creation of content for e-enterprise - upa-project.net · manage all your social media in one place...

ProjectReference:2017-1-BE01-KA204-024783

Creation of contentfor e-enterprise

a. Hootsuiteb. How to create attractive contentc. Timetabled. Google AdWords


1. HOOTSUITE„Keep your social presence active

—even when you’re not.Save time by scheduling your social media

content across your social networks.”

Non è possibile

Hootsuiteisasocialmediamanagementplatform,createdbyRyanHolmesin2008.

Thesystem’suserinterfacetakestheformofadashboard,andsupportssocialnetworkintegrationsfor:

• Twitter,• Facebook,• Instagram,• LinkedIn,• Google+,• YouTube,• andmanymore…

Itconnects withover35popularsocialnetworks.

Source:https://hootsuite.com/#


Manage all your social media in one place

Hootsuitemakesfinding,scheduling,managing,andreportingonsocialmediacontenteasier

Itkeeps yoursocialpresenceactive24/7byautomaticallyschedulinghundredsofsocialmediapostsatonce,acrossyoursocialaccounts.

You can stay onmessagewithpre-approvedcontentyourteamscanpost,storedinyourfavoritecloudfileservice.Tagging,searching,andusagestatsmakecuratingcontentabreeze.



SchedulingAUTO SCHEDULINGAutomatically schedule posts. • You can keep your social presence active 24/7

by automatically scheduling posts to fill the gaps in your scheduled content.

BULK SCHEDULINGUpload and schedule hundreds of messages at once.Save time and effort by • uploading, • editing, • scheduling hundreds of social media posts at once, in CSV format.



SchedulingCONTENT CALENDARSee your social content schedule at a glanceGet a clear overview of all of your scheduled social media content—displayed in a list, or shown in a daily, weekly, or monthly view.

HOOTSUITE MOBILE APPManage scheduled contentUse the Hootsuite mobile app to easily edit, approve, and manage scheduled messageson the fly—anytime, anywhere.



SchedulingHOOTLET EXTENSION• Schedule posts as you surf the web• Schedule content you discover while surfing the web with Hootlet,

our Chrome extension, or let it schedule your posts automatically.



How Hootsuite makes content curation easier than ever

•Discovernewcontenttorepost.•Createsearchstreamsbyhashtag,location,orkeyword tofindcompellingandcuratecontentthatyoucanshareonthefly.

STREAMS•Organizeallyourcontent•Save timewithpre-approvedcontentteamscanpost,allinasharedcontentlibrary.Tagging, searching,andusagestatsmakecuratingcontentabreeze.

CONTENTLIBRARY•Findandschedulecontentasyousurf•Instantlypostorschedulecompellingcontentfromanywebpageasyousurf—withouthavingtologintoyoursocialaccounts.

HOOTLETEXTENSION•Grabyourcuratedcontentfromthecloud•Accesscontentstoredinyourfavoritecloudfileservice—includingMicrosoftOneDrive,Dropbox,GoogleDrive,Box,andothers—rightfromyourdashboard.

CLOUDCONTENT•Connectthecontenttoolsyoualreadyuse•Addthepowerofsocialmediatothecontenttoolsyoualreadyrelyonthroughthelargestsocialmediaappdirectory.

CONTENTAPPS•Seeyoursocialcontentscheduleataglance•Getaclearoverview ofallofyourscheduledsocialmediacontent—displayedinalist,orshowninadaily,weekly, ormonthlyview.

CONTENTCALENDAR

•Ensureonlyapprovedcontentgoeslive•Designateteam leaders toapproveoutgoingcontent,soyourorganization’ssocialmediapostsstayonbrand.APPROVALS



ANALYTICS: „Bring your data to life with these powerful analytics features”

•Getanoverviewofyourkeymetrics•Seeaclear,concise snapshotofyourkeyFacebook,Instagram,andTwitteractivitytotracktrends andmeasuregrowth.Nosetup required.

OVERVIEW

•Build unlimited reports•Createcustomized analyticsdashboards—or useour templates—tolearnmoreabout howyourfollowers engagewithyourcontent.

BOARDS

•Export reports toproveyoursocialROI•Shareyoursuccesswithyourteam—oryourclients—with one-clickexports ofyourreports inExcel, PowerPoint, PDF,andCSVformats.

EXPORTS

•Measureteamperformance•Trackhowlongittakesyourteamtorespondto—and thenresolve—TweetsandFacebookposts, mentions, andcommentsassignedtothem.

TEAMMETRICS

•Expandyouranalyticstoolbox•Getdeeperinsightswith thelargestcollection ofsocialanalyticsintegrations andappsavailable,including LiftMetrix, KlarityAnalytics,Crowd Analyzer,andothers.

APPS&INTEGRATIONS



Monitoring „Don’t miss the conversation”

CUSTOMSTREAMS•Setupunlimitedsocialstreams•Createcustomstreamsofsocialcontent,organizedbytabsinawaythatmakessense toyou.Thensharethemwithteammateswithasingleclick.

MONITORINGFILTERS•Searchbykeywordorlocation•Findandfiltersocialconversationsbykeyword,hashtag,andlocation—inmultiplelanguages—tohearwhatpeoplearesayingaboutyourbrand,competitors,andindustry.

TEAMASSIGNMENTS•Respondas ateam•Replytopostsandcommentsfasterbyassigningtoappropriateteammembers.Theneasilyapproveresponses toensureyourmessagingison-brand.

MONITORINGAPPS•Addappstomonitormore•Capturemoreconversationswithawideselectionofmonitoringapps,lettingyoudoeverythingfromreviewingsiteratingstotrackingthetoneofvoicebeingusedforyourbrand.



Team management –„Collaborate effectively with these flexible features”

ORGANIZATIONSETUP

•Safeguardyoursocialmediapresence•Protect yoursocialaccounts—andyourbrand—byeasilymanagingaccesstoyourorganization's socialmediaaccounts without sharingpasswords.

TEAMPERMISSIONS

•Setcustompermission levels•Avoiderrors androguepostsbymanagingapprovalworkflowsanduserlevels.Grant employeesaccesstoonlytheprofiles,permissions, andnetworkstheyneed.

TEAMASSIGNMENTS

•Managetasksandassignments•Assignsocialmediataskstotheappropriate team,department,orregion—boosting efficiency,accuracy,andresponsetimes.

CONTENTLIBRARY

•Geteveryoneonthesamepage•Giveteammembersaccesstoasharedlibraryofon-brand socialcontent andassets—savingtimeandimprovingtheconsistencyofresponses.



Security: How the tool helpsorganizations stay secure and compliant

EMPLOYEEPERMISSIONS

Setcustompermission levels

Avoiderrors androguepostsbymanagingapproval

workflowsanduserlevels.Grantemployeesaccessto

onlytheprofiles, permissions,andnetworkstheyneed.

SECURITYNOTIFICATIONS

Getimmediatealerts

Ifthere’s everanysuspiciousactivityonyouraccount,you’llbethefirsttoknowthankstoinstant security

alerts.

SECURITYANDCOMPLIANCEPARTNERS

Meetregulatory standards

Staycompliant withbodieslikeFINRAandHIPAAthrough

ourindustry-leadingintegrations with Proofpoint,ZeroFOX,Smarsh,GlobalRelay,andActiance.



2. How to createattractive content?

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How to create attractive content?

• Snapmemorablepictures- Takepicturesthatwillresonatewithyourtargetaudience.

• Shootcompellingvideo- Videoisbecomingincreasinglypopularonsocialmedia.Evenifyoudon’thavefancyequipment, justorderatripodforyouriPhone

• Conductcustomerinterviews- Youcanusethismaterialfortestimonials, blogcontent,quotesandmuchmore.

• Createbadassgraphics- Ifyoudon’thaveagraphicdesigneronyourteam,higherafreelanceroruseasitelikeFiverr.

• Sharebehindthescenescontent - thereisastorydevelopingbehindthescenesthat isoftentimesoverlooked.

• Obtain user-generated content.- User-generatedcontentispuregoldbecauseyoudon’thavetohireaphotographerandcoordinateallofthelogisticsbehindaphotoorvideoshoot.

• Interviewexperts– Everybusinessshouldidentifytheirexpertandset-upatimetointerviewthisperson.

• Livestream- Youcanreachahugeaudiencebylivestreamingevents,especially inutilizingFacebookLiveorPeriscope.

It'snotasimplequestiontoanswer.First,ask

yourselfthisquestion- Who

aremycustomersandhowdoItelltheirstory?

Next:

Source:JasonParks-,9SecretstoBeautifulContentforYourSocial-MediaStrategy,https://www.entrepreneur.com/article/279704


An attractive content

Good E-enterprise shouldbe focused on creating, publishing and distributing content for a targeted audience online.It is often used by businesses in order to:q Attract attention and

generate leadsq Expand their customer

baseq Generate or Increase

online salesq Increase brand

awareness or credibilityq Engage an online

community of users

Today wehavemany tools tocreating attractive content fore-enterprises.Inthepresentation wehavealreadydescribedHootsuite.Google AdWords alsois oneofthemostimportant tools.Beforeweanalyzeit,wemustmentionabout timetable.


3. Timetable

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Timetable – Why? Is it worth it?

Every professional e-entrepreneur should plan his posts and create a social media content calendar template.It's a good solution to be better, faster, and just generallyattractive. You can use many tools to fill it in at the same day and time every single week to prep for the following week's social media content. What does it mean? That means when you burst through the office doors at 8 a.m., you won't be in panic mode looking for something to push out to your Facebook fans -- you already took care of that last week.Creating a social media schedule is the best way to stay on top of your social media marketing.

Source:LindsayKolowich, TheSocialMediaContentCalendarTemplateEveryMarketerNeeds[FreeTemplate],https://blog.hubspot.com/blog/tabid/6307/bid/33415/the-social-media -publishing-schedule -every-marketer-needs-template.aspx

Whetherit’syourfirsttimerunningsocialmediaforacompany,oryou’rejustlookingtoboostyouronlineprofile,socialmediatemplateswillsaveyou

valuabletimeandeffort.


Timetable - Don't ForgetSticking to a schedule is important for your business. It helps you get through yournever-ending „To Do List”. The same is true when it comes to your social mediamarketing.But you must remember: Whether you use a timetable tool to plan yourcontent out in advance or upload to a third-party app, you'll still need tosupplement these updates with one the fly content.

Source:LindsayKolowich, TheSocialMediaContentCalendarTemplateEveryMarketerNeeds[FreeTemplate],https://blog.hubspot.com/blog/tabid/6307/bid/33415/the-social-media -publishing-schedule -every-marketer-needs-template.aspx

Comingupwithandschedulingyoursocialmediacontent inadvanceisahugetime-saver,butitshouldgowithoutsayingthatyoustillneedtomonitorandaddtoyoursocialpresencethroughout theday.

Gotafascinatingcommentononeofyourupdates?Respondwitha"thankyou"fortheirinteractionoranadditionalfollow-upcomment.

Someoneinyournetworktweetssomethinginteresting?Giveitaretweetwithsomecommentary.

Breakingnewshits?Whipupaquickupdatetoshareitwithyournetwork.


4. Google AdWords

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How you want to reach your customers?

With text-based search ads, graphic display ads, YouTube video ads, or in-app mobile ads, you have plenty of ways to reach your target customer with AdWords. Be seen across the web:• Search Ads• Display Ads• Video Ads• App Ads

Source:https://adwords.google.com/home/


Reach whoyou wantby Google AdWords:

Staylocalorgoglobal.

Reachouttopotentialcustomerswithinafewkilometres ofyourbusiness,orbroadcastyouradstoentireregionsorcountries.WithAdWords,it’sup

toyou.

Taketheguessworkoutofadvertising.

WithAdWordsyouwillseehowmanypeopleareshownyourads,visityourwebsite,orcallyourbusiness.Youcaneventargetspecifictypesofpeopleif

yourbusinessisspecialized.

Onceyou’vefoundwhat’s workingandwhat’snot,youcantweakyouradsandtestyourchangestoseeiftheyworkbetter.

Adjustyourbudgetwheneveryouwant.Plus,withnocontract,youcanendyourcampaignanytimewithoutcancellation fees.

SearchAds:BejustaGooglesearchaway.SearchadsappearnexttoGooglesearchresultswhenpeoplelookforproductsandservicesyouoffer.And,youonlypaywhenpeopleclicktovisityourwebsiteorcallyour

business.



Search Campaigns: 3 steps

Createyoursearchad.Buildingyourfirstsearchadcantakejustafew

minutes.Startbywritinganadthattellspeople

whatyouoffer.

Locateyourcustomerswithkeywords. Next,

choosethekeywordsthatpotentialcustomersmightsearchforonGoogletofindyourbusiness.

Setyoursearchadsbudget.Setadaily

budget,andyouradisreadytogolive.



How people see your ad.On PCs, tablets, and smartphones, if the words people type into Google match your keywords, your ad can appear above the search results.You only pay when people click — either to go to your website or to call your business. With millions of searches per day on Google, you can make sure your customers notice your brand, consider your offerings, and take action.

Display Ads - Reach customers on the web and in apps —across devices.

AdWords display ads appear on over two million websites and in over 650,000 apps, so your ad can show up wherever your audience is. There's more than one way to display.• TextLike an ad on Google Search, display ads include a headline, two lines of text, and a URL.• GmailShow custom ads in Gmail so people can save, forward, and expand your ad in their inbox.• BannerWith images or rich media, these ads let you include customized layouts, interactive elements, animations, and more.• AppCreate a campaign targeting specific mobile app categories, or track the performance of the in-app ads you’re already running.



StepsPickaformatandcreateyourad. Whetheryou’remakingsimpletextadsorusingimages,withtheadgalleryincludedinyouraccount,itcantakeonly

minutes.

Decidewhereyouradswillrun.Displayadsallow

youtocreatehighlytargetedcampaignsbasedonwhatyouknowaboutyourcustomers,suchas

interestsordemographics.

Setyourbudget. Decidehowmuchyouwantto

spendtoreachyourtargetaudience,andstart

showingyouradstothepeoplewhowillbemost

receptive.



Reach the right customers.

With millions of websites, news pages, blogs, and Google websites like Gmail and YouTube, the Google Display Network reaches 90% of Internet users worldwide. With specialized options for targeting, keywords, demographics, and remarketing, you can encourage customers to notice your brand, consider your offerings, and take action.Never stop improving. Measure your ads’ results and figure out which audiences are most receptive. Whether you’re looking to increase sales or get more calls, AdWords helps you measure campaign performance so you can make adjustments and meet your objectives.



1.Getyouradlive. Onceyoucreateavideo,youjustneedtosetupaYouTubeaccountanduploadit.ThenyoucanuseAdWordstostartyourcampaignonYouTube.Yourvideowillappearbeforeornexttorelatedvideos

orinsearchresults.

2.Choosewhereyouradwillappear.Whetheryou’retargetingsportsfans,musiclovers,oranyoneelse,youcanchooseyouraudiencebasedonage, gender,location,

interests,andmore.

3.Decidehowmuchyouwanttospend. SetyourbudgetanduseYouTube’sAnalytics

tooltoseewhat’sworking.

Video-Ads: Broadcast your story

Videoadsareshownonlytothepeopleyouwantandyouonlypaywhentheywatch.Inotherwords,youwon’twastemoneyadvertising topeoplewhoaren'tinterestedinyourbusiness.



Choose your ideal customer.

YouTube reaches more 18-49 year-olds than any cable network in the U.S. And with over one billion users, you can select the audience you want based on age, gender, location, interests, and more. Plus, you only pay when they engage with your ad. If they skip it before 30 seconds (or the end) you don't pay a cent.



Thank you for your attentionAssociate Professor Ph.D.

Adam JabłońskiPresident of the Board OTTIMA plus Sp. z o.o.

Associate Professor Ph.D. Marek Jabłoński

Vive-President of the Board OTTIMA plus Sp. z o.o.

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