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Extending Your Reach


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Building community for business benefit. My talk from On The Edge Bristol, Sept 2012

Building community for business benefit. My talk from On The Edge Bristol, Sept 2012

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  • 1. EXTENDING YOUR REACHBuilding your community for business benefit Jon Payne, Noisy Little Monkey| On The Edge Bristol | 25th September 2012
  • 2. WHO IS THIS ADONIS?Jon PayneOver 13 years in Online MarketingVirtually indistinguishable from Bath stoneat room temperatureNoisy Little Monkey LtdDigital Marketing AgencyWinner: Best InnovationFinalist: Best Recruitment Campaign
  • 3. consultreport research do train
  • 4. Who’d Trust A Monkey?Over 80 businesses, charities and government bodies in Europe, North America & Africa
  • 5. whytakeaways nerds roi reputation
  • 6. whytakeaways nerds roi reputation
  • 7. Become A Lebeouf Brand Be everyflippingwhere BTW – when you’re in the room, you don’t need to read these bits…
  • 8. Turn Customers Into Beleibers Talk about brand loyalty
  • 9. It’s So SpreadableYour audience is already segmented into groups who’ll spread different elements of your message
  • 10. For Market IntelligenceLearn what people are saying about your brand, your competitors Respond accordingly
  • 11. AuthoritySeed content that gets shared by, mentioned by and links from real people will get you rank on Google
  • 12. More Web Traffic, More Leads, Less Money Seriously. Investment in intelligent use of social media gives you long term return in terms of visitors to your site and long term Google ranking
  • 14. Doing The UsualUsing Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn
  • 15. Getting Imaginative 22% additional unique visits to the website
  • 16. Short Term Campaign Seeded with influencers online and offlineUser Generated Content (UGC), well seeded. Genuine interaction with audience.
  • 17. It’s Bootsy, babyFeel free to use YOUR FAVOURITE bass player when pitching
  • 18. Keep The Audience Engaged 3 times the traffic
  • 19. Pitching To Your Boss / Client / Team• A multi platform approach – With success on one platform, feeding success on other channels and platforms• Engagement with existing customers for brand loyalty• The platforms help your message become ‘viral’• Listen, engage, improve perception of your brand• Builds the social authority of your brand• Like good PR, the ROI is often better than ads• With brand awareness, you’re fishing in a better pool of potential It’s part of the “coms” bit of marcoms. It doesn’t replace marketing, it augments it.
  • 20. whytakeaways nerds roi reputation
  • 21. Really dude? We need to promote Corporate Governance? This is not going to look good to my Facebook friendsSometimes, brainstorming content strategies is hard
  • 22. Every sector has nerds Who do yours love?
  • 23. Every sector has nerds Is there a common enemy?
  • 24. Who are the passionate ones? These will share your content and brand messages. They may not actually be the people who buy the most, but they’re noisy and have influence over…
  • 25. The silent web visitor… These will visit your site, convert to leads, but are less likely to share … sometimes members of the press
  • 26. Which will give you easy, free PR Not always quite as good as the real thing, but often surprisingly good
  • 27. Style Guide Kick Off• What do we want from social media?• Who are your audience?• What do my audience want?• Who do they trust? – How can we get them to share our content?• What does that mean for my writing style? – (edgy, chatty, professional, informal?)• From a brand perspective how do we work it?• Who is empowered to do this?• How do we deal with negative comments? Get the brand guardians, free thinkers and social junkies in on the chat Take AT LEAST half a day to discuss it
  • 28. Legal Do’s For Employers• Do implement and train staff on social media policies that strike a balance between allowing limited use of social media and policing its misuse…• ….CONSISTENCY!• Any social media policy should warn against posting content which: – Contains illegal material – Breaches regulatory rules or procedures – Contained defamatory material – Breaches equal opportunity policies – Amounts to bullying or harassment – Contains confidential information belonging to the employer or its clients. From Paula Squire of Clarke Willmott
  • 29. For Employees• Don’t make friends with people you shouldn’t – i.e. management, clients• Don’t comment about your employer’s products, services or initiatives.• Don’t moan about your boss/colleagues/customers• Don’t upload dodgy photos• Enjoy your sick leave too much – they will find out• Don’t spill trade secrets or confidential information. From Paula Squire of Clarke Willmott
  • 30. Focus your efforts where we are
  • 31. Where are your nerds? 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites Source: MediaBistro79% of US Twitter users are more like to recommend brands they follow67% of US Twitter users are more likely to buy from brands they followSource: HubSpot Don’t assume you know your market! Do / Commission some research
  • 32. Sometimes, people feel let down by your business. They may mention this on social media
  • 33. whytakeaways nerds roi reputation
  • 34. What does it mean to you?
  • 35. Old SkoolBut shiny new channels
  • 36. Tiger Giraffe BreadGreat customer service from clever people gets more shares than bad customer service
  • 37. Tiger Giraffe Bread Someone even made him a fan page
  • 38. Tiger Giraffe Bread Expensive space to buy
  • 39. New SkoolListening to what people say about you
  • 40. Listen to Social Channels At the very least, monitor brand mentions – Respond helpfully. This is HootSuite, which we love.
  • 41. Lots of people could stumble across your conversations Some people will actively monitor them
  • 42. Amazingly – customers defend brands Most conversations are public and you can normally turn people around with decent customer service
  • 43. Negative Comments• Be prepared for negative feedback – It’s rare, but it’s best to plan• Our rules: – If it’s valid and fixing it is what you’d normally do, fix it. NOW. • This might mean buying flowers • You will need to empower your team members – If it’s incorrect, inaccurate or misleading then engage with the feedback and gently correct the wrong stuff – If it’s likely to escalate – get it off social onto email – If it’s abusive – ignore it Make everyone involved aware and responsible
  • 44.
  • 45. REPUTATION MANAGEMENT = SEO BONUS (or winning on Google)
  • 46. We can push • bad press • negative feedback • nuisance listings down because we OWN this pageSearch for your brand (use an incognito / private browsing window)
  • 47. A velocity of sharing + branded search volume demonstrates to Google which sites should be included in the Search SuggestionsThis becomes self fulfilling – because people click suggest
  • 48. whytakeaways nerds roi reputation
  • 49. Measuring Return On Investment• It’s really difficult but vital• Start with the end in mind – What are your marketing / PR goals?• Get the right data• Act on it Plan, do, review, improve
  • 50. Measuring ROI with Google Analytics You do have Google Analytics installed right? You do have admin access to it, yeah?
  • 51. Copy the URL from your address bar Tehn yuo c’nat imstype ti
  • 52. Slap it into Google’s URL builder Fill in the relevant info and hit generate URL
  • 53. Confused?
  • 54. Easy Social Sharing & Tracking Our first Chrome Extension:
  • 55. Go to the page you want to share Just click on Professor Traffic
  • 56. The Data Magically Appears In Analytics Easy. AND it makes it really easy for your whole team to share to the right platform
  • 57. Bonus Takeaways• Does your marketing team KNOW your audience? – Your nerds might not be your target market for sales• Does your style guide fit that audience?• Is your team is empowered to: – Deal with difficult questions? – Deliver amazing customer service?• Are you measuring the goals that demonstrate ROI? – Clue: this is not numbers of followers / likes• Are you refining and innovating? I’m here all day and love a challenge. Ask me hard questions.
  • 58. To Build CommunityCelebrate Creativity
  • 59. @MrJonPayne @NoisyMonkey Image CreditsMurdoch – everyman / girl on PC - Logos – Courtesy their respective owners Fatburger - questions - Magic roundabout - Fin – Private sign - http://www.sharenator.com – Paramout Pictures Success Kid - Easy Cheese - Rocky Horror Audience - kids - Scrooge – United Artists Cartman – Braniff Productions Switchboard Operator - http://www.shutterstock.comLa Vache Qui Rit – Groupe Bel Justin fucking Beiber - Frank Leboeuf -