Talk social 2011 creating and running a campaign by tamsin hemingray

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My talk at the TalkSocial 2011 event in Norwich, December 2011

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Talk social 2011 creating and running a campaign by tamsin hemingray

  1. 1. Creating and running a campaign Tamsin Hemingray Consultant Content Strategist
  2. 2. Having a social media plan and thetools to publish and analyse yourefforts are essential to begin with, butwhat happens next? This talk will focuson creating the content that drivesyour businesses’ campaigns. (c)Tamsin Hemingray 2011
  3. 3. Five things to remember• It’s a marathon not a sprint• Content is everywhere• You must have a plan• You need the right people to create and manage content• Content needs to be where the people are (c)Tamsin Hemingray 2011
  4. 4. Five questions to tell you how • Why? • What? • When? • Who? • Where? (c)Tamsin Hemingray 2011
  5. 5. IMAGE reproduced via a CC licence, created by Flickr user Mai Le(c)Tamsin Hemingray 2011
  6. 6. Campaign thinking ChristmasValentine’s Day Halloween Easter Summer sale Back to school Benefit (c)Tamsin Hemingray 2011
  7. 7. Why? • Conversation in social places never stops • Content production has a lead time • You can only really learn what works by testing and trying(c)Tamsin Hemingray 2011
  8. 8. Content thinking Time (c)Tamsin Hemingray 2011
  9. 9. Content is everywhere (c)Tamsin Hemingray 2011 IMAGE copyright the European Sperm Bank
  10. 10. (c)Tamsin Hemingray 2011
  11. 11. Do a content audit• What do you already have?• What are you capable of producing?• What is missing from your network?• What do people want? (c)Tamsin Hemingray 2011
  12. 12. Create the right content Blog post White paper Ebook Video Newsletter Real world Game Competition Voucher code Useful tool eventCase study / customer Q&A Interview Quiz Infographictestimonial Research Workshop Map Checklist Advice findings (c)Tamsin Hemingray 2011
  13. 13. About the right thingsWhat you What other Data Events think people think News People Ideas Changes Trends Innovation History Problems Fun Entertainment Sport Work (c)Tamsin Hemingray 2011
  14. 14. Content production = cake factory (c)Tamsin Hemingray 2011
  15. 15. IMAGE reproduced via a CC licence, created by Flickr user Dave SandfordYou need a plan (c)Tamsin Hemingray 2011
  16. 16. What does a content plan look like? [It isn’t something that you can show on a powerpoint slide . . . ] (c)Tamsin Hemingray 2011
  17. 17. Blatant plugEmail me at:tamsinhemingray@gmail.comand I can send you a templatecontent plan (c)Tamsin Hemingray 2011
  18. 18. What shapes the plan?(c)Tamsin Hemingray 2011
  19. 19. What are your ingredients?• Your business goals• Your customers’ needs and interests• Realism – how much time and budget have you got?• Ideas and creativity• Things you want to test out• Which networks do you want to be most active in?• What can you create yourself? What can you curate from elsewhere? (c)Tamsin Hemingray 2011
  20. 20. Use the Google Insight tool• To help plan when to talk about things http://www.google.com/insights/search/ (c)Tamsin Hemingray 2011
  21. 21. Use the Google Keyword tool• To understand the language that people are using to make your content easier to find https://adwords.google.com/select/KeywordToolExternal (c)Tamsin Hemingray 2011
  22. 22. Get the right person to do the job Has KPIs directly related to content Has a great Manages the network plan already A Content Editor and Community Manager Isn’t afraid Has the time of social to do it media Can write and edit (c)Tamsin Hemingray 2011
  23. 23. Where will you put your content?Attention does notflow evenly throughthe web (c)Tamsin Hemingray 2011
  24. 24. The M&S Dinosaur • In the letter to Bill: 1 person • On Bill’s blog: 100s • On M&S blog: 1000s • On Guardian / Daily Mail: 10ks • On Twitter / Facebook: 100ks (c)Tamsin Hemingray 2011
  25. 25. M&S Facebook page (c)Tamsin Hemingray 2011
  26. 26. M&S Twitter feed (c)Tamsin Hemingray 2011
  27. 27. M&S Stories blog (c)Tamsin Hemingray 2011
  28. 28. Five things to remember• It’s a marathon not a sprint• Content is everywhere• You must have a plan• You need the right people to create and manage content• Content needs to be where the people are (c)Tamsin Hemingray 2011
  29. 29. Thank you for listeningtamsinhemingray@gmail.comcontentmalcontent.posterous.com (c)Tamsin Hemingray 2011

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