The Good, The Bad and The Ugly was presented at Engage 2015, Prague. How do you evaluate the quality of your social media content? What criteria can you put against the content to see if it is working effectively for your brand? This presentation defines 52 criteria to evaluate your content against and applies it to 2 case studies. Full report card is available via the blog http://notaboutaliens.blogspot.ae/ or by contacting Jill Saydam via LinkedIn.

1. BAD
UGLY
THE
THE
AND
THE
GOOD
How to identify and create content that works for your brand and audiences
Jill Saydam

2. Questions to ask yourself
• What is content marketing?
• What does the role of content marketing play in business?
• How do you define good content for Social Channels?
• What are the metrics you need to establish for your brand to know if
it is effective?
• How do you tailor content for each social channel to get the results
you are looking for?
• How do you begin to evaluate your existing content and plan for
future content creation?

3. What is content marketing?
“A marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable
customer action.“
The Content Marketing Institute

4. What is the role of content marketing in
business?
• Often the role of content marketing (and the social media manager) is
a support role – on-demand needs to support sales
• But content marketing should be considered a strategic partner that
can help gain important information, nimbly react to external events
that impact the business and keep the brand top of mind – in the way
it wants to be top of mind.
• Often the challenge is organizations are overwhelmed by knowing
what content to create and how to organize resources around getting
content.

5. Ways to Divide Up Content – Regardless of
Channel
• How-To Content
• Shareable Visuals
• Clever Curation and Crowd-Sourcing
• Behind-the-Scenes Brilliance
• A+ Brand-Building

6. This workshop will show you examples of:
Good Content - Content that is on brand, using social channels
effectively and are most likely moving business objectives forward with
social media
Bad Content – Effort is being made but in reality the effort is not
moving anything forward significantly
Ugly Content – Content that is hurting the brand – not helping it

7. Evaluation
Conversation Rate – The number of conversations per post.
On Facebook, Instagram, Google+ and LinkedIn, it’s comments. On
Twitter, it’s replies.
Amplification Rate – The number of re-shares, retweets or
tags per post.
Applause Rate – Retweets, Likes, +1s, etc.
Economic Value – The sum of short-term revenue, long-term
revenue, and cost savings
Avinash Kaushik’s four major social media metrics

8. Report Card – How To Use It
• Evaluate your brands in social to see if you are being as effective as
possible
• Evaluate other brands – steal from the best
• Pick and choose elements to focus on for the brand
• Use it to help you plan your content marketing strategy

9. USEFUL EDUCATIONAL INSIGHTFUL
TARGETED
INTEREST
HUMAN
BEHAVIOUR EMOTIONAL
ANSWERS MAKES ME LOOK
HOW I WANT TO
BE SEEN
CRED
FACTOR
SELF
EXPRESSION
PERSONALIZATION HUMOUR
WHAT’S IN IT FOR ME FACTOR

10. CONTEXT – I AM AN ISLAND FACTOR
GEOGRAPHIC
LOCATION RELEVANCE
TIMING
CONTEXT
SYNCRONICITY

11. CAMPFIRE FACTOR
IGNITES ATTRACTS FUEL
BONFIRE ADDING LOGS # STRATEGY

12. WHOA FACTOR
AWARENESS
FACTOR
ATTENTION
GETTING
STANDOUT
FACTOR

13. BUY-IN FACTOR
PREACHING TO THE
CONVERTED
SHARE FACTOR TIMING

14. ACTION
TRAFFIC DRIVER LOYALTY TIME LIMITED

15. QUALITY
FLOW BRAND VOICE BRAND TONE OPTIMIZED
CONTENT FIRST QUALITY/QUANTITY VARIETY LIFESTYLE CONTENT
EVERYGREEN IT ALL WORKS CREATIVE PARTNERSHIPS APPROPRIATE FOR CHANNEL

16. DOWN TO BUSINESS
SALES LEAD BUILDS INTEL ON
CUSTOMERS
1 BUSINESS GOAL
COST RESOURCES EFFICIENCY

26. The Bad Tips
• Is your content just a quick fix with no aim to build a community?
• Is your content bundled into only one channel or spread out across too many channels –
find the right balance for your brand.
• Same/same – don’t churn out the same style of content all the time – lists or just images
with the same old hashtag will eventually get tired – you are just preaching to the
converted over and over again which won’t gain you new customers.
• Time – are you always posting at the exact same time – you should be experimenting
with not only time of day but also day of week and month to see which content
resonates at which time – and then keep playing with that.
• Don’t toss around your hashtags – be strategic in your hashtags – they should be as
thought through as a headline or byline. Are they a trending hashtag? Are they localized
with the region? Are they consistent with your brand? Hashtags are content.
• Quality – don’t skimp on quality – particularly in images.

28. Chipotle.com
• Chipotle.com –key value “responsibly sourced food” “no GMO products” front
and centre.
• Useful – I can easily find what I might care about most – menu and location – and
then they surround it with content that articulates their values.
• And if I care about responsible farming – there is good chance I care about my
health – so they extend the content to nutrition – again – useful.
• But…They also don’t want to come across as too preachy and serious – so they
figured out how to have fun by creating a music and food festival that is in the US.
This creates a new treasure chest of content (bands, cooking demonstrations,
selfies)
• But mobile site a bit clunky – not well optimized for Mobile

35. https://vine.co/v/e7ZXY9Zhwa7

39. The Good Tips
• Know your audience
• Identify the “human interest” portion of your content.
• Is your content helping to build a community? Or is it a quick fix that has no hope of loyalty?
• If you build a community – are they are adding value? If so, then the entire value of that hub goes
up.
• Quality over quantity – quality means it is enriching the user experience in some way.
• Teaches something new, informs you of something new or provides an opinion.
• Content first. Marketing second.
• Change up your content style so it doesn’t get stale.
• Create rock solid evergreen content that can be utilized over and over – it’s efficient but also
makes the brand seem more grounded and less fly by night.
• Lifestyle content – don’t be afraid to go beyond your “product”. Use social to see what your
followers are interested in – try to find lifestyle content that matches those interests as tied to
your brand.

41. Pigalle Boston Restaurant

42. Amy’s Baking Company Boutique & Bistro

45. The Ugly Tips
• Don’t do it.

46. Q & A
Jill Saydam
Blog: http://notaboutaliens.blogspot.ae/
Portfolio: http://jillsaydam.format.com/
Twitter: @girlfrommars
Instagram: marsgirl66