From Jon's talks in April

1. SOCIAL MEDIA STRATEGY
Get rank
Jon Payne, Noisy Little Monkey | 19th April 2012

2. How does Google search work?
g
http://www.youtube.com/watch?v=BNHR6IQJGZs

3. Inbound links
www.yoursite.com/page-a
www.anothersite.com/page-b
g
Cool! So long as this other site is trusted and not nasty / spammy

4. Reciprocal links
www.yoursite.com/page-a
www.anothersite.com/page-b
Beloved of ‘SEO’ companies.
g
Unless there is a ‘real world’ partnership , you could be penalised by Google

5. Links pass authority
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy Link Farm
BBC Loads of links to it,
lots of links to it, but mainly
so it has lots of reciprocal and
authority quite a few
questionable links
Your
site
g
Cultivate links from trusted websites, they pass more authority

6. Links pass authority
Business Local
partner press
Trade
Local blog
magazine
BBC Your Local Chamber of
Commerce
site
A diverse, but relevant, g of linking websites is best
set

7. But most links are plain bull!
g
http://www.flickr.com/people/oli/

8. SEOs BUILT TOO MANY LINKS
Google can’t trus ‘em

9. Does this fit?
Who follows
What does he +1?
him?
Who +1’s him
Other profiles
Articles he
writes
g
gplus.to/JonPayne

10. Who follows him?
Are they real / influential?
g
Twitter.com/MrJonPayne

11. g
Quora, LinkedIn, Facebook, Twitter, Noisy Little Monkey

12. g
http://www.google.com/s2/u/0/search/social#

13. Authors pass authority
Your
site
g
This is a poor example of relevancy

14. AuthorRank + PageRank = Trust
2
1.4 1.4
84
8.8 9.6
g
Matt is a bigger hitter than me about pretty much everything, except Windsor Hill Marsh (relevance)!

15. OUR STYLE GUIDE QUESTIONS
Get your team to talk it & chalk it

16. 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