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© Constant Contact 2014
Social Media 101
The Basics of Social Media
#ctctsocial @constantcontact
April Heavens-Woodcock
Chief Buzz Officer
Touching Clients
picture
here
2
awoodcock@touchingclients.com
Facebook.com/touch...
© 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: Cons...
5
Concerns?
I’ll never have
millions of fans.
Social media looks
really interesting,
BUT…
I don’t know what to
say on soci...
6
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
10%
...
7
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
87%
...
8
What you do have is powerful
#ctctsocial @constantcontact
Loyal, happy
customers
An excellent
experience
Interesting and...
9
Agenda
 Why use social media?
 The top 5 social networks
 What do I say?
 Get started today
Why use social media? | Top 5 social networks |
What do I say? | Get started today
Why use social media?
Your competitors are social
Nonprofit
93%
Source: Nonprofit Social
Networking Benchmark Report
86%
B...
Why use social media?
It influences decisions
55%
Source: Fedelta
share purchases
on social networks
68%
Source: MDG Adver...
13
Why use social media?
Engagement is the new word of mouth
14
Why use social media?
ENTICE to
stay in touch
ENGAGE
People
Engagement
drives SOCIAL
VISIBILITY
Provide a “Wow!”
EXPERI...
Why use social media? | Top 5 social networks |
What do I say?| Get started today
16
Top 6 social networks
Which social media?
The top networks
Facebook
Pinterest
TwitterLinkedIn
Google+Instagram
17
Top 6 social networks
Facebook
All
Primary Audience
Useful, interesting, informative
content
Looking For
Sharing text, ...
18
Top 6 social networks
Linkedin
Business
Primary Audience
Industry news, tips, solutions
Looking For
Sharing thought lea...
19
Top 6 social networks
Twitter
Young adults
Primary Audience
News, brand updates, trends
Looking For
Sharing news, and o...
20
Top 6 social networks
Pinterest
Women, foodies, crafters
Primary Audience
Photos, videos, products, tips
Looking For
Sh...
21
Top 6 social networks
Instagram
Young Adults
Primary Audience
Photos of People & Products
Looking For
Sharing visual co...
22
Top 6 social networks
Google+
Men, students, software developers
Primary Audience
Links, photos, video, news, blog
post...
23
Facebook LinkedIn Twitter Pinterest Instagram Google+
All
Business
Focused
All
Mostly
Women
Young
Adults
Mostly Men
IT ...
Why use social media? | Top 5 social networks |
What do I say? | Get started today
What do I say?
What do I say?
Get likes, shares,
comments
Entertain, invite conversation, ask
questions, images & video
50...
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
29
What’s new at your business/organization?
What did you do recently to help someone
achieve...
“What do I say?” exercise…
1
What’s something you could share this week that’s
entertaining and invites conversation (50%)...
34
Save Time with Simple Tools
 Free and Low-Cost Tools can help
 Beyond scheduled posts, set up searches
 Monitor what ot...
35
Get More Followers
 Follow your best customers & Engage them
 Add Social Links to Everything
  Your Email Signature
  A...
36
Run A Social Campaign
 Like-Gated Content
  Free Download
  Discount / Offer
 Don’t offer it
anywhere else
 Use email t...
37
Summary
 Decide which Social Sites are right for you
 Just beginning? Start with Facebook
 Schedule out your posts, pla...
38
Social Media 101
Social Media 101
Social Media 101
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Social Media 101

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“The Top 5” social networks…there’s a pretty good chance that you’re using, or considering using, one of these. And we’re going to add Google+ as well, because while not everyone has adapted to using it, it’s an important element to consider for your search engine optimization – for getting found when someone does a search using Google. We’re going to walk through each of these, quickly discussing what each network is good for, who’s using it, etc.

This isn’t going to be an in-depth analysis of each channel, or a thorough how-to for each…what we want to do is familiarize you with these Top 5 channels so you’ve got some more insight as you either confirm your decision to focus on one or as you weigh the decision on where to start. Also, one note: we haven’t listed these in a particular order of importance…we recognize that one organization might have more of a reason to use and focus on Facebook or Pinterest while another might exclusively use LinkedIn.

Social Media 101

  1. 1. © Constant Contact 2014 Social Media 101 The Basics of Social Media #ctctsocial @constantcontact
  2. 2. April Heavens-Woodcock Chief Buzz Officer Touching Clients picture here 2 awoodcock@touchingclients.com Facebook.com/touchingclients.com twitter:@touchingclients linkedin: pinterest:pinterest.com/touchingclients instagram: aprilheavenswoodcock google+:plus.google.com/touchingclients
  3. 3. © Constant Contact 2014 3 Why are we here today?
  4. 4. 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. 5. 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. 6. 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. 7. 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. 8. 8 What you do have is powerful #ctctsocial @constantcontact Loyal, happy customers An excellent experience Interesting and important things to say!
  9. 9. 9 Agenda  Why use social media?  The top 5 social networks  What do I say?  Get started today
  10. 10. Why use social media? | Top 5 social networks | What do I say? | Get started today
  11. 11. 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
  12. 12. Why use social media? 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
  13. 13. 13 Why use social media? Engagement is the new word of mouth
  14. 14. 14 Why use social media? ENTICE to stay in touch ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
  15. 15. Why use social media? | Top 5 social networks | What do I say?| Get started today
  16. 16. 16 Top 6 social networks Which social media? The top networks Facebook Pinterest TwitterLinkedIn Google+Instagram
  17. 17. 17 Top 6 social networks 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
  18. 18. 18 Top 6 social networks Linkedin Business Primary Audience Industry news, tips, solutions Looking For Sharing thought leadership Best For Mostly B2B Used By
  19. 19. 19 Top 6 social networks Twitter Young adults Primary Audience News, brand updates, trends Looking For Sharing news, and original and curated content Best For B2C, nonprofit Used By
  20. 20. 20 Top 6 social networks 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
  21. 21. 21 Top 6 social networks Instagram Young Adults Primary Audience Photos of People & Products Looking For Sharing visual content for products, adding links to website, blog Best For B2C Used By
  22. 22. 22 Top 6 social networks 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
  23. 23. 23 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
  24. 24. Why use social media? | Top 5 social networks | What do I say? | Get started today
  25. 25. 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%
  26. 26. What do I say? What do I say? 50% Entertain, invite conversation, ask questions, images & video
  27. 27. 30%Industry info, hints & tips, curate content What do I say? What do I say?
  28. 28. What do I say? What do I say? 20% Calls to action, not “buy now”
  29. 29. What do I say? Content ideas 29 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
  30. 30. “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%)?
  31. 31. 34 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
  32. 32. 35 Get More Followers  Follow your best customers & Engage them  Add Social Links to Everything   Your Email Signature   All Marketing Campaigns   Deals & Special Offers  Again, make it easy to share
  33. 33. 36 Run A Social Campaign  Like-Gated Content   Free Download   Discount / Offer  Don’t offer it anywhere else  Use email to get more traffic, visits and likes  Make it easy to share
  34. 34. 37 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
  35. 35. 38
  • extremefitness2011

    May. 10, 2015

“The Top 5” social networks…there’s a pretty good chance that you’re using, or considering using, one of these. And we’re going to add Google+ as well, because while not everyone has adapted to using it, it’s an important element to consider for your search engine optimization – for getting found when someone does a search using Google. We’re going to walk through each of these, quickly discussing what each network is good for, who’s using it, etc. This isn’t going to be an in-depth analysis of each channel, or a thorough how-to for each…what we want to do is familiarize you with these Top 5 channels so you’ve got some more insight as you either confirm your decision to focus on one or as you weigh the decision on where to start. Also, one note: we haven’t listed these in a particular order of importance…we recognize that one organization might have more of a reason to use and focus on Facebook or Pinterest while another might exclusively use LinkedIn.

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