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Creating Engaging
Content
kathleen holmlund | digital strategist
Monday 16 September 13
Social Media Content
1. Original content from your organisation (news, blogs,
photos, events, video, tweets, etc)
2. Share...
1. Generating Original Content
Where to start?
kathleen holmlund | digital strategist
Monday 16 September 13
Try publishing around 80% original and curated content that
provides value to your followers and no more than 20%
promotio...
What makes good content?
Reveal secrets Dreams can come true
David defeats Goliath
Tell us we are right
Challenge our assu...
Tell us a storyRemind us that we matter
Keep us on our toes
Inspire us to action
Make us laugh Make us cry
Elements of a g...
kathleen holmlund | digital strategist
Monday 16 September 13
Stories are the way that humans make sense of the world.
We are people connecting with other people.
Storytelling is about...
March 30
Test Page Post Example
Presenting the stats
11,567 266 874874
Food shortages in Malawi are affecting more than th...
March 30
Telling the Story
Test Page Post Example
Any money that you donate will go to Rokia, a seven-year-old girl who li...
Ok, so what are some of your stories?
• Tell your organisation’s story
• Tell your employees’ stories
• Tell your customer...
Remember, a story can use many delivery forms:
kathleen holmlund | digital strategist
Monday 16 September 13
Blogging & Articles
• Define relevant categories to
blog on (news, commentary,
etc)
• Identify authors &
contributors
• Inc...
Power of Video
http://www.youtube.com/watch?v=Q5Tt5JSRsOc
kathleen holmlund | digital strategist
Monday 16 September 13
http://www.youtube.com/watch?v=xn3mMmy_ghY
Video
kathleen holmlund | digital strategist
Monday 16 September 13
“We tell non-profits all the time:
Photos are everything.”
- Libby Leffler
Facebook’s strategic partnerships manager
kathleen...
the human brain processes images
60,000 times faster than text
user engagement with image &
video posts increased by 65% t...
Here is the proof!
kathleen holmlund | digital strategist
Monday 16 September 13
The Viral Power of Images in Social Media
Includes 10 tips on how to use images
kathleen holmlund | digital strategist
htt...
Four More Years
kathleen holmlund | digital strategist
Monday 16 September 13
Cat Power
kathleen holmlund | digital strategist
Monday 16 September 13
Infographic
Monday 16 September 13
Combination Text/Image
kathleen holmlund | digital strategist
Monday 16 September 13
Combination story with image & text
kathleen holmlund | digital strategist
Monday 16 September 13
Listen and monitor what is going on online:
• Follow tweets, posts, etc, by influencers in your field
• Subscribe to blogs
•...
Images on the Cats Protection League NI Facebook Page
Encourage fans to share content
kathleen holmlund | digital strategi...
•
Story Time
Story Idea Medium Used Social Media Platform
Schedule a story brainstorming session in your organisation
kath...
Create an Editorial Calendar
kathleen holmlund | digital strategist
Monday 16 September 13
Plot out the following:
• Significant National holidays
• Significant dates in your organisation’s calendar
• Various campai...
Monday 16 September 13
Thank you for your time and attention
kathleen holmlund - digital strategist
www.kathleenholmlund.com
You can connect with...
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Creating engaging content: Storytelling on Social Media

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Ok so you have made it, your organisation has set up profile on social media channels. How can you make them work for you and the community around you? Whether you are a for-profit or not for-profit, it always boils down to storytelling.

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Transcript of "Creating engaging content: Storytelling on Social Media"

  1. 1. Creating Engaging Content kathleen holmlund | digital strategist Monday 16 September 13
  2. 2. Social Media Content 1. Original content from your organisation (news, blogs, photos, events, video, tweets, etc) 2. Share content from other online sources 3. Content shared by fans/followers/etc of your social media profiles kathleen holmlund | digital strategist Monday 16 September 13
  3. 3. 1. Generating Original Content Where to start? kathleen holmlund | digital strategist Monday 16 September 13
  4. 4. Try publishing around 80% original and curated content that provides value to your followers and no more than 20% promotional content. Relevant Content! That means a mix of content related to your products or services. All too often we see Pages that post about random topics that are totally unrelated to their business. Don’t stray too far off your topic! kathleen holmlund | digital strategist Monday 16 September 13
  5. 5. What makes good content? Reveal secrets Dreams can come true David defeats Goliath Tell us we are right Challenge our assumptions Wanting to belong kathleen holmlund | digital strategist Monday 16 September 13
  6. 6. Tell us a storyRemind us that we matter Keep us on our toes Inspire us to action Make us laugh Make us cry Elements of a good story kathleen holmlund | digital strategist Monday 16 September 13
  7. 7. kathleen holmlund | digital strategist Monday 16 September 13
  8. 8. Stories are the way that humans make sense of the world. We are people connecting with other people. Storytelling is about emotion. Remember, it’s great to share facts and figures, but often, sharing that information wrapped in a story is a better approach. Find a voice.When people connect with your page, you want it to be in an authentic way. How do you do that?Talk to them like they're your friend. kathleen holmlund | digital strategist Monday 16 September 13
  9. 9. March 30 Test Page Post Example Presenting the stats 11,567 266 874874 Food shortages in Malawi are affecting more than three million children. In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated three million Zambians face hunger. Four million Angolans — one-third of the population — have been forced to flee their homes. More than 11 million people in Ethiopia need immediate food assistance. kathleen holmlund | digital strategist Monday 16 September 13
  10. 10. March 30 Telling the Story Test Page Post Example Any money that you donate will go to Rokia, a seven-year-old girl who lives in Mali in Africa. Rokia is desperately poor and faces a threat of severe hunger, even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia's family and other members of the community to help feed and educate her, and provide her with basic medical care. 11,567 266 874874 kathleen holmlund | digital strategist Monday 16 September 13
  11. 11. Ok, so what are some of your stories? • Tell your organisation’s story • Tell your employees’ stories • Tell your customer/people you are helping/ volunteers/etc. stories • Inspire the aforementioned to tell their stories • Use images more • Use videos more • Be human kathleen holmlund | digital strategist Monday 16 September 13
  12. 12. Remember, a story can use many delivery forms: kathleen holmlund | digital strategist Monday 16 September 13
  13. 13. Blogging & Articles • Define relevant categories to blog on (news, commentary, etc) • Identify authors & contributors • Incorporate other media • Establish an editorial calendar Consistent blogging helps establish you as an authority in your area kathleen holmlund | digital strategist Monday 16 September 13
  14. 14. Power of Video http://www.youtube.com/watch?v=Q5Tt5JSRsOc kathleen holmlund | digital strategist Monday 16 September 13
  15. 15. http://www.youtube.com/watch?v=xn3mMmy_ghY Video kathleen holmlund | digital strategist Monday 16 September 13
  16. 16. “We tell non-profits all the time: Photos are everything.” - Libby Leffler Facebook’s strategic partnerships manager kathleen holmlund | digital strategist Monday 16 September 13
  17. 17. the human brain processes images 60,000 times faster than text user engagement with image & video posts increased by 65% the first month of FacebookTimeline for brands publishers who post infographics show 12% more traffic growth than those who don’t kathleen holmlund | digital strategist Images Monday 16 September 13
  18. 18. Here is the proof! kathleen holmlund | digital strategist Monday 16 September 13
  19. 19. The Viral Power of Images in Social Media Includes 10 tips on how to use images kathleen holmlund | digital strategist http://www.slideshare.net/katholmlund/the-viral-power-of-images-in-social-media Monday 16 September 13
  20. 20. Four More Years kathleen holmlund | digital strategist Monday 16 September 13
  21. 21. Cat Power kathleen holmlund | digital strategist Monday 16 September 13
  22. 22. Infographic Monday 16 September 13
  23. 23. Combination Text/Image kathleen holmlund | digital strategist Monday 16 September 13
  24. 24. Combination story with image & text kathleen holmlund | digital strategist Monday 16 September 13
  25. 25. Listen and monitor what is going on online: • Follow tweets, posts, etc, by influencers in your field • Subscribe to blogs • Use a feed reader like Feed.ly • Google Alerts • Follow #hashtags • Use bookmarking sites like Scoop.it and StumbleUpon • Keep an eye out for other sharing tools and news aggregators Share content from other online sources kathleen holmlund | digital strategist Monday 16 September 13
  26. 26. Images on the Cats Protection League NI Facebook Page Encourage fans to share content kathleen holmlund | digital strategist Monday 16 September 13
  27. 27. • Story Time Story Idea Medium Used Social Media Platform Schedule a story brainstorming session in your organisation kathleen holmlund | digital strategist Monday 16 September 13
  28. 28. Create an Editorial Calendar kathleen holmlund | digital strategist Monday 16 September 13
  29. 29. Plot out the following: • Significant National holidays • Significant dates in your organisation’s calendar • Various campaigns • Upcoming events (either by your org or other relevant orgs) • International Days (e.g. Human Rights Day) • Silly holidays (e.g. Nutella Day) Then, get creative: start creating original content Create an Editorial Calendar kathleen holmlund | digital strategist Monday 16 September 13
  30. 30. Monday 16 September 13
  31. 31. Thank you for your time and attention kathleen holmlund - digital strategist www.kathleenholmlund.com You can connect with me on any of the platforms below by clicking on the little button icons Monday 16 September 13
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