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© Constant Contact 2015
Basics of Social Media
The why, the what, and the how for your
small business or nonprofit

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BE A MARKETER
All it takes is Constant Contact®
#BeaMarketer

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Why are we here today?
Why are we here today?

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Need help?You are not alone.
n

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54%
of small businesses
need help with
social media
marketing- Constant Contact Small Business Survey
57%
of nonprofits
need help with
social media
marketing- Constant Contact Nonprofit Pulse Survey

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Social media looks really interesting but...
I’ll never have millions of fans.
Using new marketing tools sound great but...
I don’t know what to say on social media.
Reading what’s being said sounds useful but...
I’ll never have a dedicated staff to do it right.
I hear about new tools and networks every day but...
I just don’t have the time to stay current.

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Within a 5 year time span ...
10%of small businesses
used social media marketing.
Source:Constant Contact Small Businesses Then & Now study 7

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That went up to
a whopping 87%of small businesses
using social media marketing!
Source:Constant Contact Small Businesses Then & Now study 8

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You have all you need
to get started!
• Loyal, happy customers
• Great customer experience
• Interesting things to say!

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Agenda
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1.Why use social media?
2.The top 5 social networks
3.What do I say?
4.Get started today

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Agenda
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1.Why use social media?
2.The top 5 social networks
3.What do I say?
4.Get started today
1.Why use social media?

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1.Why use social media?
74%of shoppers use social media to guide purchases
Source:ODM Group
43% purchase a product shared or favorited by a friend
Source:Vision Critical
84% of social media users share to show their support for a cause
Source: NewYorkTimes
•It influences decisions

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Engagement is the new word of mouth
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1.Why use social media?

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1.Why use social media?
Entice to
stay in touch
Engage
people
Engagement
drives social
visibility
Provide a “wow!”
experience

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Agenda
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1.Why use social media?
2.The top social networks
3.What do I say?
4.Get started today
2.The top social networks

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2.The top social networks
The “Top” Social Media networks
Facebook LinkedIn Twitter Pinterest Instagram

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2.The top social networks
What is it?
Post this:
How
often?
Business
benefit
Largest social
sharing site for users
and businesses
Text, links, photos and
videos that engage,
inform and promote
1-2 X per day
Reach large audiences,
advertising platform

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2.The top social networks
What is it?
Post this:
Social networking
for businesses
Content about your
business, your expertise,
curated content
At least 2 X per week
Establish your
expertise, network
within your industry.
How
often?
Business
benefit

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2.The top social networks
What is it?
Post this:
Social conversation and
information sharing
Links to news and blog
posts, photos, videos
At least 5 X per day
Fastest way to reach
your audience,
customer service
How
often?
Business
benefit

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2.The top social networks
What is it?
Post this:
Social site where users
pin images to boards of
things they like
Images of products,
tips, digital content,
and interests
At least 5 X per day
Pins can get found by
search or chance and
direct back to your site
How
often?
Business
benefit

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2.The top social networks
What is it?
Post this:
Mobile app for photo
and video sharing
Photos and videos of
your biz, products and
people
At least 1 X per day
Followers get to know
you and your biz
through images
How
often?
Business
benefit 21

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Agenda
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1.Why use social media?
2.The top social networks
3.What do I say?
4.Get started today
3. What do I say?

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3. What do I say?
Go for it on Social Media!
Make your posts work for you.

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50% 30% 20%
Share interesting and
entertaining posts.
Offer helpful
information.
Promote
your
business.
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50% Share interesting and
entertaining posts
3. What do I say?
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30% Offer helpful
information.
3. What do I say?
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20% Promote your business.
3. What do I say?
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3. What do I say?
4 people like this.
1 share 28

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3. What do I say?
Susan Jones likes this.
Susan Jones Let’s go!
November 20
29

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Likes
Shares
Forwards
Word-of-mouth
Reach your customers where they are.
3. What do I say?
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338
average number of friends
per adult Facebook user
source: Pew Research Center
3. What do I say?
31

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SMALL
is big!
5 Likes
3 Shares
5 Comments
3
21
7
5
3
1
9
4
2
3
2
5
1
1 Like
2
2
4
3 Shares
5
2
1
6
3 Comments
5
1
7
3
2
3. What do I say?
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Agenda
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1.Why use social media?
2.The top social networks
3.What do I say?
4.Get started today
3. What do I say?

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4. Get started today
Tip 1: Create your page
• Page vs. profile
• Facebook.com/pages/create
• Fill out info
• Add logo and cover photo
Start with Facebook
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4. Get started today
Tip 2:Tell people you’re there!
• Email marketing
• Website/blog
• In your store/office
• Business cards
• Add social links to everything
• Follow your best customers and
engage them
Start with Facebook

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4. Get started today
Tip 3: Start posting
• Post 1-2 X per day
• Use the 50% 30% 20% rule
• Pay attention to likes, comments
and shares
• Ask your audience
Start with Facebook

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4. Get started today
Tip 4: Repurpose everything
Start with Facebook

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4. Get started today
Tip 5: Make social media...
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Start with Facebook

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4. Get started today
work for you.
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• Share email newsletters
• Post offers
• Share photos
• Give advice
• Ask questions

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4. Get started today
Tip 6: Save time with simple tools
• Schedule your posts with Facebook or
Hootsuite
• Set up searches to monitor what others are
saying
• Spend 20 minutes at a time, 3-5 times a
week
Start with Facebook

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4. Get started today
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M T W T F
Time: morning Time: noon Time: morning Time: noon Time: noon
Post: Monday
motivation quote
Post: Check out these
tips
Post: Interesting fact Post:What’s new at
our business
Post: Just for fun!

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4. Get started today
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M T W T F
Time: Time: Time: Time: Time:
Post: Post: Post: Post: Post:

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4. Get started today
Don’t forget about email

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Use social to drive people back to your email list.
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4. Get started today
Install a Sign-up Form App to FBFacebook
Business Page
Create fun posts with a request to subscribe – try using imagesSocial media
platforms
Include a sign-up form URL in profile bioInstagram
Create a beautiful image detailing how to subscribe – include link in
commentPinterest
Bio pages Include a sign-up form URL in profile bios to gather most interested
subscribers

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4. Get started today
Get fans’ attention with the FacebookSign-up FormApp.

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4. Get started today
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Extend your reach with theSocialShare tool.

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4. Get started today
Use your Facebook and Instagram photos in your emails.

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• Use the Share Bar
• Ask people to like, share,
retweet, pin
• Add social media buttons
4. Get started today
Emails with social sharing buttons increase
click-through rates by 158%

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Next steps
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1. Decide which social networks are right for you
2.Just beginning? Start with Facebook
3. Make it easy for people to find and follow you
4.Use the 50% 30% 20% rule for content
5.Schedule out your posts, plan weekly
6.Repurpose your emails, promotions on social

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BE A MARKETER
All it takes is Constant Contact®
#BeaMarketer

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