Welcome

Introduction
Welcome to your guide to
Our Charter exceptional social media Social media is integral to our digital presence and
marketing for Access. our marketing programmes, touching all facets of
Pick a chapter below by clicking it. our organisation and every stage of our customer
It’s one of the key communication methods we use lifecycle.
to build our brand, support sales and respond to
We want to empower and enable our marketing
customers.
teams to be confident social media marketers. A Sales Marketing
coordinated, joined up approach will maximise our
In this playbook you’ll find ideas and information
effectiveness and help us achieve this.
on how to “do social” but it’s more than just posting
– it’s about listening and talking to our customers, This is your guide to the platforms we’re on and Social
prospects, influencers and followers, helping them
learn more about Access and our personality, what
how best to use them as part of your marketing
campaigns. In conjunction with our Brand Book
Media
Guidelines & makes Access from the inside out. Unlike traditional and Brand Guide, you’ll find everything you need
marketing, social media gives us a chance to interact
best practice directly and immediately with our audience, and
to make your social media marketing a success. It
defines how we manage our social media accounts
gives our loyal employees a chance to share how and provides guidance and signposting to best
they feel about our #loveworklovelife mantra. practice and techniques across organic and paid
activities to attract, engage, convert and nurture
[email protected] prospects and customers to achieve our marketing

The Access Digital Marketing Team

objectives. Customer
Being clear about our marketing approach to social Success
media will also provide a guiding star for others
at Access, especially those working in our sales
and customer success teams. A professional and
consistent approach will instil confidence and trust
Strategy & in our brand, our products and our services, increase
our market awareness and ensure our customers
Governance continue to choose and trust Access.

Contact us
[email protected]

Note
This playbook applies to our B2B social media
marketing only as the landscape and approach
for B2C is hugely different from B2B.
 1. Be part of a bigger picture
The Digital Marketing Shared Services team 7. Amplify your message
Consider and plan paid social advertising
is responsible for setting the overarching alongside your organic activity to reach a
Welcome
social media strategy and direction and has much wider audience. All paid social activity is
oversight of all social media accounts at being centralised within the Digital Marketing
Our Charter Access Shared Services team, so please coordinate
with your Shared Services colleagues for
Pick a chapter below by clicking it.
Our charter
2. Have a clear purpose
Divisional Marketing teams and owners of
more information on this

We are committed to building a social media

Group accounts are responsible for defining
the role and purpose of their social media 8. Avoid the mothballs
Divisional Marketing teams and owners of
accounts as well as managing them day to Group accounts are responsible for keeping
capability that supports our marketing
day, including content planning, creation, their accounts alive and active. A dormant
transformation journey to be best in class. Our
social media marketing will be focused, integrated
posting, measurement and reporting account can be detrimental to our brand.
The Digital Marketing Shared Services team

3.
and optimised, engaging our customers across all
stages of our customer lifecycle. Focused not fragmented will conduct audits to ensure all accounts
are active and where underperformance is
Guidelines & This charter has been developed to support all
All new social media accounts must be
authorised by the Digital Marketing Shared identified, then remedial action will be taken
best practice Marketers across Access in getting the most from
Services team to ensure that they fit with our

9.
their social channels. It sets out some new principles Seek your supporters
that you’ll need to adhere to and will also provide strategy. Engage with Shared Services early
clarity around the ongoing expectations from you so you can glean their support Remember, everyone at Access can be an
and your teams. advocate, engaging with our content and

4. Stay active
All accounts need to be proactively managed
sharing within their own networks. Just be
sure to keep them on point with our Charter!
to build communities where we continually

10.
engage and are part of the conversation - it’s Love the data
not just about creating and posting content Make sure you leverage data to underpin all
the work that you do. Understand the success

Strategy & 5. Think social

All content must be designed to elicit a
of your campaigns, test different content
types and measure the impact, learn from
Governance reaction or engagement historical activities and continue to optimise.

Contact us
6. Go real time
Social media involves real time conversations,
[email protected] not next week or next month. You need
to respond in real time to comments and
enquiries
 LinkedIn

Welcome
LinkedIn is our #1 social media channel. It’s vital that Checklist for success: Make sure any videos that you’ve shared
are listed on the video tab on your page
we have and maintain a well-structured, professional
Our Charter presence.
Make full use of in-platform features and
Use paid advertising as well.
functions to organise your content and
LinkedIn enrich your page: Complement your organic content by
We have a single company page for Access boosting posts to a wider, targeted
Pick a chapter below by clicking it. that is owned and managed by Brand and
Twitter Don’t over-fragment your audience. audience, pair sponsored content
Communications plus a set of Showcase pages with matched audiences, run website
LinkedIn advises a maximum of 10
Facebook owned and managed by Divisional Marketing teams. retargeting campaigns. LinkedIn
Showcase pages
YouTube offers fantastic granular targeting and
Showcase pages Post daily to establish a trusted voice. specific advertising formats to grow our
Instagram
Make sure you have a content plan followers, make our brand more visible,
Showcase pages are extensions of our LinkedIn - check out the Content section for
Other platforms encourage click throughs to our website
company page, designed to spotlight individual inspiration and tips and generate more leads. Contact the
Content planning and posting brands, divisions and initiatives. They are intended
Access paid media team for more info.
to develop long term relationships with a specific Geo-target organic posts from either our
Guidelines & Paid social audience and shouldn’t be used for short term Company page or a Showcase page - Get involved. We encourage our
campaigns. You’ll find them listed under ‘Affiliated
best practice Measurement and reporting
Pages’ on our main LinkedIn page.
don’t create Showcase pages for specific employees to be active on LinkedIn,
countries or regions to engage with our content and share
Setting up and removing accounts
it with their own networks. More
Try out LinkedIn Events for product information on this can be found on The
Mergers and Acquisitions
demos, Q&As, interviews and webinars Loop.
What to do when things go wrong

Handling the media

Best Practice

Strategy &
Governance IBM
• Posts daily

• Coherent company and showcase

Contact us
[email protected]
page set up

• Employee advocacy and

engagement hub via the Life tab

Sage
• Posts daily

• Upcoming webinars and demos

featured on LinkedIn Events

LinkedIn members can choose to follow our main

company page and/or a Showcase page. Showcase
pages have the same posting options and analytics
as a regular company page. Note that as you cannot
associate employees with a Showcase page, some
employee engagement features are not available.

Find out more:

LinkedIn marketing solutions

Showcase pages

Contact the Digital Marketing Shared Services team

Zendesk
Don’t forget, if you manage a Showcase page, you must abide by
our Social Media Charter • Posts daily. Diverse content
formats reflect full funnel content
marketing, from interviews, polls,
blogs, webinars, case studies,
product features and Q&A

• Use of video and video tab

 Twitter

Welcome
Our main Access Twitter account @TheAccessGroup
Checklist for success: check it each month to be sure it’s what
you want your followers to focus on
is owned and managed by Brand and
Our Charter Communications. Engagement with this account
Keep copy short and conversational and
Find out who your influencers are and
use images, GIFs and/or videos whenever
has grown by 663% from Jan to Sept 2020! possible. Post daily and make sure you make sure you are relevant to them.
LinkedIn
Pick a chapter below by clicking it. have a content plan - check out the They could be individuals, bloggers,
Twitter We also have a portfolio of other accounts owned industry bodies
Content section for inspiration and tips
and managed by divisional marketing teams. These
Facebook accounts are designed to engage specific audiences Nail your 160 character bio, telling Follow people who are influential in
YouTube
with content relating to their sector and our people who you are and what you do. your sector and may post messages
expertise, eg @AccessGroupHR and Always include a website link and change you want to retweet. You don’t need to
Instagram @AccessGroupEdu. your header photo quarterly to reflect automatically ‘follow back’ and don’t use
Other platforms your current campaign ‘auto follow’ tools
As with all social media, in order to be on Twitter, you
Content planning and posting need to make sure that your audience is there and Ask questions and run polls. Twitter is all Retweet (RT) appropriately. It’s a great
that you have something to say to them. Being active about conversation and asking questions way to extend your audience, gain
Guidelines & Paid social on Twitter can expand your visibility and promote is an effective way to interact with your credibility and engage with good content,
your product, but it must be worth the effort and add but don’t fall into the trap of just being an
best practice Measurement and reporting
value when incorporated into your wider marketing
audience
account that RTs.
Setting up and removing accounts activities. Make sure your pinned tweet is your
Mergers and Acquisitions
biggest, latest news. It’s OK if you have
the same focus for several months, but
What to do when things go wrong

Handling the media

Best Practice

Strategy &
Governance WeWork
• Posts daily. Varied content
formats include polls, videos
and encouraging user generated
Contact us
content
[email protected]

• On trend with hashtags

• Creative consistently brings

brand to life.

Find out more:

Twitter business basics

Twitter marketing solutions

Contact the Digital Marketing Shared Services team

Don’t forget, if you manage a Twitter account, you must abide by

our Social Media Charter

HubSpot
• Optimised bio includes hashtags

• Recognise and RT key employees

(eg their CTO and CEO) and
influencers which mixes up their
feed
 Facebook

Welcome
Our main Access Facebook page
Checklist for success: Post weekly and focus on creating quality
content that encourages conversation
(@TheAccessGroup) is owned and managed by
Our Charter Brand and Communications. We see steady organic
Optimise your page set up. Our logo will and comments, as well as reactions and
always be our profile picture, but make shares
growth and in the 12 months to Sept 2020, our sure you choose a cover image that
LinkedIn
Facebook community grew by 46%. conveys our brand personality - ask the Facebook loves video … and it loves live
Pick a chapter below by clicking it.
Twitter
Brand team for help. And don’t forget to video even more. Live video is more
We also have a small number of other Facebook likely to appear in your fans’ timelines
Facebook include a Call To Action on the page too
pages owned and managed by Divisional marketing than posts. Video only accounts for 10%
YouTube
teams. These pages are designed to engage specific Populate all the tabs, not just ‘About of our Facebook content but consistently
audiences with content relating to their sector and us’, to encourage exploration of events, drives more engagement than other
Instagram our expertise, eg Access Education. photos and videos - this all adds to content formats
Other platforms engagement which the algorithm loves
More than any other social media platform, Consider setting up Groups and using
Content planning and posting Facebook is ‘pay to play’ for B2B. It’s relatively cheap Add a pinned post to the top of the page, Messenger bots for conversations
to advertise and paid media must be part of any making sure it’s attention-grabbing and
Guidelines & Paid social Facebook strategy, even just to boost organic reach reflects a current campaign or your Facebook also owns WhatsApp,
to our own followers. Instagram and Messenger giving multiple
best practice Measurement and reporting biggest focus area
opportunities for reaching and engaging
Setting up and removing accounts In the 12 months to Sept 2020, 43% of social media Less is more on Facebook and daily our customers. We can leverage this
traffic to our website was from Facebook. posting that does not get any reactions through creating ads and running them
Mergers and Acquisitions
or engagement results in reduced reach. across multiple platforms - a great
What to do when things go wrong chance to test and learn!
Handling the media

Best Practice

Strategy &
Governance Accenture
• Content strategy brings
company values to life, reflecting
community and diversity while
Contact us
also highlighting research and
[email protected]
trend analysis.

• Use of video and video tab

Find out more:

Facebook for business

Marketing on Facebook

Contact the Digital Marketing Shared Services team

Don’t forget, if you manage a Facebook page, you must abide by

our Social Media Charter

Atos Unify
• Content series in varied formats
introduces rebrand and product
launch

• Use of ‘Services’ tab to articulate

offer
 YouTube

Welcome
Our main Access YouTube account is owned and
Checklist for success: Include consistent CTAs in the end
frame/screen. The Brand team can
managed by Brand and Communications. To date,
Our Charter we’ve had over 154k video views on this channel.
Set up playlists that curate and group advise here
videos in a meaningful way to the
LinkedIn audience, such as by industry or subject. Always include closed captions, not
We also have a small number of other YouTube only does this help people with hearing
Pick a chapter below by clicking it. Speak to Jake Atkins for help with this
Twitter accounts owned and managed by divisional impairment, but many people choose to
- Jake manages the channels and has
marketing teams. watch videos without the sound on and
Facebook key best practice insights that can help
optimise your video content. having a written version of your video
It’s well known that YouTube is the second most
YouTube means search engines will recognise it
popular search engine behind Google and that video
Encourage subscribers as new videos will
Instagram is a powerful way to engage with customers and Turn comments on so that you can find
appear in their video stream and they
prospects. Therefore, it’s no surprise that having a out what people think of your videos
Other platforms may also receive an email alert when a
well-crafted, optimised YouTube channel will increase – good and bad – and you can reply to
new video is published
Content planning and posting the likelihood of our videos featuring nearer the top them. It’s social media after all!
of search results on YouTube as well as on Google
Guidelines & Paid social and other search engines.
best practice Measurement and reporting

Best Practice
Setting up and removing accounts

Mergers and Acquisitions

What to do when things go wrong

Handling the media

Barclays
• Well-structured channel with
videos organised into meaningful
playlists

Strategy &
Governance

Contact us
[email protected]

Find out more:

YouTube Creator Academy

Contact the Digital Marketing Shared Services team

Don’t forget, if you manage a YouTube page, you must abide by

our Social Media Charter

GoDaddy
• Multiple channels featuring
regional GoDaddy presence

• Well considered ‘about’ section

with company info overview, plus
links to website and other social
media.
 Instagram

Welcome Best Practice

Access has several Instagram accounts, though has
had limited success in terms of engagement. We
Our Charter know our audience is on Instagram and we know that
B2B companies can be successful in using Instagram
LinkedIn
Pick a chapter below by clicking it.
as part of their social media marketing. Adobe
Twitter
We will create a strategy for Instagram, defining Inspiration and creativity reflects
Facebook our audience and content strategy so that we can brand and culture making this an
YouTube
connect more successfully on this platform. account you want to follow

Instagram

Other platforms
Checklist for success:
Content planning and posting
Posting at least daily is the Instagram
Guidelines & Paid social norm. You must be confident that
you can continually source great visual
best practice Measurement and reporting
content to engage your target audience
Setting up and removing accounts
Make use of Instagram’s features and
Mergers and Acquisitions
functions. IGTV can be used be for long
What to do when things go wrong videos, such as Q&As and how to’s

Handling the media Consider retargeting campaigns to re-

engage customers who have dropped
out of a website journey

At live events, stories are a good

engagement mechanism, although
remember they disappear after 24 hours!
Strategy &
Governance

Contact us
Find out more:
[email protected] Instagram Marketing

Contact the Digital Marketing Shared Services team

Don’t forget, if you manage a Instagram page, you must abide by

our Social Media Charter Mailchimp
• Use Instagram features and
functions to full effect – IGTV,
stories and even their bio
Welcome
Other

Our Charter
LinkedIn
Pick a chapter below by clicking it. Access also has a presence on the following:
Twitter
Vimeo: Access has an account but it’s primarily
Facebook
used for video hosting. Vimeo is a paid service
YouTube and therefore provides different features
and functionality to YouTube, notably around
Instagram
customisable controls and embedding features,
Other platforms privacy and protection.

Content planning and posting Pinterest: Access has a couple of Pinterest sites.
We are evaluating whether these will continue.
Guidelines & Paid social

Remember, if you manage a social media account at

best practice Measurement and reporting
Access, you must abide by our social media charter.
Setting up and removing accounts
Contact the Digital Marketing team if you think you
Mergers and Acquisitions
need a social media account setting up on these or
What to do when things go wrong any other platform.

Handling the media

Strategy &
Governance

Contact us
[email protected]
Welcome
Content planning and Content planning Make sure you know when is the best time of day
to post. Your social media management tool may
posting If you are responsible for an Access social media
account, you need to have a content plan that shows
suggest and schedule this automatically.

Our Charter what you are posting, at what time, on which day, Your plan should be made up of diverse content
types and the posting frequency must be appropriate
who it is targeted at and why you are posting it. In
LinkedIn summary: to the platform. Designing your content around the
Pick a chapter below by clicking it. Social media is not a one-way broadcast. It’s about funnel will help focus your planning.
Twitter • Type of content
engagement, community and conversation.
Don’t forget to use Monday.com to highlight your
Facebook
Content is King and continuously providing quality • Posting day and time campaign and target audience and share your plan
YouTube content to share is the lifeblood of social. If we’re across Access.
working hard to find and engage followers and • Target audience
Instagram
bring them into our community, we mustn’t risk
disengaging them if we’re not providing interesting • KPIs.
Other platforms
content, having conversations or adding value in
Content planning and posting some way.
Guidelines & Paid social
The 80:20 rule is a great way to start developing your Top of funnel content Blog posts
Videos
best practice Measurement and reporting content strategy. Our content must be customer
Designed to create brand awareness and Case studies
focused and solve people’s problems, so: drive web traffic, we want to show our

TOFU
Setting up and removing accounts Infographics
industry expertise and understanding,
Animations
• For 80% of the time, talk about things that are as well as our ability to solve problems by
Mergers and Acquisitions explaining complex things in a simple way Industry news and trends
relevant to your audience. Draw them in with
What to do when things go wrong added value. Share ideas and free resources, around60% Interviews
Featured employees and ‘behind the
ask questions, make Access relevant to them of content should be TOFU
scenes’ life at Access
Handling the media
by solving problems and building a connection Announcements (acquisitions).
for when they really do want to find out about Your audience will need to see a lot of TOFU
our products. Make it sound engaging, that we content before moving into the funnel
understand their issues and can help.
Middle of funnel content Webinars
• For 20% of the time, talk directly about our White papers

Strategy & employees, culture, charity work, events and

products.
High value, in depth content designed to
strengthen relationships with Access, corporate MOFU Thought leadership articles and blogs
Case studies
storytelling about our values and culture (CSR)
Governance
30%
Product demo videos
Remember that we have two overarching goals for around Our industry accolades
our social media and you need to think how your of content should be MOFU
Announcements (new products)
content will help meet these goals:
Contact us
[email protected]
• Increase awareness of Access as a brand and Bottom of funnel content
BOFU
of our products, growing and engaging our Testimonials
communities across different platforms Sales content takes over so content is designed to User guides
prove why Access is right for them How to and product videos
• Generate more leads, accurately attributing to the
relevant campaign and channel.
around 10% Live event videos
Demos
of content
should be BOFU. Set up a meeting

More
 Previous

Welcome
Content planning and
posting
Our Charter
LinkedIn
Pick a chapter below by clicking it. Our brand Using Hashtags Using emojis
Twitter
The Access brand must be prominent and applied Understanding which hashtags your audiences are Brands’ use of emojis has skyrocketed and given that
Facebook we all use them in our personal communications,
consistently across all content. On social media, using can inspire your content, create unexpected
YouTube simple pieces of branding help define Access, such opportunities and give your message a hook to be it makes sense to include them in our social media
as our recognisable colour scheme, the images found by. Don’t forget that people follow hashtags posts.
Instagram too, so this gives a great opportunity to expand your
we use and the videos we produce, as well as our
Other platforms voice and tone. Check out the Brand Book for more reach, grow your followers and engage with a larger
information. community.
Content planning and posting Checklist for success:
Use of Imagery
Guidelines & Paid social
Don’t go mad – and certainly don’t use
best practice Measurement and reporting Our audience on social follow multiple accounts. We Checklist for success: more than three emojis at a time
need to stand out in their timeline. Strong visual
Setting up and removing accounts
content is key to this and we know from our own Keep hashtags relevant to the subject Make sure they make sense and relate
Mergers and Acquisitions results that posts with images have a higher impact to your post – don’t just add a string of
Keep them relevant to the platform – you random emojis for ‘fun’
on CTR than text alone:
What to do when things go wrong can use multiple hashtags on Instagram
• Make sure you’re contextually relevant (don’t use but only one or two on Twitter Don’t make light of serious situations or
Handling the media messages
shaking hands images during Covid)
Don’t use them all the time
• Consistency - use brand colours Make sure you know what they mean.
Don’t just piggy-back on other trends, Check emojipedia if you’re not sure!
• Use our image library or contact @brand for help start your own, particularly for
in sourcing the best image. campaigns, events or specific types
of content, e.g. #AccessAllAreas,
Strategy & Conversation as content #infographic
Governance Look at your popular keywords for ideas
Content on social though isn’t all about designing
the post – it’s also about the comments and to base your hashtags on
conversation. You need to make sure you have
Find out which hashtags are being used
the resources in place to monitor the conversation
Contact us for similar subjects and trends and check
and respond to comments in a timely way. On
[email protected] up on what your competitors are doing.
some platforms, notably Facebook and LinkedIn,
the algorithms are renowned for rewarding timely Some hashtags will need consideration
responses and engaging posts with increased organic from a wider PR perspective before using
reach. Chiming in with a supplementary comment on your posts. Seek advice from Brand
or question will continue the conversation and and Communications before using
humanise our brand. Customers may also have hashtags that relate to politics or current
conversations about us with other customers on our affairs.
social brand pages and elsewhere – you must be
aware of this and engage as appropriate.
Welcome
Paid social

Our Charter
LinkedIn
Pick a chapter below by clicking it. We are working towards centralising paid social Targeting
Twitter
advertising, so it is managed by the Digital Find out more:
Facebook Marketing Shared Services team. This team will Each social media platform has slightly different
work with you to target your audience with the audience selection features, ranging from standard LinkedIn advertising
YouTube appropriate ad format and content for the platform, demographics to job titles, industry sectors, interests
Twitter advertising
optimise your spend, set up the correct tracking and and keywords.
Instagram
analytics and share learning and best practice across Facebook advertising
Other platforms Access. We can find prospects and target them with our
messages at a very granular level throughout the YouTube advertising
Content planning and posting The Digital Marketing team will source and use funnel by building custom audiences, lookalike
agencies to run social campaigns as required. This audiences, targeting competitors and their followers
Guidelines & Paid social
ensures that we continue to coordinate paid media or integrating our own email lists with the platform
Instagram advertising

best practice Measurement and reporting across Access and track and measure campaign to reach our contacts. Contact the Digital Marketing Shared
effectiveness in a consistent way. Services team
Setting up and removing accounts
We can also re-engage customers who have visited
Mergers and Acquisitions Paid social advertising is a key part of our social our website or other digital channels through re-
media strategy and vital in helping us achieve our targeting campaigns.
What to do when things go wrong social media goals:
One of our top audiences is Twitter account followers
Handling the media
• Increase brand awareness and consideration, lookalike.
and for our products - growing and engaging our
communities across different platforms

• Generate more leads, accurately attributing to the

relevant campaign and channel
Checklist for success: Think where you are sending people to - our
Strategy & It takes a long time to build your organic social
CTRs and CPLs are best for guide landing
Avoid targeting the same audience with pages and content pages. Our top CTR on
Governance presence and paid social can quickly help you reach
multiple messages Twitter in FY20 was 3.7%
more of your own followers. On Facebook, boosting
posts to our own followers is necessary in order for Test, learn and optimise. Adjusting copy,
Set clear objectives and standardise your
our content to appear in their timelines. imagery and CTAs during a campaign can lead
metrics to improve campaign comparison
Contact us to huge gains in performance
[email protected] Keep campaigns affordable and manageable
by setting limits based on your objectives, eg Make sure your post and campaign can be
CPC (for web traffic), CPM (for awareness) or tracked in Google Analytics by using our
your budget. As a guide, our CPL benchmarks campaign naming conventions and UTM
are £40-50 for TOFU/MOFU and £120 for allocation tool
BOFU, though our top CPL campaign on
Twitter and LinkedIn in FY20 was <£20 Be sure to avoid or minimise multiple tags on
the website.
 Checklist for success:
Continually optimise. This could mean
As the owner of an Access social media account, boosting an organic post to reach more of
you must: your own followers or adjusting copy or CTAs

Welcome
Measurement and
Set a clear objective. How will your activities Make sure you have a UTM tag to enable
reporting engage your audience and drive action? tracking and attribution

Our Charter Define your audience. Who are you targeting Be creative trialling different content types
and how will your content change based on and formats to see what works best for your
LinkedIn
funnel stage and organic or paid? audience
Pick a chapter below by clicking it. We have two overarching goals for our social media
Twitter
marketing: Define your metrics and understand what Report on the results and share with the
Facebook success looks like DIgital Marketing Shared Services team.
• Increase awareness of Access as a brand and
YouTube of our products, growing and engaging our
communities across different platforms
Instagram

Other platforms
• Generate more leads, accurately attributing to the Goal Metrics
relevant campaign and channel.
Content planning and posting
But we must also have a clear view of how individual
Guidelines & Paid social
social media accounts across different platforms • Followers, page likes, subscribers • Engagement rate
are contributing, as well as individual posts and
best practice Measurement and reporting
campaigns.
• Channel growth • Sentiment
Setting up and removing accounts • Post likes, reactions, shares, RTs, • Share of voice
mentions, comments, views
Mergers and Acquisitions Brand awareness
What to do when things go wrong • Reach

Handling the media

• Website click throughs

• Form fills

• SQLs/MQLs
Strategy &
Lead generation
Governance • Conversions rates

• Cost per lead

Contact us
[email protected]
The Digital Marketing team will share best practice platform or campaigns. Through better coordination
across Access, so we can all learn what’s working and of owned and paid social activities and applying
improve our collective performance. consistency in campaign tracking through UTM
codes, we will advance our social data maturity.
The Digital Marketing team is upgrading our social
data capability to improve platform and campaign
attribution. Currently our Tableau dashboards
attribute only to ‘social’ and do not differentiate More
 Previous

Welcome
Measurement and reporting
Quick reference guide: how it all fits together
Our Charter
LinkedIn
Goal Objective Strategy Tactics Metrics
Pick a chapter below by clicking it.
Twitter
• Followers, page likes,
Facebook • Social media development • Review and consolidate portfolio subscribers
YouTube
• Channel growth
Instagram • Post likes, reactions, shares, RTs,
• Content strategy (always on and • Differentiate audience and con-
[% increase] in community size mentions, comments, views
Other platforms campaign; organic and paid) tent by platform

Content planning and posting

Increase awareness of • Reach
Access as a brand and of • Sentiment
Guidelines & Paid social our products, growing and • Customer segmentation • Personas on social
• Share of voice
best practice Measurement and reporting engaging our communities
across different platforms
Setting up and removing accounts
• Differentiated content for plat-
• Social media development • Post likes, reactions, shares, RTs,
Mergers and Acquisitions form
mentions, comments, views
[% increase] in engagement and
What to do when things go wrong interactions • Cost per engagement
• Content strategy (always on and • Share best practice and calen-
Handling the media
campaign; organic and paid) dars

• Paid social strategy • Lead gen content and formats

Strategy & • Consistent tagging and tracking

[% increase] MQLs/SQLs by social • Website traffic, click through
Governance channel
• Data strategy
of posts and campaigns rate and referrals

Generate more leads, • Form fills, downloads, call backs

accurately attributing to • MQLs, SQLs
• Social media development • Linked In, Twitter, Facebook ads
Contact us the relevant campaign
• Conversion rates
[email protected] and channel
• Cost per lead
• Differentiated content for plat-
• Social media development
form

[% increase] conversion rate

• Share best practice and calen-
• Social content strategy
dars
Welcome
Setting up and removing
accounts
Our Charter
LinkedIn Checklist for success:
Pick a chapter below by clicking it. Our social media accounts do not need to reflect our
Twitter
internal structure and organisation. We are present
Facebook on the platforms that our customers use and our
accounts allow us to engage our target audience and Setting up a new account Removing an account
YouTube build communities around our expertise in particular
markets or sectors. Engage with the Digital Marketing team who The Digital Marketing Shared Services team can
Instagram
must authorise all new accounts assist is removing social media accounts. Accounts
Other platforms Our social media portfolio, listing all our social media may be closed down in order to:
accounts, is maintained by the Digital Marketing Avoid duplication. Check what social media
Content planning and posting Shared Services team. accounts exist already within Access Align an acquisition as part of wider M&A
activity
Guidelines & Paid social
Define the role and purpose of your account
best practice Measurement and reporting Remove duplicate accounts
Be clear how it will contribute to your
Setting up and removing accounts
marketing success, specifying objectives and Remove stagnant accounts which lack
Mergers and Acquisitions KPIs engagement and organic growth

What to do when things go wrong Adhere to our social media charter. Remove dormant accounts with no posting
LinkedIn Twitter Facebook activity.
Handling the media To set up a new LinkedIn Showcase page, an
admin of the main Access Group company page
must create the new Showcase page and then
approve admin access requests to manage it.

Strategy &
Governance YouTube Instagram Other

Contact us
[email protected]
 Mergers and Acquisitions
Welcome

Our Charter Checklist for success:

Access has doubled in size since 2018 and we
LinkedIn continue to expand through the ongoing mergers
Pick a chapter below by clicking it. and acquisitions programme.
Twitter
Benchmark your starting point by recording Consider using paid promotion to boost reach
Facebook As we migrate an acquisition website and digital key metrics about the social media account. to more of your followers. This is especially
marketing activities, we also need to consider their important on Facebook
YouTube social media and decide whether to migrate and Set a timeline for migration and write a plan
merge their accounts with other Access accounts or listing all the activities that will need to take Make sure you’re not running paid social
Instagram
remove them altogether. place across each account on each platform. campaigns encouraging more follows of the
Other platforms Depending on how active and engaged you accounts you’re merging or deleting
We must be consistent across our digital and social and your audience are, this could take three
Content planning and posting ecosystem to support our brand and present a months from start to finish Update your marketing materials and website
relevant, unified face to our audience as well as with the new accounts and handles
Guidelines & Paid social
support the wider commercial M&A strategy. Update the account bio or ‘about’
best practice Measurement and reporting information with details about what’s For dormant/inactive accounts, these are
Our goal when migrating a social media account happening, when and why, as well the new actually ‘dead’ already so are unlikely to
Setting up and removing accounts is to capture as many followers as possible from account that you’d like your connections to require a migration campaign. Make sure you
Mergers and Acquisitions the closing account and migrate them to another follow or where they will be automatically know when the last posts and engagement
account, and to do this in a smooth and effective moved to took place and tailor your migration approach
What to do when things go wrong way. This takes different forms on different accordingly.
platforms. Social media lists cannot be automatically Run a ‘we’re moving’ migration campaign
Handling the media
exported from any platform and the only option is posting content that explains why the
to tell people that you’re moving and hope they see change is being made and when and A migration plan template is available from the
your post and follow the new account. Clearly this is encouraging followers to migrate and follow Digital Marketing team to facilitate migrating your
a big challenge as social media moves fast and posts another Access account. social media. Consult the M&A playbook for detailed
can be easily missed. guidance.
Make sure you include a tag or link to the
Strategy & account that you’d like them to follow or
they’ll be moved to.
Governance
The posting frequency should be in line with
the platform guidance.

Contact us
Use text-based images to quickly reinforce
[email protected] migration details and be more visible in
timelines.

More
 Previous

Mergers and Acquisitions

Welcome
Twitter • You’re an admin of both the pages you want to
Our Charter merge
LinkedIn Twitter doesn’t provide a way to merge accounts,
LinkedIn data or followers. There are no merge tools and, • Your pages have similar audiences and represent
Pick a chapter below by clicking it. LinkedIn provides several different options to update as long as you are an admin, you can do this work the same audience.
Twitter
our presence in line with our evolving organisation: yourself without Twitter’s support or approval.
Facebook You should put a plan together considering these If your merge request is approved, the people who
Acquired status: this is used when we acquire a activities: “like” your pages will be combined, but posts, photos,
YouTube company and it is merged and fully integrated into reviews, ratings and the username will be deleted
Access: • Pinned tweet. Pin a tweet to the top of your from the page you merge. Meaning, the page and all
Instagram
timeline advising followers that you’ve moved or the content you are merging into the ‘master page’
Other platforms • A banner stating ‘company x was acquired by are moving. Leave the pinned tweet in place for will disappear. It is only the followers that will be
The Access Group. To see what’s new, visit xxx’ is three months after closure. added to the ‘master page’.
Content planning and posting automatically added to the acquired company’s
LinkedIn page. • DMs. Consider sending all followers a direct The page you want to keep will remain unchanged,
Guidelines & Paid social
message explaining the migration, the impending except for the addition of people who like the
best practice Measurement and reporting • The acquired company page’s cannot be closure of the account, a link to the new account page that were merged from the other page. The
deactivated and reason why they should follow. This is likely to page you don’t want to keep will be removed from
Setting up and removing accounts
be a manual process so may not be appropriate Facebook, and you won’t be able to unmerge it.
• Followers cannot be migrated to our Access for accounts with large followings.
Mergers and Acquisitions
company page The approval process and merge is relatively quick
What to do when things go wrong Another option is to DM your most influential with most merge requests being accepted or
Affiliated status: this is used when a company is followers to personally invite them to follow the denied within 48 hours of placing the request. It is
Handling the media acquired by Access and continues to function as a new page. imperative that you save all content from the page
separate brand you are merging prior to placing the request.
• Set account to ‘private’: this will stop people
Deactivated status: this is as far as LinkedIn will from following you and prevent you growing an Once the merge has been approved there will be no
go to delete and permanently remove a page. We audience on an account that will soon be inactive. way to access the merged page.
deactivate an acquisition’s page if they have under
100 followers, no active campaigns, no showcase • Delete account: this will be the final action after Rather than merge accounts however, it may be
Strategy & pages or affiliated pages. around three months. better to delete the page or simply unpublish the
Governance Migrating followers: followers cannot be migrated
page:
Facebook
from one page to another following an acquisition. • Deleting a page: if you’re an admin, you can
Facebook provides a way to merge accounts, which delete your page at any time. The page won’t be
Changing the status of your page requires you to be permanently deleted until 14 days have passed
makes the migration process a whole lot easier!
Contact us an admin of the account and you will also need to from the date you deleted it
[email protected]
place a support request with LinkedIn. In order to merge two Facebook pages together you
will need to manually request the merge to Facebook • Unpublishing a page: unpublished pages are
support. You can do this through Facebook only visible to the people who manage the page.
Business Manager. Facebook will only approve the Unpublished pages are hidden from the public,
merge if: including the people who like your page. If you’re
an admin, you can unpublish your page at any
time.
Welcome
What to do when things Clearly some crises are more straightforward to
handle than others. Depending on the crisis, the
go wrong following may need to be involved:

Our Charter • Marketing: owners of social media accounts

across Access will be required to post and respond
LinkedIn in line with the agreed messaging. You may
Pick a chapter below by clicking it. Crises of all kinds could hit at any time and need to pause business as usual activities and
Twitter
social media plays a crucial role in our crisis campaigns across organic and paid social and use
Facebook communications efforts. While we can never plan your social media accounts to keep your audience
for all eventualities, we can make sure that we know informed of developments.
YouTube what to do when things go wrong.
• Legal: providing advice on the communications
Instagram
A crisis can be either an external or internal event. strategy and business impact, especially in the
Other platforms The coronavirus pandemic caused us to revisit our event of a data protection breach. They may also
content strategies and create new and relevant need to approve formal company statements
Content planning and posting content for our audiences. Other types of crisis may
include: • IT: involved if there’s a security breach or if
Guidelines & Paid social
technology is required to manage the situation.
best practice Measurement and reporting • Hacking of brand social media account and DM
spamming of followers
Setting up and removing accounts
• Data centre outage impacting availability of
Mergers and Acquisitions
products and services Checklist for success:
What to do when things go wrong
• Leak of confidential information relating to M&A Make sure you choose platforms and
Handling the media
accounts that make sense for the
• Offensive social media message posted from
situation, e.g. a fire at a data centre may
brand account
require messages on multiple accounts
• Controversial statements by leadership or across LinkedIn, Twitter and Facebook;
employee. whereas a Twitter hack will require
messaging only on the relevant Twitter
Strategy & It’s not possible to separate a crisis on social media account.
from other communications channels and something
Governance that starts on social can quickly spread across other Agree the timing for posts and updates.
channels. If something goes wrong that you believe Let your audience know when to expect
will adversely affect our brand and reputation, you the next update
must advise the Brand and Communications team
Establish a feedback loop so that insights
Contact us and Kate Hassler immediately.
[email protected] can be passed back to the wider crisis
Brand and Communications is responsible for communications team. Setting up specific
coordinating the overall response and liaising with topics in a social listening tool may also
senior leadership. They will assess the situation, be helpful to provide a wider view of
determine the response and key messages and sentiment and conversation analysis.
make sure they are consistently applied across social
media, internal communications, the press and
media.
Welcome
Handling the media

Our Charter
LinkedIn
Pick a chapter below by clicking it. Recognising journalists on social media can be
Twitter
difficult as their social media handles or usernames
Facebook do not necessarily link with the media they
represent.
YouTube
All press and media enquiries should be passed to
Instagram
the Brand and Communications team.
Other platforms

Content planning and posting

Guidelines & Paid social

best practice Measurement and reporting

Setting up and removing accounts

Mergers and Acquisitions

What to do when things go wrong

Handling the media

Strategy &
Governance

Contact us
[email protected]
Welcome
Our social media strategy

Our Charter
At Access, we have a presence across all the major social media platforms. In fact, Supporting marketing objectives
we’ve got over 130 different accounts! While there are pockets of good practice, our
Pick a chapter below by clicking it. social media marketing efforts have grown organically and become fragmented. Social must be an integrated part of our marketing programmes at a divisional and
group level, helping us to acquire new customers, grow lifetime value and build
An audit and assessment of our current capability places us at stage 2 (sharing) of brand advocates. As marketers we recognise that a well-crafted, managed social
Gartner’s Social Marketing Maturity Model. presence will benefit Access in terms of:

• Brand awareness and trust

We are here Social marketing
August 2020 is part of an • SEO
integrated
Social marketing digital marketing
activities, program. • Lead generation
connections Analytics
communicate
Guidelines &
and learnings
Ongoing
are leveraged delivery agains • PR and influencer impact
engagement with business goals;
throughout the
best practice News or other
followers occurs;
campaigns drive
organisation value can be
attributed across • Customer understanding and insight
content shared momentum channels
via established around key
Monitoring brand
community pages themes; focus on • Increased web traffic.
audience building
or campany
dialogue
Our strategy

Roles and responsibilities

Social media and the law

IR E
1 2 3 4 5
Ustomers

ACQ
Monitoring Sharing Engaging Integrating Optimising u

GR
Lif
c
Strategy &

New

eti
me value
OW
Social Marketing Maturity Model. Source: Gartner
Governance
Our
Our ambition customers
Contact us

B
Our ambition is to move up the scale so our social media marketing is best in class,
[email protected]
complementing our wider marketing transformation journey. It will be focused,
r U
I
integrated and optimised with a clear role and purpose for each social media
an
L D

B
account and we will have a comprehensive understanding of its contribution to
marketing objectives.
da
d
vocates

More
 Previous

Welcome
Our social media strategy

Our Charter
The benefits of social only exist if we have a healthy stream of content
designed to engage our audience and that means knowing who our
Pick a chapter below by clicking it. audience is, what platforms they are engaging with and what kind of
content will resonate with them.

Proactive management of our organic and paid social channels,

Employee advocacy Organic social shares
underpinned by initiatives to grow our maturity, advance our
use of social data and improve coordination across Access, will
unlock a powerful social media presence across all stages of
our customer lifecycle.
Advocacy loop
Customer advocacy (Referral) Boosted paid posts
Awareness
Guidelines &
best practice 1

Loyalty Engagement
Loyalty loop
7 2
Our strategy
Ratings & reviews Campaigns
Roles and responsibilities
6 3
Social media and the law Understand
Usage
&
Consider
5 4

Strategy & Onboarding Selection

Governance Customer communities Influencer outreach

Contact us
[email protected] Share widgets Social retargeting

Data
Insight
Content
More
 Previous

Welcome
Our social media strategy

Our Charter
Our goals Fix (3 months)
Pick a chapter below by clicking it. Access has two social media marketing goals: Fix the basics
• Increase awareness of Access as a brand and • Agree individual plans with HoMs tailored to divisional needs
of our products, growing and engaging our
communities across different platforms • Develop approach for core Group channels
• Generate more leads, accurately attributing to the • Start employee social programme to increase focus on brand
relevant campaign and channel. personality and trust

• Tidy up portfolio, remove inactive accounts, review account permissions

and access
Guidelines &
best practice • Benchmark performance and set targets for growth and improvement

Our roadmap • Introduce playbook, share best practice and identify training
requirements.
In order to achieve our ambition and our goals, we’re
Our strategy adopting a Fix -> Build -> Pioneer approach to move
our social media marketing capabilities and activities Build (6 months)
Roles and responsibilities onto the right track to become best in class.
Build on strong foundations
Social media and the law
• Integrate social into digital marketing strategy and develop
digital and social ecosystem

• Develop content strategy for owned and paid social

Strategy & • Develop social data capability, including dashboards,
Governance attribution

• Deep dive into segmentation and persona development

across platforms and accounts
Contact us
[email protected]
Pioneer (6 months +)
Be the best

• Develop social listening and insight programme

• Data strategy development

• Introduce employee and customer advocacy

Welcome
Roles and responsibilities

Our Charter
Digital Marketing Shared Services has Divisional marketing teams are • Share your plans and results with Shared Services.
oversight of all social media accounts responsible for: • Engage and be part of the conversation. It’s not
Pick a chapter below by clicking it.
and activities at Access. This team is just about creating the content and posting it - all
• Defining the role and purpose of their social media
responsible for: accounts and the target audience content and posts must have a purpose and be
designed to elicit an action or a response.
• Setting social media marketing strategy and • Day to day management of their social media
direction accounts, including content planning, creation, Permissions and access
posting, measurement and reporting
• Maintaining the portfolio of all social media The Digital Marketing team maintains our social
accounts at Access • Managing both organic and paid social activities media portfolio, detailing the named owner of every
and campaigns account as well as who has access to it. Where a
• Authorising all new social media accounts user’s own social media needs to be linked with a
Guidelines & • Engaging with and responding to comments relevant Access account, this must be in line with the
• Running all paid social advertising across Access
best practice terms and conditions of that particular platform.
• Sharing plans and results with Shared Services.
• Coordinating the sharing of best practice and
results Password management
Account ownership
• Day to day management of Group social media Passwords should be changed quarterly and the
Our strategy Every social media account has a named owner, same passwords should not be used across multiple
accounts
typically this will be the Head of Marketing. As the accounts. In line with best practice, passwords
Roles and responsibilities owner of the account, you must:
Shared Services regularly audits our social media should be complex using a combination of letters,
Social media and the law portfolio to ensure all our accounts are active. numbers and symbols. This helps protect us from
Remedial action will be taken against accounts that: • Ensure the appropriate resource is in place to hackers.
manage the account:
• Do not post regularly In certain circumstances, passwords will need to be
Time must be devoted every day and week changed more frequently:
• Are stagnant with no organic growth to managing your accounts – it is your
Strategy & responsibility • If a hack occurs, passwords must be changed
Governance • Do not engage with their followers and community
Expertise: training and support is available to
immediately

• Duplicate other accounts. make sure you’re equipped to run your social • If an admin leaves, passwords need to be changed.
media accounts. Contact the Digital Marketing
This quality control helps minimise negative brand team for help and advice
Contact us
impact resulting from a fragmented social presence
[email protected]
which causes confusion for our audiences. Budget: you will need dedicated budget to
create content, boost organic reach and run
paid social campaigns. Social is not free.

• Have a content plan in place appropriate to the

platform. You must be clear about how your
activities will appeal to your audience and help
you meet your objectives and will be expected to
measure and report on the results.
Welcome
Social media and the law

Our Charter
Social media litigation is increasing and we need to The sort of things that can go wrong include:
make sure that we know enough about the law as it
Pick a chapter below by clicking it. applies to social media in order to protect ourselves. • Copyright infringement and misuse of trademarks,
such as using branded gifs and images
As responsible marketers running social media
accounts and advertising, you must make sure you • Misguided endorsement of third-party content.
follow the rules and are familiar with the official You must be able to substantiate any claims you
legislation as well as industry codes and platform make and the ASA sees a retweet or share as an
rules: endorsement. Make sure you fully consider the
implications of the content you share
• Legislation: GDPR as it applies to social media.
Read the DMA’s comprehensive guide to Social • GDPR infringement, i.e. using customer data for a
Media, GDPR and Data. different purpose than it was collected for. Make
Guidelines & sure you are explicit when asking for marketing
best practice • Industry codes: The Committee of Advertising
Practice (CAP) is the sister organisation to the
consent that you will use this data for social media
as well and that you are clear about how you are
Advertising Standards Authority (ASA), the UK’s using data collected from social networks
advertising regulator. Read this useful summary
of how the CAP code relates to owned channels, • Accidental disclosure of confidential information
Our strategy paid social, influencers and user generated
content. • Defamatory comments about your competitors.
Roles and responsibilities
• Platform rules: familiarise yourself with the For more information, contact Digital Marketing.
Social media and the law Terms of Use for each platform you are using:

• LinkedIn

• Twitter
Strategy &
• Facebook
Governance
• YouTube

• Instagram
Contact us
[email protected]
Contact us

The Brand and Communication team at:

[email protected]

The Digital Marketing team at:

[email protected]