The talk I gave at Taunton Rugby Club on 2nd Feb 2015

2. AOC SW @MrJonPayne
SOCIAL MEDIA FOR
COLLEGES
@MrJonPayne

3. CC

4. AOC SW @MrJonPayne
I’VE MADE ALL THE MISTAKES*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*Nearly all.

5. AOC SW @MrJonPayne
YOU?
• Would prefer not to use it, but worry you lose out to savvy
competitor in private sector
• Someone is doing it for the organisation. You want actionable
tips.
• Have set up a couple of accounts, dabbled. Pretty much
stopped

6. SOCIAL MEDIA ≠
GRUMPY CAT

7. CCTIMELY MESSAGING

8. SPREADS EASILY

9. AOC SW @MrJonPayne
WHICH PLATFORMS?

10. SPREADS EASILY
CC

11. AOC SW @MrJonPayne
SPREADS EASILY
Double bubble = social helping search ranking

12. AOC SW @MrJonPayneGoogle+, Facebook & Twitter help you dominate branded search

13. AOC SW @MrJonPayne
TOP TIER PLATFORMS
Recycle content for Google+
at least one of these

14. AOC SW @MrJonPayne
SECONDARY PLATFORMS
If you’re niche, hip, cool. Target Instagram or Vine.
LinkedIn isn’t easy to scale, it’s personal

15. AOC SW @MrJonPayne
GETTING THE RIGHT
IMAGE FOR YOUR
BRAND
Before you start

16. YOU ARE NOT
KATY PERRY
AOC SW @MrJonPayneSo, like STFU, OK?
Photo: BRIAN SNYDER/REUTER

17. AOC SW @MrJonPayneWho are your audience? What do they want? How can you help?
What will they share?

18. AOC SW @MrJonPayne
GET PLANNING - SCHEDULED FUN
Hubspot Editorial Calendar
AOC SW @MrJonPayne

19. HOW WILL YOU HANDLE
NEGATIVITY?
AOC SW @MrJonPayneDON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN

20. AOC SW @MrJonPayne
SOCIAL MEDIA STYLE GUIDE
• What does the business want from social media?
• Who are the audience?
• What do the audience want?
• 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 your marketing team or your
agency do a better job

21. AOC SW @MrJonPayne
ENGAGE
THE BASICS

24. SEXY
@MrJonPayne

25. AOC SW @MrJonPayneSchedule your posts, keep pics big and maintain editorial sign off,
use BufferApp

26. AOC SW @MrJonPayne
ENGAGE
ON FACEBOOK

27. AOC SW @MrJonPayneNo engagement = bad for platform, bad for your brand.
Patronising pro tip: Use images & pay for advertising.

28. AOC SW @MrJonPayneThe social platforms want people to keep coming back. Your
content needs to encourage this like these posts.

29. THINK MOBILE.
THNK TIMING.
AOC SW @MrJonPayne94 likes, 9 comments, 12 shares
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.

30. AOC SW @MrJonPayne
• Keep your messages short and sweet
• Use pictures / video for engagement
• Ask people to do something ‘Share if you love..’
• Make it personal
• It’s not about followers
FACEBOOK TIPS
© Aaron Stidwell

31. AOC SW @MrJonPayne
ENGAGE
ON TWITTER

32. AOC SW @MrJonPayneShare video, image content… resize images!

33. AOC SW @MrJonPaynePin important tweets. Use Hashtags sparingly, @ useful
accounts sparingly, tag photos to save space & get RTs

34. AOC SW @MrJonPayne
• 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 TIPS
© Aaron Stidwell

35. AOC SW @MrJonPayne
ENGAGE
ON PINTEREST

36. AOC SW @MrJonPayne
PINTEREST

37. AOC SW @MrJonPayne© BellaFaye Garden

38. AOC SW @MrJonPayne
According to Piqora:
70% of the clicks happen
within first 2 days

39. AOC SW @MrJonPayne

41. AOC SW @MrJonPayne

42. AOC SW @MrJonPayne
• 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

43. AOC SW @MrJonPayne
ENGAGE
ON GOOGLE+

44. AOC SW @MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

45. AOC SW @MrJonPayne
SMASHING IT ON THE GOOGLE+

46. AOC SW @MrJonPayne
SMASHING IT ON THE GOOGLE+
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

47. AOC SW @MrJonPayne
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
GOOGLE+ TIPS
© Aaron Stidwell

48. AOC SW @MrJonPayne
ENGAGE
MORE

50. AOC SW @MrJonPayne
CONVERTING
FOLLOWERS INTO
STUDENTS /
DELEGATES
IS HARD TO DO
AND HARDER TO MEASURE

52. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES
FOR
SOCIAL

53. AOC SW @MrJonPaynehttp://wordpress.org/
http://yoast.com/wordpress/seo/
GET A RESPONSIVE SITE

54. AOC SW @MrJonPayneCan you still see the important stuff?
SQUINT

55. AOC SW @MrJonPayne
MONITOR . MEASURE . IMPROVE
Hootsuite for monitoring and responding – BufferApp for
scheduling – Professor Traffic for tracking links

56. AOC SW @MrJonPayneDelve into Analytics!

57. AOC SW @MrJonPayne
HOW MUCH CAN I DO
MYSELF?

58. AOC SW @MrJonPayneDo one thing well

59. Want these slides?

60. @MrJonPayne
@NoisyMonkey