Jon's slides from the seminar at Bristol City Council

2. SOCIAL MEDIA
HOW TO USE IT TO WIN BUSINESS

3. NOISY LITTLE MONKEY
• 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
SEARCH & SOCIAL MEDIA MARKETING

4. JON PAYNE
• 14 years online sales & marketing
• Ideas, strategies, cutting the right corners
Founded Noisy Little Monkey to make websites better
FOUNDER & GREAT APE OF ONLINE

5. Working with businesses, charities and government bodies in EU, USA & Africa
WHO’D TRUST A MONKEY?

6. facebook
twitter
pinterestgoogle+
roi
@MrJonPayne

7. YOU WILL NOT ASK QUESTIONS NOW
http://www.flickr.com/people/38375554@N05/
YOU WILL REMEMBER THEM
@MrJonPayne

8. YOU WILL VIEW THESE SLIDES ONLINE
http://www.flickr.com/people/38375554@N05/
AND GIVE US SOME FEEDBACK (PLEASE)
@MrJonPayne

9. WHY GET SOCIAL?
@MrJonPayne

10. WE NEED TO UNDERSTAND YOUR BRAND
• What do we want from digital?
• 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 feedback?
You probably have loads of this already, but it needs refining so that multiple
people / agencies STAY ON MESSAGE
STYLE GUIDE KICK OFF QUESTIONS
@MrJonPayne

11. g
BECOME A LEBEOUF BRAND
Be here, be there, be every-flipping-where.
@MrJonPayne

13. Talk about brand loyalty
CUSTOMERS INTO BELEIBERS
@MrJonPayne

14. Sad man at the airport
SolvE problems
@MrJonPayne

15. Happy man in departure lounge
@MrJonPayne

16. It’s So
Spreadable
Your audience is already segmented into groups who’ll spread different elements of your message
@MrJonPayne

17. It’s difficult to get clear data, but we can find enough to make assumptions which
we can test and build upon @MrJonPayne

18. 70% of the population uses the internet. 67% of those use social media.
@MrJonPayne

19. FOR MARKET INTELLIGENCE
Learn what people are saying about your brand, your competitors
Respond accordingly
@MrJonPayne

20. SOLVE PROBLEMS
OUTREACH
Double bubble!
@MrJonPayne

21. g
AUTHORITY
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
@MrJonPayne

22. g
AUTHORITY
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
@MrJonPayne

23. THINK ABOUT YOUR AUDIENCE
@MrJonPayne

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…
@MrJonPayne

25. The rest of us
@MrJonPayne

26. WE NEED TO UNDERSTAND YOUR BRAND
• What do we want from digital?
• 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 feedback?
You probably have loads of this already, but it needs refining so that multiple
people / agencies STAY ON MESSAGE
STYLE GUIDE KICK OFF QUESTIONS

27. TAMING THE BEAST
REQUIRES A LITTLE ORGANISATION
@MrJonPayne

28. HOW DO I FIT IT ALL IN?
Stock articles are those which are key to how your organisation helps people, flow are
those which relate to current events. Planning is key to actually getting it done.
STOCK & FLOW
@MrJonPayne

29. QUESTION
IS YOUR ORGANISATION ON FACEBOOK?
@MrJonPayne

30. QUESTION
IS THERE ANY BENEFIT TO HAVING YOUR
ORGANISATION ON FACEBOOK?
@MrJonPayne

31. IF THE AREA OF THIS
SLIDE REPRESENTS ALL
THE TRAFFIC ON
THE INTERNET
@MrJonPayne

32. http://mashable.com/2010/11/19/facebook-traffic-stats/
Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founder
THIS MUCH
IS FACEBOOK
@MrJonPayne

33. @MrJonPayne

34. Some 45 billion web pages
http://www.worldwidewebsize.com/
45 billion other
web pages are
fighting over the
remainder
@MrJonPayne

35. http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Power_
of_Like_CPG
THIS IS HOW
MUCH TIME IS
SPENT ON
THE
NEWSFEED
@MrJonPayne

36. You do the math(s).
THIS IS HOW
MUCH TIME IS
SPENT ON
THE
NEWSFEED
@MrJonPayne
YOU NEED TO BE IN
NEWSFEEDS

37. You do the math(s).
@MrJonPayne

38. FACEBOOK IS TESTING A SEARCH ENGINE
@MrJonPayne

39. Users search for stuff and it gives them answers based on their historic timeline
and those of their friends @MrJonPayne

40. And the friends of their friends.
@MrJonPayne

41. Be this guy.
@MrJonPayne

42. OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTY
@MrJonPayne

43. OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTY
I like
this
@MrJonPayne

44. OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTY
I like
this
@MrJonPayne

45. OK.
THAT’S THE FOUNDATION
@MrJonPayne

46. OPTIMISE YOUR FACEBOOK PAGE
BE FIRST TO THE PARTY
ENGAGE
@MrJonPayne

47. IMAGES & VIDEO
@MrJonPayne

48. A great Facebook page shares cool images and video that are of interest to its
audience @MrJonPayne

49. This?
@MrJonPayne

50. Photos on Facebook generate 53% more likes:
http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-
NEW-DATA.aspx @MrJonPayne

51. Lots of weight / EdgeRank
@MrJonPayne

52. You can curate other people’s photos, it’s not all about you… But remember to
include a description… @MrJonPayne

53. Descriptions: Make sure to add locations/ people and accurately describe the
image. @MrJonPayne

54. You are trying to attract the click, keep the descriptions short and sweet: Think of yourself as a sub editor
of the Sun or Daily Mail – It’s all about the headlines @MrJonPayne

55. Timing – Post when your audience will most likely be online
@MrJonPayne

56. MEASURE WHAT WORKS
IT’S EASY – THERE’S FACEBOOK INSIGHTS
@MrJonPayne

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

58. REPEAT WHAT WORKS
No set up. Share shortened links. Data shows up in Google Analytics.
IMPROVE WHAT DOESN’T
@MrJonPayne

59. BE PART OF THE TWITTERATI
AND TALK THE TALK ON TWITTER
@MrJonPayne

60. QUESTION
ARE YOU ON TWITTER?
@MrJonPayne

61. QUESTION
WHEN DID YOU TWEET LAST?
@MrJonPayne

62. NOT COLD CALLING
No set up. Share shortened links. Data shows up in Google Analytics.
MENTIONS
@MrJonPayne

63. NOT COLD CALLING
We love Cat – She’s ace.
YOU’LL GET BANNED FOR SPAM
@MrJonPayne

64. NOT ME ME ME
REMEMBER – YOU, WE, ME
@MrJonPayne

66. SOLVE PROBLEMS
CUSTOMER SERVICE
@MrJonPayne
This is a hootsuite screenshot. More later 

68. HOOTSUITE
LISTEN
@MrJonPayne
Smile, Ask, Listen, Educate… Sell…?

69. 140 CHARACTERS?
NOT ON YOUR NELLY. KEEP IT TO 100 OR LESS
@MrJonPayne

70. WHY SO SHORT?
It gets easier with practice
FOR SHARES!
• 100 characters leaves enough room for RT<twittername> & a
comment
• Also – put links towards the beginning or in the middle with no
# or mentions if you want a better CTR
@MrJonPayne

71. YOU CAN BE MYSTERIOUS & FUNNY
Only 28 characters in the best headline ever, 29 if you include the protagonist
AND SHORT
@MrJonPayne

72. 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
It doesn’t have to be a ‘reply’ it can
be just a way to get attention…
@MrJonPayne

73. A RT is a great way to share other people’s great content AND give attribution
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
It won’t show up in their profile, so you’re not attracting their
audience
@MrJonPayne

74. TWEETIQUETTE
MT = Modified Tweet, to RT but edit slightly… you can also do this with quotation marks
Though mostly today people just click the Retweet icon which is
quicker and more economical and saves characters.
@MrJonPayne

75. A mention is less in your face than a reply – often a good way to get an RT off an
influencer
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
@MrJonPayne

76. You can only DM someone who follows you
TWEETIQUETTE
DM @<twittername> is a direct message
These are ‘private’ but are easy to accidentally share
If you want privacy, use an email
@MrJonPayne

77. BUILD YOUR AUDIENCE
Hootsuite and SocialBro can help you schedule tweets and give you lots more
besides
FOR SHARES!
• Curate to demonstrate expertise:
– Share other people’s / brand’s stuff
– Say why you like it
• Schedule your tweets
– For when your audience is awake
– For when they’re looking
Free tools!
@MrJonPayne

78. A TWEET HAS A SHORT LIFE
2.8 hours is the half life of a tweet: http://searchengineland.com/why-second-
chance-tweets-matter-after-3-hours-few-care-about-socially-shared-links-92125
RECYCLE THEM AT LEAST 6 TIMES!
@MrJonPayne

79. PINTEREST
WHO HAS HEARD OF PINTEREST?
@MrJonPayne

80. It’s all about the images! Organise, Like & Pin!

81. Pinterest
Question Show of hands
Intro to what pinterest, what n why
examples of
best practices
measuring success
More than
just cakes
and cats
@MrJonPayne

82. Not just for Girls

83. Or exciting products

85. Verify your business account

86. No of Pins & repins from your website / Number of visits to your website from Pinterest

87. PINTEREST
HOW DO I GET PEOPLE PINTERESTED IF I’VE GOT A
‘BORING’ COMPANY?
@MrJonPayne

88. Before you start. Create a plan of what boards you could create that will appeal to your
audience

89. Make it personal - Include the team

90. Create interesting or optimised board titles ‘White Kitchens’ / ‘Boys Nursery’ rather than ‘For the Home’

91. Think about the type of images your sharing

92. Description
Order
Visuals
Etiquette
The description is how the image is found so make it relevant and not an #epicfail

93. Chic, blonde, braided updo!
The perfect hairstyle for a
wedding or party.
Great image by @Janedoe

94. REUSE, REPURPOSE, RECYCLE
FOR AWESOME RESULTS ON GOOGLE
@MrJonPayne

95. If you have Gmail, you have personal Google+ you can create a business page.
If you have Google local listing for your business, you can upgrade this. @MrJonPayne

96. Verify your account to see your face in the search results
@MrJonPayne

97. If you have Gmail, you have personal Google+ you can create a business page.
If you have Google local listing for your business, you can upgrade this. @MrJonPayne
Verify your website using Google WMT and pwn search results

98. TAKEAWAY
STOP THE SCROLL
@MrJonPayne

99. FUNNY
@MrJonPayne

100. DISGUSTING
@MrJonPayne

101. SEXY
@MrJonPayne

102. SEXY
@MrJonPayne

103. TAKEAWAYS
Doing it properly will lead to loads more visitors from Google
GET YOUR STYLE ON
• What do we want from social media?
• Who are your audience?
• What do my audience want?
• Who do they trust?
• What does that mean for my writing style?
• Who is empowered to do this?
@MrJonPayne

104. TAKEAWAYS
Increased brand awareness FROM ACTIVE people, more leads
FACEBOOK
• Optimise your Facebook PAGE
• Be disruptive. STOP THE SCROLL
@MrJonPayne

105. TAKEAWAYS
Good customer service leads to more repeat business, higher AOV
TWITTER
• Help a brother out
• Good customer service is visible
@MrJonPayne

106. TAKEAWAYS
A great way to have your products discovered with just one click to your buy now
page
PINTEREST
• Be creative with your visuals
• Write a good description
• #Hashtags #are #overused #dontjoinin
@MrJonPayne

107. TAKEAWAYS
More website visitors, more leads.
GOOGLE+
• It’s shit, but you know…***Update*** See next slide
• Protect your branded search on Google SERPs
• *** GOOGLE MAPS UPDATE*** 17th July
@MrJonPayne

109. ASK: @MrJonPayne