Social Media for Business

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Jon's talk at BRAVE Bristol, August 2013

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Social Media for Business

  1. 1. We’re Live Tweeting - @NoisyMonkey
  2. 2. SOCIAL MEDIA FOR YOUR BUSINESS AUGUST 2013
  3. 3. 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
  4. 4. Over 80 businesses, charities and gov’t bodies in EU, USA & Africa WHO’D TRUST A MONKEY?
  5. 5. facebook twitter pinterestgoogle+ roi @MrJonPayne
  6. 6. YOU DO NOT WANT HANDOUTS http://www.flickr.com/people/38375554@N05/ HANDOUTS MAKE YOU SICK @MrJonPayne
  7. 7. YOU WILL VIEW THESE SLIDES ONLINE http://www.flickr.com/people/38375554@N05/ AND GIVE US SOME FEEDBACK (PLEASE) @MrJonPayne
  8. 8. WHY GET SOCIAL? @MrJonPayne
  9. 9. g BECOME A LEBEOUF BRAND Be here, be there, be every-flipping-where.
  10. 10. Talk about brand loyalty CUSTOMERS INTO BELEIBERS
  11. 11. It’s So Spreadable Your audience is already segmented into groups who’ll spread different elements of your message
  12. 12. FOR MARKET INTELLIGENCE Learn what people are saying about your brand, your competitors Respond accordingly
  13. 13. g AUTHORITY Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
  14. 14. THINK ABOUT YOUR AUDIENCE @MrJonPayne
  15. 15. 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…
  16. 16. The rest of us
  17. 17. TAMING THE BEAST REQUIRES A FOUNDATION @MrJonPayne
  18. 18. WHERE? ON YOUR SITE! • Social media works best when there is some meat on the bone • WordPress is the best • Your web designer will love it ELSE, WHERE WILL PEOPLE WHO FOLLOW YOU GO? • It needs to be: – On www.<yoursite>/blog – Updated regularly – Give useful information – Contain unique insights / perspective / news – Running the Yoast SEO plug in http://wordpress.org/ http://yoast.com/wordpress/seo/
  19. 19. You may not use another platform People recognise WordPress and use it easily. Google loves it
  20. 20. Unless it is WordPress You may not stick with what you have
  21. 21. Srsly. Social media will not work effectively without it
  22. 22. It’s free. I don’t make any commission
  23. 23. Because people get their social on from smart phones CHOOSE AN ADAPTIVE DESIGN
  24. 24. TAMING THE BEAST REQUIRES ORGANISATION @MrJonPayne
  25. 25. 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
  26. 26. QUESTION IS YOUR ORGANISATION ON FACEBOOK? @MrJonPayne
  27. 27. QUESTION IS THERE ANY BENEFIT TO HAVING YOUR ORGANISATION ON FACEBOOK? @MrJonPayne
  28. 28. IF THE AREA OF THIS SLIDE REPRESENTS ALL THE TRAFFIC ON THE INTERNET @MrJonPayne
  29. 29. http://mashable.com/2010/11/19/facebook-traffic-stats/ Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founder THIS MUCH IS FACEBOOK
  30. 30. Some 45 billion web pages http://www.worldwidewebsize.com/ 45 billion other web pages are fighting over the remainder @MrJonPayne
  31. 31. http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Power_ of_Like_CPG THIS IS HOW MUCH TIME IS SPENT ON THE NEWSFEED
  32. 32. You do the math(s). THIS IS HOW MUCH TIME IS SPENT ON THE NEWSFEED YOU NEED TO BE IN NEWSFEEDS
  33. 33. You do the math(s). @MrJonPayne
  34. 34. FACEBOOK IS TESTING A SEARCH ENGINE @MrJonPayne
  35. 35. Users search for stuff and it gives them answers based on their historic timeline and those of their friends
  36. 36. And the friends of their friends.
  37. 37. Be this guy.
  38. 38. OPTIMISE YOUR FACEBOOK PAGE This is a organisation PAGE. Don’t use a PROFILE – PROFILES are for people, PAGES are for organisations BE FIRST TO THE PARTY
  39. 39. OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY I like this @MrJonPayne
  40. 40. OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY I like this @MrJonPayne
  41. 41. OK. THAT’S THE FOUNDATION @MrJonPayne
  42. 42. OPTIMISE YOUR FACEBOOK PAGE BE FIRST TO THE PARTY ENGAGE @MrJonPayne
  43. 43. IMAGES & VIDEO @MrJonPayne
  44. 44. A great Facebook page shares cool images and video that are of interest to its audience @Tashsb
  45. 45. This? @Tashsb
  46. 46. 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 @Tashsb
  47. 47. Lots of weight / EdgeRank @Tashsb
  48. 48. You can curate other people’s photos, it’s not all about you… But remember to include a description… @Tashsb
  49. 49. Descriptions: Make sure to add locations/ people and accurately describe the image. @Tashsb
  50. 50. 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
  51. 51. Timing – Post when your audience will most likely be online @Tashsb
  52. 52. DON’T EXPECT TOO MUCH It takes time to find your feet In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. Marketing Science
  53. 53. DON’T EXPECT TOO MUCH But don’t settle for what everybody else gets 74% of our client’s Facebook fans engaged with them in November 2012 In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. Marketing Science
  54. 54. g DON’T You want people who want to engage. Not this crap. I will come to your house and slap you.
  55. 55. MEASURE WHAT WORKS IT’S EASY – THERE’S FACEBOOK INSIGHTS @MrJonPayne
  56. 56. WHEN YOU CREATE Our first Google Chrome Extension (it’s free) LINK BACK TO YOUR SITE & MEASURE SUCCESS
  57. 57. REPEAT WHAT WORKS No set up. Share shortened links. Data shows up in Google Analytics. IMPROVE WHAT DOESN’T
  58. 58. BE PART OF THE TWITTERATI AND TALK THE TALK ON TWITTER @MrJonPayne
  59. 59. QUESTION ARE YOU ON TWITTER? @MrJonPayne
  60. 60. QUESTION WHEN DID YOU TWEET LAST? @MrJonPayne
  61. 61. 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 140 Characters in the tweet+20 (max) in your twitter name = 160 characters 160 characters = maximum size of SMS message (a text message) It doesn’t have to be a ‘reply’ it can be just a way to get attention…
  62. 62. 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 ReTweeting is a great way to share useful info while giving attribution to the creator
  63. 63. TWEETIQUETTE • Though mostly today people just click the Retweet icon which is quicker and more economical and saves characters. MT = Modified Tweet, to RT but edit slightly… you can also do this with quotation marks
  64. 64. 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 A mention is less in your face than a reply – often a good way to get an RT off an influencer
  65. 65. TWEETIQUETTE • DM @<twittername> is a direct message • These are ‘private’ but are easy to accidentally share • If you want privacy, use an email You can only DM someone who follows you
  66. 66. TWEETIQUETTE • Links show up in long form • Or shortened automatically, to save characters A link in the middle of a tweet, with no @s or #s attracts most clicks
  67. 67. TWEETIQUETTE • #s or Hashtags denote ‘keywords’ or ‘topics’ that people may follow using an automated search • Or for ‘hilarious’ comedy effect Hashtags are particularly useful for events, but little else.
  68. 68. NOT COLD CALLING No set up. Share shortened links. Data shows up in Google Analytics. MENTIONS @MrJonPayne
  69. 69. NOT COLD CALLING We love Cat – She’s ace. YOU’LL GET BANNED FOR SPAM
  70. 70. NOT ME ME ME REMEMBER – YOU, WE, ME @MrJonPayne
  71. 71. SOLVE PROBLEMS CUSTOMER SERVICE @MrJonPayne This is a hootsuite screenshot. More later 
  72. 72. HOOTSUITE LISTEN @MrJonPayne Smile, Ask, Listen, Educate… Sell…?
  73. 73. 140 CHARACTERS? NOT ON YOUR NELLY. KEEP IT TO 100 OR LESS @MrJonPayne
  74. 74. 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
  75. 75. YOU CAN BE MYSTERIOUS & FUNNY Only 28 characters in the best headline ever, 29 if you include the protagonist AND SHORT
  76. 76. 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!
  77. 77. 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!
  78. 78. PINTEREST WHO HAS HEARD OF PINTEREST? @Tashsb
  79. 79. It’s all about the images! Organise, Like & Pin!
  80. 80. Pinterest Question Show of hands Intro to what pinterest, what n why examples of best practices measuring success More than just cakes and cats @Tashsb
  81. 81. Not just for Girls
  82. 82. Or exciting products
  83. 83. Verify your business account
  84. 84. No of Pins & repins from your website / Number of visits to your website from Pinterest
  85. 85. PINTEREST HOW DO I GET PEOPLE PINTERESTED IF I’VE GOT A ‘BORING’ COMPANY? @MrJonPayne
  86. 86. Before you start. Create a plan of what boards you could create that will appeal to your audience
  87. 87. Make it personal - Include the team
  88. 88. Create interesting or optimised board titles ‘White Kitchens’ / ‘Boys Nursery’ rather than ‘For the Home’
  89. 89. Think about the type of images your sharing
  90. 90. Description Order Visuals Etiquette The description is how the image is found so make it relevant and not an #epicfail
  91. 91. Chic, blonde, braided updo! The perfect hairstyle for a wedding or party. Great image by @Janedoe
  92. 92. REUSE, REPURPOSE, RECYCLE FOR AWESOME RESULTS ON GOOGLE @MrJonPayne
  93. 93. 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
  94. 94. Verify your account to see your face in the search results @MrJonPayne
  95. 95. 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
  96. 96. TAKEAWAY STOP THE SCROLL @MrJonPayne
  97. 97. FUNNY @MrJonPayne
  98. 98. DISGUSTING @MrJonPayne
  99. 99. SEXY @MrJonPayne
  100. 100. SEXY @MrJonPayne
  101. 101. 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
  102. 102. TAKEAWAYS Increased brand awareness FROM ACTIVE people, more leads FACEBOOK • Optimise your Facebook PAGE • Be disruptive. STOP THE SCROLL @MrJonPayne
  103. 103. TAKEAWAYS Good customer service leads to more repeat business, higher AOV TWITTER • Help a brother out • Good customer service is visible @MrJonPayne
  104. 104. 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
  105. 105. TAKEAWAYS More website visitors, more leads. GOOGLE+ • It’s shit, but you know… • Protect your branded search on Google SERPs @MrJonPayne
  106. 106. GET THE SLIDES: Go To Our Website ASK: @MrJonPayne ASK: @NoisyMonkey

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