The pitfalls of digital
engagement

©WEBER SHANDWICK 2013 All rights reserved

#begoodbesocial
Many a social media operator is more Binks than Bond

©WEBER SHANDWICK 2013 All rights reserved

#socialmediasanta
©WEBER SHANDWICK 2013 All rights reserved

#givingtuesday
@needadebitcard

©WEBER SHANDWICK 2013 All rights reserved

@vineconference
The biggest errors come from a lack of…
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Companies thinking scheduling tweets = engagement
Still far...
The biggest errors come from a lack of…

PLAN
©WEBER SHANDWICK 2013 All rights reserved

#clutha
The biggest errors come from a lack of…
 If you plan you cannot fail
 Learn to plan so you can respond quickly
 Make su...
The biggest errors include not thinking like a punter

©WEBER SHANDWICK 2013 All rights reserved

#epilepsyscotland
Not knowing why people are online

©WEBER SHANDWICK 2013 All rights reserved

#cfk
The biggest errors come from a lack of…

©WEBER SHANDWICK 2013 All rights reserved
The biggest errors come from a lack of…

©WEBER SHANDWICK 2013 All rights reserved
The second biggest error…

©WEBER SHANDWICK 2013 All rights reserved

http://bit.ly/1jgqqXm
The basics…
 If on Twitter, use a tool like Hootsuite or Tweetdeck for better
engagement and monitoring
 Keep your tweet...
“We R multimedia – we do upper and lower case”
 Use video, audio, text, visuals to
reach out to people
 Vary your platfo...
Less reliance on text…
 Content comes in more than one form
 Will always have a role to play in SEO
but people demand mo...
Let’s assume some basics. You all know…

©WEBER SHANDWICK 2013 All rights reserved

#worldaidsday
Engage? Yes, we always do… on our blog

 Don’t spend all your time on
your own sites or networks
 Go out there, visit Re...
Oh no, I can’t justify my existence!

“Face-to-face” transaction can cost up
to £11.28 whereas an equivalent
contact centr...
“We haz likes! Give me a pay rise!”

©WEBER SHANDWICK 2013 All rights reserved

#missionchristmas
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 h...
Believing Content is King

©WEBER SHANDWICK 2013 All rights reserved

http://bit.ly/1jgqqXm
Thank you

Craig McGill
Digital Strategist, Scotland/Ireland
0141 333 0557
07584 385 571
@craigmcgill
@wsscotland
uk.linke...
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Social Media Pitfalls - and how to avoid them - a #begoodbesocial talk

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A talk at the Dec 2013 Be Good Be Social event where a number of social media and digital engagement pitfalls were pointed out by Weber Shandwick Digital Strategist Craig McGill (@craigmcgill) - http://uk.linkedin.com/in/craigmcgill/

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  • Social Media Pitfalls - and how to avoid them - a #begoodbesocial talk

    1. 1. The pitfalls of digital engagement ©WEBER SHANDWICK 2013 All rights reserved #begoodbesocial
    2. 2. Many a social media operator is more Binks than Bond ©WEBER SHANDWICK 2013 All rights reserved #socialmediasanta
    3. 3. ©WEBER SHANDWICK 2013 All rights reserved #givingtuesday
    4. 4. @needadebitcard ©WEBER SHANDWICK 2013 All rights reserved @vineconference
    5. 5. The biggest errors come from a lack of…            Companies thinking scheduling tweets = engagement Still far too much emphasis on broadcast instead of engagement Not replying to people Not starting conversations A lack of goals regarding online Trying to be conversational once a month A lack of showing personality Not looking after staff and stakeholders online Events not being aligned with social media A lack of linkbait tactics A lack of planning ©WEBER SHANDWICK 2013 All rights reserved #worldaidsday
    6. 6. The biggest errors come from a lack of… PLAN ©WEBER SHANDWICK 2013 All rights reserved #clutha
    7. 7. The biggest errors come from a lack of…  If you plan you cannot fail  Learn to plan so you can respond quickly  Make sure your tweets earn their keep and are aligned with blog posts  Think like the school edition of the local papers  Put your links in the right spot… ©WEBER SHANDWICK 2013 All rights reserved #kanofoundation
    8. 8. The biggest errors include not thinking like a punter ©WEBER SHANDWICK 2013 All rights reserved #epilepsyscotland
    9. 9. Not knowing why people are online ©WEBER SHANDWICK 2013 All rights reserved #cfk
    10. 10. The biggest errors come from a lack of… ©WEBER SHANDWICK 2013 All rights reserved
    11. 11. The biggest errors come from a lack of… ©WEBER SHANDWICK 2013 All rights reserved
    12. 12. The second biggest error… ©WEBER SHANDWICK 2013 All rights reserved http://bit.ly/1jgqqXm
    13. 13. The basics…  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 The Rucksack Project –
    14. 14. “We R multimedia – we do upper and lower case”  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 #missionchristmas
    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 #givingtuesday
    16. 16. Let’s assume some basics. You all know… ©WEBER SHANDWICK 2013 All rights reserved #worldaidsday
    17. 17. Engage? Yes, we always do… on our blog  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 @vineconference
    18. 18. Oh no, I can’t justify my existence! “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 #cfk
    19. 19. “We haz likes! Give me a pay rise!” ©WEBER SHANDWICK 2013 All rights reserved #missionchristmas
    20. 20. 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 The Rucksack Project – http://omn.fb.me/1dNlutv
    21. 21. Believing Content is King ©WEBER SHANDWICK 2013 All rights reserved http://bit.ly/1jgqqXm
    22. 22. Thank you Craig McGill Digital Strategist, Scotland/Ireland 0141 333 0557 07584 385 571 @craigmcgill @wsscotland uk.linkedin.com/in/craigmcgill/ cmcgill@webershandwick.com With thanks to Stewart Argo (@sargo) Matthew Marley (@matthewmarley) Victor Brierly (@cullenskinky) Sarah Anne O’Laughlin (@saraholo) Lynsey Wight (@lynsey_wight) Laura Sutherland (@laurafromaura) Ross McCulloch (@thirdsectorlab) for hashtags ©WEBER SHANDWICK 2013 All rights reserved #clutha
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