Basics of Social Media The why, the what, and the how for your small business or nonprofit Constant Contact 2015
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Why are we here today? Why are we here today?
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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
You have all you need to get started! Loyal, happy customers Great customer experience Interesting things to say! 9
Agenda 1.Why use social media? 2.The top 5 social networks 3.What do I say? 4.Get started today 10
1. Why use social media? Agenda 1.Why use social media? 2.The top 5 social networks 3.What do I say? 4.Get started today 11
1. Why use social media? It influences decisions 84% of social media users share to show their support for a cause Source: New York Times 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 12
1. Why use social media? Engagement is the new word of mouth 13
1. Why use social media? Provide a wow! experience Entice to stay in touch Engagement drives social visibility Engage people 14
2. The top social networks Agenda 1.Why use social media? 2.The top social networks 3.What do I say? 4.Get started today 15
2. The top social networks The Top Social Media networks Facebook LinkedIn Twitter Pinterest Instagram 16
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: How often? Business benefit 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.
2. The top social networks What is it? Post this: How often? Business benefit 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
2. The top social networks What is it? Post this: How often? Business benefit 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
2. The top social networks What is it? Mobile app for photo and video sharing Post this: How often? 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 Business benefit 21
3. What do I say? Agenda 1.Why use social media? 2.The top social networks 3.What do I say? 4.Get started today 22
Go for it on Social Media! Make your posts work for you. 3. What do I say?
50% 30% 20% Share interesting and entertaining posts. Offer helpful information. Promote your business. 24
3. What do I say? 50% Share interesting and entertaining posts 25
3. What do I say? 30% Offer helpful information. 26
3. What do I say? 20% Promote your business. 27
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 29
3. What do I say? Reach your customers where they are. Likes Shares Forwards Word-of-mouth 30
3. What do I say? 338 average number of friends per adult Facebook user source: Pew Research Center 31
1 2 4 7 5 1 3. What do I say? SMALL 5 Likes 3 1 1 2 3 Comments 4 6 1 5 2 3 Shares 2 5 Comments 5 2 5 3 i s b i g! 2 7 3 Shares 3 1 Like 2 9 3 32
3. What do I say? Agenda 1.Why use social media? 2.The top social networks 3.What do I say? 4.Get started today 33
4. Get started today Start with Facebook Tip 1: Create your page Page vs. profile Facebook.com/pages/create Fill out info Add logo and cover photo 34
4. Get started today Start with Facebook 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 35
4. Get started today Start with Facebook 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 36
4. Get started today Start with Facebook Tip 4: Repurpose everything 37
4. Get started today Start with Facebook Tip 5: Make social media... 38
4. Get started today work for you. Share email newsletters Post offers Share photos Give advice Ask questions 39
4. Get started today Start with Facebook 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 40
4. Get started today 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! 41
4. Get started today M T W T F Time: Time: Time: Time: Time: Post: Post: Post: Post: Post: 42
4. Get started today Don t forget about email 43
4. Get started today Use social to drive people back to your email list. Facebook Business Page Social media platforms Instagram Pinterest Bio pages Install a Sign-up Form App to FB Create fun posts with a request to subscribe try using images Include a sign-up form URL in profile bio Create a beautiful image detailing how to subscribe include link in comment Include a sign-up form URL in profile bios to gather most interested subscribers 44
Get fans attention with the Facebook Sign-up Form App. 4. Get started today 45
4. Get started today Extend your reach with the Social Share tool. 46
Use your Facebook and Instagram photos in your emails. 4. Get started today 47
4. Get started today Emails with social sharing buttons increase click-through rates by 158% Use the Share Bar Ask people to like, share, retweet, pin Add social media buttons 48
Next steps 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 49
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Questions? 53