Social Media 201: You're on Social Media .. Now What?

© Constant Contact 2014

Making Social Media Work for You

You’re Social, Now What?

Elizabeth Quintanilla• Chief Marketing Gunslinger EQ Consultants Group, LLC• Constant Contact Authorized Local Expert

www.marketinggunslingers.comTwitter: @[email protected]

http://bit.ly/ccmgeq

3© Constant Contact 2014

Grow with Constant ContactOne Toolkit. One Login.

All the marketing campaigns you need

Together in one place

.Offers& Promotions

Events& Registrations

Feedback& Surveys

Newsletters& Announcements

4

AgendaIs it right for my business?

How to create content

How others are using it

Next stepsEtiquette

How do I know if it’s working?

Facebook

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

7

If you have the resources (time, staff)

If you have content to share

If you need to be found

Facebook


8

Low volume/high value

Minimum: 3 X per week

Maximum: 10 X per week

Quality vs. quantity

Facebook

Facebook content

Facebook

Content best practices

Get likes, shares, commentsEntertain, invite conversation, ask

questions, images & video

50%

Be useful & informativeIndustry info, hints + tips,

curate content30%

About your businessCalls to action, not “buy now” 20%

10

Facebook

Content types: Text updates

Fill-in-the-blank Question Fun fact or tip

11

Facebook

Content types: Visual

Digital ContentPhotos Videos

12

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:

13

Plan weeklyTake time on Friday to think about the next week

Be flexibleLeave 1 or 2 posts open for something that comes up

Facebook

Create an editorial calendar

Asks questions

Shares multimedia

Is helpful

Involves fans

Facebook


Boloco

15

Facebook

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?

Twitter


Nonprofit

69%use Twitter


80%use Twitter


85%use Twitter


18

If you have the resources (time, staff)

For content creation and curation

For monitoring

If you are (or want to be) a thought leader

Twitter


19

High volume/low value

Minimum: 5 X per day

Maximum: none

Quantity is key

Twitter

Twitter content

20

Create vs. curate

Retweets = sharing the love

Hashtags

Twitter

Content best practices

Create = our blog post

Curate = blog post from AllTwitter

21

What is a hashtag?

Used across social networks

What’s the point?

How to create a hashtag

Hashtag abuse

Twitter

Let’s talk about hashtags

22

Twitter

Content types: Text updates

Post with a link

Stats, facts or tips

Quotes

23

Twitter

Content types: Visual

GraphicsVideosPhotos

24

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

Twitter


Currier Museum of Art

26

Twitter

What do I do next?

1. Tweet at least 5 X per day

2. Share curated content

3. Retweet or thank a follower

LinkedIn


Nonprofit

53%use LinkedIn


71%use LinkedIn


91%use LinkedIn


29

If you are a B2B

If you are (or want to be) a thought leader

LinkedIn


30

Low volume/high value



More formal and technical

LinkedIn

LinkedIn content

31

What’s the difference?

Fill out all of the information

Add content to Company culture

Products & services

Recommendations

LinkedIn

Page vs. profile

32

LinkedIn

Content types: About you

Product updates RecruitingBehind the

scenes

33

LinkedIn

Content types: Useful info

Blog posts Industry newsGuides/ebooks

34

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

LinkedIn


MarketMeSuite

36

LinkedIn

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

Google+


Nonprofit

23%use Google+


55%use Google+


55%use Google+


39

Google+

Is it right for my business?If you are a content creator

If you have the time

If you want more SEO value

40

Google uses an algorithm

You need to create fresh content regularly

Use the right keywords

Google ♥ Google

Google+

Let’s talk about SEO

41

Medium volume/high value



Keywords = searchability

Google+

Google+ content

42

Google+

Content types: Useful info

Blog posts Industry newsEvents

43

Google+

Content types: Multimedia

PhotosGraphics or

e-publicationsVideos

44

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+


Geek Girl

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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

Pinterest


Nonprofit

24%use Pinterest


53%use Pinterest


34%use Pinterest


49

If you have products to sell

If you have images to share

If you want to build awareness of your brand

Pinterest


50

High volume/high value

Minimum: 5 X per day

Maximum: 10 X per day

Quality images = important

Pinterest

Pinterest content

51

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

Pinterest

Why visual content is important

52

Pinterest

Content types: About you

ProductsPhotos and

videosDigital assets

53

Pinterest

Content types: Useful and interesting

Curated content Quotes or tipsBlog posts

54

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

Pinterest


The Unique Sheep

56

Pinterest

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

58

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?

60

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!

62© Constant Contact 2014

Grow with Constant ContactOne Toolkit. One Login.

All the marketing campaigns you need

Together in one place

.Offers& Promotions

Events& Registrations

Feedback& Surveys

Newsletters& Announcements


63

Why Take Drastic Steps?

64

traditional marketing

find

keep

convert

new marketing

find

keep

convert

Marketing Has Changed

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)

Campaigns & Newsletters

Why Email?

Email

The Science of Doing It Right!Do Not Spam!

Don’t Use Bootleg Methods

CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”

67

Campaigns & Newsletters

Anatomy of a newsletter

Links to your website

Social Share icons

Your social media icons

Your message or testimonial

video

Your header and branding

Personal reflection

(Approx. 100 words)

Elizabeth Quintanilla• Chief Marketing Gunslinger EQ Consultants Group, LLC• Constant Contact Authorized Local Expert

www.marketinggunslingers.comTwitter: @[email protected]


Social Media 201: You're on Social Media .. Now What?

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Transcript of Social Media 201: You're on Social Media .. Now What?