©WEBER SHANDWICK 2013 All rights reserved

40 useful minutes and Craig McGill

We know this stuff is kinda important, yes?

You know the basics yeah? 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

You know not to be stupid…

You know not to be stupid… (@needadebitcard)

You know this is online engagement 2014 style

You know it starts with this – knowing goals

And should end with happy business owners

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

Promoting today Mon: Interview with Mally

(with video) Tues: Interview with Craig Wed: How the Chamber

uses social Thurs: Liveblog from event Fri: Wrap-up of event

Mon: 10 things to avoid when doing video

Tues: Chamber member profile

Wed: Edinburgh firms who do social well

Thurs: Tweets & slideshare from event

Fri: Follow-ups from event

Transformational Leadership 10 things you must do to

succeed as a leader 10 things you should never

do as a leader Who gets customers right? Interview with a risk

manager How do you pick the right

team Bryan Leslie interview The best (and worst)

fictional leaders – what they did right and wrong

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

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

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

And what’s next? For people?

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

Thank you