EXTENDING YOUR REACHBuilding your community for business benefit Jon Payne, Noisy Little Monkey| On The Edge Bristol | 25th September 2012
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
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.
Every sector has nerds Is there a common enemy?
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…
The silent web visitor… These will visit your site, convert to leads, but are less likely to share … sometimes members of the press
Which will give you easy, free PR Not always quite as good as the real thing, but often surprisingly good
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
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 http://www.clarkewillmott.com/our-people/s/paula-squire.php
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 http://www.clarkewillmott.com/our-people/s/paula-squire.php
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
Sometimes, people feel let down by your business. They may mention this on social media
New SkoolListening to what people say about you
Listen to Social Channels At the very least, monitor brand mentions – Respond helpfully. This is HootSuite, which we love.
Lots of people could stumble across your conversations Some people will actively monitor them
Amazingly – customers defend brands Most conversations are public and you can normally turn people around with decent customer service
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
Easy Social Sharing & Tracking Our first Chrome Extension: http://goo.gl/19kSN
Go to the page you want to share Just click on Professor Traffic
The Data Magically Appears In Analytics Easy. AND it makes it really easy for your whole team to share to the right platform
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.