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Posting, Tweeting - where's it getting you?

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Jon's talk from at the Cardiff City Stadium, 10th July 2012

Jon's talk from at the Cardiff City Stadium, 10th July 2012

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  • 1. POSTING, BLOGGING, TWEETING Where’s it getting you? Jon Payne, Noisy Little Monkey & Rui Deng, SBW Advertising | 10th July 2012 www.noisylittlemonkey.com/ask
  • 2. WHO IS THIS ADONIS?Jon PayneOver 13 years in Online MarketingVirtually indistinguishable from Bath stoneat room temperatureNoisy Little Monkey LtdDigital Marketing Agencywww.noisylittlemonkey.com/ask
  • 3. consultreport research do train
  • 4. Who trusts you?Over 80 businesses, charities and government bodies in Europe, North America & Africa
  • 5. why use socialhow can who I do it ambrilliantly I where what shall I shall do it I do
  • 6. WHY USE SOCIAL MEDIA? www.noisylittlemonkey.com/ask
  • 7. Become A Lebeouf Brand g Be here, be there, be every-flipping-where.
  • 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 products, your service, your competitors Respond accordingly
  • 11. Authority gSeed 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 siteg long term Google ranking and
  • 13. IT’S ALL ABOUT THE GRAPHS
  • 14. Long term12 months of paying for ‘SEO’, PPC, crappy social marketing
  • 15. Is it sustainable? Social Media campaign started in November.Good content, well seeded. Genuine interaction with audience.
  • 16. POOL OF POTENTIALYou’re fishing in much richer waters www.noisylittlemonkey.com/ask
  • 17. why use socialhow can who I do it ambrilliantly I where what shall I shall do it I do
  • 18. WHO IS YOUR AUDIENCE? gThey might want to hear different things
  • 19. Who is your customer?
  • 20. Who is your customer? Do they speak English as their first language? g Siemshipping.com
  • 21. Who is your customer? Do they speak English as their first language? Will they understand industry jargon? g Siemshipping.com
  • 22. Who is your customer? Do they speak English as their first language? Will they understand industry jargon? Do you share common cultural values? g Siemshipping.com
  • 23. Who is your customer? Do they speak English as their first language? Will they understand industry jargon? Do you share common cultural values? Who do they respect in your industry / related sectors? g Siemshipping.com
  • 24. Who is your customer? Do they speak English as their first language? Will they understand industry jargon? Do you share common cultural values? Who do they respect in your industry / related sectors? How can you make their job easier? g Siemshipping.com
  • 25. Who is your customer? Do they speak English as their first language? Will they understand industry jargon? Do you share common cultural values? Who do they respect in your industry / related sectors? How can you make their job easier? What will they share? g Siemshipping.com
  • 26. Who are your passionate fans? Who are your industry geeks? Who take an interest because their family / friends are involved? Who is passionate about related industries? Who do they trust? Where do they hang out? g Show them some love and get engaged
  • 27. THOSE QUESTIONS ARE A START From here you need a style guide www.noisylittlemonkey.com/ask
  • 28. 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
  • 29. SOCIAL MEDIA MARKETING Think: Online PR www.noisylittlemonkey.com/ask
  • 30. My business / boss is boring / old school http://carwoo.com/blog/wp-content/uploads/2011/08/volvo-244-1974.jpg
  • 31. So is thisBut it’s useful for HR professionals & other recruitment agencies g
  • 32. Using social media We can reachgout to influencers
  • 33. Via Twitter gAnd it enabled us to reach out to influencers and arrange a meeting for real world press coverage
  • 34. To get re-shared gWhich got shared by some pretty big hitters that we’d been teeing up for some time
  • 35. Google knows who’s trustedNot only did TXM get press coverage, brandgassociation with the big players – they got rank!
  • 36. And since lots of people read offline g And we influenced the suggested results in Google. Try this at home 
  • 37. ROI?Traffic to the whole site improved by 22% in the following month
  • 38. Visitors going up People entering the site via a blog post
  • 39. why use socialhow can who I do it ambrilliantly I where what shall I shall do it I do
  • 40. BLOGThis is the cornerstone of your social www.noisylittlemonkey.com/ask
  • 41. A Good Blog• Will drive LOADS more traffic to your conversion pages than other landing pages• Will rank for lots of “long tail” searches• Will give you somewhere up to date to link to when you’re discussing industry news Build SEO into the architecture: http://goo.gl/8iI7R
  • 42. A Good Blog Your own research, articles and posts demonstrate you know what you are talking about.This will rank higher in Google and attract more shares. The two are not necessarily related.
  • 43. A Good BlogYour visitors questions today are probably different to their questions last month. Play to Google’s ‘Query Deserves Freshness’ algo, get ranked.
  • 44. A Good BlogYOUR NEWS IS BORING. Tell me industry secrets.
  • 45. A Good BlogLinks shouldn’t be bought. Attract them with boss content. Good links send visitors and improve Google ranking.
  • 46. The basics gDo this here: www.yourwebsite.co.uk/blog
  • 47. gShowcasing blog feed on homepage
  • 48. g
  • 49. g
  • 50. A little more detail on this one g
  • 51. g
  • 52. SEO’d categories g
  • 53. SEO’d categories Social g
  • 54. SEO’d categories SocialPhotos & Video g
  • 55. SEO’d categories SocialMulti platformdesignPhotos & Video g
  • 56. SEO’d categories SocialMulti platform Multiple CTAsdesignPhotos & Video g
  • 57. SEO’d categories SocialMulti platform Multiple CTAsdesign Relevant linksPhotos & Video g
  • 58. SEO’d categories Social SearchableMulti platform Multiple CTAsdesign Relevant linksPhotos & Video g
  • 59. Social SHARING g
  • 60. Social SHARING A conversation g
  • 61. Link authors to their Google + accounts
  • 62. So their photos show in the Google results pages
  • 63. Top 5 Blog Tips • You need a good foundation that people will link to • WordPress is the best. Use it. • Your web designer will love it• It needs to be: – On www.<yoursite>/blog – Contain unique insights / perspective / news – Add social share buttons / balloons – Use lots of photos and video Build SEO into the architecture: http://goo.gl/8iI7R
  • 64. TWITTER400 million tweets per day – how do you get noticed? www.noisylittlemonkey.com/ask
  • 65. Good Twitter• Effectively demonstrates your expertise and ethos to humans and search engines• Will drive traffic to your blog / website• Will build brand awareness in your sector• Helps reputation management Check out Sophie’s Twitter Tips: http://goo.gl/y3IqQ
  • 66. TwitterContribute to conversations, answer questions, this is not broadcast
  • 67. TwitterLots of people could stumble across your conversations Some people will actively monitor them
  • 68. gOn brand. Sets out rules
  • 69. RT-ing good news, sharing relevant g news about related services, customer service
  • 70. http://storify.com/noisymonkey/how-to-use-twitter-for-real-life-customer-service g
  • 71. gOne man, managing all of the brand stuff – great customer service here as well as great conversations
  • 72. gJust the brand, but talking about what the audience is interested in
  • 73. gHootSuite – monitor brand mentions, schedule tweets, assign tasks
  • 74. Spammers don’t run marathons. g mountains. Only real men can do this  Up
  • 75. gReal people, have real conversations about stuff that is unrelated to work.
  • 76. Top 5 Twitter Tips• Follow intelligently• BE HUMAN – Don’t spam – Don’t schedule crap – Don’t use bots• Get involved and reply quickly• Share useful articles – not just yours• Monitor brand / competitor mentions – Use HootSuite Check out Sophie’s Twitter Tips: http://goo.gl/y3IqQ
  • 77. GOOGLE +It’s quiet out there. Too quiet. www.noisylittlemonkey.com/ask
  • 78. Good Google+• Easy win for author authority – And from there, brand authority• Is linked directly to Google Places• Cannot be ignored for long• Will not drive much traffic to your website. Yet Some ideas here: http://goo.gl/rQ3Io
  • 79. gGood for support
  • 80. gEncourage reviews and make sure your manage your local page
  • 81. gReal people have Gmail, G+ and are tied to your brand
  • 82. gAuthor rank beats links alone
  • 83. gHijacking someone else’s search results
  • 84. gGetting all up in yo zeitgeist
  • 85. gBurberry are a great consumer brand example
  • 86. Red Bull – Nothing but photos and videos
  • 87. KPMG – good B2B
  • 88. Top 5 Google+ Tips• Set up a personal account now• Link that to your author page on your blog(s)• Set up a page for your business• Customise the top banner• Follow intelligently• Contribute intelligently Some ideas here: http://goo.gl/rQ3Io
  • 89. PinterestIt’s not all about teh pwitty kittuns www.noisylittlemonkey.com/ask
  • 90. Good Pinterest• Good for consumer brands, lifestyle brands• Amazing for ecommerce• High income online shoppers with purchase intent are spending time there• 70% women – unusual on social media• Can drive quite a bit of traffic to your website. Check out Tash’s Pinterest Post: http://goo.gl/rQ3Io
  • 91. gGreat for people looking for design inspiration
  • 92. Publishing &gcollating great content
  • 93. gCollating useful content for our audience
  • 94. gReal people don’t spam  More author authority!
  • 95. Top 5 Pinterest Tips• Find out who uses it in your business• Get them on your blogging squad – They’ll know images – They’ll bring author authority• Ecommerce? Pin your products from the product detail page• Curate useful content• Post tutorials / how to / recipes, for traffic Check out Tash’s Pinterest Post: http://goo.gl/rQ3Io
  • 96. LinkedInIt’s hard for monkeys www.noisylittlemonkey.com/ask
  • 97. the ‘old fashioned way’...
  • 98. • the world’s largest professional network• more than 157 million registered users• over two new members every second
  • 99. what it’s all about:• on-line community for professionals• business development, networking and connecting• sharing best practice and learning• finding a job• creating a human face for your organisation• contacts management system
  • 100. getting started - getting 100% profile 8 steps to get thereit’s all about optimising your profile for search
  • 101. • with 100% profile you will be 40% more likely to show up in searches
  • 102. • with 100% profile you will be 40% more likely to show up in searches• LinkedIn profile pages always rank highly in google• remember – keywords!
  • 103. step 1 – photo: smile!
  • 104. step 1 – photo: smile! step 2 – headline describe what you do!
  • 105. step 3 – summarykeywords!
  • 106. step 3 – summary keywords!call for action
  • 107. opitmisation is key
  • 108. step 4 – most up-to-dateposition with descriptionand 2 past positions
  • 109. step 5 – 5 or more skills
  • 110. step 5 – 5 or more skillsstep 6 – education
  • 111. step 7 – industry andpostcode
  • 112. step 8 – 50 or more connections
  • 113. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book
  • 114. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book2 - use the add connections page to connect with new people
  • 115. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book2 - use the add connections page to connect with new people3 - find people in your groups and target 2nd and 3rd degree connections, industries and regions
  • 116. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book2 - use the add connections page to connect with new people3 - find people in your groups and target 2nd and 3rd degree connections, industries and regions4 - send back a short acknowledgement when someone agrees to connect
  • 117. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book2 - use the add connections page to connect with new people3 - find people in your groups and target 2nd and 3rd degree connections, industries and regions4 - send back a short acknowledgement when someone agrees to connect5 - follow companies of interest and connect with their employees
  • 118. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book2 - use the add connections page to connect with new people3 - find people in your groups and target 2nd and 3rd degree connections, industries and regions4 - send back a short acknowledgement when someone agrees to connect5 - follow companies of interest and connect with their employees6 - add a LinkedIn link/button to your email signature
  • 119. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book2 - use the add connections page to connect with new people3 - find people in your groups and target 2nd and 3rd degree connections, industries and regions4 - send back a short acknowledgement when someone agrees to connect5 - follow companies of interest and connect with their employees6 - add a LinkedIn link/button to your email signature
  • 120. •a quite useful feature!
  • 121. •a quite useful feature!
  • 122. •people you may know...
  • 123. • the more recommendations you receive, the better your ranking• give recommendations too!• develops trust and promote expertise and reputation• a mix of colleagues, clients, partners and suppliers• plus, it’s a real ego booster! share the love!
  • 124. • proactive networking can increase leads
  • 125. • proactive networking can increase leads• review your network and groups and send short and friendly messages introducing yourself and how you can help them or their network
  • 126. • proactive networking can increase leads• review your network and groups and send short and friendly messages introducing yourself and how you can help them or their network• do not attempt to hard sell
  • 127. • proactive networking can increase leads• review your network and groups and send short and friendly messages introducing yourself and how you can help them or their network• do not attempt to hard sell• offer to make introductions from your network
  • 128. •can be viewed by your 1st degree connections and group members following you• share interesting information – KISS – more from Jon!
  • 129. • familiarise yourself with your settings• get the most of the features available!
  • 130. make sure you are searchable and open to incoming emails!• familiarise yourself with your settings• get the most of the features available!
  • 131. link to your twitter account make sure you are searchable and open to incoming emails!• familiarise yourself with your settings• get the most of the features available!
  • 132. • monitor the visibility of your profile• premium account – allow you to see more
  • 133. • monitor the visibility of your profile• premium account – allow you to see more
  • 134. • monitor the visibility of your profile• premium account – allow you to see more
  • 135. now you have a 100% profile...
  • 136. now that you have a 100% profile...... how can linkedin can raise your profile, increase brandawareness and get leads?
  • 137. what is your strategy?• develop a social media marketing mindset• set target audiences – who are you trying to speak to?• social media is about engaging and participating, not interrupting• first step is to spend some time listening• very important – be responsive without being too salesy
  • 138. • company page... another point of contact!• human face to your organisation• 2 million businesses have company pages
  • 139. • a few of you guys are already on there...not a bad start
  • 140. lots more you can do!
  • 141. goals?consistent message across the companyget the most out of employees’ expertise
  • 142. spread the word! use them!• leverage your employees to increase your reach anduse your company profile page as a hub• just like real life, employees represent your company• anyone looking at your employees...will probably lookat your company page
  • 143. they can be branded!
  • 144. the overview page – look at those lovely smiling employees use your employees to boost your company reach, develop an online brand image and establish your credentials on linkedin The more employees on linkedin, the more presence you have online
  • 145. keep your fans and employees updated! new content = good
  • 146. Hubspot do it right...• Remember – the more youupdate, the more chancepeople can see you....justlike FB, Twitter etc...
  • 147. products and services tab – available to all companies get recommendations
  • 148. it’s a first port of call for anyone looking at your company onlinkedin
  • 149. groups... make lots of lovely friends!shared interests bring people together... which is why it’s important to do all thestuff I talked about earlier it’s really just one big networking meeting... but online
  • 150. you’re allowed 50... join ‘em!
  • 151. after you figure out what you want to be doing........find the right people... use the group stats feature
  • 152. found a group you like?...start getting involved
  • 153. making connectionsuse your off-line networking skills, be approachable and join inthe conversation...no hard sell! don’t do it!
  • 154. all sorts of stuff out there... just make sure you listen and findthe right tone of voice... remember, it’s SOCIAL
  • 155. ask a question...
  • 156. ...or impart some wisdom... it all brings interaction
  • 157. the aim is to become a ‘top influencer’• get there by being active in groups• it’s not about how much you post, it’s about how much response you get from your posts get up there!
  • 158. before long you should be connecting with decision makers and influencers all overthe shop... get those leads!
  • 159. where do you want to position your company? always keep your targets and goals in mind
  • 160. linkedin answers – another rather handy resource browse by category
  • 161. • answer questions and share your• give a good impression of your wisdom is where to be serious! organisation – this become an expert...boost your brand image
  • 162. if you answer well, the person who started a question can then select whohas the ‘best answer’ remember... ...aim is to get people to look at your profile and/or the company page...
  • 163. ...goes back to your profile
  • 164. other features...
  • 165. skills and expertise
  • 166. the more optimised you are, the more visible you and your company are
  • 167. apps on your profile! have a play and spruce it all up
  • 168. if you have a blogthen flaunt itevery link helps
  • 169. linkedin premium• more specific targeting• contact people outside your network directly• see full profiles of people within 3 degrees of connection and from groups
  • 170. remember...• ALWAYS keep in mind what you want from your strategy• it’s never a hard sell!
  • 171. using linkedin to recruit
  • 172. 150 million members across the globe...• 8.6 million in the UK• branding isn’t only for your consumers and potentialpartners but also your prospective employees
  • 173. Posting Single Jobs • simple and relatively cheap • targeted to who you want to see it
  • 174. • a good example of how linkedin uses member info to leveragetargeting for a range of features• also another reason why members should have 100% profiles withcorrect info!
  • 175. REMEMBER: Keywords are important for everything...not least your job ads. • If you have the time to do a little SEO research before putting a job up then do it • could save time and money in the long run – find out what people are searching for.
  • 176. • your typical joblistings page• this one is for‘digital marketing’let’s see what thead looks like...
  • 177. • simple format, easy to read,easy to post.• hate to bang on but...SEO!•keywords are essential to youronline strategy – not justlinkedin. Just like your brand isconsistent, you need yourkeywords to be as well.
  • 178. • Another example of how having the largest networkpossible can help your coverage on Linkedin
  • 179. An example... • this job was a senior position for a COO – stats are for a period of a month • apart from organic results and a (rather expensive) paid advert on the guardian website, linkedin gave the third highest return of traffic
  • 180. career’s page
  • 181. it’s not JUST for recruitment....• strengthen your brand – you want a consistent message through allaspects of the company• be an extremely attractive proposition for your potential employees andinstill a strong branding/culture from the bottom up
  • 182. • it’s pretty•It’s got pictures and videos•It’s got links•It’s colourful• it’s got plenty of calls to action
  • 183. recruiter’s package
  • 184. • it is currently the world’s fastest growing public-facing recruiting service• 3 aspects of its features....1. ACCESS2. CONTENT3. MANAGE
  • 185. ACCESS• more criteria for search• contact individuals beyond your 3rd degree connections –this is vital!• you get 1000 search results rather than 100 YOU WANT TOREACH PASSIVE CANDIDATES
  • 186. CONTACT• don’t be restricted to only being able to contact people within yournetwork• allows 50 ‘inmails’ per month – these let you contact anyone you want onlinkedin – reach people out of your immediate business network• if the message is not responded to in 7 days then you get it back andcan have it carried over into next month.
  • 187. • just a quick search inthe healthcare sector• you can see...there’slots of senior levelmanagers/directors/execs that are out of mynetwork and can onlybe contacted by Inmail.•it’s either that or somevirtual stalking...
  • 188. manage• organise and save searches• allows an organisation to co-ordinate efforts across the workforce• collaboration and sharing between individuals
  • 189. it’s not the only way to recruit• use groups• use linkedin answersfind the people you want and contact them directly(everyone in a shared group is automatically available to connect)
  • 190. blogslisten to jon- they’re really important. Really.
  • 191. We do it (not as much as we should admittedly)
  • 192. It works!Though this particular blog post doesn’t bring thousands of views, it’s constantand reliable – EVERGREEN CONTENT. Requires a bit of SEO work...
  • 193. Lawyers...they love a good ol’ blog
  • 194. facebook examples
  • 195. advertising
  • 196. REMEMBER: SEO!the aim is to either get leads...or have people go back to yourwebsite/blog
  • 197. targeting is again, the most useful part of linkedin (and a lot of othersocial media platforms!)even if you’re not advertising, it’s a great tool for market research
  • 198. you are able to manage ads just like google or facebook...this is atrial run we had targeting high level employees.
  • 199. decide what your strategy isdo you want people to go to a particular website?maybe you want more people to see your company profile?
  • 200. gReal brands have real employees. Google loves this.
  • 201. FacebookOn balance, probably less evil than Google www.noisylittlemonkey.com/ask
  • 202. Good FacebookAmps up your message
  • 203. Is the best driver It is rarely beaten by other channels
  • 204. Builds brand loyalty Your customers use your page as a place to discuss stuff
  • 205. Supports the saleAs your customer gets closer to the close, they feel part of something bigger
  • 206. Skin & Bliss g Showcasing brands in the header
  • 207. gThey rarely mention their products – they talk about what their audience will share / comment on
  • 208. Skin & BlissSo they get lots ofginteraction from their likers.
  • 209. Insights gDon’t worry about gaining or losing a few likes – it’s trends that matter
  • 210. Reach A steady increase in organic reach = massive jumps in viral reach gOrganic = people who saw something by your page, Viral = people who saw something shared by a friend
  • 211. EdgeRank uwd e e eedges e Ouchy! From f8 conference, April 2010
  • 212. This is an object gAnything that shows up in newsfeeds is defined as an Object
  • 213. This is an edge gWhen a user interacts with an Object, they create what Facebook calls an Edge
  • 214. EdgeRank ∑uwdedges e e e e U = affinity score between viewing user and object / edge creator You’re more likely to see something from a person / brand you talk to a lot
  • 215. I like Kevin gGo to a profile and try this out, to get some understanding of how Facebook works
  • 216. We have mutual friends / interests g So, I’m likely to see stuff he shares, particularly if friends of mine interact with it
  • 217. EdgeRank ∑uwdedges e e e e U = affinity score between viewing user and object / edge creator W = weight for this edge type (comment, like, share, tag, etc) Comments are probably more weighted than likes
  • 218. This object has 5 edgesComments are probably more weighted than likes
  • 219. EdgeRank ∑uwdedges e e e e U = affinity score between viewing user and object / edge creator W = weight for this edge type (comment, like, share, tag, etc) D = time decay factor based on how long ago the edge was created Recent activity is more relevant than old stuff
  • 220. Which gets you at the top of your target market’s newsfeeds
  • 221. Does your company page do this? Your shares need to encourage engagement
  • 222. Does your company page do this? 14% of page likes talking about this 3% of page likes talking about this 0% of page likes talking about this How do Facebook (Bing & Google too) perceive these brands?
  • 223. Talk about what your pool ofg customers / candidates is talking about
  • 224. Then they’ll be more likely to g engage when you have something to sell
  • 225. Ads? Have lots of creative g Which works best do you think?
  • 226. Ads? Have lots of creative gThey stand out from the FB colour scheme and have social elements
  • 227. Change creative often NASTY! g Your ads get image fatigue and stop getting noticed
  • 228. Just as a comparison g Same creative, similar targeting, on LinkedIn
  • 229. Not many clicks, not much cost. That’s targeting, baby.
  • 230. Top 5 Facebook Tips• Share photos and videos• Share a cool photo and add a link to your site in the text bit of the status – Earn edge for your link from photo likes• Like similar brands / Partners• Respond quickly• Encourage people to upload to your timeline – Don’t have competitions based on “likes” though Check out Sophie’s timeline article: http://goo.gl/N4haI
  • 231. The Best Social Media? Celebrates Creativity
  • 232. THANKS!@NoisyMonkey ? @SBWadvertising@MrJonPayne www.noisylittlemonkey.com/ask

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