Youthlink Scotland and Social Media

©WEBER SHANDWICK 2013 All rights reserved

What’s next in Social?


Skipping the basics. You all know…

If on Twitter, use a tool like Hootsuite or Tweetdeck for better engagement and monitoring

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 Mobile is only going to continue to grow Bit.ly links are very useful (and you know to add a + at the end) You might even see Google+ as a LInkedIn – not Facebook

- killer


The present: Jar Jar Binks not jetpacks


But if we can’t have jetpacks what is the future?

More of the same – but done better More engagement Better ROI and justification for social/digital engagement More companies acting like media firms Agility A move towards what is known as Social Businesses A continuing move to mobile/second screen devices Less reliance on text More of the 7:2:1 content rule Getting rid of the ‘content is king’ mantra


More of the same… but done better

Know your goals and make everything you do an end towards that goal

Be on the platforms you are comfortable with and use them well

Consistency in effort and personality

Know your story. HAVE a story!

In video, don’t look at the camera and make sure the audio is clear. Don’t add a logo to your video either


More engagement

Don’t spend all your time on your own sites or networks

Go out there, visit Reddit, leave comments on other blogs, pass on useful information to people out there in the digital lands

Don’t wait for people to come to you

At the same time, remember: Be relevant Be useful Be helpful


Better 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


Better 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


More companies acting like media firms

Use video, audio, text, visuals to reach out to people

Vary your platforms of engagement

Use tools like Piktochart and Prezzi to make data more interesting and visual

Plan your content – use an editorial calendar – and be consistent. Podcasts every Wednesday for example

Vary your styles like a newspaper – have humour

Use linkbaiting tactics


Agility

To make the most of opportunities you need to react within minutes

In a crisis you no longer have a golden hour, you have a golden minute

Preplanning is essential to be truly agile – and use data to see opportunities/threats

It’s not just for comms but sales, fundraising, customer service

Being able to go for an opportunity without fear of recrimination


The Social Business

A business that reacts quickly to opportunity

A business that will have – in many cases – done away with a lot of middle management

Where employees are amongst the most valued stakeholders and have a say in the 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


The second screen

Laptops but more so Tablets, mobiles, Google Glass and similar variants – screens being used while doing other activities

Making use of this can be a golden opportunity

Engage in relevant chat, have info ready for when people hit their second screens

Make sure content is suitable for these platforms – don’t cram the same info on a 4” screen as you would a 42” TV screen


Less reliance on text…

Content comes in more than one form

Will always have a role to play in SEO but people demand more now

Use videos – long and short – whitepapers, events, audio, staff training, presentations – get them all online if there’s relevance to an audience that will see you in a positive light

Always err on the side of brevity Make sure it all loads quickly –

and make sure people can share it

Use tools to see what works for others


The 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


Getting rid of Content is King


The biggest thing that needs to change for good engagement…


Thank you

Craig McGillDigital Strategist, Scotland/Ireland0141 333 0557 07584 385 571@[email protected]/in/craigmcgill/[email protected]

Jar Jar Binks © Lucasfilm/Disney / James Bond/Thunderball ©MGM and others / Conversation Prism © Brian Solis

Youthlink Scotland and Social Media

Technology

Transcript of Youthlink Scotland and Social Media