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Social Storytelling: Creating and Curating Content Strategies That Work
 

Social Storytelling: Creating and Curating Content Strategies That Work

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    Social Storytelling: Creating and Curating Content Strategies That Work Social Storytelling: Creating and Curating Content Strategies That Work Presentation Transcript

    • February 17, 2012Social StorytellingCreating and Curating Content Strategies That Work© 2010 Critical Mass, Inc. All Rights Reserved
    • We are Critical Mass.© 2010 Critical Mass, Inc. All Rights Reserved 2
    • Toronto Calgary Chicago London Los Angeles New York Costa Rica Nashville We currently Since 1995, we ve helped the world s leading companies create have over 700 We are majority owned by Omnicom Group Inc., one of the best-in-class digital experiences that bring together creative employees largest marketing services holding companies for advertising and thinking, smart ideas, and emerging technologies to engage customers across " marketing agencies. (www.omnicomgroup.com) and drive business results. 8 offices globally. 3 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 3
    • Our clients 4 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 4
    • In the end, it s all about the work… Extraordinary " Experiences. 5 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 5
    • Overview #SMWcontentstrat1.  Why Content Marketing?2.  What Must It Do?3.  The Process +4.  Tools5.  Q&A + CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 6
    • #SMWcontentstrat Social Media Content Strategy WHY? BECAUSE IT WORKS CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 7
    • Buzzword Alert: Content Marketing #SMWcontentstratAll marketing is storytelling. From the earliest days of bartering, merchantsadded value to products by sharing the stories of the materials, the journeythey took to market and the work and craftsmanship that went into theirproduction. + + CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved Photo Credit: Claire Rowland via Fllickr. Used under Creative Commons License. 8
    • Content Adds Value #SMWcontentstrat Forrester Research: + Percentage of corporate We …can drive significant marketing budgets currently improvements in customer experiences. How? By putting more emphasis on dedicated to some type of using content to help customers – content marketing activity: whether it is providing relevant + information when customers buy a 25% 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: ContentWise, Get Content, Get Customers. Source: Forrester Research: Use Persuasive Content To Improve The Customer Experience. CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 9
    • #SMWcontentstrat Social Media Content Strategy WHAT MUST IT DO? CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 10
    • 1. Align to Your Business and Consumer #SMWcontentstrat + Brand Personality + Marketing Consumer Objectives Interests Social Content Strategy CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 11
    • 2. Respect the Forms #SMWcontentstrat Tone/Voice (How) Adapting the brand voice to a consumer-based environment. Tone/ Voice Audience (Who) Tailor content to the target audience. + Results Audience Channel (Where) Social Understand the channel where the Content content will live. (What) Time (When) + Time and day the content will be posted. Time Channel Results (Why) Measure the effectiveness of the content. CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 12
    • 3. Encompass Variety #SMWcontentstratSocial content is not just about messaging or Facebook posts, butassets and applications as well. Social Content Content Feed Social Embedded Messaging Assets Applications Applications Applications Applications Marketing/ Video Polls YouTube Extensions Widgets Promotions Ratings & Lifestyle Photo Quizzes Twitter Facebook Events Reviews Product Video Player RSS Refer 3rd Party Links Livestream Gifts/Badges CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 13
    • 4. Understand Your Business Strengths #SMWcontentstratJournalism • Breaking NewsCPG • Lifestyle • Customer Service IntakeConsumer Services • Demystify the Buying Process • Customer AccountabilityB2B • Expertise Exchange • Social CRMFoundation / Healthcare • Viral awareness • Increased supportGovernment • Transparency • Advocacy© 2010 Critical Mass, Inc. All Rights Reserved 14
    • 5. Tie It All Together #SMWcontentstratContent Theme:All content created in socialmust ladder up to theoverarching theme created bythe brand and marketingobjective. Content Bucket:Buckets align to both theconsumer and brand. Thesebuckets establish a pillar ofcontent.Topics:A more detailed look at thebuckets. CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 15
    • 6. Leverage Multiple Skillsets #SMWcontentstrat • Research • Planning Strategy • Copywriting • Photography Creative • Video production + • Customer feedback • Blogger outreach PR • Keyword selection + • Search engine friendly design SEO • Social media monitoring • Site analytics data Analysis CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 16
    • #SMWcontentstrat Social Media Content Strategy THE PROCESS CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 17
    • The Six-Step Social Content Process #SMWcontentstrat 6 1 Evolve Research 5 Measure Evaluate 2 Create Align 4 3 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 18
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 attitudesTools:·  Marketing and insights briefs·  Existing customer research·  Social media monitoring CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 19
    • Example #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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. CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 20
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 21
    • Example #SMWcontentstrat Research Evaluate Align Create Measure Evolve The Conscious Indulger – 80% The Power Mom – 20%·  Female 20-35, urban/suburban dweller, ·  Female 30-45, urban/suburban dweller, no children in the home, HHI $50K+ children in the home, HHI $100K+·  Loves ice cream but eats it in moderation ·  Buys ice cream regularly as part of family out of concern for her health and figure meals, but only serves it as a special treat·  Wants to know that when she s indulging, ·  Wants to know that processing is kept to she s supporting a company that uses a minimum fresh, local ingredients whenever possible ·  Willing to pay extra for quality food·  Willing to pay extra for quality food ·  Little time for social networks during the·  Heavy mobile user, accesses social day, accesses from desktop in her networks throughout the day downtime·  Trusts recommendations from friends, ·  Trusts recommendations from friends, trusted food bloggers parenting resources and magazines·  Heavy reader of food magazines, recipe ·  Heavy reader of lifestyle and home sites, uses Pinterest to get and share magazines, uses Facebook to connect recipes and catch up CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 22
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve·  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 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 23
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure EvolveThe Conscious Indulger The Power Mom·  Uses Twitter and Pinterest to discover ·  Uses Facebook to keep up with children, content, Google Reader to follow blogs friends and family and to get updates from and Facebook to talk to friends RealSimple, Martha Stewart, Smart·  Frequently comments on blog posts and Parenting and other lifestyle/parenting shares posts, recipes, articles to her social brands networks ·  Brand opportunity: Catch her during·  Brand opportunity: Surround her her downtime and drive her in-store where she lives ·  Create a Facebook brand page to·  Align with influential bloggers connect with advocates first ·  Create Pinterest boards ·  Split content between lifestyle and focusing on benefits of quality ingredients·  Open a Twitter feed, integrate with her network ·  Seek partnerships with current content·  Optimize site content for mobile providers – sponsored stories, images, campaigns ·  Update multiple times of day ·  Time for pre-grocery shop and later in the evening CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 24
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 25
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve The Conscious Indulger The Power Mom·  Creative concept: Perfect Pairings ·  Creative concept: Perfect Pairings ·  Align with her trusted food bloggers – ·  Use Facebook feed to push recipe curate best-of dessert recipe posts, and photo content from blogger with suggested à la mode pairings outreach program – afternoon, pre-·  Champion a cause outside the shopping hours product to support and tie to the ·  Curate content about the benefits of creative concept, e.g. Free Range foods with low-processed, natural Dairy Farming: What pairs perfectly ingredients and post to Facebook in with dessert? Grass and sunshine. the evening hours·  Share images focusing on local ·  Scrape preferred content providers farmers / small batch production for brand mentions and repost to·  Incorporate user response and Facebook evolve the content accordingly CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 26
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 27
    • Example #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 28
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 29
    • Social Content Process #SMWcontentstrat Research Evaluate Align Create Measure Evolve ·  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 CM© 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 30
    • #SMWcontentstrat Social Media Content Strategy TOOLS CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 31
    • Planning #SMWcontentstratEditorial calendars:Date/Time: Date & Time post will be published. BU/LOB Alignment: Where did the post come from?Social Channel: Facebook? Twitter? YouTube? Content Category: Identify the content theme of thePost Subject: What is the post about? post.Link: Supporting Reserved already shortened. link Post Copy: The post itself.© 2010 Critical Mass, Inc. All Rights 32
    • Research & Planning #SMWcontentstratMarketing Info Providers: Free Paid•  White papers •  Original research•  Third-party reporting •  Full-length, detailed reports•  Webinars •  Analyst relationships © 2010 Critical Mass, Inc. All Rights Reserved 33
    • Scheduling & Approval #SMWcontentstrat Publishing platforms: Free Paid•  Multiple authors •  Multiple authors•  Multiple accounts •  Approver logins•  Twitter and Facebook •  White label posting to multiple platforms•  Light reporting •  Medium to Heavy reporting © 2010 Critical Mass, Inc. All Rights Reserved 34
    • Analysis & Optimization #SMWcontentstratSocial media monitoring: Free Paid•  Track clickthrough on links •  Brand, industry and platform insights•  See follower countries •  Identify advocates and influencers•  Track buzz levels over time •  Track buzz levels over time © 2010 Critical Mass, Inc. All Rights Reserved 35
    • Analysis & Optimization #SMWcontentstratSite and CRM metrics: Free Paid•  Track incoming links from social •  Track links and conversions•  Track conversions from social •  Custom solutions•  Track bounce rate and time on site •  Track influencers from social to site © 2010 Critical Mass, Inc. All Rights Reserved 36
    • #SMWcontentstrat Social Media Content Strategy Q&A CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 37
    • #SMWcontentstratQ1: What s the hardest part ofcreating or curating new contentall the time? CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 38
    • #SMWcontentstratA1: The hardest part is remembering to I would say the hardest part is aligning consistently mix up sources, publications industry trends while meeting the needs of and media types to keep things fresh and the brand. Leveraging original content can interesting. This is where your Editorial be difficult when the content is out of date Calendar can really save the day. and doesn t relate to changing trends in the marketplace. I do think that a mix of both is - Alison F., Social Planner ideal – people tend to get bored with references to outside content and brands should keep consumers engaged by creating In my experience, the hardest part can be original content to show that they are active selling content through to the client. It can be as well as up to date with current trends. really disheartening to get your content - Amy G., Community Moderator rejected every time you try to do something different or more interesting. - Lauren L., Community Moderator CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 39
    • #SMWcontentstratQ2: What are your tips or tricksfor inspiration when you refeeling stuck? CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 40
    • #SMWcontentstratA2: When I feel stuck, I search out weird Check out some of your favorite blogs calendars that list strange days like Cook Blog Rolls and take a few minutes to find Bold and Spicy Day . I look for something some new authors for inspiration, and seasonal and fun to spark new ideas. uncover new places to get fresh perspectives. - Lauren L., Community Moderator 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 Set up Google Alerts and pull social media to your posts. monitoring insights at the industry, not the - Alison F., Social Planner brand level. Also use new channels to pull people in rather than pushing. - Heidi S., SVP Social Media CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 41
    • #SMWcontentstratQ3: Who do you think isconsistently producing high-quality social content? CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 42
    • #SMWcontentstratA3: The top brands that I think are creating I m a big fan of postsecret.com, a project great content are Perrier, Audi, Old Spice, that s gone from the streets to the web, to Levis (and most clothing retailers) Redbull, print, to mobile and back again. MTV and Starbucks. A newer kid on the block that I m really liking - Leif F., Social Planner 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 Companies that can embrace low-fi content follow new tastemakers. like flip cam videos of the the CEO, man on the - Catherine C., Social Planning Director street interviews, photos, infographics. Some examples include Ford and Hyundai. - Heidi S., SVP Social Media CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 43
    • #SMWcontentstratQ4: What are the tools andprocesses you couldn t workwithout? CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 44
    • #SMWcontentstratA4: Tools that let you post at a specific time, I couldn t do my job without Editorial targeted at specific geographical regions are Calendars, close integrations with creative essential for keeping a community happy with and event teams, close relations with my posts that come when they re needed and clients, measurement tools, mobile devices only to those that need them. and traditional media partnerships. - Lauren L., Community Moderator - Leif F., Social Planner I am an organizational nut case so the Ed Cal Editorial calendar content buckets! It s sois a must as well as weekly team meetings to important to have a voice and a clear vision ofgo over deliverables and talk through updates topics that are trend-worthy, sharable andand expectations. meet business and brand objectives. - Amy G., Community Moderator - Alison F., Social Planner CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 45
    • #SMWcontentstratQ5: How do you evaluate whethera piece of content resonated ornot? CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 46
    • #SMWcontentstratA5: The usual metrics like Facebook Insights, Analytics. Make sure to always use links Engagement, Lift, Reach etc. But also, social you can track and find out how users are media monitoring tools to track general buzz accessing your content. Bit.ly and free tools levels and to watch secondary networks like Hootsuite make it so easy that there s sharing activity. no excuse to skip it. And on every platform, this includes Facebook. - Heidi S., SVP Social Media Track how posts work by content type, platform, etc. Who s commenting on it? Traditional social metrics like shares, likes, re- What s being said? The more you know, the tweets, etc. But I also feel like the best better decisions you can make about future content, like a great idea or product, creates its content. own cultural identity. - Alison F., Social Planner - Catherine C., Social Planning Director CM © 2010 Critical Mass, Inc. Critical Mass Inc.. © 2012 All Rights Reserved 47
    • Thank You© 2010 Critical Mass, Inc. All Rights Reserved