Basics of Social Media for Business
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This SlideShare can be seen as a full webinar at http://www.theurldr.com/register-social-media-business-basics-webinar-demand/ Interested in marketing your business or organization with social media, but not sure where to get started? Don't feel overwhelmed. This social media presentation was designed for you. Covers the value of using social media to reach your customers and how it can lead to new customers, as well as driving repeat sales.
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Basics of Social Media for Business
- 1. Basics of Social Media Why use it, which channels and what to say © Constant Contact 2014
- 2. KimButler@TheURLdr.com facebook.com/theurldr @theurldr Kim Merritt Butler #theurldrwebinar
- 3. © Constant Contact 2014 Why are we here today?
- 4. You are not alone 54% of small businesses 57% of nonprofits 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? Iâll never have millions of fans. Social media looks really interesting, BUT⊠I donât know what to say on social media. Using new marketing tools sound great, BUT⊠Iâll never have a dedicated staff to do it right. Reading whatâs being said sounds useful, BUT⊠I just donât have the time to stay current. I hear about new tools and networks every day, BUTâŠ
- 6. Then vs. now Social media marketing for small businesses % of small businesses using social media marketing 10% 2008 source: Constant Contact Small Businesses Then & Now study
- 7. Then vs. now Social media marketing for small businesses % of small businesses using social media marketing 87% 2013 source: Constant Contact Small Businesses Then & Now study
- 8. What you do have is powerful Loyal, happy customers #ctctsocial @constantcontact An excellent experience Interesting and important things to say!
- 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 93% Nonprofit Source: Nonprofit Social Networking Benchmark Report 86% B2C Source: Uberflip 87% B2B Source: Clearpoint Agency
- 12. Why use social media? It influences decisions 55% share purchases on social networks Source: Fedelta 68% learn more about a charity if they see a friend posting about it Source: MDG Advertising 74% rely on social networks to guide purchase decisions Source: Fedelta
- 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 âWow!â EXPERIENCE
- 15. Why use social media? | Top 5 social networks | What do I say?| Get started today
- 16. Top 5 social networks Which social media? The top networks Facebook LinkedIn Twitter Pinterest Google+
- 17. Top 5 social networks Facebook Primary Audience All Looking For Useful, interesting, informative content Best For Sharing text, photos, videos and reaching a large audience Used By B2B, B2C, nonprofit
- 18. Top 5 social networks Linkedin Primary Audience Business Looking For Industry news, tips, solutions Best For Sharing thought leadership Used By Mostly B2B
- 19. Top 5 social networks Twitter Primary Audience Young adults Looking For News, brand updates, trends Best For Sharing news, and original and curated content Used By B2C, nonprofit
- 20. Top 5 social networks Pinterest Primary Audience Women, foodies, crafters Looking For Photos, videos, products, tips Best For Sharing visual content for products, how-to, e-books Used By B2C
- 21. Top 5 social networks Google+ Primary Audience Men, students, software developers Looking For Links, photos, video, news, blog posts Best For Increasing your searchability and expertise Used By B2B, B2C, nonprofit
- 22. 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
- 23. Why use social media? | Top 5 social networks | What do I say? | Get started today
- 24. What do I say? What do I say? Get likes, shares, comments Entertain, invite conversation, ask questions, images & video 50% Be useful & informative curate content 30% Industry info, hints + tips, About your business Calls to action, not âbuy nowâ 20%
- 25. What do I say? What do I say? 50% Entertain, invite conversation, ask questions, images & video
- 26. What do I say? 30% Industry info, hints & tips, curate content What do I say?
- 27. What do I say? What do I say? 20% Calls to action, not âbuy nowâ
- 28. What do I say? Content ideas 3 questions to ask Whatâs new at your business/organization? What did you do recently to help someone achieve success? What advice have people been asking you for lately?
- 32. âWhat do I say?â exercise⊠1 Whatâs something you could share this week thatâs entertaining and invites conversation (50%)? 2 Whatâs something you could share this week thatâs about your industry, hints or tips, or is curated (30%)? 3 Whatâs something you could share this week about your business but is not about âbuy nowâ (20%)?
- 33. Why use social media? | Top 5 social networks | What do I say? | Get started today 34
- 35. Get started today Tip 1: Create your page Page vs. profile Facebook.com/pages/ create Fill out info Add logo and cover photo
- 36. Get started today Tip 2: Tell people youâre there! Email marketing In your store/office Website Events Business cards
- 37. Get started today Tip 3: Start posting 50% 30% 20% rule Use the 3 questions Ask your audience
- 38. 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!)
- 39. Friday Time: Time: Time: Time: Time: (Celebrate!) Monday Tuesday Wednesday Thursday Exercise: Now itâs your turn⊠fill this out
- 40. Summary Why? The 5 social networks Go do it Join us for Part 2 of this session: Youâre Social, Now What?
- 41. Halfmoon Yoga BâąBâąQ © 2014 email survey promos events www.TheURLdr.com
- 42. Value Package for Constant Contact Todayâs Webinar Special Online Learning System $199 Custom Email Template $ 99 Email Audit $199 Package Value $497 $497 Package FREE www.TheURLdr.com/offer Plans start at $20/month | No Contract | 100% Money Back Guarantee KimButler@TheURLdr.com facebook.com/theurldr @theurldr
- 44. Value Package for Constant Contact Todayâs Webinar Special Online Learning System $199 Custom Email Template $ 99 Email Audit $199 Package Value $497 $497 Package FREE www.TheURLdr.com/offer Plans start at $20/month | No Contract | 100% Money Back Guarantee KimButler@TheURLdr.com facebook.com/theurldr @theurldr
Editor's Notes
- I am Kim Butler, The URL Dr., and I am a Constant Contact Platinum Level Solution Provider, a Constant Contact Authorized Local Expert, and winner of the 2013 Constant Contact All Star Award. Our presentation today is provided by Constant Contact but the information provided here is based on best practices and can be utilized by any small business or nonprofit, regardless of whether or not you are using Constant Contact. If you have questions during or after the presentation, you can use the hashtag #theurldrwebinar on Twitter to ask your questions. Iâll be responding to questions from all the webinars this month at that hashtag.
- Our webinar today is provided by Constant Contact but the information presented is based on best practices and can be utilized by any small business or nonprofit, regardless of whether or not you are using Constant Contact. I am a Platinum Level Solution Provider and a Constant Contact All Star Award Winner. Here is all my contact information. As Jenn said weâll have a Q&A session at the end of the webinar, but you can also connect with me after the presentation at any one of these addresses.
- You know social media marketing is important to your business. But itâs also confusing and overwhelming â thereâs a lot of social networks out there. You might not consider yourself a marketing expert, but now you have to know how to use all of these new tools. You might also not be comfortable using social media. Itâs all looks and feels so new, and guess what â weâre all still figuring this out! Social media marketing changes every day. And itâs OK to be confused and overwhelmedâŠbecause weâre here to help!
- You are not the only one who needs help. We hear from people like you every day â small businesses and nonprofits who want to stand out from the pack, get more fans and followers, and spread the word about what they do on social media. Recent surveys weâve done show that you are not alone in this [click to build] 54% of small businesses [click to build] and 57% of nonprofits say that they need help with social media marketing
- You probably have concerns about social media marketing. Many small businesses and nonprofit marketers think: [click to build] Social Media Marketing looks interesting, but⊠I will never have millions of fans âŠ. [click to build] Using new, inbound marketing tools sound great, but⊠I donât even know what I would talk about on social mediaâŠ. [click to build] Paying close attention to whatâs being said on social media sounds useful, but⊠Iâll never have a dedicated staff to do it right⊠[click to build] I hear about new networks everyday, but⊠I just donât have the time to stay current
- Why is social media important for your business or nonprofit? Itâs impacted businesses and nonprofits in a big way. Itâs how youâre finding new customers or members, and how youâre staying top of mind for your current ones and making them loyal, repeat customers. Five years ago, in 2008, we asked small businesses what kinds of tools they were using for marketing. [click to build] Only 10% were using social media marketing. [click to next slide]
- Five years later â 2013 â that has gone up to 87%. Why? Because social media works. Youâre small businesses â you donât do things that donât work. Thatâs quite a statistic, and shows just how integral social media has become as a marketing tool for all organizations.
- And the really good news is that you can do this! Because what you do have is powerful! You can successfully market your small business or association because you have⊠[click to build] Loyal, happy customers or supporters if youâre a nonprofit [click to build] An excellent customer experience [click to build] Interesting and important things to say!
- I want to start by helping you (or others in your organization) understand why a small business or nonprofit should be using social media.
- Because âEveryone Else is!â This is usually NOT a good reason for doing something. But in this case, your colleagues and competitors are marketing with social media. [click to build] 93% of nonprofits are using social media [click to build] 87% of B2B â business to business are marketing with social media http://www.mediabistro.com/alltwitter/b2b-social-media-marketing_b46556 [click to build] 86% of B2C â business to consumer are using social media http://www.mediabistro.com/alltwitter/b2c-content-marketing_b46264 And that means if youâre not doing some kind of social media marketing for your organization, youâre not in the places where customers and supporters are looking for information. The people who are doing it â your competitors â have a big advantage because theyâre reaching more people with their message.
- The social media impact on your business or organization is huge. It drives people to your door. [click to build] It influences purchasing â 74% of shoppers rely on social networks to guide purchase decisions. Social media has made it easier for people to buy from you. 2 out of 10 Facebook users have made a purchase by clicking on ads or comments [click to build] They tell your friends about you â 55% of people share information about their purchases on social media. [click to build] It influences peopleâs connections to nonprofits â 68% of people will go online and learn more about the charities and causes that their friends support when their friends post about it on social media. 68% take the time to learn more about a charity if they see a friend posting about it Consider how to add⊠Those referrals are very important to your business: 71% of consumers are more likely to purchase a product based on social media referrals. Every day, people are going online to review or recommend the businesses and nonprofits that they support, and people in their networks trust those referrals because they know the people who write them, or â if they donât â they trust unbiased reviews from people just like them.
- And this influence happens on social media because of audience engagement. We used to tell people things over the back fence, [click to build] now we tell everyone â our family, our friends, our colleagues, our clients, even our BFFsâ through social media channels. Itâs less about spending all of your time/money and energy finding new customers and more about fully engaging your existing happy customers and making it easy for them to tell others. The changes have leveled the playing field for smaller organizations like yours to compete with the big boys. The point weâre making is that social media is the new word of mouth. Social media helps to kickstart that word-of-mouth marketing. Because your messages have the chance to be amplified and shared, social media marketing will bring you new customers (and donors, supporters and volunteers if youâre a nonprofit, repeat business from your current customers, and referrals from your happy customers. Is this starting to make sense â why social media is important? Itâs a part of your entire business. Social media, the social visibility that it gives you, and how your business and customers engage with each other make up what we call the engagement marketing cycle. Letâs look at the engagement marketing cycle, and talk about how social media and engagement work together in the day to day life of your business.
- Weâve been talking about whoâs using social media and how it drives behavior. Now letâs think about the experience you provide through your interactions with customers or supporters and where social media fits in. [click to build] If you want social media to work for you, you have to create a WOW experience. Think about all the ways you interact with your customers or supporters. Whatâs something you can do for them thatâs valuable? It doesnât have to be anything huge an expensive. A WOW experience could be something small and meaningful like For example, the way you process a credit card â could be normal. But the way you wrap the purchase could be the WOW! Another very simple way to rise above the ordinary could be in the way you greet them at the door. If you work with other businesses, consider how you present proposals or project updates â are you thinking about the perception of you as a professional that you leave when you invest the time and care into the reportâs presentation. If youâre a nonprofit, the WOW could be the way you show supporters how you carry out your mission by using photos to illustrate that story. Again, you donât need to go to the extremes or way over the top. You do, however, need to help your business think about the spots where youâre going to do something that really creates a connectionâŠthatâs what itâs aboutâŠcreating a connection. What those connections do is open a window of opportunity, an opportunity to ask them to stay connected with you, which brings us to the next step in the cycle⊠The reason you want to create a WOW opportunity is to get their attention, create a connection, and then ask them to stay in touch with you. [click to build] Leverage that WOW moment â ask them to connect with you (like you on Facebook) because they know that youâll then engage them with content and other items of value to them. [click to build] Then engage with them online.! [click to build] As they interact with you, social media allows that engagement to be visible online â itâs seen by their networks and that helps to introduce you to a whole group of new people, who will become your next customers or supporters. Thatâs called social visibility, and really shows the power of social media. What I want you to take away from this â the engagement marketing cycle â is that social visibility â enhanced by technology â enables you to connect with your customers, get leads or grow supporters. Create that WOW experience â make the connection â encourage your customers or supporters to continue that experience with you by following you on social media, and then keep that cycle going.
- Now that weâve laid out why you should be considering social media as part of your marketing mix, letâs jump into a reveal of the top 5 social networks.
- [click to build] These are what we collectively refer to as âThe Top 5â social networksâŠthereâs a pretty good chance that youâre using, or considering using, one of these. Weâre going to walk through each of these, quickly discussing what each network is good for, whoâs using it, etc. This isnât going to be an in-depth analysis of each channel, or a thorough how-to for eachâŠwhat we want to do is familiarize you with these Top 5 channels so youâve 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 havenât listed these in a particular order of importanceâŠwe recognize that one organization might have more of a reason to use and focus on Facebook or Pinterest while another might exclusively use LinkedIn.
- Letâs get started with the big one, Facebook. Itâs the most popular of the networks, with 1.1 billion users. [click to build] It spans all age groups, class and geography. [click to build] Itâs the place where people go to find out what their friends and family are doing, and itâs a primary source of news and information for many â but Facebook is also where people look for interesting and useful content. [click to build] What do people share on Facebook? Just about everything. Itâs as simple as a status update with a sentence or two. But many people and businesses also share multimedia â photos and video â and links to helpful information from their blog or from other blogs or websites. Facebook is the best place to go if you want to share engaging content that your Facebook fans interact with and respond to. And itâs the best of the social networks to use if you want reach a large audience because of its population. [click to build] Just about all types of businesses â business to consumer and business to business use Facebook, as well as nonprofits.
- Next weâll discuss LinkedIn, which has 225 million users, and Primary Audience: has more of a business focus. It started as a network where people could post their resumes and search for jobs â and you can still do that Looking For: itâs become a great source of industry news. Your business or nonprofit can create a LinkedIn page. Share news â either about your organization or other happenings in your industry â or your blog posts, and talk about product information. Share testimonials from satisfied customers. Best for: LinkedIn is the best place to demonstrate your thought leadership as an expert in your industry. Used by: LinkedIn is primarily used by business to business â but B2C and nonprofits do use it in their marketing as well.
- Twitter is a feed of real-time updates and conversations. It has 228 million users. Primary Audience: A majority of them are young adults from late teens through 40s, but you will find a bit of everyone on Twitter. In fact, Twitterâs fastest growing age demographic is 55 to 64 year olds, registering an increase in active users of 79%. Looking For: People join Twitter to find out the latest news and information, posts from brands and businesses, and to discover trends. You might know that Twitter has a 140-character limit â thatâs all youâre allowed to use in a Twitter post, also known as a tweet. Best for: What do people share on Twitter? Links to news and tips, just plain text updates or comments, and links to information like blog posts or multimedia â photos and video theyâve created. Twitter is another great place to develop thought leadership. You can gain a following by sharing value â your original content and helpful content from others. Used by: Twitter has become a popular tool for B2C and nonprofits, but some B2Bs are starting to explore it too. Twitter, LinkedIn and Facebook â those are the more established social media networks. Theyâve been around for a while, and even if you havenât used them, youâve probably heard of them. Letâs now take a look at the 2 newer kids on the block â Pinterest and Google+.
- Pinterest Pinterest â which has 48 million users â is a social channel that relies heavily on visuals. Pinterest users create boards â think of bulletin boards â and pin images of things they like to them. Those images can link to anything â a recipe, a how-to video, or a product that you can purchase online â and they can take many forms of multimedia. Primary Audience: Whoâs using Pinterest? Women make up the majority â itâs a great tool for foodies to find recipes, and crafters to organize and display projects or provide links to their products on Etsy. Looking For: Pinterest users pin photos, video and graphics of the things theyâre interested in â not just products but tips and useful information. Best for: Pinterest is a great way for you to share products, how-to information or tips, and digital assets like e-books. Link those images to your website â make it easy for people to buy from you as soon as they see something they like on Pinterest. A lot of people are now using Pinterest as a way to discover or research things they want to buy â 21% of Pinterest users have purchased something they saw on Pinterest Used by: There are a lot of B2C â business to customer there â because Pinterest has been a successful way to promote products. But anyone can use Pinterest if they have great visual content they want to share.
- Google+ has 359 million users â Primary Audience: most of them are men, and its 2 biggest user groups are college students and software developers, but its audience is growing to include other groups as well. Looking For: Itâs similar to Facebook. You can share text updates, multimedia, and links to your content or content created by others â and thatâs what users are looking for on Google+. Best for: The reason to think about Google+ is the fact that Google loves Google. Having a page on Google+ gives you a leg up on your competitors who arenât there. When someone searches on Google, itâs going to look at its own resources first, so having a presence on Google+ can help you get to the top of a Google search. So take that thought leadership â your original content â and make sure to share it through Google+ to establish yourself as an expert. Used by: Businesses are still figuring out how to leverage Google+ - thereâs not a dominant area yet; B2B, B2C and nonprofits have all jumped in. If youâre looking for even more information on the networks, weâll cover that in the second session in this series, Youâre Social, Now What? Making Social Media Work for You.
- To recap â hereâs a chart of the social networks we just talked about. Again â this is a brief overview. Youâll get this chart when you receive todayâs worksheet/slides â later on, sit down with this chart and think about where you think your business or nonprofit could start on social media.
- I hear from businesses of all sizes complain that they just donât know what they are supposed to say in social media. They have no idea where to start and many feel like their type of business doesnât lend itself to social media. This couldnât be further from the truth. Every business has something to say. And every business can add value to their customer relationships through social media. Really. And weâre going to show you how.
- So what exactly do you say? Fortunately, we have a rule of thumb at Constant Contact that will help you come up with the right things to talk about on social media: [click to build] 50% of the content you post should be aimed at getting likes, shares, and comments. This means that it needs to be entertaining and invite conversation. Asking questions, asking for opinions, using images and video, as well as being timely (is there an event or holiday coming up?) [click to build] 30% of your content should be useful/informative. Provide information about your industry that your customers will find interesting. Become known as a source of important information and tips---whether that content is from your own blog or from other blogs you trust. [click to build] If you do that stuff correctly, then youâve earned the right for 20% of your content to be direct CTAs for your business. This doesnât necessarily have to be BUY NOW! I want to show you some examples of how Constant Contact has used the 50-30-20 rule â and â by the way â just to keep it simple, all of the examples Iâm using today are from Facebook.
- 50% of the content you post should be aimed at getting likes, shares, and comments. This means that it needs to be entertaining and invite conversation. Asking questions, asking for opinions, using images and video, as well as being timely (is there an event or holiday coming up?)
- Click through the examples, feel free to share stories about local businesses doing a good job⊠30% of your content should be useful/informative. Provide information about your industry that your customers will find interesting. Become known as a source of important information and tips---whether that content is from your own blog or from other blogs you trust.
- Click through the examples, feel free to share stories about local businesses doing a good job⊠[click to build] If youâve done the other stuff correctly, then youâve earned the right for 20% of your content to be direct CTAs for your business. This doesnât necessarily have to be BUY NOW!
- If youâre completely stumped as to what to say on social media in general, or if you have a day or week where thereâs not a lot going on, these questions could help you come up with some ideas: [click to build] Whatâs new at your business or organization? Do you have a new product or service? New employee? Think about whatâs different that your audience would be interested in. Think about one of the Constant Contact posts â we announced changes to one of our products that were suggested by customers. [click to build] Think about your success stories. Did you get a great email or review from someone who was thrilled with how you helped them? Share it! Or bring them in and have them do a video testimonial about you. We regularly post customer stories on our blog, where they talk about how they used online marketing to solve a problem or achieve a goal. [click to build] Have you been hearing the same questions over and over again lately? Is there a topic that people are bringing up a lot. Chances are the people you havenât heard from have the same question or topic on their minds. Be proactive. Answer questions with a brief explanation on Facebook, or with a video, and say âWeâve been getting this question lately, and you might have the same issue, so here are some tips to help.â Think about those Facebook posts we shared about Facebookâs newsfeed algorithm â people were asking about it at the time, so we created those tips.
- How does this really work for a small organization? How can you create simple content thatâs effective and keeps fans engaged? Letâs take a look at one of our all-time favorite examples. Here we have Donnaâs Gourmet Cookies. [click to build] During the holidays they posted a picture of some of the new cookies they were making. Â [click to next slide]
- Notice the comment the posted along with the picture â âYep, we have them.â No complex marketing message, no convoluted marketing speak hereâŠjust a simple statement.  [click to build] Now look at the engagement that took place: 10 people âLikedâ the postâŠand 1 person shared the picture! These were people choosing to like the image and one even deciding that she wanted to share it with her network. Letâs follow the person who shared this content.  [click to next slide]
- Hereâs the post as it showed up on one personâs Facebook feed: this is a fan who shared the picture with her network, adding her own endorsement of Donnaâs and her cookies! And it got results! 5 more people liked the post/picture, 4 people wrote comments, including this one⊠ [click to enlarge the comment]  âŠwhere a friend of the fan who shared wants to know where Donnaâs is locatedâŠSO THAT SHE CAN GO BUY SOME COOKIES! This is someone who didnât know about Donnaâs Cookies. She didnât know they made cookies sheâd like, and now, thanks to the engagement between Donnaâs and its customers, the social visibility of that Facebook post that was shared â is going to go there and become a customer herself.   Remember the engagement marketing cycle, and how you can engage your current customers to gain word of mouth? THATâS the power of engagement and what happens when it leads to social visibility!  [click to next slide]
- Whenever youâre trying to think about building new content, I want you to do this exercise that will help you with your creation process. Think about the 50-30-20 rule. [click to build] Whatâs something you could post for your small business or nonprofit that will get you likes, shares or comments? Is it a fill-in-the-blank post? It could be about your industry. Remember the one that Constant Contact did: I am thankful for ____ as a small business owner. If youâre in a retail business, think about something like When Iâm buying a new pair of shoes, they need to be ____ - people could say comfortable, match my clothing, appropriate for work, etc. If youâre a nonprofit, try something about volunteerism: The best thing about volunteering for the United Way is ____. It could also be about something you and your followers are experiencing right now. If itâs a heat wave in the summer, ask them to fill in the blank about how theyâre keeping cool. If itâs seasonal, ask them what they like best about the fall. [click to build] Now think about something you could share with your followers thatâs useful or informative. One of our examples was a statistic â shoppers spent $5.5 billion at small businesses on Small Business Saturday. Find interesting facts or statistics about your organization or your industry. If youâre a nonprofit â think locally; how many hours have people volunteered this month? [click to build] Finally, think about something you can post thatâs directly about your business. Do you have a new product? Are you holding an event? Whatâs new and different today? Whatâs something important thatâs coming up? Tell your followers theyâre the first to know.
- Now that weâve shared with you why social media is important and how itâs driving decisions, and weâve given you an introduction to the Big 5 social networks and how to think about what you want to say, itâs time to get started. If youâre just getting started, we recommend you start with with Facebook â the most popular of the social media networks. [click to next slide]
- Why should you start here? Itâs the most popular network â most of the people who use social media are on Facebook. Which means your audience is there already And itâs easy to get started â we have 3 easy tips: For those of you who are already on Facebook, you might want to make sure youâve completed all the best practices from these tips â check your page later on. And if you have done all of these things, you can move on to applying them to other social networks youâve been using.
- First, create your Facebook page. [click to build] There are 2 different accounts that you can create on Facebook, so I wanted to talk about them, what the differences are, and what you should do. There are Facebook pages for your business and personal profiles for people. Itâs really important that you use a Facebook business page for your business and not a personal profile, because they have different features. A Facebook business page is set up to promote your business â it has places for your information, a map, link to your website, and the ability to add things like a menu if youâre a restaurant. The business page also comes with statistics â Facebook calls these insights â that show you how your posts did, and how many fans youâre growing over time. The personal profile does not have those settings. If youâve already started a Facebook account for your business or organization and youâre not sure what you have, take a look. If you have friends, you started a personal profile. If you have Likes, you created a business page. If you havenât started your Facebook business page yet, just know you first need to have a personal profile for yourself, and then youâll be able to create your business page. Your personal profile will be the administrator of your Facebook business page. [click to build] Now that you know you need a business page, go to facebook.com/pages/create and create your business page. [click to build] After you create your page, fill out all the information for your business â address, phone number, website, hours, description. [click to build] Make sure you add your logo â that smaller photo on the left â and a cover photo, that big horizontal photo at the top of your page. A mistake a lot of organizations make is not filling out their information and not adding photos â you need to use this Facebook page to build your brand. This is how people search now â theyâre looking for an official presence on Facebook. Having a complete page shows that this is your official home on Facebook and that you are active online.
- Now you are official! Your page has all of your information and photos. Itâs time to tell everyone about your page. [click to build] Link to your page in your email marketing. You might want to send a separate email announcing your page and telling people what they can find there. [click to build] Put signs up in your physical location â in your store or office. [click to build] Make sure you have a link to your Facebook page on your website [click to build] Donât forget to tell people at your events â include it in your event communications [click to build] Put it on your business cards to let new customers or clients know that you are social The key here: any place you talk to your customers or supporters online or in-person is a place that you should mention your Facebook presence.
- Now that youâve told people about your page, start posting. [click to build] Remember the 50-30-20 formula. Half of your posts should be conversational and entertaining to get likes, shares and comments from your fans. 30% of your posts should provide value to your fans â share useful information that can help them achieve success. Of course, you have to sell what you do, so make sure 20% of your posts are about your business â inform your fans about whatâs new, and what youâre offering them. [click to build] If you get stuck â remember those 3 questions you can ask to give you some content inspiration: whatâs new at your business/organization? what did you do recently to help someone achieve success? what advice have people been asking you for lately? [click to build] Or come right out and ask your audience â weâre now on social media. What do you want to hear about from us on Facebook? Now youâre ready to go â youâve created a Facebook page, your audience knows they can find you there, and youâre offering them helpful, interesting, engaging content that will give you great social visibility. What do you do next?
- The next thing you can do is to think about planning out your posts. You could take a look at a week at a time or one channel at a time. Letâs try it with Facebook. This format will help you plan your week of social media. Youâre going to fill this out later, but I wanted to take a minute to walk you through the steps. To get started, look at the content ideas you wrote down in the last exercise and think about the questions you could ask or other examples of content I showed you earlier. Then think about the week ahead. Whatâs one thing you could post each day about your organization? Start by filling out the topic from those content ideas. Next, what can this post help you do? Remember the 50-30-20 rule. Will it help you get likes, shares or comments? Is it useful and informative? Or does it share information about your business or nonprofit? What type of content are you sharing? Is it a text update, link to something on your website, link to someone elseâs content, a photo or a video? We talked earlier about each social network. You might be using one or more of them already, or are thinking of adding a channel or two to your marketing. Which social networks would you use to share this content? Now, decide when you will share this content on each day. Is it in the morning, afternoon or evening. You can fill out this worksheet for each of the 5 days, but you donât have to post every day. The key is to be in touch with your audience a couple of times a week so youâre top of mind with them. Youâre engaging with them. Each post is a thoughtful post, and will help you grow your relationship with your current followers, and help you to gain new ones. Hereâs a quick example of how you could fill this out: [click to build] On Monday, I could post a Monday motivation quote â find an image online about your industry or a related topic â if you go to BrainyQuote.com, you can find quotes about different topics or search by famous authors. This is a post that will stir conversation â part of our 50% of content focused on getting likes, shares or comments. [click to build] The next day, Iâm going to links to some tips I wrote about on my blog â this is helpful information for my fans, and is part of the 30% of posts that should be useful and informative. [click to build] On Wednesday, Iâm going to do a fill in the blank post. Thatâs another post that can get me some likes, shares or comments. [click to build] Thursdayâs post is part of the 20% of content about my business â weâre having a sale this weekend, so I want to let my fans know in advance and link to a coupon on my website. [click to build] Everyoneâs winding down on Friday. Itâs the end of the week so I want to share something thatâs interesting and useful to my fans â Iâll give them a fun fact. I did it! There is one week of social media ready to go. [click to build] Once youâve finished, pat yourself on the back and celebrate â it could be with a glass of wine or some chocolate â whatever you want to do to celebrate. You are on your way to social media success.
- Letâs make it easier. You could take a look at a week at a time or one channel at a time. Letâs try it with Facebook. This worksheet will help you plan your week of social media. Youâre going to fill this out later, but I wanted to take a minute to walk you through the steps. To get started, look at the content ideas you wrote down in the last exercise and think about the questions you could ask or other examples of content I showed you earlier. Then think about the week ahead. Whatâs one thing you could post each day about your organization? Start by filling out the topic from those content ideas. Next, what can this post help you do? Remember the 50-30-20 rule. Will it help you get likes, shares or comments? Is it useful and informative? Or does it share information about your business or nonprofit? What type of content are you sharing? Is it a text update, link to something on your website, link to someone elseâs content, a photo or a video? We talked earlier about each social network. You might be using one or more of them already, or are thinking of adding a channel or two to your marketing. Which social networks would you use to share this content? Now, decide when you will share this content on each day. Is it in the morning, afternoon or evening. You can fill out this worksheet for each of the 5 days, but you donât have to post every day. The key is to be in touch with your audience a couple of times a week so youâre top of mind with them. Youâre engaging with them. Each post is a thoughtful post, and will help you grow your relationship with your current followers, and help you to gain new ones. Hereâs a quick example of how you could fill this out: [click to build] On Monday, I could post a Monday motivation quote â find an image online about your industry or a related topic â if you go to BrainyQuote.com, you can find quotes about different topics or search by famous authors. This is a post that will stir conversation â part of our 50% of content focused on getting likes, shares or comments. [click to build] The next day, Iâm going to links to some tips I wrote about on my blog â this is helpful information for my fans, and is part of the 30% of posts that should be useful and informative. [click to build] On Wednesday, Iâm going to do a fill in the blank post. Thatâs another post that can get me some likes, shares or comments. [click to build] Thursdayâs post is part of the 20% of content about my business â weâre having a sale this weekend, so I want to let my fans know in advance and link to a coupon on my website. [click to build] Everyoneâs winding down on Friday. Itâs the end of the week so I want to share something thatâs interesting and useful to my fans â Iâll give them a fun fact. I did it! There is one week of social media ready to go. [click to build] Once youâve finished, pat yourself on the back and celebrate â it could be with a glass of wine or some chocolate â whatever you want to do to celebrate. You are on your way to social media success.
- In Summary I think Iâve demonstrated the importance of why your company should be involved and engaged in social media. Your customers and prospects are, so you need to be there too. We discussed Facebook, Twitter, LinkedIn, Google+, and Pinterest. Itâs OK to start slow. Choose one social network. Experiment. Post. Get a conversation going. Then add a second network. Remember not all of your customers are using the same network, so you may need to use 2 or 3 to reach the majority of your audience. You need to just go do it. Get your feet wet. Jump right in. Be sure and join us for Part 2 of our social media webinars, âYouâre Social, Now What?â being held tomorrow at 1:00. Itâs not too late to sign up.
- I want to thank you for joining me todayâŠIâm going to take questions in the last minutes of our webinar, but first, I have a few suggestions for next steps you might take next if youâre interested more in what The URL Dr. and Constant Contact has to offer. The URL Dr. is online marketing and web design firm that specializes in small business marketing. You can visit our website to view our services and pricing at www.TheURLdr.com
- All of the various marketing techniques I discussed today including mobile marketing can all be done with Constant Contactâs new all in one Toolkit product. I am an authorized Platinum Level Constant Contact Solution Provider, so maybe Iâm biased, but I truly believe that this product is the most cost effective way for small businesses to use [Click to Build] Email [Click to Build] Online Surveys & Feedback [Click to Build] Online promotions, coupons, and deals [Click to Build] And Events with Online registration
- As our special today for all our webinar attendees, The URL Dr. is giving any business or non-profit that signs up for a new Constant Contact Toolkit Basic or Essential package to start their mobile marketing campaigns, free access to our: Learn in 45 â online learning system. [click to build] 11.5 hours of online video instruction on how to get the most out of your online marketing with Constant Contact. We charge $199 for this class on Udemy. Youâre going to get free, unlimited access, for as long as you want to use it. [click to build] Youâre going to get a custom email template to match your website, valued at $99 [click to build] And an email audit, where weâll examine your Constant Contact account and give you suggestions on how to improve your results, valued at $199 [click to build] If you order or upgrade before our webinar is over, youâre going to get this $497 package free with your sign up. [click to build] [click to build] Remember Constant Contact plans start at $20 a month. There is no long term contract, you can cancel at any time, and Constant Contact comes with a 100% money back guarantee. If youâre not happy with the service in the first 30 days, you just say so, and you get your money back. So Iâm going to leave this screen up as we go into our Question and Answer session. But remember this offer is only good until the end of the webinar.
- You can get this offer by going to TheURLdr.com/offer and clicking on the âSign Me Up for Constant Contactâ button. This is going to take you into Constant Contactâs website where you can choose your level of service. You donât pay any more for Constant Contact when you go through our link. Itâs the same low price. But you must purchase through our link or you wonât get the value package for free. For our attendees that already have Constant Contact, youâll get this great package for free when you upgrade your current account to Toolkit Basic or Essential. You want to go to the same url address: TheURLDr.com/offer and click on the âUpgrade My Constant Contactâ button. Fill out the form and weâll take care of getting your account upgraded and youâll get all the free goodies you see here.
- [click to build] Remember Constant Contact plans start at $20 a month. There is no long term contract, you can cancel at any time, and Constant Contact comes with a 100% money back guarantee. If youâre not happy with the service in the first 30 days, you just say so, and you get your money back. So Iâm going to leave this screen up as we go into our Question and Answer session. But remember this offer is only good until the end of the webinar.
- You also get our new online training for Constant Contact Toolkit, absolutely free. I developed this online learning system especially for Toolkit customers. To get it you can visit theurldr.com and from our home page [Click to Build] Click on this orange button that says âGet Online Training for Toolkit Freeâ
- Then youâll have the opportunity to [Click to Build] sign up for Toolkit and the learning tool, if you donât have it yet and youâre ready to get started on your new online marketing campaign [Click to Build] If you already have Toolkit, you can still get the online training by clicking on this button and filling out the form. This system is designed to walk you through the set up of Toolkit, all the best practices in email, social media, online promotions, event marketing, and using online surveys, and then it walks you through how to implement these different marketing efforts in your business with Toolkit.
- I have one more fun announcement. For all of our attendees today, you have the opportunity to win a featured spot on my new radio show, âPrescriptions for Online Success.â My new show will premiere on Saturday, June 7th at 1:30 PM on AM1450 The Source out of Frederick, MD, but weâll also be streaming audio and video of every show to The URL Dr.âs website and our new Prescriptions for Online Success website. Each show will have a segment where we bring on real small businesses who have a problem with their online marketing or their website. Theyâll get a free exam and a prescription from The URL Dr. Then theyâll be invited on the show to talk about the results they got. It should be a lot of fun, but we really need you to help make this a success, so go to The URL Dr.âs Facebook page and like us to enter. Youâll get a follow-up email that will ask you a couple of questions about what you are struggling with. Weâll go through all the entries and pick a winner to work with on the air.
- So hereâs all the contact information once again. Now letâs take some questions from our audience.