Creating Killer Content for Social Media
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  • Who are your ideal customers and prospects? What are their biggest concerns and how can you create content to be a resource for them? Where are they consuming media and what content do they need? Not all consumers are the same. Think about them in personas as you create content: Mary the working mom of two or Bob the busy small business owner.
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
  • Use an aggregator such as Flipboard to read news from various industries, share content based on your community’s interests.
  • Using a free tool like HootSuite, you can monitor social media conversation around brand names and/or topics.
  • Using a tool like Meltwater, you can monitor social media conversation around brand names and/or topics.
  • A team approach fosters content with fresh voices and content from various areas of the business.
  • Use special events, board meetings to capture video of your organization’s leadership. Bank it for later posts on social media.
  • With this note, we conducted a competitive analysis on how College Bowl Games used social media to engage fans. We produced a blog post and shared it on our Facebook fan page.
  • Use social media to follow people of common interests who are influencers. Develop relationships with these influencers through social media engagement.

Transcript

  • 1. Creating Killer ContentJackie Reau & Tom Callinan
  • 2. Creating Killer Content
  • 3. Creating Killer ContentToday’s Agenda:IntroductionsCurrent Social Media Strategies of AttendeesKnow Your CustomerResearchStrategyActivation/EngagementMeasurement
  • 4. Social Media Challenge or Opportunity?
  • 5. Facebook: Show your true “professional” character
  • 6. Twitter: Short bursts of news for thought leadership positioning
  • 7. YouTube: Quick :90 video snippets
  • 8. Pinterest: Lifestyle, aspiration, recreation
  • 9. Instagram: Visual photo sharing
  • 10. How Teens Spend their Time Online Each Day
  • 11. Audience Development Cycle
  • 12. Creating Killer Content#1: Conduct a Media Consumption StudyTraditional Media•TV, Newspaper, Magazines, Radio, internet sites•Frequency of use (daily, monthly, etc.)Social Media•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications•Frequency of use, frequency in sharing/posting content (shared or original content)Search Engine Usage•How do they use search engines, which ones do they use,Information on Your Industry/Company•Intent to purchase, motivation to attend, competitive questionsDemographics•Age, Sex, Race, Education, Zip Code/Community of ResidencePsychographics•Based on your industry, i.e. smart phone ownership, top three hobbies
  • 13. Creating Killer ContentSnapshot of a Media Consumption StudyWhat Teens and (Parents) Do On-Line•Almost all surveyed students, use their phone to text and talk, while almost half areusing it to check for news and/or email.•A study by Pew Internet says that 85% of U.S. Internet users, aged 17, “go online toget information about a college, university or other school in which they are thinkingabout attending.”•Forty-five (45) percent of parents report going online to get information about acollege in which their child is investigating says Pew Internet.
  • 14. Creating Killer ContentSnapshot of a Media Consumption StudyInternet Influence•The College’s website is the most useful on-line tool according to surveyed students.•The two most popular general college websites used among those surveyed areCollegeboard.org (75%) and ACTstudent.org (62%)•Ninety-two (92) percent of surveyed students use Google as their primary searchengine.
  • 15. Creating Killer Content#2: Conduct a Content AuditReview the content you created over the last year using the worksheet•Analyze Google or website analytics from 2011.•How many blog posts did you write/share on your website?•Did you write any case studies or white papers on your industry?•How many e-mail blasts did you send to current clients and prospects?•Did some content from your Facebook get shared or liked? If so, what was the content?•Did you get re-tweeted? If so, what was the nature of the content?
  • 16. Creating Killer ContentEmail Analytics•Check email analytics after sending the email with two days to determine prospects•Clicks are the hot leads•Scrub database with bounce backs
  • 17. Creating Killer ContentAlign Efforts with your Customer’s Buying Cycle
  • 18. Creating Killer Content#3: Create an Editorial Schedule•Record your editorial plans on a Google calendar or spreadsheet•Plan for six months to one year based on your research•Theme your content based on the buying cycle and your customer’s needs•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sureyou are reaching all of your personas•Tag your content with your SEO keywords on a consistent basis•Always think like a reporter and encourage your colleagues to do so•Repurpose content: i.e. use snippets from a white paper on Twitter
  • 19. Cross Functional Social Media Plan with Editorial Calendar
  • 20. 10 Tips on Making Your Own Media
  • 21. Creating Killer Content#1: Download Your Local Media Apps,Share Photos/News
  • 22. Creating Killer Content#2: Monitor Social Media Conversationsand Engage: Free
  • 23. Creating Killer Content#2: Monitor Social Media Conversationsand Engage: Paid
  • 24. Creating Killer Content#3: Build a Social Media Team to Create Content
  • 25. Creating Killer Content#4: Bank Content as You See It, Share It Later
  • 26. Creating Killer Content#5: Repurpose Content for Websites, Social Media
  • 27. Creating Killer Content#6: Pack Your Camera & Video Camera with You
  • 28. Creating Killer Content#7: Create Annual or Seasonal Features
  • 29. Creating Killer Content#8: Conduct Original Research and Share It
  • 30. Creating Killer Content#9: Gamify your Content
  • 31. Creating Killer Content#10: Stay Current with Trends andEducate Your Community
  • 32. Creating Killer ContentMeasurement: Key Growth Metrics
  • 33. Creating Killer ContentMeasurement: Social Media Insights
  • 34. Creating Killer ContentMeasurement: Competitive Analysis
  • 35. Creating Killer Content Questions? Jackie ReauGame Day Communications jreau@gamedaypr.com Twitter: @gamedayjreau Linkedin: @jackiereau Facebook: @jackiereau 700 West Pete Rose Way Cincinnati, Ohio 45203 (513) 929-4263