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How to manage your social media content strategy, presented by Kevin Hunt

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In his presentation, General Mills' Corporate Social Media Manager, Kevin Hunt, teaches a class on how to manage your social media content strategy. …

In his presentation, General Mills' Corporate Social Media Manager, Kevin Hunt, teaches a class on how to manage your social media content strategy.

He shares tips on sourcing great content, determining which platforms to focus on, and developing your content calendar.

Published in: Marketing, Sports, Business

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  • 1. How to manage your social media content strategy KEVIN HUNT GENERAL MILLS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  • 2. How to ManageYour Social Media Content Strategy KEVIN HUNT Social Media Manager,Global Communications General Mills @kevin_hunt December 10, 2013 #brandsonly
  • 3. 4 keys to your content strategy • Sourcing great content • Determining which platforms to focus on • Developing your content calendar • Making adjustments to your program @kevin_hunt #brandsonly 2
  • 4. Sourcing great content @kevin_hunt #brandsonly 3
  • 5. Build your foundation • Establish your goals • Sell your content program internally • Weekly social team editorial meeting • Monthly global editorial meeting • Daily social team/department huddle @kevin_hunt #brandsonly 4
  • 6. Identify employees as resources/writers • Establish contacts within brands/divisions • Develop a blogger program @kevin_hunt #brandsonly 5
  • 7. • Provide blog post guidelines • Conduct blog writing workshops • Assignments • Consider an internal community @kevin_hunt #brandsonly #digitalpr 6
  • 8. @kevin_hunt #brandsonly #digitalpr 7
  • 9. Repurpose and reuse • Do a content audit • Monitor brand/division blogs and sites • Monitor brand/division social properties • Choose from your own content @kevin_hunt #brandsonly 8
  • 10. Look to the marketplace • Daily social listening/Ask your audience • What is Consumer Services hearing? • What is Sales hearing? • Establish a blogger/influencer network • Work with your partners/customers @kevin_hunt #brandsonly 9
  • 11. @kevin_hunt #brandsonly 10
  • 12. Determining which platforms to focus on @kevin_hunt #brandsonly 11
  • 13. Factors to consider • Time/resources • Evaluate what your audience is looking for on that specific platform • Evaluate how and when your audience engages on that specific platform @kevin_hunt #brandsonly 12
  • 14. Blog • Do you have the time/resources to launch and maintain a blog? • Determine your preferred blogging frequency • Who are your contributors? • Establish/modify your approval process @kevin_hunt #brandsonly 13
  • 15. Blog.GeneralMills.com 14
  • 16. Curated site • Will it be automated or manual? • Where will you pull content from? • Using 3rd party content? • Legal considerations @kevin_hunt #brandsonly 15
  • 17. GeneralMills.com/ChannelG 16
  • 18. Social channels @kevin_hunt #brandsonly 17
  • 19. External sites • Identify places to showcase your content • What types of stories do you want to share? @kevin_hunt #brandsonly 18
  • 20. Pay attention to platform results • What are people engaging with? • What is working? • What is not? @kevin_hunt #brandsonly 19
  • 21. @kevin_hunt #brandsonly #digitalpr 20
  • 22. Developing your content calendar @kevin_hunt #brandsonly 21
  • 23. Idea Dashboard • An ongoing list of ideas that map to your business objectives and company/brand purpose • Consider ideas that: - Take your audience behind-the-scenes - Are meant to spark engagement - Are evergreen - Are based on events @kevin_hunt #brandsonly 22
  • 24. Editorial and content creation calendars • Consider a shared calendar (Google Drive, Sharepoint, etc…) • Start with the editorial calendar – Focus on long-range ideas first (by quarter) • Determine best contacts/writers/producers for each idea • Once assigned, manage the progress and approval in your content creation calendar @kevin_hunt #brandsonly 23
  • 25. @kevin_hunt #brandsonly #digitalpr 24
  • 26. @kevin_hunt #brandsonly #digitalpr 25
  • 27. @kevin_hunt #brandsonly #digitalpr 26
  • 28. Making adjustments to your program @kevin_hunt #brandsonly 27
  • 29. Look at your analytics daily • What content is most popular? Least? • Track search terms bringing people to your blog/site/platform • What are your sources of referral traffic • Monitor desktop and mobile traffic/usage @kevin_hunt #brandsonly 28
  • 30. Be open to trying something new • Hangouts/live events/chats? • User-generated content? • Live events with influencers? @kevin_hunt #brandsonly 29
  • 31. Be open to ending something • Lack of audience engagement • Lack of audience growth, over time @kevin_hunt #brandsonly 30
  • 32. Final points • Promote and demonstrate your company/brand purpose in everything that you do • The engagement habits of your audience will change • Be interesting! @kevin_hunt #brandsonly 31
  • 33. Questions? Kevin Hunt Social Media Manager Global Communications General Mills kevin.hunt@genmills.com @kevin_hunt
  • 34. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT