a framework for how to produce highly shareable content - social media strategies summitt - san...

/ COVARIO

By Mike Roberts11.6.13

HOW TO CREATE CONTENT DESIGNED TO BE SHARED ON SOCIAL CHANNELS

@MrobertsOnline

Mike Roberts

• Earned Media Strategist at Covario– Develop content and strategy

for Fortune 500 and 1000 brands.

– Verticals range across consumer electronics, tourism, banking, education, entertainment, and medical among others.

• Digital trends video blogger (AllegorieDesign.com)• Social Media Special Interest Group

Co-Chair for CommNexus• Frequent Speaker and Writer• Twitter handle: @MrobertsOnline• Google+: +Mike Roberts

Covario

• The nation’s leading independent search marketing agency.• Back-to-back winner of the OMMA

Search Agency of the Year Award.• World-class SEO, SEM, Content

Marketing, and Social Media services.

2 / ©2012 Covario, Inc. All rights reserved.

ABOUT ME

@MrobertsOnline

AGENDA

• Ads vs. Content• Topic Research• Content Brainstorming• Content Development• How to Promote your Content• Internal Workflow and Approvals• How to Measure Value and Effectiveness• Advanced Opportunities to Consider


The Goal: Go through the whole development process from a high level and provide a practical deck of insights to reference when producing content to be shared on social media channels.

We’ll spend most of our time here.

@MrobertsOnline

THIS FRAMEWORK BOOSTS SHARING, NOT JUST POPULARITYEven an Average Joe can spread a shareable message

InfluencerLarge followings don’t always

distribute a message effectively

Average PersonThe right message will be

passed from person to person

(Popular)

(Viral)

WE CAN OPTIMIZE THE MESSAGE TO MAKE AVERAGE

PEOPLE THE INFLUENCERS.

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THINK OF PERSONAL CONNECTIONS AS “LONG-TAIL” INFLUENCERS


Broadcast“Influencers”

Friends/Colleagues/Personal Connections

Trust

No Commercial Bias

Awareness

Topic Authority

Social Validation

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A CAT THERAPIST...


A thought leader on… cats.

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THE CAT THERAPIST WROTE A BOOK


You know he’s a big deal because he has a book too.

HOW WE DRIVE WORD OF MOUTH

WORD OF MOUTH IS THE PRIMARY INFLUENCER BEHIND 20-50% OF ALL

PURCHASING DECISIONS.


This isn’t new information any more.

*Research by McKinsey & Company

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[POLL]: HOW MUCH WORD OF MOUTH HAPPENS ONLINE?


A

B

C

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*Research by Keller Fay Group in 2011

HOW MUCH WORD OF MOUTH HAPPENS ONLINE?

The actual number:

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CONSUMERS HAVE 16 PRODUCT CONVERSATIONS A DAY


The right message can impact these daily conversations.

THE INTERNET IS THE 2ND LARGEST DRIVER OF WORD OF MOUTH.

Online content is one of the most cost-effective ways to infiltrate a message into every day consumer conversations.

THE RIGHT MESSAGE WILL IMPACT THAT 93%.

We use several frameworks to optimize content for word of mouth; highlighted in the appendix.

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ADS VS. CONTENT


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CONTENT INNOVATION S-CURVE: CONSTANTLY INNOVATE TO PUSH THE BOUNDARIES


We have to rethink the process we use to create content to stand out, break through the clutter and earn the right for it to be shared.

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Advertisements1. Directly tries to sell something2. Pay to produce and to distribute

the ad3. Only helps understand product

features / benefits4. Interrupts people 5. Run in campaigns with ending

dates

Content Marketing1. Doesn’t try to sell anything

directly2. Pay to produce, but gets

distributed by average people3. Provides real value without a

catch4. People seek this out5. Ongoing with no ending

Although similar, there are significant differences.ADS VERSUS CONTENT

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ENTERTAINING ADS AREN’T CONTENT


Ads rely on paid distribution to be seen. Content must be even better to capture attention. That means we need even more pig and less brand.

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THE SOCIAL SHARING CONVERSION FUNNEL


To get people to ‘convert’ and share our content, we have to make it really interesting to real people, not just optimize it for keywords.

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ADS VS. CONTENT - DON’T JUST TARGET THE SALES DEMOGRAPHIC


Ads target the sales demographic. Content should target the broader audience who might share it.

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BIGGER OPPORTUNITIES REQUIRE BIGGER THINKING


Content and social teams have to have a seat at the higher level strategy meetings to help shape the company to give them something worth talking about.

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PROCESS

• Concept• Research (validate concept)• Write copy / content• Create visual mockup• First draft• Second Draft• Final Draft


The process can vary, but this is a good starting point.

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TOPIC RESEARCH


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RESEARCH

• Google keyword research• Social Mention, Topsy, Twitonomy, Google Trends• Forums, Quora, product reviews• Comments on related articles• Twitter lists (Hootsuite, TweetDeck, Flip Board)– Keep track of niches

• Analyze your current, popular content– What gets the most shares, comments, Likes, traffic, etc.– Look at page level data since keyword isn’t available anymore


A list of content topic research opportunities.

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FLIPBOARD: TRACK OF YOUR TWITTER LISTS


An easy way to keep up and keep in touch with those you’ve chosen to follow with your Twitter Lists.

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GOOGLE TRENDS: SEASONALITY


As we’d expect, we see spikes in search volume for these events close to when they occur.

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GOOGLE TRENDS: LOCATION BASED


Segmenting by country can provide additional regional, cultural, and language insights.

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GOOGLE TRENDS: TOPIC TREND OVER TIME


Tracking search volume over time can show larger trends. Building content around a topic trending up can increase its value over time.

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GOOGLE TRENDS: LOCATION BASED


Search volume for “cancer” by region shows where people might be more concerned

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SOCIAL MENTION: “SEARCH” FOR SOCIAL


The social conversation about “Sony DSLR” is very positive and strong (people are likely to be talking about it).

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SOCIAL MENTION: “SEARCH” FOR SOCIAL


When looking at the competitor, “Cannon DSLR” has much better sentiment, but isn’t as strong (likely to be talked about).

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TWITTER.COM/SEARCH


Easily see who is talking about what topics, using what hashtags, located in which area. Easily engage around relevant topics too.

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CONTENT BRAINSTORMING


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HAVE A DEBATE INSTEAD OF A BRAINSTORM


Every idea is NOT a good one.

Debates require you to defend your good ideas, improve your bad ones and avoid

execution problems at the beginning.

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BRAINSTORMING: THE ENVIRONMENT MATTERS


Rooms with glass walls invite participation and inspiration.

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Whiteboards and post-its allow ideas to be put up and molded quickly and easily. Here, two different ideas side by side can spark a new direction.

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Chairs with backs cause people to go into ‘audience’ mode leading to not feeling like part of the solution and critiquing instead. Use stools or stand up instead.

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CONTENT DEVELOPMENT


THE SHAREABLE CONTENT FRAMEWORK


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SHAREABLE CONTENT FRAMEWORK


Build at least one of these components into every piece of content you produce.

We share what makes us look

good.

When we care, we share.

ShareableContent

Framework

ControversyPick a side to find a niche.

Things that are useful are hugely

valuable.

Emotion

Status

UsefulnessCauseWe rally around

a greater purpose.

Scarce content is more desirable.

Exclusivity

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USE THE FRAMEWORK AS A CHECKLIST


Compare all of your content against this framework. Ensure that it hits one of these at the beginning and double check throughout production.

Message 1 Message 2 Message 3

Status - X -

Exclusivity - - -

Emotion - X -

Controversial - - -

Useful X - -

Cause - - -

Message 1 and 2 are on track.

Message 3 needs to be reshaped.

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REPLICATOR 1: STATUS


People share things that make them appear higher on the social hierarchy than their peers.


good.


ShareableContent

Framework



valuable.

Emotion

Status


a greater purpose.


Exclusivity

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AWARDS: PEOPLE LOVE WINNING AND BRAGGING


Create and give people an award that they can show off to their friends.

Winners can place this badge on their site WITH a link back

to Social Media Examiner.

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RANK SOME AS BETTER THAN OTHERS


Create a ranking list. Those that do well will broadcast it to everyone and link back to you.

InkyBee highly ranked this fashion

blog and is now linked to on their

home page.

PR Couture will also engage with and share InkyBee’s

content more too.

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Olympics Credit Cards


EXPLAIN DIFFERENT LEVELS OF STATUS CLEARLYGold is clearly first at the Olympics, but is a Sapphire credit card better than the Platinum credit card or not?

• EASY: Everyone knows which medal is better than the others.

• HARD: No one really knows which credit card is a higher status level.

VS.

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PUBLICLY SHOW WHAT PEOPLE HAVE ACCOMPLISHED


It is more effective and easier for people to send a link to where they are being recognized than for them to just talk about it themselves.

This is much easier and more credible to show

off than PR Couture just

saying she won.

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PEOPLE LOVE HAVING A GOOD SECRET TO TELL


Create a secret that people can find out about and then tell their friends.

A New York hot dog shop… AND a

secret bar!

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CREATE A SECRET FOR PEOPLE TO TELL


The only way to get into the bar is to go into the hot dog shop next door and use a phone booth to call and have them open the door from inside.

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“PLEASE DON’T TELL” THE SECRET


The bar’s name is “Please Don’t Tell” and it seems they don’t want you to tell anyone because it’s a secret. Naturally, secrets don’t stay secrets for very long and it works. Word-of-mouth is their only advertising.

Other ways to use secrets:- Release Black Friday

deals ahead of time- A secret menu- Location based prize

give-a-ways via Twitter

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CREATE A CONTEST FOR PEOPLE TO WIN


Accept content submissions for a contest, select a winner, and then publicly share the winning content, giving credit to the creator. They will tell everyone.

HuHot Mongolian Grill runs an annual

recipe contest. They broadcast the

winners on their brand’s Facebook

and Pinterest channels.

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BREAK A PATTERN THAT PEOPLE EXPECT


Those who first find out about it will be an insider ‘in the know’ and tell others about what has broken the rule.

Most companies go all out for Black

Friday…

This e-commerce site closed on Black

Friday in protest.

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EXERCISE: BRAINSTORM

• Work with a partner• 8 minutes (4 minutes for each partner)

Main considerations from this section:• Awards: People love winning and bragging• Rank some as better than others• Explain different levels of status clearly• Publicly show what people have accomplished• Create a secret for people to tell• Create a contest for people to win• Break a pattern that people expect


Brainstorm 1-3 content ideas that incorporates Status that could be used by your company.

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REPLICATOR 2: EXCLUSIVITY


Content only available to a limited number of people or under limited circumstances is perceived as more valuable.


good.


ShareableContent

Framework

Pick a side to find a niche.


valuable.

Emotion

Status


a greater purpose.


Exclusivity

Controversy

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GIVE EXCLUSIVE CONTENT BASED ON PEOPLE’S ACTIONS


Release a new piece of content when 1000 people take a desired action and only give those people access to it.

850 1000

Example: When 1000 people

tweet the link to this page, this video will be

unlocked.

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EXCLUSIVITY REQUIRES TURNING SOME PEOPLE AWAY


Turn people away very carefully and tactfully to ensure you don’t alienate anyone.

Instead of just saying “no,” offer an alternative and be kind about it. That will

keep them wanting to get in instead of just being offended.

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SPREAD EXCLUSIVE CONTENT TO THE MASSES


Make content scarce early on and then reduce restrictions later. This will give it an initial boost of social proof and then be able to spread to the masses.

Series1

0102030405060708090

Non-Exclusive Message

Exclusive Message

Exclussive Message that Scales

Likes, comments, and shares.

Add restrictions here; build social proof.

Reduce restrictions here and reach the

masses.

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PEOPLE FEEL VERY SPECIAL WHEN THEY’RE INVITED


Create an invitation only system and share special content or opportunities only with those who were invited. They will share that they’ve been invited.

Gmail

Pinterest

Rue La La

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GIVE THE POWER AND ACCESS TO MODERATE A FORUM


Enable top contributors to a forum or other user-generated content platform the power and access to moderate that community.

A photographer would volunteer to moderate in exchange for recognition and credibility from peers.

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GIVE BEHIND-THE-SCENES ACCESS TO A FEW


Give special behind the scenes access or an invitation to a private event to top contributors or content submissions.

What they did:7 Harry Potter bloggers were invited to get the inside scoop before the park was opened.

Results:Reached estimated 350,000,000 targeted Harry Potter fans. Enabled more interesting content too.

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GIVE SUBSCRIBERS EXCLUSIVE OR EARLY ACCESS


Give subscribers, members, or frequent customers content that is only made available to them or give them access before anyone else.

Kevin Rose’s video blog includes

interviews with tech stars. All videos are

free. His subscribers still pay $3.99/month

just to get them a week early.

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GET AN EXCLUSIVE STORY FROM A SOURCE


Create a story that a publisher or blogger would want to have an exclusive for. …OR, create an exclusive experience that a blogger would want to blog about.

LL Bean invited the fashion / lifestyle

blogger, Ann Street Studio on a yacht

sailing trip in exchange for documenting it.

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Main considerations from this section:• Give exclusive content based on people’s actions• Turn people away very carefully; don’t offend them• Reduce restrictions later to scale to the masses• People feel very special when they’re invited• Give the power and access to moderate a forum• Give behind-the-scenes access to a few• Give subscribers exclusive or early access• Create an exclusive experience for an influencer


Brainstorm 1-3 content ideas that incorporate Exclusivity that could be used by your company.

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REPLICATOR 3: USEFULNESS


Help people to do the things they want to do or encourage them to do the things they should do, faster, better, and easier.


good.


ShareableContent

Framework



valuable.

Emotion

Status


a greater purpose.


Exclusivity

Controversy

@MrobertsOnline

PEOPLE SEARCH FOR SPECIFIC CONTENT


Get as specific as possible. The narrower the niche, the more relevant it will be to solve that particular problem and will be more helpful.

How to do an oil change on a car.

Not just any car though. Specifically a Toyota, a Prius, built in 2010, with a maintenance light on.

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NARROWER, SPECIFIC CONTENT IS SHARED MORE TOO


More specific content causes a specific person to come to mind that might find it useful. Broad content doesn’t make anyone in particular come to mind.

I only have 1 friend that works with E-Commerce in China so he is the only one

I thought of when I saw this article.

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BUILD A TOOL THAT SOLVES A PROBLEM


It will have a long shelf life and create a great impression on whoever uses it.

See how many pints are in a gallon with this metric conversion calculator.

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ADDRESS CURRENT CUSTOMER PROBLEMS

• Look at product reviews, forums, comments and social media keyword mentions to see where improvements can be made.


Look for and listen to customer pain points to find new content topics that will be especially helpful.

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ENABLE CUSTOMERS TO HELP OTHER CUSTOMERS


Crowdsource customer advice, tips, reviews, and other feedback and make it available to other customers to benefit. This can scale useful content.

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THE CHEAP CONTENT CROWDSOURCING FORUM


You can build a Google+ “Community” and still lead the conversation, providing a resource for everyone that can scale.

Other platforms like Wordpress could be good

options too.

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PRESENTATION AND PACKAGING MAKE IT CONSUMABLE


Consider the packaging of your content. Make it to the point, simple, and easy to follow.

Seth Godin’s blog is short and concise. This post is

only 103 words long.

Thoughtful visuals help explain concepts clearly.

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HELP PEOPLE SAVE TIME AND MONEY


Do this, and they will love you for it.

You can find all of the secret deals leaked here.

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Main considerations from this section:• People search for and share more specific content more• Build a tool that solves a problem• Address current customer problems• Enable customers to help other customers• Presentation and packaging make it consumable• Help people save time and money


Brainstorm 1-3 content ideas that incorporates Usefulness that could be used by your company.

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REPLICATOR 4: CONTROVERSY


Pick ONE side of an issue and gain strong support from that niche, increase your relevance, and get your message to spread faster.


good.


ShareableContent

Framework



valuable.

Emotion

Status


a greater purpose.


Exclusivity

Controversy

@MrobertsOnline

STAND UP FOR WHAT’S RIGHT, EVEN IF ALONE

• Here you can see a video showing a woman before and after a makeover, making the point that even the models on billboards don’t look as the appear.


Dove’s campaign for real beauty challenged the norms of the entire beauty industry.

Before makeover After makeover

“No wonder our perception of beauty is distorted.”

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CHANGE THE ANGLE BASED ON THE AUDIENCE


Fight for an issue differently depending on who you are talking to. Businessman, environmentalists, politicians, and stay-at-home moms are vastly different from one another.

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PICK A SIDE FOR THE SHORT TERM ONLY


Pick an issue/side that you can change your stance on later to reduce risk.

They may want to revise or change their angle later… and they

can if they want to.

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OTHER OPTION: COMMIT TO ONE SIDE FOREVER


Commit, then entrench, build a reputation, and become a foremost authority in that area.

VS.

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DON’T BE CONTROVERSIAL BY TREATING PEOPLE BADLY


Make sure the controversy come from your stance on the issue, not in how you are treating people. Always treat people well.

Mountain Dew created “the most racist commercial in history.” They

pushed the boundaries at the expense of people.

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ALIGN WITH COMPANY VALUES, MISSION AND ETHOS


This game concept is controversial, but is choosing a side that aligns with Axe’s brand persona. This would not work with Dove.

A Game for mobile and PCs, in which you gather

girls for a party and dodge aggressive guys.

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Main considerations from this section:• Stand up for what’s right if you’re the only one standing• Change the angle based on the audience• Pick a side for the short term only• Or commit to one side forever and entrench• Don’t be controversial by treating people badly• Align with company values, mission, and ehtos


Brainstorm 1-3 content ideas that incorporates Controversy that could be used by your company.

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REPLICATOR 5: EMOTION


Instead of just providing more information, aim to make content that evokes an emotion that causes people to take action.


good.


ShareableContent

Framework



valuable.

Emotion

Status


a greater purpose.


Exclusivity

Controversy

@MrobertsOnline

Positive Content

• Positive articles were on average, 13% MORE likely to make the New York Times Most E-Mailed list than negative articles.

Negative Content

• Sad articles were on average, 16% LESS likely to make the New York Times Most E-Mailed list.


EVOKE POSITIVE INSTEAD OF NEGATIVE EMOTIONS?Sharing content that evokes positive emotion strengthens the connection people have with one another.

Does this apply to all Positive and all Negative emotions?

…No, it doesn’t.

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High Arousal Emotions

• High Arousal emotions encourage and lead to action.

Low Arousal Emotions

• Low Arousal emotions stifle action– Contentment causes people

to relax and deactivate– Sadness causes people to

power down and disconnect


THE SCIENCE OF EMOTIONEvoke high arousal emotions rather than low arousal emotions.

High Arousal Low Arousal

Positive AweExcitement

Amusement (Humor)

Contentment

Negative AngerAnxiety

Sadness

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“AWE” (SURPRISE AND SHOCK) LEADS TO SHARING


Stand out from the norm, challenge what they’re expecting, and be the Purple Cow. Once Purple becomes the norm, reinvent and come out with green.

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INSPIRATION CAPTIVATES YOU


Most products are not inspiring by themselves. Many ecommerce sites, like supermarkets just facilitate transactions and don’t inspire at all.

VS.

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ANGER AND ANXIETY BOOSTS SHARING TOO

• When trying to evoke emotion, don’t just point out the global warming statistics, make them angry that our planet is at risk. Make sure to get them fired up, not sad though.


Research shows that evoking Anger and Anxiety does lead to more sharing even though they are negative emotions.

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USING ANGER AND ANXIETY EFFECTIVELY

• We can now get fired up and angry at any company that isn’t implementing “green” best practices.


Building “green” is now normal and anyone not doing so is killing the planet.

Instead of just presenting depressing stats, they built the largest green roof in the world for

Ford.

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Main considerations from this section:• Incorporate Awe, Excitement, Humor, Anger, and Anxiety into content• Don’t incorporate Contentment or Sadness into your content• Surprise and Shock lead to sharing• Inspiring your viewers is powerful


Brainstorm 1-3 content ideas that incorporates Emotion that could be used by your company.

@MrobertsOnline

REPLICATOR 6: CAUSE


Content that is part of a greater purpose or mission that people believe in will cause people to want to help share that message.


good.


ShareableContent

Framework



valuable.

Emotion

Status

UsefulCauseWe rally around

a greater purpose.


Exclusivity

@MrobertsOnline

APPEAL TO A GREATER PURPOSE


Connecting your content or organization to advancing a bigger, more meaningful goal will motivate people to share to help further that goal.

Southwest donated $1 to Make-a-Wish for every person that checked

into one of their terminals.

Results: Their Facebook fan count grew from 991,200 to 1.2 Million.

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ALIGN WITH SOMETHING THEY ALREADY BELIEVE


It is much easier and more effective to target people who already agree than change the minds of those who don’t.

They’re stating their values, not arguing

what values you should have.

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EVERYONE SUPPORTS SOME CAUSES


Sprint’s salute to Navy Day even gets support from people that are NOT personally connected or emotionally vested in the cause.

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DON’T ALIENATE THE OTHER SIDE UNKNOWINGLY


Research what the opposing causes might be and don’t flippantly push away those groups. Instead, make a strategic decision.

“The Tsunami killed 100 times more

people than 9/11.The planet is brutally powerful. Respect it.

Preserve it.”

@MrobertsOnline



Main considerations from this section:• Appeal to a greater purpose• Align with something they already believe• Everyone supports some causes• Don’t alienate the other side unknowingly


Brainstorm 1-3 content ideas that incorporates a Cause that could be used by your company.

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THESE COMPONENTS CAN WORK WELL TOGETHER

Emotion

Cause

Useful


Why not build a useful tool that can help you advance a cause while showing the impact you’re having on real people.

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EXERCISE: DEBATE YOUR IDEAS


Consider these guidelines:• Defend your ideas.• Be constructive. Be part of the solution, not just a critic.• Think of solutions to the problems your partner points out.


Pick 1-2 content ideas from each partner to debate, poke holes in, refine and improve.

BRAINSTORMING AND MOCKUP TOOLS


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CONCEPT OVER POLISHED EXECUTION


The concept is oftentimes more important than polished execution. Relatively poor quality can actually humanize the brand sometimes.

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GOOGLE DOCS / HANGOUTS


Collaborate with dispersed teams easily and in real time. Really good for version control too.

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MURAL.LY


An online whiteboard with post-its. Collect photos, links, and ideas while collaborating with others in real time. A Standfor d. School tool.

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MIND MAPS


Document ideas from a brainstorm here. Easily move everything around to adapt to your ideation.

Some free or cheap tools: Mind Meister,

Xmind, and The Brain.

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MAKING A MOCK UP AND VISUALIZING YOUR IDEA


The goal is to cheaply and quickly visualize your concept to communicate it clearly.

Kenotopia Balsamiq

Sketch on paper. Take photo. Sketch on white board.

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IDEATING AND COMMUNICATING VISUAL STYLE


Use Google images and Pinterest to help share your vision with stakeholders and designers.

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EXERCISE: DRAW A MOCKUP

• This is NOT intended to be a final draft, but a tool to convey your vision and collect feedback from other decision makers.

• 5 minutes

Consider and include:• What is the main point and purpose?• Where will the facts/information to be

included come from?• Will it support your main point or

argument?• What will the headlines say?• How will all of the sections of the piece

work together to tell a coherent story?


Take your best idea and draw a rough visual idea of what you envision it to look like.

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EXERCISE: EXPLAIN AND SELL YOUR IDEA

• The Goal is for you recognize what kinds of visuals help add clarity and

practice selling using a very rough mockup.• 8 minutes (4 minutes each)

Consider:• You will likely feel rushed and ashamed of your mockup. That’s ok, fast

iterations are crucial. • Good concepts that aren’t pitched well often don’t get approved• Someone not involved in the brainstorm doesn’t have the context that lead to

the idea. Fill that in for them.• Collect feedback and notes from your partner; consider suggestions


Pair up with a new partner. Take the mockup you just made and use it to explain your concept and convince them that it is good.

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HOW TO PROMOTE YOUR CONTENT


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PRODUCE CONTENT WITH PARTNERS


Create piece of content in

collaboration with a partner

You and partner promote content to your followers, cross-promoting

each other

Benefit: Double the reach of

your content to a new audience.

Benefit: Gain new followers

from your partner.

Create new partnerships to

expand presence into new areas.

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USE YOUR RESEARCH TO REACH OUT


Rely on your quality research; you’ve created content people are talking about. Let them know in a natural way by keeping in touch through your Twitter lists.

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PROMOTE TO ALREADY BUILT COMMUNITIES

• Social Network Analysis• Google+ Communities• Twitter.com/Search• Buzzsumo• Social Mention• Pre-built topic communities for Twitter and Google+• Target the influencers of your influencers (Google Ripples, social network

analysis)• Competitor followers


A couple of places to look for already established communities.

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INTERNAL WORKFLOW AND APPROVALS


@MrobertsOnline

FAST PRODUCTION ENABLES REAL TIME CONTENT


The faster you can respond to real time events, the more relevant your content becomes.

Notice the spike and then decline for the Arab

Spring.

@MrobertsOnline

• To develop the content, we have to communicate the vision with designers, researchers, copywriters, and developers• Use the same visuals to execute as

you used to sell it.– This helps ensure the

designers will build the content the stakeholders approved.

• Not everyone is an art director. Ensure everyone is only contributing to what their skill set is best at.


MAINTAIN CONSISTENT COMMUNICATIONAs the production goes on and more people get involved, keeping everyone on the same page is crucial.

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HOW TO MEASURE VALUE AND EFFECTIVENESS


@MrobertsOnline

LOOK AT ENGAGEMENT PER POST

3 Tools that will help you measure this:• True Social Metrics.com• All My Plus.com• Simply Measured.com


Focus on this and you’ll gain new insights into what your audience likes, be able to compare your results month over month and compare yourself against competitors.

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Any questions?

THANK YOU!


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ADVANCED OPPORTUNITIES


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NEED ADDITIONAL PEOPLE AND SKILLS

• All of these advanced opportunities require additional skill sets.– Front-end developer– User experience / interface designer (UX/UI)– Back-end developer– Copywriter– Graphic designer


There are huge opportunities, but also more hurdles to get there.

@MrobertsOnline

INTERACTIVE INFOGRAPHIC AND STRESS QUIZ


Take the quiz an see how long you have till you lose it.

Results:

http://www.celebritycruises.com/genericHtmlTemplate.do?pagename=cruise_vacation_stress_quiz



@MrobertsOnline

PERSONALIZED CONTENT

• Hubspot has created an automated tool that evaluates how well your website is being marketed and gives you personalized feedback.• Very relevant and therefore valuable.


Content can now change based on who is viewing it.

@MrobertsOnline

DYNAMIC CONTENT

• APIs, scrapers and other live data feeds allow us to collect information and

feed that into our content.• The content could be updated in real time based on activity on social

channels, the weather, traffic patterns, or our geographic location.• Very relevant and constantly being refreshed.


Some new opportunities with content that refreshes and changes with real-time data.

a framework for how to produce highly shareable content - social media strategies summitt - san...

Technology

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