Creating a Content Plan for Social Media Engagement in 5 Easy Steps

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Originally presented at the 2013 Content Marketing World conference in Cleveland, OH, Melissa Harrison, CEO at Allee, presents tactical information and templates for organizing your social media content in a way that makes keeping tabs on your comprehensive content marketing strategy a breeze.

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  • Now, maybe we’re not always out to change the world, but content doesn’t lie either. Your audience is way to smart to be fooled by marketing speak and robo-content. Be original. Be engaging.
  • AKA: Your brand voice…who are you going to be online? Does this jive with your overall brand voice and messaging? If it doesn’t, your audience is going to spot the lip syncing from a mile away.
  • You’re going to need to get out your business plans for this one—or at the very least, your marketing plan.Create a list of words that:You think describe your organizationYou think others use to describe your organizationYou want people to think about your organization Target Market and CompetitionWho is your target market?CurrentThe “perfect” client/customer/memberWho is your competition?DirectIndirect Brand VoiceWhat is the tone of your brand?How do you want to “talk” to your customers?
  • You can make your social media strategy as in-depth and complication as you want, and sometimes it’s warranted. But if you want a quick, simple start, be succinct in what you’re trying to achieve and make it easy to get everyone on board. Develop your “one sheet” as a way to keep track of your voice, your goals, and your overall tactics for what you’re going to utilize the social media channels for. This will drive your engagement as well—when you have a plan and know what you’re doing, it fees up your time to just enjoy the show—to talk to you fans.
  • **additionally in the Mission/Tactics area, add notes such as how many times to post on each channel, various “fun” tactics such as “featured listings,” “real estate wisdom”, “around the office candid pics” etc.(example does not currently show key partners/brand affiliates…or “source lists” which are important to research and include).Also can add: content “owners” in the sense of who is responsible for what.
  • AKA: What channels will you use?All channels serve a purpose and can be a beautiful place to house your content as well. You need to determine if they fit your goals and audience needs as well.
  • Sometimes we need reminding that every channel is not for everyone, nor are they intended to be used for the same purposes across the board.Utilize short descriptions and easy-to-handle copy to get your team (or clients) knowledgeable. Do your research—where is your audience? Does it even make sense for you to be on Pinterest? It’s better to be great at one or two than to be mediocre at them all. Because once you start the content marketing game, you can’t stop. It doesn’t turn off. Our audiences expect repeat performances.
  • AKA: Content CalendarsYou aren’t putting content together for you—it’s about your audience. What do they want to hear? Make it all about them.
  • Go over content calendar example.How long do they take? Are they “livable” “breathable” YES!Blog calendars vs. SM calendars vs. full-blown content calendars with all the channels—what is best for you/your clients?
  • Go over content calendar example.How long do they take? Are they “livable” “breathable” YES!Blog calendars vs. SM calendars vs. full-blown content calendars with all the channels—what is best for you/your clients?
  • AKA: Engage!Once your content is out there, monitor, comment and respond to your audience as they engage with you.They will tell you a lot about what they like, don’t like, and want more of. But you have to listen.Example: International consulting company; engagement and conversation/influence increases as the time was amped up for spending time (talking back to) fans. Show the real numbers here.
  • AKA: AnalyticsYes, we are all publishers, but you do not own much of your content once it appears online. Your audience can love it, share it or stomp all over it. It’s up to us to use what they tell us about it and switch it up so that’s it’s more to their liking.
  • Roger Fazendin REALTORS example of listening to analytics and moving content to days, times, areas where their audience is most active.
  • What to look for, how often, what to do with the information, how to compare to business goals/infoFirst is website/blog example(second slide is SM example—we like to keep one spreadsheet and make tabs for all channels; easy to see change over time)There are MANY ways to organize; find out what is important to know about your audience and your content and track that first. Make it simple. Use “real talk” when presenting to the C-Suite or others who are interested in ROI (everyone should be interested in ROI!)
  • What to look for, how often, what to do with the information, how to compare to business goals/infoFirst is website/blog example(second slide is SM example)There are MANY ways to organize; find out what is important to know about your audience and your content and track that first. Make it simple. Use “real talk” when presenting to the C-Suite or others who are interested in ROI (everyone should be interested in ROI!)
  • AKA: tweak, review and make each (week, month, year) better than the last.Be the brand that is unforgettable.
  • Creating a Content Plan for Social Media Engagement in 5 Easy Steps

    1. 1. @alleecreative #cmworld #cmicontent “Creating a Content Plan for Social Media Engagement in 5 Steps” Melissa Harrison CEO, Allée @alleecreative #CMWorld
    2. 2. @alleecreative #cmworld #cmicontent “Music doesn’t lie. If there is something to be changed in this world, then it can only happen through music.” - Jimi Hendrix
    3. 3. @alleecreative #cmworld #cmicontent 1. Choose a Band Name Does your brand persona give off a Nirvana vibe or are you more of an Elvis type of group?
    4. 4. @alleecreative #cmworld #cmicontent Brand Voice • Word Lists • Target markets – current and “perfect” • Personality • Style and Tone
    5. 5. @alleecreative #cmworld #cmicontent Social Media Strategy One Sheet • Mission and Tactics • Target Audience • Key Partners, Affiliates, Brand Ambassadors • Content Categories • Key Words and Phrases • Other Important Notes
    6. 6. @alleecreative #cmworld #cmicontent Let’s see it in action:
    7. 7. @alleecreative #cmworld #cmicontent 2. Select Your Preferred Venues “All music is beautiful” - Billy Strayhorn
    8. 8. @alleecreative #cmworld #cmicontent
    9. 9. @alleecreative #cmworld #cmicontent 3. Set Your Tour Dates “I don’t make music for eyes. I make it for ears.” - Adele
    10. 10. @alleecreative #cmworld #cmicontent Let’s see it in action:
    11. 11. @alleecreative #cmworld #cmicontent Let’s see it in action:
    12. 12. @alleecreative #cmworld #cmicontent 4. Spend Time with Your Fans “You learn a lot about people when you listen to the songs that mean Something to them.” - Unknown
    13. 13. @alleecreative #cmworld #cmicontent 5. Read the Reviews “Music is everybody’s possession. It’s only publishers who think that people own it.” - John Lennon
    14. 14. @alleecreative #cmworld #cmicontent ✚
    15. 15. @alleecreative #cmworld #cmicontent Analytics: What are we looking for?
    16. 16. @alleecreative #cmworld #cmicontent Analytics: What are we looking for?
    17. 17. @alleecreative #cmworld #cmicontent ENCORE! (You know where I’m going with this…schedule your encore performance!) “There’s a certain line in every song that sticks out because it reminds you of a person that you just can’t forget.” - Unknown
    18. 18. @alleecreative #cmworld #cmicontent Questions? @alleecreative #CMWorld #CMIContent

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