Jon Payne of Noisy Little Monkey discusses engaging audiences across multiple social media platforms and online channels to build communities and drive business benefits. Key takeaways include engaging niche audiences like "nerds" on the appropriate platforms, creating a style guide that fits the target audience, empowering teams to provide great customer service, and measuring goals and return on investment.

1. EXTENDING YOUR REACH
Building your community for business benefit
Jon Payne | Noisy Little Monkey

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

3. consult
report research
do train

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

5. why
takeaways who
roi where

6. why
takeaways who
roi where

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

15. Getting Imaginative
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
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.

20. why
takeaways who
roi where

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

22. Boring?
Google doesn’t think so..

23. Every sector has heroes
Who do your nerds love?

24. Think about what / who you know
This isn’t about corporate governance, it’s about brand… but they’re in the same sphere

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

26. 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…

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

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

29. 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

30. 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 Willmott
http://www.clarkewillmott.com/our-people/s/paula-squire.php

31. 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 Willmott
http://www.clarkewillmott.com/our-people/s/paula-squire.php

32. Focus your efforts where we are

33. Where are your nerds?
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

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

35. What does it mean to you?

36. Old Skool
But shiny new channels

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

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

39. Tiger Giraffe Bread
Expensive space to buy

40. New Skool
Listening to what people say about you

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

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

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

44. 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. DON’T FEED THE TROLLS
Make everyone involved aware and responsible

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

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

47. 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)

48. 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. why
takeaways who
roi where

50. There are loads more than this
g

51. But we’ll concentrate on these
Ones where weg really get results
can

52. WHERE SHALL WE ENGAGE?
On your site - BLOG

53. Where? On your site!
• You need a good foundation that
people will link to
• 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
http://wordpress.org/

54. You may not use another platform
People recognise WordPress and use it easily. Google loves it

55. You may not stick with what you have
Unless it is WordPress

56. Social media will not work effectively without it
Srsly.

57. I don’t make any commission
It’s free.

58. A home page
g
So far, so normal

59. g
This is a blog

60. A home page
g
So far, so boring

61. g
This is a blog

62. WHERE SHALL WE ENGAGE?
FACEBOOK

63. 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

64. g
There are profiles for people and pages for organisations , this is my profile

65. g
This is my news feed from here I can access most stuff

66. g
This is a company page

67. Create a page
• Go to any company page
• Click ‘Create a Page’
g
You’ll need a personal Facebook account

68. 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

69. Finesse it
I like
this
Get 25+ fans and choose a username / vanity URL
g
http://www.facebook.com/username makes it easier to share your page

70. g
People who like this page actively want to hear about these!

71. See what works
g
Share interesting content and see what gets shared / increases likes

72. Insights
If you lose / gain a few likes in a month, no problem.
g
It’s the overall trend that is important.

73. Don’t
You want people who want to engage. Not this crap.
g
I will come to your house and slap you.

74. WHERE SHALL WE ENGAGE?
TWITTER

75. 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

76. g
This is my profile

77. This is my newsfeedg
(logged into Twitter.com)

78. g
This is my newsfeed – using an aggregator, in this case Hootsuite

79. First name,
Last name
Web link
Bio
Location
Good ratio of
followers to
following
This is the NoisygLittle Monkey profile

80. 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 characters
g
160 characters = maximum size of SMS message (a text message)

81. 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

82. 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

83. 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

84. 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

85. Tweetiquette
#s or Hashtags denote ‘keywords’ or ‘topics’ that
people may follow using an automated search
Or for ‘hilarious’ comedy effect
g
#EpicFail

86. Twitter Results
ReTweets and engagement with real people are what
count
Don’t measure ‘Klout’ it’s flaky – Try FollowerWonk
Check your Google Analytics for traffic from Twitter
Doing it properly can take time
g
http://www.google.com/analtics - it’s free

87. WHERE SHALL WE ENGAGE?
GOOGLE+

88. Where? On Google+
• Like Facebook + Twitter + Video Skype
• Sharing blog posts
• Outreach to influencers
• Quality, quality, quality
• Relevance
http://plus.google.com

89. You probably have it already
g
Google Circles in Gmail?

90. It’s changing Google’s results
This is a HUGE change. Google g
doesn’t mess with it’s results pages lightly

91. Personal recommendations to me
g
Google already does this a little, but this is quite a jump

92. g
Like Facebook there are profiles for people and pages for organisations , this is my profile

93. g
This is my news feed from here I can access most stuff

94. g
This is a company page

95. Sign up, create a page
g
You will need a personal profile to do this

96. 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

97. Hangout = Video Conference
The person speaking
loudest gets
precedence on all
screens
You can mute
show-offs
• With shared screens to show presentations too
g
https://plus.google.com/108707481527474001272/posts

98. FOLLOWER NUMBERS = VANITY
Engagement & quality shares are what matter

99. What are you talking about?
g
Word cloud of @NoisyMonkey’s last 20 tweets

100. What are you talking about?
Word cloud of Noisyg
Little Monkey’s Facebook page

101. What are you talking about?
g
Word cloud of Noisy Little Monkey’s Google+ page

102. What are you talking about?
Word cloud of Noisy LittlegMonkey’s Blog for the last 6 months

103. Who are you talking to?
We’re talking to local businesses and international SEO experts.
g
Pretty much matches how we do business

104. And who are they talking to?
g
Matt and Jon are our main guys for Twitter, they reach out.

105. And what are they talking about?
g
Word cloud of @MrJonPayne’s last 20 tweets

106. Who shares your stuff?
Sharing diagram ofghttp://theoatmeal.com/sopa

107. why
takeaways nerds
roi reputation

108. 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

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

110. Copy the URL from your address bar
Tehn yuo c’nat imstype ti

111. Slap it into Google’s URL builder
Fill in the relevant info and hit generate URL
https://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1033867

112. Confused?

113. Easy Social Sharing & Tracking
Our first Chrome Extension:
http://goo.gl/19kSN

114. Go to the page you want to share
Just click on Professor Traffic

115. The Data Magically Appears In Analytics
Easy.
AND it makes it really easy for your whole team to share to the right platform

117. Bonus Takeaways
• 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?
I’m here all day and love a challenge. Ask me hard questions.

118. To Build Community
Celebrate Creativity

120. @MrJonPayne
http://gplus.to/JonPayne
@NoisyMonkey
Image Credits
Murdoch – http://articles.businessinsider.com everyman / girl on PC - Logos – Courtesy their respective owners Fatburger - http://helnareneesh.hubpages.com
http://www.flickr.com/photos/topgold/
dumb questions - Magic roundabout - Fin – http://www.welcometohr.com Private sign - http://www.sharenator.com
http://www.flickr.com/photos/36961634@N00/ http://www.flickr.com/photos/zapthedingbat/
Godfather – Paramout Pictures Success Kid - Easy Cheese - Rocky Horror Audience - http://themycenaean.org
http://www.flickr.com/photos/sammyjammy/ http://www.flickr.com/photos/xiaming/
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/