The talk I gave at Kingsholm Stadium in November 2014 in partnership with the Gloucester Citizen & Gloucestershire Echo

1. #DownloadGlo
s
@MrJonPayne

2. SOCIAL MEDIA FOR
#DownloadGlo
s
@MrJonPayne
BUSINESS
#DownloadGlos

3. CC

4. I’VE MADE ALL THE MISTAKES*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*Nearly all.
#DownloadGlos @MrJonPayne

5. YOU?
• Would prefer not to use it, but worry you lose out to savvy
competitor
• Someone is doing it for the business. You want actionable tips.
• Have set up a couple of accounts, dabbled. Pretty much
stopped
#DownloadGlos @MrJonPayne

6. SOCIAL MEDIA ≠
GRUMPY CAT

7. CC
TIMELY MESSAGING

8. SPREADS EASILY

9. WHICH PLATFORMS?
#DownloadGlo
s
@MrJonPayne

10. SPREADS EASILY
CC

11. SPREADS EASILY
Double bubble = social helping search ranking
#DownloadGlos @MrJonPayne

12. #DownloadGlos Google+, Facebook & Twitter help you dominate branded search @MrJonPayne

13. TOP TIER PLATFORMS
at least one of these
Recycle content for Google+
#DownloadGlos @MrJonPayne

14. SECONDARY PLATFORMS
If you’re niche, hip, cool. Target Instagram or Vine.
LinkedIn isn’t easy to scale, it’s personal
#DownloadGlos @MrJonPayne

15. GETTING THE RIGHT
IMAGE FOR YOUR
BRAND
Before you start
#DownloadGlos @MrJonPayne

16. #DownloadGlos Who are your audience? @MrJonPayne

17. WHAT DOES YOUR AUDIENCE WANT?
Joanna - 48
Linda - 35
Chief Executive Marketing Assistant / PA
Dan - 43
Managing Director
#DownloadGlos @MrJonPayne
Create detailed personae – it’ll help you understand what to post
and when

18. GET PLANNING - SCHEDULED FUN
Hubspot Editorial Calendar
#DownloadGlos @MrJonPayne

19. https://twitter.twimg.com/OwnTheMoment
#DownloadGlos @MrJonPayne

20. HOW WILL YOU HANDLE
NEGATIVITY?
#DownloadGlos DON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN @MrJonPayne

21. WOT DUZ DAT MEAN FYR
STYLEZ, BRUV?
#DownloadGlos Izzit? @MrJonPayne

22. SOCIAL MEDIA STYLE GUIDE
• What does the business want from social media?
• Who are the audience?
• What do the audience want?
• Who do they trust?
• What do they read online?
• What does that mean for my writing style?
• Who is empowered to do this?
Take ½ a day to do this. It’ll make your marketing team or your
agency do a better job
#DownloadGlos @MrJonPayne

23. ENGAGE
THE BASICS
#DownloadGlos @MrJonPayne

26. SEXY
@MrJonPayne

27. #DownloadGlos Schedule your posts, keep pics big and maintain editorial sign off, @MrJonPayne
use BufferApp

28. ENGAGE
ON FACEBOOK
#DownloadGlos @MrJonPayne

29. #DownloadGlos No engagement = bad for platform, bad for your brand. @MrJonPayne
Patronising pro tip: Use images & pay for advertising.

30. #DownloadGlos @MrJonPayne
Much better! People ♥ pictures

31. #DownloadGlos The social platforms want people to keep coming back. Your @MrJonPayne
content needs to encourage this like these posts.

32. THINK MOBILE.
THNK TIMING.
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
#DownloadGlos 94 likes, 9 comments, 12 shares @MrJonPayne

33. COMPETITIONS
Minimal barrier to entry – ask for
comment.
You’ll need a comment to be able
to respond to the winner.
#DownloadGlos Don’t ask for shares, this is currently against Facebook T&Cs @MrJonPayne

34. #DownloadGlos Truffle Shuffle on Facebook @MrJonPayne

35. #DownloadGlos Truffle Shuffle on Facebook @MrJonPayne

36. #DownloadGlos Truffle Shuffle on Facebook @MrJonPayne

37. NOT ALWAYS AS IT SEEMS
#DownloadGlos @MrJonPayne

38. FACEBOOK TIPS
• Keep your messages short and sweet
• Use pictures / video for engagement
• Ask people to do something ‘Share if you love..’
• Make it personal
• It’s not about followers
#DownloadGlos @MrJonPayne
© Aaron Stidwell

39. ENGAGE
ON TWITTER
#DownloadGlos @MrJonPayne

40. #DownloadGlos Share video, image content… resize images! @MrJonPayne

41. #DownloadGlos Pin important tweets. Use Hashtags sparingly, @ useful @MrJonPayne
accounts sparingly, tag photos to save space & get RTs

42. #Downlo#aDdoGwlonsloadGlos Search Bios for influencers with the Twitter desktop app, @MrJonPayne
Just Unfollow and / or FollowerWonk

43. #DownloadGlos Monitor mentions of your brand, competitor brands or @MrJonPayne
relevant phrases + geocode for prospecting / outreach

44. TWITTER ANALYTICS
#DownloadGlos @MrJonPayne

45. TWITTER TIPS
• Clear CTA ‘Click Here’
• Use Urgency ‘Right Now’
• Use Pictures & resize your images
• Comment don’t just RT
• Share your message more than once
#DownloadGlos @MrJonPayne
© Aaron Stidwell

46. ENGAGE
ON PINTEREST
#DownloadGlos @MrJonPayne

47. PINTEREST
#DownloadGlos @MrJonPayne

48. #DownloadGlos @MrJonPayne © BellaFaye Garden

49. According to Piqora:
70% of the clicks happen
within first 2 days
#DownloadGlos @MrJonPayne

50. WHAT WORKS
#DownloadGlos @MrJonPayne

51. #DownloadGlos @MrJonPayne

52. #DownloadGlos @MrJonPayne

53. #DownloadGlos @MrJonPayne

55. #DownloadGlos @MrJonPayne

56. SECRET BOARDS
Keep em secret until they’re full or for planning in house stuff
#DownloadGlos @MrJonPayne

57. #DownloadGlos @MrJonPayne

58. PINTEREST TIPS
• Use attractive & engaging images
• Write optimised descriptions for your pins
• Think about trends
• A mix of your pins and others
• Use secret boards to inspire
• Tell your story
#DownloadGlos @MrJonPayne
© Aaron Stidwell

59. ENGAGE
ON GOOGLE+
#DownloadGlos @MrJonPayne

60. SMASHING IT ON THE GOOGLE+
#DownloadGlos @MrJonPayne
100,000 + views from Google / Google maps

61. SMASHING IT ON THE GOOGLE+
#DownloadGlos @MrJonPayne

62. SMASHING IT ON THE GOOGLE+
#DownloadGlos @MrJonPayne
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

63. GOOGLE+ TIPS
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
#DownloadGlos @MrJonPayne
© Aaron Stidwell

64. ENGAGE
MORE
#DownloadGlos @MrJonPayne

66. THINK MOBILE.
I paid for this bit
THNK TIMING.
#DownloadGlo
s
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
94 likes, 9 comments, 12 shares @MrJonPayne

67. THINK MOBILE.
THNK TIMING.
#DownloadGlo
s
Free postcards
Tie your brand / product or
Proper job
service to something handwritten that label
has
plenty of PR already. on a MOOMIN!
Use some of
their juice.
Hand tied ribbon
on this
“handwritten” note
94 likes, 9 comments, 12 shares @MrJonPayne
Social nudges

68. #DownloadGlos Be nice IRL! @MrJonPayne

69. http://moz.com/blog/meta-data-templates-123
#Downloa#dDGolowsnloadGlos @MrJonPayne

70. CONVERTING
FOLLOWERS INTO
CUSTOMERS
IS HARD TO DO
AND HARDER TO MEASURE
#DownloadGlos @MrJonPayne

72. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES
FOR
SOCIAL

73. GET A RESPONSIVE SITE
#DownloadGlos http://wordpress.org/ @MrJonPayne
http://yoast.com/wordpress/seo/

74. SORT YOUR CALLS TO ACTION
#DownloadGlos Don’t use ‘submit’, make them look like buttons, keep it simple & @MrJonPayne
contrasting

75. SQUINT
#DownloadGlos Can you still see the important stuff? @MrJonPayne

76. MONITOR . MEASURE . IMPROVE
#DownloadGlos @MrJonPayne

77. #DownloadGlos @MrJonPayne

78. #DownloadGlos @MrJonPayne

79. HOW MUCH CAN I DO
MYSELF?
#DownloadGlos @MrJonPayne

80. #DownloadGlos Do one thing well @MrJonPayne

81. TOP TIER PLATFORMS
Consumer Sales
Pinterest is particularly wonderful for craft, fashion, cooking,
visual stuff. Facebook good for sites with a physical location
#DownloadGlos @MrJonPayne

82. TOP TIER PLATFORMS
Business Sales
I’d lean more towards Twitter. Good for outreach to influencers
and customers in the B2B sector
#DownloadGlos @MrJonPayne

83. CAN YOU MAKE TIME?
• 1 article / blog post per week
• 1 update per day (on each of your chosen channels)
• Quality work of that scope takes 5-7 hours per week
#DownloadGlos @MrJonPayne

84. @MrJonPayne
@GlosCitizen
@GlosEcho