your social now what?
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© Constant Contact 2014
Making Social Media Work for You
You’re Social, Now What?
© Constant Contact 2014 2
Grow with Constant Contact Get results fast, with affordable, easy-
to-use engagement marketing tools and free coaching.
Offers & Promotions
Newsletters & Announcements
Feedback & Surveys
Events & Registrations
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Agenda ! Is it right for my business? ! How to create content ! How others are using it ! Next steps
! Etiquette ! How do I know if it’s working?
Facebook | Twitter | LinkedIn | 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
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
Is it right for my business?
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
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Facebook content
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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Content types: Text updates
Fill-in-the-blank Question Fun fact or tip
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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
Create an editorial calendar
! Asks questions ! Shares multimedia ! Is helpful ! Involves fans
How others are using it
Boloco
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?
Facebook | Twitter | LinkedIn | 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
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
85% use Twitter
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
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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
Is it right for my business?
High volume/low value
Minimum: 5 X per day
Maximum: none
Quantity is key
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Twitter content
Create vs. curate
Retweets = sharing the love
Hashtags
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
Let’s talk about hashtags
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Content types: Text updates
Post with a link
Stats, facts or tips
Quotes
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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
How others are using it Currier Museum of Art
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
Facebook | Twitter | LinkedIn | 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
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
91% use LinkedIn
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
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! If you are a B2B ! If you are (or want to be)
a thought leader
Is it right for my business?
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
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LinkedIn content
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! What’s the difference? ! Fill out all of the
information ! Add content to
! Company culture ! Products & services ! Recommendations
Page vs. profile
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Content types: About you
Product updates Recruiting Behind the scenes
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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 :
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! Asks questions ! Shares multimedia ! Is helpful
How others are using it MarketMeSuite
What do I do next?
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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 | Twitter | LinkedIn | 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+
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
55% use Google+
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
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Google+
Is it right for my business?
! If you are a content creator
! If you have the time ! If you want more SEO
value
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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
Minimum: 3 X per week
Maximum: 10 X per week
Keywords = searchability
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Google+
Google+ content
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Google+
Content types: Useful info
Blog posts Industry news Events
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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:
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! 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?
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1. Share your blog posts
2. Post a photo or a video
3. Use keywords that will get you found
Facebook | Twitter | LinkedIn | 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
B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
34% use Pinterest
B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
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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
Is it right for my business?
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
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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
Why visual content is important
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Content types: About you
Products Photos and videos Digital assets
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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
How others are using it The Unique Sheep
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
Facebook | Twitter | LinkedIn | Google+ | Pinterest | Next steps
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 57
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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!
© Constant Contact 2014 60
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© Constant Contact 2014
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