Constant Contact Workshop Part 1: Focus on Facebook

So I’m devoting the day at two workshops on social media presented by Kelly Flint of Constant Contact…so you don’t have to! Or if you’re considering attending one in the future, you’ll know whether it’s worth it or not.

What follows is based on my notes from what Kelly had to say in today’s morning workshop, an introduction to social media.

The people who are your customers already are your best customers: your best customers are your current customers.

But how do you keep those customers? How do you let them know what’s new and exciting in your business? How do you engage them?

The presenter started with a brief overview of the major social networks: Facebook, LinkedIn, Twitter, and YouTube (she didn’t mention blogging). The main idea is to be where your customers are. Are your customers hanging out on facebook? Then you should be too!

First you need to figure out where your customers engage you online. She offered a case study of a nail salon who offered a 20% discount to people who mentioned a keyword which changed depending on the source. The salon owner listened to which key phrase the customers shared to get their discount and learned that 50% used the discount they got from the email.

Average open rate is 12% but in one case she shared, the open rate was 22%, and even more amazing, the share rate was 60%. Why? The email was about an international bacon day and offered significant information, content, that inspired sharing. And since the user turned on the “share” button, people did.

Content is always king. If you share content with your readers that engages them, they will want to share it.

In another example, people who are on an email newsletter list are members of a “club” who get discounts. What happens if people are excited about the content of your email it can and will be shared with their friends via social media outlets if you use them.

Facebook Content tips:

Share information, provide tips, give practical advice
Use questions asked by your customers
Join in a conversation
Hold contests for pictures, videos, etc–people love to see photos on Facebook
Announce events
Partner with a non-profit
Turn your Facebook page into a hub or resource page for like-minded individuals

Use web links for:
Polls and surveys
Event homepages and registration
Archived materials
Relevant information that’s online

Some don’ts

don’t pitch
don’t overtly self-promote–it shouldn’t be ALL about YOU (tricky!)
don’t offer incentives to get reviews–dangerous!
don’t get too personal–you risk alienating your audience

What’s the difference between pitching versus a discount? Pitching is just trying to get business, the opposite of sharing, of giving.

So let me try not to pitch too hard here, just a soft toss: if you’d like someone to go over your Facebook strategy with you or review your Facebook posts for everything from spelling to punctuation and other mechanics to how you’re presenting yourself, contact me! I’d love to help you!


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