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Curating & Creating Content For Social Media - GYK/Antler
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Curating & Creating Content For Social Media - GYK/Antler


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As part of Dyn's first-ever Social Media Bootcamp for Non-Profits, Terry Lozoff and Melanie Cohn from GYK/Antler put together a presentation on how to curate and create content for social media. …

As part of Dyn's first-ever Social Media Bootcamp for Non-Profits, Terry Lozoff and Melanie Cohn from GYK/Antler put together a presentation on how to curate and create content for social media. Whether you're a non-profit or a for-profit, you'll learn a ton from this presentation.

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  • 1. Curating & Creating Content for Social Media
  • 2. #Social4Good @terrylozoff | @socialmel Why is GOOD content important?
  • 3. Good content produces results •  56% of those that support nonprofits on the Social Web confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits •  61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content.
  • 4. Good content cuts through •  86% of marketers are using content marketing to attract or engage customers •  Changes Facebook has made over the past few months has resulted in an estimated 44% decrease in organic reach for brand pages •  Interesting content is one of the top 3 reasons people follow brands on social media.
  • 5. #Social4Good @terrylozoff | @socialmel What is social content?
  • 6. Social content, in all of its beauty •  •  •  •  •  •  •  •  •  •  •  •  •  •  •  Short-form written (tweets, facebook posts, etc) Long-form written (blog posts, articles, etc) Photography (custom/stock) Images and graphics Facebook applications Pinterest boards Vine/Instagram videos Long-form video Infographics Podcasts Conversations Comments Check ins Likes …and so on.
  • 7. #Social4Good @terrylozoff | @socialmel What content is right for my organization?
  • 8. The content that’s going to tell your story best.
  • 9. The content you have access to Events   Company   Blog   Fundraisers   Founders   Employees   Local   Happenings   Pop  Culture   Partners   Industry   News   UGC  
  • 10. The resources you have There is a lot that goes into curating and creating content for social. In an ideal world, you would have access to all of the following skill sets: •  •  •  •  •  •  •  •  Research Curators/Social Listeners Copywriting Design Editorial Planning Photography Videography Organization-related expertise
  • 11. #Social4Good @terrylozoff | @socialmel How do I organize and plan content?
  • 12. Editorial Calendar The editorial calendar is the tool that will keep you organized and on track as you move from strategy into activation. •  Annual Calendar: All of the important dates, milestones, events, etc. throughout the year. •  Monthly Calendar: A tool to use every month in planning your content.
  • 13. Monthly Content Brief
  • 14. #Social4Good @terrylozoff | @socialmel 10 content tips and ideas to communicate your story and engage your audience
  • 15. Value-Driven: Provide tips, utility
  • 16. Fundraising: Get creative
  • 17. Fundraising: Real time & reactive
  • 18. Fundraising: Real time & reactive
  • 19. Real time: trending topics
  • 20. Real-time: Planning your reaction
  • 21. Donor Impact: Show off results/actions
  • 22. Education: Share stats/shine a light
  • 23. UGC: Encourage it/Reward it 92% of consumers say they trust earned media, such as social media, word of mouth, recommendation from friends and family, above all other forms of advertising
  • 24. Create a sense of exclusivity
  • 25. Channel Specific: Take advantage of features
  • 26. #Social4Good @terrylozoff | @socialmel How do I engage my audience beyond a single piece of content?
  • 27. Mini Campaigns: For the love of Moxie •  5-day Valentine’s Day themed contest inspired by a fan •  Sent a case of Moxie •  40 photo entries, 430 likes, 80 shares, 28 comments
  • 28. Interactive Campaigns: Involve your community
  • 29. Cross-Channel: Think integrated
  • 30. Cross-Channel: Think integrated
  • 31. Campaign Tools: Pagemodo
  • 32. #Social4Good @terrylozoff | @socialmel What content trends do I need to be aware of for 2014?
  • 33. Content Trends in 2014 •  Less “random acts of content” •  Move from quantity to quality •  Mobile-friendly •  Move toward value-driven •  Cross-platform storytelling •  More integration with physical consumer touch points
  • 34. Questions? Follow us on Twitter! GY&K Antler: @antleragency / @gykmarketing Terry Lozoff: @terrylozoff Melanie Cohn: @socialmel
  • 35. GY&K Antler