EXTENDING YOUR REACHBuilding your community for business benefit Jon Payne | Noisy Little Monkey
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 heroes Who do your nerds love?
Think about what / who you know This isn’t about corporate governance, it’s about brand… but they’re in the same sphere
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. DON’T FEED THE TROLLS Make everyone involved aware and responsible
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 http://wordpress.org/
You may not use another platform People recognise WordPress and use it easily. Google loves it
You may not stick with what you have Unless it is WordPress
Social media will not work effectively without it Srsly.
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
gThere are profiles for people and pages for organisations , this is my profile
gThis is my news feed from here I can access most stuff
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 http://twitter.com/NoisyMonkey
This is my newsfeedg (logged into Twitter.com)
gThis is my newsfeed – using an aggregator, in this case Hootsuite
First name, Last name Web linkBio Location Good ratio of followers to following This is the NoisygLittle Monkey profile
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)
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
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
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
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
Tweetiquette#s or Hashtags denote ‘keywords’ or ‘topics’ thatpeople may follow using an automated searchOr for ‘hilarious’ comedy effect g #EpicFail
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 http://www.google.com/analtics - it’s free
Sign up, create a page g You will need a personal profile to do this
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
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 https://plus.google.com/108707481527474001272/posts
FOLLOWER NUMBERS = VANITYEngagement & quality shares are what matter
What are you talking about? g Word cloud of @NoisyMonkey’s last 20 tweets
What are you talking about? Word cloud of Noisyg Little Monkey’s Facebook page
What are you talking about? g Word cloud of Noisy Little Monkey’s Google+ page
What are you talking about? Word cloud of Noisy LittlegMonkey’s Blog for the last 6 months
Who are you talking to? We’re talking to local businesses and international SEO experts. g Pretty much matches how we do business
And who are they talking to? g Matt and Jon are our main guys for Twitter, they reach out.
And what are they talking about? g Word cloud of @MrJonPayne’s last 20 tweets
Who shares your stuff? Sharing diagram ofghttp://theoatmeal.com/sopa
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.