Jon's talk from at the Cardiff City Stadium, 10th July 2012

1. POSTING, BLOGGING, TWEETING
Where’s it getting you?
Jon Payne, Noisy Little Monkey & Rui Deng, SBW Advertising | 10th July 2012
www.noisylittlemonkey.com/ask

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
www.noisylittlemonkey.com/ask

3. consult
report research
do train

4. Who trusts you?
Over 80 businesses, charities and government bodies in Europe, North America & Africa

5. why
use
social
how can who
I do it am
brilliantly I
where what
shall I shall
do it I do

6. WHY USE SOCIAL MEDIA?
www.noisylittlemonkey.com/ask

7. Become A Lebeouf Brand
g
Be here, be there, be every-flipping-where.

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 products, your service, your competitors
Respond accordingly

11. Authority
g
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 siteg long term Google ranking
and

13. IT’S ALL ABOUT THE GRAPHS

14. Long term
12 months of paying for ‘SEO’, PPC, crappy social marketing

15. Is it sustainable?
Social Media campaign started in November.
Good content, well seeded. Genuine interaction with audience.

16. POOL OF POTENTIAL
You’re fishing in much richer waters
www.noisylittlemonkey.com/ask

17. why
use
social
how can who
I do it am
brilliantly I
where what
shall I shall
do it I do

18. WHO IS
YOUR
AUDIENCE?
g
They might want to hear different things

19. Who is your customer?

20. Who is your customer?
Do they speak English as their first
language?
g
Siemshipping.com

21. Who is your customer?
Do they speak English as their first
language?
Will they understand industry
jargon?
g
Siemshipping.com

22. Who is your customer?
Do they speak English as their first
language?
Will they understand industry
jargon?
Do you share common cultural
values?
g
Siemshipping.com

23. Who is your customer?
Do they speak English as their first
language?
Will they understand industry
jargon?
Do you share common cultural
values?
Who do they respect in your
industry / related sectors?
g
Siemshipping.com

24. Who is your customer?
Do they speak English as their first
language?
Will they understand industry
jargon?
Do you share common cultural
values?
Who do they respect in your
industry / related sectors?
How can you make their job
easier?
g
Siemshipping.com

25. Who is your customer?
Do they speak English as their first
language?
Will they understand industry
jargon?
Do you share common cultural
values?
Who do they respect in your
industry / related sectors?
How can you make their job
easier?
What will they share?
g
Siemshipping.com

26. Who are your passionate fans?
Who are your industry geeks?
Who take an interest because
their family / friends are involved?
Who is passionate about related
industries?
Who do they trust?
Where do they hang out?
g
Show them some love and get engaged

27. THOSE QUESTIONS ARE A START
From here you need a style guide
www.noisylittlemonkey.com/ask

28. 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

29. SOCIAL MEDIA MARKETING
Think: Online PR
www.noisylittlemonkey.com/ask

30. My business / boss is boring / old school
http://carwoo.com/blog/wp-content/uploads/2011/08/volvo-244-1974.jpg

31. So is this
But it’s useful for HR professionals & other recruitment agencies
g

32. Using social media
We can reachgout to influencers

33. Via Twitter
g
And it enabled us to reach out to influencers and arrange a meeting for real world press coverage

34. To get re-shared
g
Which got shared by some pretty big hitters that we’d been teeing up for some time

35. Google knows who’s trusted
Not only did TXM get press coverage, brandgassociation with the big players – they got rank!

36. And since lots of people read offline
g
And we influenced the suggested results in Google. Try this at home 

37. ROI?
Traffic to the whole site improved by 22% in the following month

38. Visitors going up
People entering the site via a blog post

39. why
use
social
how can who
I do it am
brilliantly I
where what
shall I shall
do it I do

40. BLOG
This is the cornerstone of your social
www.noisylittlemonkey.com/ask

41. A Good Blog
• Will drive LOADS more traffic to your
conversion pages than other landing pages
• Will rank for lots of “long tail” searches
• Will give you somewhere up to date to link to
when you’re discussing industry news
Build SEO into the architecture:
http://goo.gl/8iI7R

42. A Good Blog
Your own research, articles and posts demonstrate you know what you are talking about.
This will rank higher in Google and attract more shares. The two are not necessarily related.

43. A Good Blog
Your visitors questions today are probably different to their questions last month.
Play to Google’s ‘Query Deserves Freshness’ algo, get ranked.

44. A Good Blog
YOUR NEWS IS BORING. Tell me industry secrets.

45. A Good Blog
Links shouldn’t be bought. Attract them with boss content.
Good links send visitors and improve Google ranking.

46. The basics
g
Do this here: www.yourwebsite.co.uk/blog

47. g
Showcasing blog feed on homepage

48. g

49. g

50. A little more detail on this one
g

51. g

52. SEO’d categories
g

53. SEO’d categories Social
g

54. SEO’d categories Social
Photos & Video
g

55. SEO’d categories Social
Multi platform
design
Photos & Video
g

56. SEO’d categories Social
Multi platform Multiple CTAs
design
Photos & Video
g

57. SEO’d categories Social
Multi platform Multiple CTAs
design
Relevant links
Photos & Video
g

58. SEO’d categories Social Searchable
Multi platform Multiple CTAs
design
Relevant links
Photos & Video
g

59. Social SHARING
g

60. Social SHARING
A conversation
g

61. Link authors to their Google + accounts

62. So their photos show in the Google results pages

63. Top 5 Blog Tips
• You need a good foundation that
people will link to
• WordPress is the best. Use it.
• Your web designer will love it
• It needs to be:
– On www.<yoursite>/blog
– Contain unique insights / perspective / news
– Add social share buttons / balloons
– Use lots of photos and video
Build SEO into the architecture:
http://goo.gl/8iI7R

64. TWITTER
400 million tweets per day – how do you get noticed?
www.noisylittlemonkey.com/ask

65. Good Twitter
• Effectively demonstrates your expertise and
ethos to humans and search engines
• Will drive traffic to your blog / website
• Will build brand awareness in your sector
• Helps reputation management
Check out Sophie’s Twitter Tips:
http://goo.gl/y3IqQ

66. Twitter
Contribute to conversations, answer questions, this is not broadcast

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

68. g
On brand. Sets out rules

69. RT-ing good news, sharing relevant g
news about related services, customer service

70. http://storify.com/noisymonkey/how-to-use-twitter-for-real-life-customer-service
g

71. g
One man, managing all of the brand stuff – great customer service here as well as great conversations

72. g
Just the brand, but talking about what the audience is interested in

73. g
HootSuite – monitor brand mentions, schedule tweets, assign tasks

74. Spammers don’t run marathons. g mountains. Only real men can do this 
Up

75. g
Real people, have real conversations about stuff that is unrelated to work.

76. Top 5 Twitter Tips
• Follow intelligently
• BE HUMAN
– Don’t spam
– Don’t schedule crap
– Don’t use bots
• Get involved and reply quickly
• Share useful articles – not just yours
• Monitor brand / competitor mentions
– Use HootSuite
Check out Sophie’s Twitter Tips:
http://goo.gl/y3IqQ

77. GOOGLE +
It’s quiet out there. Too quiet.
www.noisylittlemonkey.com/ask

78. Good Google+
• Easy win for author authority
– And from there, brand authority
• Is linked directly to Google Places
• Cannot be ignored for long
• Will not drive much traffic to your website. Yet
Some ideas here:
http://goo.gl/rQ3Io

79. g
Good for support

80. g
Encourage reviews and make sure your manage your local page

81. g
Real people have Gmail, G+ and are tied to your brand

82. g
Author rank beats links alone

83. g
Hijacking someone else’s search results

84. g
Getting all up in yo zeitgeist

85. g
Burberry are a great consumer brand example

86. Red Bull – Nothing but photos and videos

87. KPMG – good B2B

88. Top 5 Google+ Tips
• Set up a personal account now
• Link that to your author page on your blog(s)
• Set up a page for your business
• Customise the top banner
• Follow intelligently
• Contribute intelligently
Some ideas here:
http://goo.gl/rQ3Io

89. Pinterest
It’s not all about teh pwitty kittuns
www.noisylittlemonkey.com/ask

90. Good Pinterest
• Good for consumer brands, lifestyle brands
• Amazing for ecommerce
• High income online shoppers with purchase
intent are spending time there
• 70% women – unusual on social media
• Can drive quite a bit of traffic to your website.
Check out Tash’s Pinterest Post:
http://goo.gl/rQ3Io

91. g
Great for people looking for design inspiration

92. Publishing &gcollating great content

93. g
Collating useful content for our audience

94. g
Real people don’t spam  More author authority!

95. Top 5 Pinterest Tips
• Find out who uses it in your business
• Get them on your blogging squad
– They’ll know images
– They’ll bring author authority
• Ecommerce? Pin your products from the
product detail page
• Curate useful content
• Post tutorials / how to / recipes, for traffic
Check out Tash’s Pinterest Post:
http://goo.gl/rQ3Io

96. LinkedIn
It’s hard for monkeys
www.noisylittlemonkey.com/ask

97. the ‘old fashioned way’...

98. • the world’s largest professional network
• more than 157 million registered users
• over two new members every second

99. what it’s all about:
• on-line community for professionals
• business development, networking and connecting
• sharing best practice and learning
• finding a job
• creating a human face for your organisation
• contacts management system

100. getting started - getting 100% profile
8 steps to get there
it’s all about optimising your profile for
search

101. • with 100% profile you will be 40% more likely to show up in
searches

102. • with 100% profile you will be 40% more likely to
show up in searches
• LinkedIn profile pages always rank highly in google
• remember – keywords!

104. step 1 – photo: smile!

105. step 1 – photo: smile!
step 2 – headline
describe what you do!

106. step 3 – summary
keywords!

107. step 3 – summary
keywords!
call for action

108. opitmisation is key

109. step 4 – most up-to-date
position with description
and 2 past positions

110. step 5 – 5 or more skills

111. step 5 – 5 or more skills
step 6 – education

112. step 7 – industry and
postcode

113. step 8 – 50 or more connections

114. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book

115. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book
2 - use the add connections page to connect with new people

116. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book
2 - use the add connections page to connect with new people
3 - find people in your groups and target 2nd and 3rd degree
connections, industries and regions

117. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book
2 - use the add connections page to connect with new people
3 - find people in your groups and target 2nd and 3rd degree
connections, industries and regions
4 - send back a short acknowledgement when someone agrees to
connect

118. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book
2 - use the add connections page to connect with new people
3 - find people in your groups and target 2nd and 3rd degree
connections, industries and regions
4 - send back a short acknowledgement when someone agrees to
connect
5 - follow companies of interest and connect with their employees

119. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book
2 - use the add connections page to connect with new people
3 - find people in your groups and target 2nd and 3rd degree
connections, industries and regions
4 - send back a short acknowledgement when someone agrees to
connect
5 - follow companies of interest and connect with their employees
6 - add a LinkedIn link/button to your email signature

120. step 8 – 50 or more connections
tips to develop your network…
1 - connect with your existing contacts – import your address book
2 - use the add connections page to connect with new people
3 - find people in your groups and target 2nd and 3rd degree
connections, industries and regions
4 - send back a short acknowledgement when someone agrees to
connect
5 - follow companies of interest and connect with their employees
6 - add a LinkedIn link/button to your email signature

121. •a quite useful feature!

122. •a quite useful feature!

123. •people you may know...

124. • the more
recommendations you
receive, the better your
ranking
• give recommendations
too!
• develops trust and
promote expertise and
reputation
• a mix of colleagues,
clients, partners and
suppliers
• plus, it’s a real ego
booster! share the love!

125. • proactive networking can increase leads

126. • proactive networking can increase leads
• review your network and groups and send short and friendly
messages introducing yourself and how you can help them
or their network

127. • proactive networking can increase leads
• review your network and groups and send short and friendly
messages introducing yourself and how you can help them
or their network
• do not attempt to hard sell

128. • proactive networking can increase leads
• review your network and groups and send short and friendly
messages introducing yourself and how you can help them
or their network
• do not attempt to hard sell
• offer to make introductions from your network

129. •can be viewed by your 1st degree connections
and group members following you
• share interesting information – KISS – more from Jon!

130. • familiarise yourself with your settings
• get the most of the features available!

131. make sure you are searchable
and open to incoming emails!
• familiarise yourself with your settings
• get the most of the features available!

132. link to your twitter
account
make sure you are searchable
and open to incoming emails!
• familiarise yourself with your settings
• get the most of the features available!

133. • monitor the visibility of your profile
• premium account – allow you to see more

134. • monitor the visibility of your profile
• premium account – allow you to see more

135. • monitor the visibility of your profile
• premium account – allow you to see more

136. now you have a 100% profile...

137. now that you have a 100% profile...
... how can linkedin can raise your profile, increase brand
awareness and get leads?

138. what is your strategy?
• develop a social media marketing mindset
• set target audiences – who are you trying to speak to?
• social media is about engaging and participating, not
interrupting
• first step is to spend some time listening
• very important – be responsive without being too salesy

139. • company page... another point of contact!
• human face to your organisation
• 2 million businesses have company pages

140. • a few of you guys are already on there...not a bad start

141. lots more you can do!

142. goals?
consistent message across the company
get the most out of employees’ expertise

143. spread the word!
use them!
• leverage your employees to increase your reach and
use your company profile page as a hub
• just like real life, employees represent your company
• anyone looking at your employees...will probably look
at your company page

144. they can be branded!

145. the overview page – look at those lovely smiling employees
use your employees to boost your company reach, develop an online
brand image and establish your credentials on linkedin
The more employees on linkedin, the more presence you have online

146. keep your fans and employees updated!
new content = good

147. Hubspot do it right...
• Remember – the more you
update, the more chance
people can see you....just
like FB, Twitter etc...

148. products and services tab – available to all companies
get recommendations

149. it’s a first port of call for anyone looking at your company on
linkedin

150. groups... make lots of lovely friends!
shared interests bring people together... which is why it’s important to do all the
stuff I talked about earlier
it’s really just one big networking meeting... but online

151. you’re allowed 50... join ‘em!

152. after you figure out what you want to be doing.....
...find the right people... use the group stats feature

154. found a group you like?
...start getting involved

155. making connections
use your off-line networking skills, be approachable and join in
the conversation
...no hard sell! don’t do it!

156. all sorts of stuff out there... just make sure you listen and find
the right tone of voice... remember, it’s SOCIAL

158. ask a question...

159. ...or impart some wisdom... it all brings interaction

160. the aim is to become a ‘top influencer’
• get there by being active in groups
• it’s not about how much you post, it’s about how much response you get from
your posts
get up there!

161. before long you should be connecting with decision makers and influencers all over
the shop...
get those leads!

162. where do you want to position your company?
always keep your targets and goals in mind

163. linkedin answers – another rather handy resource
browse by
category

164. • answer questions and share your
• give a good impression of your wisdom is where to be serious!
organisation – this
become an
expert...boost your
brand image

165. if you answer well, the person who started a question can then select who
has the ‘best answer’
remember...
...aim is to get
people to look at
your profile
and/or the
company page...

166. ...goes back to your profile

168. other features...

169. skills and expertise

170. the more optimised you are, the more visible you and your company are

172. apps on your profile! have a play
and spruce it all up

173. if you have a blog
then flaunt it
every link helps

175. linkedin premium
• more specific targeting
• contact people outside your network directly
• see full profiles of people within 3 degrees of connection and from groups

176. remember...
• ALWAYS keep in mind what you want from your strategy
• it’s never a hard sell!

177. using linkedin to recruit

178. 150 million members across the globe...
• 8.6 million in the UK
• branding isn’t only for your consumers and potential
partners but also your prospective employees

179. Posting Single Jobs
• simple and relatively
cheap
• targeted to who you want
to see it

180. • a good example of how linkedin uses member info to leverage
targeting for a range of features
• also another reason why members should have 100% profiles with
correct info!

181. REMEMBER: Keywords are important for everything...not least your job ads.
• If you have the time to do a
little SEO research before
putting a job up then do it
• could save time and money
in the long run – find out
what people are searching
for.

182. • your typical job
listings page
• this one is for
‘digital marketing’
let’s see what the
ad looks like...

183. • simple format, easy to read,
easy to post.
• hate to bang on but...SEO!
•keywords are essential to your
online strategy – not just
linkedin. Just like your brand is
consistent, you need your
keywords to be as well.

184. • Another example of how having the largest network
possible can help your coverage on Linkedin

185. An example...
• this job was a senior position for a COO – stats are for a period of a
month
• apart from organic results and a (rather expensive) paid advert on
the guardian website, linkedin gave the third highest return of traffic

186. career’s page

187. it’s not JUST for recruitment....
• strengthen your brand – you want a consistent message through all
aspects of the company
• be an extremely attractive proposition for your potential employees and
instill a strong branding/culture from the bottom up

190. • it’s pretty
•It’s got pictures and videos
•It’s got links
•It’s colourful
• it’s got plenty of calls to action

193. recruiter’s package

194. • it is currently the world’s fastest growing public-facing recruiting service
• 3 aspects of its features....
1. ACCESS
2. CONTENT
3. MANAGE

197. ACCESS
• more criteria for search
• contact individuals beyond your 3rd degree connections –this is vital!
• you get 1000 search results rather than 100
YOU WANT TOREACH PASSIVE CANDIDATES

199. CONTACT
• don’t be restricted to only being able to contact people within your
network
• allows 50 ‘inmails’ per month – these let you contact anyone you want on
linkedin – reach people out of your immediate business network
• if the message is not responded to in 7 days then you get it back and
can have it carried over into next month.

200. • just a quick search in
the healthcare sector
• you can see...there’s
lots of senior level
managers/directors/exe
cs that are out of my
network and can only
be contacted by Inmail.
•it’s either that or some
virtual stalking...

201. manage
• organise and save searches
• allows an organisation to co-ordinate efforts across the workforce
• collaboration and sharing between individuals

202. it’s not the only way to recruit
• use groups
• use linkedin answers
find the people you want and contact them directly
(everyone in a shared group is automatically available to connect)

203. blogs
listen to jon- they’re really important. Really.

204. We do it (not as much as we should admittedly)

205. It works!
Though this particular blog post doesn’t bring thousands of views, it’s constant
and reliable – EVERGREEN CONTENT. Requires a bit of SEO work...

206. Lawyers...they love a good ol’ blog

209. facebook examples

213. advertising

214. REMEMBER: SEO!
the aim is to either get leads...or have people go back to your
website/blog

215. targeting is again, the most useful part of linkedin (and a lot of other
social media platforms!)
even if you’re not advertising, it’s a great tool for market research

216. you are able to manage ads just like google or facebook...this is a
trial run we had targeting high level employees.

218. decide what your strategy is
do you want people to go to a particular website?
maybe you want more people to see your company profile?

219. g
Real brands have real employees. Google loves this.

220. Facebook
On balance, probably less evil than Google
www.noisylittlemonkey.com/ask

221. Good Facebook
Amps up your message

222. Is the best driver
It is rarely beaten by other channels

223. Builds brand loyalty
Your customers use your page as a place to discuss stuff

224. Supports the sale
As your customer gets closer to the close, they feel part of something bigger

225. Skin & Bliss
g
Showcasing brands in the header

226. g
They rarely mention their products – they talk about what their audience will share / comment on

227. Skin & Bliss
So they get lots ofginteraction from their likers.

228. Insights
g
Don’t worry about gaining or losing a few likes – it’s trends that matter

229. Reach
A steady increase in organic reach = massive jumps in viral reach
g
Organic = people who saw something by your page, Viral = people who saw something shared by a friend

230. EdgeRank
uwd e e e
edges e
Ouchy!
From f8 conference, April 2010

231. This is an object
g
Anything that shows up in newsfeeds is defined as an Object

232. This is an edge
g
When a user interacts with an Object, they create what Facebook calls an Edge

233. EdgeRank
∑uwd
edges e
e e e
U = affinity score between viewing user and object / edge creator
You’re more likely to see something from a person / brand you
talk to a lot

234. I like Kevin
g
Go to a profile and try this out, to get some understanding of how Facebook works

235. We have mutual friends / interests
g
So, I’m likely to see stuff he shares, particularly if friends of mine interact with it

236. EdgeRank
∑uwd
edges e
e e e
U = affinity score between viewing user and object / edge creator
W = weight for this edge type (comment, like, share, tag, etc)
Comments are probably more weighted than likes

237. This object has 5 edges
Comments are probably more weighted than likes

238. EdgeRank
∑uwd
edges e
e e e
U = affinity score between viewing user and object / edge creator
W = weight for this edge type (comment, like, share, tag, etc)
D = time decay factor based on how long ago the edge was created
Recent activity is more relevant than old stuff

239. Which gets you at the top of your target market’s newsfeeds

240. Does your company page do this?
Your shares need to encourage engagement

241. Does your company page do this?
14% of page likes
talking about this
3% of page likes
talking about this
0% of page likes
talking about this
How do Facebook (Bing & Google too) perceive these brands?

242. Talk about what your pool ofg
customers / candidates is talking about

243. Then they’ll be more likely to g
engage when you have something to sell

244. Ads? Have lots of creative
g
Which works best do you think?

245. Ads? Have lots of creative
g
They stand out from the FB colour scheme and have social elements

246. Change creative often
NASTY!
g
Your ads get image fatigue and stop getting noticed

247. Just as a comparison
g
Same creative, similar targeting, on LinkedIn

248. Not many clicks, not much cost. That’s targeting, baby.

249. Top 5 Facebook Tips
• Share photos and videos
• Share a cool photo and add a link to your site
in the text bit of the status
– Earn edge for your link from photo likes
• Like similar brands / Partners
• Respond quickly
• Encourage people to upload to your timeline
– Don’t have competitions based on “likes” though
Check out Sophie’s timeline article:
http://goo.gl/N4haI

250. The Best Social Media?
Celebrates Creativity

251. THANKS!
@NoisyMonkey
? @SBWadvertising
@MrJonPayne
www.noisylittlemonkey.com/ask