Social Media Content Strategy: The importance of social media, small objects and sharing.

November 2012 Michelle Sawyer Office of Marketing & Communications

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Why is content so important? •  What are Small Objects •  Generating Reach with Social Media •  The Different Voices of Social Distribution Channels

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What is shared across Social Media are called “small objects”…

Audien

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The way that social media generates reach is through sharing…

Audien

Shares

4. Multiple shares are occurring of the original,

secondary and third party

shared small object, post or

both. Other related small objects to the original post, is also likely being shared at this point.

3. The original small object or secondary post is then shared across another

new audience by a third party…

2. The original post is then shared by a

secondary party or parties across

their social audiences…

1. Original Post, containing a

small object is shared across an

owned social audience…

Audience

Sharing out content via social media, is also a great way to combat content theft and is measurable.

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Every social distribution channel is different and has it’s own voice…

Face

book

• “I just ate the best apple!”

• Egocentric posts • 20+ demographic • Spelling and grammar not highly valued

• Consumer engagement is either negative or positive

Twitt

er

• “This is a great recipe for how to make apple cider.”

• News and topic focused posts

• 20 - 25+ demographic

• Spelling and grammar of mixed value

• Consumer engagement is mixed (negative or positive, passionate) G

oogl

e+

• “I’m learning how to make great apple pie via this clip on YouTube.”

• Educational and passion related posts

• 25 – 30+ demographic

• Spelling and grammar highly valued

• Consumer engagement is passionate

Link

edIn

• “Research shows overseas importation of apples are hurting Australian growers.”

• Industry and Career focused posts

• 25 – 30+ demographic

• Spelling and grammar highly valued

• Consumer sentiment is passionate

Self Promotion Self Actualisation

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What is Monash’s content strategy? •  Calculating The Value of a Social Campaign •  The Host, Hub & Distribution Method •  Structuring Social Posts •  Dealing with Negative Comments •  Developing Monash’s Tone of Voice

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The value of a social media campaign or “small object” can be calculated in a similar way to traditional media…

Campaign ($) Engagement Cost per

Reach $

Example: (A video production cost of $1000 + $1000 TruView ad spend) / 50,000 views on YouTube = $0.04 per view

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Creating ‘virility’ is not as simple as a single post on a social channel...

Content Distribution Model

Content Hosting Channels

• YouTube for video • Flickr for images • Visual.ly for infographics • Scribd for PDFs • SlideShare for PPTs

Hub • Monash Website • Blogs

Content Distribution Channels

• Facebook for branding and discussion • Twitter for news and events • Paper.li for Twitter lists • Storify for #hastags

• LinkedIn for branding, news and events • Google+ for branding and discussion

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Social media works on the same reach and frequency principals as traditional media in order to be effective...

Social media posts are similar to editorial content for traditional media, like a newspaper. Using a platform like Hootsuite, you can schedule posts across multiple platforms either individually or in bulk, and can view the publishing schedule to measure frequency.

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“Trolls” are unfortunately everywhere, but there are correct ways to deal with them…

Often the best method is to use a combination of methodologies. The most powerful responses are the Human Voice* methods, as social media is about dealing with people as people, not as a company or business entity. Always remember that your reply, though posted to an individual, acts as a response for your entire audience. *Graph is by Laurel Papworth (Silkcharm), sourced from her Diagram set on Flickr.

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Social Media has transformed businesses from “untouchable entities” to “tangible people”…

If Monash University was a person…

How old would they

be?

What would they look like?

Who would they be friends with?

What would they

be interested

in?

Audience Profile Branding Content & Posts Lists & Followers

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How should we create content? •  External Content Providers •  Internal Content Providers

Production quality with social media content is essential to engagement…

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External Providers •  Digital production and creative agencies, like BMF, specialise in

creating stylised digital content for niche audiences •  They offer a higher quality end product across a range of digital

mediums •  The OMC Brand Team have lists of recommended providers

across various media and provide advice on provider enquiries for Monash University

Social Media Sites •  Visual.ly, specialising in infographic and motiongraphic content,

promotes designers for hire via a section in the website called ‘Marketplace’

•  Freelancer.com.au is a social media network site that connects business with freelancers who specialise in a wide variety of fields, including graphic design and content production

But let’s not forget our most important resource – our students and staff…

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Monash Staff • Influencers, media representatives • Key benefit for Staff: • Provides and opportunity to increase their their profiles both internally and externally, champion the university and themselves as world leaders in their fields.

• Key benefit for Monash: • Building our reputation globally and attracting like leaders to the university.

Monash Students • Photographers, videographers, talent, internships • Key benefit for students: • Provides work experience, an opportunity to build a folio of work for future employment and gain global exposure.

• Key benefit for Monash: • We will be promoting our students (product) and building our global reputation.

Monash Alumni • Influencers, guest speakers, lecturers • Key benefit for Alumni: • Provides an opportunity to increase their networks and personal profile as a leader in their field to a global audience.

• Key benefit for Monash: • We will be promoting our alumni (product) and building our global reputation.