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©WEBER SHANDWICK 2013 All rights reserved
What’s next in Social?
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
©WEBER SHANDWICK 2013 All rights reserved
©WEBER SHANDWICK 2013 All rights reserved
The present: Jar Jar Binks not jetpacks
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
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
©WEBER SHANDWICK 2013 All rights reserved
Getting rid of Content is King
©WEBER SHANDWICK 2013 All rights reserved
The biggest thing that needs to change for good engagement…
©WEBER SHANDWICK 2013 All rights reserved
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