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Content strategy for social media

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From Facebook to Twitter to Pinterest to Google+ and beyond, managing social media for your business can be overwhelming. But having and sticking to a social media content strategy can help keep you …

From Facebook to Twitter to Pinterest to Google+ and beyond, managing social media for your business can be overwhelming. But having and sticking to a social media content strategy can help keep you focused, organized and on target when communicating with customers.
Four critical elements to creating a strategy for your business:
1. Set your positioning. Who are you? What do you do? Why does it matter? Why are you better?
2. Identify your target audience.
3. Create personas for your customers so you have a better idea of what they do and what they need.
4. Determine which social networks are the best platforms for your business.

Content with quality, relevance and freshness is essential to engage audiences on social media. Engaging content adds brand value, conveys that you care about your customers to keep them interested, gives real value to your community and further helps you build an excellent brand experience.

Success in social media and organic search is only possible with an optimized content marketing strategy. If you don’t have the latter, you may as well forget about being remotely successful with the former.

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  • Experts believe that content on the web will double every 72 hours.A survey conducted by Nilesen confirms that there are more than 50 million tweets every day,500,000 active Facebook applications126 million blogs on the Internet350 million People on Facebook.
  • Now that we know that content strategy has a key role to play in your overall social media plan lets formulate the content strategy.We begin with Understanding the Business obj: Why do we want to run a social media campaign?Understanding your audiences will help you decide what content you should be covering and where you should be participatingBasis the your goals and your target audience requirements a content audit can be done on the existing content to know which pieces can be used or repurposed.Identify your voice in which you’d like to speak to your audience and stick to that voice across platformsBasis your content needs you can decide on the channels which will best serve the purpose of broadcasting and engaging the audienceFinally, make a schedule and stick to itLets look at each one of them in detail. Since business objective and Target audience analysis overlaps with the social media strategy. We begin with mapping content to client requiremnts
  • Listed here some of the most common business objectivesfor a social media campaign and key drivers of end user interaction When the end user is looking for information , publishing content works wellWhen they are looking for engagement then a mix of publishing and promotional content can give good resultsWhen audience is looking for offers , promotional content pie slice should be fairly largeNow depending on your overall objective , your industry type and other influencing factors you can create your own matrix
  • Now that we know that content strategy has a key role to play in your overall social media plan lets formulate the content strategy.We begin with Understanding the Business obj: Why do we want to run a social media campaign?Understanding your audiences will help you decide what content you should be covering and where you should be participatingBasis the your goals and your target audience requirements a content audit can be done on the existing content to know which pieces can be used or repurposed.Identify your voice in which you’d like to speak to your audience and stick to that voice across platformsBasis your content needs you can decide on the channels which will best serve the purpose of broadcasting and engaging the audienceFinally, make a schedule and stick to itLets look at each one of them in detail. Since business objective and Target audience analysis overlaps with the social media strategy. We begin with mapping content to client requiremnts
  • Messaging Templates
  • When branding your corporate voice for Social media-Stick to your brand personality-Speak the language your audience wants to hear - Initiate conversation not advertizing-And then choose a virtual spokesperson for your corporate voiceYou can choose a …
  • Corporate brand as the corporatevoice. A practice followed by many companies.Caveat: To a great degree Audience engagement is limited to information dissemination
  • Your Corporate voice can be with branded personna. It works well as audience feel that the company cares about what they speak. Caveat: Credibility and honesty play a much larger role than elsewhere
  • You can chose a Character account. If executed wells these characters lend a whole new personality to the social media campaign but if the character is off the mark, it reflects poorly on the brandhttp://smallbiztrends.com/2010/02/types-of-twitter-accounts.html
  • Now that we know that content strategy has a key role to play in your overall social media plan lets formulate the content strategy.We begin with Understanding the Business obj: Why do we want to run a social media campaign?Understanding your audiences will help you decide what content you should be covering and where you should be participatingBasis the your goals and your target audience requirements a content audit can be done on the existing content to know which pieces can be used or repurposed.Identify your voice in which you’d like to speak to your audience and stick to that voice across platformsBasis your content needs you can decide on the channels which will best serve the purpose of broadcasting and engaging the audienceFinally, make a schedule and stick to itLets look at each one of them in detail. Since business objective and Target audience analysis overlaps with the social media strategy. We begin with mapping content to client requiremnts
  • Here is a rule of thumb segregation of social media channels into platforms for promotion and platforms for publishing.Once you decide which type of content you’d like to use in your social media campaign , you know which platforms you should be participating in and vice versa
  • We have covered a lot of ground in the promotional and informational content space.These two slides cover about interactive content – primarily managing online interactions
  • Any piece of collateral can be repurposed into other formats and published – that’s the beauty of socila media.Whatever existing collateral you have, first update it and then Make a synopsis – your blog post is readyIdentify key takeways your next 5 tweets are readyConvert into PPt , you have a posting for slideshareScreen Record that PPt – a video for youtube is ready for uploadAnd the list continues…..
  • We have covered a lot of ground in the promotional and informational content space.These two slides cover about interactive content – primarily managing online interactions
  • Social media is about two way conversations so you will hear a lot from your audience – both good and bad.The first thing to do is acknowledge feedback and the next step is to address it.
  • Here’s a Feedback Management matrix.It calls us the action that needs to be taken , where it needs to be taken , what is the ideal response time and what does the feedback really indicate

Transcript

  • 1. Content Strategy for Social Media
    6th October, 2010
    Alok Ramsisaria, VP Operations,
    Regalix Inc.
  • 2. Presenter – Alok Ramsisaria
    • VP Operations at Regalix Inc.
    • 3. Extensive experience in technology and consumer online marketing and lead generation.
    • 4. Managed multi-cultural teams in technology and marketing across geographies
    • 5. Managed own technology consulting and product marketing business
    2
    © 2009 Confidential | Think Innovation
  • 6. Social Media Numbers
    • 72 hours: time for volume of content to double
    • 7. 0.5 million active Facebook applications
    • 8. 50 million tweets per day
    • 9. 126 million blogs on the Internet
    • 10. 350 million People on Facebook
    The Buyer has taken over Marketing – you cannot take it back so participate and influence to the extent possible.
  • 11. Listen.Engage.Create
    (repeat)
    Content types
  • Content Strategy Map
    ObjectiveQ. Why do we want to interact with our Target Audience
    Social Media Plan
    Audience
    Q. Who are the people – decision makers/influencers?
    Q. Why will they interact with us ?
    Target Audience Analysis
    Value, People
    Q. What is the business value we need to deliver?
    Q. Do we have it in house or we need to create it?
    Content Plan
    Tone & Messaging Plan
    Message, Voice
    Q. How are we going to speak to our audience?
    Distribution
    Q. What channels are required for distribution?
    Q. What channels are needed for promotion ?
    Distribution Plan
    Schedule
    Q. When will the content be published?
    Q. When does it need to be updated?
    Content Calendar
  • 17. Objectives/Audience/Content
    Target Audience Motivations
    for Interaction
    Promotions/Offers
    Engagement/Loyalty
    Information
    Business Objective
    Brand Awareness
    Customer retention/loyalty
    Lead Generation
    Thought Leadership
    Promote Product/ Events
    Promotional Content
    Informational Content
    Objectives/Audience/Content – Social Media Matrix
  • 18. Content Strategy
    ObjectivesQ. Why do we want to interact with our Target Audience
    Social Media Plan
    Audience
    Q. Who are the people – decision makers/influencers?
    Q. Why will they interact with us ?
    Target Audience Analysis
    Value People
    Q. What is the business value we need to deliver?
    Q. Do we have it in house or we need to create it?
    Content Plan
    Tone & Messaging Plan
    Identify the Corporate Voice and the Messaging plan
    Q. How are we going to speak to our audience?
    Distribution
    Q. What channels are required for distribution?
    Q. What channels are needed for promotion ?
    Distribution Plan
    Schedule
    Q. When will the content be published?
    Q. When does it need to be updated?
    Content Calendar
  • 19.
  • 20. Branding your Corporate Voice
    • Understand what your brand identity is and build around that theme.
    XYou are a no frills bargain store and your tweets talk about all things chic and expensive
    • Speak the language your customers want to hear
    X Jargon, tech speak, et al are not going to make your message resonate with your audience
    • Choose a brand for your social voice
    • 21. Corporate Brand
    • 22. Corporate brand as a persona
    • 23. Real people with corporate Brand
  • Corporate Brand as Voice
    • The company itself is the voice
    • 24. Followers don’t know the face behind the message
    NetApp tweets come from NetApp the brand
  • 25. Corporate Personna as Voice
    • Provides an outward face to the company
    • 26. Is more credible
    Tony Heish CEO , Zappos tweets on behalf of the company
  • 27. Synthetic Character as Voice
    • Stands out
    • 28. Needs careful execution
    Colonel tribune for Chicago tribune
  • 29. Content Strategy
    ObjectivesQ. Why do we want to interact with our Target Audience?
    Social Media Plan
    Audience
    Q. Who are the people – decision makers/influencers?
    Q. Why will they interact with us ?
    Target Audience Analysis
    Value People
    Q. What is the business value we need to deliver?
    Q. Do we have it in house or we need to create it?
    Content Plan
    Tone & Messaging Plan
    Voice, Messaging
    Q. How are we going to speak to our audience?
    Identify the Channels of Distribution
    Q. What channels are required for distribution?
    Q. What channels are needed for promotion ?
    Distribution Plan
    Schedule
    Q. When will the content be published?
    Q. When does it need to be updated?
    Content Calendar
  • 30. Create
    Content types
    Informational &
    Interactive Content
    Promotional &
    Interactive Content
    Platforms for Promotion
    Platforms for Informing
    “Objectives => Content => Channels”
  • 33. Content Strategy
    ObjectivesQ. Why do we want to interact with our Target Audience?
    Social Media Strategy
    Audience
    Q. Who are the people – decision makers/influencers?
    Q. Why will they interact with us ?
    Target Audience Analysis
    Value People
    Q. What is the business value we need to deliver?
    Q. Do we have it in house or we need to create it?
    Content Audit
    Tone & Messaging Strategy
    Identify the Corporate Voice
    Q. How are we going to speak to our audience?
    Distribution
    Q. What channels are required for distribution?
    Q. What channels are needed for promotion ?
    Distribution Strategy
    Define the schedule for content delivery
    Q. When will the content be published?
    Q. When does it need to be updated?
    Content Calendar
  • 34. Distribution Calendar
  • 35. Creation Calendar
  • 36. Distribution allows you to repurpose Content multiple times
  • 37. Additional Note Managing Online interactions
  • 38. Managing Customer Interaction Online
    • Acknowledge
    Positive feedback
    Direct issues
    Constructive criticism
    Merited Attack
    Spam
    • Address
    According to a study by CM Insight, 70% of people will share the experience of bad interaction, only 49% will share an exceptional one.
  • 39. Managing Customer Interaction Online
    Feedback Management Matrix
  • 40. Listen.Engage.Create
    (repeat)
    Content types
  • Content Strategy Map
    ObjectiveQ. Why do we want to interact with our Target Audience
    Social Media Plan
    Audience
    Q. Who are the people – decision makers/influencers?
    Q. Why will they interact with us ?
    Target Audience Analysis
    Value, People
    Q. What is the business value we need to deliver?
    Q. Do we have it in house or we need to create it?
    Content Plan
    Tone & Messaging Plan
    Voice, Message
    Q. How are we going to speak to our audience?
    Distribution
    Q. What channels are required for distribution?
    Q. What channels are needed for promotion ?
    Distribution Plan
    Schedule
    Q. When will the content be published?
    Q. When does it need to be updated?
    Content Calendar
  • 47. THANK YOU!
    Alok Ramsisaria
    VP Operations
    Regalix Inc.
    alok@regalix.com
    twitter.com/alokram
    alokram.wordpress.com
    facebook.com/alok.ramsisaria
    www.regalix.com
    +1 650 641 1754