Youthlink Scotland and Social Media
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  • Hi Craig, really enjoyed your presentation - sorry I wasn't able to see it on the day. I was wondering if you were able to answer 1 question for me please?

    On the last point on Slide 7 it mentions when using video to not look at the camera. I was wondering if this was specific to viral videos (which your graphic on the right refers to) or to all videos in general?

    I'm only interested as for the last few years we have been trying to do the opposite of what you suggest by helping people record and share their experiences using their own devices and recording straight to camera (as opposed to using film crews) - we've been doing this as we find responses are far more candid and intimate e.g. videos half way down on this website: http://www.dmbins.com/MBinScotland
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Youthlink Scotland and Social Media Presentation Transcript

  • 1. ©WEBER SHANDWICK 2013 All rights reserved What’s next in Social?
  • 2. ©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
  • 3. ©WEBER SHANDWICK 2013 All rights reserved
  • 4. ©WEBER SHANDWICK 2013 All rights reserved
  • 5. ©WEBER SHANDWICK 2013 All rights reserved The present: Jar Jar Binks not jetpacks
  • 6. ©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
  • 7. ©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
  • 8. ©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
  • 9. ©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
  • 10. ©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
  • 11. ©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
  • 12. ©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
  • 13. ©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
  • 14. ©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
  • 15. ©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
  • 16. ©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
  • 17. ©WEBER SHANDWICK 2013 All rights reserved Getting rid of Content is King
  • 18. ©WEBER SHANDWICK 2013 All rights reserved The biggest thing that needs to change for good engagement…
  • 19. ©WEBER SHANDWICK 2013 All rights reserved 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 / Conversation Prism © Brian Solis