A Morning of Facebook, Twitter, Facebook, Google Plus, and Pinterest Getting Started

© Constant Contact 2014

A Morning of Social Media Social media best practices featuring Facebook,

Twitter, LinkedIn, Google+ and Pinterest

#ctctsocial @constantcontact

April Heavens-Woodcock Chief Buzz Officer

Touching Clients

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[email protected]

Facebook.com/touchingclients.com

twitter:@touchingclients

linkedin:

pinterest:pinterest.com/touchingclients

instagram: aprilheavenswoodcock

google+:plus.google.com/touchingclients

© Constant Contact 2014 3

Why are we here today?

4

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.

5

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…

6

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

7

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

8

What you do have is powerful


Loyal, happy customers

An excellent experience

Interesting and important things to say!

9

Agenda PART I Social Basics !  Why use social

media? !  Intro to the networks !  What do you say?

PART II The Networks in Depth !  The Big 5

!   Is it right for my business? !   How to create content !   How others are using it

!  Next Steps

10

Agenda Social Basics ! Why use social media The Networks !  The Big 5


! What do you say? !  Next Steps

Why use social media? | Intro to the networks | What do I say?

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

15


ENTICE to stay in touch

ENGAGE People

Engagement drives SOCIAL

VISIBILITY

Provide a “Wow!” EXPERIENCE

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Intro to the networks

Which social media? The top networks

Facebook

Pinterest

Twitter LinkedIn

Google+

18


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

Facebook

Is it right for my business?

Nonprofit

91% use Facebook

Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends

89% use Facebook

B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends

81% use Facebook

B2B Source: B2B Content Marketing 2014 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

Facebook


Low volume/high value

Minimum: 3 X per week

Maximum: 10 X per week

Quality vs. quantity

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Facebook

Facebook content

Get started today

Tip 1:

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!  Page vs. profile !  Facebook.com/pages/

create !  Fill out info !  Add logo and cover

photo

Create your page

Get started today

Tip 2:

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!  Email marketing !  In your store/office !  Website !  Events !  Business cards

Tell people you’re there!

Get started today

Tip 3:

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!  50% 30% 20% rule !  Use the 3 questions !  Ask your audience

Start posting

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Linkedin

Business

Primary Audience

Industry news, tips, solutions

Looking For

Sharing thought leadership

Best For

Mostly B2B

Used By

LinkedIn


Nonprofit

53% use LinkedIn


71% use LinkedIn


91% use LinkedIn





More formal and technical

27

LinkedIn

LinkedIn content

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!  What’s the difference? !  Fill out all of the

information !  Add content to

!  Company culture !  Products & services !  Recommendations

LinkedIn

Page vs. profile

LinkedIn

What do I do next?

29

1. Fill out everything on your page

2. Be active – post at least 2 X per week

3. Try sharing something about your industry

30


Twitter

Young adults

Primary Audience

News, brand updates, trends

Looking For

Sharing news, and original and curated content

Best For

B2C, nonprofit

Used By

Twitter


Nonprofit

69% use Twitter


80% use Twitter


85% use Twitter


High volume/low value


Maximum: none

Quantity is key

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Twitter

Twitter content

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!  What is a hashtag? !  Used across social networks !  What’s the point? !  How to create a hashtag !  Hashtag abuse

Twitter

Let’s talk about hashtags

Twitter

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

35


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

Pinterest


Nonprofit

24% use Pinterest


53% use Pinterest


34% use Pinterest


High volume/high value

Minimum: 5 X per day

Maximum: 10 X per day

Quality images = important

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Pinterest

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

Pinterest

Why visual content is important

Pinterest

What do I do next?

39

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

40


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

Google+


Nonprofit

23% use Google+


55% use Google+


55% use Google+


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!  Google uses an algorithm !  You need to create fresh

content regularly !  Use the right keywords !  Google ♥ Google

Google+

Let’s talk about SEO

Medium volume/high value



Keywords = searchability

43

Google+

Google+ content

Google+

What do I do next?

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1. Share your blog posts

2. Post a photo or a video

3. Use keywords that will get you found

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Name Facebook LinkedIn Twitter Pinterest Google+

Primary audience All Business Young adults

Women, foodies, crafters

Men, students, software developers

Good for what?

Sharing text, photos, video, links

Sharing news, product info, testimonials

Sharing news, text updates, links to info

Pinning photos, video, graphics

Sharing text updates, links, photos, video

Best for what?

Sharing engaging content, reaching a large audience

Thought leadership

Sharing original and curated content

Sharing products, how-to/tips, e-books

Increasing your searchability and expertise

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%)?


Let’s take a break During the break, talk to your neighbors about their social media strategies. Show off your pages and

posts, ask questions, and get new ideas!


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Agenda PART I Social Basics ! Why use social

media? ! Intro to the networks ! What do you say?

PART II The Networks in Depth !  The Big 5


!  Next Steps

Facebook


Nonprofit

91% use Facebook


89% use Facebook


81% use Facebook


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!  If you have the resources (time, staff)

!  If you have content to share

!  If you need to be found

Facebook





Quality vs. quantity

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Facebook

Facebook content

Facebook

Content best practices

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%

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Facebook

Content types: Text updates

Fill-in-the-blank Question Fun fact or tip

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Facebook

Content types: Visual

Digital Content Photos 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 business 30% 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

Facebook

Create an editorial calendar

One week of Facebook posts

Friday

Time: noon

Fun fact!

Monday

Time: morning

Monday motivation quote

Tuesday

Time: noon

Did you know? OR Check out these tips

Wednesday

Time: morning

Fill in the blank

Thursday

Time: afternoon

Having a sale this weekend!

Glass of wine (celebrate!)

Exercise: Now it’s your turn… fill this out

Friday

(Celebrate!)

Monday Tuesday Wednesday Thursday

Time: Time: Time: Time: Time:

!  Asks questions !  Shares multimedia !  Is helpful !  Involves fans

Facebook

How others are using it

Boloco

Facebook

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?

Start with Facebook

Get started today

Tip 1:

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!  Page vs. profile !  Facebook.com/pages/

create !  Fill out info !  Add logo and cover

photo

Create your page

Get started today

Tip 2:

73

!  Email marketing !  In your store/office !  Website !  Events !  Business cards

Tell people you’re there!

Get started today

Tip 3:

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!  50% 30% 20% rule !  Use the 3 questions !  Ask your audience

Start posting

LinkedIn


Nonprofit

53% use LinkedIn


71% use LinkedIn


91% use LinkedIn


77

!  If you are a B2B !  If you are (or want to be)

a thought leader

LinkedIn





More formal and technical

78

LinkedIn

LinkedIn content

79

!  What’s the difference? !  Fill out all of the

information !  Add content to

!  Company culture !  Products & services !  Recommendations

LinkedIn

Page vs. profile

80

LinkedIn

Content types: About you

Product updates Recruiting Behind the scenes

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LinkedIn

Content types: Useful info

Blog posts Industry news Guides/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 :

82

!  Asks questions !  Shares multimedia !  Is helpful

LinkedIn

How others are using it MarketMeSuite

LinkedIn

What do I do next?

84

1. Fill out everything on your page

2. Be active – post at least 2 X per week

3. Try sharing something about your industry

Twitter


Nonprofit

69% use Twitter


80% use Twitter


85% use Twitter


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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

Twitter


High volume/low value


Maximum: none

Quantity is key

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Twitter

Twitter content

Create vs. curate

Retweets = sharing the love

Hashtags

Twitter

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

Twitter

Let’s talk about hashtags

91

Twitter

Content types: Text updates

Post with a link

Stats, facts or tips

Quotes

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Twitter

Content types: Visual

Graphics Videos Photos

Twitter content exercise

!   Tweet at least 5 X per day !   Plan 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

Twitter

How others are using it Currier Museum of Art

Twitter

What do I do next?

95

1. Tweet at least 5 X per day

2. Share curated content

3. Retweet or thank a follower

Google+


Nonprofit

23% use Google+


55% use Google+


55% use Google+


98

Google+


!  If you are a content creator

!  If you have the time !  If you want more SEO

value

99

!  Google uses an algorithm !  You need to create fresh

content regularly !  Use the right keywords !  Google ♥ Google

Google+

Let’s talk about SEO

Medium volume/high value



Keywords = searchability

100

Google+

Google+ content

101

Google+

Content types: Useful info

Blog posts Industry news Events

102

Google+

Content types: Multimedia

Photos Graphics or e-publications Videos

Google+ content exercise !   Post at least 3 X per week !   Share content your audience will find

useful !   Try sharing multimedia

Tips:

1 Useful info Blog post (created or curated):

2 Useful info Link to industry news:

3 Multimedia Photo or video:

103

!  Shares blog posts !  Provides industry

news !  Posts events !  Shares photos !  Uses humor

Google+

How others are using it Geek Girl

Google+

What do I do next?

105

1. Share your blog posts

2. Post a photo or a video

3. Use keywords that will get you found

Pinterest


Nonprofit

24% use Pinterest


53% use Pinterest


34% use Pinterest


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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

Pinterest


High volume/high value

Minimum: 5 X per day

Maximum: 10 X per day

Quality images = important

109

Pinterest

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

Pinterest

Why visual content is important

111

Pinterest

Content types: About you

Products Photos and videos Digital assets

112

Pinterest

Content types: Useful and interesting

Curated content Quotes or tips Blog posts

Pinterest content exercise

!   Pin at least 5 X per day !   Pin content that’s about you !   Share 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

Pinterest

How others are using it The Unique Sheep

Pinterest

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

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 117

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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!


Get started today… 60-day free trial www.constantcontact.com

Want to learn more? Local learning near you… www.constantcontact.com Select Resources » Local Learning » Seminars

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Transcript of A Morning of Facebook, Twitter, Facebook, Google Plus, and Pinterest Getting Started