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© Constant Contact 2014 Making Social Media Work for You You’re Social, Now What?
© Constant Contact 2014
Making Social Media Work for You
You’re Social, Now What?
Melanie DiehlYour Social Media Gal
• Social Media Strategist & Email Marketing Consultant
• Constant Contact Authorized Local Expert
www.MelanieDiehl.com
facebook.com/[email protected]
© Constant Contact 20143
Grow with Constant ContactGet results fast, with affordable, easy-
to-use engagement marketing tools and free coaching.
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
Events& Registrations
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AgendaIs it right for my business?
How to create content
How others are using it
Getting creative with tools
Next steps
Etiquette
How do I know if it’s working?
Facebook | Twitter | LinkedIn | Instagram | Pinterest | Next steps
Is it right for my business?
Nonprofit
96%use Facebook
Source: Nonprofit Content Marketing 2016 Benchmarks, Budgets and Trends
94%use Facebook
B2C
Source: B2C Content Marketing 2016 Benchmarks, Budgets and Trends
84%use Facebook
B2B
Source: B2B Content Marketing 2016 Benchmarks, Budgets and Trends
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If you have the resources (time, staff)
If you have content to share
If you need to be found
Is it right for my business?
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
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Facebook content
Content best practices
Get likes, shares, commentsEntertain, invite conversation, ask
questions, images & video
50%
Be useful & informativeIndustry info, hints + tips,
curate content30%
About your businessCalls to action, not “buy now” 20%
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Content types: Text updates
Fill-in-the-blank Question Fun fact or tip
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Content types: Visual
Digital ContentPhotos Videos
Facebook content exercise
Get likes, shares, comments
Entertain, invite conversation, ask questions, images & video
Industry info, hints & tips, curate content
Calls to action, not “buy now”
50% Be useful & informative
About your business30% 20%
1 50% Fill-in-the-blank:
2 50% Question:
3 50% Photos:
4 30% Tip, stat or fact:
5 30% Link to a blog post:
6 20% Sale, event or product/service info:
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Plan weekly
Take time on Friday to think about the next week
Be flexible
Leave 1 or 2 posts open for something that comes up
Create an editorial calendar
Shares lots of images
Is helpful
Involves fans
How others are using it
Southern Vintage Table
What do I do next?
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1. Try a fill-in-the-blank or question post
2. Create and share visual content
3. Monitor your page. Is your content engaging?
Facebook | Twitter | LinkedIn | Instagram | Pinterest | Next steps
Is it right for my business?
Nonprofit
93%use Twitter
Source: Nonprofit Content Marketing 2016 Benchmarks, Budgets and Trends
82%use Twitter
B2C
Source: B2C Content Marketing 2016 Benchmarks, Budgets and Trends
87%use Twitter
B2B
Source: B2B Content Marketing 2016 Benchmarks, Budgets and Trends
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If you have the resources (time, staff)
For content creation and curation
For monitoring
If you are (or want to be) a thought leader
Is it right for my business?
High volume/low value
Minimum: 5 X per day
Maximum: none
Quantity is key
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Twitter content
Create vs. curate
Retweets = sharing the love
Hashtags
Content best practices
Create = our blog post
Curate = blog post from AllTwitter
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What is a hashtag?
Used across social networks
What’s the point?
How to create a hashtag
Hashtag abuse
Let’s talk about hashtags
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Content types: Text updates
Post with a link
Stats, facts or tips
Quotes
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Content types: Visual
GraphicsVideosPhotos
Twitter content exercise
Tweet at least 5 X per dayPlan 4 tweets, leave 1 open for something that happens during the day
Tips:
1 Planned Blog post (created or curated):
2 Planned Question:
3 Planned Photo:
4 Planned Tip, stat or fact:
5 Open Something new you discovered or saw today:
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Posts news and events
Shares fun facts
Retweets others
Curates content
How others are using it
Visit North Carolina
What do I do next?
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1. Tweet at least 5 X per day
2. Share curated content
3. Retweet or thank a follower
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10-minute break
Facebook | Twitter | LinkedIn | Instagram | Pinterest | Next steps
Is it right for my business?
Nonprofit
65%use LinkedIn
Source: Nonprofit Content Marketing 2016 Benchmarks, Budgets and Trends
76%use LinkedIn
B2C
Source: B2C Content Marketing 2016 Benchmarks, Budgets and Trends
94%use LinkedIn
B2B
Source: B2B Content Marketing 2016 Benchmarks, Budgets and Trends
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If you are a B2B
If you are (or want to be) a thought leader
Is it right for my business?
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
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LinkedIn content
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What’s the difference?
Fill out all of the information
Add content to
Company culture
Products & services
Recommendations
Page vs. profile
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Content types: About you
Product updates RecruitingBehind the
scenes
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Content types: Useful info
Blog posts Industry newsGuides/ebooks
LinkedIn content exercise
Post at least 2 X per week
Share content that’s about you
Post something useful for your audience
Tips:
1 About you Product updates, behind the scenes or recruiting:
2 Useful info Blog posts, guides or ebooks, or industry news :
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Asks questions
Shares multimedia
Is helpful
How others are using it
HootSuite
What do I do next?
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1. Fill out everything on your page
2. Be active –post at least 2 X per week
3. Try sharing something about your industry
Facebook | Twitter | LinkedIn | Instagram | Pinterest | Next steps
Is it right for my business?
Nonprofit
58%use instagram
Source: Nonprofit Content Marketing 2016 Benchmarks, Budgets and Trends
62%use instagram
B2C
Source: B2C Content Marketing 2016 Benchmarks, Budgets and Trends
29%use instagram
B2B
Source: B2B Content Marketing 2016 Benchmarks, Budgets and Trends
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40
Young Adults
Primary Audience
Photos of People & Products
Looking For
Sharing visual content for products,
adding links to website, blog
Best For
B2C, B2B, Non-profits
Used By
Low to medium volume/high value
Minimum: 1 X per day
Maximum: 3 X per day
Quality images = important
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instagram content
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90% of information transmitted to the brain is visual
Photos are liked 2X more than text updates
67% say images are very important in selecting and purchasing a product
Why visual content is important
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Content types: About you
Announcement Our membersNew products
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Content types: Useful and interesting
#tbt Useful tip inspiration
Instagram content exercise
Post at least 1 X per dayPost content that’s about youShare useful and interesting content
Tips:
1 About you A shot of your office:
2 About you Link to products or website:
3 Useful/interesting A tip of the day:
4 Useful/interesting Throw back Thursday #TBT:
5 Useful/interesting Inspirational quote:
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Posts its members
Inspires
Curates (likes others posts)
Shares events
How others are using it
Femfessionals
What do I do next?
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1. Create your account & upload your head shot/logo
2. Follow to be followed; keep your account public!
3. Provide a description and link to your website.
Facebook | Twitter | LinkedIn | Instagram | Pinterest | Next steps
Is it right for my business?
Nonprofit
36%use Pinterest
Source: Nonprofit Content Marketing 2016 Benchmarks, Budgets and Trends
61%use Pinterest
B2C
Source: B2C Content Marketing 2016 Benchmarks, Budgets and Trends
25%use Pinterest
B2B
Source: B2B Content Marketing 2016 Benchmarks, Budgets and Trends
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If you have products to sell
If you have images to share
If you want to build awareness of your brand
Is it right for my business?
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
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Pinterest content
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90% of information transmitted to the brain is visual
Photos are liked 2X more than text updates
67% say images are very important in selecting and purchasing a product
Why visual content is important
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Content types: About you
ProductsPhotos and
videosDigital assets
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Content types: Useful and interesting
Curated content Quotes or tipsBlog posts
Pinterest content exercise
Pin at least 5 X per dayPin content that’s about youShare useful and interesting content
Tips:
1 About you Products or services:
2 About you Digital assets (guides or ebooks):
3 Useful/interesting Curated pins:
4 Useful/interesting Blog post with tips or how-to:
5 Useful/interesting Inspirational quote:
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Pins its products
Provides useful pins
Curates
Tries how-to pins
How others are using it
Geralin Thomas
What do I do next?
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1. Create 3-4 boards to start
2. Install the Pin It button about.pinterest.com/goodies
3. Provide a description and link in your product pins
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10-minute break
Getting Creative with Tools
Content curation is sharing content from other sources.
Getting Creative with Tools
Getting Creative with Tools
Repurpose and Reuse
Pic Stitch
Word Swag
PowerPoint
Canva
PicMonkey
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Photos: Stock
•GraphicStock.com
•RGBStock.com
•Morguefile.com
•Pixabay.com
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Create word images
Tips
Quotes
Promotions
Announcements
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3. Photos, word images, and video
Video
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Share via social
Broadcasting live from your
smartphone from wherever you
are
• Show behind-the-scenes
• Interact with followers
• Answer questions
• Interview experts
• Use for training/how-to
Streaming video
Facebook | Twitter | LinkedIn | Instagram | Pinterest | Next steps
Delete negative comments
Next steps
Etiquette
Be helpful, create a positive experience
Ignore your fans Say thank you, answer questions
Talk about yourself all the time
Balance self-promotion with helpful and entertaining content
Not completing your page
Fill out all the information about your business, add your logo and photos
Forget to provide context
Infrequent posting or posting too much
Be active, but don’t overdo it
Include a comment when sharing
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Engagement = content and frequency your audience wants
Likes, shares, comments, retweets, repins, +1s
More followers
It takes time
Next Steps
How do I know it’s working?
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Choose the networks that are right for you
Use the worksheets to help with content ideas
Try the next steps we suggested for each network
Keep track of audience engagement
Next Steps
Go do it!
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Questions?
© Constant Contact 201473
