Why YourSocial Media Content Strategy            Sucks      (And How to Fix It)                            #GeekendSM
About Meghan                                                          #GeekendSMSocial Media Director at Girl Scouts – Nor...
The Value                                             #GeekendSM• Raise   awareness, increase retention and generate leads...
DEVELOP A SOCIAL MEDIA  CONTENT STRATEGY                  #GeekendSM
Set Goals                                                                 #GeekendSM• What are you trying to accomplish?• ...
Determine Voice                                                 #GeekendSM• Voice & tone are what set youapart from your c...
Create Engaging                                                   #GeekendSM     ContentWhen Creating Content…   • Use Vis...
Publishing                                                                    #GeekendSMWHEN you say something is just as ...
Measure & Report                 #GeekendSM • Listen to what people are saying (or not saying) • Look at analytics – both ...
Content Categories That   We Can’t Resist                    #GeekendSM
Tell Me a   #GeekendSM  Story
Tap Into My Emotions   #GeekendSM
Make Me Laugh   #GeekendSM
Teach Me Something      #GeekendSM      (provide value)
Give Me a Voice   #GeekendSM
Be Relevant   #GeekendSM
Inspire Me   #GeekendSM
Reward Me   #GeekendSM
Creative is Content   #GeekendSM
Creative is Content   #GeekendSM
Creative is Content   #GeekendSM
Creative is Content   #GeekendSM
Resources               #GeekendSMVisual Content    PicMonkey    iMovie    Visual.lyScheduling    HootSuite    Tweetdeck  ...
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Why Your Social Content Strategy Sucks and How to Fix It

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Geekend 2012 presentation on social media and content marketing.

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  • 56% of Americans have a profile on social media sites 53% of small businesses are using social media and 88% believe that exposure is the biggest benefit The most popular social networking tool for marketing is Facebook
  • Lot of ppl throw something up against a wall and see if it sticks. OR they randomly post content and then disappear. Or they don’t update their profile with a ll the new changes, like a cover photo. Without a strategy in place you won’t have the roadmap to succeed. Every time you post, you have an opportunity to create curiousity, challenge people and inspire them. These are all great ways to increase interactions. Content supports everything you do from running a contest or promotion, interacting with fans, getting noticed in the news feed – if can be argued to be the single most important aspect of social media. If you’re not producing good content, if you’re not taking the time to produce and think through what is going to work for you, then you will never reach your full potential and you’ll never see the kind of benefits you hear about from other businesses.
  • Talk about Edgerank it goes photo-text-video-link is how it’s rated. Then content will be shown to those who interact with you most frequently. Social networks are increasingly leaning towards becoming more visual in both the functionalit of the site and content user interact with. Facebook’s mobile app just udated to include filters on photos uploaded through your phone to the site. Twitter is rumored to be working on something similar. Google bought a photo filtering software similar to Instagram earlier this year – people respond to photsoa nd it’s easier to digest visual content. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. 40% of people will respond better to visual information than plain text. Publishers who use infographics grow in traffic an average of 12% more than those who don't. Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content -- photos and videos -- saw a 65% increase in engagement.
  • 52% of consumers have stopped following a brand on FB because their posts have become to repetitive or boring. Facebook – evenings and weekends tend to see spikes in engagement Facebook - post 7x per week, leaving a 2-hour window between posts Twitter - post up to 22 times per day, but remember to engage in conversations and be generous with RTs and mentions Twitter – posts during the day, 11am to 3pm are usually best Differs from network to network and industry to industry Respond, monitor and engage
  • Lot of ppl throw something up against a wall and see if it sticks. OR they randomly post content and then disappear. Or they don’t update their profile with a ll the new changes, like a cover photo. Without a strategy in place you won’t have the roadmap to succeed. Every time you post, you have an opportunity to create curiousity, challenge people and inspire them. These are all great ways to increase interactions. Content supports everything you do from running a contest or promotion, interacting with fans, getting noticed in the news feed – if can be argued to be the single most important aspect of social media. If you’re not producing good content, if you’re not taking the time to produce and think through what is going to work for you, then you will never reach your full potential and you’ll never see the kind of benefits you hear about from other businesses.
  • Other content ideas include true or false, caption contests, multiple choice or polls, trivia and facts VIP access and sneak peaks into your brand and company
  • Why Your Social Content Strategy Sucks and How to Fix It

    1. 1. Why YourSocial Media Content Strategy Sucks (And How to Fix It) #GeekendSM
    2. 2. About Meghan #GeekendSMSocial Media Director at Girl Scouts – North Carolina Coastal PinesWorked with brands such as AOL, Glamour, The Pampered Chef, The SportsClub/LA and Kaplan UniversityGraduate of Elon University M.A. in Interactive Media@meghangargan | #GeekendSM
    3. 3. The Value #GeekendSM• Raise awareness, increase retention and generate leads• Control, moderate and get involved• Gain valuable consumer insight• Provide amazing customer service and drive brand loyalty• But it’s a crowded field – how do you get noticed?
    4. 4. DEVELOP A SOCIAL MEDIA CONTENT STRATEGY #GeekendSM
    5. 5. Set Goals #GeekendSM• What are you trying to accomplish?• How will you measure your success?• How does social media integrate with my other marketing efforts?Determine what platforms work best for your brand. Tip: Create a strategic plan that outlines your goals, the tactics you’ll use to accomplish these goals and the KPIs you’ll show to determine the level of success. Goal + Tactic + KPI = ROI
    6. 6. Determine Voice #GeekendSM• Voice & tone are what set youapart from your competitors• Should be instantly recognizable• Define target audienceTip: Your social voice can be more conversational and should betransparent and accessible.
    7. 7. Create Engaging #GeekendSM ContentWhen Creating Content… • Use Visuals • Incorporate CTAs • Be Concise • Optimize for PlatformsTip: Create a content calendar using themes to keep your contentstructured and organized!
    8. 8. Publishing #GeekendSMWHEN you say something is just as important as WHAT you’resaying!• Use scheduling resources & tagging• Timing, frequency & consistencyTip: Tip: While Pinterest is a relatively new social network, make sure youspace out pins so you don’t appear spammy or overwhelm people’s feeds.LinkedIn follows similar rules as Facebook – make sure that your content isrelevant to your LinkedIn and Pinterest audiences.
    9. 9. Measure & Report #GeekendSM • Listen to what people are saying (or not saying) • Look at analytics – both engagement metrics as well as reach, impressions and clicks • Leverage data to influence future content
    10. 10. Content Categories That We Can’t Resist #GeekendSM
    11. 11. Tell Me a #GeekendSM Story
    12. 12. Tap Into My Emotions #GeekendSM
    13. 13. Make Me Laugh #GeekendSM
    14. 14. Teach Me Something #GeekendSM (provide value)
    15. 15. Give Me a Voice #GeekendSM
    16. 16. Be Relevant #GeekendSM
    17. 17. Inspire Me #GeekendSM
    18. 18. Reward Me #GeekendSM
    19. 19. Creative is Content #GeekendSM
    20. 20. Creative is Content #GeekendSM
    21. 21. Creative is Content #GeekendSM
    22. 22. Creative is Content #GeekendSM
    23. 23. Resources #GeekendSMVisual Content PicMonkey iMovie Visual.lyScheduling HootSuite Tweetdeck BufferMeasurement Facebook Analytics TwitterCounter Bit.ly or Owl.lyEducational Resources Mashable Social Media Examiner Hubspot TechCrunch

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