Social media for B2Bs - Jon & Tash's talk from Britsol & Bath Marketing Network, Bath, 28th November 2013

1. Questions? Tweet @NoisyMonkey

2. BUILDING YOUR ONLINE HONEYPOT
B&BMN

3. NOISY LITTLE MONKEY
SEARCH & SOCIAL MEDIA MARKETING
• With a unique hybrid of search optimisation, social media
marketing, creative flair and technical wizardry, we drive
traffic, enquiries and sales
Specialising in online activity, maximising conversions from offline

4. CLEVER MONKEYS
“Highly Commended” in Dadis and Winner of “Best Innovation” in GR for a
campaigns featuring UGC on YouTube, Facebook, Twitter, Google+

5. CLIENT
R.O.I.
AUDIENCE
REACH
CONTENT

6. YOU ARE GOING TO #FAIL

7. • After 2 weeks at NLM was managing
the social media channels for a global
shipping company = lasted 3 months
• Forgot to add an „end date‟ to
Facebook ad campaign = spent waaay
too much money.
• Posted an outdated England football
team photo on clients Facebook page.
#EPICFAIL

8. • Used clever demographic / geographic
targeting the Taliban on a client‟s
Facebook page. The client was the US
Army, based in Afghanistan.
• Accidentally spent £6,000 on AdWords
in a weekend = absolute zero ROI
• Only this week, broke Google for
hundreds of people in Bristol
#EPICFAIL

9. WHY DID WE #FAIL?
WE DIDN‟T PLAN
WE DIDN‟T DO OUR RESEARCH
WE DIDN‟T KNOW OUR AUDIENCE

10. WHO IS THE BOSS?
UNDERSTANDING YOUR CLIENT

11. CC Daquella Manera

12. WHAT ARE YOUR GOALS?
CC: Willy D

13. WHAT ARE YOUR GOALS?
CC : CC Daquella Manera
Andreas Ivarsson

14. THIS PROBABLY ISN’T IT
WE ARE NOT MILLIONAIRES
You can follow us too: @NoisyMonkey

15. CC Photo Ecology

16. CC Phalinn

17. https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-top-conversionpaths/

18. CC: Private Manning Support Network

19. WELL.I.AM NOT YOUR CLIENT.
Pic: http://morningshow.hu/taboo-kontra-will/

20. BUT YOU NEED A LITTLE OF ME
Pic: a wanker

21. CC Daquella Manera

22. CC: Willy D
WHAT ARE YOUR GOALS?

23. Engaging content is usually entertaining or engaging in and of itself
Thanks Hannah Smith

24. TO WRITE ENGAGING CONTENT THAT APPEALS TO YOUR AUDIENCE YOU
FIRST NEED TO….

25. KNOW YOUR AUDIENCE
STYLE & PERSONAS

26. Who are you writing for?
What are their goals?
What are they interested in?
How can you help?
CC dreamsjung:

27. Vicky - 25
Dan - 30
IT Journalist
Developer (agency based)
Sarah – Aged 40
IT Director
Challenges:
Being ahead of the latest geek trends,
stock news, tech gossip, being found
out.
Challenges:
Work / Life (18 month old kid)
Productivity
The new boy is better than me
Challenges:
Budgets
Reliable Infrastructure
Managing geeks
Wants:
Google Glass, Bylines in the nationals,
her big break.
Wants:
Productivity Tools, management
advice, Google Glass, to be
entertained
Wants:
Straight forward language
Reliable data
Facts figures
Reads netmums, nhs direct,
Stackoverflow, Wired, Oatmeal,
xkcd
Reads The Register, Seth Godin,
Homes & Gardens, the headlines
on the gutter press
Uses r/tech, Facebook
Uses Email. BBC apps
Reads The Register, Guardian Tech,
gizmodo, TC, Mashable, Buzzfeed,
NextWeb
Uses r/tech, Google+, Twitter &
Facebook
CC: Wordlizen, Dekcuf, GuySie

28. VICKY FEELS TEARY
WHEN 5 YEAR OLD MILES WINS THE INTERNET

29. Source:
Buzzfeed

30. DAN LAUGHS
READING COMICS ABOUT NO PANTS

31. Source:
Oatmeal

32. SARAH GOSSIPS ABOUT
BROADSHEET TITBITS

33. Source: The
Guardian

34. PLAN THE WHAT & WHEN
YOUR BREAD & BUTTER
(WITH A DASH OF JELLY BEANS)

35. CREATE A CONTENT CALENDAR
CC: Will Keightley

36. DON’T EXPECT YOUR CONTENT TO GO VIRAL

37. FIND YOUR BREAD & BUTTER CONTENT
THE STAPLE THAT KEEPS YOU GOING
CC:JD Hancock

39. JELLY BEAN CONTENT
A SHORT LIVED RUSH THAT
YOU CAN‟T SURVIVE ON ALONE
CC: Stefan Schausberger

40. Create a Content Calendar

41. VERBOSITY & REGULARITY
AND GEEKITY

42. WHERE? ON YOUR SITE!
ELSE, WHERE WILL PEOPLE WHO FOLLOW YOU GO?
• Social media works best when there is some meat on the bone
• 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
Running the Yoast SEO plug in
http://wordpress.org/
http://yoast.com/wordpress/seo/

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

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

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

46. I don‟t make any commission
It‟s free.

47. CHOOSE AN ADAPTIVE DESIGN
Because people get their social on from smart phones

48. QDF
ASK @MATTCUTTS
Fact: http://www.youtube.com/watch?v=QyFlIhruda4

49. GET YOUR SOCIAL META TAGS SORTED
http://moz.com/blog/meta-data-templates-123

50. WHO’LL SHARE STUFF FOR YOU?

51. WE WILL!
CC: Pat Loika

52. SOMETIMES YOU’LL HAVE TO GO TO PEOPLE

53. https://twitter.com/Science_Bristol

56. RESEARCH BRAND AMBASSADORS

57. Create a Content Calendar

59. https://followerwonk.com/

62. #Lanyards

63. CONVERSATIONS NOT BROADCAST
VARY YOUR CONVERSATION ONLINE

65. HOW DO YOU SEE THE WORLD?
IT SCROLLS BY

66. MAKE SURE YOUR CONTENT STANDS OUT
CC: Dean McCoy

67. USE PICTURES TO STOP THE SCROLL
CC: Wiki

68. This?
BEFORE
AFTER
@Tashsb

69. CC: Cory Doctorow
DON‟T FORGET ABOUT THE DESCRIPTION

73. Mobile devices show content differently

74. CC: MIKI Yoshihito
THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE?

75. HOW DO I GET REACH RIGHT NOW?

77. GRAPHS FROM FB / TWITTER
It rarely leads to immediate conversions – great for scaling up

78. THIS IS FOR DICKS
THEN, NOW, ALWAYS
http://jenegrete.wordpress.com/2013/10/15/12-reasons-to-not-fall-in-the-followback-trend/

79. FOR REAL FOLLOWS

80. GIVE THEM SOMETHING THEY CAN FEEL
CC: Dennis Skley

82. PLAN, DO, REVIEW, IMPROVE

83. A/B Testing by Amelia Showalter

84. WHEN YOU CREATE
LINK BACK TO YOUR SITE & MEASURE SUCCESS
Our first Google Chrome Extension (it‟s free)
@MrJonPayne

85. MEASURE SOCIAL
GOOGLE ANALYTICS SUCKS SOMETIMES
No set up. Share shortened links. Data shows up in Google Analytics.
@MrJonPayne

86. LETS TEST SOME STATS

87. We have a 50% conversion rate for this event
-
Half of you came from a Google search*
1/5 of you visit our website regularly*
1/5 of you followed a link from social*
Remainder came from email / event brite*
*Based on all of the traffic to our website.

88. - Looking at just the conversions for the EventBrite
page in isolation, you came from Twitter or Facebook
or from an email.
What happened on Nov 19th

89. TO BUILD YOUR ONLINE HONEYPOT
TAKEAWAYS
• Know your client and know how you‟re going to measure their
goals
• Create detailed personas
• Plan your content – What will your personas want to read?
• Be disruptive. STOP THE SCROLL
• Shorten & track shares of content from your site
Lastly,
PLAN, DO, REVIEW & IMPROVE
@MrJonPayne

90. Questions? Tweet @NoisyMonkey