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4 Ways to Develop Amazing Social Media Content

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Are you still struggling to pull together resources that can efficiently deliver high-quality social media content? If so, you’re not alone.

55% of marketers report a lack of resources for quality content production across the industry.

Because of this, we partnered with Ignite Social Media to create this on-demand webinar to address easy and efficient content optimizations that you can incorporate into your 2018 social media strategy.

Before You Watch this On-Demand Webinar…

To help ensure you get the most out of this resource, we’ve put together a Social Content Evaluation, designed to identify the strengths and weaknesses of your current strategy. This information will come in handy throughout the webinar as we address which specific tactics can help you in the new year, based on your assessment results.

Take the assessment here: https://carusele.com/social-content-evaluation/

Published in: Marketing
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4 Ways to Develop Amazing Social Media Content

  1. 1. #ContentWebinar Today’s Speakers © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 2 Meghan Hardy Director, Community Management, Ignite Social Media Meghan is a football-loving Floridian who has been with Ignite Social Media since 2012. With over ten years of marketing experience, ranging from print to digital, Meghan has found her true passion in social media marketing. Meghan has lead community management for many brands such as P&G (Olay, Ivory, Vidal Sassoon and more), Staples, Quill, Altar'd State, while simultaneously managing the Community Management team and the Content Production team. Erin Ledbetter Senior Vice President, Carusele From client service and business development, to content strategy and community management, Erin's experience includes partnering with some of the best brands in the world on their social content strategies. She's worked with a wide variety of companies and has extensive experience developing and overseeing execution of community engagement and content strategies for some of the world’s most well- known CPG, hospitality, and retail brands. Erin also played an instrumental role in developing Carusele’s Organish® approach to social media advertising.
  2. 2. #ContentWebinar © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 3
  3. 3. 4 If you’d like the pleasure of watching the on-demand recording of this webinar you can download the video HERE © 2017 Carusele - Proprietary and Confidential
  4. 4. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 5 What staffing resources do you currently have for social media content? 62% One internal team member, responsible for all social media management, including content creation. Results are from the “Social Content Evaluation” quiz taken by webinar registrants prior to the live webinar.
  5. 5. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 6 How would you best describe your content strategy? 32%There's no set strategy for social content. We post when we have assets provided to us from other marketing channels. 41%Basic strategy that outlines our goals, brand target audience, and publishing cadence. Results are from the “Social Content Evaluation” quiz taken by webinar registrants prior to the live webinar.
  6. 6. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 7 What does your editorial planning process currently look like? 43% Content is created and published on a day-to-day basis as needed or as available. Results are from the “Social Content Evaluation” quiz taken by webinar registrants prior to the live webinar.
  7. 7. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 8 What creative resources are used to develop your social media content? 35%A combination of stock images and other marketing assets are redesigned and optimized as social content. 26%Original content is custom produced for social channels by our in-house team, agency, freelancers, and/or social influencers. Results are from the “Social Content Evaluation” quiz taken by webinar registrants prior to the live webinar.
  8. 8. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 9 How are you currently measuring the performance of your social media content? 48% Snapshots compile high-level channel metrics such as impressions, engagements, and growth. Results are from the “Social Content Evaluation” quiz taken by webinar registrants prior to the live webinar.
  9. 9. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 10 Integrated Strategic Efficient Passive 11% 24% 51% 14% Results are from the “Social Content Evaluation” quiz taken by webinar registrants prior to the live webinar. Want to see your results? Take the Social Content Evaluation Quiz HERE
  10. 10. #ContentWebinar SHARED PURPOSE FOR CONNECTION Brand Attributes Consumer Needs Define the Purpose of Your Content 11 Brand Voice Content Pillars Written Cues © 2017 Carusele & Ignite Social Media - Proprietary and Confidential
  11. 11. #ContentWebinar Why Social Content is So Valuable © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 12 Think of your social audience like a focus group.
  12. 12. #ContentWebinar 4 Ways to Develop Amazing Social Media Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 13 Repurpose Existing Assets 1 In-House Content Development 2 On-Site Content Development 3 Third-Party Content Creators 4
  13. 13. #ContentWebinar 4 Ways to Develop Amazing Social Media Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 14 Repurpose Existing Assets 1 In-House Content Development 2 On-Site Content Development 3 Third-Party Content Creators 4
  14. 14. #ContentWebinar Repurposing Existing Assets: Digital Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 15 Simple & Cost Effective! Watch out: Copyright Management
  15. 15. #ContentWebinar Repurposing Existing Assets: Digital Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 16 Content optimized to drive traffic led to a 143% increase in traffic to the brand’s website
  16. 16. #ContentWebinar Repurposing Existing Assets: Video Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 17 Platform algorithms are placing more importance on video content, with Facebook video receiving, on average, 135% more organic reach than a Facebook photo
  17. 17. #ContentWebinar Repurposing Existing Assets: Best Practices © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 18 • Make sure content matches your social voice • Ensure assets are optimized for different social channels • You don’t have to repurpose assets exactly as you received them; video assets can be edited into multiple shorter videos, GIFs, cinemagraphs, and still images • Ensure appropriate usage rights to re-use content on additional channels • Videos should be kept short • Twitter: 140 seconds • Instagram: 60 seconds • Facebook: 90 seconds • SnapChat: 10 Seconds per clip • YouTube: 60-90 seconds; compelling stories up to 10 minutes
  18. 18. #ContentWebinar 4 Ways to Develop Amazing Social Media Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 19 Repurpose Existing Assets 1 In-House Content Development 2 On-Site Content Development 3 Third-Party Content Creators 4
  19. 19. #ContentWebinar In-House Content Development © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 20 Keep a small space packed with props for quick, custom, low-cost content. Watch out: Limited use cases for select categories.
  20. 20. #ContentWebinar In-House Content Development: Best Practices © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 21 • Don’t be afraid to use your cell phone camera • Invest in lighting equipment and a flexible tri-pod for higher quality content • Stock-up on props, papers, and scrap materials to create magazine-worthy styles • Snap wide shots to ensure multiple cropping sizes that can be optimized for social channels • Also shoot vertical images and videos for use on platforms where 4:5 ratio is encouraged • Set aside an hour each week and bring a shot list to save time
  21. 21. #ContentWebinar 4 Ways to Develop Amazing Social Media Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 22 Repurpose Existing Assets 1 In-House Content Development 2 On-Site Content Development 3 Third-Party Content Creators 4
  22. 22. #ContentWebinar On-Site Content Development: In-Store © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 23 Brand assets at your fingertips. Humanize the brand with real employees. Create brand recognition and inspire in-store traffic.
  23. 23. #ContentWebinar On-Site Content Development: In-Store © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 24 Leverage regularly scheduled shoots to create seasonal content
  24. 24. #ContentWebinar On-Site Photo/Video Development: Events © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 25 Get more out of sponsorships by providing followers exclusive access. Capture a variety of content for use beyond the event topic. Watch out: Must have rights to use likeness of celebrities. Must clearly disclose presence of a photographer and purpose of use for attendees.
  25. 25. #ContentWebinar On-Site Photo/Video Development: Events © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 26 Turn a simple photoshoot into an experience for influencers to create additional content development opportunities. BONUS: Build stronger bonds with influencers, resulting in more authenticity, added value, and engagement.
  26. 26. #ContentWebinar On-Site Photo/Video Development: Best Practices © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 27 • Prepare a shot list ahead of time • Bring back-ups for everything • Take a mix of both static images and video content • Make sure you have a strong wi-fi connection for events • Ensure photography disclosure signs are set-up at events
  27. 27. #ContentWebinar 4 Ways to Develop Amazing Social Media Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 28 Repurpose Existing Assets 1 In-House Content Development 2 On-Site Content Development 3 Third-Party Content Creators 4
  28. 28. #ContentWebinar Third-Party Content Creators: Social Influencers © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 29 One influencer campaign, briefed properly, can generate hundreds of pieces of unique content featuring your brand or product.
  29. 29. #ContentWebinar Third-Party Content Creators: Social Influencers © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 30
  30. 30. #ContentWebinar Third-Party Content Creators: Photography Services © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 31 Influencer quality and variety of photography without the inflated cost of “reach”.
  31. 31. #ContentWebinar Third-Party Content Creators: UGC © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 32 60% of consumers said user-generated content is the most authentic form of content – 3X more authentic than brand- created content. - The 2017 Consumer Content Report: Influence in the Digital Age However, keep your target audience in mind: Millennials prefer real people while Boomers react better to the product or service.
  32. 32. #ContentWebinar Third-Party Content Creators: Best Practices © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 33 • Balance creative direction with creative freedom • Ensure that you’ve secured rights to re-use influencer content • Not all stock photography is created equal. Ensure you purchase rights to content that can be repurposed and edited. • For UGC Content: • Give audiences an incentive to share UGC • Use a tool to easily monitor and request permissions • Make sure you give the creator recognition
  33. 33. #ContentWebinar Measuring Content Performance © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 34 Engagement Rate: 7.1% Click-Through Rate: 0.1% Designed to Drive Engagement Designed to Drive Clicks Engagement Rate: 0.95% Click-Through Rate: 1.25%
  34. 34. #ContentWebinar Measuring Content Performance © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 35 Not all engagements are created equal!
  35. 35. #ContentWebinar Measuring Content Performance: Audience Insights © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 36 Welspun Lysol Hallmark Insights on who engaged tell us whether our intended audience reacted and how else we might be able to connect with them.
  36. 36. #ContentWebinar 4 Ways to Develop Amazing Social Media Content © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 37 Repurpose Existing Assets 1 In-House Content Development 2 On-Site Content Development 3 Third-Party Content Creators 4 But where do I begin?
  37. 37. #ContentWebinar What We Heard from You © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 38 Integrated Strategic Efficient Passive 11% 24% 51% 14% Want to see your results? Take the Social Content Evaluation Quiz HERE
  38. 38. #ContentWebinar Your Next Steps © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 39 PASSIVE Resourcing Strategy Planning Assets Optimization  Consider shift coverage for community management to distribute responsibilities across a broader team. #Collaboration  Give your content strategy focus by defining a Shared Purpose – What value are you providing your audience that they actually want from you?  Make sourcing easier with a structured weekly pillar plan. (e.g., Monday = Product info or How-to, Wednesday = Customer Appreciation or UGC, Friday = Trying something new, Sunday = Deal, offer or value positioning)  Request original assets (layered files) that let you simply remove irrelevant text overlays and add your own.
  39. 39. #ContentWebinar Your Next Steps © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 40 EFFICIENT Resourcing Strategy Planning Assets Optimization  Leverage Community Manager(s) to help with content brainstorming. They’re closest to your audience and can provide important insight.  Build an audience profile and define your Shared Purpose. Why will he or she follow you? What will he or she get in return?  Make content planning easier with a weekly pillar plan. (e.g., Monday = Product info or How-to, Wednesday = Customer Appreciation or UGC, Friday = Trying something new, Sunday = Deal, offer or value positioning)  Seek out opportunities to capture custom content at existing events. In-store displays, sponsorship booths, even employee trainings provide a unique backdrop with assets at your fingertips.  Use in platform insights tool to sort by engagement rate. Each quarter, what similarities do you see among top performing content? Looking too often will lead to conclusions on a small sample set.
  40. 40. #ContentWebinar Your Next Steps © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 41 STRATEGIC Resourcing Strategy Planning Assets Optimization  Let UGC inspire custom asset creation.  Define a clear social voice and social visual standards. Consider celebrity inspiration. What filters, colors and cropping styles will ensure your brand shines through while remaining organic to the channel?  Partner across marketing channels to identify content creation opportunities and provide shot lists to on-site creative teams.  Begin tagging content according to it’s objective, topic, original source, creative treatment, call-to-action, etc. Analyze quarterly by objective to begin drawing conclusions about the effectiveness of each variable.  Create UGC contests and Influencer activation plans in support of tent pole campaigns. These play double-duty in providing large volumes of content for future use.
  41. 41. #ContentWebinar Your Next Steps © 2017 Carusele & Ignite Social Media - Proprietary and Confidential 42 INTEGRATED Resourcing Strategy Planning Assets Optimization  Leverage your social listening tool to identify keywords and topics relevant to your audience. Bonus points: Set it up to prioritize topics raised by social influencers to stay ahead of your audience’s needs.  Revisit your strategy annually to ensure continued alignment with Shared Purpose (How have brand needs and audience needs changed?)  Ask for feedback from the community to open up blind spots. What do they want that you’re not even offering yet?
  42. 42. 43 Questions? Contact Us Today © 2017 Carusele - Proprietary and Confidential
  43. 43. THANK YOU

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