creating killer content for social media

Creating Killer ContentJackie Reau & Tom Callinan

Creating Killer Content

Today’s Agenda:

Introductions

Current Social Media Strategies of Attendees

Know Your Customer

Research

Strategy

Activation/Engagement

Measurement

Creating Killer Content

Social Media Challenge or Opportunity?

Facebook: Show your true “professional” character

Twitter: Short bursts of news for thought leadership positioning

YouTube: Quick :90 video snippets

Pinterest: Lifestyle, aspiration, recreation

Instagram: Visual photo sharing

How Teens Spend their Time Online Each Day

Audience Development Cycle

#1: Conduct a Media Consumption StudyTraditional Media

•TV, Newspaper, Magazines, Radio, internet sites

•Frequency of use (daily, monthly, etc.)

Social Media

•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications

•Frequency of use, frequency in sharing/posting content (shared or original content)

Search Engine Usage

•How do they use search engines, which ones do they use,

Information on Your Industry/Company

•Intent to purchase, motivation to attend, competitive questions

Demographics

•Age, Sex, Race, Education, Zip Code/Community of Residence

Psychographics

•Based on your industry, i.e. smart phone ownership, top three hobbies

Creating Killer Content

Snapshot of a Media Consumption Study

Creating Killer Content

What Teens and (Parents) Do On-Line•Almost all surveyed students, use their phone to text and talk, while almost half are using it to check for news and/or email.•A study by Pew Internet says that 85% of U.S. Internet users, aged 17, “go online to get information about a college, university or other school in which they are thinking about attending.”•Forty-five (45) percent of parents report going online to get information about a college in which their child is investigating says Pew Internet.

Snapshot of a Media Consumption Study

Creating Killer Content

Internet Influence•The College’s website is the most useful on-line tool according to surveyed students.•The two most popular general college websites used among those surveyed are Collegeboard.org (75%) and ACTstudent.org (62%)•Ninety-two (92) percent of surveyed students use Google as their primary search engine.

#2: Conduct a Content Audit Review the content you created over the last year using the worksheet

•Analyze Google or website analytics from 2011.

•How many blog posts did you write/share on your website?

•Did you write any case studies or white papers on your industry?

•How many e-mail blasts did you send to current clients and prospects?

•Did some content from your Facebook get shared or liked? If so, what was the content?

•Did you get re-tweeted? If so, what was the nature of the content?

Creating Killer Content

Creating Killer Content

Email Analytics•Check email analytics after sending the email with two days to determine prospects•Clicks are the hot leads•Scrub database with bounce backs

Align Efforts with your Customer’s Buying Cycle

Creating Killer Content

#3: Create an Editorial Schedule

•Record your editorial plans on a Google calendar or spreadsheet

•Plan for six months to one year based on your research

•Theme your content based on the buying cycle and your customer’s needs

•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure you are reaching all of your personas

•Tag your content with your SEO keywords on a consistent basis

•Always think like a reporter and encourage your colleagues to do so

•Repurpose content: i.e. use snippets from a white paper on Twitter

Creating Killer Content

Cross Functional Social Media Plan with Editorial Calendar

10 Tips on Making Your Own Media

#1: Download Your Local Media Apps,

Share Photos/News

Creating Killer Content

#2: Monitor Social Media Conversations

and Engage: Free

Creating Killer Content

#2: Monitor Social Media Conversations

and Engage: Paid

Creating Killer Content

#3: Build a Social Media Team to Create Content

Creating Killer Content

#4: Bank Content as You See It, Share It Later

Creating Killer Content

#5: Repurpose Content for Websites, Social Media

Creating Killer Content

#6: Pack Your Camera & Video Camera with You

Creating Killer Content

#7: Create Annual or Seasonal Features

Creating Killer Content

#8: Conduct Original Research and Share It

Creating Killer Content

#9: Gamify your Content

Creating Killer Content

#10: Stay Current with Trends and

Educate Your Community

Creating Killer Content

Measurement: Key Growth Metrics

Creating Killer Content

Measurement: Social Media Insights

Creating Killer Content

Measurement: Competitive Analysis

Creating Killer Content

Questions?Jackie Reau

Game Day Communicationsjreau@gamedaypr.com

Twitter: @gamedayjreauLinkedin: @jackiereau

Facebook: @jackiereau

700 West Pete Rose WayCincinnati, Ohio 45203

(513) 929-4263

Creating Killer Content