Bath College Social Media Course - Oct 2015

@NoisyMonkey @Tashsb
CITY OF BATH
COLLEGE
SOCIAL MEDIA & EMAIL

HELLOOO!
• Noisy Little Monkey are a
digital marketing agency
• I’m creative D of NLM
• Manage all of the social
channels for all of the clients
• Social Media is Hard.
• I like pictures (not so much the
words…)
NOISY LITTLE MONKEY

EMERGENCY?
©BAMCorp

WHO ARE YOU
What would you like to achieve today?
©BAMCorp

TODAY
What I’ll be talking about:
WRITING
CONTENT
FACEBOOK TWITTER
GOOGLE PLUS
&
TOOLS
PINTEREST EMAIL
Break Break Break

HOLD YOUR
QUESTIONS
©Shawnzrozzi

EXPECTATIONS – KEEP IN MIND…
• I don’t have all the answers
• I’ll probably be wrong
• You will probably be wrong.
• Things that work for me may not work for you.
• Take everything with a pinch of salt –
If it doesn’t work try something else.
• DEAR GOD, WHY DOES IT KEEP CHANGING
©SoraZG

Social Media @Tashsb
HAVE YOU GOT A RESPONSIVE WEBSITE?
http://wordpress.org/
http://yoast.com/wordpress/seo/

BUT WHY WRITE CONTENT?
There are a number of reasons why you should but my top two are:
• Google likes fresh content (your site will rank better)
• A great way to engage with your audience and attract them to your
website.

http://www.youtube.com/watch?v=mmQl6VGvX-c
KNOWLEDGE GRAPH

BUT WHY WRITE CONTENT?
There are a number of reasons why you should but my top two are:
• Google likes fresh content (your site will rank better)
• A great way to engage with your audience and attract them to your
website.
(But don’t write content for content’s sake)

WHO ARE YOU DOING THIS FOR?
©Reuver

SOCIAL MEDIA STYLE GUIDE
• Who are the audience?
• What do the audience want?
• What do they want from social media?
• Who do they trust?
• What do they read online?
• What does that mean for my writing style?
• Who is empowered to do this?
Take ½ a day to do this.
It’ll make you do a better job
WHO ARE YOU DOING THIS FOR?

IT Director
Challenges:
Budgets
Reliable Infrastructure
Managing geeks
Wants:
Straight forward language
Reliable data
Facts figures
Reads The Register, Seth Godin, Homes
& Gardens, the headlines on the gutter
press
Uses Email. BBC apps
Developer (agency based)
Challenges:
Work / Life (18 month old kid)
Productivity
The new boy is better than me
Wants:
Productivity Tools, management advice,
Google Glass, to be entertained
Reads netmums, nhs direct, Stackoverflow,
Wired, Oatmeal, xkcd
Uses r/tech, Facebook
IT Journalist
Challenges:
Being ahead of the latest geek trends, stock
news, tech gossip, being found out.
Wants:
Google Glass, Bylines in the nationals, her big
break.
Reads The Register, Guardian Tech, gizmodo,
TC, Mashable, Buzzfeed, NextWeb
Uses r/tech, Google+, Twitter & Facebook
© Wordlizen, Dekcuf, GuySie

YOUR TURN
Smith, Smith & Smith
Solicitors
Sunshine Kids

SPLIT – 15 MINUTES
What I want to know:
Demographics:
• Name? Age? Where do they live? Kids?
Background:
• Job role? How much do they earn?
• What do they read? Drive?
• Goals:
• What challenges do they face at work?
• What do they want to achieve personally
& in their career?
IT Journalist
Challenges:
Being ahead of the latest geek trends, stock
news, tech gossip, being found out.
Wants:
Google Glass, Bylines in the nationals, her big
break.
Reads The Register, Guardian Tech, gizmodo,
TC, Mashable, Buzzfeed, NextWeb
Uses r/tech, Google+, Twitter & Facebook

YOUR TURN
• What is his/her name? What is her age?
• What city/area do they currently live in? What type of housing does he currently live in? (Rented flat etc.) detached
house
• Is he single, dating, or married? Kids? Pets?
• What are their favourite TV shows? Bake Off, Box sets, Corrie etc.
• How do they spend the weekends? Socialising, entertaining
• Where do they shop? Local, markets, high street, M&S, Fat Face etc.
• What’s their job?
• Are they buyer or persuader / researcher (joint purchase etc.)
• What challenges do they face at work and at home?
• How can you help solve their unique challenges?
• How does he prefer to communicate? Social or email
• What social networks do they spend time on? Twitter, Facebook, Pinterest
• What objections would they have to buying from Sunshine Kids?
• What factors might make him choose a competitor’s product over your own?

PERSONA A PERSONA B
©Photocapy

JANE
BACKGROUND:
• HR Manager
• Worked at the same company for 10 years; worked her way up from Administrator
• Married with 2 children (5 and 8)
• Drives 4X4
DEMOGRAPHICS:
• Female
• Age 40s
• Earning £30-40+k
• Semi-rural
IDENTIFIERS:
• Calm demeanor
• Career driven
• Probably has an assistant screening calls
HERE’S ONE I MADE EARLIER

GOALS:
• Keep employees happy and turnover low
• Support management and finance teams
• Ensure department is a useful resource
• Dream home
CHALLENGES:
• Getting everything done with a small team
• Rolling out changes to the entire company
• Juggling home and work
HOW WE CAN HELP:
• Provide practical advice
• Local news stories
• Be human and responsive
• Provide information she can share to team and company
• Property news
• Fit into her lifestyle
OUR LONG TERM GOAL FOR JANE:
• Become a client
JANE
HERE’S ONE I MADE EARLIER

USE PERSONAS TO CREATE
PURPOSE
• Give your content purpose – What do you want your audience
to do or feel after reading your blog post?
Do you want them to:
• Share it, engage, converse, feel informed or enlightened?
• What can you write about to help or inspire your audience?
• Can you answer their queries?
• What do they need to know about you?

USE PERSONAS TO THINK
ABOUT TYPES OF CONTENT
How-To Guides Step by step guides
Top Lists Top ten
Opinion Over Controversial Topics Provide perspective
Data Interesting stats
News What’s trending
Interviews Meet the team
Infographics Turn data into a visual format
Product, Service, or Content Highlight what you do
Reviews Provide opinion
Pro/Con lists Help make people make decisions
Video/Audio Content Bite size information
Seasonal Content Valentines day, Pirates day, Christmas etc.

Your Content
(& Social Media)
Your Website
80% 20%https://www.distilled.net/blog/the-content-matrix/

https://twitter.twimg.com/OwnTheMoment

BRAINSTORM – 10 MINUTES
Come up with 5 blog topics for your persona
Example:
• Blog title: 5 ways to improve your relationship
• Description: Stats about separation – provide useful digestible
chunks of advice.
• CTA: Get in touch.

PERSONA A PERSONA B

GOT IDEAS? – GET PLANNING
Hubspot Editorial Calendar
Think about how much you can do?

QUESTIONS

©Andi Sidwell

OR IF YOU’VE ALREADY STARTED, IT’S
TIME TO CHECK…
©Philon

WHICH PLATFORMS?

SPREADS EASILY
Double bubble = social helping search ranking

WHY ARE YOU USING SOCIAL MEDIA?
Goals will help you measure what’s working – You might have different goals for different channels
WHAT ARE YOUR GOALS

WHO IS YOUR AUDIENCE (BY CHANNEL)

@NoisyMonke
y or event #
@MrJonPayne
WOT DUZ DAT MEAN FYR
STYLEZ, BRUV?
Who are you? Tone of voice? Izzit?

FACEBOOK
© Coletivo Mambembe

FACEBOOK
Via Simply Measured © Coletivo Mambembe

HOW DO YOU FEEL
ABOUT FB?

FACEBOOK – WHAT’S CHANGED
• September 2013 - Reduced the reach of brand pages
• Old news will be pushed down – breaking news and live events &
trending topics will surface more readily.
• From Jan 2015 - Facebook will begin monitoring and reducing the
appearance of overly promotional posts
https://blog.bufferapp.com/facebook-news-feed-algorithm

FACEBOOK
• April 21, 2015 - The content posted by your friends, items such as
photos, videos, status updates or links, will appear higher in the
News Feed, potentially having an effect on the visibility of content
from Pages.
• June 12, 2015 - How much time you spend viewing stories
becomes a factor Facebook uses to determine what to show at the
top of your News Feed.
• The signals from content you spend more time with will help
determine what appears higher in the News Feed, potentially
having an effect on the visibility of content from Pages.

@NoisyMonkey @TashsbUS Audience via Ad Week http://goo.gl/IHH2Lq
18-24
25-34
35-44
45-54
55-64
65+

A perfect Facebook post:
• is a link
• is brief - 40 characters or
fewer, if you can swing it
• gets published at non-peak
times
• follows other posts on a
regular schedule
• timely and newsworthy
https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post
WHAT FACEBOOK LIKES

YOUR TURN
• Should your client be on Facebook?
• Who is their target audience for Facebook?
• Tone of voice?
• What type of content should they post?

FIND OUT WHAT WORKS FOR
YOU
ANALYSE

INSIGHTS OVERVIEW
Post Clicks
Likes, Comments
& Shares

NOT ALWAYS AS IT SEEMS
@Tashsb
Why goals and measuring is really important!

WHAT WORKS FOR US

CONSIDER ADVERTISING

ADVERTISING ON FACEBOOK
Via Ads Manager

@NoisyMonkey @TashsbThis is why personas and interests are useful!

Via Boost Post on your Page

HOW MUCH TO SPEND?
How long’s a piece of string?

@NoisyMonkey @Tashsb© Aaron Stidwell
FACEBOOK CONCLUSION & TIPS
• Choose your goals for Facebook
• Test post styles, imagery and text
• Look at insights
• Set aside a budget for paid.

TWITTER
© Eldh

HOW DO YOU FEEL
ABOUT TWITTER?

@NoisyMonkey @Tashsb© A.Pasquier

IS YOUR AUDIENCE ON TWITTER?
Advocates
Customers
LocalsJournos
Nerds

@NoisyMonkey @TashsbSocial Media Training @Tashsb
Followerwonk & JustUnfollo
IS YOUR AUDIENCE ON TWITTER?

HOW TO SEARCH
• Look at who your
competitors are following?
• Look at who is following
your competitors?
• Who is famous in your
industry?
• Who is local?
• Who is a brand
ambassador?
• Who has similar interests?

USE LISTS
• The timeline you wished you had
• Journalists and bloggers
• Influencers
• Customer/ Clients
• Competitors
• By sector
• Location based lists

@NoisyMonke
y or event #
@MrJonPayneSocial Media @Tashsb
Hoostsuite
LISTEN & CONVERSE
http://blog.hootsuite.com/hoottip-geo-located-search/

Schedule your posts, keep pics big and maintain editorial sign off,
use BufferApp

WHAT WORKS
Using images, videos & gifs, sharing other peoples content and reaching out to people.
http://blog.hubspot.com/marketing/visual-content-marketing-strategy?
Tweets with images receive 18% more clicks, 89% more
favourites and 150% more retweets

HOW DO YOUR TWEETS LOOK
Share video, image content… resize images!

• Tweets that include hashtags are 33% more likely
to get retweeted than tweets without hashtags
http://hashtagify.me

YOUR TURN
• Should your client be on Twitter?
• Who is their target audience for Twitter?
• Tone of voice?

TWITTER
ANALYTICS
Impressions per
tweet
Engagement
per tweet
Engagement Rate
per tweet

Impressions
Summary
TWITTER ANALYTICS

ADVERTISING - INTERESTS

ADVERTISING - @ HANDLES
http://www.socialbro.com/blog/9-crucial-twitter-advertising-tips-n-tricks

• Clear CTA ‘Click Here’
• Use Urgency ‘Right Now’
• Use Pictures & resize your images
• Comment don’t just RT
• Share your message more than once
TWITTER CONCLUNSION & TIPS

LUNCH BREAK

Social Media @Tashsb© BellaFaye Garden

According to Piqora:
70% of the clicks happen
within first 2 days

IS YOUR AUDIENCE ON PINTEREST

http://www.pinterest.com/salesforce/

SECRET BOARDS
https://help.pinterest.com/en/articles/secret-boards#Web
BE INSPIRED

TYPE OF PICTURES ARE IMPORTANT
Curalate Infographic

Curalate Infographic

WHAT WORKS
• Pin more often, and space out your pins
• Apply for Rich Pins for your website or blog
• Create the right-sized images (2:3 or 1:3.5, with a
minimum width of 600 pixels.)
• Write better descriptions – keyword-rich, detailed
• Use correct capitalisation and punctuation
• No hashtags
• No promotional information (“10% off” or “Two for $9.99!”)
• No salesy calls to action (“Buy now!”)
• No references to Pinterest functionality (“Click here to pin!”).
• Use multiple images within a pin
• Create Pins with text in them
https://blog.bufferapp.com/pinterest-marketing-tips
https://business.pinterest.com/sites/business/files/how-to-make-great-pins-guide-en-01.pdf

YOUR TURN
Smith, Smith & Smith
Solicitors
Sunshine Kids

YOUR TURN
• Should your client be on Pinterest?
• Who is their target audience for Pinterest?
• Tone of voice?
• What type of content should they Pinterest?

https://business.pinterest.com/en/blog/how-use-pinterest-analytics-change-way-you-pin

• Use attractive & engaging images
• Write optimised descriptions for your pins
• Think about trends
• A mix of your pins and others
• Use secret boards to inspire
• Tell your story
PINTEREST TIPS
© Aaron Stidwell

QUESTIONS

GOOGLE PLUS

Local Page vs. Brand Page

#DownloadBath @MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

#DownloadBath @MrJonPayne100,000 + views from Google / Google maps

#DownloadBath @MrJonPayne100,000 + views from Google / Google maps
http://www.noisylittlemonkey.com/?s=google+plus

YOUR TURN
• Should your client be on GooglePlus?
• Who is their target audience for GooglePlus?
• Tone of voice?

Social Media @Tashsb“My company isn’t very visual”… So?

Illustrate facts and quotes

WHAT WORKS
Building a community

TALK TO YOUR COMMUNITY

BEHIND THE SCENES

COMPETITIONS

########
http://top-hashtags.com/instagram/

1. 2.
3. 4.

Iconosquare
ICONOSQUARE

• Use relevant #
• Converse
• Be involved in your community
• Tell your story
• Think about trends
INSTAGRAM TIPS
© Aaron Stidwell

•
http://www.picmonkey.com/ & https://www.canva.com/
http://www.noisylittlemonkey.com/blog/free-images/
http://thevisualcommunicationguy.com/2014/07/14/can-i-use-that-picture/

http://www.picmonkey.com/ & https://www.canva.com/

MONITOR . MEASURE . IMPROVE
Hootsuite | Bufferapp | Professor Traffic
http://www.noisylittlemonkey.com/blog/free-images/?utm_source=Twitter&utm_medium=link&utm_campaign=social

@NoisyMonkey @TashsbCampaigns in Analytics

TECH TAKE AWAY
• For best results you need to
• connect your website to
• your various social channels.
https://developers.google.com/webmasters/structured-
data/customize/social-profiles

IS IT FOR YOU?
• Do you have time to create copy?
• Do you want to pay?
• Do you have time to test?
• Will you lose out if you don’t?

WHAT TO USE

CONTENT: KEEP IT SPECIFIC
• The more you add the more cluttered it becomes.
• Choose a topic or theme, keep it targeted.
• Balance it 90% education and 10% promotional.
(People only have so much money)
• Be concise and scannable – people don’t have a lot of time.
• Create the account under a different email address
• Don’t buy lists

MAKE SURE IMAGES HAVE ALT TEXT

MAKE IT EASY TO UNSUBSCRIBE

SUBJECT LINE – CRAZY IMPORTANT!!
• People see your subject line regardless of whether it’s opened
• There are no silver bullets
Best Practice:
• You should keep your subject line to 50 characters or fewer.
• Be careful of using words like ‘FREE’ ‘offer’ ‘!!!!!’ ‘help’ ‘WTF’
• Sell without selling – Text ‘Sale’ vs ‘Save’ ‘free delivery’ ‘% off’
‘discount’
• Make it personal
http://blog.hubspot.com/blog/tabid/6307/bid/30684/The-Ultimate-List-of-Email-
SPAM-Trigger-Words.aspx

EMAIL BEGINS ON YOUR WEBSITE / SOCIAL
GIVE THEM A REASON TO SIGN UP

CONCLUSION
• Make it personal
• Pretty isn’t always better
• Be human
• Don’t trust your gut
• Test Everything
• A/B Test
http://www.slideshare.net/jessday/obama-2012-lessons-from-a-
datadriven-campaign

QUESTIONS
@NoisyMonkey @TashSB

Bath College Social Media Course - Oct 2015

Bath College Social Media Course - Oct 2015

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