10 quick tips: get the most out of social media
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10 quick tips: get the most out of social media Steve WrightHead of Social Media & Community, Future plc
Future | Social media | September 2013
• Future’s combined Facebook, Twitter and YouTube audience: over 6m
• Facebook fans: up 47%• Twitter followers: up 53%• YouTube subs: up 219% • Traffic to Future sites from social
media: up 52%
First, some numbers
Future | Social media | September 2013
• Amplify messages• Advocacy, loyalty, community• Feedback• Monitor what’s being said• Join relevant conversations• Find influencers and build key relationships• Reach new and existing audiences• Enhance our sites and apps• Add value
What’s the point?
Future | Social media | September 2013
SearchConnect when needed
Where does it sit?
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EmailLasts until user opens it
Social• Connect randomly• Lasts a few hours, if that
Lead generation
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Tip 1
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It’s a cliché but:
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• Content is king
• Crucial to social, SEO and increasingly marketing in general
• Future has 20+ year heritage of strong content
Example #1
Future | Social media | September 2013
1.8k likes; 181 tweets; 100 +1s; +328 on Reddit
200k visits from social media(90% from Pinterest)
Evergreen, visual, useful:solves a problem
Example #2
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1.5k likes; 256 tweets; 32 +1s; 406 Stumbles
160k visits from social media(90% from Pinterest)
Evergreen, sharable, useful:solves a problem
Content types
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• Breaking news• Photography and video• Infographics/instructographics• Reference/resource• Lists (eg top tens)• Opinion• Polls/quizzes• Competitions• Good (or bad!) reviews• Interviews/Q&As
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“The most important algorithm you’ve never heard of”
Tip 2. Facebook’s algorithm
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Because it’s all about this
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Why Newsfeed is key
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• The majority of fans interact with you there, not on your page
• But as little as 12% of the average page’s fans see each post. Of a page with 1,000 fans, that’s 120
• Newsfeed is a chart, not a newsfeed. How do you top the charts more often?
Only Facebook knows
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• Ranking algorithm a closely-guarded secret
• More than 100,000 different factors
• But we’ve got a good idea of the important ones…
WEIGHT Posts have different
value: videos, photos, links, status updates
AFFINITY Between page and
fan: shares, comments, likes
TIME DECAY How long ago was the
post, comment or like?Future | Social media | September 2013
Understanding the algorithm
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Understanding the algorithm
• Negative feedback also increasingly important
• If you get unlikes, hides or spam reports, your reach is affected
• Facebook Insights now gives you this info
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Facebook Insights tells you
Using Facebook effectively
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• Keep this ‘credit score’ in mind whenever posting
• Quality not quantity • Use Insights to find best post
types and engagement rate• Encourage interaction: ask
questions, be pithy. Yes/no, fill in the blank, “click like if…”
• Join the comments: improve affinity, combat time decay
Tip 3
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Facebook giveaways
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• Everyone loves free stuff• Facebook promotions build
audience and awareness• Aim for more than just a ‘like’• Make sure you know the rules
Don’t do this
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• Share competitions are against Facebook’s rules
• Your Facebook page could be deleted
• Like or comment to enter is now allowed
• But you get no data
Instead, do this
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Before like:
Instead, do this
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After like:
Use other channels
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Tip 4
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Facebook Ads: then
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• Small display ads• Hard to be creative• Limited use• Low click through• Not on mobile
Facebook Ads: now
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• Newsfeed presence• Work on mobile• Much improved CTR• Fantastic functionality• Not just fans or friends
of fans: precise targeting
Facebook Ads: features
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Facebook Ads: features
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Facebook Ads: features
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Facebook Ads: features
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Custom audiences
Lookalike audiences
Example
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• Facebook Ad campaign• Custom audience of
lapsed subscribers• Dedicated landing page
dramatically increased conversions
Future | Social media | September 2013
Tip 5. Searching Twitter
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Twitter.com/search-advanced Topsy
Find relevant tweets
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recommend "mountain bike" OR "road bike" -filter:links
Tip 6. Finding relevant people
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Twitter Lists
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Twitter Lists
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• Public or private• Don’t need to follow• Riders, journalists,
clients, influencers…• Look for other public
lists• Use
Tip 7. Make people click
Future | Social media | April 2013
• Tweets can be very boring
• Is your tweet informative or entertaining?
• Stand out from the crowd
Example
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Example
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Being clickable
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• Ask questions; invite responses; withhold something
• Be pithy; write ‘headlines’• Aim for less than 140 characters• Always ask yourself: why should people click?
Tip 8. Google Authorship
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• More eye-catching in search = more traffic
• Increase that valuable search result real estate
• “More by this author”• Authority: demonstrates you
know what you’re talking about
plus.google.com/authorship
Tip 9
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Social media doesn’t stick to UK office hours. Neither should you
Best times to post
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Social media doesn’t stick to UK office hours. Neither should you
Best times to post
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Best times to post
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Social media doesn’t stick to UK office hours. Neither should you
Scheduling
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Facebook scheduling Twitter scheduling
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Tip 10
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Look beyond Facebook
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• 70m people; ~70% female
• Very visual and can drive great traffic
• Better ecommerce spend than Facebook
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• Pinners alerted when price drops
Adding pins
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pinterest.com/source/bikeradar.com
Future | Social media | September 2013
Future | Social media | September 2013
• “Front page of the internet”
• 4.8bn page views a month
• r/Bicycling, r/MTB, r/Bikeporn…!
• Can drive huge traffic but…
• Tread carefully
reddit.com/domain/bikeradar.com
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• No silver bullet or one-size-fits-all approach• Don’t expect huge traffic or instant revenue• But set long-term goals and have a strategy• You will drive engagement, brand
awareness, loyalty and advocacy
In conclusion
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Any questions? For more info on how we can help you with social media: Claire [email protected]
Future | Social media | April 2013