Inspiring edinburgh - Tips on social media engagement and online ROI
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Transcript of Inspiring edinburgh - Tips on social media engagement and online ROI
©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