social media: make it work for you
DESCRIPTION
Defining the value of content in social media marketing and outlining the steps required to prepare a content strategy and plan.TRANSCRIPT
Make social media work for youJudi [email protected]@chieflemonhead
Red Cross Training Partner ConferenceFour Points by Sheraton, Toronto Airport
Thursday, May 8, 2014
Ice breaker
Content Social platform v. content platform Understanding the right content Content calendar Exercise Recap
Social platform v. Content platform
They’re not all social platformsA social platform is an online network of people sharing ideas; it’s built for conversation.
Communities are formed based on shared values, beliefs and passions.
A content platform can include social elements, but is focused on digital content creation, curation and distribution:
Blog.Video.Photo.
Without content, what are you talking about in your social network conversations?
The right content?
What’s your objective? Awareness Community growth Data collection Sales Loyalty/Advocacy
Describe your current audience Conduct a social audit to better understand your
current audience Demographics: age, gender, geography Psychographics: broad interests, hobbies Ethnographics: favourite brands, life goals, aspiration
What connects them to each other? What connects them to you?
Which social platforms does your audience use?
Facebook Twitter Linkedin Pinterest Instagram Google+ Foursquare
How does your audience use social networks?
Creators Publishers of original content
Critics Comment and rate content, product, service
Curators Organize content for themselves and others
Joiners Create and connect via social platforms
Spectators Watch, read and doesn’t engage
What are your 3 key messages?
Measure. Measure. Measure. Awareness Reach Community Growth Engagement Drive-to-web Conversion: non-sale Sales
How to measure? Awareness, reach, community growth
Facebook insights Monthly follower count Tweetstats
Engagement Facebook insights: like/comment/engagement Hootsuite (twitter report) Review of comments and shares
Drive-to-web and conversion: non-sale Google Analytics: social source Unique URL shortener
That’s a lot of work!
How to organize… Plan a monthly content/editorial calendar Identify content
Topics/Themes Titles URL
Select social networks Fully script posts to be pre-scheduled
Hootsuite or Tweetdeck Pre-schedule in Facebook
Exercise
In short…
Step-by-step: Optimize your social Establish your business plan
Objectives and goals Key messages Metrics
Understand your audience Social audit Community thread Platforms
Outline your content calendar Execute Measure
Content answers questions.Content tells a story – verbally or visually.Content entertains.Content educates.
What does your content do?
Questions
Make social media work for youJudi [email protected]@chieflemonhead
Red Cross Training Partner ConferenceFour Points by Sheraton, Toronto Airport
Thursday, May 8, 2014