© Constant Contact 2014curate content 30% About your business Calls to action, not “buy now”...
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© Constant Contact 2014 1
Transcript of © Constant Contact 2014curate content 30% About your business Calls to action, not “buy now”...
© Constant Contact 2014 1
© Constant Contact 2014
Making Social Media Work for You
You’re Social, Now What?
© Constant Contact 2014 3
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 | Instagram | 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
Shares lots of images
Is helpful
Involves fans
How others are using it
Southern Vintage Table
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 | Instagram | 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
Visit North Carolina
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 | Instagram | 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
HootSuite
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 | Instagram | Pinterest | Next steps
Is it right for my business?
Nonprofit
17% use instagram
Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends
32% use instagram
B2C
Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends
19% use instagram
B2B
Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
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Young Adults
Primary Audience
Photos of People & Products
Looking For
Sharing visual content for products,
adding links to website, blog
Best For
B2C, B2B, Non-profits
Used By
Low to medium volume/high value
Minimum: 1 X per day
Maximum: 3 X per day
Quality images = important
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instagram 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
Announcement Our members New products
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Content types: Useful and interesting
#tbt Useful tip inspiration
Instagram content exercise
Post at least 1 X per day Post content that’s about you Share useful and interesting content
Tips:
1 About you A shot of your office:
2 About you Link to products or website:
3 Useful/interesting A tip of the day:
4 Useful/interesting Throw back Thursday #TBT:
5 Useful/interesting Inspirational quote:
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Posts its members
Inspires
Curates (likes others posts)
Shares events
How others are using it
Femfessionals
What do I do next?
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1. Create your account & upload your head shot/logo
2. Follow to be followed; keep your account public!
3. Provide a description and link to your website.
Facebook | Twitter | LinkedIn | Instagram | 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
Geralin Thomas
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 | Instagram | 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
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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!
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