POSTING, BLOGGING, TWEETING              Where’s it getting you? Jon Payne, Noisy Little Monkey & Rui Deng, SBW Advertisin...
WHO IS THIS ADONIS?Jon PayneOver 13 years in Online MarketingVirtually indistinguishable from Bath stoneat room temperatur...
consultreport                      research         do             train
Who trusts you?Over 80 businesses, charities and government bodies in Europe, North America & Africa
why                    use                   socialhow can                             who I do it                        ...
WHY USE SOCIAL MEDIA?     www.noisylittlemonkey.com/ask
Become A Lebeouf Brand                     g     Be here, be there, be every-flipping-where.
Turn Customers Into Beleibers         Talk about brand loyalty
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 products, your service...
Authority                                            gSeed content that gets shared by, mentioned by and links from real p...
More Web Traffic, More Leads, Less Money     Seriously. Investment in intelligent use of social media gives you long term ...
IT’S ALL ABOUT THE GRAPHS
Long term12 months of paying for ‘SEO’, PPC, crappy social marketing
Is it sustainable?        Social Media campaign started in November.Good content, well seeded. Genuine interaction with au...
POOL OF POTENTIALYou’re fishing in much richer waters        www.noisylittlemonkey.com/ask
why                    use                   socialhow can                             who I do it                        ...
WHO IS                                     YOUR                                     AUDIENCE?             gThey might want...
Who is your customer?
Who is your customer?                            Do they speak English as their first                            language?...
Who is your customer?                            Do they speak English as their first                            language?...
Who is your customer?                            Do they speak English as their first                            language?...
Who is your customer?                            Do they speak English as their first                            language?...
Who is your customer?                            Do they speak English as their first                            language?...
Who is your customer?                            Do they speak English as their first                            language?...
Who are your passionate fans?                                     Who are your industry geeks?                            ...
THOSE QUESTIONS ARE A START   From here you need a style guide          www.noisylittlemonkey.com/ask
Style Guide Kick Off•   What do we want from social media?•   Who are your audience?•   What do my audience want?•   Who d...
SOCIAL MEDIA MARKETING      Think: Online PR     www.noisylittlemonkey.com/ask
My business / boss is boring / old school       http://carwoo.com/blog/wp-content/uploads/2011/08/volvo-244-1974.jpg
So is thisBut it’s useful for HR professionals & other recruitment agencies                               g
Using social media    We can reachgout to influencers
Via Twitter                                               gAnd it enabled us to reach out to influencers and arrange a mee...
To get re-shared                                      gWhich got shared by some pretty big hitters that we’d been teeing u...
Google knows who’s trustedNot only did TXM get press coverage, brandgassociation with the big players – they got rank!
And since lots of people read offline                                    g      And we influenced the suggested results in...
ROI?Traffic to the whole site improved by 22% in the following month
Visitors going up  People entering the site via a blog post
why                    use                   socialhow can                             who I do it                        ...
BLOGThis is the cornerstone of your social         www.noisylittlemonkey.com/ask
A Good Blog• Will drive LOADS more traffic to your  conversion pages than other landing pages• Will rank for lots of “long...
A Good Blog Your own research, articles and posts demonstrate you know what you are talking about.This will rank higher in...
A Good BlogYour visitors questions today are probably different to their questions last month.           Play to Google’s ...
A Good BlogYOUR NEWS IS BORING. Tell me industry secrets.
A Good BlogLinks shouldn’t be bought. Attract them with boss content.   Good links send visitors and improve Google ranking.
The basics               gDo this here: www.yourwebsite.co.uk/blog
gShowcasing blog feed on homepage
g
g
A little more detail on this one               g
g
SEO’d categories                   g
SEO’d categories   Social                            g
SEO’d categories   SocialPhotos & Video                            g
SEO’d categories   SocialMulti platformdesignPhotos & Video                            g
SEO’d categories   SocialMulti platform                  Multiple CTAsdesignPhotos & Video                            g
SEO’d categories   SocialMulti platform                  Multiple CTAsdesign                                 Relevant link...
SEO’d categories   Social       SearchableMulti platform                  Multiple CTAsdesign                             ...
Social SHARING                 g
Social SHARING                     A conversation                 g
Link authors to their Google + accounts
So their photos show in the Google results pages
Top 5 Blog Tips         • You need a good foundation that           people will link to         • WordPress is the best. U...
TWITTER400 million tweets per day – how do you get noticed?                 www.noisylittlemonkey.com/ask
Good Twitter• Effectively demonstrates your expertise and  ethos to humans and search engines• Will drive traffic to your ...
TwitterContribute to conversations, answer questions, this is not broadcast
TwitterLots of people could stumble across your conversations        Some people will actively monitor them
gOn brand. Sets out rules
RT-ing good news, sharing relevant g                                   news about related services, customer service
http://storify.com/noisymonkey/how-to-use-twitter-for-real-life-customer-service                                          ...
gOne man, managing all of the brand stuff – great customer service here as well as great conversations
gJust the brand, but talking about what the audience is interested in
gHootSuite – monitor brand mentions, schedule tweets, assign tasks
Spammers don’t run marathons. g mountains. Only real men can do this                               Up
gReal people, have real conversations about stuff that is unrelated to work.
Top 5 Twitter Tips• Follow intelligently• BE HUMAN  – Don’t spam  – Don’t schedule crap  – Don’t use bots• Get involved an...
GOOGLE +It’s quiet out there. Too quiet.      www.noisylittlemonkey.com/ask
Good Google+• Easy win for author authority  – And from there, brand authority• Is linked directly to Google Places• Canno...
gGood for support
gEncourage reviews and make sure your manage your local page
gReal people have Gmail, G+ and are tied to your brand
gAuthor rank beats links alone
gHijacking someone else’s search results
gGetting all up in yo zeitgeist
gBurberry are a great consumer brand example
Red Bull – Nothing but photos and videos
KPMG – good B2B
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 ...
PinterestIt’s not all about teh pwitty kittuns        www.noisylittlemonkey.com/ask
Good Pinterest• Good for consumer brands, lifestyle brands• Amazing for ecommerce• High income online shoppers with purcha...
gGreat for people looking for design inspiration
Publishing &gcollating great content
gCollating useful content for our audience
gReal people don’t spam  More author authority!
Top 5 Pinterest Tips• Find out who uses it in your business• Get them on your blogging squad  – They’ll know images  – The...
LinkedInIt’s hard for monkeys www.noisylittlemonkey.com/ask
the ‘old fashioned way’...
• the world’s largest professional network• more than 157 million registered users• over two new members every second
what it’s all about:• on-line community for professionals• business development, networking and connecting• sharing best p...
getting started - getting 100% profile          8 steps to get thereit’s all about optimising your profile for            ...
• with 100% profile you will be 40% more likely to show up in  searches
• with 100% profile you will be 40% more likely to  show up in searches• LinkedIn profile pages always rank highly in goog...
step 1 – photo: smile!
step 1 – photo: smile!                         step 2 – headline                         describe what you do!
step 3 – summarykeywords!
step 3 – summary keywords!call for action
opitmisation is key
step 4 – most up-to-dateposition with descriptionand 2 past positions
step 5 – 5 or more skills
step 5 – 5 or more skillsstep 6 – education
step 7 – industry andpostcode
step 8 – 50 or more connections
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address ...
•a quite useful feature!
•a quite useful feature!
•people you may know...
• the more  recommendations you  receive, the better your  ranking• give recommendations  too!• develops trust and  promot...
• proactive networking can increase leads
• proactive networking can increase leads• review your network and groups and send short and friendly  messages introducin...
• proactive networking can increase leads• review your network and groups and send short and friendly  messages introducin...
• proactive networking can increase leads• review your network and groups and send short and friendly  messages introducin...
•can be viewed by your 1st degree connections and group members following you• share interesting information – KISS – more...
• familiarise yourself with your settings• get the most of the features available!
make sure you are searchable                                            and open to incoming emails!• familiarise yourself...
link to your twitter                                         account                                            make sure ...
• monitor the visibility of your profile• premium account – allow you to see more
• monitor the visibility of your profile• premium account – allow you to see more
• monitor the visibility of your profile• premium account – allow you to see more
now you have a 100% profile...
now that you have a 100% profile...... how can linkedin can raise your profile, increase brandawareness and get leads?
what is your strategy?• develop a social media marketing mindset• set target audiences – who are you trying to speak to?• ...
• company page... another point of contact!• human face to your organisation• 2 million businesses have company pages
• a few of you guys are already on there...not a bad start
lots more you can do!
goals?consistent message across the companyget the most out of employees’ expertise
spread the word!                                                          use them!• leverage your employees to increase y...
they can be branded!
the overview page – look at those lovely smiling employees  use your employees to boost your company reach, develop an onl...
keep your fans and employees updated!                             new content = good
Hubspot do it right...• Remember – the more youupdate, the more chancepeople can see you....justlike FB, Twitter etc...
products and services tab – available to all companies                                                 get recommendations
it’s a first port of call for anyone looking at your company onlinkedin
groups... make lots of lovely friends!shared interests bring people together... which is why it’s important to do all thes...
you’re allowed 50... join ‘em!
after you figure out what you want to be doing........find the right people... use the group stats feature
found a group you like?...start getting involved
making connectionsuse your off-line networking skills, be approachable and join inthe conversation...no hard sell! don’t d...
all sorts of stuff out there... just make sure you listen and findthe right tone of voice... remember, it’s SOCIAL
ask a question...
...or impart some wisdom... it all brings interaction
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 a...
before long you should be connecting with decision makers and influencers all overthe shop...                             ...
where do you want to position your company?   always keep your targets and goals in mind
linkedin answers – another rather handy resource                                                   browse by              ...
•        answer questions and share your•   give a good impression of your wisdom is where to be serious!                 ...
if you answer well, the person who started a question can then select whohas the ‘best answer’                            ...
...goes back to your profile
other features...
skills and expertise
the more optimised you are, the more visible you and your company are
apps on your profile! have a play      and spruce it all up
if you have a blogthen flaunt itevery link helps
linkedin premium•   more specific targeting•   contact people outside your network directly•   see full profiles of people...
remember...• ALWAYS keep in mind what you want from your strategy• it’s never a hard sell!
using linkedin to recruit
150 million members across the globe...• 8.6 million in the UK• branding isn’t only for your consumers and potentialpartne...
Posting Single Jobs                      • simple and relatively                      cheap                      • targete...
• a good example of how linkedin uses member info to leveragetargeting for a range of features• also another reason why me...
REMEMBER: Keywords are important for everything...not least your job ads.                                                 ...
• your typical joblistings page• this one is for‘digital marketing’let’s see what thead looks like...
• simple format, easy to read,easy to post.• hate to bang on but...SEO!•keywords are essential to youronline strategy – no...
• Another example of how having the largest networkpossible can help your coverage on Linkedin
An example...    • this job was a senior position for a COO – stats are for a period of a    month    • apart from organic...
career’s page
it’s not JUST for recruitment....• strengthen your brand – you want a consistent message through allaspects of the company...
• it’s pretty•It’s got pictures and videos•It’s got links•It’s colourful• it’s got plenty of calls to action
recruiter’s package
• it is currently the world’s fastest growing public-facing recruiting service• 3 aspects of its features....1. ACCESS2. C...
ACCESS• more criteria for search• contact individuals beyond your 3rd degree connections –this is vital!• you get 1000 sea...
CONTACT• don’t be restricted to only being able to contact people within yournetwork• allows 50 ‘inmails’ per month – thes...
• just a quick search inthe healthcare sector• you can see...there’slots of senior levelmanagers/directors/execs that are ...
manage• organise and save searches• allows an organisation to co-ordinate efforts across the workforce• collaboration and ...
it’s not the only way to recruit• use groups• use linkedin answersfind the people you want and contact them directly(every...
blogslisten to jon- they’re really important. Really.
We do it (not as much as we should admittedly)
It works!Though this particular blog post doesn’t bring thousands of views, it’s constantand reliable – EVERGREEN CONTENT....
Lawyers...they love a good ol’ blog
facebook examples
advertising
REMEMBER: SEO!the aim is to either get leads...or have people go back to yourwebsite/blog
targeting is again, the most useful part of linkedin (and a lot of othersocial media platforms!)even if you’re not adverti...
you are able to manage ads just like google or facebook...this is atrial run we had targeting high level employees.
decide what your strategy isdo you want people to go to a particular website?maybe you want more people to see your compan...
gReal brands have real employees. Google loves this.
FacebookOn balance, probably less evil than Google           www.noisylittlemonkey.com/ask
Good FacebookAmps up your message
Is the best driver         It is rarely beaten by other channels
Builds brand loyalty       Your customers use your page as a place to discuss stuff
Supports the saleAs your customer gets closer to the close, they feel part of something bigger
Skin & Bliss          g Showcasing brands in the header
gThey rarely mention their products – they talk about what their audience will share / comment on
Skin & BlissSo they get lots ofginteraction from their likers.
Insights                             gDon’t worry about gaining or losing a few likes – it’s trends that matter
Reach                   A steady increase in organic reach = massive jumps in viral reach                                 ...
EdgeRank          uwd      e                   e   eedges e                 Ouchy!      From f8 conference, April 2010
This is an object                        gAnything that shows up in newsfeeds is defined as an Object
This is an edge                                 gWhen a user interacts with an Object, they create what Facebook calls an ...
EdgeRank ∑uwdedges e            e        e       e          U = affinity score between viewing user and object / edge crea...
I like Kevin                                      gGo to a profile and try this out, to get some understanding of how Face...
We have mutual friends / interests                                         g    So, I’m likely to see stuff he shares, par...
EdgeRank ∑uwdedges e            e        e       e          U = affinity score between viewing user and object / edge crea...
This object has 5 edgesComments are probably more weighted than likes
EdgeRank ∑uwdedges e            e        e       e          U = affinity score between viewing user and object / edge crea...
Which gets you at the top of your target market’s newsfeeds
Does your company page do this?      Your shares need to encourage engagement
Does your company page do this?   14% of page likes   talking about this                                   3% of page like...
Talk about what your pool ofg                            customers / candidates is talking about
Then they’ll be more likely to g                               engage when you have something to sell
Ads? Have lots of creative                    g       Which works best do you think?
Ads? Have lots of creative                                gThey stand out from the FB colour scheme and have social elements
Change creative often  NASTY!                       g   Your ads get image fatigue and stop getting noticed
Just as a comparison                     g    Same creative, similar targeting, on LinkedIn
Not many clicks, not much cost. That’s targeting, baby.
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 statu...
The Best Social Media? Celebrates Creativity
THANKS!@NoisyMonkey              ?                       @SBWadvertising@MrJonPayne      www.noisylittlemonkey.com/ask
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
Posting, Tweeting - where's it getting you?
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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

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Transcript of "Posting, Tweeting - where's it getting you?"

  1. 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. 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. 3. consultreport research do train
  4. 4. Who trusts you?Over 80 businesses, charities and government bodies in Europe, North America & Africa
  5. 5. why use socialhow can who I do it ambrilliantly I where what shall I shall do it I do
  6. 6. WHY USE SOCIAL MEDIA? www.noisylittlemonkey.com/ask
  7. 7. Become A Lebeouf Brand g Be here, be there, be every-flipping-where.
  8. 8. Turn Customers Into Beleibers Talk about brand loyalty
  9. 9. It’s So SpreadableYour audience is already segmented into groups who’ll spread different elements of your message
  10. 10. For Market IntelligenceLearn what people are saying about your brand, your products, your service, your competitors Respond accordingly
  11. 11. Authority gSeed content that gets shared by, mentioned by and links from real people will get you rank on Google
  12. 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. 13. IT’S ALL ABOUT THE GRAPHS
  14. 14. Long term12 months of paying for ‘SEO’, PPC, crappy social marketing
  15. 15. Is it sustainable? Social Media campaign started in November.Good content, well seeded. Genuine interaction with audience.
  16. 16. POOL OF POTENTIALYou’re fishing in much richer waters www.noisylittlemonkey.com/ask
  17. 17. why use socialhow can who I do it ambrilliantly I where what shall I shall do it I do
  18. 18. WHO IS YOUR AUDIENCE? gThey might want to hear different things
  19. 19. Who is your customer?
  20. 20. Who is your customer? Do they speak English as their first language? g Siemshipping.com
  21. 21. Who is your customer? Do they speak English as their first language? Will they understand industry jargon? g Siemshipping.com
  22. 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. 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. 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. 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. 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. 27. THOSE QUESTIONS ARE A START From here you need a style guide www.noisylittlemonkey.com/ask
  28. 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. 29. SOCIAL MEDIA MARKETING Think: Online PR www.noisylittlemonkey.com/ask
  30. 30. My business / boss is boring / old school http://carwoo.com/blog/wp-content/uploads/2011/08/volvo-244-1974.jpg
  31. 31. So is thisBut it’s useful for HR professionals & other recruitment agencies g
  32. 32. Using social media We can reachgout to influencers
  33. 33. Via Twitter gAnd it enabled us to reach out to influencers and arrange a meeting for real world press coverage
  34. 34. To get re-shared gWhich got shared by some pretty big hitters that we’d been teeing up for some time
  35. 35. Google knows who’s trustedNot only did TXM get press coverage, brandgassociation with the big players – they got rank!
  36. 36. And since lots of people read offline g And we influenced the suggested results in Google. Try this at home 
  37. 37. ROI?Traffic to the whole site improved by 22% in the following month
  38. 38. Visitors going up People entering the site via a blog post
  39. 39. why use socialhow can who I do it ambrilliantly I where what shall I shall do it I do
  40. 40. BLOGThis is the cornerstone of your social www.noisylittlemonkey.com/ask
  41. 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. 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. 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. 44. A Good BlogYOUR NEWS IS BORING. Tell me industry secrets.
  45. 45. A Good BlogLinks shouldn’t be bought. Attract them with boss content. Good links send visitors and improve Google ranking.
  46. 46. The basics gDo this here: www.yourwebsite.co.uk/blog
  47. 47. gShowcasing blog feed on homepage
  48. 48. g
  49. 49. g
  50. 50. A little more detail on this one g
  51. 51. g
  52. 52. SEO’d categories g
  53. 53. SEO’d categories Social g
  54. 54. SEO’d categories SocialPhotos & Video g
  55. 55. SEO’d categories SocialMulti platformdesignPhotos & Video g
  56. 56. SEO’d categories SocialMulti platform Multiple CTAsdesignPhotos & Video g
  57. 57. SEO’d categories SocialMulti platform Multiple CTAsdesign Relevant linksPhotos & Video g
  58. 58. SEO’d categories Social SearchableMulti platform Multiple CTAsdesign Relevant linksPhotos & Video g
  59. 59. Social SHARING g
  60. 60. Social SHARING A conversation g
  61. 61. Link authors to their Google + accounts
  62. 62. So their photos show in the Google results pages
  63. 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. 64. TWITTER400 million tweets per day – how do you get noticed? www.noisylittlemonkey.com/ask
  65. 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. 66. TwitterContribute to conversations, answer questions, this is not broadcast
  67. 67. TwitterLots of people could stumble across your conversations Some people will actively monitor them
  68. 68. gOn brand. Sets out rules
  69. 69. RT-ing good news, sharing relevant g news about related services, customer service
  70. 70. http://storify.com/noisymonkey/how-to-use-twitter-for-real-life-customer-service g
  71. 71. gOne man, managing all of the brand stuff – great customer service here as well as great conversations
  72. 72. gJust the brand, but talking about what the audience is interested in
  73. 73. gHootSuite – monitor brand mentions, schedule tweets, assign tasks
  74. 74. Spammers don’t run marathons. g mountains. Only real men can do this  Up
  75. 75. gReal people, have real conversations about stuff that is unrelated to work.
  76. 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. 77. GOOGLE +It’s quiet out there. Too quiet. www.noisylittlemonkey.com/ask
  78. 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. 79. gGood for support
  80. 80. gEncourage reviews and make sure your manage your local page
  81. 81. gReal people have Gmail, G+ and are tied to your brand
  82. 82. gAuthor rank beats links alone
  83. 83. gHijacking someone else’s search results
  84. 84. gGetting all up in yo zeitgeist
  85. 85. gBurberry are a great consumer brand example
  86. 86. Red Bull – Nothing but photos and videos
  87. 87. KPMG – good B2B
  88. 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. 89. PinterestIt’s not all about teh pwitty kittuns www.noisylittlemonkey.com/ask
  90. 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. 91. gGreat for people looking for design inspiration
  92. 92. Publishing &gcollating great content
  93. 93. gCollating useful content for our audience
  94. 94. gReal people don’t spam  More author authority!
  95. 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. 96. LinkedInIt’s hard for monkeys www.noisylittlemonkey.com/ask
  97. 97. the ‘old fashioned way’...
  98. 98. • the world’s largest professional network• more than 157 million registered users• over two new members every second
  99. 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. 100. getting started - getting 100% profile 8 steps to get thereit’s all about optimising your profile for search
  101. 101. • with 100% profile you will be 40% more likely to show up in searches
  102. 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. 103. step 1 – photo: smile!
  104. 104. step 1 – photo: smile! step 2 – headline describe what you do!
  105. 105. step 3 – summarykeywords!
  106. 106. step 3 – summary keywords!call for action
  107. 107. opitmisation is key
  108. 108. step 4 – most up-to-dateposition with descriptionand 2 past positions
  109. 109. step 5 – 5 or more skills
  110. 110. step 5 – 5 or more skillsstep 6 – education
  111. 111. step 7 – industry andpostcode
  112. 112. step 8 – 50 or more connections
  113. 113. step 8 – 50 or more connectionstips to develop your network…1 - connect with your existing contacts – import your address book
  114. 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. 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. 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. 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. 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. 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. 120. •a quite useful feature!
  121. 121. •a quite useful feature!
  122. 122. •people you may know...
  123. 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. 124. • proactive networking can increase leads
  125. 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. 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. 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. 128. •can be viewed by your 1st degree connections and group members following you• share interesting information – KISS – more from Jon!
  129. 129. • familiarise yourself with your settings• get the most of the features available!
  130. 130. make sure you are searchable and open to incoming emails!• familiarise yourself with your settings• get the most of the features available!
  131. 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. 132. • monitor the visibility of your profile• premium account – allow you to see more
  133. 133. • monitor the visibility of your profile• premium account – allow you to see more
  134. 134. • monitor the visibility of your profile• premium account – allow you to see more
  135. 135. now you have a 100% profile...
  136. 136. now that you have a 100% profile...... how can linkedin can raise your profile, increase brandawareness and get leads?
  137. 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. 138. • company page... another point of contact!• human face to your organisation• 2 million businesses have company pages
  139. 139. • a few of you guys are already on there...not a bad start
  140. 140. lots more you can do!
  141. 141. goals?consistent message across the companyget the most out of employees’ expertise
  142. 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. 143. they can be branded!
  144. 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. 145. keep your fans and employees updated! new content = good
  146. 146. Hubspot do it right...• Remember – the more youupdate, the more chancepeople can see you....justlike FB, Twitter etc...
  147. 147. products and services tab – available to all companies get recommendations
  148. 148. it’s a first port of call for anyone looking at your company onlinkedin
  149. 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. 150. you’re allowed 50... join ‘em!
  151. 151. after you figure out what you want to be doing........find the right people... use the group stats feature
  152. 152. found a group you like?...start getting involved
  153. 153. making connectionsuse your off-line networking skills, be approachable and join inthe conversation...no hard sell! don’t do it!
  154. 154. all sorts of stuff out there... just make sure you listen and findthe right tone of voice... remember, it’s SOCIAL
  155. 155. ask a question...
  156. 156. ...or impart some wisdom... it all brings interaction
  157. 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. 158. before long you should be connecting with decision makers and influencers all overthe shop... get those leads!
  159. 159. where do you want to position your company? always keep your targets and goals in mind
  160. 160. linkedin answers – another rather handy resource browse by category
  161. 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. 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. 163. ...goes back to your profile
  164. 164. other features...
  165. 165. skills and expertise
  166. 166. the more optimised you are, the more visible you and your company are
  167. 167. apps on your profile! have a play and spruce it all up
  168. 168. if you have a blogthen flaunt itevery link helps
  169. 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. 170. remember...• ALWAYS keep in mind what you want from your strategy• it’s never a hard sell!
  171. 171. using linkedin to recruit
  172. 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. 173. Posting Single Jobs • simple and relatively cheap • targeted to who you want to see it
  174. 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. 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. 176. • your typical joblistings page• this one is for‘digital marketing’let’s see what thead looks like...
  177. 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. 178. • Another example of how having the largest networkpossible can help your coverage on Linkedin
  179. 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. 180. career’s page
  181. 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. 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. 183. recruiter’s package
  184. 184. • it is currently the world’s fastest growing public-facing recruiting service• 3 aspects of its features....1. ACCESS2. CONTENT3. MANAGE
  185. 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. 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. 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. 188. manage• organise and save searches• allows an organisation to co-ordinate efforts across the workforce• collaboration and sharing between individuals
  189. 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. 190. blogslisten to jon- they’re really important. Really.
  191. 191. We do it (not as much as we should admittedly)
  192. 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. 193. Lawyers...they love a good ol’ blog
  194. 194. facebook examples
  195. 195. advertising
  196. 196. REMEMBER: SEO!the aim is to either get leads...or have people go back to yourwebsite/blog
  197. 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. 198. you are able to manage ads just like google or facebook...this is atrial run we had targeting high level employees.
  199. 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. 200. gReal brands have real employees. Google loves this.
  201. 201. FacebookOn balance, probably less evil than Google www.noisylittlemonkey.com/ask
  202. 202. Good FacebookAmps up your message
  203. 203. Is the best driver It is rarely beaten by other channels
  204. 204. Builds brand loyalty Your customers use your page as a place to discuss stuff
  205. 205. Supports the saleAs your customer gets closer to the close, they feel part of something bigger
  206. 206. Skin & Bliss g Showcasing brands in the header
  207. 207. gThey rarely mention their products – they talk about what their audience will share / comment on
  208. 208. Skin & BlissSo they get lots ofginteraction from their likers.
  209. 209. Insights gDon’t worry about gaining or losing a few likes – it’s trends that matter
  210. 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. 211. EdgeRank uwd e e eedges e Ouchy! From f8 conference, April 2010
  212. 212. This is an object gAnything that shows up in newsfeeds is defined as an Object
  213. 213. This is an edge gWhen a user interacts with an Object, they create what Facebook calls an Edge
  214. 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. 215. I like Kevin gGo to a profile and try this out, to get some understanding of how Facebook works
  216. 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. 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. 218. This object has 5 edgesComments are probably more weighted than likes
  219. 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. 220. Which gets you at the top of your target market’s newsfeeds
  221. 221. Does your company page do this? Your shares need to encourage engagement
  222. 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. 223. Talk about what your pool ofg customers / candidates is talking about
  224. 224. Then they’ll be more likely to g engage when you have something to sell
  225. 225. Ads? Have lots of creative g Which works best do you think?
  226. 226. Ads? Have lots of creative gThey stand out from the FB colour scheme and have social elements
  227. 227. Change creative often NASTY! g Your ads get image fatigue and stop getting noticed
  228. 228. Just as a comparison g Same creative, similar targeting, on LinkedIn
  229. 229. Not many clicks, not much cost. That’s targeting, baby.
  230. 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. 231. The Best Social Media? Celebrates Creativity
  232. 232. THANKS!@NoisyMonkey ? @SBWadvertising@MrJonPayne www.noisylittlemonkey.com/ask

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