Designated EditorSpeaking Series     Social Media                    Editorial Calendar                    Tools for effic...
suzanne’s experience              Social Media              Strategies professor  6 years                            Page ...
Paid media vs. owned media                   www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor                     ...
www.designatededitor.com   4
Challenges we’ll address o What should an editorial calendar look like? o How to discover influencers? o How to be as effi...
4 elements of social media planning Stage 1 Your audience & keywords Stage 2 Find & leverage the right tools Stage 3 Integ...
All-in-one platform tools@Sue_DesigEditor            www.designatededitor.com   7
Stage 1Audience & influencerso Who might be your best advocates?o What are their defining characteristics?o What are they ...
WordPress is free & versatile@Sue_DesigEditor                www.designatededitor.com   9
Keywords: Your prospects’ vocabulary@Sue_DesigEditor               www.designatededitor.com   10
Keywords: Your prospects’ vocabulary@Sue_DesigEditor               www.designatededitor.com   11
Keywords: Include in Titles and Descriptions  @Sue_DesigEditor                  www.designatededitor.com   12
Influencer-finder toolswho is your audience?@Sue_DesigEditor          www.designatededitor.com   13
who is your audience?@Sue_DesigEditor        www.designatededitor.com   14
Earnedmediaplacementtool  @Sue_DesigEditor   www.designatededitor.com   15
Other influencertools to consider@Sue_DesigEditor             www.designatededitor.com   16
Stage 2 Use the right strategic toolso Editorial calendarso Blogs: Yours and others’o Email newsletterso Search marketing ...
Editorial calendars @Sue_DesigEditor     www.designatededitor.com   18
Blogs cited as least expensive for B2C & B2B                                    www.designatededitor.com   19
Tools to drive blogs & content@Sue_DesigEditor                 www.designatededitor.com   20
Multimedia blog @Sue_DesigEditor   www.designatededitor.com   21
email          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor         ...
@Sue_DesigEditor   www.designatededitor.com   23
who is your audience?@Sue_DesigEditor        www.designatededitor.com   24
Stage 3 Integrate social media channelso Claim social profileso Determine most relevant social channelso Monitor, engage &...
Integrate appropriate social media channels                                 Bruno Maia, IconTexto                         ...
Creating Facebook updateso Provide sneak-peeks & previewso Create conversations & contestso Conduct polls & ask questionso...
Targeting ads•    Towns & cities     • Interests & Likes•    Education          • Age•    Gender•    Marital status    @Su...
tacticsDiscover major companies with SearchCategorize prospects with TagsParticipate inGroups specific to your industryCon...
Skills & Expertise pageAuto-suggestions                          www.designatededitor.com   30
Lingeringquestions@Sue_DesigEditor   www.designatededitor.com   31
www.emarketer.com/Article.aspx?R=1008929@Sue_DesigEditor                                www.designatededitor.com   32
@Sue_DesigEditor   www.designatededitor.com   33
www.designatededitor.com   34
Show your expertise visually or curate others’  @Sue_DesigEditor                   www.designatededitor.com   35
@Sue_DesigEditor   www.designatededitor.com   36
QR codes: How to make ’em              http://mashable.com/2011/07/23/creative-qr-codes/ 37                               ...
who is your audience?@Sue_DesigEditor        www.designatededitor.com   38
who is your audience?@Sue_DesigEditor        www.designatededitor.com   39
Stage 4 Social media optimization & metricso Be more efficiento Be more effectiveo Optimize for performanceo Calculate you...
@Sue_DesigEditor   www.designatededitor.com   41
who is your audience?@Sue_DesigEditor        www.designatededitor.com   42
Stage 4 How are we doing?@Sue_DesigEditor            www.designatededitor.com   43
Facebook InsightsEngagement &Relevance                        www.designatededitor.com   44
Google Analytics: soon + social@Sue_DesigEditor          www.designatededitor.com   45
who is your audience?@Sue_DesigEditor        www.designatededitor.com   46
Benefits of social media planning  More efficient & effective  Longer-lasting vs. paid media  Now you’ll know what’s wo...
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Tools to Drive Your Social Media Editorial Calendar by Designated Editor

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Suzanne McDonald, Content & Social Strategist at Designated Editor, presented "Tools to Drive Your Social Media Editorial Calendar With Efficiency & Efficacy" at the Yankee International Association of Business Communicators meeting in Greater Boston.

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  • www.emarketer.com/Article.aspx?R=1008948
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Hashtagsas well
  • Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  • Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  • Search marketing best practices: no duplicate content, enablesocial sharing with share buttons
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Your website and blogEmail newsletterSocial mediaBlogger relations & PRIn-person interactionsAdditional outreach platformsTying it all together
  • Offer discounts & exclusives
  • Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
  • Search and tagGroups – ConnectAnswersEvents
  • 81% of respondents said they were more likely to trust a Fortune 1000 CEO if he was on Twitterwww.emarketer.com/Article.aspx?R=1008929
  • Slideshare has 5x more business owner traffic than other platforms, Source: SlideShare, Comscore
  • Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining.Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
  • What works & Your consumers vs. fans
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
  • Be sure to have a conversion, such as a newsletter signup
  • Tools to Drive Your Social Media Editorial Calendar by Designated Editor

    1. 1. Designated EditorSpeaking Series Social Media Editorial Calendar Tools for efficiency & efficacy Yankee IABC Experts Series Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
    2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
    3. 3. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 3
    4. 4. www.designatededitor.com 4
    5. 5. Challenges we’ll address o What should an editorial calendar look like? o How to discover influencers? o How to be as efficient as possible? o How to measure and boost ROI? o How to integrate across platforms? @Sue_DesigEditor www.designatededitor.com 5
    6. 6. 4 elements of social media planning Stage 1 Your audience & keywords Stage 2 Find & leverage the right tools Stage 3 Integrate social media channels Stage 4 Social media optimization & metrics @Sue_DesigEditor www.designatededitor.com 6
    7. 7. All-in-one platform tools@Sue_DesigEditor www.designatededitor.com 7
    8. 8. Stage 1Audience & influencerso Who might be your best advocates?o What are their defining characteristics?o What are they looking for?o Are you using the right vocabulary?@Sue_DesigEditor www.designatededitor.com 8
    9. 9. WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 9
    10. 10. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 10
    11. 11. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 11
    12. 12. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 12
    13. 13. Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 13
    14. 14. who is your audience?@Sue_DesigEditor www.designatededitor.com 14
    15. 15. Earnedmediaplacementtool @Sue_DesigEditor www.designatededitor.com 15
    16. 16. Other influencertools to consider@Sue_DesigEditor www.designatededitor.com 16
    17. 17. Stage 2 Use the right strategic toolso Editorial calendarso Blogs: Yours and others’o Email newsletterso Search marketing best practices @Sue_DesigEditor www.designatededitor.com 17
    18. 18. Editorial calendars @Sue_DesigEditor www.designatededitor.com 18
    19. 19. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 19
    20. 20. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 20
    21. 21. Multimedia blog @Sue_DesigEditor www.designatededitor.com 21
    22. 22. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 22
    23. 23. @Sue_DesigEditor www.designatededitor.com 23
    24. 24. who is your audience?@Sue_DesigEditor www.designatededitor.com 24
    25. 25. Stage 3 Integrate social media channelso Claim social profileso Determine most relevant social channelso Monitor, engage & integrateo Understand sentiment analysiso Weave your content across platforms @Sue_DesigEditor www.designatededitor.com 25
    26. 26. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 26
    27. 27. Creating Facebook updateso Provide sneak-peeks & previewso Create conversations & contestso Conduct polls & ask questionso <250 characters = 60% more Likeso Photos & video = 2x engagement www.designatededitor.com 27
    28. 28. Targeting ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status @Sue_DesigEditor www.designatededitor.com 28
    29. 29. tacticsDiscover major companies with SearchCategorize prospects with TagsParticipate inGroups specific to your industryContribute your expertise withAnswersFind andConnectwith key influencersHost or attend anEvent and share it @Sue_DesigEditor www.designatededitor.com 29
    30. 30. Skills & Expertise pageAuto-suggestions www.designatededitor.com 30
    31. 31. Lingeringquestions@Sue_DesigEditor www.designatededitor.com 31
    32. 32. www.emarketer.com/Article.aspx?R=1008929@Sue_DesigEditor www.designatededitor.com 32
    33. 33. @Sue_DesigEditor www.designatededitor.com 33
    34. 34. www.designatededitor.com 34
    35. 35. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 35
    36. 36. @Sue_DesigEditor www.designatededitor.com 36
    37. 37. QR codes: How to make ’em http://mashable.com/2011/07/23/creative-qr-codes/ 37 www.designatededitor.com
    38. 38. who is your audience?@Sue_DesigEditor www.designatededitor.com 38
    39. 39. who is your audience?@Sue_DesigEditor www.designatededitor.com 39
    40. 40. Stage 4 Social media optimization & metricso Be more efficiento Be more effectiveo Optimize for performanceo Calculate your ROI@Sue_DesigEditor www.designatededitor.com 40
    41. 41. @Sue_DesigEditor www.designatededitor.com 41
    42. 42. who is your audience?@Sue_DesigEditor www.designatededitor.com 42
    43. 43. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 43
    44. 44. Facebook InsightsEngagement &Relevance www.designatededitor.com 44
    45. 45. Google Analytics: soon + social@Sue_DesigEditor www.designatededitor.com 45
    46. 46. who is your audience?@Sue_DesigEditor www.designatededitor.com 46
    47. 47. Benefits of social media planning  More efficient & effective  Longer-lasting vs. paid media  Now you’ll know what’s working  Reduced customer service costs  Understand & relate to clients  Your clients see your team as experts  Broader brand-building boosts awareness@Sue_DesigEditor www.designatededitor.com 47
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