The document discusses building an effective social media calendar. It recommends planning content around consistent weekly themes to engage audiences, such as Motivation Mondays. The calendar should include posts for multiple social media channels. Creating valuable, branded content and sharing others' content helps build genuine relationships and brand awareness. Metrics should track engagement and success should be measured to inform future strategies. Planning social media is important for word-of-mouth marketing, customer analysis and engagement.

1. Power Hour: Building an Effective
Social Media Calendar
Jonathan Mosley
Managing Director, GEM Vancouver
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2. About GEM

3. VIU Shift Conference
Our Mission
We do this using exceptional internal and
external communications strategies.
delivers one thing:
measurable growth
Social Media Calendar | @GEMAdvertising

4. Meet the presenter
Jonathan Mosley
● Marketing and Business Development
● Operations / Project Management
● Hospitality / Ski Industry
@mosleythinks
Social Media Calendar | @GEMAdvertising
@GEMAdvertising

5. VIU Shift Conference
What is a Brand?

6. The Marketing Landscape
Earned Media: public relations, word-of-mouth,
reviews, viral trends
Owned Media: website, brand and sales collateral, blog
and other creative content you control
Paid Media: purchased space on any channel - i.e. TV,
radio, PPC, display, native, print, etc.
VIU Shift ConferenceSocial Media Calendar | @GEMAdvertising

7. Social Media Strategy

8. VIU Shift Conference
Why have a social strategy?
Word of mouth power
Customer &
performance analysis
Brand Awareness
Customer Engagement
Social Media Calendar | @GEMAdvertising

9. ● Map your customer pathway
with touch points from
awareness to conversion
● Ad/post views to clicks to
page hits to action (CTA?)
● Loyal Followers share and
comment
VIU Shift Conference
Audience Vs. Traffic
Social Media Calendar | @GEMAdvertising

10. ● Give them something to talk
about, valuable content
● Authentic voice, organic
content
● Plan content, use right tools
● Engage other businesses,
thought leaders, & customers
VIU Shift Conference
Audience Vs. Traffic
Social Media Calendar | @GEMAdvertising

11. Building a Social Media Calendar

12. VIU Shift Conference
Planning Your Calendar
Social Media Calendar | @GEMAdvertising
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Motivation
Monday -
What
inspires us
About Us -
Get to know
and like us
Wicked
Wednesdays
– New
product,
service, or
offering
Throwback
Thursday -
Look where
we’ve come,
or just
nostalgia
Customer
Appreciation
- Share
review or
customer
story
Thought
Leadership –
Share
content by
industry,
creative, or
academic
leader
Community
Fun - What’s
happening
near your
business this
week

13. VIU Shift Conference
Sample Calendar Day
Social Media Calendar | @GEMAdvertising
Day: Monday
Channels: Facebook, Twitter, Instagram
Content: #MotivationMonday
● Facebook: This #Wassily chair is an icon
of modernism and epitome of the
Bauhaus movement. #CreativeCrush
#MotivationMonday #Breuer #Bauhaus
● Twitter: The #Wassily chair is so elegant
& versatile. Love Breuer’s work.
#MotivationMonday #Bauhaus
● Instagram: Simplicity in all its glory.
#DesignGoals #MotivationMonday
#Wassily #Breuer #Bauhaus #Decor

14. VIU Shift Conference
Conclusions
Social Media Calendar | @GEMAdvertising
Brand must reflect your values & develop its own voice
Post regularly and consistently
Create genuine relationships with an engaged audience
Plan using themes and share others content
Create and share content that your audience will value
Have a CALL TO ACTION & measure success

15. Jonathan Mosley
Jonathan@GEM-Advertising.com
www.GEM-Advertising.ca
Thank You
@mosleythinks
Social Media Calendar | @GEMAdvertising