This document provides an overview of social media marketing basics. It discusses why businesses should use social media, the top social networks like Facebook, Twitter, LinkedIn and Pinterest, what types of content to post, and tips for getting started. The document recommends businesses start with creating a Facebook page, telling customers about their presence, posting a mix of entertaining, useful and business content on a regular schedule, and using tools to automate and monitor their social media efforts.

1. © Constant Contact 2014
Social Media 101
The Basics of Social Media
#ctctsocial @constantcontact

2. Social Media Trainer and Consultant, Stellar Media Marketing
2
Kelly Mirabella
Kelly@stellar247.com
facebook.com/thecoloradogirl
@stellar247

3. © Constant Contact 2014
3
Why are we here today?

4. 4
You are not alone
of small businesses
54% of nonprofits
57%
Source: Constant Contact Nonprofit
Pulse Survey
Source: Constant Contact Small
Business Survey
need help with social
media marketing.
need help with social
media marketing.

5. 5
Concerns?
I’ll never have
millions of fans.
Social media looks
really interesting,
BUT…
I don’t know what to
say on social media.
Using new
marketing tools
sound great, BUT…
I’ll never have a
dedicated staff to do
it right.
Reading what’s
being said sounds
useful, BUT…
I just don’t have the
time to stay current.
I hear about new
tools and networks
every day, BUT…

6. 6
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
10%
2008
% of small businesses using social media marketing

7. 7
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
87%
2013
% of small businesses using social media marketing

8. 8
What you do have is powerful
#ctctsocial @constantcontact
Loyal, happy
customers
An excellent
experience
Interesting and
important things
to say!

9. 9
Agenda
! Why use social media?
! The top social networks
! What do I say?
! Get started today

10. Why use social media? | Top social networks |
What do I say? | Get started today

11. Why use social media?
Your competitors are social
Nonprofit
93%
Source: Nonprofit Social
Networking Benchmark Report
86%
B2C
Source: Uberflip
87%
B2B
Source: Clearpoint Agency

12. Why use social media?
It influences decisions
55%
Source: Fedelta
share purchases
on social networks
68%
Source: MDG Advertising
learn more about
a charity if they
see a friend
posting about it
74%
rely on social
networks to guide
purchase decisions
Source: Fedelta

13. 13
Why use social media?
Engagement is the new word of mouth

14. 14
Why use social media?
ENTICE to
stay in touch
ENGAGE
People
Engagement
drives SOCIAL
VISIBILITY
Provide a “Wow!”
EXPERIENCE

15. Why use social media? | Top social networks |
What do I say?| Get started today

16. 16
Top 6 social networks
Which social media?
The top networks
Facebook
Pinterest
TwitterLinkedIn
Google+Instagram

17. 17
Top 6 social networks
Facebook
All
Primary Audience
Useful, interesting, informative
content
Looking For
Sharing text, photos, videos and
reaching a large audience
Best For
B2B, B2C, nonprofit
Used By

18. 18
Top 6 social networks
Linkedin
Business
Primary Audience
Industry news, tips, solutions
Looking For
Sharing thought leadership
Best For
Mostly B2B
Used By

19. 19
Top 6 social networks
Twitter
Young adults
Primary Audience
News, brand updates, trends
Looking For
Sharing news, and original and
curated content
Best For
B2C, nonprofit
Used By

20. 20
Top 6 social networks
Pinterest
Women, foodies, crafters
Primary Audience
Photos, videos, products, tips
Looking For
Sharing visual content for products,
how-to, e-books
Best For
B2C
Used By

21. 21
Top 6 social networks
Instagram
Young Adults
Primary Audience
Photos of People & Products
Looking For
Sharing visual content for products,
adding links to website, blog
Best For
B2C
Used By

22. 22
Top 6 social networks
Google+
Men, students, software developers
Primary Audience
Links, photos, video, news, blog
posts
Looking For
Increasing your searchability and
expertise
Best For
B2B, B2C, nonprofit
Used By

23. Why use social media? | Top 5 social networks |
What do I say? | Get started today

24. What do I say?
What do I say?
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%

25. What do I say?
What do I say?
50%
Entertain, invite conversation,
ask questions, images & video

26. 30%Industry info, hints & tips,
curate content
What do I say?
What do I say?

27. What do I say?
What do I say?
20%
Calls to action,
not “buy now”

28. What do I say?
Content ideas
28
! What’s new at your business/organization?
! What did you do recently to help someone
achieve success?
! What advice have people been asking you
for lately?
3 questions to ask

32. “What do I say?” exercise…
1
What’s something you could share this week that’s
entertaining and invites conversation (50%)?
2
What’s something you could share this week that’s
about your industry, hints or tips, or is curated (30%)?
3
What’s something you could share this week
about your business but is not about “buy now” (20%)?

33. Why use social media? | Top 5 social networks |
What do I say? | Get started today
33

34. Start with Facebook

35. Get started today
Tip 1:
35
! Page vs. profile
! Facebook.com/pages/
create
! Fill out info
! Add logo and cover
photo
Create your page

36. Get started today
Tip 2:
36
! Email marketing
! In your store/office
! Website
! Events
! Business cards
Tell people
you’re there!

37. Get started today
Tip 3:
37
! 50% 30% 20% rule
! Use the 3 questions
! Ask your audience
Start posting

38. One week of Facebook posts
Friday
Time: noon
Fun fact!
Monday
Time: morning
Monday
motivation
quote
Tuesday
Time: noon
Did you
know?
OR
Check out
these tips
Wednesday
Time: morning
Fill in the
blank
Thursday
Time: afternoon
Having a
sale this
weekend!
Glass of wine
(celebrate!)

39. 39
Save Time with Simple Tools
! Free and Low-Cost Tools can help
! Beyond scheduled posts, set up searches
! Monitor what others are saying
! 3-5 times a week, 20 minutes at a time

40. 40
Get More Followers
! Follow your best customers & Engage them
! Add Social Links to Everything
! Your Email Signature
! All Marketing Campaigns
! Deals & Special Offers
! Again, make it easy to share

41. 41
Summary
! Decide which Social Sites are right for you
! Just beginning? Start with Facebook
! Schedule out your posts, plan weekly
! 20 minutes, 3-5 times a week
! Make it easy for people to find & friend you
! Beyond scheduled posts, set up searches
! Monitor what others are saying
! 3-5 times a week, 20 minutes at a time