Social Media and Content Marketing Strategy - An Introduction
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Social Media and Content Marketing Strategy - An Introduction

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An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.

An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.

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Social Media and Content Marketing Strategy - An Introduction Social Media and Content Marketing Strategy - An Introduction Presentation Transcript

  • Social Media and Content Marketing
 IntroductionandStepstoGetStarted.
  • Social Media and Content Marketing:
 IntroductionandStepstoGetStarted Contents. ! 1. Introduction: Trends in Social Media and Content Marketing. ! 2. Strategy: Goal Setting, Planning, Execution and Measurement. ! 3. Core Focus: Content, Social Media and SEO. ! 4. Key Out-takes: Processes and Tools to Get Started. 2
  • 01. Introduction: 
 Trends in Social Media and Content Marketing.
 3
  • Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing. Sowhereshouldwestart? To understand digital marketing we need to understand how both
 audiences and marketing best practices are changing.
  • 20.09.13 Buildingongoingcontentstrategiesiscritical Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing. “Ongoing content marketing costs 62% less and generates 3 times as many leads compared to traditional marketing” 
 
 - Demand Metric.
  • “89% of 18-29 year olds are active on social media. 80% of active social media users are on Facebook but usage is declining.” 
 
 - Pew Research/Hubspot. Socialmediaaudiencesarelargebutfragmented Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing. Source: Leverage New Age Media
  • 20.09.13 Contentiskeytosearchvisibility “Ongoing content creation is the single most effective SEO tactic by a factor of 53%” 
 
 - Marketing Sherpa. Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing.
  • “Each day more than 4.75 billion pieces of content are shared on Facebook. On average 6% of Brand page content will make it to fan news feeds” 
 
 - Facebook/Social@Ogilvy. Contentiskeytosocialmediaengagement Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing.
  • 20.09.13 Everythingmustbemobile-friendly “71% of people regularly access social media from mobile devices” 
 
 - Forbes Insight/Google. Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing.
  • “90% of the information that comes to the brain is visual. A minute of video is worth 1.8 million words.” 
 
 - Zabisco and Forrester Research. Contentneedstobevisualandengaging Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing.
  • 20.09.13 Fansandaudiencesmustbecomeadvocates “90% of audiences listen to recommendations shared by friends and peers.” 
 
 - Voltier Digital. Social Media and Content Marketing:
 01. Introduction: Trends in Social Media and Content Marketing.
  • 02. Strategy: Goal Setting, Planning, Execution and Measurement. 12
  • POSITIVE CONNECTIONS and CONVERSION Customer Value, Advocacy and Engagement Target Customer Segment Peer Connections/ Recommendations Channels of Engagement Content Subject Areas Content Types and Formats Frameworkforcontentmarketingandcommunications Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  • Contenttypes Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement. Converse = Ongoing Engagement Convert = Education and Outcomes Connect = Value Proposition
  • Target audience should dictate channels of engagement: ! ‣ Earned Media. ‣ Owned Media. ‣ Paid Media. ! Channels also do not operate in isolation and will have impacts across audience interaction. Digitalchannelslandscape Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement. Instagram
  • Ongoingstrategy Iterative: Adoption of an iterative strategy framework to allow effective control of longer-term strategic objectives alongside structured optimization over the shorter-term tactical and implementation activities. ! Data-Driven: An ongoing process of small changes and improvements across Customer, Content and Channel tactics (based on robust customer/audience data) in combination with larger periodic strategic reviews to ensure delivery to objectives. ! Situational Analysis! Objectives! Strategy! Tactics / Actions! Control! Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  • What is our role and the environment in which we are operating? ! ‣ Stakeholders and partners. ‣ Industry practice areas. ‣ Different projects and initiatives and how these will interact. ‣ Political and legal considerations. 01.SituationalAnalysis:UnderstandingthePlayingField Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  • What do we need to achieve and measure ? ! ‣ Increase brand awareness and reach. ‣ Build ongoing contact points with audiences (social, email etc) and create advocates. ‣ Drive outcomes for stakeholders. ‣ Define KPIs to measure. Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement. 02.Objectives:Goalsetting
  • How can we achieve our goals? ! ‣ Audience definition and context. ‣ Resource and budgeting. ‣ Content areas and formats. ‣ Digital channels. ‣ Technology. ‣ Campaigns and activities. ‣ Analytics. 03.Strategy:Planning Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  • 20.09.13 Implementing activity ! ‣ Platform development (websites, mobile apps). ‣ Content creation/production. ‣ Content promotion and influencer outreach. ‣ Staffing to manage customers responses and leads. Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement. 04.Tactics/Actions:Executingplans
  • What worked and what can we improve? ! ‣ Data and assumptions about what our customers want. ‣ Content and content formats. ‣ Channels we have used. ‣ Technology and platforms. ‣ Staff and processes. 05.Control:Measurementandoptimisation Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  • StrategyChecklist ✓Determine who your stakeholders and audience are. ! ✓Decide what your desired outcomes and objectives are. ! ✓Determine your audience value proposition, messaging and how you can add value with content or other activities. ! ✓Determine where your target audience is and create a stakeholder engagement landscape (media channels and spaces e.g Facebook, Twitter, Instagram, etc). ! ✓Plan your resource and activity. ! ✓Determine how you will measure and optimise your activities. Social Media and Content Marketing:
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  • 03.Core Focus: 
 Content, Social Media and SEO. 23
  • Contenttypes Converse = Ongoing Engagement Convert = Education and Outcomes Connect = Value Proposition Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • 20.09.13 Contenttypesandfunction Connect Campaign Content Converse Engagement Content Convert Update Content Objective Medium to long-term realisation of infrastructural or seasonal objectives (awareness, community) Medium term ongoing content strategy + development of Ever-green/long-tail content. High volume, medium to short-term, low production cost content. Content Frequency Low: Every 3 - 6 months but with high activity intensity during campaigns Medium: 1-2 per month High: 1-2 per week Channels Paid/Earned/Owned: Primarily online channels, supported by suitable offline media Paid/Earned/Owned: Targeted online + low level amplification of organic reach Earned/Owned Media: Website, Facebook, Twitter, GooglePlus, Pinterest, Instagram. Type of Content Creative, high production value content designed to serve the goals of larger initiative Ever-green/long-tail content designed to support and work with broader content strategy. Curated news, polls, competitions and comments. Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • 20.09.13 Determining content tone and style: ‣ Finding your authentic and relevant stories that will create value for your audience. ‣ Creating an editorial process and team to decide on new content. ‣ Monitoring social and content areas to get ideas for new stories and content. ‣ Inviting audience participation and feedback. StoryTellingandContent Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. See More: http://northwarddigital.com/blog/video-content-strategy-considerations-for-success/
  • 20.09.13 Content generation and optimisation: ‣ Relative scoring system based on High, Medium, Low scale. ‣ Building in multiple variables (audience relevance, competition, fit with objectives/outcomes etc). ‣ Keyword considerations in line with SEO and customer strategy. ‣ Ongoing performance data to improve content/audience match. ‣ Outcome and resource oriented. Audience Relevance (/30) Content Competition (L-3 M-2 H-1) Ability to Service (L-3 M-2 H-1) Content Performance (L-3 M-2 H-1) Focus Content Score Topic 1 14.1 2 1 2 14.1 Topic 2 17.9 3 2 2 13.43 Topic 3 14.2 3 2 2 10.65 Topic 4 20.0 2 2 2 10 Topic 5 16.8 2 2 2 8.4 Topic 6 5.2 2 1 2 5.2 Topic 7 9.6 1 1 2 4.8 Topic 8 9.0 2 2 2 4.5 Focuscontentscoring FC = (AR x C)
 (S x PP) Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • Contentplanningframework Map how broad strategic priorities will filter down into campaigns and ongoing content creation and distribution. 1 2 3 4 5 6 7 8 9 10 11 12MONTH AssetAsset Asset AssetAsset Asset AssetAsset Asset AssetAsset Asset High-volume, low- cost Convert/Update content Regular, moderate- cost evergreen content Overarching high-production value creative/ strategic campaigns Campaign/Connect Content Campaign/Connect Content Ongoing Google Analytics + Social analytics + Search performance reporting Ongoing Analytics feeding into short and medium-term content production. ThemeTheme ThemeTheme Them ThemeTheme Them ThemeTheme ThemTheme Strategic Review Strategic Review Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • Considerationsforcontentandsocialmedia - Creating engaging ongoing interactions with audiences - Creating content for search - Managing different content types across strategic activities and initiatives - Building and reinforcing brand for audiences through ongoing content creation ! - Increasing audience reach and touch points - Converting audiences, fans and followers into advocates - Using data to identify influencers and possible partners - Preparing strategies to manage difficult interactions CONTENT SOCIAL MEDIA Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • There are a large range of Social Media platforms available each with different audience profiles: ‣ Facebook. ‣ Instagram. ‣ Google+. ‣ LinkedIn. ‣ Twitter. ‣ Pinterest. Facebook andthesocialmedialandscape Instagram Pinterest Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. See More: http://northwarddigital.com/blog/social-media-and-content-for-organizations/
  • Organic reach has declined to as low as 2% on Facebook: ‣ It is increasingly necessary to work with paid media to ensure content reach and impact. ‣ Optimal post times and frequency vary across different brands and content strategies. (starting point should be 1-2 posts per day, during weekday afternoons) ‣ It is important to build up a process of testing and optimisation. Socialmediareachandcommunitybuilding Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. Source: Social@Ogilvy
  • Ue - Affinity. 
 The strength of the relationship between a user and one of their connections (friend, Page, group). ! We - Weight. The value of a certain story or post including content type (e.g. text, link, photo, video). ! De - Time Decay. 
 The recency of the content – the “freshness” of the post. FacebookEdgeRank-whatweknow Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. Source: ViralHeat
  • 20.09.13 ‣ Choose core social platforms appropriate for your target audience. ‣ Run photo contests to increase shares, votes and viral effects.. ‣ Partner with influencers and brands to share your posts and campaigns. ‣ Run hashtag campaigns that broaden reach across multiple social networks. ‣ Capture contact data for email and direct followup. Practicalstepsforboostingorganicreach Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • 20.09.13 Engagingwithinfluencersandkeyopinionleaders(KOLs) Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. What are some Key strategy elements for engaging KOLs? ! ‣ Develop a tailored KOL engagement strategy. ‣ Identify and monitor the right KOLs. ‣ Understand KOL audiences and communities. ‣ Create great content and experiences. ‣ Adopt a long term approach and think beyond primary reach. ‣ Focus on building ongoing relationship. Source: Traacker/Lewis PR See More: http://northwarddigital.com/blog/key-opinion-leaders-content-marketing/
  • 20.09.13 Plan for crisis and minimise exposure: ‣ Develop a crisis management plan for dealing with difficult or confrontational interactions. ‣ Create a formal process guide for all activity (particularly promotions) and contributors on Facebook and publish “House Rules” for user conduct. ‣ Develop service level standards – e.g. responding to inquiries within 24 hours with relevant information. Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? Dedicated Complainer? Comedian Want-to-Be? NegativePositive Yes No Do you want to respond? No Response No Yes Take action to fix issue and let customer know action taken Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/ deserve more info? Yes Explain what is being done about the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes NoYes Yes Assess the message CUSTOMER/AUDIENCE
 INTERACTION Crisismanagementonsocialmedia Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. Source: USAF Blog Triage Model
  • Do Improved Social Signals Improved Search Rankings? ‣ Social metrics currently account for approximately 7% of Ranking Factor influence on Google. ‣ Social Presence in the future will equal Higher search rankings on Google through both direct and indirect factors. ‣ Google+ already has strong impact on Google search results. SocialmediaandSEO Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. Source: Moz
  • 20.09.13 Key Search Engine Ranking Factors: ‣ Unique content. ‣ Backlinks and site authority. ‣ Keywords. ‣ Technical factors (site speed, site structure). ‣ Website usability and tags. ‣ Social media. ‣ Rich media (optimised images, videos etc). SearchEngineOptimisation Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO. Source: Moz
  • ContentandSocialMediaChecklist ✓ Find your stories: Ensure that they are genuine and authentic and will both entertain/inform your audience and drive outcomes.! ! ✓ Develop a content plan, editorial team and publishing process, including a structured content calendar to help schedule and align your activities (weekly, monthly, quarterly etc).
 ✓ Adopt a set of guidelines and ensure that you are clear about your agenda in your content creation and social media practices.! ! ✓ Spy on others and try out techniques that you have observed in other markets.! ! ✓ Experiment and measure what you do and find what works best for you.! ! ✓ For Facebook always be conscious of EdgeRank – it is pointless having a large community of fans if there is no engagement with your content. Social Media and Content Marketing:
 03.CoreFocus:Content,SocialMediaandSEO.
  • 04: Key Out-Takes: Processes and Tools to Get Started. 39
  • Be clear about what you are trying to achieve and who you need to engage with. ! Consider strategic partnerships: ‣ With other organisations (e.g. institutions). ‣ With different government ministries. ‣ With other influencers and opinion leaders. 01.Defineyourobjectivesandtargetaudience Social Media and Content Marketing:
 04.KeyOut-takes:ProcessesandToolstoGetStarted.
  • 20.09.13 Develop content that will engage your audience:
 ‣ Set the personality and tone. ‣ Ensure audience relevance, usefulness and appeal. ‣ Consider and different content formats (visual). ‣ Structure campaigns and content frequency over full year at different levels. 02.Createacontentstrategy Social Media and Content Marketing:
 04.KeyOut-takes:ProcessesandToolstoGetStarted.
  • Dedicate appropriate resource to execute and achieve your objectives. ! Plan activities in detail: ‣ Create an editorial calendar ‣ Be consistent ‣ Know your purpose ‣ Know your intended audience ‣ Plan for crisis management and limit liability. ! 03.Planandresourceappropriately Social Media and Content Marketing:
 04.KeyOut-takes:ProcessesandToolstoGetStarted.
  • 20.09.13 Ensure that all content is mobile friendly, shareable and search engine optimised. ! Think beyond text: ‣ Include visual media such as photos and videos. ‣ Share curated content from other sources. ‣ Create calls-to-action (questions). ‣ Respond to any feedback from commenters. 04.Shareable,searchableandmobile Social Media and Content Marketing:
 04.KeyOut-takes:ProcessesandToolstoGetStarted.
  • Experiment, measure performance, and optimise your activities. ! Remember Conversion and other channels: ‣ “Give me your email/join my social media community and I will give you this amazing piece of content”. ‣ Build links across different audience channels and programs (website, social media, SEO, email etc) 05.Thinkbig,startsmall,scalefast Social Media and Content Marketing:
 04.KeyOut-takes:ProcessesandToolstoGetStarted.
  • SomeTools Analytics and Measurement: 
 Google Analytics. www.moz.com or other specialist SEO analysis platform. www.followerwonk.com, www.getlittlebird.com, www.klout.com, www.topsy.com for social monitoring/discovery. www.tagboard.com for managing cross platform hashtag searches. ! Management and Administration: www.bitly.com for link shortening and tracking. www.hootsuite.com for automation and single dashboard use www.wildfireapp.com, www.pagemodo.com or www.shortstack.com for facebook apps and tab templates.! ! Content Creation:
 www.canva.com for easy creation of visual assets. www.swayy.co for content curation and discovery. Social Media and Content Marketing:
 04.KeyOut-takes:ProcessesandToolstoGetStarted.
  • Thomas IM Webster 
 Lead Strategist - NorthWard
 li. www.linkedin.com/in/thomasimwebster
 e. hello@northwardcph.com 
 w. www.northwarddigital.com