From Tash & Jon's talk at the Clifton Club, 11.06.2013

1. Social Media – how to tame the beast
Jon Payne and Natasha Baldwin – Noisy Little
Monkey
Tuesday 11th June 2013

2. FOUNDER
Direct Marketing
Consultancy
Martin Wright Associates is a direct marketing consultancy
working with Agencies and Clients customer journey
transformation, loyalty and
retention. Martinwrightassociates.co.uk

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5. Event Host
- Bruce Hall Management Strategies.
- Working with business owners to develop and
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- Contact simon@brucehall.co.uk
BRISTOL SPONSORS

6. Event Host
- Working with entrepreneurs and business owners
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Please contact Rob Hook on
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BATH SPONSORS

7. Clifton Club,
22 The Mall,
Clifton
Second
Tuesday of
every month
Next Bristol
Event: 9th July
2013
Why won't
my people be
more
creative?
Margaret
Heffernan –
author,
blogger,
academic,
entrepreneur
BRISTOL EVENTS

8. •Last Thursday of every month
•Next Bath event: June 27th
•5:30 PM to 8:00 PM
Hilton Hotel,
Walcott Street, Bath.
Unleash the power of webinars
Glenn Bridges, The Reel Marketer
Webinars have helped companies produce 1 month's revenue in 90-minutes simply by
entertaining, educating, and inspiring the audience. If you're interested in discovering
something new and effective to add to your content marketing toolbox, this will be an
essential event for you.
BATH EVENTS

9. FUTURE SPEAKERS
What are the
benefits?
Great way to get your
thoughts organised
Great way to
demonstrate your
knowledge and
expertise
People will listen to
you
Are you
interested?

10. The Monkees

11. TONIGHT’S TALK
Social Media –
how to tame
the beast
Jon Payne and
Natasha
Baldwin
But we also
have jobs to
run and a life
to lead
the exciting
bucking
bronco of a
rapidly
changing
publishing
industry.
How can we
communicate
effectively and
still have fun?
We are deluged
by demands to
be constantly
communicating

12. SOCIAL MEDIA FOR YOUR BUSINESS
SHEPTON MALLET CHAMBER OF COMMERCE
SOCIAL MEDIA
HOW TO TAME THE BEAST

13. NOISY LITTLE MONKEY
Specialising in professional, financial and legal service sectors
SEARCH & SOCIAL MEDIA MARKETING
@MrJonPayne

14. Over 80 businesses, charities and gov’t bodies in EU, USA & Africa
WHO’D TRUST A MONKEY?

15. facebook
twitter
pinterestgoogle+
roi
@MrJonPayne

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

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

18. WHY GET SOCIAL?
@MrJonPayne

19. g
BECOME A LEBEOUF BRAND
Be here, be there, be every-flipping-where.

20. Talk about brand loyalty
CUSTOMERS INTO BELEIBERS

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

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

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

24. THINK ABOUT YOUR AUDIENCE
@MrJonPayne

25. 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…

26. The rest of us

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

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

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
@Tashsb

49. This?
@Tashsb

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
@Tashsb

51. Lots of weight / EdgeRank
@Tashsb

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

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

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

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

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
@Tashsb

72. 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

73. 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

74. PINTEREST
WHO HAS HEARD OF PINTEREST?
@Tashsb

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

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

77. Not just for Girls

78. Or exciting products

80. Verify your business account

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

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

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

84. Make it personal - Include the team

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

86. Think about the type of images your sharing

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

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

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

90. 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

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

92. 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. @MrJonPayneVerify your website using Google WMT and pwn search results

93. TAKEAWAY
STOP THE SCROLL
@MrJonPayne

94. FUNNY
@MrJonPayne

95. DISGUSTING
@MrJonPayne

96. SEXY
@MrJonPayne

97. SEXY
@MrJonPayne

98. 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

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

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

101. 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

102. TAKEAWAYS
More website visitors, more leads.
GOOGLE+
• It’s shit, but you know…
• Protect your branded search on Google SERPs
@MrJonPayne

103. @MrJonPayne