©WEBER SHANDWICK 2013 All rights reserved

Inspiring Edinburgh:

Social Engagement

Every minute on the internet…

Also on the internet…

Also on the internet… (@needadebitcard)

This is online engagement now

Good online starts with this…

And should end with happy businesses

But how do you do the bit inbetween?

Start by listening

Start by listening

Start by listening

Start by listening

Start by listening

Listen first – and keep listening

Then plan: editorial calendar

Generalnews Industrynews Blog Tweets FB YT LI IG PIN INFO

Mon

TuesWed

Thurs

Fri

Sat

Sun

Topics for talking

Inside information

Interviews

Trends

What are people asking you?

What events are you going to?

What are others in the field doing?

Could you share some video,

images, audio?

What about your CSR?

What are your staff’s kids up to?

Any fictional uses of your work?

Meet the staff

7:2:1 rule

For every 10 pieces of content

you post…

7 should be non-promotional

and helpful to others

2 can be semi-promotional

1 can be a blatant plug

That doesn’t mean you abandon

relevance. A restaurant can share

recipes or cooking videos that

people want

Accountants can share tax

advice on donations to charities

Don’t just use words

Prezi

Be a DJ

Tips for writing

Be mindful of SEO and keywords – and bear in mind, sites change

Mention lots of other people – and mention them in tweets as well as blog

posts and videos

Short paragraphs, short headings

Have a sense of humour and don’t talk about yourself all the time

If you do video (and you should) have a transcript

Schedule, plan – and don’t be afraid to link back to old material

Use your data – see what people like and when they read it

Don’t always try and sell – but have a place people can buy from

People don’t mind lists and bullet points (I hope!)

Get others to blog and write on your site. Links are gold if you’re a good

site

The number one failing of most online

The number two failing of most online

ROI

“Face-to-face” transaction can cost up to £11.28 whereas an equivalent contact centre episode expends £6.35 yet a similar transaction online incurs just 46 pence of cost.

Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf

ROI

Multiple ways of calculating ROI in

digital engagement:

Direct sales from clicked links

Regularly updated FAQs saving

staff answering frequent

questions

Always promoting your most

popular material

MOOCs for online training

Online support forums

Use FOMO to promote

But make sure it is all joined-

up, connected

And what’s next?

And what’s next? The Social Business

A business that reacts quickly

A business that will have – in many

cases – done away with a lot of

middle management

Employees are amongst the most

valued stakeholders and have a

say in running of the firm

A company more open and

engaging – with the goal of being

helpful and improving – with all

stakeholders

In many cases, non-silo models

Remember…

If on Twitter, use a tool like Hootsuite or Tweetdeck

Keep your tweets to under 120 characters so they are easy to share

Monitor for your Twitter name and brand name

Know what your keywords are and try to mention them in the first 100

characters of everything you do, especially blogs

Tools like Google Alerts, Google Analytics and Mention.net make life a lot

easier – and are free

Use Facebook Power Editor for better control over Facebook Ads

Respond quickly to people, engage lots, don’t stay on your own site

Mobile is only going to continue to grow as are visual sites

Bit.ly links are very useful (and you know to add a + at the end)

You know social needs to drive traffic, leads and sales for you

Thank you