Inspiring Edinburgh - using digital for social engagement
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Transcript of Inspiring Edinburgh - using digital for social engagement
©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