The following presentation was created for Monash University to aid in the awareness and education of their content strategy, and importance/value of developing rich media content.
Marketing Plan - Social Media. The Sparks Foundation
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Digital & Social Media Strategies Series: Rich Media Content Strategy
1. Social Media Content Strategy:
The importance of social media, small
objects and sharing.
November 2012
Michelle Sawyer
Office of Marketing & Communications
2. Why is content so important?
â˘âŻ What are Small Objects
â˘âŻ Generating Reach with Social Media
â˘âŻ The Different Voices of Social Distribution Channels
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3. What is shared across Social Media are called
âsmall objectsââŚ
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4. The way that social media generates reach is
through sharingâŚ
A
u
d
i
e
n
c
e
1. Original Post,
containing a
small object is
shared across an
owned social
audienceâŚ
2. The original
post is then
shared by a
secondary party
or parties across
their social
audiencesâŚ
3. The original
small object or
secondary post
is then shared
across another
new audience by
a third partyâŚ
4. Multiple
shares are
occurring of
the original,
secondary and
third party
shared small
object, post or
both. Other
related small
objects to the
original post,
is also likely
being shared
at this point.
Shares
Sharing out content via social media, is also a great way to combat content theft and is measurable.
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5. Self Promotion
â˘âŻâIâm learning how to
make great apple pie
via this clip on
YouTube.â
â˘âŻEducational and
passion related posts
â˘âŻ25 â 30+
demographic
â˘âŻSpelling and
grammar highly
valued
â˘âŻConsumer
engagement is
passionate
LinkedIn
â˘âŻâThis is a great
recipe for how to
make apple cider.â
â˘âŻNews and topic
focused posts
â˘âŻ20 - 25+
demographic
â˘âŻSpelling and
grammar of mixed
value
â˘âŻConsumer
engagement is mixed
(negative or positive,
passionate)
Google+
â˘âŻâI just ate the best
apple!â
â˘âŻEgocentric posts
â˘âŻ20+ demographic
â˘âŻSpelling and
grammar not highly
valued
â˘âŻConsumer
engagement is either
negative or positive
Twitter
Facebook
Every social distribution channel is different
and has itâs own voiceâŚ
â˘âŻâResearch shows
overseas importation
of apples are hurting
Australian growers.â
â˘âŻIndustry and Career
focused posts
â˘âŻ25 â 30+
demographic
â˘âŻSpelling and
grammar highly
valued
â˘âŻConsumer sentiment
is passionate
Self Actualisation
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6. What is Monashâs content strategy?
â˘âŻ
â˘âŻ
â˘âŻ
â˘âŻ
â˘âŻ
Calculating The Value of a Social Campaign
The Host, Hub & Distribution Method
Structuring Social Posts
Dealing with Negative Comments
Developing Monashâs Tone of Voice
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7. The value of a social media campaign or âsmall
objectâ can be calculated in a similar way to
traditional mediaâŚ
Campaign
($)
Engagement
Cost per
Reach $
Example: (A video production cost of $1000 + $1000 TruView ad spend) / 50,000 views on YouTube =
$0.04 per view
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8. Creating âvirilityâ is not as simple as a single
post on a social channel...
Content
Hosting
Channels
â˘âŻYouTube for video
â˘âŻFlickr for images
â˘âŻVisual.ly for infographics
â˘âŻScribd for PDFs
â˘âŻSlideShare for PPTs
Hub
â˘âŻMonash Website
â˘âŻBlogs
Content
Distribution
Channels
â˘âŻFacebook for branding and discussion
â˘âŻTwitter for news and events
â˘âŻPaper.li for Twitter lists
â˘âŻStorify for #hastags
â˘âŻLinkedIn for branding, news and events
â˘âŻGoogle+ for branding and discussion
Content Distribution Model
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9. Social media works on the same reach and
frequency principals as traditional media in
order to be effective...
Social media posts are similar to editorial
content for traditional media, like a newspaper.
Using a platform like Hootsuite, you can
schedule posts across multiple platforms either
individually or in bulk, and can view the
publishing schedule to measure frequency.
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10. âTrollsâ are unfortunately everywhere, but there
are correct ways to deal with themâŚ
Often the best method is to use a combination of methodologies. The most powerful responses are the Human Voice* methods, as
social media is about dealing with people as people, not as a company or business entity. Always remember that your reply, though
posted to an individual, acts as a response for your entire audience.
*Graph is by Laurel Papworth (Silkcharm), sourced from her Diagram set on Flickr.
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11. Social Media has transformed businesses from
âuntouchable entitiesâ to âtangible peopleââŚ
If Monash University was a
personâŚ
What
Who would
What
How old
they be
would they
would they would they
look like?
friends
be
be?
with?
interested
in?
Audience
Profile Branding
Lists &
Followers
Content & Posts
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12. How should we create content?
â˘âŻ External Content Providers
â˘âŻ Internal Content Providers
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13. Production quality with social media content is
essential to engagementâŚ
External Providers
â˘âŻ Digital production and creative agencies, like BMF, specialise in
creating stylised digital content for niche audiences
â˘âŻ They offer a higher quality end product across a range of digital
mediums
â˘âŻ The OMC Brand Team have lists of recommended providers
across various media and provide advice on provider enquiries for
Monash University
Social Media Sites
â˘âŻ Visual.ly, specialising in infographic and motiongraphic content,
promotes designers for hire via a section in the website called
âMarketplaceâ
â˘âŻ Freelancer.com.au is a social media network site that connects
business with freelancers who specialise in a wide variety of
fields, including graphic design and content production
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14. But letâs not forget our most important resource
â our students and staffâŚ
Monash Staff
â˘âŻInfluencers, media representatives
â˘âŻKey benefit for Staff:
â˘âŻProvides and opportunity to increase their their profiles both internally and externally,
champion the university and themselves as world leaders in their fields.
â˘âŻKey benefit for Monash:
â˘âŻBuilding our reputation globally and attracting like leaders to the university.
Monash Students
â˘âŻPhotographers, videographers, talent, internships
â˘âŻKey benefit for students:
â˘âŻProvides work experience, an opportunity to build a folio of work for future employment
and gain global exposure.
â˘âŻKey benefit for Monash:
â˘âŻWe will be promoting our students (product) and building our global reputation.
Monash Alumni
â˘âŻInfluencers, guest speakers, lecturers
â˘âŻKey benefit for Alumni:
â˘âŻProvides an opportunity to increase their networks and personal profile as a leader in their
field to a global audience.
â˘âŻKey benefit for Monash:
â˘âŻWe will be promoting our alumni (product) and building our global reputation.
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