content strategy: what the what?
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Content StrategyWhat the what?
Mandy StahlCommunity Manager
@MandyStahl
Why content strategy?• How are you talking to your
community/potential attendees? • Give them information they want/need to
keep them engaged with you • Stop just asking them to buy from you• Make use of all of your resources• Unique experiences in each platform
Questions to ask yourself:
Where does content come from?
Where does content come from?
Where does content come from?Editorial Dept• Magazine + Onsite News
Marketing Dept• Printed pieces + Website
languageLearning Dept• Session tracks and general
session speakersExpo Dept• Logistics + special event
informationPublic Relations Dept• What’s in the news about
conference/industryMember services Dept• Volunteer activity
Foundation/Policy Depts• Fundraising Events
Rule #1 Lesson for Working World
Rule #1
People are inherently lazy.
Rule #1
People are inherently lazy.
Yes, you too. Me too.
What?
Facebook• Write 2-3 sentences at most• Videos and pictures are essential• Links with thumbnail pictures• Ask open ended questions• Pull relevant news articles
Facebook Questions• What was your favorite part of last year’s
conference?• What are you most looking forward to?• How will you be traveling to the conference?• What is your favorite takeaway from today’s
general session?• What was your favorite “What ___ say meme?”• What is your favorite conference food?• Have you been to ____ city before? Have any
suggestions for other attendees?
Great Facebook Resources• Allfacebook.com
Twitter• 140 Characters max (duh)• Leave room for RT characters so max at 120• Shorten your links• Use consistent abbreviations
– Association International Conference– Assoc. Intl Conference– Assoc Int’l Conf
• Always include conference hashtag• Use industry recognized hashtags • Ask questions
Website
• Updated content keeps homepage from looking stale
• Gives reason to visit site again
• Chance to highlight other portions of event
YouTube• Can cross-promote on Facebook• Ask speakers to do own promotional
videos for their sessions• Quality
Okay, now what?
Set Expectations• Facebook – 1-2 posts per week – 2-3 posts per week for last 2 months
• Tweets– 1-2 per week 6 months out– 3-4 for last 2 months
• Website What’s New– 1 per week for last 2 months
Content List• Brainstorming with all teams• Shared content list• Talk through each platform for each
week• Shared calendar with colors by post
type• Work through writing for each
platform with marketing manager
• Keep content team motivated • Share stats on previous weeks’ posts• Show them when their ideas work• Share updated list per week
Engage Volunteers• Detailed list of suggestions for interaction for both
speakers and volunteer groups• Post on Twitter once per week using the hashtag
#ASAE12• Like the ASAE Annual Page:
www.facebook.com/asaeannual– “I’m looking forward to #ASAE12 because I will get to see
@MandyStahl!”– “When you are making your schedule for #ASAE12 make
sure to put my session on XX at XX. It will change your life!”
Define Success• Facebook– # of likes or # of interactions
• Twitter– # of tweets using hashtag
• Private network– # of people– # of member lead conversations
After Conference• Plan for wrap-up content• Emails• Tweets review• Continue to encourage attendees to share on
FB• Okay if not going 100% all year
End• Take a nap. You deserve it.
Thank you!• Tweet me with any questions: @MandyStahl• Can also be reached on any of my social
channels at www.mandystahl.com