EXTENDING YOUR REACH
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Transcript of EXTENDING YOUR REACH
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EXTENDING YOUR REACHBuilding your community for business benefit
Jon Payne, Noisy Little Monkey| On The Edge Bristol | 25th September 2012
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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
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consult
research
traindo
report
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Who’d Trust A Monkey?
Over 80 businesses, charities and government bodies in Europe, North America & Africa
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why
nerds
reputationroi
takeaways
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why
nerds
reputationroi
takeaways
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Become A Lebeouf Brand
Be everyflippingwhereBTW – when you’re in the room, you don’t need to read these bits…
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Talk about brand loyalty
Turn Customers Into Beleibers
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It’s So Spreadable
Your audience is already segmented into groups who’ll spread different elements of your message
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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
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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
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IT’S ALL ABOUT THE GRAPHS
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Doing The Usual
Using Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn
This used to be
the baseline
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Getting Imaginative
22% additional unique visits to the website
First article seeded
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Short Term Campaign
User Generated Content (UGC), well seeded. Genuine interaction with audience.
Seeded with influencers online and offline
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It’s Bootsy, baby
Feel free to use YOUR FAVOURITE bass player when pitching
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Keep The Audience Engaged
3 times the traffic
A much better
baseline
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• 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.
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why
nerds
reputationroi
takeaways
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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
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Every sector has nerds
Who do yours love?
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Every sector has nerds
Is there a common enemy?
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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…
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The silent web visitor… These will visit your site, convert to leads, but are less likely to share… sometimes members of the press
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Not always quite as good as the real thing, but often surprisingly good
Which will give you easy, free PR
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• 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
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• 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
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• 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
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Focus your efforts where we are
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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
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Sometimes, people feel let down by your business. They may mention this on social media
NEGATIVITY?
NOT ON MYWATCH, BUD.
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why
nerds
reputationroi
takeaways
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What does it mean to you?
IN MYDAYREPUTATION MEANT SOMETHING
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Old SkoolBut shiny new channels
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Tiger Giraffe Bread
Great customer service from clever people gets more shares than bad customer service
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Tiger Giraffe Bread
Someone even made him a fan page
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Tiger Giraffe Bread
Expensive space to buy
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New SkoolListening to what people say about you
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At the very least, monitor brand mentions – Respond helpfully.This is HootSuite, which we love.
Listen to Social Channels
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Lots of people could stumble across your conversationsSome people will actively monitor them
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Most conversations are public and you can normally turn people around with decent customer service
Amazingly – customers defend brands
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• 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
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http://www.noisylittlemonkey.com/tweetastic-bristol-airport/
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REPUTATION MANAGEMENT = SEO BONUS
(or winning on Google)
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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
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This becomes self fulfilling – because people click suggest
A velocity ofsharing + branded search volumedemonstrates to Google which sites should be included in theSearch Suggestions
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why
nerds
reputationroi
takeaways
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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
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Measuring ROI with Google Analytics
You do have Google Analytics installed right?You do have admin access to it, yeah?
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Copy the URL from your address bar
Tehn yuo c’nat imstype ti
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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
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Confused?
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Our first Chrome Extension: http://goo.gl/19kSN
Easy Social Sharing & Tracking
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Go to the page you want to share
Just click on Professor Traffic
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The Data Magically Appears In Analytics
Easy.AND it makes it really easy for your whole team to share to the right platform
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• 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.
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To Build Community
Celebrate Creativity
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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/