“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.

1. © Constant Contact 2014
Social Media 101
The Basics of Social Media
#ctctsocial @constantcontact

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. © Constant Contact 2014
3
Why are we here today?

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
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
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
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
What you do have is powerful
#ctctsocial @constantcontact
Loyal, happy
customers
An excellent
experience
Interesting and
important things
to say!

9. 9
Agenda
Why use social media?
The top 5 social networks
What do I say?
Get started today

10. Why use social media? | Top 5 social networks |
What do I say? | Get started today

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. 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
Why use social media?
Engagement is the new word of mouth

14. 14
Why use social media?
ENTICE to
stay in touch
ENGAGE
People
Engagement
drives SOCIAL
VISIBILITY
Provide a “Wow!”
EXPERIENCE

15. Why use social media? | Top 5 social networks |
What do I say?| Get started today

16. 16
Top 6 social networks
Which social media?
The top networks
Facebook
Pinterest
TwitterLinkedIn
Google+Instagram

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
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
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
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
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
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
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. Why use social media? | Top 5 social networks |
What do I say? | Get started today

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. What do I say?
What do I say?
50%
Entertain, invite conversation,
ask questions, images & video

27. 30%Industry info, hints & tips,
curate content
What do I say?
What do I say?

28. What do I say?
What do I say?
20%
Calls to action,
not “buy now”

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

33. “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%)?

34. 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

35. 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

36. 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

37. 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

38. 38