How businesses can use social media in 2014 for profit

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Some quick tips and pointers for how social media can be used in 2014 to profit organisations.

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  • How businesses can use social media in 2014 for profit

    1. 1. An early peek at 2014 ©WEBER SHANDWICK 2013 All rights reserved
    2. 2. 2014: Sadly it’s more Jar Jar Binks than jetpacks ©WEBER SHANDWICK 2013 All rights reserved
    3. 3. 2014: Sadly it’s more Jar Jar Binks than jetpacks ©WEBER SHANDWICK 2013 All rights reserved
    4. 4. 2014: Sadly it’s more Jar Jar Binks than jetpacks @needadebitcard ©WEBER SHANDWICK 2013 All rights reserved
    5. 5. 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 ©WEBER SHANDWICK 2013 All rights reserved
    6. 6. 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 ©WEBER SHANDWICK 2013 All rights reserved
    7. 7. But what about the sexy, tweetable stuff .scot ©WEBER SHANDWICK 2013 All rights reserved
    8. 8. Let’s assume some basics. You all know… ©WEBER SHANDWICK 2013 All rights reserved
    9. 9. 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
    10. 10. 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! ©WEBER SHANDWICK 2013 All rights reserved
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. 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
    15. 15. 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
    16. 16. Will 2014 see better use of 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
    17. 17. Getting rid of Content is King ©WEBER SHANDWICK 2013 All rights reserved
    18. 18. Thank you Craig McGill Digital Strategist, Scotland/Ireland 0141 333 0557 07584 385 571 @craigmcgill @wsscotland uk.linkedin.com/in/craigmcgill/ cmcgill@webershandwick.com Jar Jar Binks © Lucasfilm/Disney / James Bond/Thunderball ©MGM and others ©WEBER SHANDWICK 2013 All rights reserved

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