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© Constant Contact 2015 Basics of Social Media The why, the what, and the how for your small business or nonprofit
© 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
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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?
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.
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50% Share interesting and entertaining posts
3. What do I say?
25
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
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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
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