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Jon's talk at BRAVE Bristol, August 2013
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We’re Live Tweeting - @NoisyMonkey
SOCIAL MEDIA FOR YOUR BUSINESS
AUGUST 2013
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
Over 80 businesses, charities and gov’t bodies in EU, USA & Africa
WHO’D TRUST A MONKEY?
pinterestgoogle+
roi
@MrJonPayne
YOU DO NOT WANT HANDOUTS
http://www.flickr.com/people/38375554@N05/
HANDOUTS MAKE
YOU SICK
@MrJonPayne
YOU WILL VIEW THESE SLIDES ONLINE
http://www.flickr.com/people/38375554@N05/
AND GIVE US SOME FEEDBACK (PLEASE)
@MrJonPayne
WHY GET SOCIAL?
@MrJonPayne
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BECOME A LEBEOUF BRAND
Be here, be there, be every-flipping-where.
Talk about brand loyalty
CUSTOMERS INTO BELEIBERS
It’s So Spreadable
Your audience is already segmented into groups who’ll spread different elements of your message
FOR MARKET INTELLIGENCE
Learn what people are saying about your brand, your competitorsRespond accordingly
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AUTHORITY
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
THINK ABOUT YOUR AUDIENCE
@MrJonPayne
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 rest of us
TAMING THE BEAST
REQUIRES A FOUNDATION
@MrJonPayne
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/
You may not use another platform
People recognise WordPress and use it easily. Google loves it
Unless it is WordPress
You may not stick with what you have
Srsly.
Social media will not work effectively without it
It’s free.
I don’t make any commission
Because people get their social on from smart phones
CHOOSE AN ADAPTIVE DESIGN
TAMING THE BEAST
REQUIRES ORGANISATION
@MrJonPayne
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
QUESTION
IS YOUR ORGANISATION ON FACEBOOK?
@MrJonPayne
QUESTION
IS THERE ANY BENEFIT TO HAVING YOUR ORGANISATION ON FACEBOOK?
@MrJonPayne
IF THE AREA OF THIS SLIDE REPRESENTS ALL
THE TRAFFIC ON THE INTERNET
@MrJonPayne
http://mashable.com/2010/11/19/facebook-traffic-stats/
Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founder
THIS MUCHIS FACEBOOK
LIFE IZ SUHWEET!
Some 45 billion web pageshttp://www.worldwidewebsize.com/
45 billion other web pages are
fighting over the remainder
@MrJonPayne
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Power_of_Like_CPG
THIS IS HOW MUCH TIME IS
SPENT ON THE
NEWSFEED
You do the math(s).
THIS IS HOW MUCH TIME IS
SPENT ON THE
NEWSFEED
YOU NEED TO BE IN NEWSFEEDS
You do the math(s).@MrJonPayne
FACEBOOK IS TESTING A SEARCH ENGINE
@MrJonPayne
Users search for stuff and it gives them answers based on their historic timeline and those of their friends
And the friends of their friends.
Be this guy.
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
OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTY
I like this
@MrJonPayne
OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTY
I like this
@MrJonPayne
OK.
THAT’S THE FOUNDATION
@MrJonPayne
OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTYENGAGE
@MrJonPayne
IMAGES & VIDEO
@MrJonPayne
A great Facebook page shares cool images and video that are of interest to its audience
@Tashsb
This?
@Tashsb
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
Lots of weight / EdgeRank@Tashsb
You can curate other people’s photos, it’s not all about you… But remember to include a description…
@Tashsb
Descriptions: Make sure to add locations/ people and accurately describe the image.
@Tashsb
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
Timing – Post when your audience will most likely be online @Tashsb
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 theyare fans of. Marketing Science
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
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DON’T
You want people who want to engage. Not this crap. I will come to your house and slap you.
MEASURE WHAT WORKS
IT’S EASY – THERE’S FACEBOOK INSIGHTS
@MrJonPayne
WHEN YOU CREATE
Our first Google Chrome Extension (it’s free)
LINK BACK TO YOUR SITE & MEASURE SUCCESS
REPEAT WHAT WORKS
No set up. Share shortened links. Data shows up in Google Analytics.
IMPROVE WHAT DOESN’T
BE PART OF THE TWITTERATI
AND TALK THE TALK ON TWITTER
@MrJonPayne
QUESTION
ARE YOU ON TWITTER?
@MrJonPayne
QUESTION
WHEN DID YOU TWEET LAST?
@MrJonPayne
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 characters160 characters = maximum size of SMS message (a text message)
It doesn’t have to be a ‘reply’ it canbe just a way to get attention…
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
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
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
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
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
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.
NOT COLD CALLING
No set up. Share shortened links. Data shows up in Google Analytics.
MENTIONS
@MrJonPayne
NOT COLD CALLING
We love Cat – She’s ace.
YOU’LL GET BANNED FOR SPAM
NOT ME ME ME
REMEMBER – YOU, WE, ME
@MrJonPayne
SOLVE PROBLEMS
CUSTOMER SERVICE
@MrJonPayne
This is a hootsuite screenshot. More later
HOOTSUITE
LISTEN
@MrJonPayne
Smile, Ask, Listen, Educate… Sell…?
140 CHARACTERS?
NOT ON YOUR NELLY. KEEP IT TO 100 OR LESS
@MrJonPayne
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
YOU CAN BE MYSTERIOUS & FUNNY
Only 28 characters in the best headline ever, 29 if you include the protagonist
AND SHORT
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!
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!
WHO HAS HEARD OF PINTEREST?
@Tashsb
It’s all about the images! Organise, Like & Pin!
Pinterest Question Show of handsIntro to what pinterest, what n whyexamples of best practicesmeasuring success
More than just cakes and cats
@Tashsb
Not just for Girls
Or exciting products
Verify your business account
No of Pins & repins from your website / Number of visits to your website from Pinterest
HOW DO I GET PEOPLE PINTERESTED IF I’VE GOT A ‘BORING’ COMPANY?
@MrJonPayne
Before you start. Create a plan of what boards you could create that will appeal to your audience
Make it personal - Include the team
Create interesting or optimised board titles ‘White Kitchens’ / ‘Boys Nursery’ rather than ‘For the Home’
Think about the type of images your sharing
DescriptionOrderVisualsEtiquette
The description is how the image is found so make it relevant and not an #epicfail
Chic, blonde, braided updo! The perfect hairstyle for a wedding or party. Great image by @Janedoe
REUSE, REPURPOSE, RECYCLE
FOR AWESOME RESULTS ON GOOGLE
@MrJonPayne
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 account to see your face in the search results@MrJonPayne
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. @MrJonPayneVerify your website using Google WMT and pwn search results
TAKEAWAY
STOP THE SCROLL
@MrJonPayne
FUNNY
@MrJonPayne
DISGUSTING
@MrJonPayne
SEXY
@MrJonPayne
SEXY
@MrJonPayne
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
TAKEAWAYS
Increased brand awareness FROM ACTIVE people, more leads
• Optimise your Facebook PAGE• Be disruptive. STOP THE SCROLL
@MrJonPayne
TAKEAWAYS
Good customer service leads to more repeat business, higher AOV
• Help a brother out• Good customer service is visible
@MrJonPayne
TAKEAWAYS
A great way to have your products discovered with just one click to your buy now page
• Be creative with your visuals• Write a good description• #Hashtags #are #overused #dontjoinin
@MrJonPayne
TAKEAWAYS
More website visitors, more leads.
GOOGLE+
• It’s shit, but you know…• Protect your branded search on Google SERPs
@MrJonPayne
GET THE SLIDES: Go To Our Website
ASK: @MrJonPayneASK: @NoisyMonkey
