1. 1
Letters to a Friend
On Social Media
2019
Dr John Ashcroft

2. Contents
1. Ten Things you must do now to set up your social media profile!
2. Fingerprints, footprints and photographs...laying a trail
3. Beacons, Cascades and R(0)s...how to improve the performance of
your social media messaging...
4. The 4Ms - Much More Multi Media
5. The CRIMSON Strategy...
6. Pinterest - The Power of the Pin
7. FB Ads Ten things everyone should know
8. The Nine Basic Steps You Must Take To Set Up Your LinkedIn Profile
9. About the Author
2
Several years ago, a good friend of
mine made the move to set up his
own business. He asked me “What
should I do to develop my social
media profile”
The “Letters to a friend on Social
Media" followed over the next few
weeks and months. The basic guide to
creating and nurturing a social media
profile.
The themes were developed over
many years of experience and at great
expense. Here the letters are
reproduced as a PDF. The eight
letters pulled together in this sort
guide.
I hope you find it useful,
John

3. Ten Things you must do now to
set up your social media profile!
As promised here is the first letter in the series on how to use social media to give your profile and
business a boost - the ten things you must do now to establish your social media profile …
1. Be famous for thirty seconds. Establish what
you want to be known for. What is it that
makes YOU unique? Figure out your thirty-
second elevator pitch and make sure it's no
more than 50-100 words! Once done, modify
and use this across all your social media
channels (Twitter, LinkedIn, Facebook, etc.).
And don’t forget your website and email
footer. A simple message stated with intense
frequency is the key to communication.
2. Create a keyword strategy. Identify three
keywords or phrases that encapsulate your
thirty-second pitch. Consider what you do,
and the phrases people are likely to use
when searching for your products/services/
brand. Make sure these appear across all
your social media profiles and promotional
channels. Pay particular attention to your
LinkedIn profile, making sure your keywords
frequently appear in the summary and profile
section.
3. Get yourself a good photograph. If you're
creating a social media profile a good profile
shot is essential. Make sure the lighting is
right. A selfie in a dark room just won't cut it!
If necessary get one done professionally on
a day you feel good! To keep consistency of
branding, ensure the same photo appears (in
some form) on all of your social media
platforms.
4. Establish a mailing list strategy. Your contact
list is one of your main social media assets.
Start as you mean to go on and select a
mailing list product such as Dotmailer or
MailChimp to help you manage and
maximise this. Build your list from you
contact files, LinkedIn and more. It's also
worth considering the aesthetics of any
mailers as well as the content. Make sure
this echoes your social media profiles.
5. Become a blogger. A cost-effective marketing
and communications tool, blogs give you a
voice. When used in conjunction with other
marketing channels that voice can be heard.
Combine the power of blogging, social and
email to tell people what you are up to and
what your new business is all about.
However, make sure to be consistent with
the frequency and issue of these blogs.
Would monthly, bi-monthly or weekly work
best for you? As a rule, people want to know
what you are up to so weekly works well.
But don’t overdo it. Become an email inbox
habit. Later I’ll send you a letter with some
top tips for bloggers. You write well, in
reports, prose and poetry - out those skills to
good use.
6. Build your content authority. You have so
much to offer, now is the time to get writing
and share this with your audience. However,
if you are going to be deploying content to
help boost sales, it's vital to add a little
strategy to the process. Figure out what you
want to produce (blog posts, e-books
articles) and what you want this to do for
your business. Don't have time to create
content yourself? Brief someone to write it
for you! Or take down your ideas and
translate into a blog.
7. One asset, many products, many platforms.
As well as sharing your content across
different platforms, use your assets in as
many ways as you can. A blog post can be
used to create tweets, a LinkedIn post or a
Facebook update. An email can form the
basis of a Slideshare presentation or an
ebook. One asset can become many
products distributed over many platforms.
3

4. 8. Leave your mark. Make sure your
fingerprints, footprints and photographs are
widely distributed across all your social
media platforms. You want to make it easy
for people (and Google!) to find you. A simple
message, shared with intense frequency
using the same graphics across many
platforms aids search.
9. Accept we are all copywriters now. Make
sure you know how to write (or have
someone who can help you to write)
✴ Headlines that hook
✴ Paragraphs the punch
✴ Content that kills
10. Understand the importance of beacons,
cascades and R(0)s. These, along with
#hashtags, hooks, lists lures and landing
pages (not to mention the development of a
comprehensive LinkedIn and Twitter
strategy) will help develop your social media
following. More on this in the next letter!
For now, concentrate on the basics. Get it
up, and then get it right. The great thing
about social media is that it doesn’t have to
be perfect at the start. You can polish as you
go!
4

5. Fingerprints, footprints and
photographs ... laying a trail
Letters to a friend on social media - fingerprints, footprints and photographs
Laying a trail across the net ...
To develop a social media profile, you need to lay a drag trail across the Internet. You need to leave as
many imprints as you can, in many different places and on many different platforms. You have to make
it easy for the search bots to find you.
Walking a country trail, the mantra is - take nothing but photographs and leave nothing but footprints.
Developing a social media profile - we need to leave as many fingerprints, footprints, photographs,
videos, blog posts and much more, in as many places as we can, across the net!
How do we do that? Here are a six key guidelines we use in our business to develop a fingerprint
strategy.
1. Platforms Decide on the platforms to be used
as part of the strategy, be it Facebook,
LinkedIn, Twitter, Google+, Pinterest,
Youtube, Vimeo, Flickr, Prezi or Slideshare
or some of the short video options like
Meerkat and Periscope. B2B may use
Linkedin and Twitter predominantly. B2C may
find Facebook, Google+ and Twitter more
productive. In the past we have focused on
LinkedIn and Twitter and now having some
great results with Facebook Pages and
Facebook Advertising in addition. Make your
choice, limited to begin with ...
2. Keywords Determine your keyword strategy.
Don't use too many. I use three. Identify the
key words or phrases you wish to associate
with your "product" or "brand". Ensure the
keyword rhythm and phrasing is identical on
each platform. A fingerprint is unique to the
individual. So too, should be the key word
strategy. Unique but appearing in many
different places, frequently. A simple
message stated with intense frequency, the
key to communication ...
3. "Product" or "Brand" Think of yourself and
your business as a product or brand. What is
the "Image" you wish to present in your CAP
Strategy. You have no choice - you will have
an image, whether you want one or not. You
do have a choice as to what that image will
be ... handled properly.
4. Content Use many different formats to
generate and propagate content. Blog posts,
articles, e books, white books, photos, and
videos. The same content can be reworked
into a supporting platform. For example, use
the blog post to generate a slide
presentation, then publish on slideshare.
Connect Slideshare to your LinkedIn profile.
Use the slideshare presentation to generate
an ebook. Use the ebook to develop a “lure”
for your landing pages and email list strategy.
Rework the idea for content into many
different formats. A TEAM effort, saving Time
Energy And Money. One product, many
assets, many platforms.
5. Propagate the content using our unique
Beacons, Cascades and R(0) strategy.
Use Twitter to spread the message across
the net using hashtags and handles to assist
the propagation process. If we can increase
the R(0) from zero to R(5), the messages are
relayed at a faster rate. Word of mouth has
always been a powerful communication
option. World of e, is faster and more
expansive. We will speak more on beacons,
cascades and R(O)s in a later letter.
6. What's your MO, develop a method, mode of
code of practice in laying the trail across the
net. Be consistent, make it easy for the
search bots to get on the trail. Establish a
checklist for posting new content, use it and
stick with it, every time you post on your
blog.
5

6. Laying a trail across the Internet, we need to
leave as many imprints as we can to make it
easy for the search bots to find the trail.
Sometimes we easily forget the steps we
have taken in the past. You do not want to
end up heading in the wrong direction on
your social media trail neither do the search
engines. Develop a routine and a system ...
and stick with it.
I hope this helps. Fingerprints, Footprints
and Photographs - laying a trail across the
internet. I will be in touch next week with
another letter in the series ... Using Social
Media to boost your profile and your
business ...
6

7. Beacons, Cascades and R(0)s ...
how to improve the performance
of your social media
messaging ...
Beacons, Cascades and R(0)s how to improve the performance on your social media messaging
Beacons …
In 1803 the threat to the security came from
Napoleon. In order to mobilise defence
forces in the event of an invasion from
France, a system of communication beacons
was established. In the event of an invasion,
men guarding each beacon, keeping watch
with a telescope, would light their own
beacon as soon as the adjacent beacon fired
up. It is one of the first examples of message
relay system. Efficient but slow, with social
media we can move a whole lot faster,
especially when it’s raining! The principal
remains the same but speeds have
increased a lot!
Cascades …
A Cascade Communication Process,
ensures decisions and messages of great
significance are communicated to as many
people as possible, at every level, in a given
population using the chain of command.
Cascade communication, a top down
process, drives clarity and alignment.
In Coloroll as we developed the business,
our workforce grew from 500 to over 10,000
in ten years. We used “Team Briefing” to
ensure the messages were relayed
throughout the workforce. It was and is a
great way to communicate and spread
messages quickly. With social media we can
move a whole lot faster but the principal
remains the same.
R(0)s …
In Social media we are able to capitalize on
the inherent speed of process to relay
messages quickly. We can spread the
message using Beacon and Cascade
techniques. We can also accelerate the rate
of propagation by improving the R(0)
capacity of the message. So what do we
mean by R(0)s?
In epidemiology, the basic reproduction
number is denoted as R(0) say “r nought”.
The R(0) of an infection can be thought of as
the number of cases one case generates, on
average, over the course of its infectious
period.
This metric helps determine the speed at
which an infectious disease can spread
through a population. Generally, the larger
the value of R(0) …R(1) … R(2) … R(n), the
harder it is to control the epidemic and the
more quickly the disease or virus will spread.
So with social media, the larger the R(0) viral
value of the message, the greater the
potential for faster and more widespread
communication.
Beacons? Cascades? R(0)s? understanding
the concepts will take your Social Media
strategy to the next level. Here are some of
the ways you can develop the Beacons,
Cascades and R(0) concept to enhance your
Twitter communication strategy.
7

8. 1. Create your own beacons …
Identify people who will RT for you and
further on your tweets without prompting.
Within pro-manchester we now have almost
200,000 followers across our major product
groups. Our managers are our beacons.
2. Establish Cascades …
Develop a chain of people who forward your
tweet on to other people automatically. In
pro-manchester, managers and members
form part of our cascade network.
3. Enhance the R(0) value …
Create content with interest to others. Create
content with great viral value. It’s like word of
mouth marketing with speed enhancement.
4. Use Hashtags, Handles and Hooks …
Hook up to the Twitterers with a large
number of followers. Include their handles in
your message or RT where appropriate.
They will then spread the message to their
highly engaged followers. Include hashtags
to maintain conversations and themes.
Hashtags, Handles and Hooks!
5. Keep your Tweets short …
280 characters is not a lot to play with and
asking for increased brevity may be a
challenge! By leaving approx. 15 – 20
characters spare, you are allowing potential
Beacons and Cascades to include a
comment in a Re Tweet. It’s easy to click
the RT button. People still like to comment
on the message they are passing on. Space
allows them to do this.
6. Mention the right people …
Including key people in your tweets will help
the message picked. For example, if you are
at an event, use the Twitter handle of other
attendees and presenters. Choose the right
people. Those with an active Twitter
presence and a large following, will allow you
to cascade your message amongst their
following.
Communication is a two way process. Make
sure you reciprocate. RT their tweets and
interact with them on a continuous basis, not
just when you need help cascading.
7. Don’t ask for the RT …
Asking for a RT looks desperate. If your
content is good, people will RT. If your
content is relevant, people will RT. Telling
someone ‘You should RT this because it is
interesting to you’ will have the opposite
effect. Let your readers decide for
themselves if it is interesting – and do your
best to make sure your content is of interest!
8. Be prepared …
Prepare a list of people who will be your
Beacon, help you Cascade or accelerate the
R(0). Take this list with you to events,
networking functions, meetings – you can
then tweet quickly and easily, propagating
breaking news as it happens – not five
minutes later when you have finally managed
to trawl Google and find the right person’s
Twitter handle. Use the event # hashtag as
well. You will certainly be RT'd.
9. RT the stars …
Identify the Twitter stars and thought leaders
in your areas of interest. Identify the ones
with the larger following. RT some of their
recent work. Include them in a Tweet if this is
of particular interest to them.
10. Create Conversations …
Create conversations. You want people to
spread your messages to create debate,
conversations and engagement. This will
only happen if you invite people to join you.
We talk of the 3Es - engage, equip,
empower. Engage your followers in the
conversation, equip them with the key
information to engage in the debate,
empower them lots of different ways to talk
and share ideas.
So with all your social media messaging,
stop and think! Am I considering all the
Beacons and Cascades available to me?
How can I enhance the R(0) value of my
message? Just how good is my content?
How viral could it be?
I hope this helps. We have been developing
our strategy for some time now. Beacons,
Cascades and R(0)s ten ways to improve the
performance of your social media
messaging.
8

9. The 4Ms - Much More Multi Media
Letters to a friend on social media - Much More Multi Media - Why you must include lots of video in
your content marketing strategy. We call it our 4Ms strategy - Much More Multi Media.
Since YouTube launched in 2005, video has fast become the star of the content marketing world.
Video is changing the way audiences engage with brands. Apps such as Vine, Periscope and Meerkat
enable anyone to create proprietary videos on a budget. Even small businesses can get in on the act.
It’s a trend that’s set to continue. Developers and platforms are finding more and more ways to help
brands put video at the heart of their content marketing. Video will account for almost 70% of all
consumer web traffic by 2017. If you haven't yet bought into the potential of multi-media, now’s the
time to start.
Here are five reasons why you should be using video …
1. The reach is enormous …
YouTube has more than 1 billion users, with
the number of hours people watch on
YouTube each month up 50% year on year.
In fact, after Google and Facebook, YouTube
reaches more people than any other site.
With mobile usage set to surpass desktop for
the first time this year, and mobile revenue
on YouTube up over 100%, marketers are
seizing the opportunity to connect with their
audiences. We like Youtube but also host
with Vimeo. Lot’s of choice to create
awareness for your brand…
2. It’s so sharable …
Consumers are 39% more likely to share
content if it’s delivered via video. Easy to
digest and instantly engaging. If you want to
go viral, go video. Shareability is, one of the
key success drivers in any content marketing
campaign, but your video is unlikely to
become contagious through sheer good luck.
Creating great videos requires a sound
strategy. Determine your audience and
content strategy. What is it, that is most likely
to trigger a response and the desire to share.
People have a variety of reasons for sharing
content with their online networks, and
understanding these motivations is key to
achieving the largest possible audience for
your campaign.
3. It helps you and your brand to connect …
With emotion playing a huge role in how B2C
and B2B buyers operate, today's marketers
need to appeal to the head and the heart.
Perhaps more than any other marketing
channel, video helps us to elicit an emotional
response. The right kind of music track
makes all the difference. For our music
tracks, we like Music Bakery and Audio
Jungle. Picking the right track, need not be
expensive! The more your content inspires
and engages, the more likely you audience
will be to take meaningful action. Just don’t
forget to add a strategic call to action to help
them along.
4. You don’t need a big brand budget …
According to our latest research, marketers
are set to boost global online video spend by
22% this year. However, while brands are
increasingly willing to spend more on video
(particularly if targeting millennials), video
marketing no longer requires a big brand
budget.
Previously out of the reach of most small
businesses, reduced production costs and a
range of easily accessible video editing
apps, allows brands of all sizes to create
business relevant videos.
Perhaps just as compelling, savvy brands
can also turn to their customers to create
content for them. Consider Snapchat’s ‘Our
Story’ for example. Used during major public
events, “Our Story” splices curated, public
images and videos with branded sponsorship
to leverage the power of crowd-sourced
content. However, the use of customer-
generated content doesn’t have to be the
province of big advertisers, and the general
premise can be adopted by even the
smallest of brands.
Just look at the success of Go Pro. A brand
built on the contributions of clients. That’s
great viral marketing.
9

10. 5. It’s here to stay …
Over the last year, almost every major social
network has increased the prominence of
visual content. With many going head-to-
head when it comes to securing dominance
in the video marketing space, almost all are
showing preferential treatment to content
hosted directly on their respective platforms.
Video marketing is evolving. Consider
Twitter’s purchase of live streaming app
Periscope for example. Allowing people to
broadcast live video from their smartphones,
Periscope (and its competitor Meerkat) have
been dominating conversation about the
future of video.
With live-steaming offering businesses the
potential to build rapport and engage
customers on an unprecedented scale,
Periscope’s phenomenal marketing,
promotional and PR potential is only starting
to become apparent.
Finally Software. What software should you
use? We use Apple Final Cut for our major
edits. A number of simple set ups are also
available. We like Vine, Snapchat, Hykoo
and two great Adobe products, Adobe Slate
and Adobe Voice.
I hope this helps, I will be in touch next week
with another letter in the Series ... Using
Social Media to boost your profile and your
business.
10

11. The CRIMSON Strategy ...
The CRIMSON Strategy - Content, Relationship, InBound Marketing Strategy Online
Our thinking on Crimson clouds was shaped by the work undertaken as we developed the highly
sophisticated marketing model for the Business Development Group.
CRIMSON relates to Content, Relationship,
Inbound Marketing Strategy ON line. An
essential step forward in the Integrating
Social Media Agenda for any marketing plan,
profile or business.
Content is important to develop platform and
authority, grabbing the high ground of
thought process in a specific arena. The use
of e-books, white books and article
marketing is essential to develop the
authoritative content platform. Our mantra is
CAP content, authority, platform.
Relationship marketing is about building a
r e l a t i o n s h i p b e f o r e t r a n s a c t i o n .
Understanding concepts such as cost of
acquisition, life time values and life cycle
planning both in terms of the order - contract
process and / or developing a life time
relationship.
Inbound Marketing is using email strategies
to secure leads and contacts into the
business (inbound) as opposed to the
traditional "outbound" "push" forms of
advertising and communication. Inbound
marketing secures leads using e-mail
strategies, lures, landing pages, calls to
Action and Sign up and permission forms.
We use a variety of mailing houses including
Mail Chimp, Dotmailer, Aweber and more.
For landing pages we work primarily with
Instapages and Leadpages to develop high
rates of conversion, with easy to use A/B
split test options.
Social Media Our social media platforms
include LinkedIn, Facebook, Twitter,
Google+, Pinterest as well as video channels
such as YouTube and Vimeo. We also use
photo grab sites like Flickr and Snapchat.
Despite the plethora of social media
platforms, the home web site is key, as is the
home web site blogging page. We use
Twitter to drive traffic to the landing pages
and web sites. Twitter is a means to an end,
not just an end platform. We can use
LinkedIn, not just to build authority and
platform but to drive traffic to a destination
site as part of a specific canvass.
On our social media site, the professor and
his team, have discussed, the importance of
beacons, cascades and R(0)s to accelerate
and multiply the propagation of key
messages and networks. We have also
written on fingerprints, footprints and
photographs, the importance of laying a trail
across the web, to facilitate, "bot spotting",
improving SEO discovery for keywords, key
names and brands.
Our asset strategy mantra is one asset,
many products, many platforms assisting the
multiplier process. For more information
check out our Social Media Experts site and
the Dimensions of Strategy Site of Course!
I hope this helps. We have been developing
our strategy for some time now. The
CRIMSON strategy, one of the many
important ways to improve the performance
of your social media messaging.
11

12. Pinterest - The Power of the Pin
A recent study by marketing consultancy firm Millward Brown has found that Pinterest influences
purchasing decisions and helps users to find things they want to buy.
According to the report (which was co-sponsored by Pinterest):-
✴ 52% of respondents agree that Pinterest helps them find items they want to buy
✴ Just under half of respondents believe Pinterest recommends relevant product
✴ 32% of respondents have purchased an item in a store after viewing Pinterest content
Launched in 2010, Pinterest hit the headlines
following an early period of explosive growth.
Despite initial popularity, many ‘serious’
marketers snubbed the digital scrapbook,
believing it to be the province of fashionistas,
blushing brides and craft enthusiasts. Today,
with over 250 million people now using
Pinterest, and its active user base expected
to grow even further, such marketers dismiss
the power of the pin at their peril.
Why Pinterest?
There is no denying that the sales and
marketing potential of the image sharing
s o c i a l n e t w o r k i s h u g e . A r e c e n t
GlobalWebIndex report found that Pinterest
was the fastest growing social network of
2014, with active users up by 97%. But its
potential isn’t just down to its user numbers.
With the sole purpose of Pinterest to find and
pin things that you like, its focus on
aspirational products makes it an ideal
platform for brands to connect with their
target audience(s). So, while it may not be
on a par with the social media big boys when
it comes to user numbers, its ability to appeal
to its user base means that its ROI Return on
Investment potential could be unbeatable.
Indeed, when it comes to social media traffic
referrals, Pinterest already sends a
significant number of potential customers to
e-commerce websites. Coming second only
to Facebook.
Pinterest has faced criticism from some
quarters for the fact its user base remains
predominantly female. These women are
shoppers. With stats showing women make
or influence 85% of all consumer purchasing
decisions, Pinterest isn’t keen to rest on its
laurels. Developers at the company are
working hard to increase appeal to male
users. Efforts are paying off. The site has
doubled the amount of new male users over
the past year. One-third of registrations are
now made by men.
Committed to making it even easier for users
to find and share content, a number of new
and forthcoming developments will increase
the appeal of Pinterest. The introduction of
the new ‘Pin it’ button led to an initial 3%
increase in re pins simply by reducing the
amount of clicks needed to share content.
Likewise, Pinterest has made no secret of its
plans to attract more advertisers to its
platform as it refines its ad-targeting tools.
With developments such as animated pins,
plans to improve the way it harvests user
data, Pinterest is set to provide a greater
insight into what users want to buy.
The reality is that Pinterest’s reach and
influence is growing. But a significant
percentage of businesses have yet to realise
this. What this means, is that brands that
take on the challenge of using Pinterest to
create highly visible, sharable content could
give themselves an early advantage over the
competition.
I hope this helps to explain more about
Pinterest. I am not sure this is the right
option for you at present but this is some
useful background.
12

13. FB Ads Ten things everyone
should know
Facebook Advertising … Ten things everyone should know about Facebook advertising
1. Facebook is Huge …
Let’s face it Facebook is huge. According to
the latest financial returns for the first quarter
of 2018, Facebook is now claiming 1.4 billion
daily average users (DAUs) and 2.2 billion
monthly average users. (MAUs)
Advertising revenues in the first quarter were
$12 billion dollars. For the latest twelve
month period, revenues were almost $45
billion dollars. Facebook is the dominant on
line advertising platform.
2. Facebook is not just about B2C …
We used to think of Facebook as
predominantly an advertising tool for the B2C
market. No longer is this the case. More
business pages and more business owners
identified (and profiled) as Facebook users
means that Facebook is now an important
B2B advertising option.
3. Facebook Advertising is easy to set up …
Setting up an ad campaign with Facebook is
easy. Using the FB Ad manager or
Hootsuite’s AdExpresso it is relatively
straightforward to set up a campaign.
Facebook is designed to make spending
your ad money so easy and it is.
4. The Rules of FB ads, are pretty
straightforward …
The four guiding principles of Facebook
advertising are straight forward …
✴ Visual … Attention
The ads must offer a highly engaging photo,
copy light with no more than a 20% word
density. Facebook is looking for an attractive
content flow across the page. Ad visuals with
too many words across the shot will be
rejected.
✴ Valuable … Interest
The ad promise should be valuable to the
target audience, identifying the “What’s in it
for me” proposition and ensure it is delivered.
✴ Relevant … Desire
The ads must be relevant to the audience.
The key is the product offer and the audience
definition using the detailed and specific FB
features on socio-demographics, location
and interest groups.
✴ Clear Call to Action … Action
The ads must offer a clear call to action.
Specific and well defined. Using a “Button”
option to boost traffic to a page, web site or
event.
13

14. 5. Marketing Principles Apply …
FB may offer a new platform but the old rules
of advertising still apply. The ads should be
part of an integrated marketing campaign.
Make sure your FB page or company page is
well designed and up to date as part of that
campaign.
Make sure you know who you are trying to
reach.
What is your specific audience? Where are
they located geographically? Can you define
by location, age, family relationships,
hobbies, interests and type of business. FB
makes it so easy to set up a specific
audience campaign. You can also import an
email data base for example to create a
mirrored or look a like audience as part of
the campaign development.
What is it you are trying to achieve …?
Make sure you know, what it is you are trying
to achieve. Is it traffic to a business page, a
Facebook page, a web site page, an app or
an event? Do you simply want to develop
brand or product awareness as part of a
wider influence campaign?
What is the action outcome you seek to
achieve …?
What is the action outcome you would seek
to secure from the campaign? Is it likes,
engagement, ticket sales or revenue. FB is
great to identify cost of acquisition and ROI
the return on investment for any goal set.
Make sure you know what it is you are trying
to achieve and measure the performance
(Your KPIS and ROIs.)
6. Budget …?
Identify how much you are prepared to
spend and over what period. FB will give
guidelines on the size of audience defined
and the coverage that may be achieved over
the campaign period.
7. How much should you spend. …?
We measure our campaigns in terms of
coverage and frequency. Don’t try to hit too
large an audience with your campaign plans,
unless you have huge budgets.
Working with a segmented audience of say
100,000 is better that targeting the near 40
million FB users in the UK with your first
campaign. Quantify the audience and work
out what kind of performance you would like
to achieve.
8. Measure your campaign impact!
This bit is a little geeky but is the most
important of all …
Track the performance of Reach,
Impressions and Frequency identified in the
FaceBook campaign overview. Understand
the mechanics of the process.
Reach divided by audience size is a
measure of the campaign coverage of your
target audience.
Impressions is a measure of the OTS or
Opportunities To See the “reached audience”
have had to see the ad.
Impressions divided by reach is the measure
of frequency. ie. the number of times the
“reached audience” have seen the ad.
Measure the campaign impact. Frequency
times coverage is a measure of the
campaign impact achieved during the
campaign.
Using a carefully segmented audience, we
are able to achieve an 80% coverage with a
5 times OTS. This gives us a campaign
impact of 400 Gross Rating Points. That is a
big campaign weight over a four week
period. How do we do that?
9. There’s always more to learn ……..
14

15. The Nine Basic Steps You Must
Take To Set Up Your LinkedIn
Profile
1. Have a good profile picture: A good profile
picture is a must for your LinkedIn Profile. It
needs to be a clear picture. Smiling head
and shoulders, forward facing, a professional
photograph with clear definition.
2. Decide on Your Keyword Strategy:The
essence of your proposition. Ensure they are
incorporated into your headline and into the
body text of your profile.
3. Have a Good Headline: The first thing
anyone is going to see when they visit your
profile is your profile picture and your
headline. Your keyword strategy must be
evident in your good headline.
4. Have a great short Introduction: This should
include your proposition, the USP, Unique
Selling Proposition. What is the problem you
are capable of solving for your clients?
Understand their pain points, explain how
you can soothe the pain. Offer the “What’s In
It For Them” Solution, with a clear call to
action. Explain, what you would like them to
do next.
5. Experience: Identify your important exec
positions in your headline. Understand what
it is you are trying to achieve and how this
relates to point 4. Fill in all details about your
work experience in the experience section of
your profile. List where you worked, what
was your position, what your role was, how
this helped the company. What were your
major successes and achievements. Try to
s u p p l e m e n t t h e s e p o s i t i o n s w i t h
recommendations.
6. Recommendations: Boost your profile
credibility, with recommendations.
Recommendations demonstrate you are
genuine with the experience you claim. You
should try and get as many good
recommendations as you can. It is an
important part of your “Social Proof”.
15

16. 7. Content :
Add and Link content to your profile, Photos,
Articles, Ebooks, PDFs, Videos, PowerPoint
Presentations. Any content posted to your
Slideshare account will feature on your
LinkedIn page. This is an important
component of your CAP strategy. Content,
Authority Platform, promoting you as an
expert in your field.
8. Social Media accounts:
Add your Social Media Accounts. Add your
Twitter and Facebook accounts to your
Linkedin profile and others which you use
regularly.
9. Websites :
Add your websites to your profile with links.
It’s good to add all links you might use.
Readers may visit your websites to find out
more about you and your work. These links
will also be beneficial for SEO purposes.
Want to know more? We recommend Melonie Dodaro’s
✴ LinkedIn Unlocked: Unlock the Mystery of LinkedIn To Drive More Sales Through Social Selling
2018
✴ The LinkedIn Code: Unlock the largest online business social network to get leads, prospects &
clients for B2B, professional services and sales & marketing pros 2014
16

17. About the Author
Dr John Ashcroft
Economics, Strategy and Social Media
17
Social Media Channels
Linkedin
Twitter
Facebook
Instagram
Themes
# Economics
# Strategy
# Social Media
# Digital Marketing
# Leadership
# Governance
Education
PhD
BSc.(Econ)
FRSA
CBIM