Using Social Media For Business


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My talk from BRAVE - The afternoon of October 2012

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Using Social Media For Business

  1. 1. EXTENDING YOUR REACHBuilding your community for business benefit Jon Payne | Noisy Little Monkey
  2. 2. 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
  3. 3. consultreport research do train
  4. 4. Who’d Trust A Monkey?Over 80 businesses, charities and government bodies in Europe, North America & Africa
  5. 5. whytakeaways who roi where
  6. 6. whytakeaways who roi where
  7. 7. Become A Lebeouf Brand Be everyflippingwhere BTW – when you’re in the room, you don’t need to read these bits…
  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 competitors Respond accordingly
  11. 11. AuthoritySeed 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 site and long term Google ranking
  14. 14. Doing The UsualUsing Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn
  15. 15. Getting Imaginative 22% additional unique visits to the website
  16. 16. Short Term Campaign Seeded with influencers online and offlineUser Generated Content (UGC), well seeded. Genuine interaction with audience.
  17. 17. It’s Bootsy, babyFeel free to use YOUR FAVOURITE bass player when pitching
  18. 18. Keep The Audience Engaged 3 times the traffic
  19. 19. 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.
  20. 20. whytakeaways who roi where
  21. 21. Really dude? We need to promote Corporate Governance? This is not going to look good to my Facebook friendsSometimes, brainstorming content strategies is hard
  22. 22. Boring?Google doesn’t think so..
  23. 23. Every sector has heroes Who do your nerds love?
  24. 24. Think about what / who you know This isn’t about corporate governance, it’s about brand… but they’re in the same sphere
  25. 25. Every sector has nerds Is there a common enemy?
  26. 26. 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…
  27. 27. The silent web visitor… These will visit your site, convert to leads, but are less likely to share … sometimes members of the press
  28. 28. Which will give you easy, free PR Not always quite as good as the real thing, but often surprisingly good
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Focus your efforts where we are
  33. 33. 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
  34. 34. Sometimes, people feel let down by your business. They may mention this on social media
  35. 35. What does it mean to you?
  36. 36. Old SkoolBut shiny new channels
  37. 37. Tiger Giraffe BreadGreat customer service from clever people gets more shares than bad customer service
  38. 38. Tiger Giraffe Bread Someone even made him a fan page
  39. 39. Tiger Giraffe Bread Expensive space to buy
  40. 40. New SkoolListening to what people say about you
  41. 41. Listen to Social Channels At the very least, monitor brand mentions – Respond helpfully. This is HootSuite, which we love.
  42. 42. Lots of people could stumble across your conversations Some people will actively monitor them
  43. 43. Amazingly – customers defend brands Most conversations are public and you can normally turn people around with decent customer service
  44. 44. 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. DON’T FEED THE TROLLS Make everyone involved aware and responsible
  45. 45.
  46. 46. REPUTATION MANAGEMENT = SEO BONUS (or winning on Google)
  47. 47. We can push • bad press • negative feedback • nuisance listings down because we OWN this pageSearch for your brand (use an incognito / private browsing window)
  48. 48. A velocity of sharing + branded search volume demonstrates to Google which sites should be included in the Search SuggestionsThis becomes self fulfilling – because people click suggest
  49. 49. whytakeaways who roi where
  50. 50. There are loads more than this g
  51. 51. But we’ll concentrate on these Ones where weg really get results can
  52. 52. WHERE SHALL WE ENGAGE? On your site - BLOG
  53. 53. Where? On your site! • You need a good foundation that people will link to • WordPress is the best • Your web designer will love it• It needs to be: – On www.<yoursite>/blog – Updated regularly – Give useful information – Contain unique insights / perspective / news
  54. 54. You may not use another platform People recognise WordPress and use it easily. Google loves it
  55. 55. You may not stick with what you have Unless it is WordPress
  56. 56. Social media will not work effectively without it Srsly.
  57. 57. I don’t make any commission It’s free.
  58. 58. A home page g So far, so normal
  59. 59. gThis is a blog
  60. 60. A home page g So far, so boring
  61. 61. gThis is a blog
  63. 63. Where? On Facebook• Soft messages – Or at least consider the audience• Sharing blog posts – Great to get them ranked on Google• Encourage customer testimonials• Share pictures and videos• Consider Advertising Talk to me later if you want some advice about advertising
  64. 64. gThere are profiles for people and pages for organisations , this is my profile
  65. 65. gThis is my news feed from here I can access most stuff
  66. 66. gThis is a company page
  67. 67. Create a page• Go to any company page• Click ‘Create a Page’ g You’ll need a personal Facebook account
  68. 68. Create a page Don’t get clever. If you’re a local business, choose that… gYou can change it later, but it will affect how this page ranks in Google
  69. 69. Finesse it I like thisGet 25+ fans and choose a username / vanity URL g makes it easier to share your page
  70. 70. gPeople who like this page actively want to hear about these!
  71. 71. See what works gShare interesting content and see what gets shared / increases likes
  72. 72. InsightsIf you lose / gain a few likes in a month, no problem. g It’s the overall trend that is important.
  73. 73. Don’tYou want people who want to engage. Not this crap. g I will come to your house and slap you.
  75. 75. Where? On Twitter• Quick! Max 140 Characters – Actually, only 100 – leave room for comments & RTs• Sharing blog posts• Outreach to influencers• Use #s sparingly• Quality, quality, quality• Relevance For more tips check us out
  76. 76. gThis is my profile
  77. 77. This is my newsfeedg (logged into
  78. 78. gThis is my newsfeed – using an aggregator, in this case Hootsuite
  79. 79. First name, Last name Web linkBio Location Good ratio of followers to following This is the NoisygLittle Monkey profile
  80. 80. Tweetiquette@<name> at the beginning = a replyThis will show up on both your twitter profilesAnd in the tweetfeeds of people who followBOTH of youIt’s kind of direct, so expect the recipient to see it 140 Characters in the tweet+20 (max) in your twitter name = 160 characters g 160 characters = maximum size of SMS message (a text message)
  81. 81. TweetiquetteRT@<name> at the beginning = a ReTweetThis will show up on your twitter profileAnd in the tweetfeeds of people who follow youThe person you RT’d can also see you did this g ReTweeting is a great way to share useful info while giving attribution to the creator
  82. 82. TweetiquetteSome words @<name> = mentionThis will show up on your twitter profileAnd in the tweetfeeds of people who follow youIt’s not very direct though, so don’t expect a reply g A mention is less in your face than a reply
  83. 83. TweetiquetteDM @<twittername> is a direct messageThese are ‘private’ but are easy to accidentallyshareIf you want privacy, use an email g You can only DM someone who follows you
  84. 84. TweetiquetteLinks show up in long formOr shortened automatically, to save characters A link in the middle of a tweet, g with no @s or #s attracts most clicks
  85. 85. Tweetiquette#s or Hashtags denote ‘keywords’ or ‘topics’ thatpeople may follow using an automated searchOr for ‘hilarious’ comedy effect g #EpicFail
  86. 86. Twitter ResultsReTweets and engagement with real people are whatcountDon’t measure ‘Klout’ it’s flaky – Try FollowerWonkCheck your Google Analytics for traffic from TwitterDoing it properly can take time g - it’s free
  88. 88. Where? On Google+• Like Facebook + Twitter + Video Skype• Sharing blog posts• Outreach to influencers• Quality, quality, quality• Relevance
  89. 89. You probably have it already g Google Circles in Gmail?
  90. 90. It’s changing Google’s results This is a HUGE change. Google g doesn’t mess with it’s results pages lightly
  91. 91. Personal recommendations to me g Google already does this a little, but this is quite a jump
  92. 92. gLike Facebook there are profiles for people and pages for organisations , this is my profile
  93. 93. gThis is my news feed from here I can access most stuff
  94. 94. gThis is a company page
  95. 95. Sign up, create a page g You will need a personal profile to do this
  96. 96. Follow the instructions• Get your web designer to add the +1 button to your site• Follow brands that are using G+ well – Burberry – Red Bull – The Muppets• Come hangout with Noisy Little Monkey – We’ll experiment together g We love hangouts
  97. 97. Hangout = Video Conference The person speaking loudest gets precedence on all screens You can mute show-offs• With shared screens to show presentations too g
  98. 98. FOLLOWER NUMBERS = VANITYEngagement & quality shares are what matter
  99. 99. What are you talking about? g Word cloud of @NoisyMonkey’s last 20 tweets
  100. 100. What are you talking about? Word cloud of Noisyg Little Monkey’s Facebook page
  101. 101. What are you talking about? g Word cloud of Noisy Little Monkey’s Google+ page
  102. 102. What are you talking about? Word cloud of Noisy LittlegMonkey’s Blog for the last 6 months
  103. 103. Who are you talking to? We’re talking to local businesses and international SEO experts. g Pretty much matches how we do business
  104. 104. And who are they talking to? g Matt and Jon are our main guys for Twitter, they reach out.
  105. 105. And what are they talking about? g Word cloud of @MrJonPayne’s last 20 tweets
  106. 106. Who shares your stuff? Sharing diagram ofg
  107. 107. whytakeaways nerds roi reputation
  108. 108. Measuring Return On Investment• It’s really difficult but vital• Start with the end in mind – What are your marketing / PR goals?• Get the right data• Act on it Plan, do, review, improve
  109. 109. Measuring ROI with Google Analytics You do have Google Analytics installed right? You do have admin access to it, yeah?
  110. 110. Copy the URL from your address bar Tehn yuo c’nat imstype ti
  111. 111. Slap it into Google’s URL builder Fill in the relevant info and hit generate URL
  112. 112. Confused?
  113. 113. Easy Social Sharing & Tracking Our first Chrome Extension:
  114. 114. Go to the page you want to share Just click on Professor Traffic
  115. 115. The Data Magically Appears In Analytics Easy. AND it makes it really easy for your whole team to share to the right platform
  116. 116. 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.
  117. 117. To Build CommunityCelebrate Creativity
  118. 118. @MrJonPayne @NoisyMonkey Image CreditsMurdoch – everyman / girl on PC - Logos – Courtesy their respective owners Fatburger - questions - Magic roundabout - Fin – Private sign - http://www.sharenator.com – Paramout Pictures Success Kid - Easy Cheese - Rocky Horror Audience - kids - Scrooge – United Artists Cartman – Braniff Productions Switchboard Operator - http://www.shutterstock.comLa Vache Qui Rit – Groupe Bel Justin fucking Beiber - Frank Leboeuf -