Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur,Sarah McCaffrey, and Ben Meyer

Content

AuditCalendarDevelopmentAmplificationMeasurementStrategy

Entre 528Content Marketing and Social

Media for ManagersLAZURITE

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

Content Audit

Team Skills and Expertise

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

Sarah McCaffrey

Executive VP, Communications

Strategic oversight, inevitable micromanagement, individual contributions

Blogging, Slideshare, Facebook, Twitter, Instagram

Maggie Halter

Point of Contact, Community

Customer service, managing inquiries, individual contributions

Email, Blogging, Facebook, Twitter

Steve Adams

Subject Matter Expert 1, Operations

Creative oversight, content planning, individual contributions

Blogging, Slideshare, Facebook, Twitter, Instagram

Sat Kaur

SME 2, Operations

Content calendar management, publishing, individual contributions

Blogging, Slideshare, Facebook, Twitter, Instagram

Pritam Das

SME 3, Audio/Visual

Photography, videography, interviews, individual contributions

Blogging, YouTube, Instagram, Facebook, Twitter

Ben Meyer

SME 4, Marketing

Content marketing, social channel oversight, individual contributions

Blogging, YouTube, Instagram, Facebook, Twitter

Editorial Calendar

• Three posts per week• Posts contributed by entire team in rotation• Evergreen posts Monday/Wednesday followed by a “How

to Help” call to action each Friday• All posts published between 9:00 and 10:00 a.m. on

scheduled day

Stock

Flow

Stock

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

Editorial Calendar

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

• Unscheduled, casual contributions to social media pages by entire team

• Links and images to prompt engagement on Facebook, retweets and responses on Twitter

• Cross-posting between accounts

Content Development

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

Content Development

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

• Maintained editorial calendar closely• Blog posts split evenly• Adjustments made as necessary

between team members without altering posting schedule

• Consistent posting schedule for blog visitors

• Flexibility to avoid burnout for new contributors

• Facebook, Twitter, Slideshare, YouTube, Google+

Content Amplification

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

• Owned social channels referred and linked to each other whenever possible

• Consistent use of logo, URLs, and WordPress link in profiles

Content Amplification

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

• For a brand new web presence, amplification relies on inserting the organization into larger conversation

• Interaction with local and regional nonprofits to put their eyes on our efforts

Measurement

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

Difficult to derive insights from short-term project; nature of search means new blogs are almost invisible

• Demographics

• Online time of fans

• Total Reach

Measurement

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

Conclusion

LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer

• Permanently eradicated hunger in King County...

• Room for concerted team effort in amplification strategy

• Self-promotion versus abrasiveness• Momentum and continuity• Consistent voice across channels and

contributors• High quality content• Maturity of the blog, or the amount

of time established, would make the foremost difference

Questions?