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10 quick tips: get the most out of social media
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. • 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. • 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. 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
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. 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. 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. 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
13. Because it’s all about this
Future | Social media | September 2013
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. 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. 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. 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. Future | Social media | September 2013
Facebook Insights tells you
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
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. 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
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. 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
33. Example
Future | Social media | September 2013
• Facebook Ad campaign
• Custom audience of
lapsed subscribers
• Dedicated landing page
dramatically increased
conversions
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. 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
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. 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
52. Pinterest
Future | Social media | September 2013
• 70m people; ~70%
female
• Very visual and can
drive great traffic
• Better ecommerce
spend than Facebook
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
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. 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
