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Developing and Implementing A Content Strategy for Social Media_2015

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The presentation comes from a workshop at the Irish Food Board on 2nd April, 2015

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Developing and Implementing A Content Strategy for Social Media_2015

  1. 1. Developing & Implementing a Content Strategy for Social 18.03.2015 Andrew Murray
  2. 2. Strategy, creative content and social for: Andrew Murray Head of Social Media & Brand Content @McCannBlue
  3. 3. What we’ll cover today 1. Business objectives into content objectives. 1. Segmenting a target customer group. 2. Storytelling & content theme development. 3. Moving customers along the purchase path. 4. TOV, distribution and propagation. 1. What does success look like? + some best-in-class food & drink brand case studies included throughout.
  4. 4. A little intro…
  5. 5. Building better brands
  6. 6. THE EVOLUTION OF SOCIAL
  7. 7. WHAT CAN SOCIAL DO FOR FOOD/DRINK BRAND?
  8. 8. HOW CAN A FOOD/DRINK BRAND ‘USE’ SOCIAL? Social 1.0 Social can be used as another limb with which to reach customers and target them with communications. (Channel/PUSH) Social 2.0 Social can be used to connect and engage with people in ways that are entertaining and give social currency to them. (Human)
  9. 9. Let’s rewind a little…
  10. 10. What is a Content Strategy? “The practice of planning for content creation, delivery, and governance.” “A repeatable system that defines the entire editorial content development process for a website development project.” Content Strategy is the planning of how you intend to attract the right audience with interesting stories.
  11. 11. 1. Role of Social 5. M&E 2. Social Strategy 4. Content Strategy 3. Platform Strategy Channel Eco-system Role of Channels What we’ll cover today + a little more. Measuring Positive Sentiment: Depth of engagement Breath of influence Drive more direct sales Drive Consideration Strategic Pillars of Activation It should form part of this… A brand’s overall social strategy
  12. 12. Facebook And it will help to determine this… Twitter Site & Content Hub PinterestInstagram YouTube what platforms you should be on.
  13. 13. Facebook And it will help to determine this… what platforms you should be on. Twitter
  14. 14. BIG QUESTION for YOU? What makes your brand, AND other brands - so interesting that people will want to talk about it and share it with their friends?”
  15. 15. BIG QUESTION for YOU? What makes your brand so interesting that people will want to talk about it and share it with their friends?” Because... Even boring brands have something interesting to say!
  16. 16. You can’t succeed in social media if you don’t have something interesting to say...
  17. 17. At this point in your social media experience, you know that social media marketing is not just about having a Facebook page or a Twitter profile!
  18. 18. Social media is the vehicle for communicating and distributing interesting stories (content) across the internet.
  19. 19. You communicate & distribute interesting stories by being aware of how all the social channels can work togethe with a content strategy in place.
  20. 20. 1. Translating your business objectives into content objectives.
  21. 21. What are your business objectives for social? Drive Consideration Drive Brand Affinity Push CSR Direct Sales Broaden The Conversation Beyond Product business objectives into content objectives
  22. 22. What are your business objectives for social? Drive Consideration Drive Brand Affinity Push CSR Direct Sales Broaden The Conversation Beyond Product What else? business objectives into content objectives
  23. 23. PANERA BREAD Panera don’t just talk about bread. They talk about other food groups, the people behind the bread, partnerships, they help to combat people’s food insecurities and promote healthy eating. business objectives into content objectives
  24. 24. business objectives into content objectives
  25. 25. business objectives into content objectives
  26. 26. business objectives into content objectives
  27. 27. INNOCENT Topical, fun, quirky and showing the passion of the people behind the brand. business objectives into content objectives
  28. 28. business objectives into content objectives
  29. 29. Then put specific content objectives in place. business objectives into content objectives
  30. 30. PRIMARY CONTENT GOAL Drive usage by tapping into the passions of the GB ABC1 target group (middle class, up to date with current affairs, ethical, nerdy, wannabe baristas). business objectives into content objectives
  31. 31. What’s your business objective for social and your primary content goal?
  32. 32. 2. Understanding how to segment a target customer group.
  33. 33. Look at their digital behaviour • Connected • Seeking social kudos • Conversational • Curatorial • Creative • Outspoken segmenting a target customer group
  34. 34. Understanding the digital behaviour of your target Failte Ireland Social EnergisersCREATIVE COLLABORATIVE CURATORIAL CRITICAL CONVERSATIONAL 1 in 3 own tablet hyper connected Smartphone owner Over-share for social currency have multiple virtual personalities 55% read brand emails via mobile are prolific users of messaging apps most likely to access social platforms via mobile most active group on Facebook and Twitter love Tumblr, Instagram & Pinterest, accessed often via mobile have the highest number of apps on their phones although only use 1/3 regularly largest group to engage with mobile wallets most likely to be influenced by social media when it comes to purchasing big consumers of online & mobile video CONNECTED 2/3 of Twitter users are under 34 driving force behind short-form and visual web are aware of value of their personal data segmenting a target customer group
  35. 35. Video of Mom’s actual day versus stated day. segmenting a target customer group
  36. 36. Develop personas to give a true understanding of the people you are trying to connect with. segmenting a target customer group
  37. 37. DEVELOPING PERSONAS – HOW TO? Talk to your customer base Do online surveys Use search... PLUS answer some of the following questions to identify buyer personas: ° Gender ° Age ° Family and marital status ° Job description ° Financial situation ° Education ° Geography ° Daily activities ° Hobbies ° Habits ° How do they use the web ° Their challenges or pain points ° Their goals ° What are their most pressing needs The more elements you know about your buyers or prospects, the easier it will be to focus your efforts on the right people. segmenting a target customer group
  38. 38. Groups of 4: Pick one of your brands and develop 3 personas – specifically thinking about their digital behaviours.
  39. 39. Let’s take a break…
  40. 40. 3. The art to online storytelling & content theme development.
  41. 41. Building better brands
  42. 42. You must figure out the story you want to tell... storytelling & content theme dev
  43. 43. As a brand you need to differentiate from the competition. Differentiate means telling a different story – not the same story told incrementally different. The art of storytelling storytelling & content theme dev
  44. 44. storytelling & content theme dev
  45. 45. storytelling & content theme dev
  46. 46. It’s NOT about looking for some “position” to differentiate from competitors, nor is it about “taglines” and “brand statements”. storytelling & content theme dev
  47. 47. It’s about creating and sharing compelling relevant content and behaving in a way that is an expression and a magnification of your brand. The art of storytelling storytelling & content theme dev
  48. 48. storytelling & content theme dev
  49. 49. storytelling & content theme dev
  50. 50. storytelling & content theme dev
  51. 51. HB ICE-CREAM storytelling & content theme dev
  52. 52. These must be built around your target consumer’s interests. You must find a way of broadening the conversation from your product to other topics… Developing content themes storytelling & content theme dev
  53. 53. Product focused approach to more of a lifestyle brand. storytelling & content theme dev
  54. 54. Live the Moy Park Life Always-on content themes: 1. Food for your family 2. Food for a fitter you 3. Family activities 4. OTHER - topical content, activations, sponsorships, competitions, new product launch storytelling & content theme dev
  55. 55. Do you have content themes? Are they broad enough? Can you begin to broaden the conversation?
  56. 56. 4. Identifying the role of content in moving customers along the purchase path.
  57. 57. Understand the content formats that work best for a social environment.
  58. 58. HOW DO YOU HOOK CONSUMERS? Bite Size Role is to pique curiosity and create awareness. moving customers along the purchase path
  59. 59. Snack Size Role is to garner concentration and provoke consideration. HOW DO YOU HOOK CONSUMERS? moving customers along the purchase path
  60. 60. Meal Size Further connect, trigger advocacy, provide utility and education. HOW DO YOU HOOK CONSUMERS? moving customers along the purchase path
  61. 61. WHAT’S HOT AND WHAT’S NOT. moving customers along the purchase path
  62. 62. You then need to understand what stage in the customer journey your target market is in. moving customers along the purchase path
  63. 63. Business Objectives + Overall Content Goal for Social: • Brand awareness or reinforcement • Lead conversion and nurturing • Customer conversion • Customer service • Customer upsell YOUR CONTENT GOALS WILL REFLECT YOUR CUSTOMER’S LIFECYCLE STAGE moving customers along the purchase path
  64. 64. Mapping content to the relevant stage of the content journey awareness familiarisation conversion support & advocacy Put your product in front of people before they decide what to buy. Show the USP of product relevant to the target’s interests. Drive consideration of your product. Convince people that your product more than meets their needs. Deliver conversion by being overt in our encouragement of people to buy your product. Enhance the experience for people once they have bought your product. Prompt people to share their experience before, during and post use. customer journey stages: content goals: moving customers along the purchase path
  65. 65. awareness familiarisation conversion support & advocacy Mapping content to the relevant stage of the content journey customer journey stages: content goals: content types: Entertaining, emotional, inspirational and sharable content. Rational, heritage, stories, practical content mixed with content that gives a real flavour of the brand. ‘Product’ centric content that includes direct & indirect calls to action. Coupons. Useful, helpful + entertaining content. Content that prompts UGC. Put your product in front of people before they decide what to buy. Show the USP of product relevant to the target’s interests. Drive consideration of your product. Convince people that your product more than meets their needs. Deliver conversion by being overt in our encouragement of people to buy your product. Enhance the experience for people once they have bought your product. Prompt people to share their experience before, during and post use.
  66. 66. Customer journey stages: awareness familiarisation conversion support & advocacy moving customers along the purchase path
  67. 67. Customer journey stages: awareness familiarisation conversion support & advocacy moving customers along the purchase path
  68. 68. Customer journey stages: awareness familiarisation conversion support & advocacy moving customers along the purchase path
  69. 69. Customer journey stages: awareness familiarisation conversion support & advocacy moving customers along the purchase path
  70. 70. Groups of 4: Pick one of your brands and come up with 4 content ideas that cover each stage of the customer journey. awareness familiarisation conversion support & advocacy
  71. 71. WITH THIS ON SCREEN: 10 MINS TO COME UP WITH 4 CONTENT IDEAS THAT COVER EACH STAGE OF THE CUSTOMER JOURNEY
  72. 72. 5. TOV, distribution and propagation.
  73. 73. Identifying the type of content you need is just one part of the mix – you need to consider the tone of how you communicate. TOV, distribution & propagation
  74. 74. TOV, distribution & propagation
  75. 75. TOV, distribution & propagation
  76. 76. Creating relevant content in the right tone is only one part of the content management process. You need to ensure this content is distributed and propagated online for maximum effect. TOV, distribution & propagation
  77. 77. Distribution & propagation Organic / Paid / Earned TOV, distribution & propagation
  78. 78. FLORA TOV, distribution & propagation
  79. 79. Testing your hydration levels through a clever and addictive Facebook game to win a Samsung Galaxy Tab. Deep RiverRock THE HYDRATION CHALLENGE TOV, distribution & propagation
  80. 80. CONTENT TOV, distribution & propagation
  81. 81. TOV, distribution & propagation
  82. 82. The content management process Identify content need Identify relevant content format Publish Amplify across channels Engage with fans & FOFs Evaluate Re-purpose TOV, distribution & propagation
  83. 83. 1. Who’s currently using paid? 2. Is it being targeted? 3. How much do you need to spend? 4. Who’s over relying on comps/giveaways for reach?
  84. 84. 1. Who’s currently using paid? 2. Is it being targeted? 3. How much do you need to spend? 4. Who’s over relying on comps/giveaways for reach? A sign of a failed social strategy is when competitions are the only real engagement you have on social.
  85. 85. 6. What does success look like?
  86. 86. Successful content mgmt within social = depth & breadth of engagement Breadth of Influence:Depth of Engagement: Are people actively and positively engaging with us on our brand platforms? Primary Focus: Owned Media Are people paying attention to you, positively contributing to conversations and advocating on behalf of you across the web? Primary Focus: Earned Media what does success look like?
  87. 87. Sample engagement metrics OBJECTIVE METRICS KPI CONSUMPTION Reach (Paid vs. Organic Reach, Potential Reach) COLLABORATION Community Size (Total no. of Fans, Followers) Community Growth Rate Content Interaction (Like, Rate, Comment, Share) Frequency of Interaction (Average Engagement Rate) CREATION Participation Rate (participation in community-led mechanics) User-generated content (No. of pieces, engagement rate) ENGAGEMENT MANAGEMENT Brand: Comm. Member Response Ratio Brand: Comm. Member Speed (real time relevance)
  88. 88. Breadth of influence Your online influence is determined as much, if not more, by how others talk about the brand online. To drive share of voice, you must actively and consistently monitor and manage online conversations, pro-actively building relationships across the web. Media Partners Influencers Communities Fans Sphere of Digital Influence: what does success look like?
  89. 89. BREADTH OF INFLUENCE – SAMPLE METRICS & KPIS OBJECTIVE METRICS KPI (FROM-TO) SHARE OF VOICE Level of Mentions SENTIMENT Positive & Neutral Sentiment ADVOCACY Fan Shares Influencers Shares No. & Reach of Fan & Influencer- created Content (blog posts, tweets, articles) SEARCH Increase in positive search terms e.g. useful RELATIONSHIP MANAGEMENT Pro-active Brand Participation in relevant third party conversations No. of Actively Managed Influencer Relationships what does success look like?
  90. 90. Other considerations for a strong foundation A set of policies that reflect the brand’s vision in the social & compliance framework (if necessary) Oftentimes, a number of people are required to work together to deliver and manage content - it’s critical that everyone understands their role Ability to listen to conversations to generate insights that can feed into generation of relevant conversation themes Identification and utilisation of relevant social tools to deliver efficiencies Social Tools Listening & Analysis Process People Role Definition Social Media Policies & Governance what does success look like?
  91. 91. Listening & analysis • Facebook Insights • Falcon/Sprout Social • Google Analytics • Radian 6 • Topsy • YouTube Analytics what does success look like?
  92. 92. So once all that’s done - it results in a great one of these…
  93. 93. THE CONTENT CALENDER
  94. 94. Key things to take away… • A content strategy is one element of your overall social strategy. • You’ve now identified your business objective for social and your primary content goal. • You’ve thought about some personas for your brand and how to tap into their digital behaviours. • You’ve identified potential content themes for your brand. • You’ve generated content ideas to move consumers along the customer journey. • We’ve discussion the importance of good content distribution. • And now you’ve a better idea on what you should be measuring in social media.
  95. 95. Q & A

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