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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 …

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
  • Transcript

    • 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. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
    • 3. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 3
    • 4. www.designatededitor.com 4
    • 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. 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. All-in-one platform tools@Sue_DesigEditor www.designatededitor.com 7
    • 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. WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 9
    • 10. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 10
    • 11. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 11
    • 12. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 12
    • 13. Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 13
    • 14. who is your audience?@Sue_DesigEditor www.designatededitor.com 14
    • 15. Earnedmediaplacementtool @Sue_DesigEditor www.designatededitor.com 15
    • 16. Other influencertools to consider@Sue_DesigEditor www.designatededitor.com 16
    • 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. Editorial calendars @Sue_DesigEditor www.designatededitor.com 18
    • 19. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 19
    • 20. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 20
    • 21. Multimedia blog @Sue_DesigEditor www.designatededitor.com 21
    • 22. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 22
    • 23. @Sue_DesigEditor www.designatededitor.com 23
    • 24. who is your audience?@Sue_DesigEditor www.designatededitor.com 24
    • 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. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 26
    • 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. Targeting ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status @Sue_DesigEditor www.designatededitor.com 28
    • 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. Skills & Expertise pageAuto-suggestions www.designatededitor.com 30
    • 31. Lingeringquestions@Sue_DesigEditor www.designatededitor.com 31
    • 32. www.emarketer.com/Article.aspx?R=1008929@Sue_DesigEditor www.designatededitor.com 32
    • 33. @Sue_DesigEditor www.designatededitor.com 33
    • 34. www.designatededitor.com 34
    • 35. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 35
    • 36. @Sue_DesigEditor www.designatededitor.com 36
    • 37. QR codes: How to make ’em http://mashable.com/2011/07/23/creative-qr-codes/ 37 www.designatededitor.com
    • 38. who is your audience?@Sue_DesigEditor www.designatededitor.com 38
    • 39. who is your audience?@Sue_DesigEditor www.designatededitor.com 39
    • 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. @Sue_DesigEditor www.designatededitor.com 41
    • 42. who is your audience?@Sue_DesigEditor www.designatededitor.com 42
    • 43. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 43
    • 44. Facebook InsightsEngagement &Relevance www.designatededitor.com 44
    • 45. Google Analytics: soon + social@Sue_DesigEditor www.designatededitor.com 45
    • 46. who is your audience?@Sue_DesigEditor www.designatededitor.com 46
    • 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