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TRANSCRIPT
11/15/2016
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You’re Social, Now What?
© Constant Contact 2015
You re Social, Now What?Find out which networks are right for you and how to use them
What we are going to
1.What are the Top 6 social network platforms• Facebook
Pi t tare going to discuss today
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• Email Marketing
2.How to Use social network platforms
3.Who’s using Social Media effectively
Business value: Reach large audiences
1. Top 6 social networks: Facebook
Use Facebook’s Insights tool
Be aware of Facebook’s algorithm
Create and share the right content
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1. Top 6 social networks: Facebook
Facebook content that works
Photos Status updatesVideos
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1. Top 6 social networks: Facebook
The “EdgeRank” algorithm shows posts based on
Facebook has an algorithm
shows posts based on …
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• Interest of your fans• The post’s performance among other users
• Performance of your past posts
• Type of post the users prefer• How recent the post is
1. Top 6 social networks: Facebook
What types of posts are doing well
Use Facebook’s Insights tool to know what works for you
Engagement metrics
Who engages with your content
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When your fans are online
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1. Top 6 social networks: Facebook
Facebook: What to do next
1 Find out what content is working for your fans1. Find out what content is working for your fans.
2. Create and share the content they want.
3. Use Facebook’s scheduling tool to post when your fans are online.
4. Evaluate your Insights (monthly, quarterly).
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3. Examples
Business value: Fastest way to reach your audience
1. Top 6 social networks: Twitter
Use Twitter Analytics
Be helpful
Stand out with your tweets
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1. Top 6 social networks: Twitter
Twitter content that works
Images/Videos Short tweets Hashtags
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1. Top 6 social networks: Twitter
Be helpful
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• Link to blog posts from you or experts• Offer facts, stats or tips
• Answer customer questions
• Participate in conversations• Don’t make it all about you
1. Top 6 social networks: Twitter
Mentions
Use Twitter’s analytics tool to know what works for you
Top tweets
Engagements
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Audience insights
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1. Top 6 social networks: Twitter
Twitter: What to do next
1 Keep track of what tweets get the most engagement
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1. Keep track of what tweets get the most engagement.
2. Create and share the content that’s getting the best results.
3. Use a scheduling tool like Hootsuite or Buffer to post tweets.
4. Evaluate your analytics (monthly, quarterly).
3. Examples
Business value: Establish your expertise
1. Top 6 social networks: LinkedIn
Use LinkedIn Analytics
Be an information source
Share what you know and read
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1. Top 6 social networks: LinkedIn
LinkedIn content that works
Blog posts/long posts Images Links
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1. Top 6 social networks: LinkedIn
Build your expertise: Be an information source
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• Share current news (yours and industry)
• Offer and ask for perspective on current topics
• Use the right keywords for SEO
• Post regularly
1. Top 6 social networks: LinkedIn
Clicks and interactions
Use LinkedIn’s analytics tool to know what works for you
Engagement
Follower demographics
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Visitor demographics
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1. Top 6 social networks: LinkedIn
LinkedIn: What to do next
1 Start a blog or use LinkedIn’s Publisher tool
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1. Start a blog or use LinkedIn s Publisher tool.
2. Create and share the content that’s getting the best results.
3. Share content from a variety of sources.
4. Evaluate your analytics (monthly, quarterly).
3. Examples
Business value: Drive people to your website
1. Top 6 social networks: Pinterest
Use Pinterest Analytics
Promote and provide value
Share eye‐catching images
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1. Top 5 social networks: Pinterest
Pinterest content that works
Beautiful images Long imagesWord images
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1. Top 6 social networks: Pinterest
Promote and provide value
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• Share product photos• Link to your blog posts • Use the right keywords in titles and descriptions
• Maintain balance: Share content from other sources
1. Top 6 social networks: Pinterest
Engagement
Use Pinterest Analytics to know what works for you
Popular content
Pins from your website
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Audience demographics and interests
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1. Top 6 social networks: Pinterest
Pinterest: What to do next
1 Create and pin images that get attention
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1. Create and pin images that get attention.
2. Add visual content to your website.
3. Make your pins searchable.
4. Evaluate your analytics (monthly, quarterly).
3. Examples
Business value: Photos help people get to know you
1. Top 6 social networks: Instagram
Use Iconosquare for analytics
Put your audience in the moment
Share eye‐catching images
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1. Top 5 social networks: Instagram
Instagram content that works
Photos that stand out Word images Videos
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1. Top 5 social networks: Instagram
Put your audience in the moment
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• Share behind the scenes images and videos
• Educate them• Use hashtags• Tag your location
1. Top 6 social networks: Instagram
Engagement
Use Iconosquare to know what works for you
Top images
Best time to post
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Hashtags
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1. Top 6 social networks: Instagram
Instagram: What to do next
1 Share images that tell the story of your business
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1. Share images that tell the story of your business.
2. Use relevant hashtags to get found.
3. Use Iconosquare to find the right day and time to post.
4. Evaluate your analytics (monthly, quarterly).
3. Examples
4. Next steps
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Email Marketing
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Business value: Engages, informs and keeps the conversation going
1. Top 6 social networks: Email
NEWSLETTER
conversation going
Sprinkle in promotions, seasonal sales
Reminds customers about you
Share your expertise, knowledgeCLICK
1. Top 6 social networks: Email
Newsletter Content that works
Industry news Images/Content/CTA Videos
NEWSLETTERNEWSLETTER NEWSLETTER
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CLICK
DOWNLOAD
1. Top 6 social networks: Email
Your audience raises their hands to learn more about
you and your service/product
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• Share behind the scenes images and videos
• Educate them• Use coupons or promotions
• Include links to your website
• Share links to events• Add call to actions
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1. Top 5 social networks: Email
1. Top 6 social networks: Email
Clicks and interactions
Use Constant Contact’s analytics tool to know what
works for you
Engagement
List Segmentation
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Fill the funnel
1. Top 6 social networks: Email
Email Marketing: What to do next
1 Share images that tell the story of your business
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1. Share images that tell the story of your business.
2. Add a call to action to landing pages on your website, and social media
3. Use A/B testing to find the right day and time to post.
4. Evaluate your analytics (monthly, quarterly).
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1. Top 6 social networks: Email
50% 30%20%
Content best practices: Write for your audience, not for you
2. Tools and techniques
20%Ask questions, use images & video.Get likes, shares & comments.
Be useful. Give interesting information.
Promotion
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2. Tools and techniques
Content curation is sharing content from other sources.
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2. Tools and techniques
Where do you find it?• Check the news
• Read blogs• Follow others on social media
• Google Alerts• Subscribe to email lists
• Customers or employees
• Don’t forget to give credit to the original author or source!
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Presidential election predictionsExperts say it’s a tight race between the top 2 candidates.more on page 2 …
State economy outlookLeaders discuss economy improvements at annual meeting.
more on page 7…
Oscar nominees revealedAcademy announces list of this year’s best films and actors.
more on page 12 …
2. Tools and techniques
Repurpose and ReuseLa Provence – gift shop in Rockport Mass
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InstagramPi Stit h
2. Tools and techniques
Pic StitchWord Swag
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PowerPointC
2. Tools and techniques
CanvaPicMonkey
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Photos: Stock• FreeDigitalPhotos.net
2. Tools and techniques
• StockVault.net• FreeImages.com
• DepositPhotos.com
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Create word images
• Tips
2. Tools and techniques
• Quotes
• Promotions
• Announcements
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2. Tools and techniques
FacebookCover photo 851 x 315Profile photo 180 x 180Tab 111 x 74Link image 1200 x 627Shared image 1200 x 1200
Google+Profile photo 250 x 250Cover photo 2120 x 1192Shared image (minimum) 250 x 250
PinterestProfile photo 600 x 600
i fi i h l k d
Photos: Social media image size guide*
• *All sizes noted are in pixels 49
TwitterHeader 1500 x 500Profile photo 400 x 400Shared photo 1024 x 512In‐stream photo preview 220 x 440
Pins 735 x infinite (when clicked)Board thumbnail 222 x 150
LinkedInStandard logo 100 x 60Square logo 50 x 50Banner image 646 x 220Share image size limit 100 MBProfile photo 200 x 200Cover photo 646 x 220
InstagramProfile photo 161x161Square image in feed 600 x 600Landscape image in feed 600 x 450Portrait image in feed 1080 x 1350
YouTubeProfile photo pulled from Google+Channel art 2560 x 1224Custom video thumbnail 1280 x 720
2. Tools and techniques
Video
Sh i i l
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Share via social
2. Tools and techniques
Broadcasting live from your smartphone from wherever you are• Show behind‐the‐scenes• Interact with followers
Streaming video
• Interact with followers• Answer questions• Interview experts• Use for training/how‐to
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• Up to 4 people can broadcast
• Can schedule broadcasts
• Promote your broadcast via Twitter
• Viewers can comment or appear as a guest
Blab
• One person can broadcast at a time
• Can schedule broadcasts
• Promote your broadcast via Twitter
• Viewers can comment
Meerkat
2. Tools and techniques
• One person can broadcast at a time
• No scheduling in advance
• Promote your broadcast via Twitter
• Viewers can comment
Periscope
• Permanently appears on your profile
• Disappears at the end of live broadcast
• Appears on your profile for 24 hours
Take time for ideas. Create an editorial calendar.
2. Tools and techniques
Plan weeklyTake time on Friday to think about the next week
Be flexibleLeave 1 or 2 posts open for something that comes up
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2. Tools and techniques
• Promote emails on social media with Social Share
• Schedule your posts with Facebook or
Save time with simple tools
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Hootsuite
• Set up searches to monitor what others are saying
• Spend 20 minutes at a time, 3‐5 times a week
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Resources
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