10 quick tips: get the most out of social media

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10 quick tips: get the most out of social media

  1. 1. 10 quick tips: get the most out of social mediaSteve Wright Head of Social Media & Community, Future plc Future | Social media | September 2013
  2. 2. • 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
  3. 3. • 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
  4. 4. Search Connect when needed Where does it sit? Future | Social media | September 2013 Email Lasts until user opens it Social • Connect randomly • Lasts a few hours, if that
  5. 5. Lead generation Future | Social media | September 2013
  6. 6. Tip 1 Future | Social media | September 2013
  7. 7. It’s a cliché but: Future | Social media | September 2013 • Content is king • Crucial to social, SEO and increasingly marketing in general • Future has 20+ year heritage of strong content
  8. 8. 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
  9. 9. Example #2 Future | Social media | September 2013 1.5k likes; 256 tweets; 32 +1s; 406 Stumbles 160k visits from social media (90% from Pinterest) Evergreen, sharable, useful: solves a problem
  10. 10. Content types Future | Social media | September 2013 • Breaking news • Photography and video • Infographics/instructographics • Reference/resource • Lists (eg top tens) • Opinion • Polls/quizzes • Competitions • Good (or bad!) reviews • Interviews/Q&As
  11. 11. Future | Social media | September 2013
  12. 12. “The most important algorithm you’ve never heard of” Tip 2. Facebook’s algorithm Future | Social media | September 2013
  13. 13. Because it’s all about this Future | Social media | September 2013
  14. 14. Why Newsfeed is key Future | Social media | September 2013 • 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?
  15. 15. Only Facebook knows Future | Social media | September 2013 • Ranking algorithm a closely-guarded secret • More than 100,000 different factors • But we’ve got a good idea of the important ones…
  16. 16. 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
  17. 17. Future | Social media | September 2013 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
  18. 18. Future | Social media | September 2013 Facebook Insights tells you
  19. 19. Using Facebook effectively Future | Social media | September 2013 • 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
  20. 20. Tip 3 Future | Social media | September 2013
  21. 21. Facebook giveaways Future | Social media | September 2013 • Everyone loves free stuff • Facebook promotions build audience and awareness • Aim for more than just a ‘like’ • Make sure you know the rules
  22. 22. Don’t do this Future | Social media | September 2013 • 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
  23. 23. Instead, do this Future | Social media | September 2013 Before like:
  24. 24. Instead, do this Future | Social media | September 2013 After like:
  25. 25. Use other channels Future | Social media | September 2013
  26. 26. Tip 4 Future | Social media | September 2013
  27. 27. Facebook Ads: then Future | Social media | September 2013 • Small display ads • Hard to be creative • Limited use • Low click through • Not on mobile
  28. 28. Facebook Ads: now Future | Social media | September 2013 • Newsfeed presence • Work on mobile • Much improved CTR • Fantastic functionality • Not just fans or friends of fans: precise targeting
  29. 29. Facebook Ads: features Future | Social media | September 2013
  30. 30. Facebook Ads: features Future | Social media | September 2013
  31. 31. Facebook Ads: features Future | Social media | September 2013
  32. 32. Facebook Ads: features Future | Social media | September 2013 Custom audiences Lookalike audiences
  33. 33. Example Future | Social media | September 2013 • Facebook Ad campaign • Custom audience of lapsed subscribers • Dedicated landing page dramatically increased conversions
  34. 34. Twitter Future | Social media | September 2013
  35. 35. Tip 5. Searching Twitter Future | Social media | September 2013 Twitter.com/search-advanced Topsy
  36. 36. Find relevant tweets Future | Social media | September 2013 recommend "mountain bike" OR "road bike" -filter:links
  37. 37. Tip 6. Finding relevant people Future | Social media | September 2013
  38. 38. Twitter Lists Future | Social media | September 2013
  39. 39. Twitter Lists Future | Social media | September 2013 • Public or private • Don’t need to follow • Riders, journalists, clients, influencers… • Look for other public lists • Use
  40. 40. 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
  41. 41. Example Future | Social media | September 2013
  42. 42. Example Future | Social media | September 2013
  43. 43. Being clickable Future | Social media | September 2013 • Ask questions; invite responses; withhold something • Be pithy; write ‘headlines’ • Aim for less than 140 characters • Always ask yourself: why should people click?
  44. 44. Tip 8. Google Authorship Future | Social media | September 2013 • 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
  45. 45. Tip 9 Future | Social media | September 2013
  46. 46. Social media doesn’t stick to UK office hours. Neither should you Best times to post Future | Social media | September 2013
  47. 47. Social media doesn’t stick to UK office hours. Neither should you Best times to post Future | Social media | September 2013
  48. 48. Best times to post Future | Social media | September 2013 Social media doesn’t stick to UK office hours. Neither should you
  49. 49. Scheduling Future | Social media | September 2013 Facebook scheduling Twitter scheduling
  50. 50. Future | Social media | September 2013 Tip 10
  51. 51. Future | Social media | September 2013 Look beyond Facebook
  52. 52. Pinterest Future | Social media | September 2013 • 70m people; ~70% female • Very visual and can drive great traffic • Better ecommerce spend than Facebook
  53. 53. Pinterest Future | Social media | September 2013 • Pinners alerted when price drops
  54. 54. Adding pins Future | Social media | September 2013
  55. 55. pinterest.com/source/ bikeradar.com Pinterest Future | Social media | September 2013
  56. 56. reddit 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
  57. 57. reddit.com/domain/ bikeradar.com reddit Future | Social media | September 2013
  58. 58. • 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 Future | Social media | April 2013
  59. 59. Any questions? For more info on how we can help you with social media: Claire Hawkins claire.hawkins@futurenet.com Future | Social media | April 2013

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