creating content for social media by anthony ongaro - #umnsmg

Creating Contentfor Social Media

Anthony Ongaro@antronomics

Social Media Street Cred

• Marketing Director at Nice Ride MN• Partner at ongjoh, marketing agency• Entrepreneur in eCommerce• Enjoyer of social media

Topics Covered

• Social Media Networks• Content Types• Developing Voice• Generating Content• Structuring Messages• Building Audience• Discussion

Different social media networks are used in different ways.

Social Networks via Donuts

Twitter – I’m eating a #donut.

Facebook – I like donuts.

Foursquare – This is where I eat donuts.

Instagram – Vintage photo of my donut.

YouTube – Video of me eating a donut.

LinkedIn – My skills include eating donuts.

Pinterest – Here is a donut recipe.

LastFM – Now listening to “Donuts” by Glam Doll

Google+ - I’m a Google employee who eats donuts.

Types of Content

To start planning your social media content just think in thirds.

Events, Core Updates Specialty Content External Content

Broccoli Content

• Start with event calendar• Mission focused

messaging• Asking for donations• Informational updates• Hiring opportunities• Etc.

Bacon-Donut Content

• Rich media, video, images• Highly shareable– Lists– Innovations– Big wins

• “Fun” stuff

External Content

• Relevant industry content• News from other UMN

Depts• Interesting developments• On trend topics / posts• Use Google Alerts!

Finding Your Voice

• Who is your audience?• Who are you speaking as?• Stay consistent throughout.• Always use ‘We’ if speaking through

a company account.

Generating Content

• Utilize your team and resources• Set regular ‘editorial board’ meetings• Mind map potential topics• Create running series• Take photos all the time• Share internal happenings• Put faces to your organization

Content Calendar• Plan messaging around existing events.• Look at least 1-2 months ahead.• Reduces stress of daily posting• Schedule 2/3rds of posts• Leave 1/3 for on the fly posting.• Don’t worry if you post multiple

times per day

Building Audience

• Engage in conversation• Social is about being social• Follow active accounts• Use lists to organize groups• Search for key terms• Monitor trending hashtags

Structuring Messages

• Use photos whenever possible.• Ask open ended questions.• Ask seemingly obvious questions

that may receive a strong response.– ie: Is it too cold to bike right now? What

do you think? (No! Of course not!)

• Study other successful examples

Content Examples

Resources / Contact Info• Anthony Ongaro

– @antronomics– aongaro@gmail.com

• Tools:– Buffer – www.bufferapp.com/– TweetDeck - https://about.twitter.com/products/tweetdeck– Twitter Analytics – http://analytics.twitter.com

• Books:– Jab, Jab, Jab, Right Hook – Gary Vaynerchuk