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From Tash & Jon's talk at the Clifton Club, 11.06.2013

From Tash & Jon's talk at the Clifton Club, 11.06.2013

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Clifton Club Talk Clifton Club Talk Presentation Transcript

  • Social Media – how to tame the beastJon Payne and Natasha Baldwin – Noisy LittleMonkeyTuesday 11th June 2013
  • FOUNDERDirect MarketingConsultancyMartin Wright Associates is a direct marketing consultancyworking with Agencies and Clients customer journeytransformation, loyalty andretention. Martinwrightassociates.co.uk
  • SPONSORSGroup Sponsor- Pay-Per-Click (PPC) consultancy based in Bath.Delivering accountable PPC traffic, leads andsales. Client advertising across Google, Yahoo,Bing, Facebook and LinkedIn. Contact DanFallon on 01225 583838 or dan@search-star.co.ukEmail Services SponsorPlease speak to Paul Moloney ofCoastAMS for all your email and onlinemarketing needs paul@coastams.co.uk.
  • Event Management SponsorCutting edge of integrated media publishing.Contact Duncan Wilde for all social media sites,magazines and directory needs onduncan.wilde@wildfirecomms.co.ukProject Graphics. 2D and 3D visual communicationexperts. Contact Andy Nottingham and Alex Pocock on0117 9565559Venue SponsorBRISTOL SPONSORS
  • Event Host- Bruce Hall Management Strategies.- Working with business owners to develop andimplement optimum business succession strategies.- Contact simon@brucehall.co.ukBRISTOL SPONSORS
  • Event Host- Working with entrepreneurs and business ownersto expand their business; consult, coach, mentor.Please contact Rob Hook onrobh@businesscopilot.co.ukBATH SPONSORS
  • Clifton Club,22 The Mall,CliftonSecondTuesday ofevery monthNext BristolEvent: 9th July2013Why wontmy people bemorecreative?MargaretHeffernan –author,blogger,academic,entrepreneurBRISTOL EVENTS
  • •Last Thursday of every month•Next Bath event: June 27th•5:30 PM to 8:00 PMHilton Hotel,Walcott Street, Bath.Unleash the power of webinarsGlenn Bridges, The Reel MarketerWebinars have helped companies produce 1 months revenue in 90-minutes simply byentertaining, educating, and inspiring the audience. If youre interested in discoveringsomething new and effective to add to your content marketing toolbox, this will be anessential event for you.BATH EVENTS
  • FUTURE SPEAKERSWhat are thebenefits?Great way to get yourthoughts organisedGreat way todemonstrate yourknowledge andexpertisePeople will listen toyouAre youinterested?
  • The Monkees
  • TONIGHT’S TALKSocial Media –how to tamethe beastJon Payne andNatashaBaldwinBut we alsohave jobs torun and a lifeto leadthe excitingbuckingbronco of arapidlychangingpublishingindustry.How can wecommunicateeffectively andstill have fun?We are delugedby demands tobe constantlycommunicating
  • SOCIAL MEDIA FOR YOUR BUSINESSSHEPTON MALLET CHAMBER OF COMMERCESOCIAL MEDIAHOW TO TAME THE BEAST
  • NOISY LITTLE MONKEYSpecialising in professional, financial and legal service sectorsSEARCH & SOCIAL MEDIA MARKETING@MrJonPayne
  • Over 80 businesses, charities and gov’t bodies in EU, USA & AfricaWHO’D TRUST A MONKEY?
  • facebooktwitterpinterestgoogle+roi@MrJonPayne
  • YOU WILL NOT ASK QUESTIONS NOWhttp://www.flickr.com/people/38375554@N05/YOU WILL REMEMBER THEM@MrJonPayne
  • YOU WILL VIEW THESE SLIDES ONLINEhttp://www.flickr.com/people/38375554@N05/AND GIVE US SOME FEEDBACK (PLEASE)@MrJonPayne
  • WHY GET SOCIAL?@MrJonPayne
  • gBECOME A LEBEOUF BRANDBe here, be there, be every-flipping-where.
  • Talk about brand loyaltyCUSTOMERS INTO BELEIBERS
  • It’s So SpreadableYour audience is already segmented into groups who’ll spread different elements of your message
  • FOR MARKET INTELLIGENCELearn what people are saying about your brand, your competitorsRespond accordingly
  • gAUTHORITYSeed content that gets shared by, mentioned by and links from real people will get you rank on Google
  • THINK ABOUT YOUR AUDIENCE@MrJonPayne
  • WHO ARE THE PASSIONATE ONES?These will share your content and brand messages. They may not actually be the people who buy themost, but they’re noisy and have influence over…
  • The rest of us
  • TAMING THE BEASTREQUIRES A LITTLE ORGANISATION@MrJonPayne
  • HOW DO I FIT IT ALL IN?Stock articles are those which are key to how your organisation helps people, flow arethose which relate to current events. Planning is key to actually getting it done.STOCK & FLOW
  • QUESTIONIS YOUR ORGANISATION ON FACEBOOK?@MrJonPayne
  • QUESTIONIS THERE ANY BENEFIT TO HAVING YOURORGANISATION ON FACEBOOK?@MrJonPayne
  • IF THE AREA OF THISSLIDE REPRESENTS ALLTHE TRAFFIC ONTHE INTERNET@MrJonPayne
  • http://mashable.com/2010/11/19/facebook-traffic-stats/Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founderTHIS MUCHIS FACEBOOK@MrJonPayne
  • Some 45 billion web pageshttp://www.worldwidewebsize.com/45 billion otherweb pages arefighting over theremainder@MrJonPayne
  • http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Power_of_Like_CPGTHIS IS HOWMUCH TIME ISSPENT ONTHENEWSFEED@MrJonPayne
  • You do the math(s).THIS IS HOWMUCH TIME ISSPENT ONTHENEWSFEED@MrJonPayneYOU NEED TO BE INNEWSFEEDS
  • You do the math(s).@MrJonPayne
  • FACEBOOK IS TESTING A SEARCH ENGINE@MrJonPayne
  • Users search for stuff and it gives them answers based on their historic timelineand those of their friends @MrJonPayne
  • And the friends of their friends.@MrJonPayne
  • Be this guy.@MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGEBE FIRST TO THE PARTY@MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGEBE FIRST TO THE PARTYI likethis@MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGEBE FIRST TO THE PARTYI likethis@MrJonPayne
  • OK.THAT’S THE FOUNDATION@MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGEBE FIRST TO THE PARTYENGAGE@MrJonPayne
  • IMAGES & VIDEO@MrJonPayne
  • A great Facebook page shares cool images and video that are of interest to itsaudience@Tashsb
  • This?@Tashsb
  • Photos on Facebook generate 53% more likes:http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-NEW-DATA.aspx@Tashsb
  • Lots of weight / EdgeRank@Tashsb
  • You can curate other people’s photos, it’s not all about you… But remember toinclude a description…@Tashsb
  • Descriptions: Make sure to add locations/ people and accurately describe theimage.@Tashsb
  • You are trying to attract the click, keep the descriptions short and sweet: Think of yourself as a sub editorof the Sun or Daily Mail – It’s all about the headlines
  • Timing – Post when your audience will most likely be online@Tashsb
  • MEASURE WHAT WORKSIT’S EASY – THERE’S FACEBOOK INSIGHTS@MrJonPayne
  • WHEN YOU CREATEOur first Google Chrome Extension (it’s free)LINK BACK TO YOUR SITE & MEASURE SUCCESS@MrJonPayne
  • REPEAT WHAT WORKSNo set up. Share shortened links. Data shows up in Google Analytics.IMPROVE WHAT DOESN’T@MrJonPayne
  • BE PART OF THE TWITTERATIAND TALK THE TALK ON TWITTER@MrJonPayne
  • QUESTIONARE YOU ON TWITTER?@MrJonPayne
  • QUESTIONWHEN DID YOU TWEET LAST?@MrJonPayne
  • NOT COLD CALLINGNo set up. Share shortened links. Data shows up in Google Analytics.MENTIONS@MrJonPayne
  • NOT COLD CALLINGWe love Cat – She’s ace.YOU’LL GET BANNED FOR SPAM@MrJonPayne
  • NOT ME ME MEREMEMBER – YOU, WE, ME@MrJonPayne
  • SOLVE PROBLEMSCUSTOMER SERVICE@MrJonPayneThis is a hootsuite screenshot. More later 
  • HOOTSUITELISTEN@MrJonPayneSmile, Ask, Listen, Educate… Sell…?
  • 140 CHARACTERS?NOT ON YOUR NELLY. KEEP IT TO 100 OR LESS@MrJonPayne
  • WHY SO SHORT?It gets easier with practiceFOR SHARES!• 100 characters leaves enough room for RT<twittername> & acomment• Also – put links towards the beginning or in the middle with no# or mentions if you want a better CTR@MrJonPayne
  • YOU CAN BE MYSTERIOUS & FUNNYOnly 28 characters in the best headline ever, 29 if you include the protagonistAND SHORT@Tashsb
  • BUILD YOUR AUDIENCEHootsuite and SocialBro can help you schedule tweets and give you lots morebesidesFOR SHARES!• Curate to demonstrate expertise:– Share other people’s / brand’s stuff– Say why you like it• Schedule your tweets– For when your audience is awake– For when they’re lookingFree tools!@MrJonPayne
  • A TWEET HAS A SHORT LIFE2.8 hours is the half life of a tweet: http://searchengineland.com/why-second-chance-tweets-matter-after-3-hours-few-care-about-socially-shared-links-92125RECYCLE THEM AT LEAST 6 TIMES!@MrJonPayne
  • PINTERESTWHO HAS HEARD OF PINTEREST?@Tashsb
  • It’s all about the images! Organise, Like & Pin!
  • PinterestQuestion Show of handsIntro to what pinterest, what n whyexamples ofbest practicesmeasuring successMore thanjust cakesand cats@Tashsb
  • Not just for Girls
  • Or exciting products
  • Verify your business account
  • No of Pins & repins from your website / Number of visits to your website from Pinterest
  • PINTERESTHOW DO I GET PEOPLE PINTERESTED IF I’VE GOT A‘BORING’ COMPANY?@MrJonPayne
  • Before you start. Create a plan of what boards you could create that will appeal to youraudience
  • Make it personal - Include the team
  • Create interesting or optimised board titles ‘White Kitchens’ / ‘Boys Nursery’ rather than ‘For the Home’
  • Think about the type of images your sharing
  • DescriptionOrderVisualsEtiquetteThe description is how the image is found so make it relevant and not an #epicfail
  • Chic, blonde, braided updo!The perfect hairstyle for awedding or party.Great image by @Janedoe
  • REUSE, REPURPOSE, RECYCLEFOR AWESOME RESULTS ON GOOGLE@MrJonPayne
  • If you have Gmail, you have personal Google+ you can create a business page.If you have Google local listing for your business, you can upgrade this. @MrJonPayne
  • Verify your account to see your face in the search results@MrJonPayne
  • If you have Gmail, you have personal Google+ you can create a business page.If you have Google local listing for your business, you can upgrade this. @MrJonPayneVerify your website using Google WMT and pwn search results
  • TAKEAWAYSTOP THE SCROLL@MrJonPayne
  • FUNNY@MrJonPayne
  • DISGUSTING@MrJonPayne
  • SEXY@MrJonPayne
  • SEXY@MrJonPayne
  • TAKEAWAYSDoing it properly will lead to loads more visitors from GoogleGET YOUR STYLE ON• What do we want from social media?• Who are your audience?• What do my audience want?• Who do they trust?• What does that mean for my writing style?• Who is empowered to do this?@MrJonPayne
  • TAKEAWAYSIncreased brand awareness FROM ACTIVE people, more leadsFACEBOOK• Optimise your Facebook PAGE• Be disruptive. STOP THE SCROLL@MrJonPayne
  • TAKEAWAYSGood customer service leads to more repeat business, higher AOVTWITTER• Help a brother out• Good customer service is visible@MrJonPayne
  • TAKEAWAYSA great way to have your products discovered with just one click to your buy nowpagePINTEREST• Be creative with your visuals• Write a good description• #Hashtags #are #overused #dontjoinin@MrJonPayne
  • TAKEAWAYSMore website visitors, more leads.GOOGLE+• It’s shit, but you know…• Protect your branded search on Google SERPs@MrJonPayne
  • @MrJonPayne