Questions? Tweet @NoisyMonkey
BUILDING YOUR ONLINE HONEYPOT
B&BMN
NOISY LITTLE MONKEY
SEARCH & SOCIAL MEDIA MARKETING
• With a unique hybrid of search optimisation, social media
marketing,...
CLEVER MONKEYS

“Highly Commended” in Dadis and Winner of “Best Innovation” in GR for a
campaigns featuring UGC on YouTube...
CLIENT

R.O.I.

AUDIENCE

REACH

CONTENT
YOU ARE GOING TO #FAIL
• After 2 weeks at NLM was managing
the social media channels for a global
shipping company = lasted 3 months
• Forgot to ...
• Used clever demographic / geographic
targeting the Taliban on a client‟s
Facebook page. The client was the US
Army, base...
WHY DID WE #FAIL?
WE DIDN‟T PLAN
WE DIDN‟T DO OUR RESEARCH
WE DIDN‟T KNOW OUR AUDIENCE
WHO IS THE BOSS?
UNDERSTANDING YOUR CLIENT
CC Daquella Manera
WHAT ARE YOUR GOALS?

CC: Willy D
WHAT ARE YOUR GOALS?

CC : CC Daquella Manera
Andreas Ivarsson
THIS PROBABLY ISN’T IT
WE ARE NOT MILLIONAIRES

You can follow us too: @NoisyMonkey
CC Photo Ecology
CC Phalinn
https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-top-conversionpaths/
CC: Private Manning Support Network
WELL.I.AM NOT YOUR CLIENT.

Pic: http://morningshow.hu/taboo-kontra-will/
BUT YOU NEED A LITTLE OF ME

Pic: a wanker
CC Daquella Manera
CC: Willy D

WHAT ARE YOUR GOALS?
Engaging content is usually entertaining or engaging in and of itself
Thanks Hannah Smith
TO WRITE ENGAGING CONTENT THAT APPEALS TO YOUR AUDIENCE YOU
FIRST NEED TO….
KNOW YOUR AUDIENCE
STYLE & PERSONAS
Who are you writing for?
What are their goals?
What are they interested in?
How can you help?

CC dreamsjung:
Vicky - 25

Dan - 30

IT Journalist

Developer (agency based)

Sarah – Aged 40
IT Director

Challenges:
Being ahead of the...
VICKY FEELS TEARY
WHEN 5 YEAR OLD MILES WINS THE INTERNET
Source:
Buzzfeed
DAN LAUGHS
READING COMICS ABOUT NO PANTS
Source:
Oatmeal
SARAH GOSSIPS ABOUT
BROADSHEET TITBITS
Source: The
Guardian
PLAN THE WHAT & WHEN
YOUR BREAD & BUTTER
(WITH A DASH OF JELLY BEANS)
CREATE A CONTENT CALENDAR

CC: Will Keightley
DON’T EXPECT YOUR CONTENT TO GO VIRAL
FIND YOUR BREAD & BUTTER CONTENT
THE STAPLE THAT KEEPS YOU GOING

CC:JD Hancock
JELLY BEAN CONTENT
A SHORT LIVED RUSH THAT
YOU CAN‟T SURVIVE ON ALONE

CC: Stefan Schausberger
Create a Content Calendar
VERBOSITY & REGULARITY
AND GEEKITY
WHERE? ON YOUR SITE!
ELSE, WHERE WILL PEOPLE WHO FOLLOW YOU GO?
• Social media works best when there is some meat on the b...
You may not use another platform
People recognise WordPress and use it easily. Google loves it
You may not stick with what you have
Unless it is WordPress
Social media will not work effectively without it
Srsly.
I don‟t make any commission
It‟s free.
CHOOSE AN ADAPTIVE DESIGN

Because people get their social on from smart phones
QDF
ASK @MATTCUTTS

Fact: http://www.youtube.com/watch?v=QyFlIhruda4
GET YOUR SOCIAL META TAGS SORTED

http://moz.com/blog/meta-data-templates-123
WHO’LL SHARE STUFF FOR YOU?
WE WILL!

CC: Pat Loika
SOMETIMES YOU’LL HAVE TO GO TO PEOPLE
https://twitter.com/Science_Bristol
RESEARCH BRAND AMBASSADORS
Create a Content Calendar
https://followerwonk.com/
#Lanyards
CONVERSATIONS NOT BROADCAST
VARY YOUR CONVERSATION ONLINE
HOW DO YOU SEE THE WORLD?
IT SCROLLS BY
MAKE SURE YOUR CONTENT STANDS OUT

CC: Dean McCoy
USE PICTURES TO STOP THE SCROLL

CC: Wiki
This?

BEFORE

AFTER

@Tashsb
CC: Cory Doctorow

DON‟T FORGET ABOUT THE DESCRIPTION
Mobile devices show content differently
CC: MIKI Yoshihito

THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE?
HOW DO I GET REACH RIGHT NOW?
GRAPHS FROM FB / TWITTER

It rarely leads to immediate conversions – great for scaling up
THIS IS FOR DICKS
THEN, NOW, ALWAYS

http://jenegrete.wordpress.com/2013/10/15/12-reasons-to-not-fall-in-the-followback-tr...
FOR REAL FOLLOWS
GIVE THEM SOMETHING THEY CAN FEEL

CC: Dennis Skley
PLAN, DO, REVIEW, IMPROVE
A/B Testing by Amelia Showalter
WHEN YOU CREATE
LINK BACK TO YOUR SITE & MEASURE SUCCESS

Our first Google Chrome Extension (it‟s free)
@MrJonPayne
MEASURE SOCIAL
GOOGLE ANALYTICS SUCKS SOMETIMES

No set up. Share shortened links. Data shows up in Google Analytics.
@MrJ...
LETS TEST SOME STATS
We have a 50% conversion rate for this event
-

Half of you came from a Google search*
1/5 of you visit our website regula...
- Looking at just the conversions for the EventBrite
page in isolation, you came from Twitter or Facebook
or from an email...
TO BUILD YOUR ONLINE HONEYPOT
TAKEAWAYS
• Know your client and know how you‟re going to measure their
goals
• Create detai...
Questions? Tweet @NoisyMonkey
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
Building Your Online Honeypot
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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

Published in: Social Media, Technology, Business
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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
  • Building Your Online Honeypot

    1. 1. Questions? Tweet @NoisyMonkey
    2. 2. BUILDING YOUR ONLINE HONEYPOT B&BMN
    3. 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. 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. 5. CLIENT R.O.I. AUDIENCE REACH CONTENT
    6. 6. YOU ARE GOING TO #FAIL
    7. 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. 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. 9. WHY DID WE #FAIL? WE DIDN‟T PLAN WE DIDN‟T DO OUR RESEARCH WE DIDN‟T KNOW OUR AUDIENCE
    10. 10. WHO IS THE BOSS? UNDERSTANDING YOUR CLIENT
    11. 11. CC Daquella Manera
    12. 12. WHAT ARE YOUR GOALS? CC: Willy D
    13. 13. WHAT ARE YOUR GOALS? CC : CC Daquella Manera Andreas Ivarsson
    14. 14. THIS PROBABLY ISN’T IT WE ARE NOT MILLIONAIRES You can follow us too: @NoisyMonkey
    15. 15. CC Photo Ecology
    16. 16. CC Phalinn
    17. 17. https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-top-conversionpaths/
    18. 18. CC: Private Manning Support Network
    19. 19. WELL.I.AM NOT YOUR CLIENT. Pic: http://morningshow.hu/taboo-kontra-will/
    20. 20. BUT YOU NEED A LITTLE OF ME Pic: a wanker
    21. 21. CC Daquella Manera
    22. 22. CC: Willy D WHAT ARE YOUR GOALS?
    23. 23. Engaging content is usually entertaining or engaging in and of itself Thanks Hannah Smith
    24. 24. TO WRITE ENGAGING CONTENT THAT APPEALS TO YOUR AUDIENCE YOU FIRST NEED TO….
    25. 25. KNOW YOUR AUDIENCE STYLE & PERSONAS
    26. 26. Who are you writing for? What are their goals? What are they interested in? How can you help? CC dreamsjung:
    27. 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. 28. VICKY FEELS TEARY WHEN 5 YEAR OLD MILES WINS THE INTERNET
    29. 29. Source: Buzzfeed
    30. 30. DAN LAUGHS READING COMICS ABOUT NO PANTS
    31. 31. Source: Oatmeal
    32. 32. SARAH GOSSIPS ABOUT BROADSHEET TITBITS
    33. 33. Source: The Guardian
    34. 34. PLAN THE WHAT & WHEN YOUR BREAD & BUTTER (WITH A DASH OF JELLY BEANS)
    35. 35. CREATE A CONTENT CALENDAR CC: Will Keightley
    36. 36. DON’T EXPECT YOUR CONTENT TO GO VIRAL
    37. 37. FIND YOUR BREAD & BUTTER CONTENT THE STAPLE THAT KEEPS YOU GOING CC:JD Hancock
    38. 38. JELLY BEAN CONTENT A SHORT LIVED RUSH THAT YOU CAN‟T SURVIVE ON ALONE CC: Stefan Schausberger
    39. 39. Create a Content Calendar
    40. 40. VERBOSITY & REGULARITY AND GEEKITY
    41. 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. 42. You may not use another platform People recognise WordPress and use it easily. Google loves it
    43. 43. You may not stick with what you have Unless it is WordPress
    44. 44. Social media will not work effectively without it Srsly.
    45. 45. I don‟t make any commission It‟s free.
    46. 46. CHOOSE AN ADAPTIVE DESIGN Because people get their social on from smart phones
    47. 47. QDF ASK @MATTCUTTS Fact: http://www.youtube.com/watch?v=QyFlIhruda4
    48. 48. GET YOUR SOCIAL META TAGS SORTED http://moz.com/blog/meta-data-templates-123
    49. 49. WHO’LL SHARE STUFF FOR YOU?
    50. 50. WE WILL! CC: Pat Loika
    51. 51. SOMETIMES YOU’LL HAVE TO GO TO PEOPLE
    52. 52. https://twitter.com/Science_Bristol
    53. 53. RESEARCH BRAND AMBASSADORS
    54. 54. Create a Content Calendar
    55. 55. https://followerwonk.com/
    56. 56. #Lanyards
    57. 57. CONVERSATIONS NOT BROADCAST VARY YOUR CONVERSATION ONLINE
    58. 58. HOW DO YOU SEE THE WORLD? IT SCROLLS BY
    59. 59. MAKE SURE YOUR CONTENT STANDS OUT CC: Dean McCoy
    60. 60. USE PICTURES TO STOP THE SCROLL CC: Wiki
    61. 61. This? BEFORE AFTER @Tashsb
    62. 62. CC: Cory Doctorow DON‟T FORGET ABOUT THE DESCRIPTION
    63. 63. Mobile devices show content differently
    64. 64. CC: MIKI Yoshihito THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE?
    65. 65. HOW DO I GET REACH RIGHT NOW?
    66. 66. GRAPHS FROM FB / TWITTER It rarely leads to immediate conversions – great for scaling up
    67. 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. 68. FOR REAL FOLLOWS
    69. 69. GIVE THEM SOMETHING THEY CAN FEEL CC: Dennis Skley
    70. 70. PLAN, DO, REVIEW, IMPROVE
    71. 71. A/B Testing by Amelia Showalter
    72. 72. WHEN YOU CREATE LINK BACK TO YOUR SITE & MEASURE SUCCESS Our first Google Chrome Extension (it‟s free) @MrJonPayne
    73. 73. MEASURE SOCIAL GOOGLE ANALYTICS SUCKS SOMETIMES No set up. Share shortened links. Data shows up in Google Analytics. @MrJonPayne
    74. 74. LETS TEST SOME STATS
    75. 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. 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. 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. 78. Questions? Tweet @NoisyMonkey

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