How do you reach the right people on social media? More importantly, how do you reach enough of them at the right stage of the customer journey? In this webinar we will share tips, review social media best practices and discuss channel-specific pointers. 

1. Powered by
AUDIENCE REACH

2. Hello!
Rob Blackie
Consultant
@robblackie_oo

3. What’s the weather like in your city?
Tell us where you’re dialling in from!

4. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com

5. AUDIENCE REACH
IN SOCIAL MEDIA

6. WHY DOES AUDIENCE
REACH MATTER?
• Reach – free reach to your audiences. (Focus
today is free reach – paid will be covered in a
future webinar)
• Quality – slightly more credible – and people
pay more attention if they’ve opted in
• Social endorsement – people notice your
content if it’s been Liked or endorsed

7. HOW MUCH REACH
DO YOU GET?
• Free reach = proportion of your followers
who see what you post without you paying
for it
• Free reach varies a lot by platforms
• Newer platforms tend to have smaller total
audiences but larger reach per 1000
subscribers.

8. SOCIAL
ENDORSEMENT
If you see Facebook content that a friend has
liked then this dramatically increases impact:
• Increased recall = 55%
• Increased purchasing = 20%

9. QUALITY
• The psychological principle of consistency
means that once people have opted-in to a
social media profile, they are more likely to
pay attention to it.
• Over time as people see content from you,
they will engage with it more – though this
can be outweighed by greater filtering of
your content (if you don’t successfully
engage people).

10. HOW DO YOU
BUILD REACH?
Reach the right people – who will share your content
with their peer groups
With the right content
Tweaked for the social network

11. HOW DO YOU REACH
THE RIGHT PEOPLE?

12. TARGETING:
FACEBOOK
Audience optimization allows you to prioritise
people with particular interests (e.g. diabetes)
in the Facebook newsfeed – so driving higher
engagement:
• Switch on in Business Manager
• Tag posts with appropriate interests
• Track engagement with posts in Audience
Insights

13. TARGETING:
LINKEDIN
Targeting options include:
• Language
• Geography
• Job function
• University
• Industry
• Company size
• Seniority

14. TARGETING:
OTHER NETWORKS
Not available unless:
You have a channel
targeted at a
specific specialism
or geography
Changes in
network
capabilities
Or

15. BUILDING
FOLLOWERS
OVERVIEW / SOCIAL NETWORK CONTEXT / TIPS FOR EACH NETWORK / CRAFTING GOOD CONTENT

16. OVERVIEW
Followers are choosing a relationship with you –
and this emotional bond is central to B2B sales.
That means:
• Slow steady growth is better than a rocket –
because you are building relationships and a
reputation
• Quality followers matter – don’t get obsessed
by quantity
• Keep an eye on the soft metrics like good
feedback from people
• Sharing is a key metric
• Engagement metrics usually lower cost per
follow Source: Corporate Executive Board / Google 2013
Proportion of users feeling bonded to a brand

17. BUILDING
FOLLOWERS
OVERVIEW / SOCIAL NETWORK CONTEXT / TIPS FOR EACH NETWORK / CRAFTING GOOD CONTENT

18. PRINCIPLES
OF FOLLOWING
NETWORK
LANGUAGUE
FOLLOWING
NUANCES
CONTENT
DRIVERS
Each network has a different language:
• Twitter – followers
• Facebook – Likes
• YouTube – subscribers
• LinkedIn - followers
There are many nuances of following
figures – for instance you can ‘mute’ people
on Twitter without unfollowing them.
The biggest drivers of people
subscribing to your content are:
• The quality of your content
• Your reach

19. YOUTUBE
• YouTube subscribers get emailed every time a
new video is published.
• YouTube subscriptions also drive search
within YouTube
• It’s much easier to subscribe from Gmail – so
most of your subscribers will be on Gmail
accounts – meaning some minor biases (e.g.
fewer subscriptions from corporates that
block Google logins)
• This appears in the Promotion tab for Gmail
subscribers

20. • When you publish content, Facebook shows this to
a subset of your followers.
• If the post performs well then it, and subsequent
posts, will be shown to more of your followers.
• Facebook combines public metrics (e.g. Shares /
Likes) with non-visible metrics (e.g. time spent
reading associated blogpost)
• A better performing post, will have lower
advertising costs.
• For paid reach ‘Relevance’ is a good metric to use.
FACEBOOK
PAGES The Facebook Algorithm
Facebook broadly combines three
factors.
User affinity
What relationship does the user have
with the Page / user who posts content.
Content weighting
How good is this content, based on
how other Facebook users react?
Time
Newer posts are preferred.

21. • LinkedIn shows your content to almost
all people who follow your Page in the
following days.
• Almost any engagement will then show
this content to the network of these
people.
• This means that there is a significant
benefit to encouraging colleagues and
readers to share, like and comment on
your posts.
LINKEDIN
PAGES

22. Around 10-20% of your followers will see every tweet.
Reaching more people for free can either be achieved by:
• Content that is so good that people want to share it
further
• Increased visibility through using a relevant hashtag to
appear in broader conversations (e.g. around a
conference)
• Reposting at a different time of day for people who
missed it
Do not be tempted by spammy ‘Please RT’ messages and
similar which are brand damaging
TWITTER
PROFILES

23. BUILDING
FOLLOWERS
OVERVIEW / SOCIAL NETWORK CONTEXT / TIPS FOR EACH NETWORK / CRAFTING GOOD CONTENT

24. Expect free reach to be less than 5%, and less
than 1% is common.
Use paid to target people who are either:
• Highly likely to be interested in your subject
matter
• Friends of your existing fans – because they
are likely to be similar
• Existing fans – who you hope will share your
content
BUILDING FOLLOWERS:
FACEBOOK

25. • Expect free reach to be less than 10%.
• Follow key opinion formers in the industry
• Interact with key opinion formers –
retweeting them, Liking their tweets and
replying to them (substantively)
• Consider a named team of people to sign
off tweets.
• Paid extensions
BUILDING FOLLOWERS:
TWITTER

26. • Free reach is relatively high, but variable
highly depending on engagement
• Email staff (etc) to encourage them to follow
– and when you have key articles email staff
to encourage them to sign and Like the
articles
• Images and video significantly increase
engagement
• Encourage real engagement – and respond
to people’s comments
• Suggest ‘follow’ as a call to action at the end
of your posts
BUILDING FOLLOWERS:
LINKEDIN

27. • Free reach is around 10%, but will differ
substantially by video because a lot of
content is discovered through search.
• Remind people to subscribe
• Remember that your video titles are
effectively an email subject line for
subscribers
BUILDING FOLLOWERS:
YOUTUBE

28. • Use email to your customers, peers,
stakeholders and staff to create more
visibility for key posts and events
• Events and big news events are crucial
times to engage your audiences better
• Focus your listening on industry experts (eg
diabetes) – who give you reflected expertise
if they share your content
• Quality content is key – there’s no point in
‘kittens on LinkedIn’
BUILDING FOLLOWERS:
ALL CHANNELS

29. Fake followers are inevitable, but in large
numbers can be a problem:
• They distort your metrics
• Embarrassment if discovered
Where do they come from?
• Resulting from scams like botnets created to
spoof traffic or make things trend on
demand
• Bought by unscrupulous staff and agencies
BEWARE
FAKE FOLLOWERS

30. • Use tools like Twitter audit to search for
large volumes of fake followers
• Keep an eye on who is following you – also
useful to make sure you notice valuable
stakeholders
TACKLING
FAKE FOLLOWERS

31. BUILDING
FOLLOWERS
OVERVIEW / SOCIAL NETWORK CONTEXT / TIPS FOR EACH NETWORK / CRAFTING GOOD CONTENT

32. • Only your audiences matter – keep an eye
on companies and job titles of people who
engage with you
• Sharing is the best proxy for quality – within
your audience
• Keep an eye on which content boosts your
following on each platform.
GOOD CONTENT:
OVERVIEW
Source: LinkedIn analytics

33. • Sharing is powerful endorsement – so you
have the credibility of the person who
shares with you.
• Sharing extends your reach to new people
who don’t follow you.
• Anyone who shares becomes more
favourable to you – because of the
psychological principle of consistency
• This endorsement works even when the
endorser has an obvious interest in sharing
your work!
WHY DOES SHARING
MATTER SO MUCH?
Positive stories often drive high levels of sharing.

34. • Facebook strongly prefers posts that get
shares – weighting a share around 13 times
more heavily than a Like in its algorithm.
• Video is preferred to images, which are, in
turn, preferred to text.
• Gifs or very short looped videos (including
animations) can be an effective way to get
engagement without high production costs.
• Captions increase engagement for the
majority of videos which are played on
silent.
GOOD CONTENT:
FACEBOOK
Novo Nordisk Facebook videos are effectively optimised for playing on silent.

35. • Twitter’s algorithm shows your content to
more people if you create content that they
share and engage with - combined with
what has been posted recently.
• Broadly Twitter prioritises content based on
what you engage with, and, like Facebook,
tends to prioritise video.
• Locations are used by Twitter to provide
better ‘local’ news.
• Generic hashtags (e.g. #diabetes) can
provide extra reach, particularly around key
events like conferences
GOOD CONTENT:
TWITTER

36. LinkedIn content is promoted on the basis of
engagement:
• Encourage people to ask questions –
because this will show your post to their
network
• Use pictures that improve engagement.
• Personalise your content so that it comes
from a named employee
• Remind people to follow you
GOOD CONTENT:
LINKEDIN
Source: How LinkedIn turns up the heat on their marketing campaigns, LinkedIn
+10%
Conversion rates
Impact of sending messages from a person

37. • YouTube recommends, and auto-plays,
videos based on subscriptions and
previous behaviours.
• Content must include subtitles
• SEO for YouTube is crucial – most traffic
comes from people either searching
for video or having it recommended to
them – subscriptions are likely to drive
10-20% of views. Key elements of SEO:
Video titles, tags, collections
GOOD CONTENT:
YOUTUBE

38. Key factors to rank in YouTube search are:
• Video views
• Channel subscribers
• Likes
• Video comments
• Descriptions & keywords
Key mistakes to avoid are:
• Long video titles
• Too many keywords or too long a
description
RANKING IN
YOUTUBE
Source: Briggsby research 2018

39. THANK
YOU

40. Questions?
Rob Blackie
Consultant
@robblackie_oo