Developing Engaging Brand Content for Social Media sites

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The quickest way to turn people away from your branding efforts on social media is to come across as overtly pitching your product or service. If consumers sense you are interacting with them only to sell them a product, your social media branding efforts will be deemed irrelevant–or worse, you may create an irreparable damage your brand’s reputation. Find out how to craft content for social media sites that attract and engages consumers around the brand.

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Developing Engaging Brand Content for Social Media sites

  1. 1. Website ContentPRESENTED BY MANOU MOLOSA, Digital Advertising & Social Media Specialist
  2. 2. Introduction & Background;1. Building a strategic plan for content marketing over social media sites;2. How integrate marketing, Ad, & public relations in social media campaign;3. How to tell effective stories & create content for social media that drivesengagement;4. How to integrate marketing, Ad, & Public relations in social mediacampaign nurturing, & incorporating user-generated content;5. Measuring engagement, Sharing and Embedded video.6. Pick n Pay the Most South African Brand Engaging Conclusion
  3. 3. 1. Building a strategic plan for content marketing over social media sites;  Content categories, types and Content • Understanding content categories WHAT • Understanding types of content  Content strategy • What is a content strategy and why it is important • Developing a content strategy HOW  Content plan • Creating a content calendar HOW • The three C’s - Create, Curate & Communicate • The magic content ratio 10:4:1 Crossing platform WHERE • Content across various platforms – understanding what goes where • Editing content to suit platforms
  4. 4. 1.1. Content categories & Types  Content categories • Original content • Sales content • Interaction  Content types • Pillar content • Community building WHAT • Campaign content  Content formats • Content includes: articles, videos, images, surveys…
  5. 5. 1.2. Content strategy HOW
  6. 6. 1.2. Content strategy 6
  7. 7. Growth
  8. 8. Content strategy 2 Pillars 8
  9. 9. 9 Content strategyUnderstand your audience (Focus your content on THEM) Set your objectives Listen to what people are saying about your brand Choose the channel that fit your strategy Adapt your content for different social media Develop a voice by sharing content on Blog
  10. 10. 1.3. Content plan 1. Plan out your content ideas and topics HOW • Brainstorm a complete list of topics • Develop your content streams • Develop your campaigns • Asses the different types of content and what can be produced 2. Develop your calendar • Your calendar should address: frequency, platform & content across your streams 3. Remember 10:4:1 • Content includes: articles, videos, images, surveys…
  11. 11. Sample of on-going content planning • Your calendar should address: frequency, platform & content across your streams; remember content includes: articles, videos, images, & surveys 11
  12. 12. 1.4. Crossing platform WHERE 12
  13. 13. 2. How to integrate marketing, advertising, public relations in social media campaign No matter how good your campaign /page/content; if you don’t drive your community to it – they will not find it• Use your other marketing endeavours to drive your community to your social platforms• Creating campaigns  Integrating campaigns across marketing channels• Transforming the organisation into a content machine  Dedicated social media and content human resources  Every department in your organisation develops some form of content  Communicate between multiple departments
  14. 14. 3. How to tell effective stories & create content for social media that drives engagement; CUSTOMER
  15. 15. 3.1. Telling short story 15
  16. 16. 3.2. Encouraging conversation 16
  17. 17. 3.3. Be responsive 17
  18. 18. 4. Nurturing & Incorporating user-generated content Building Commenting relationships Using influencers Rewarding your fans Dealing with Critics
  19. 19. 4. 1. Building relationships• Monitor your platform regularly,• Say thank you,• Govern & Guide conversations.
  20. 20. 4. 2. Commenting• Do your part, join the conversation; Offer your opinions 20
  21. 21. 4. 3. Rewarding your fans• Rewarding your community for being involved. (This you should not be expected) 21
  22. 22. 4. 4. Using influencers • Leverage social influencers conversations 22
  23. 23. 4. 5. Dealing with Critics• Defend your brand politely and with respectRule #1 Respond no Matter what; start with “We are sorry” & end with “Thank you”Rule # 2 Contact the customer privatelyRule # 3 Let your community respond
  24. 24. 5. Measuring Engagement 1. Understanding Insight • Keys signs of engagement (replies, mentions, comments, shares, & Likes) 2. Creating engagement graphs • Where is engagement is happening (regions, & places) • How and Why is engagement happening- look at this over time • Find your most engaging content • Put it in perspective 24
  25. 25. Total Likes= 9,333 0,6%5. 1. Understanding Insight Friends of Fans= 4,011,847 0,6% People Talking About this=107 11,46% Weekly Total Reach=4545 43,73% 25
  26. 26. Reach= 1,0305. 2. Creating engagement graphs Engaged Users= 52 Talking About this=15 Virality=1.46% 26
  27. 27. Gender=52% (Female)5. 2. Creating engagement graphs Countries= 4,238 United States Cities= 208 New York Language=5,291 English (US) 27
  28. 28. 5. 3. Sharing video on Social media channel Click the Share button Then click Facebook or Twitter button. Then you will see like this shot Now write something ! Otherwise it will be seen only in your profile not in your home. Then click Share Link button. 28
  29. 29. Now, the video should be seen in both your Home & Profile as like the shot below
  30. 30. 5. 3. Sharing embedded video Right-click on the video. Then click on Copy embed html Then paste the embed html where you want to show/share that video in HTML tab of your post editor.
  31. 31. 6. Real case on the retail industryPick n Pay the most South African Brand Engaging
  32. 32. 6. Pick n Pay the most South African Brand Engaging 9 Pillars Sensing Knowledge Understanding Integrity Connection Commitment Conviction Participation Advocacy
  33. 33. 6.1.1. Sensing
  34. 34. 6.1.2. Knowledge
  35. 35. 6.1.3. Understanding
  36. 36. 6.1.4. Integrity
  37. 37. 6.1.5. Connection 37
  38. 38. 6.1.6. Commitment
  39. 39. 6.1.7. Conviction 39
  40. 40. 6.1.8. Participation
  41. 41. 6.1.9. Advocacy 41
  42. 42. 6.2. Pick n Pay’s Success Formula 42
  43. 43. 6.2. Pick n Pay Facebook Success Formula 43
  44. 44. 6.3. Pick n Pay Twitter Success Formula 44
  45. 45. • Your content is there to add value to your customers - focusing on your customers is priority number one• Invest in your online presence• Create digital touch points by newsletter registrations & share buttons,• Content strategy and planning is too complex to be somebody’s sometimes job. It needs to be everybody’s job.• Adapt to change – social media is the fastest changing marketing channel be sure to stay up to date• The conversation around your brand is happening with or without you: ensure you are driving the conversation
  46. 46. THANK YOU FOR YOUR ATTENTIONContact Manou Molosa today to learn more and schedule a consultation! CELL: +27 79 549 81 67 EMAIL: manoumols2@yahoo.fr Solutions for Every Challenge •Brand building •Advertising Management •Digital Marketing solution (PPC, SEO, SEM) •Blogging & Social Media Management •Key Speaking Presentation & Conference http://facebook.com/manoumolosathesupercandidate http://twitter.com/manoumols http://za.linkedin.com/manoumols http://slideshare.net/manoumols http://manoumolosa.blogspot.com

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