Light hearted talk given in June 2014 to the Edinburgh Chamber of Commerce as part of their 60 Really Useful Minutes series showing where companies can take simple steps to improve their online engagement and ROI. Presented by Craig McGill (@craigmcgill)

1. ©WEBER SHANDWICK 2013 All rights reserved
40 useful minutes and
Craig McGill

2. We know this stuff is kinda important, yes?

3. You know the basics yeah?
 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

4. You know not to be stupid…

5. You know not to be stupid… (@needadebitcard)

6. You know this is online engagement 2014 style

7. You know it starts with this – knowing goals

8. And should end with happy business owners

9. But how do you do the bit inbetween?

10. Start by listening

11. Start by listening

12. Start by listening

13. Start by listening

14. Start by listening

15. Listen first – and keep listening

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

17. Promoting today
 Mon: Interview with Mally (with
video)
 Tues: Interview with Craig
 Wed: How the Chamber uses
social
 Thurs: Liveblog from event
 Fri: Wrap-up of event
 Mon: 10 things to avoid when
doing video
 Tues: Chamber member profile
 Wed: Edinburgh firms who do
social well
 Thurs: Tweets & slideshare from
event
 Fri: Follow-ups from event

18. Transformational Leadership
 10 things you must do to
succeed as a leader
 10 things you should never do as
a leader
 Who gets customers right?
 Interview with a risk manager
 How do you pick the right team
 Bryan Leslie interview
 The best (and worst) fictional
leaders – what they did right and
wrong

19. 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

20. Don’t just use words

21. Prezi

22. Be a DJ

23. 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

24. 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

25. 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

26. And what’s next? For people?

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. Thank you