Social Media 101. The Basics of Social Media
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1 Social Media 101 The Basics of Social Media Constant Contact 2014
2 Constant Contact
3 Why are we here today? Constant Contact
4 You are not alone 54% 57% of small businesses of nonprofits need help with social media marketing. need help with social media marketing. Source: Constant Contact Small Business Survey Source: Constant Contact Nonprofit Pulse Survey 4
5 Concerns? Social media looks really interesting, BUT Using new marketing tools sound great, BUT Reading what s being said sounds useful, BUT I hear about new tools and networks every day, BUT I ll never have millions of fans. I don t know what to say on social media. I ll never have a dedicated staff to do it right. I just don t have the time to stay current. 5
6 Then vs. now Social media marketing for small businesses % of small businesses using social media marketing 10% 2008 source: Constant Contact Small Businesses Then & Now study 6
7 Then vs. now Social media marketing for small businesses % of small businesses using social media marketing 87% 2013 source: Constant Contact Small Businesses Then & Now study 7
8 What you do have is powerful Loyal, happy customers An excellent experience Interesting and important things to say! 8
9 Agenda Why use social media? The top 5 social networks What do I say? Get started today 9
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 93% 87% 86% Nonprofit B2B B2C Source: Nonprofit Social Networking Benchmark Report Source: Clearpoint Agency Source: Uberflip
12 Why use social media? It influences decisions 74% 55% 68% rely on social networks to guide purchase decisions share purchases on social networks learn more about a charity if they see a friend posting about it Source: Fedelta Source: Fedelta Source: MDG Advertising
13 Why use social media? Engagement is the new word of mouth 13
14 Why use social media? Top 5 social networks What do I say? Get started today
15 Top 6 social networks Which social media? The top networks Facebook LinkedIn Twitter Pinterest Instagram Google+ 15
16 Top 6 social networks Facebook Primary Audience All Looking For Useful, interesting, informative content Best For Sharing text, photos, videos and reaching a large audience Used By B2B, B2C, nonprofit 16
17 Top 6 social networks Linkedin Primary Audience Business Looking For Industry news, tips, solutions Best For Sharing thought leadership Used By Mostly B2B 17
18 Top 6 social networks Twitter Primary Audience Young adults Looking For News, brand updates, trends Best For Sharing news, and original and curated content Used By B2C, nonprofit 18
19 Top 6 social networks Pinterest Primary Audience Women, foodies, crafters Looking For Photos, videos, products, tips Best For Sharing visual content for products, how-to, e-books Used By B2C 19
20 Top 6 social networks Instagram Primary Audience Young Adults Looking For Photos of People & Products Best For Sharing visual content for products, adding links to website, blog Used By B2C 20
21 Top 6 social networks Google+ Primary Audience Men, students, software developers Looking For Links, photos, video, news, blog posts Best For Increasing your searchability and expertise Used By B2B, B2C, nonprofit 21
22 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 22
23 Why use social media? Top 5 social networks What do I say? Get started today
24 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%
25 What do I say? What do I say? 50% Entertain, invite conversation, ask questions, images & video
26 What do I say? What do I say? 30% Industry info, hints & tips, curate content
27 What do I say? What do I say? 20% Calls to action, not buy now
28 What do I say? Content ideas 3 questions to ask 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? 28
29 What do I say? exercise What s something you could share this week that s entertaining and invites conversation (50%)? What s something you could share this week that s about your industry, hints or tips, or is curated (30%)? What s something you could share this week about your business but is not about buy now (20%)?
30 Why use social media? Top 5 social networks What do I say? Get started today 30
31 Start with Facebook
32 Get started today Tip 1: Create your page Page vs. profile Facebook.com/pages/ create Fill out info Add logo and cover photo 32
33 Get started today Tip 2: Tell people you re there! marketing In your store/office Website Events Business cards 33
34 Get started today Tip 3: Start posting 50% 30% 20% rule Use the 3 questions Ask your audience 34
35 Monday Tuesday Wednesday Thursday Friday Time: morning Time: noon Time: morning Time: afternoon Time: noon Monday motivation quote Did you know? OR Fill in the blank Having a sale this weekend! Fun fact! Check out these tips Glass of wine (celebrate!) One week of Facebook posts
36 Monday Tuesday Wednesday Thursday Friday Time: Time: Time: Time: Time: (Celebrate!) Exercise: Now it s your turn fill this out
37 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 37
38 Get More Followers Follow your best customers & Engage them Add Social Links to Everything Your Signature All Marketing Campaigns Deals & Special Offers Again, make it easy to share 38
39 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 39
40 Constant Contact
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