Social Media For Business
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This document provides guidance on using social media for business. It discusses engaging on various social media platforms like Facebook, Twitter, Google+, and one's own website. It emphasizes the importance of having a consistent brand style, engaging quality audiences, and measuring return on investment through accurate data on goals like increased traffic or leads. Key takeaways include understanding one's audience, empowering teams to provide great customer service, and continually refining social media strategy based on metrics.
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Social Media For Business
- 1. SOCIAL MEDIA Ideas For Business Jon Payne, Noisy Little Monkey
- 2. A SUBLIMINAL MESSAGE You do not want hand-outs NoisyLittleMonkey.com/Feedback
- 3. WHO IS THIS MUPPET? Jon Payne Over 12 years in Online Marketing Founder of… Noisy Little Monkey Ltd Digital Marketing Agency
- 4. NOISY LITTLE WHAT? Noisy Little Monkey Ltd Search & Social Media Agency Winner: Best Innovation Finalist: Best Recruitment Campaign
- 5. consult report research do train
- 6. Who trusts you? Over 80 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 Lebeouf Brand g Be here, be there, be every-flipping-where.
- 10. Turn Customers Into Beleibers 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 ABOUT THE GRAPHS
- 16. Doing The Usual Using Job 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 Audience Engaged 3 times the traffic
- 20. It’s Bootsy, baby Keep itg fresh, get noticed
- 21. why takeaways where style roi guide
- 22. WHERE SHALL WE ENGAGE? And who with?
- 23. There are loads more than this g
- 24. But we’ll concentrate on these Ones where weg really get results can
- 25. WHERE SHALL WE ENGAGE? On Your Site
- 26. 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 • 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 not use another platform People recognise WordPress and use it easily. Google loves it
- 28. You may not stick with what you have Unless it is WordPress
- 29. Social media will not work effectively without it Srsly.
- 30. I don’t make any commission It’s free.
- 31. Choose An Adaptive Design 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 sharing buttons… Think g Goldilocks!
- 39. The results g Amazing Google rank – this sort of stuff has got them mentions in Parliament!
- 40. Keep The Audience Engaged 3 times the traffic
- 41. WHERE SHALL WE ENGAGE? 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 profiles for 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 a company page
- 46. Create your organisation’s page • 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 interesting to 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 too much 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 too much 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 people who want to engage. Not this crap. g I will come to your house and slap you.
- 57. WHERE SHALL WE ENGAGE? 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 my profile
- 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 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 g ReTweeting is a great way to share useful info while giving attribution to the creator
- 63. Tweetiquette Though mostly today people 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> is a 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 up in 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 Hashtags denote ‘keywords’ or ‘topics’ that people may follow using an automated search Or for ‘hilarious’ comedy effect g #EpicFail
- 68. Twitter Results ReTweets and engagement 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 WE ENGAGE? 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 have it if you use GMail g Google Circles in Gmail?
- 72. It’s changing Google’s results This is a HUGE change. Google g doesn’t mess with it’s results pages lightly
- 73. Personal recommendations to me 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 a company page
- 77. Sign up, create a 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
- 82. FOLLOWER NUMBERS = VANITY Engagement & quality shares are what matter
- 83. why takeaways where style roi guide
- 84. Who are the passionate 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 give you 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. And visits Campaign launched (Twitter / Facebook / G+ / LinkedIn / Website) Baroness Thatcher dies 5 minutes later.
- 88. And visits Personal emails & tweets to business contacts
- 89. And visits Mention on BBC Radio Somerset (because we tweeted the host & followed up with PR to the producer)
- 90. And visits Mention on JackFM & Breeze Bristol news items all morning
- 91. ENGAGEMENT REQUIRES STYLE Your brand needs to be consistent
- 92. 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
- 93. Sometimes, people feel let down by your business. They may mention this on social media
- 94. What does it mean to you?
- 95. Old Skool But shiny new channels
- 96. Tiger Giraffe Bread Great customer service from clever people gets more shares than bad customer service
- 97. Tiger Giraffe Bread Someone even made him a fan page
- 98. Tiger Giraffe Bread Expensive space to buy
- 99. New Skool Listening to what people say about you
- 100. Listen to Social Channels At the very least, monitor brand mentions – Respond helpfully.
- 101. Lots of people could stumble across your conversations Some people will actively monitor them
- 102. It’s All Public Most conversations are public and you can normally turn people around with decent customer service
- 104. REPUTATION MANAGEMENT & SEO (or winning on Google)
- 105. 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)
- 106. 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
- 107. ON THE SUBJECT OF SEO Search Engine Optimisation
- 108. 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.
- 111. why takeaways where style roi guide
- 112. 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
- 113. Accurate Data Required Our first Chrome Extension: http://goo.gl/19kSN
- 114. Accurate Data Required With Professor Traffic from Noisy Little Monkey all you work shows up in Google Analytics, no mess, no fuss.
- 116. Takeaways • Does your marketing 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
- 117. The Best Social Media Celebrates Creativity
- 118. THANKS! @NoisyMonkey ? @MrJonPayne NSFW jon@noisylittlemonkey.com NoisyLittleMonkey.com/Feedback