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Building Your Online Honeypot

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Social media for B2Bs - Jon & Tash's talk from Britsol & Bath Marketing Network, Bath, 28th November 2013

Social media for B2Bs - Jon & Tash's talk from Britsol & Bath Marketing Network, Bath, 28th November 2013

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  • Conversations, contact form submissions
  • More likes, followers or interactions?
  • Conversations, contact form submissions
  • http://www.flickr.com/photos/worldizen/4563405626/sizes/l/in/photostream/ / http://www.flickr.com/photos/dekcuf/6441085947/ / http://www.flickr.com/photos/guysie/6958087062/
  • http://blog.hubspot.com/blog/tabid/6307/bid/33284/14-Unique-Types-of-Content-Every-Marketer-Should-Try.aspx
  • http://upload.wikimedia.org/wikipedia/commons/0/01/February_calendar.jpg
  • http://www.flickr.com/photos/patloika/9371919726/
  • http://www.flickr.com/photos/doctorow/5453511169/
  • http://www.flickr.com/photos/ramsd/5933053057/sizes/l/in/photostream/
  • Outline the key performance indicators (KPIs) that indicate success
  • Outline the key performance indicators (KPIs) that indicate success

Transcript

  • 1. Questions? Tweet @NoisyMonkey
  • 2. BUILDING YOUR ONLINE HONEYPOT B&BMN
  • 3. NOISY LITTLE MONKEY SEARCH & SOCIAL MEDIA MARKETING • With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales Specialising in online activity, maximising conversions from offline
  • 4. CLEVER MONKEYS “Highly Commended” in Dadis and Winner of “Best Innovation” in GR for a campaigns featuring UGC on YouTube, Facebook, Twitter, Google+
  • 5. CLIENT R.O.I. AUDIENCE REACH CONTENT
  • 6. YOU ARE GOING TO #FAIL
  • 7. • After 2 weeks at NLM was managing the social media channels for a global shipping company = lasted 3 months • Forgot to add an „end date‟ to Facebook ad campaign = spent waaay too much money. • Posted an outdated England football team photo on clients Facebook page. #EPICFAIL
  • 8. • Used clever demographic / geographic targeting the Taliban on a client‟s Facebook page. The client was the US Army, based in Afghanistan. • Accidentally spent £6,000 on AdWords in a weekend = absolute zero ROI • Only this week, broke Google for hundreds of people in Bristol #EPICFAIL
  • 9. WHY DID WE #FAIL? WE DIDN‟T PLAN WE DIDN‟T DO OUR RESEARCH WE DIDN‟T KNOW OUR AUDIENCE
  • 10. WHO IS THE BOSS? UNDERSTANDING YOUR CLIENT
  • 11. CC Daquella Manera
  • 12. WHAT ARE YOUR GOALS? CC: Willy D
  • 13. WHAT ARE YOUR GOALS? CC : CC Daquella Manera Andreas Ivarsson
  • 14. THIS PROBABLY ISN’T IT WE ARE NOT MILLIONAIRES You can follow us too: @NoisyMonkey
  • 15. CC Photo Ecology
  • 16. CC Phalinn
  • 17. https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-top-conversionpaths/
  • 18. CC: Private Manning Support Network
  • 19. WELL.I.AM NOT YOUR CLIENT. Pic: http://morningshow.hu/taboo-kontra-will/
  • 20. BUT YOU NEED A LITTLE OF ME Pic: a wanker
  • 21. CC Daquella Manera
  • 22. CC: Willy D WHAT ARE YOUR GOALS?
  • 23. Engaging content is usually entertaining or engaging in and of itself Thanks Hannah Smith
  • 24. TO WRITE ENGAGING CONTENT THAT APPEALS TO YOUR AUDIENCE YOU FIRST NEED TO….
  • 25. KNOW YOUR AUDIENCE STYLE & PERSONAS
  • 26. Who are you writing for? What are their goals? What are they interested in? How can you help? CC dreamsjung:
  • 27. Vicky - 25 Dan - 30 IT Journalist Developer (agency based) Sarah – Aged 40 IT Director Challenges: Being ahead of the latest geek trends, stock news, tech gossip, being found out. Challenges: Work / Life (18 month old kid) Productivity The new boy is better than me Challenges: Budgets Reliable Infrastructure Managing geeks Wants: Google Glass, Bylines in the nationals, her big break. Wants: Productivity Tools, management advice, Google Glass, to be entertained Wants: Straight forward language Reliable data Facts figures Reads netmums, nhs direct, Stackoverflow, Wired, Oatmeal, xkcd Reads The Register, Seth Godin, Homes & Gardens, the headlines on the gutter press Uses r/tech, Facebook Uses Email. BBC apps Reads The Register, Guardian Tech, gizmodo, TC, Mashable, Buzzfeed, NextWeb Uses r/tech, Google+, Twitter & Facebook CC: Wordlizen, Dekcuf, GuySie
  • 28. VICKY FEELS TEARY WHEN 5 YEAR OLD MILES WINS THE INTERNET
  • 29. Source: Buzzfeed
  • 30. DAN LAUGHS READING COMICS ABOUT NO PANTS
  • 31. Source: Oatmeal
  • 32. SARAH GOSSIPS ABOUT BROADSHEET TITBITS
  • 33. Source: The Guardian
  • 34. PLAN THE WHAT & WHEN YOUR BREAD & BUTTER (WITH A DASH OF JELLY BEANS)
  • 35. CREATE A CONTENT CALENDAR CC: Will Keightley
  • 36. DON’T EXPECT YOUR CONTENT TO GO VIRAL
  • 37. FIND YOUR BREAD & BUTTER CONTENT THE STAPLE THAT KEEPS YOU GOING CC:JD Hancock
  • 38. JELLY BEAN CONTENT A SHORT LIVED RUSH THAT YOU CAN‟T SURVIVE ON ALONE CC: Stefan Schausberger
  • 39. Create a Content Calendar
  • 40. VERBOSITY & REGULARITY AND GEEKITY
  • 41. WHERE? ON YOUR SITE! ELSE, WHERE WILL PEOPLE WHO FOLLOW YOU GO? • Social media works best when there is some meat on the bone • WordPress is the best • Your web designer will love it IT NEEDS TO BE: • • • • • On www.<yoursite>/blog Updated regularly Give useful information Contain unique insights / perspective / news Running the Yoast SEO plug in http://wordpress.org/ http://yoast.com/wordpress/seo/
  • 42. You may not use another platform People recognise WordPress and use it easily. Google loves it
  • 43. You may not stick with what you have Unless it is WordPress
  • 44. Social media will not work effectively without it Srsly.
  • 45. I don‟t make any commission It‟s free.
  • 46. CHOOSE AN ADAPTIVE DESIGN Because people get their social on from smart phones
  • 47. QDF ASK @MATTCUTTS Fact: http://www.youtube.com/watch?v=QyFlIhruda4
  • 48. GET YOUR SOCIAL META TAGS SORTED http://moz.com/blog/meta-data-templates-123
  • 49. WHO’LL SHARE STUFF FOR YOU?
  • 50. WE WILL! CC: Pat Loika
  • 51. SOMETIMES YOU’LL HAVE TO GO TO PEOPLE
  • 52. https://twitter.com/Science_Bristol
  • 53. RESEARCH BRAND AMBASSADORS
  • 54. Create a Content Calendar
  • 55. https://followerwonk.com/
  • 56. #Lanyards
  • 57. CONVERSATIONS NOT BROADCAST VARY YOUR CONVERSATION ONLINE
  • 58. HOW DO YOU SEE THE WORLD? IT SCROLLS BY
  • 59. MAKE SURE YOUR CONTENT STANDS OUT CC: Dean McCoy
  • 60. USE PICTURES TO STOP THE SCROLL CC: Wiki
  • 61. This? BEFORE AFTER @Tashsb
  • 62. CC: Cory Doctorow DON‟T FORGET ABOUT THE DESCRIPTION
  • 63. Mobile devices show content differently
  • 64. CC: MIKI Yoshihito THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE?
  • 65. HOW DO I GET REACH RIGHT NOW?
  • 66. GRAPHS FROM FB / TWITTER It rarely leads to immediate conversions – great for scaling up
  • 67. THIS IS FOR DICKS THEN, NOW, ALWAYS http://jenegrete.wordpress.com/2013/10/15/12-reasons-to-not-fall-in-the-followback-trend/
  • 68. FOR REAL FOLLOWS
  • 69. GIVE THEM SOMETHING THEY CAN FEEL CC: Dennis Skley
  • 70. PLAN, DO, REVIEW, IMPROVE
  • 71. A/B Testing by Amelia Showalter
  • 72. WHEN YOU CREATE LINK BACK TO YOUR SITE & MEASURE SUCCESS Our first Google Chrome Extension (it‟s free) @MrJonPayne
  • 73. MEASURE SOCIAL GOOGLE ANALYTICS SUCKS SOMETIMES No set up. Share shortened links. Data shows up in Google Analytics. @MrJonPayne
  • 74. LETS TEST SOME STATS
  • 75. We have a 50% conversion rate for this event - Half of you came from a Google search* 1/5 of you visit our website regularly* 1/5 of you followed a link from social* Remainder came from email / event brite* *Based on all of the traffic to our website.
  • 76. - Looking at just the conversions for the EventBrite page in isolation, you came from Twitter or Facebook or from an email. What happened on Nov 19th
  • 77. TO BUILD YOUR ONLINE HONEYPOT TAKEAWAYS • Know your client and know how you‟re going to measure their goals • Create detailed personas • Plan your content – What will your personas want to read? • Be disruptive. STOP THE SCROLL • Shorten & track shares of content from your site Lastly, PLAN, DO, REVIEW & IMPROVE @MrJonPayne
  • 78. Questions? Tweet @NoisyMonkey