social media 101

© Constant Contact 2014

Social Media 101 The Basics of Social Media

#ctctsocial @constantcontact

April Heavens-Woodcock Chief Buzz Officer

Touching Clients

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© Constant Contact 2014 3

Why are we here today?

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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.

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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

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What you do have is powerful

#ctctsocial @constantcontact

Loyal, happy customers

An excellent experience

Interesting and important things to say!

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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


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

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Engagement is the new word of mouth

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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

Facebook

Pinterest

Twitter LinkedIn

Google+ Instagram

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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

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Linkedin

Business

Primary Audience

Industry news, tips, solutions

Looking For

Sharing thought leadership

Best For

Mostly B2B

Used By

19


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


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


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


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%)?

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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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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

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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  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

social media 101

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