The slides from a session we ran at the University of Derby for Professional Writing students.

1. Social media
with Christine Cawthorne and Lucie De Lacy

2. Who are we?
A Derby-based company
writing content for websites
running social accounts for brands
training companies how to do these things

3. Tell us about you
• What are you studying?
• Which social networks do you use?
• Have you done anything with them for work?

4. Brands love social

5. Brands love social

6. Brands love social

7. Brands love social

8. Brands love social

9. Brands love social

10. Brands love social
What’s your favourite brand? Why?

11. What works?
Funny stuff
Offers
Newsy content
Asking questions and joining in the conversation
What’s in it for the customer?

12. What doesn’t work?
Inappropriate posts
Too many posts
Too few posts
Spelling/grammar errors
Not knowing who the customer is

13. Measuring
What can - or should - you measure?

14. Measuring
Follower/following numbers
Comments
Shares
Sales

15. Measuring
There are lots of tools that will measure these things

16. Prove it
Proving social activity had an impact on the bottom
line is the most important thing you have to do

17. Prove it
This is called return on investment (ROI) and lots of
people want to know if social is worth the money

18. Prove it
Decide what you will measure at the start of a
campaign.
When you reach these targets you have succeeded.
And you’ll get paid.

19. Running a campaign
What’s a campaign?

20. Running a campaign
What’s the purpose of a campaign?

21. Running a campaign
Pizza Hut Delivery got us to run one last Christmas

22. Running a campaign
We tweeted offers

23. Running a campaign
We got people to buy pizzas

24. Running a campaign
We joined in conversations

25. Running a campaign
We persuaded, cajoled and flattered

26. Running a campaign
We engaged.

27. Running a campaign
Engaging people is one of the most powerful things
you can do as a brand.

28. Running a campaign
You’re about to run a social media campaign. Omg.