social storytelling: creating and curating content strategies that work

© 2010 Critical Mass, Inc. All Rights Reserved

Social Storytelling Creating and Curating Content Strategies That Work

February 17, 2012

2 © 2010 Critical Mass, Inc. All Rights Reserved

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Overview

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1.  Why Content Marketing? 2.  What Must It Do? 3.  The Process 4.  Tools 5.  Q&A


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WHY? BECAUSE IT WORKS Social Media Content Strategy


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Buzzword Alert: “Content Marketing”

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All marketing is storytelling. From the earliest days of bartering, merchants added value to products by sharing the stories of the materials, the journey they took to market and the work and craftsmanship that went into their production.


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Photo Credit: Claire Rowland via Fllickr. Used under Creative Commons License.


Content Adds Value

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Source: ContentWise, Get Content, Get Customers.

Percentage of corporate marketing budgets currently dedicated to some type of content marketing activity:

25%

Forrester Research: We “…can drive significant improvements in customer experiences. How? By putting more emphasis on using content to help customers – whether it is providing relevant information when customers buy a product or delivering easy-to-use & understandable content for customer self-service Websites – rather than simply focusing on how to create, manage, & search for content.”

Source: Forrester Research: Use Persuasive Content To Improve The Customer Experience.


WHAT MUST IT DO? Social Media Content Strategy


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1. Align to Your Business and Consumer

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Brand Personality

Consumer Interests

Marketing Objectives

Social Content Strategy


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Social Content

(What)

Tone/Voice

Audience

Channel Time

Results

2. Respect the Forms

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Tone/Voice (How) Adapting the brand voice to a consumer-based environment. Audience (Who) Tailor content to the target audience. Channel (Where) Understand the channel where the content will live. Time (When) Time and day the content will be posted. Results (Why) Measure the effectiveness of the content.


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3. Encompass Variety

Social content is not just about messaging or Facebook posts, but assets and applications as well.

Messaging Assets Content

Applications Feed

Applications Social

Applications Embedded Applications

Marketing/Promotions

Lifestyle

Product

3rd Party Links

Video

Photo

Polls

Quizzes

Video Player

Livestream

Gifts/Badges

YouTube

Twitter

RSS

Extensions

Facebook Events

Refer

Widgets

Social Content


Ratings & Reviews

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4. Understand Your Business’ Strengths

Journalism • Breaking News

CPG • Lifestyle • Customer Service Intake

Consumer Services • Demystify the Buying Process • Customer Accountability

B2B • Expertise Exchange • Social CRM

Foundation / Healthcare • Viral awareness • Increased support

Government • Transparency • Advocacy

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5. Tie It All Together

Content Theme: All content created in social must ladder up to the overarching theme created by the brand and marketing objective. Content Bucket: Buckets align to both the consumer and brand. These buckets establish a pillar of content. Topics: A more detailed look at the buckets.


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6. Leverage Multiple Skillsets

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Strategy

• Research • Planning

Creative

• Copywriting • Photography • Video production

PR • Customer feedback • Blogger outreach

SEO • Keyword selection • Search engine friendly design

Analysis

• Social media monitoring • Site analytics data


THE PROCESS Social Media Content Strategy


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The Six-Step Social Content Process

Research

Evaluate

Align Create

Measure

Evolve

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Social Content Process

·  Understand the brand’s marketing objectives ·  Identify the demographic that the brand most wishes to speak to

·  Consumer demos: Age, gender, occupation, household income, family status, geography, etc

·  B2B demos: Industry type, job title, annual sales, number of employees ·  Psychographics: Attitude toward category, brand, and product, Desire for status,

ethical stances, risk levels, spending habits, overall attitudes

Tools: ·  Marketing and insights briefs ·  Existing customer research ·  Social media monitoring

Research Evaluate Align Create Measure Evolve


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Example

·  Client profile: A small batch producer of high-end ice cream that is sold in most grocery stores. Research shows that people love the taste, appreciate the quality and become advocates with regular exposure, but a higher price point keeps a large percentage of their potential audience from trying the product.

·  Brand objective: Use social media to activate advocates and introduce non-buyers to the brand’s benefits. Increase affinity and loyalty among advocates and get into consideration set for non-buyers.

·  Target market: Canadian women 20-45, $50K+ income, head of household, primary grocery shopper.

Research Evaluate Align Create Measure Evolve


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·  Create detailed demographic and behavioural personas of representative community members ·  Where do they spend the most time online?

·  When are they most often online and looking for this type of information? ·  What screens do they most often use and how much time do they devote to this

subject? ·  What information do they need before making a purchase decision? ·  How do they prefer to get that information? ·  What opportunity does each profile represent? How much weight should be given to

one or the other? ·  What content do they already love to read, view, interact with and share?

Tools: ·  Social media monitoring tools ·  3rd party market research providers

Evaluate Research Align Create Measure Evolve


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Example

The Conscious Indulger – 80% ·  Female 20-35, urban/suburban dweller,

no children in the home, HHI $50K+ ·  Loves ice cream but eats it in moderation

out of concern for her health and figure ·  Wants to know that when she’s indulging,

she’s supporting a company that uses fresh, local ingredients whenever possible

·  Willing to pay extra for quality food ·  Heavy mobile user, accesses social

networks throughout the day ·  Trusts recommendations from friends,

trusted food bloggers ·  Heavy reader of food magazines, recipe

sites, uses Pinterest to get and share recipes

Evaluate Research Align Create Measure Evolve


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The Power Mom – 20% ·  Female 30-45, urban/suburban dweller,

children in the home, HHI $100K+ ·  Buys ice cream regularly as part of family

meals, but only serves it as a special treat ·  Wants to know that processing is kept to

a minimum ·  Willing to pay extra for quality food ·  Little time for social networks during the

day, accesses from desktop in her downtime

·  Trusts recommendations from friends, parenting resources and magazines

·  Heavy reader of lifestyle and home magazines, uses Facebook to connect and catch up



·  Use personas to determine appropriate channels and content styles for the audience(s) ·  Which media do they use and trust the most?

·  What behaviours and conversations are our targets already engaging in that the brand can become a part of?

·  How often does the consumer want to hear from us? ·  What general area of content does the brand have to share with the social audience? ·  What kind of expertise/information can the brand offer the consumer? ·  What type of content from others can the brand leverage?

Tools: ·  Social media monitoring tools ·  Editorial calendars

Align Research Evaluate Create Measure Evolve


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Align Research Evaluate Create Measure Evolve


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The Conscious Indulger ·  Uses Twitter and Pinterest to discover

content, Google Reader to follow blogs and Facebook to talk to friends

·  Frequently comments on blog posts and shares posts, recipes, articles to her social networks

·  Brand opportunity: Surround her where she lives

·  Align with influential bloggers ·  Create Pinterest boards ·  Open a Twitter feed, integrate with her

network ·  Optimize site content for mobile ·  Update multiple times of day

The Power Mom ·  Uses Facebook to keep up with children,

friends and family and to get updates from RealSimple, Martha Stewart, Smart Parenting and other lifestyle/parenting brands

·  Brand opportunity: Catch her during her downtime and drive her in-store

·  Create a Facebook brand page to connect with advocates first

·  Split content between lifestyle and focusing on benefits of quality ingredients

·  Seek partnerships with current content providers – sponsored stories, images, campaigns

·  Time for pre-grocery shop and later in the evening



·  Create or obtain the social content. Post the social content on appropriate channels. ·  How can we integrate content so we can speak to multiple audiences in a way that

isn’t disconnected? ·  What can the brand have fun with that isn’t a disconnect? ·  What sensitive topics can the brand take advantage of to engage discussion? ·  What sensitive topics should the brand stay away from? ·  Who in brand connects with customers most naturally? How can the brand leverage

that person? ·  What is the audience’s capacity to consume content? ·  How does this content impact the consumer and create value?

Tools: ·  Publishing / scheduling platform ·  Editorial calendars

Create Research Evaluate Align Measure Evolve


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Create Research Evaluate Align Measure Evolve


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The Conscious Indulger ·  Creative concept: “Perfect Pairings” ·  Align with her trusted food bloggers –

curate best-of dessert recipe posts, with suggested à la mode pairings

·  Champion a cause outside the product to support and tie to the creative concept, e.g. Free Range Dairy Farming: “What pairs perfectly with dessert? Grass and sunshine.”

·  Share images focusing on local farmers / small batch production

·  Incorporate user response and evolve the content accordingly

The Power Mom ·  Creative concept: “Perfect Pairings” ·  Use Facebook feed to push recipe

and photo content from blogger outreach program – afternoon, pre-shopping hours

·  Curate content about the benefits of foods with low-processed, natural ingredients and post to Facebook in the evening hours

·  Scrape preferred content providers for brand mentions and repost to Facebook



·  Record the impact of the content and optimize to strategic goals and ensure best possible reach and engagement. ·  Are goals aligned to business objectives?

·  Are we counting the right metrics? ·  Can we connect social referrals to site metrics for a bigger picture? ·  Are we seeing sustained growth? ·  Is engagement translating into action?

Tools: ·  Social Monitoring Tools ·  Site Analytics

Measure Research Evaluate Align Create Evolve


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Example

·  Facebook insights reveal that the program is succeeding at reaching Power Moms segment, but that a larger portion than anticipated of the Conscious Indulger group is also tuning in through that channel

·  Site analytics reveal that majority of referrals from Facebook end up browsing product pages and referrals from Pinterest spend most time on “About Us”

·  Partner bloggers report increased comments when posts focus on social cause content over recipe content

Measure Research Evaluate Align Create Evolve


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·  Analyze the impact of the content. Adapt and create new content that can be more effective. ·  What works best to increase traffic, likes, comments or content engagement?

·  What days and times are we seeing the most action? ·  How does the audience react to changes and tweaks? ·  Is the audience asking for something we aren’t providing? ·  Which influencers are driving visibility and how can they be supported? ·  Which influencers should be targeted and how can they be reached?

Tools: ·  Editorial calendar ·  Analysis report ·  Social media monitoring tools

Evolve Research Evaluate Align Create Measure


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·  Facebook findings: ·  Switch up the content mix on Facebook to appeal to both groups in an 80/20 split ·  Request community content intake via that channel – repurpose to Pinterest, blogger

outreach to reflect the community’s interests in a holistic way ·  Use reactions from the community to determine preference

·  Site analytics findings: ·  Focus Facebook content on beauty shots of product, new flavour announcements,

favourite flavour polls, and consider offering a coupon tab to drive users in-store ·  Create a Pinterest board for “our people”, showing inside look at plant operations

and profiles of the people who make the product

·  Blogger findings: ·  Arrange visits to local farms and plant for key bloggers

Evolve Research Evaluate Align Create Measure


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TOOLS Social Media Content Strategy

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Planning

Date/Time: Date & Time post will be published. Social Channel: Facebook? Twitter? YouTube?

Post Subject: What is the post about?

Link: Supporting link already shortened.

BU/LOB Alignment: Where did the post come from? Content Category: Identify the content theme of the post. Post Copy: The post itself.

Editorial calendars:

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Research & Planning

Marketing Info Providers:

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•  Original research •  Full-length, detailed reports •  Analyst relationships

Free Paid

•  White papers •  Third-party reporting •  Webinars


Scheduling & Approval

Publishing platforms:

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•  Multiple authors •  Approver logins •  White label posting to multiple platforms •  Medium to Heavy reporting

Free Paid

•  Multiple authors •  Multiple accounts •  Twitter and Facebook •  Light reporting


Analysis & Optimization

Social media monitoring:

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•  Brand, industry and platform insights •  Identify advocates and influencers •  Track buzz levels over time

Free Paid

•  Track clickthrough on links •  See follower countries •  Track buzz levels over time


Analysis & Optimization

Site and CRM metrics:

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•  Track incoming links from social •  Track conversions from social •  Track bounce rate and time on site

Free Paid

•  Track links and conversions •  Custom solutions •  Track influencers from social to site


Q&A Social Media Content Strategy


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Q1: What’s the hardest part of creating or curating new content all the time?


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A1:


“I would say the hardest part is aligning industry trends while meeting the needs of the brand. Leveraging original content can be difficult when the content is out of date and doesn’t relate to changing trends in the marketplace. I do think that a mix of both is ideal – people tend to get bored with references to outside content and brands should keep consumers engaged by creating original content to show that they are active as well as up to date with current trends.” - Amy G., Community Moderator

“The hardest part is remembering to consistently mix up sources, publications and media types to keep things fresh and interesting. This is where your Editorial Calendar can really save the day.” - Alison F., Social Planner

“In my experience, the hardest part can be selling content through to the client. It can be really disheartening to get your content rejected every time you try to do something different or more interesting.” - Lauren L., Community Moderator

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Q2: What are your tips or tricks for inspiration when you’re feeling stuck?


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A2:


“Check out some of your favorite blogs’ Blog Rolls and take a few minutes to find some new authors for inspiration, and uncover new places to get fresh perspectives. Don’t constantly link to other sources, and if you do, add your own point of view, thoughts and feedback to add differentiation and value to your posts.” - Alison F., Social Planner

“When I feel stuck, I search out weird calendars that list strange days like ‘Cook Bold and Spicy Day’. I look for something seasonal and fun to spark new ideas.” - Lauren L., Community Moderator

“Set up Google Alerts and pull social media monitoring insights at the industry, not the brand level. Also use new channels to pull people in rather than pushing.” - Heidi S., SVP Social Media

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Q3: Who do you think is consistently producing high-quality social content?


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A3:


“I’m a big fan of postsecret.com, a project that’s gone from the streets to the web, to print, to mobile and back again. A newer kid on the block that I’m really liking is svpply.com, which uses your social network to create deeper connections with your friends by creating and sharing curated shopping bags. It’s defining and letting you follow new tastemakers.” - Catherine C., Social Planning Director

“The top brands that I think are creating great content are Perrier, Audi, Old Spice, Levis (and most clothing retailers) Redbull, MTV and Starbucks.” - Leif F., Social Planner

“Companies that can embrace low-fi content like flip cam videos of the the CEO, man on the street interviews, photos, infographics. Some examples include Ford and Hyundai.” - Heidi S., SVP Social Media

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Q4: What are the tools and processes you couldn’t work without?


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A4:


“I couldn’t do my job without Editorial Calendars, close integrations with creative and event teams, close relations with my clients, measurement tools, mobile devices and traditional media partnerships.” - Leif F., Social Planner

“Editorial calendar content buckets! It’s so important to have a voice and a clear vision of topics that are trend-worthy, sharable and meet business and brand objectives.” - Alison F., Social Planner

“Tools that let you post at a specific time, targeted at specific geographical regions are essential for keeping a community happy with posts that come when they’re needed and only to those that need them.” - Lauren L., Community Moderator

“I am an organizational nut case so the Ed Cal is a must as well as weekly team meetings to go over deliverables and talk through updates and expectations.” - Amy G., Community Moderator

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Q5: How do you evaluate whether a piece of content resonated or not?


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A5:


“Analytics. Make sure to always use links you can track and find out how users are accessing your content. Bit.ly and free tools like Hootsuite make it so easy that there’s no excuse to skip it. And on every platform, this includes Facebook. Track how posts work by content type, platform, etc. Who’s commenting on it? What’s being said? The more you know, the better decisions you can make about future content.” - Alison F., Social Planner

“The usual metrics like Facebook Insights, Engagement, Lift, Reach etc. But also, social media monitoring tools to track general buzz levels and to watch secondary networks sharing activity.” - Heidi S., SVP Social Media

“Traditional social metrics like shares, likes, re-tweets, etc. But I also feel like the best content, like a great idea or product, creates its own cultural identity.” - Catherine C., Social Planning Director

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social storytelling: creating and curating content strategies that work

Technology

critical mass

persuasive content

smwcontentstratsocial

content bucket

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