a morning of social media for sbdc
DESCRIPTION
Social media best practices featuring Facebook, Twitter, LinkedIn, Google+, and Pinterest. Part 1 covers social media basics: -why use social media -intro to the networks -what do you say? Part 2 covers the networks in depth -big 5: Facebook, Twitter, LinkedIn, Google+, Pinterest -is it right for my business? -how to create content -how others are using it This presentation was given at the SBDC Regional Conference in Ocean City, MD, on September 4, 2014.TRANSCRIPT
© Constant Contact 2014
A Late Morning of Social MediaSocial media best practices featuring Facebook,
Twitter, LinkedIn, Google+ and Pinterest
2013 Constant Contact All Star Award Winner
Kim Butler, The URL Dr.
facebook.com/theurldr
@theurldr
#theurldrseminar
© Constant Contact 20143
Why are we here today?
4
You are not alone
of small businesses 54%
of nonprofits57%
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. nowSocial 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. nowSocial 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
#ctctsocial @constantcontact
Loyal, happy clients
An excellent experience
Interesting and important things to say!
9
AgendaPART 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
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%
B2CSource: Uberflip
87%
B2BSource: Clearpoint Agency
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
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!”EXPERIENCE
Why use social media? | Intro to the networks | What do I say?
16
Intro to the networks
Which social media? The top networks
TwitterLinkedIn
Google+
17
Intro to the networks
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
Intro to the networks
Business
Primary Audience
Industry news, tips, solutions
Looking For
Sharing thought leadership
Best For
Mostly B2B
Used By
19
Intro to the networks
Young adults
Primary Audience
News, brand updates, trends
Looking For
Sharing news, and original and curated content
Best For
B2C, nonprofit
Used By
20
Intro to the networks
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
Intro to the 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
22
Name Facebook LinkedIn Twitter Pinterest Google+
Primary audience
All Business Young adultsWomen, 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
Why use social media? | Intro to the networks |
What do I say?
What do I say?
What do I say?
Get likes, shares, comments
Entertain, invite conversation, ask questions, images & video
50%
Be useful & informativeIndustry info, hints + tips,
curate content30%
About your businessCalls 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
28
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…
1What’s something you could share this week that’s entertaining and invites conversation (50%)?
2What’s something you could share this week that’sabout your industry, hints or tips, or is curated (30%)?
3What’s something you could share this weekabout your business but is not about “buy now” (20%)?
Facebook | LinkedIn | Twitter | Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
91%use Facebook
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
89%use Facebook
B2CSource: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
81%use Facebook
B2BSource: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
37
If you have the resources (time, staff)
If you have content to share
If you need to be found
Is it right for my business?
38
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
Facebook content
40
Content types: Text updates
Fill-in-the-blank Question Fun fact or tip
41
Content types: Visual
Digital ContentPhotos Videos
42
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 business30% 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:
43
Plan weeklyTake time on Friday to think about the next week
Be flexibleLeave 1 or 2 posts open for something that comes up
Create an editorial calendar
Asks questions
Shares multimedia
Is helpful
Involves fans
How others are using it
Boloco
47
What do I do next?
1. Try a fill-in-the-blank or question post
2. Create and share visual content
3. Monitor your page. Is your content engaging?
Facebook | LinkedIn| Twitter | Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
53%use LinkedIn
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
71%use LinkedIn
B2CSource: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
91%use LinkedIn
B2BSource: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
54
If you are a B2B
If you are (or want to be) a thought leader
Is it right for my business?
55
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
LinkedIn content
56
What’s the difference?
Fill out all of the information
Add content to Company culture
Products & services
Recommendations
Page vs. profile
57
Content types: About you
Product updates RecruitingBehind the
scenes
58
Content types: Useful info
Blog posts Industry newsGuides/ebooks
59
LinkedIn content exercise
Post at least 2 X per weekShare content that’s about youPost 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 :
Asks questions
Shares multimedia
Is helpful
How others are using it
MarketMeSuite
61
What do I do next?
1. Fill out everything on your page
2. Be active – post at least 2 X per week
3. Try sharing something about your industry
Facebook | LinkedIn | Twitter| Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
69%use Twitter
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
80%use Twitter
B2CSource: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
85%use Twitter
B2BSource: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
64
If you have the resources (time, staff)
For content creation and curation
For monitoring
If you are (or want to be) a thought leader
Is it right for my business?
65
High volume/low value
Minimum: 5 X per week
Maximum: none
Quantity is key
Twitter content
66
Create vs. curate
Retweets = sharing the love
Hashtags
Content best practices
Create = our blog post
Curate = blog post from AllTwitter
67
What is a hashtag?
Used across social networks
What’s the point?
How to create a hashtag
Hashtag abuse
Let’s talk about hashtags
68
Content types: Text updates
Post with a link
Stats, facts or tips
Quotes
69
Content types: Visual
GraphicsVideosPhotos
70
Twitter content exercise
Tweet at least 5 X per dayPlan 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:
Posts news and events
Shares fun facts
Retweets others
Curates content
How others are using it
Currier Museum of Art
72
What do I do next?
1. Tweet at least 5 X per day
2. Share curated content
3. Retweet or thank a follower
Facebook | LinkedIn | Twitter | Google+ | Pinterest | Next steps
Google+
Is it right for my business?
Nonprofit
23%use Google+
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
55%use Google+
B2CSource: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
55%use Google+
B2BSource: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
75
Google+
Is it right for my business?If you are a content creator
If you have the time
If you want more SEO value
76
Google uses an algorithm
You need to create fresh content regularly
Use the right keywords
Google ♥ Google
Google+
Let’s talk about SEO
77
Medium volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Keywords = searchability
Google+
Google+ content
78
Google+
Content types: Useful info
Blog posts Industry newsEvents
79
Google+
Content types: Multimedia
PhotosGraphics or
e-publicationsVideos
80
Google+ content exercise
Post at least 3 X per weekShare content your audience will find usefulTry sharing multimedia
Tips:
1 Useful info Blog post (created or curated):
2 Useful info Link to industry news:
3 Multimedia Photo or video:
Shares blog posts
Provides industry news
Posts events
Shares photos
Uses humor
Google+
How others are using it
Geek Girl
82
Google+
What do I do next?
1. Share your blog posts
2. Post a photo or a video
3. Use keywords that will get you found
Facebook | LinkedIn | Twitter | Google+ | Pinterest | Next steps
Is it right for my business?
Nonprofit
24%use Pinterest
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
53%use Pinterest
B2CSource: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
34%use Pinterest
B2BSource: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
85
If you have products or services
If you have images to share
If you want to build awareness of your brand
Is it right for my business?
86
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
Pinterest content
87
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
Why visual content is important
88
Content types: About you
ServicesPhotos and
videosDigital assets
89
Content types: Useful and interesting
Curated content Quotes or tipsBlog posts
90
Pinterest content exercise
Pin at least 5 X per dayPin content that’s about youShare 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:
Pins its products
Provides useful pins
Curates
Tries how-to pins
How others are using it
The Unique Sheep
92
What do I do next?
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
Facebook | Twitter | LinkedIn | Google+ | Pinterest | Next steps
94
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
95
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?
96
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!
97© Constant Contact 2014
Get started today…Use your SBDC CC account
Want to learn more?Free online resources…www.prescriptionsforonlinesuccess.com
Want to offer a Free webinar series to your clients?7 Webinars from The URL Dr!Prescriptionsforonlinesuccess.com/webinars
[email protected]/theurldr @theurldr
Kim Butler: 866-219-4614