Tools to Drive Your Social Media Editorial Calendar by Designated Editor

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

suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2

Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 3

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 efficient as possible? o How to measure and boost ROI? o How to integrate across platforms? @Sue_DesigEditor www.designatededitor.com 5

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

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 looking for?o Are you using the right vocabulary?@Sue_DesigEditor www.designatededitor.com 8

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 best practices @Sue_DesigEditor www.designatededitor.com 17

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 www.designatededitor.com 22

@Sue_DesigEditor www.designatededitor.com 23

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

Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 26

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

Targeting ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status @Sue_DesigEditor www.designatededitor.com 28

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

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

www.designatededitor.com 34

Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 35

QR codes: How to make ’em http://mashable.com/2011/07/23/creative-qr-codes/ 37 www.designatededitor.com

Stage 4 Social media optimization & metricso Be more efficiento Be more effectiveo Optimize for performanceo Calculate your ROI@Sue_DesigEditor www.designatededitor.com 40

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

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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Tools to Drive Your Social Media Editorial Calendar by Designated Editor

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