1.
@outwritepr
@anthony_bullick
How social media can boost a
business’ reputation – and sales
Thursday 6 October, 2016

2.
Who we are
• 21 years providing high quality content
• Digital as standard
• Bespoke strategies
• Coaching and training
• Experts in crisis management
• A 24/7 team

3.
Informal
and
interactive
• Best social media content to use
• Social media analysis and evaluation
• What is a social media strategy?
• Review individual platforms

4.
45% of B2B marketers
have gained a customer
through LinkedIn
B2B marketers who use Twitter generate, on
average, twice as many leads as those who don’t.
72% of all internet
users are now active
on social media.
Why you
should be
excited

5.
• SMART
• Link to your overall business goals
• How much can you commit?
• Who will own it?
Strategy
and
objectives
• How can social media help you?
83% of B2B marketers invest in social media to
increase brand exposure; 69% to increase web
traffic; and 65% to gain market insights.

6.
• Attention
o Unique visits / followers
• Engagement
o Retweets / comments / favourites
• Influence
o Follower profile / audience profile
• Sentiment
o Positive / negative / neutral / change
Typical
KPIs
• Authority
o Inbound links / external coverage

7.
• Who are your audiences?
• When do they want it?
• How do they want it?
Content
is
King
• What content interests them?
“Interesting content” is one of the top three reasons
people follow brands on social media.

8.
Content
is
King
• Tips and advice
• Company and industry news
• Customer service
• Offers and promotions
• Humour
Posts with videos attract three times as
many inbound links as plain text posts.

9.
Analysis
and
evaluation
• Social media’s own analytics
• Third party analytics
• Hootsuite
• Followerwonk
• Google Analytics
How have you performed against your objectives?
What type of content performed best? Worst?

10.
LinkedIn
• 250 – 350 words
• Add value
• Include pictures and other media
Publish a post on LinkedIn to become an expert commentator
• Insert links
• Respond to comments

11.
LinkedIn
• Your profile gets viewed
• After networking events
• Activity eg liking and commenting
Improve your profile to enhance your reputation
• ‘People also viewed’
• ‘You may know’

12.
Twitter
• Timeline algorithm
• Character limit
• Retweet your own posts
Recent changes – take note of all changes because they affect your
Twitter activity and subsequent results

13.
Twitter
• #s aren’t just for the top 10 trends
• Use them to take part in conversations
• Use them to summarise
#Dos #And #Don’ts #When #It #Comes #To #Using #Hashtags.
#Thissectionisveryimportantsopleasepayattention

14.
Facebook
Visual is huge. Don’t picture your Facebook posts without an image.

15.
Facebook
• Quality content that adds value
• Paid social media
• Audience targeting
• Content
• Analytics
Reach is decreasing. So is Facebook still worth it? And how can I
increase reach?

16.
YouTube
• Your own communication channels
• Third party publications
• Google search results
• Via the second biggest search engine
Quality of the video is almost irrelevant – content is key. But how can you
attract people to watch it?

17.
Hootsuite
• Use it as a monitoring tool
• Use it to schedule posts
• Use it for your analytics
Social media management tools help you be more effective and efficient
online.

18.
• Exciting opportunities
Recap
• Objectives and strategy
• Quality content
• Evaluation

19.
Questions?
And immediate
next steps
www.outwrite.co.uk
@outwritepr
@anthony_bullick
• Create a content calendar
• Connect with Outwrite online
• Look at your social media analytics