A presentation as part of the inaugral Edinburgh Chamber of Commerce's Inspiring Edinburgh event. Delivered by Digital Strategist Craig McGill, the talk offered suggestions on what entails a digital strategy for 2014/2015 and offered simple advice and tips for those looking to engage and make positive ROI from their social media efforts. Visit WeberShandwick Scotland at WeberShandwick.scot

1. Inspiring Edinburgh:
Social Engagement
©WEBER SHANDWICK 2013 All rights reserved

2. Every minute on the internet…

3. Also on the internet…

4. Also on the internet… (@needadebitcard)

5. This is online engagement now

6. Good online starts with this…

7. And should end with happy businesses

8. But how do you do the bit inbetween?

9. Start by listening

10. Start by listening

11. Start by listening

12. Start by listening

13. Start by listening

14. Listen first – and keep listening

15. Then plan: editorial calendar
General news Industry news Blog Tweets FB YT LI IG PIN INFO
Mon
Tues
Wed
Thurs
Fri
Sat
Sun

16. Topics for talking
 Inside information
 Interviews
 Trends
 What are people asking you?
 What events are you going to?
 What are others in the field doing?
 Could you share some video,
images, audio?
 What about your CSR?
 What are your staff’s kids up to?
 Any fictional uses of your work?
 Meet the staff

17. 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

18. Don’t just use words

19. Prezi

20. Be a DJ

21. 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

22. The number one failing of most online

23. The number two failing of most online

24. 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

25. 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

26. And what’s next?

27. 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

28. Remember…
 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

29. Thank you