Uploaded byJon Payne
Social Media
This document provides guidance on using social media for business. It discusses engaging on websites, Facebook, Twitter, Google+, and managing online reputation. Key recommendations include knowing your audience, having a style guide that fits them, empowering customer service, and accurately measuring goals like ROI rather than vanity metrics. Engagement and quality over quantity are important. The document emphasizes starting conversations to build relationships and gain insights on customers.
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Social Media
- 1. SOCIAL MEDIA Ideas ForBusiness Jon Payne, Noisy Little Monkey
- 2. A SUBLIMINAL MESSAGE You do not want hand-outs NoisyLittleMonkey.com/Feedback
- 3. WHO IS THISMUPPET? Jon Payne Over 12 years in Online Marketing Founder of… Noisy Little Monkey Ltd Digital Marketing Agency
- 4. NOISY LITTLE WHAT? NoisyLittle Monkey Ltd Search & Social Media Agency Winner: Best Innovation Finalist: Best Recruitment Campaign
- 5. consult report research do train
- 6. Who trusts you? Over80 businesses, charities and government bodies in Europe, North America & Africa
- 7. why takeaways where style roi guide
- 8. why takeaways where style roi guide
- 9. Become A LebeoufBrand g Be here, be there, be every-flipping-where.
- 10. Turn Customers IntoBeleibers Talk about brand loyalty
- 11. It’s So Spreadable Your audience is already segmented into groups who’ll spread different elements of your message
- 12. For Market Intelligence Learn what people are saying about your brand, your competitors Respond accordingly
- 13. Authority g Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
- 14. 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 siteg long term Google ranking and
- 15. IT’S ALL ABOUTTHE GRAPHS
- 16. Doing The Usual UsingJob Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn
- 17. Getting Imaginative 22% additional unique visits to the website
- 18. Short Term Campaign Seeded with influencers online and offline User Generated Content (UGC), well seeded. Genuine interaction with audience.
- 19. Keep The AudienceEngaged 3 times the traffic
- 20. It’s Bootsy, baby Keep itg fresh, get noticed
- 21. why takeaways where style roi guide
- 22. WHERE SHALL WEENGAGE? And who with?
- 23. There are loadsmore than this g
- 24. But we’ll concentrateon these Ones where weg really get results can
- 25. WHERE SHALL WEENGAGE? On Your Site
- 26. Where? On yoursite! • Social media works best when there is some meat on the bone • 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 – Running the Yoast SEO plug in http://wordpress.org/ http://yoast.com/wordpress/seo/
- 27. You may notuse another platform People recognise WordPress and use it easily. Google loves it
- 28. You may notstick with what you have Unless it is WordPress
- 29. Social media willnot work effectively without it Srsly.
- 30. I don’t makeany commission It’s free.
- 31. Choose An AdaptiveDesign g Because people get their social on from smart phones
- 32. A home page g So far, so normal
- 33. The blog bit g Note the categories menu
- 34. A blog post g Yay! Video! People love video.
- 35. A home page g So far, so boring
- 36. The blog bit Note theg calls to action
- 37. A blog post Yay, people g helicopters! love
- 38. Don’t forget sharingbuttons… Think g Goldilocks!
- 39. The results g Amazing Google rank – this sort of stuff has got them mentions in Parliament!
- 40. Keep The AudienceEngaged 3 times the traffic
- 41. WHERE SHALL WEENGAGE? On Facebook
- 42. 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
- 43. g There are profilesfor people and pages for organisations , this is my PUBLIC profile
- 44. Facebook g This is my news feed from here I can access most stuff
- 45. g This is acompany page
- 46. Create your organisation’spage • Go to any company page on Facebook • Click ‘Create a Page’ g You’ll need a personal Facebook account
- 47. Create a page Don’t get clever. If you’re a local business, choose that… g You can change it later, but it will affect how this page ranks in Google
- 48. Finesse it I like this Get 25+ fans and choose a username / vanity URL at g http://www.facebook.com/username makes it easier to share your page
- 49. I like this Don’t forget to g to your website! link
- 50. What is interestingto your target market? g Like relevant organisations and causes, share INTERESTING stuff,
- 51. See what works g Show the Admin Panel for your page
- 52. See what works g Go into insights to see what gets shared / increases likes
- 53. Insights If you lose/ gain a few likes in a month, no problem. g It’s the overall trend that is important.
- 54. Don’t expect toomuch In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. Marketing Science g It takes time to find your feet
- 55. Don’t expect toomuch In any given week, less than 0.5% of 74% of our client’s Facebook Facebook fans engage with the brand fans engaged with them in they are fans of. Marketing Science November 2012 g But don’t settle for what everybody else gets
- 56. Don’t You want peoplewho want to engage. Not this crap. g I will come to your house and slap you.
- 57. WHERE SHALL WEENGAGE? On Twitter
- 58. 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
- 59. g This is myprofile
- 60. First name, Last name Bio Good ratio of followers to following Location Web link g This is a company profile
- 61. Tweetiquette It doesn’t have to be a ‘reply’ it can be just a way to get attention… @<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 g 160 characters = maximum size of SMS message (a text message)
- 62. Tweetiquette RT@<name> at thebeginning = 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 g ReTweeting is a great way to share useful info while giving attribution to the creator
- 63. Tweetiquette Though mostly todaypeople just click the Retweet icon which is quicker and more economical and saves characters. g MT = Modified Tweet, to RT but edit slightly… you can also do this with quotation marks
- 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 g A mention is less in your face than a reply – often a good way to get an RT off an influencer
- 65. Tweetiquette DM @<twittername> isa direct message These are ‘private’ but are easy to accidentally share If you want privacy, use an email g You can only DM someone who follows you
- 66. Tweetiquette Links show upin long form Or shortened automatically, to save characters A link in the middle of a tweet, g with no @s or #s attracts most clicks
- 67. Tweetiquette #s or Hashtagsdenote ‘keywords’ or ‘topics’ that people may follow using an automated search Or for ‘hilarious’ comedy effect g #EpicFail
- 68. Twitter Results ReTweets andengagement with real people are what count Don’t measure ‘Klout’ it’s flaky Check out Followerwonk for insights Doing it properly can take time g http://www.google.com/analytics - it’s free
- 69. WHERE SHALL WEENGAGE? On Google+
- 70. Where? On Google+ • Like Facebook + Twitter + Video Skype • Sharing blog posts • Outreach to influencers • Quality, quality, quality • Relevance http://plus.google.com
- 71. You already haveit if you use GMail g Google Circles in Gmail?
- 72. It’s changing Google’sresults This is a HUGE change. Google g doesn’t mess with it’s results pages lightly
- 73. Personal recommendations tome g Google already does this a little, but this is quite a jump
- 74. Google+ g Like Facebook there are profiles for people and pages for organisations , this is my profile
- 75. Google+ g This is my news feed from here I can access most stuff
- 76. g This is acompany page
- 77. Sign up, createa page g You will need a personal profile to do this
- 78. 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
- 79. Google+ results g Local SEO
- 80. Google+ results g Local SEO
- 81. Google+ results g OWN Google (Yeah, we’re working on “the trousersnake issue”)
- 82. FOLLOWER NUMBERS =VANITY Engagement & quality shares are what matter
- 83. why takeaways where style roi guide
- 84. Who are thepassionate ones? These will share your content and brand messages. They have influence over…
- 85. The silent stalker.These will visit your site, convert to leads, but rarely share and are sometimes members of the press
- 86. Which will giveyou easy, free PR Not always quite as good as the real thing, but you’ll sound maven when you talk to your PR nebbish
- 87. Style Guide KickOff • 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
- 88. Sometimes, people feellet down by your business. They may mention this on social media
- 89. What does itmean to you?
- 90. Old Skool But shinynew channels
- 91. Tiger Giraffe Bread Greatcustomer service from clever people gets more shares than bad customer service
- 92. Tiger Giraffe Bread Someone even made him a fan page
- 93. Tiger Giraffe Bread Expensive space to buy
- 94. New Skool Listening towhat people say about you
- 95. Listen to SocialChannels At the very least, monitor brand mentions – Respond helpfully.
- 96. Lots of peoplecould stumble across your conversations Some people will actively monitor them
- 97. It’s All Public Mostconversations are public and you can normally turn people around with decent customer service
- 98.
- 99. REPUTATION MANAGEMENT &SEO (or winning on Google)
- 100. We can push • bad press • negative feedback • nuisance listings down because we OWN this page Search for your brand (use an incognito / private browsing window)
- 101. A velocity of sharing + branded search volume demonstrates to Google which sites should be included in the Search Suggestions This becomes self fulfilling – because people click suggest
- 102. ON THE SUBJECTOF SEO Search Engine Optimisation
- 103. Typically SEO = N Great content is what gets you great rankings g If you’re paying someone for ‘SEO’ – run an audit. Most of us them are crooks.
- 106. why takeaways where style roi guide
- 107. Measuring Return OnInvestment • 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
- 108. Accurate Data Required Our first Chrome Extension: http://goo.gl/19kSN
- 109. Accurate Data Required With Professor Traffic from Noisy Little Monkey all you work shows up in Google Analytics, no mess, no fuss.
- 111. Takeaways • Does yourmarketing team KNOW your audience? – Your nerds might not be your target market for sales – Try producing content for ‘personas’ in your audience • 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? NoisyLittleMonkey.com/Feedback Ask me questions here - @MrJonPayne
- 112. The Best SocialMedia Celebrates Creativity
- 113. THANKS! @NoisyMonkey ? @MrJonPayne NSFW jon@noisylittlemonkey.com NoisyLittleMonkey.com/Feedback