noisy little monkey social media training bristol june 2017
TRANSCRIPT
©Noisy Little Monkey | 2017
Social Media Training June 2017
Natasha Jon
Ste
ClaireCreative Director Technical Director
SEO Manager
Events & Marketing
Meet The Team
About Us
Josh NatalieLo-Mo Specialist Account Executive
Nicola
Lucy
Managing Director
Account ManagerMr DogVIP Shaking
The company we keep3
Trusted by4
Today
Content FacebookTwitter
Snapchat
InstagramPinterest
Expectations
• I don’t have all the answers
• It’s not my job to convince you that social media is good, moral or even useful
• I’ll probably be wrong
• You will probably be wrong.
• Things that work for me may not work for you.
• Take everything with a pinch of salt –If it doesn’t work try something else.
DEAR GOD, WHY DOES IT KEEP CHANGING
Let’s Start!Content!
But why write content?
• “QDF” - Google likes fresh content (your deeper content should rank better)
• A great way to engage with your audience and attract them to your website
• Allows your audience to feel affinity with you and build lasting connection
• Demonstrate your knowledge and authority on particular topics
How to write great content?You need to start with…..
Who are you writing it for?Who is your target audience?
©Reuver
Personas
©Reuver
Who Are You Trying To Reach?
BACKGROUND:• Lives in small village near city
• In Grade II listed house (doing it up)
• Married, with toddler
DEMOGRAPHICS:• Male
• Mid 30s
• 30k
IDENTIFIERS:• Teacher / Lecturer at University
• Uses Twitter & potentially Reddit
• Facebook (mainly posting pictures of kids for grandparents)
• Always on phone
• Bit of a geek/ gadget fanatic
IAIN | GADGET DAD
PersonasWho Are You Trying To Reach?
IAINGOALS:• Providing for family
• Being seen to be a ‘great dad’
CHALLENGES:• Taking time off
• Time to socialise
• Replacing his bachelor pad items in home to become more family friendly
HOW WE CAN HELP:• Useful recipes
• Special offers
• Technical tips
• Value for money
OBJECTIONS TO BRAND:• Brand recognition
• Lack of online selling
IAINAdditional Notes:
• Tech Savvy but only on what he knows
• Drinks cider / craft ales or mojito if he’s out
• Shops at Sainsbury's, designers at Debenhams
• Reads BBC, The Guardian (online) Observer on Sunday (print)
• Watches Goggle Box
• Cooking for friends, cycling when time
• First thing in the morning: • Checks email and/or social media
• Makes his wife a cup of tea
• Night owl
• Not massively into music, feels like he ought to have cooler taste. Doesn’t own a DAB radio but does have Spotify
BACKGROUND:• Lives in Worcester
• In long term relationship, just got engaged with new born and 3 year old
DEMOGRAPHICS:• Female
• Late 20’s
• 28k
IDENTIFIERS:• On maternity leave (PR)
• Owns a Viszla
• Uses Twitter, Facebook, Pinterest and Instagram.
• Takes lots of photos on phone of kids, the dog and of her food creations
• Thinking of starting her own blog
ANNA | MULTI-TASKING MUM
BACKGROUND:• Lives in same family home as she brought up children
• Married 35 years
• 3 children left home
DEMOGRAPHICS:• Female
• Late 50s
IDENTIFIERS:• Part-time estate agent
• Has an iPad / Kindle for holidays
• Keen gardener
• Uses Facebook to stalk her children and loves Pinterest
JUDITH | JOINT PURCHASE
Everyone loves a list and with your extensive range, you’ve got a great selection to suit a range of personalities.
• 27 gadgets you don’t need (but must have!)• 7 frivolous finds for the coffee connoisseur in your life • 11 amazing creations you can make with a spiralizer• Our favourite coffee blends• 5 gifts for tea lovers• The best multi-tasking gadgets every kitchen / mum / dad needs• 13 kitchen essentials for new students• 25 Best kindle reads• 17 cooking book apps for the iPad
CAMPAIGN: GADGET GUIDE
Perfect for gadget loving Iain and helpful for gift inspiration for Judith or Anna – Can be done just on Facebook over a couple of days, each day highlight use etc.
• Guide your content calendar
• Guide the timing of your shares
• Frame content differently (depending on target), still using the corporate tone
• Repurpose your content
• Measure and improve
• Stay focussed
19Personas help
• You’ll never be able to write a piece that works for EVERY audience, so don’t try!
• Your intended persona should always be your starting point
• Don’t assume knowledge, but don’t patronise
• Entertainment for one persona might be dull for another, so target where appropriate
20If everybody looked the same…
• You’ll never be able to write a piece that works for EVERY audience, so don’t try!
• Your intended persona should always be your starting point.
• Don’t assume knowledge, but don’t patronise.
• Entertainment for one persona might be dull for another, so target where appropriate.
• Maybe think about the negative too?
21If everybody looked the same…
22Your Turn
Smith, Smith & Smith Solicitors
Sunshine Kids
What I want to know:
Demographics:
• Name? Age? Where do they live? Kids?
Background:
• Job role? How much do they earn?
• What do they read? Drive?
Goals:
• What challenges do they face at work?
• What do they want to achieve personally & in their career?
30 minutes in your groups
IT Journalist
Challenges: Being ahead of the latest geek trends, stock news, tech gossip, being found out.
Wants:Google Glass, Bylines in the nationals, her big break.
Reads The Register, Guardian Tech, gizmodo, TC, Mashable, Buzzfeed, NextWeb
Uses r/tech, Google+, Twitter & Facebook
• What is his/her name? What is her age?
• What city/area do they currently live in? What type of housing does he currently live in? (Rented flat etc.) detached house
• Is he single, dating, or married? Kids? Pets?
• What are their favourite TV shows? Bake Off, Box sets, Corrie etc.
• How do they spend the weekends? Socialising, entertaining
• Where do they shop? Local, markets, high street, M&S, Fat Face etc.
• What’s their job?
Things to consider?
• Are they buyer or persuader / researcher (joint purchase etc.)
• What challenges do they face at work and at home?
• How can you help solve their unique challenges?
• How does he prefer to communicate? Social or email
• What social networks do they spend time on? Twitter, Facebook, Pinterest
• What objections would they have to buying from Sunshine Kids?
• What factors might make him choose a competitor’s product over your own?
• Give your content purpose – What do you want your audience to do or feel after reading your blog post?
Do you want them to:
• Share it, engage, converse, feel informed or enlightened?
• What can you write about to help or inspire your audience?
• Can you answer their queries?
• What do they need to know about you?
25Using Personas to create purpose
More than words
How-To Guides Step by step guides
Top Lists Top ten
Opinion Over Controversial Topics Provide perspective
Data Interesting stats
News What’s trending
Interviews Meet the team
Infographics Turn data into a visual format
Product, Service, or Content Highlight what you do
Reviews Provide opinion
Pro/Con lists Help make people make decisions
Video/Audio Content Bite size information
Seasonal Content Valentines day, Pirates day, Christmas etc.
• The stories we relate to the most are the ones that reflect our own experiences.
• This can be done not only via the content but with the language and imagery used.
• Good content should grab (and hold) attention from the right people
• Provoke the desired emotional response(s)
• You’re keeping users informed, being transparent and approachable.
• What are your users needs?
• How does that information transform on your website to a tweet?
• How do you encourage discussion?
27Telling a story
28
WebsiteBlog
Headlines
30
https://www.slideshare.net/nathalienahai/nathalie-nahai-psychology-of-persuasive-content-feverbee-sprint
31 Trigger Words
WeirdSurprisingSecretMysteryEffortless
PainstakingStrange
OutrageousOdd
Amazing
BizarreEssential
Incredible(it’s not what
you think)
32 How to put it together:
Evergreen vs Jellybean
35
Come up with 5 blog topics for your persona
Example:
• Blog title: 5 ways to improve your relationship
• Description: Stats about separation – provide useful digestible chunks of advice.
• CTA: Get in touch.
36Brainstorm – 10 minutes
37
© Allen Skyy
Images are a big dealSixty-three percent of social media is made up of images
38Make sure your website is responsive
Mobile devices account for 76% of all time spent on social media | Comscore
39
Questions
Why Use Social Media?
Awareness Advocacy ConversionsTraffic
Why Use Social Media?
42Awareness
43Traffic
44Conversions
45Advocacy
46Advocacy
SMART Goals on Social Media
Goal Content Measure
Brand Awareness • Posts • Promotions • Blog Posts • Outreach
• How many branded #• @mentions• Follower Growth
Website Traffic • Giveaways • Competitions• Blog posts
• Google Analytics – link clicks / time on site
Conversions • Discounts • Giveaways• Offers • Product Promotion
• Conversions –purchases, downloads
Advocacy • Outreach• Blog Posts• Referrals• Customer Service
• How many branded #• @mentions• User Generated content• Comments
20
Plan | Test | Execute | Refine
Deal With Negativity
• If it’s outright wrong – correct it, with humour ideally
• If you’ve made a mistake – accept it, apologise and fix it (maybe IRL!)
• If it’s opinion – ignore it
• If it’s threatening or abusive – block and/or report it
• Use names, be human:“@MrJonPayne Oops – Sorry Jon, We’ve fixed that now. Thanks for pointing it out”
49Crisis Management
50Feeding Trolls…
51Feeding Trolls…
52Feeding Trolls…
53Feeding Trolls…
54Feeding Trolls…
• Requires empowerment of team
• Requires courage
• Requires humour
• Is better with understanding of memes / pop culture
• If Kittens, Kardashians and GIFs ain’t your thing, DON’T FEED THE TROLLS
Do you want to be yourself on social media or present a brand voice?
56
©Noisy Little Monkey | 2017
Your Audience on Twitter
Advocates
JournosNerds
58
Think about how much time you’ve got & be realistic
61
62
63
64
Use a clear profile photo & cover photo
People will search for particular keywords so make sure you’re easy to find by including a good twitter description and use a relevant twitter handle.
When tweeting use a mix of RT, Opinion led tweets and comments
Use Twitter lists to curate content to share
Your Twitter Profile
65Using Hootsuite
66Analytics
67
https://business.twitter.com/en/advertising/campaign-types.html
68Your turn
Smith, Smith & Smith Solicitors
Sunshine Kids
69
70
Use a good profile & cover photo
Update your contact detailsLink to your other profiles
LinkedIn Profile
Make sure your profile is up to date
Connect to relevant people
Update your URL
71Contribute to Groups
72Post to Pulse
74Why use Facebook?
Via Simply Measured
• Nearly 2 billion monthly active users
• 1.2 billion daily active users
• 1.6 billion monthly mobile active users
• 5 billion likes generated daily
• Engagement is 18% higher on Thursdays and Fridays
• 42% of marketers report that Facebook is crucial for their businesses
75What’s changed?
• September 2013 – Reduced the reach of brand pages
• Old news will be pushed down – breaking news, live events & trending topics will surface more regularly
• From January 2015 – Facebook will begin monitoring and reducing the appearance of overly promotional posts
Via Buffer
76Facebook
• April 21, 2015 - The content posted by your friends, items such as photos, videos, status updates or links, will appear higher in the News Feed, potentially having an effect on the visibility of content from Pages.
• June 12, 2015 - How much time you spend viewing stories becomes a factor Facebook uses to determine what to show at the top of your News Feed.
• The signals from content you spend more time with will help determine what appears higher in the News Feed, potentially having an effect on the visibility of content from Pages.
Via Buffer
77
What does this mean for you?
78What Facebook likes
A perfect Facebook post:
• is a link
• is brief - 40 characters or fewer, if you can swing it
• gets published at non-peak times
• follows other posts on a regular schedule
• timely and newsworthy
via Buffer
79What Facebook likes
80Your turn
Smith, Smith & Smith Solicitors
Sunshine Kids
81Your turn: 15 minutes
• Should your business be on Facebook?
• Is your audience on Facebook?
• How do they feel about Facebook?
• How do they use Facebook?
• Tone of voice?
• What type of content should they post?
82
ANALYSE
Find out what works for you
83Insights Overview
84Insights Overview
85Not always as it seems
86What works for us
87
Advertising
88Advertising on Facebook
https://www.facebook.com/business/products/ads
89Advertising on Facebook
90Advertising on Facebook
91Advertising on Facebook
92
93Facebook conclusion & tips
• Choose your goals for Facebook
• Test post styles, imagery and text
• Look at insights
• Set aside a budget for paid.
94How much to spend?
95
Questions
96
97King of Social Engagement?
Instagram delivers brands 58 times more engagement per follower than Facebook and 120 times more engagement than Twitter.
98Yes, you do belong
99
100Yes, you do belong
101How to plan for Instagram
• Look at what your competitors are doing
• Establish your Instagram goals – increase brand awareness? Traffic to your website? Branded hashtag mentions?
102
https://later.com/blog/ultimate-guide-to-using-instagram-hashtags/
103How to plan for Instagram
• Look at what your competitors are doing
• Establish your Instagram goals – increase brand awareness? Traffic to your website? Branded hashtag mentions?
• Establish how often you can post
• Consider linking with Facebook (for ads!)
• Cultivate UGC
• Think about a style or some consistent plan
104
105
106
107
108Your turn
Smith, Smith & Smith Solicitors
Sunshine Kids
109
110
Who uses Pinterest?
111Is your audience on Pinterest?
112Is your audience on Pinterest?
113Be Inspired
114Type of pictures are important
115Type of pictures are important
https://www.curalate.com/blog/8-image-features-that-shine-on-pinterest/
116
117
118
119
Snapchat
120Snapchat is growing fast
121A Snapchat glossary
• Snapchatters: Snapchat users
• Snaps: Photos or videos taken via Snapchat (you can send a snap to a snapchatter, but it can only be viewed by the recipient for one to 10 seconds before it disappears forever)
• Snapback: A reply to a snap
• Story: A snap you can broadcast to followers (recipients can view it an unlimited amount of times in 24 hours, and you can also post multiple snaps to your story in one day to create a narrative of sorts)
• Scores: The total number of snaps you have sent and received (appears next to your name in friends' contact lists and vice versa)
• Chat: A feature that lets you privately/directly message friends
• Here: A feature that lets you start a live video chat within a direct message
• Memories: A feature where you can privately save Snapchats that you’d like to keep
122How do I build a Snapchat community?
• You can’t search within the app for people with similar interests or backgrounds – you can only befriend people you know (or whose usernames you know)
• If Snapchat is the platform that works best for you, share your Snapchat username on your other profiles
• Use Twitter and Instagram to support your Snapchat – post snippets of what you’re filming on other channels and say ‘follow my story on Snapchat (username here) for more!’
123How is it social?
• Tell your ‘story’ through 10 second video clips or images
• You can upload footage from your camera roll but this will appear as ‘memories’ and it not proving very popular
• Better Snapchat stories are real time footage, filmed on the phone, as & when things happen
• Provides a sense of real time genuine connection to peers
• Great for building momentum/excitement – used by lots of brands to show ‘sneak peeks’ of upcoming things
• Stories disappear after 24 hours
• Sharing snapchat thangs via other social channels. Changing bio image to be snapchat ish
124How do I build a Snapchat community?
125
Questions
126
Toolkit
Monitor . Measure . Improve
Hootsuite | Bufferapp | Professor Traffic | Google Campaign tracking
Professor Traffic
Hootsuite | Bufferapp | Professor Traffic | Google Campaign tracking
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