All it takes is Constant Contact®
#BeaMarketer
Why are we here today? Why are we here today?
Need help? You are not alone.
n
54% of small businesses
need help with social media
marketing - Constant Contact Small Business Survey
57% of nonprofits
need help with social media
marketing - Constant Contact Nonprofit Pulse Survey
Social media looks really interesting but... I’ll never have millions of fans.
Using new marketing tools sound great but... I don’t know what to say on social media.
Reading what’s being said sounds useful but... I’ll never have a dedicated staff to do it right.
I hear about new tools and networks every day but... I just don’t have the time to stay current.
Within a 5 year time span ... 10% of small businesses
used social media marketing.
Source: Constant Contact Small Businesses Then & Now study 7
That went up to a whopping 87% of small businesses
using social media marketing!
Source: Constant Contact Small Businesses Then & Now study 8
9
You have all you need to get started! • Loyal, happy customers
• Great customer experience
• Interesting things to say!
Agenda
10
1. Why use social media? 2.The top 5 social networks 3. What do I say? 4.Get started today
Agenda
11
1. Why use social media? 2.The top 5 social networks 3. What do I say? 4.Get started today
1. Why use social media?
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1. Why use social media?
74% of shoppers use social media to guide purchases Source: ODM Group
43% purchase a product shared or favorited by a friend Source: Vision Critical
84% of social media users share to show their support for a cause Source: New York Times
•It influences decisions
Engagement is the new word of mouth
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1. Why use social media?
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1. Why use social media?
Entice to stay in touch
Engage people
Engagement drives social
visibility
Provide a “wow!” experience
Agenda
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1. Why use social media? 2.The top social networks 3. What do I say? 4.Get started today
2. The top social networks
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2. The top social networks
The “Top” Social Media networks
Facebook LinkedIn Twitter Pinterest Instagram
2. The top social networks
What is it?
Post this:
How often?
Business benefit
Largest social sharing site for users and businesses Text, links, photos and videos that engage, inform and promote
1-2 X per day
Reach large audiences, advertising platform
2. The top social networks
What is it?
Post this:
Social networking for businesses
Content about your business, your expertise, curated content
At least 2 X per week
Establish your expertise, network within your industry.
How often?
Business benefit
2. The top social networks
What is it?
Post this:
Social conversation and information sharing
Links to news and blog posts, photos, videos
At least 5 X per day
Fastest way to reach your audience, customer service
How often?
Business benefit
2. The top social networks
What is it?
Post this:
Social site where users pin images to boards of things they like Images of products, tips, digital content, and interests
At least 5 X per day
Pins can get found by search or chance and direct back to your site
How often?
Business benefit
2. The top social networks
What is it?
Post this:
Mobile app for photo and video sharing
Photos and videos of your biz, products and people
At least 1 X per day
Followers get to know you and your biz through images
How often?
Business benefit 21
Agenda
22
1. Why use social media? 2.The top social networks 3. What do I say? 4.Get started today
3. What do I say?
3. What do I say?
Go for it on Social Media! Make your posts work for you.
50% 30% 20% Share interesting and
entertaining posts. Offer helpful information.
Promote your
business.
24
50% Share interesting and entertaining posts
3. What do I say?
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30% Offer helpful information.
3. What do I say?
26
20% Promote your business.
3. What do I say?
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3. What do I say?
4 people like this.
1 share 28
3. What do I say?
Susan Jones likes this.
Susan Jones Let’s go! November 20
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Likes Shares Forwards Word-of-mouth
Reach your customers where they are.
3. What do I say?
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338 average number of friends per adult Facebook user source: Pew Research Center
3. What do I say?
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SMALL
i s b i g ! 5 Likes
3 Shares
5 Comments
3
2 1
7
5
3 1
9
4
2 3
2
5
1
1 Like
2 2
4
3 Shares 5
2
1
6
3 Comments
5
1
7
3 2
3. What do I say?
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Agenda
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1. Why use social media? 2.The top social networks 3. What do I say? 4.Get started today
3. What do I say?
4. Get started today
Tip 1: Create your page • Page vs. profile • Facebook.com/pages/create • Fill out info • Add logo and cover photo
Start with Facebook
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4. Get started today
Tip 2: Tell people you’re there! • Email marketing • Website/blog • In your store/office • Business cards • Add social links to everything • Follow your best customers and
engage them
Start with Facebook
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4. Get started today
Tip 3: Start posting • Post 1-2 X per day • Use the 50% 30% 20% rule • Pay attention to likes, comments
and shares • Ask your audience
Start with Facebook
37
4. Get started today
Tip 4: Repurpose everything
Start with Facebook
4. Get started today
Tip 5: Make social media...
38
Start with Facebook
4. Get started today
work for you.
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• Share email newsletters • Post offers • Share photos • Give advice • Ask questions
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4. Get started today
Tip 6: Save time with simple tools • 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
Start with Facebook
4. Get started today
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M T W T F
Time: morning Time: noon Time: morning Time: noon Time: noon Post: Monday motivation quote
Post: Check out these tips
Post: Interesting fact
Post: What’s new at our business
Post: Just for fun!
4. Get started today
42
M T W T F
Time: Time: Time: Time: Time: Post: Post: Post: Post: Post:
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4. Get started today
Don’t forget about email
Use social to drive people back to your email list.
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4. Get started today
Install a Sign-up Form App to FB Facebook Business Page
Create fun posts with a request to subscribe – try using images Social media platforms
Include a sign-up form URL in profile bio Instagram
Create a beautiful image detailing how to subscribe – include link in comment Pinterest
Bio pages Include a sign-up form URL in profile bios to gather most interested subscribers
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4. Get started today
Get fans’ attention with the Facebook Sign-up Form App.
4. Get started today
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Extend your reach with the Social Share tool.
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4. Get started today
Use your Facebook and Instagram photos in your emails.
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• Use the Share Bar • Ask people to like, share,
retweet, pin • Add social media buttons
4. Get started today
Emails with social sharing buttons increase click-through rates by 158%
Next steps
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1. Decide which social networks are right for you 2. Just beginning? Start with Facebook 3. Make it easy for people to find and follow you 4.Use the 50% 30% 20% rule for content 5. Schedule out your posts, plan weekly 6.Repurpose your emails, promotions on social
BE A MARKETER All it takes is Constant Contact®
#BeaMarketer
Resources
51
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