Building community for business benefit. My talk from On The Edge Bristol, Sept 2012

1. EXTENDING YOUR REACH
Building your community for business benefit
Jon Payne, Noisy Little Monkey| On The Edge Bristol | 25th September 2012

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 nerds
roi reputation

6. why
takeaways nerds
roi reputation

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 nerds
roi reputation

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. Every sector has nerds
Who do yours love?

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

24. 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…

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

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

27. 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

28. 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

29. 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

30. Focus your efforts where we are

31. 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

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

33. why
takeaways nerds
roi reputation

34. What does it mean to you?

35. Old Skool
But shiny new channels

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

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

38. Tiger Giraffe Bread
Expensive space to buy

39. New Skool
Listening to what people say about you

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

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

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

43. 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
Make everyone involved aware and responsible

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

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

46. 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)

47. 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

48. why
takeaways nerds
roi reputation

49. 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

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

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

52. 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

53. Confused?

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

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

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

58. 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.

59. To Build Community
Celebrate Creativity

61. @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/