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Social Media - How to use it to win business
 

Social Media - How to use it to win business

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Jon's slides from the seminar at Bristol City Council

Jon's slides from the seminar at Bristol City Council

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  • https://twitter.com/newyorkbob 700 followers on Twitter
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  • http://facebook-designers.com/
  • http://facebook-designers.com/
  • http://www.flickr.com/photos/nickwebb/
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  • http://pinterest.com/NBlikes/
  • http://www.wired.com/business/2013/06/this-is-the-perfect-pinterest-picture/
  • https://twitter.com/newyorkbob 700 followers on Twitter
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  • http://pinterest.com/gardendalelib/staff-picks/ http://pinterest.com/genevapl/
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  • http://www.businessinsider.com/how-to-create-the-best-pinterest-images-2013-5
  • http://pinterest.com/pin/220817187952329710/
  • http://www.flickr.com/photos/31707807@N05/2968418283/http://guycodeblog.mtv.com/2011/12/06/tattoo-hoaxes/

Social Media - How to use it to win business Social Media - How to use it to win business Presentation Transcript

  • SOCIAL MEDIA HOW TO USE IT TO WIN BUSINESS
  • NOISY LITTLE MONKEY • With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales Specialising in online activity, maximising conversions from offline SEARCH & SOCIAL MEDIA MARKETING
  • JON PAYNE • 14 years online sales & marketing • Ideas, strategies, cutting the right corners Founded Noisy Little Monkey to make websites better FOUNDER & GREAT APE OF ONLINE
  • Working with businesses, charities and government bodies in EU, USA & Africa WHO’D TRUST A MONKEY?
  • facebook twitter pinterestgoogle+ roi @MrJonPayne
  • YOU WILL NOT ASK QUESTIONS NOW http://www.flickr.com/people/38375554@N05/ YOU WILL REMEMBER THEM @MrJonPayne
  • YOU WILL VIEW THESE SLIDES ONLINE http://www.flickr.com/people/38375554@N05/ AND GIVE US SOME FEEDBACK (PLEASE) @MrJonPayne
  • WHY GET SOCIAL? @MrJonPayne
  • WE NEED TO UNDERSTAND YOUR BRAND • What do we want from digital? • 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 feedback? You probably have loads of this already, but it needs refining so that multiple people / agencies STAY ON MESSAGE STYLE GUIDE KICK OFF QUESTIONS @MrJonPayne
  • g BECOME A LEBEOUF BRAND Be here, be there, be every-flipping-where. @MrJonPayne
  • Talk about brand loyalty CUSTOMERS INTO BELEIBERS @MrJonPayne
  • Sad man at the airport SolvE problems @MrJonPayne
  • Happy man in departure lounge @MrJonPayne
  • It’s So Spreadable Your audience is already segmented into groups who’ll spread different elements of your message @MrJonPayne
  • It’s difficult to get clear data, but we can find enough to make assumptions which we can test and build upon @MrJonPayne
  • 70% of the population uses the internet. 67% of those use social media. @MrJonPayne
  • FOR MARKET INTELLIGENCE Learn what people are saying about your brand, your competitors Respond accordingly @MrJonPayne
  • SOLVE PROBLEMS OUTREACH Double bubble! @MrJonPayne
  • g AUTHORITY Seed content that gets shared by, mentioned by and links from real people will get you rank on Google @MrJonPayne
  • g AUTHORITY Seed content that gets shared by, mentioned by and links from real people will get you rank on Google @MrJonPayne
  • 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 the most, but they’re noisy and have influence over… @MrJonPayne
  • The rest of us @MrJonPayne
  • WE NEED TO UNDERSTAND YOUR BRAND • What do we want from digital? • 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 feedback? You probably have loads of this already, but it needs refining so that multiple people / agencies STAY ON MESSAGE STYLE GUIDE KICK OFF QUESTIONS
  • TAMING THE BEAST REQUIRES 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 are those which relate to current events. Planning is key to actually getting it done. STOCK & FLOW @MrJonPayne
  • QUESTION IS YOUR ORGANISATION ON FACEBOOK? @MrJonPayne
  • QUESTION IS THERE ANY BENEFIT TO HAVING YOUR ORGANISATION ON FACEBOOK? @MrJonPayne
  • IF THE AREA OF THIS SLIDE REPRESENTS ALL THE TRAFFIC ON THE INTERNET @MrJonPayne
  • http://mashable.com/2010/11/19/facebook-traffic-stats/ Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founder THIS MUCH IS FACEBOOK @MrJonPayne
  • @MrJonPayne
  • Some 45 billion web pages http://www.worldwidewebsize.com/ 45 billion other web pages are fighting over the remainder @MrJonPayne
  • http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Power_ of_Like_CPG THIS IS HOW MUCH TIME IS SPENT ON THE NEWSFEED @MrJonPayne
  • You do the math(s). THIS IS HOW MUCH TIME IS SPENT ON THE NEWSFEED @MrJonPayne YOU NEED TO BE IN NEWSFEEDS
  • 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 timeline and those of their friends @MrJonPayne
  • And the friends of their friends. @MrJonPayne
  • Be this guy. @MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY @MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY I like this @MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY I like this @MrJonPayne
  • OK. THAT’S THE FOUNDATION @MrJonPayne
  • OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY ENGAGE @MrJonPayne
  • IMAGES & VIDEO @MrJonPayne
  • A great Facebook page shares cool images and video that are of interest to its audience @MrJonPayne
  • This? @MrJonPayne
  • 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 @MrJonPayne
  • Lots of weight / EdgeRank @MrJonPayne
  • You can curate other people’s photos, it’s not all about you… But remember to include a description… @MrJonPayne
  • Descriptions: Make sure to add locations/ people and accurately describe the image. @MrJonPayne
  • You are trying to attract the click, keep the descriptions short and sweet: Think of yourself as a sub editor of the Sun or Daily Mail – It’s all about the headlines @MrJonPayne
  • Timing – Post when your audience will most likely be online @MrJonPayne
  • MEASURE WHAT WORKS IT’S EASY – THERE’S FACEBOOK INSIGHTS @MrJonPayne
  • WHEN YOU CREATE Our first Google Chrome Extension (it’s free) LINK BACK TO YOUR SITE & MEASURE SUCCESS @MrJonPayne
  • REPEAT WHAT WORKS No set up. Share shortened links. Data shows up in Google Analytics. IMPROVE WHAT DOESN’T @MrJonPayne
  • BE PART OF THE TWITTERATI AND TALK THE TALK ON TWITTER @MrJonPayne
  • QUESTION ARE YOU ON TWITTER? @MrJonPayne
  • QUESTION WHEN DID YOU TWEET LAST? @MrJonPayne
  • NOT COLD CALLING No set up. Share shortened links. Data shows up in Google Analytics. MENTIONS @MrJonPayne
  • NOT COLD CALLING We love Cat – She’s ace. YOU’LL GET BANNED FOR SPAM @MrJonPayne
  • NOT ME ME ME REMEMBER – YOU, WE, ME @MrJonPayne
  • SOLVE PROBLEMS CUSTOMER SERVICE @MrJonPayne This is a hootsuite screenshot. More later 
  • HOOTSUITE LISTEN @MrJonPayne Smile, Ask, Listen, Educate… Sell…?
  • 140 CHARACTERS? NOT ON YOUR NELLY. KEEP IT TO 100 OR LESS @MrJonPayne
  • WHY SO SHORT? It gets easier with practice FOR SHARES! • 100 characters leaves enough room for RT<twittername> & a comment • 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 & FUNNY Only 28 characters in the best headline ever, 29 if you include the protagonist AND SHORT @MrJonPayne
  • TWEETIQUETTE @<name> at the beginning = a reply This will show up on both your twitter profiles And in the tweetfeeds of people who follow BOTH of you It’s kind of direct, so expect the recipient to see it It doesn’t have to be a ‘reply’ it can be just a way to get attention… @MrJonPayne
  • A RT is a great way to share other people’s great content AND give attribution TWEETIQUETTE RT@<name> at the beginning = a ReTweet This will show up on your twitter profile And in the tweetfeeds of people who follow you The person you RT’d can also see you did this It won’t show up in their profile, so you’re not attracting their audience @MrJonPayne
  • TWEETIQUETTE MT = Modified Tweet, to RT but edit slightly… you can also do this with quotation marks Though mostly today people just click the Retweet icon which is quicker and more economical and saves characters. @MrJonPayne
  • A mention is less in your face than a reply – often a good way to get an RT off an influencer TWEETIQUETTE Some words @<name> = mention This will show up on your twitter profile And in the tweetfeeds of people who follow you It’s not very direct though, so don’t expect a reply @MrJonPayne
  • You can only DM someone who follows you TWEETIQUETTE DM @<twittername> is a direct message These are ‘private’ but are easy to accidentally share If you want privacy, use an email @MrJonPayne
  • BUILD YOUR AUDIENCE Hootsuite and SocialBro can help you schedule tweets and give you lots more besides FOR 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 looking Free tools! @MrJonPayne
  • A TWEET HAS A SHORT LIFE 2.8 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-92125 RECYCLE THEM AT LEAST 6 TIMES! @MrJonPayne
  • PINTEREST WHO HAS HEARD OF PINTEREST? @MrJonPayne
  • It’s all about the images! Organise, Like & Pin!
  • Pinterest Question Show of hands Intro to what pinterest, what n why examples of best practices measuring success More than just cakes and cats @MrJonPayne
  • 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
  • PINTEREST HOW 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 your audience
  • 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
  • Description Order Visuals Etiquette The description is how the image is found so make it relevant and not an #epicfail
  • Chic, blonde, braided updo! The perfect hairstyle for a wedding or party. Great image by @Janedoe
  • REUSE, REPURPOSE, RECYCLE FOR 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. @MrJonPayne Verify your website using Google WMT and pwn search results
  • TAKEAWAY STOP THE SCROLL @MrJonPayne
  • FUNNY @MrJonPayne
  • DISGUSTING @MrJonPayne
  • SEXY @MrJonPayne
  • SEXY @MrJonPayne
  • TAKEAWAYS Doing it properly will lead to loads more visitors from Google GET 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
  • TAKEAWAYS Increased brand awareness FROM ACTIVE people, more leads FACEBOOK • Optimise your Facebook PAGE • Be disruptive. STOP THE SCROLL @MrJonPayne
  • TAKEAWAYS Good customer service leads to more repeat business, higher AOV TWITTER • Help a brother out • Good customer service is visible @MrJonPayne
  • TAKEAWAYS A great way to have your products discovered with just one click to your buy now page PINTEREST • Be creative with your visuals • Write a good description • #Hashtags #are #overused #dontjoinin @MrJonPayne
  • TAKEAWAYS More website visitors, more leads. GOOGLE+ • It’s shit, but you know…***Update*** See next slide • Protect your branded search on Google SERPs • *** GOOGLE MAPS UPDATE*** 17th July @MrJonPayne
  • ASK: @MrJonPayne