Last minute social media tips for Xmas

©WEBER SHANDWICK 2013 All rights reserved

Xmas and 2014


Xmas 2014 – the clock is ticking!

You’ve already missed last posting dates for most of the world by surface mail

Tues Nov 19 for Western Europe

Fri Nov 29 for Armed Forces Dec 4 for NZ & Far East Fri Dec 6 for Africa Tues Dec 10 for Canada &

France Fri Dec 13 for USA Sat Dec 14 for Western Europe Fri Dec 20 for UK 1st Class Tues Dec 24 for my house


For a Xmas win think like these teams…


What is there still time to do?


Xmas 2014 – the clock is still ticking!

Find some key influencers or people online and get products out to them Get bloggers to do

reviews Organise Twitter events like

drink tasting, film watching Take it experiential and

go onto the streets Find some hook or nugget

that is even remotely newsworthy

Host an event at your premises


Your website

It is all SEO shiny yes? Keywords on each page and in headings?

People can access it through their mobiles and it loads quickly, yes?

On the front page you have quick links to buying items?

You are pointing out what the most popular items are, yes?

It does clearly state what sort of returns policy you may have?

There’s lots and lots of contact details that will be checked over December?


What are my keywords?


Social Media

Pick your platforms well and be realistic about the time you have to service them – and build up an audience – and make sure people know where to find you

Twitter Instagram/Pinterest Blog Facebook/G+ App Email newsletter


Tis the season to be tweeting

Please use Hootsuite Set up lists Monitor by geography Use Trendsmap Monitor what people are saying

about competitors


Blog, blog, blog

Still a quick way of reaching people

Easy to set up If cash poor set up a Tumblr

or Wordpress site – worry about the hosting in the New Year

Have consistent, relevant content Promote items Interviews Tips/advice Round up of what other

bloggers say Review people or events


Making the actual money

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




Quickly setting up an online store

Get a PayPal Account Set up on Etsy, eBay, Amazon –

any place you think is relevant to your business and has traffic

Everyone has something to sell so why not offer a simple PDF gift voucher – great for that last minute panic buy

Think of your customers – and think what you like when shopping online


Don’t forget Xmas Day

Scheduled tweets or someone actually doing it for you on the day

Should you offer some form of support?

The busiest day of the year for new tablet and phone activations 18 million devices

activated last year (7m in 2011, 2.8m in 2010)

382million apps downloaded last year (242m in 2011)


Rinse and repeat for January sales


2014: Sadly it’s more Jar Jar Binks than jetpacks


2014: Sadly it’s more Jar Jar Binks than jetpacks


2014: Sadly it’s more Jar Jar Binks than jetpacks - @needadebitcard


The basic tips for 2014…

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


So what should we see in 2014

More of the same – but done better

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


But what about the sexy, tweetable stuff

.scot


Let’s assume some basics. You all know…


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


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!


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

“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


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


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