EXTENDING YOUR REACH

1. EXTENDING YOUR REACH Building your community for business benefit Jon Payne, Noisy Little Monkey| On The Edge Bristol | 25th September 2012

2. WHO IS THIS ADONIS? Noisy Little Monkey Ltd Digital Marketing Agency Winner: Best Innovation Finalist: Best Recruitment Campaign Jon Payne Over 13 years in Online Marketing Virtually indistinguishable from Bath stone at room temperature

4. Who’d Trust A Monkey? Over 80 businesses, charities and government bodies in Europe, North America & Africa

7. Become A Lebeouf Brand Be everyflippingwhere BTW – when you’re in the room, you don’t need to read these bits…

8. Turn Customers Into Beleibers Talk about brand loyalty

9. It’s So Spreadable Your audience is already segmented into groups who’ll spread different elements of your message

10. For Market Intelligence Learn what people are saying about your brand, your competitorsRespond accordingly

11. Authority Seed content that gets shared by, mentioned by and links from real people will get you rank on Google

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

13. IT’S ALL ABOUT THE GRAPHS

14. Doing The Usual This used to be the baseline Using Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn

15. Getting Imaginative First article seeded 22% additional unique visits to the website

16. Short Term Campaign Seeded with influencers online and offline User Generated Content (UGC), well seeded. Genuine interaction with audience.

17. It’s Bootsy, baby Feel free to use YOUR FAVOURITE bass player when pitching

18. Keep The Audience Engaged A much better baseline 3 times the traffic

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.

21. Really dude? We need to promote Corporate Governance? This is not going to look good to myFacebook friends Sometimes, brainstorming content strategies is hard

22. Every sector has nerds Who do yours love?

23. Every sector has nerds Is there a common enemy?

24. 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…

25. The silent web visitor… These will visit your site, convert to leads, but are less likely to share … sometimes members of the press

26. Which will give you easy, free PR Not always quite as good as the real thing, but often surprisingly good

27. 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

28. 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 Willmotthttp://www.clarkewillmott.com/our-people/s/paula-squire.php

29. 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 Willmotthttp://www.clarkewillmott.com/our-people/s/paula-squire.php

30. Focus your efforts where we are

31. Where are your nerds? Pinterest generates 3.6 of all referral traffic from social platforms Source: Customer Magnetism 1 in 3 bloggers are mums Source: Neilsen 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites Source: MediaBistro 79% of US Twitter users are more like to recommend brands they follow 67% of US Twitter users are more likely to buy from brands they follow Source: HubSpot Don’t assume you know your market!Do / Commission some research

32. NEGATIVITY? NOT ON MY WATCH, BUD. Sometimes, people feel let down by your business. They may mention this on social media

34. IN MY DAY REPUTATION MEANT SOMETHING What does it mean to you?

35. Old Skool But shiny new channels

36. Tiger Giraffe Bread Great customer service from clever people gets more shares than bad customer service

37. Tiger Giraffe Bread Someone even made him a fan page

38. Tiger Giraffe Bread Expensive space to buy

39. New Skool Listening to what people say about you

40. Listen to Social Channels At the very least, monitor brand mentions – Respond helpfully. This is HootSuite, which we love.

41. Lots of people could stumble across your conversations Some people will actively monitor them

42. Amazingly – customers defend brands Most conversations are public and you can normally turn people around with decent customer service

43. 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 Make everyone involved aware and responsible

44. http://www.noisylittlemonkey.com/tweetastic-bristol-airport/

45. REPUTATION MANAGEMENT = SEO BONUS (or winning on Google)

46. 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)

47. 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

49. 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

50. Measuring ROI with Google Analytics You do have Google Analytics installed right? You do have admin access to it, yeah?