extending your reach

EXTENDING YOUR REACHBuilding your community for business benefit

Jon Payne, Noisy Little Monkey| On The Edge Bristol | 25th September 2012

WHO IS THIS ADONIS?

Jon PayneOver 13 years in Online MarketingVirtually indistinguishable from Bath stone at room temperature

Noisy Little Monkey LtdDigital Marketing Agency

Winner: Best Innovation Finalist: Best Recruitment Campaign

consult

research

traindo

report

Who’d Trust A Monkey?

Over 80 businesses, charities and government bodies in Europe, North America & Africa

why

nerds

reputationroi

takeaways

why

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takeaways

Become A Lebeouf Brand

Be everyflippingwhereBTW – when you’re in the room, you don’t need to read these bits…

Talk about brand loyalty

Turn 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

Authority

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

More Web Traffic, More Leads, Less Money

Seriously. Investment in intelligent use of social media gives you long term return in terms ofvisitors to your site and long term Google ranking

IT’S ALL ABOUT THE GRAPHS

Doing The Usual

Using Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn

This used to be

the baseline

Getting Imaginative

22% additional unique visits to the website

First article seeded

Short Term Campaign

User Generated Content (UGC), well seeded. Genuine interaction with audience.

Seeded with influencers online and offline

It’s Bootsy, baby

Feel free to use YOUR FAVOURITE bass player when pitching

Keep The Audience Engaged

3 times the traffic

A much better

baseline

• 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

Pitching To Your Boss / Client / Team

It’s part of the “coms” bit of marcoms. It doesn’t replace marketing, it augments it.

why

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takeaways

Sometimes, brainstorming content strategies is hard

Really dude? We need to promote

Corporate Governance?

This is not going to look good to my Facebook

friends

Every sector has nerds

Who do yours love?

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 bethe 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

Not always quite as good as the real thing, but often surprisingly good

Which will give you easy, free PR

• 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?

Style Guide Kick Off

Get the brand guardians, free thinkers and social junkies in on the chatTake AT LEAST half a day to discuss it

• 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.

Legal Do’s For Employers

From Paula Squire of Clarke Willmotthttp://www.clarkewillmott.com/our-people/s/paula-squire.php

• 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.

For Employees

From Paula Squire of Clarke Willmotthttp://www.clarkewillmott.com/our-people/s/paula-squire.php

Focus your efforts where we are

Where are your nerds?

Don’t assume you know your market!Do / Commission some research

1 in 3 bloggers are mums

Source: Neilsen

Pinterest generates 3.6 ofall referral traffic from social

platformsSource: Customer Magnetism

79% 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

55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sitesSource: MediaBistro

Sometimes, people feel let down by your business. They may mention this on social media

NEGATIVITY?

NOT ON MYWATCH, BUD.

why

nerds

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What does it mean to you?

IN MYDAYREPUTATION MEANT SOMETHING

Old SkoolBut shiny new channels

Tiger Giraffe Bread

Great customer service from clever people gets more shares than bad customer service

Tiger Giraffe Bread

Someone even made him a fan page

Tiger Giraffe Bread

Expensive space to buy

New SkoolListening to what people say about you

At the very least, monitor brand mentions – Respond helpfully.This is HootSuite, which we love.

Listen to Social Channels

Lots of people could stumble across your conversationsSome people will actively monitor them

Most conversations are public and you can normally turn people around with decent customer service

Amazingly – customers defend brands

• 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

Negative Comments

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

REPUTATION MANAGEMENT = SEO BONUS

(or winning on Google)

Search for your brand (use an incognito / private browsing window)

We can push

• bad press• negative feedback• nuisance listings

down because we OWN this page

This becomes self fulfilling – because people click suggest

A velocity ofsharing + branded search volumedemonstrates to Google which sites should be included in theSearch Suggestions

why

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• 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

Measuring Return On Investment

Plan, do, review, improve

Measuring ROI with Google Analytics

You do have Google Analytics installed right?You do have admin access to it, yeah?

Copy the URL from your address bar

Tehn yuo c’nat imstype ti

Slap it into Google’s URL builder

Fill in the relevant info and hit generate URLhttps://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1033867

Confused?

Our first Chrome Extension: http://goo.gl/19kSN

Easy Social Sharing & Tracking

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

• 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?

Bonus Takeaways

I’m here all day and love a challenge. Ask me hard questions.

To Build Community

Celebrate Creativity

Image Credits

@MrJonPaynehttp://gplus.to/JonPayne

@NoisyMonkey

Murdoch – http://articles.businessinsider.com everyman / girl on PC - http://www.flickr.com/photos/topgold/

Logos – Courtesy their respective owners Fatburger - http://helnareneesh.hubpages.com

dumb questions - http://www.flickr.com/photos/36961634@N00/

Magic roundabout - http://www.flickr.com/photos/zapthedingbat/

Fin – http://www.welcometohr.com Private sign - http://www.sharenator.com

Godfather – Paramout Pictures Success Kid -http://www.flickr.com/photos/sammyjammy/

Easy Cheese - http://www.flickr.com/photos/xiaming/

Rocky Horror Audience - http://themycenaean.org

Bored kids - http://www.flickr.com/photos/zen/ Scrooge – United Artists Cartman – Braniff Productions Switchboard Operator - http://www.shutterstock.com

La Vache Qui Rit – Groupe Bel Justin fucking Beiber - http://jbieber.blogg.se Frank Leboeuf - http://forgottenornot.tumblr.com/