©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

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