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Social Media Alchemy: A Plan To Turn Content into Social Gold
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Social Media Alchemy: A Plan To Turn Content into Social Gold


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Presentation at ASBPE on 7/25/2014 on Social Media Plan with Editorial Calendar Example.

Presentation at ASBPE on 7/25/2014 on Social Media Plan with Editorial Calendar Example.

Published in: Marketing

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  • 1. Social Media Alchemy ! a plan to turn content into social gold! Andy Swindler 5/25/14 Andy Swindler! President, Astek President John Armstrong! Account Director, Astek
  • 2. Purpose of Social Media !  Relevant !  Educational !  Compelling !  Entertaining To be… for the reader. HOW
  • 3. Purpose of Social Media !  Reach !  Engage !  Nurture !  Activate To… customers for the business. WHY
  • 4. A Social Media Program !   What are the problems your customers are trying to solve? !   What does your customer need most? !   Where in the lead funnel are they? !   What technologies are they using to find you? !   How are people using your content? !   What are the demographics? Build your customer personas… WHO
  • 5. A Social Media Program !   Where is your audience? !   Which personas are on that channel? !   What do they need/want? !   Does this channel… Build your channel strategy !   Reach? !   Engage? !   Nurture? !   Activate? WHERE
  • 6. A Social Media Program !   Create consistency !   Organize resources !   Have a high view of key topics !   Help generate ideas !   Visualize your marketing strategy !   Act as a communication tool for team members !   Be a tool to make strategy changes easier Now create a plan that will…
  • 7. Editorial Calendar! It’s the lynchpin to your entire content strategy… a plan for resources, curation, creation, collaboration and promotion.
  • 8. Editorial Calendar! !   Quarterly goals !   Selling cycles !   Seasons !   Holidays !   Events !   Product Launches !   Deadlines !   Company goals and benchmarks !   Metrics / KPIs Annual View:
  • 9. Editorial Calendar! !   Titles / Descriptions !   Content Type (case studies, white paper) !   Producer / Author !   Editor !   Distribution Channel (social, email, ads) !   Promotion Campaign !   Metrics !   Keywords !   Images Monthly View:
  • 10. From Calendar to Creation Make free content with social media top of mind !   Imagery, infographics (visual platforms) !   Short form articles (blogs) !   Long form (lead capture) !   Segmented long form (blog series, e-book) !   Interviews, guest authors (all) !   Presentations (Slideshare) !   Podcast, video, animation (all) !   Carrots (lead gen platforms) Think about content as a process (tweets, photos, videos, articles, infographics, interviews, etc), not just the final product.
  • 11. SIX Social Platforms" SIX Takeaways
  • 12. LinkedIn Create a group for your niche content!
  • 13. Twitter It’s hard. Climb at your own risk, but the views are great. Be purposeful, be patient and use Twitter “lists.”
  • 14. Facebook Have a strategy: Contests, creative campaigns or Pay 2 Play… An average of 6% of posts are seen by fans.
  • 15. Google+ Beautiful platform, powerful “Communities”
  • 16. SlideShare Repurpose content and get found.
  • 17. DIY Social Platform Build your own social platform on a website. (e.g.
  • 18. Thank You!