Leveraging social media
- 1. Leveraging social media Steve Wright, Community Development Exec Future | Social media | April 2013
- 2. • Future’s combined Facebook/Twitter audience: over 5m • Future Facebook fans up 57% in FY12 • Twitter followers up 71% • Traffic to Future sites from social media: up 80% year-on-year First, some numbers Future | Social media | April 2013
- 3. Facebook Future | Social media | April 2013
- 4. “The most important algorithm you’ve never heard of” 1. Facebook EdgeRank Future | Social media | April 2013
- 5. Why is EdgeRank important? Future | Social media | April 2013 As little as 12% of the average page’s fans see each post. Of a page with 10,000 fans, that’s 1,200 This is because the vast majority of fans interact with you in their Newsfeed, not on your page Newsfeed isn’t a newsfeed. It’s a chart. How do you get into it more often?
- 6. Understanding EdgeRank Future | Social media | April 2013 WEIGHT Posts have different value. Videos, photos, links, text updates AFFINITY Between page and fan. Shares, comments, likes TIME DECAY How long ago was the “Edge” posted?
- 7. Applying EdgeRank Future | Social media | April 2013 • Keep EdgeRank – your Facebook ‘credit score’ – in mind whenever posting • Lots of images. But mix it up • Encourage interaction: ask questions, be pithy. Yes/no, fill in the blank, “click like if…” • Join the comments and improve page/fan affinity • Comments doubly important: also combat time decay • Look for a high Talking About This number in Facebook Insights. These are your most engaging posts
- 8. 2. Facebook giveaways Future | Social media | April 2013 • People love free stuff • Facebook promotions build audience and awareness • But aim for more than just a ‘like’ • And make sure you know the rules
- 9. Don’t do this Future | Social media | April 2013 “Like and share this post to enter” competitions are against Facebook T&Cs. Your page could be deleted Why? 1. Must use a page tab/app 2. Liking or sharing a post is not entry 3. Informing winners
- 10. Instead, do this Future | Social media | April 2013
- 11. Twitter Future | Social media | April 2013
- 12. 3. Twitter Search Future | Social media | April 2013 recommend "mountain bike" OR "road bike" -filter:links
- 13. 4. Twitter Lists Future | Social media | April 2013
- 14. Twitter Lists Future | Social media | April 2013 • Public or private • Don’t need to follow • Riders, journalists, clients, influencers… • Look for other public lists • Use
- 15. 5. Twitter… Future | Social media | April 2013 • Tweets can be very boring • Ask questions; invite responses • Aim for less than 140 • WHY should they click? • And…
- 16. 5. Twitter Cards Future | Social media | April 2013
- 17. 6. Google Authorship Future | Social media | April 2013 • More eye-catching in search = more traffic • Increased search result real estate • “More by this author” • Authority: you know what you’re talking about plus.google.com/authorship
- 18. Social media doesn’t stick to UK office hours. Neither should you 7. Scheduling Future | Social media | April 2013
- 19. Future | Social media | April 2013 8. Look beyond Facebook
- 20. pinterest.com/source/bikeradar.com Pinterest Future | Social media | April 2013
- 21. reddit.com/domain/cyclingnews.com reddit Future | Social media | April 2013 • “Front page of the internet” • 4bn page views a month • r/Bicycling, r/MTB, r/Bikeporn… • Can drive huge traffic but… • Tread carefully
- 22. • No silver bullet or one-size-fits-all approach • Don’t expect huge traffic or direct 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
- 23. Any questions? Steve Wright steve.wright@futurenet.com @turnitupalittle Future | Social media | April 2013