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Curing your Social Media of Shiny Object Syndrome


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Using content strategy as a foundation for making social media decisions. Delivered to AMA Columbia, SC, April 2016.

Published in: Social Media
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Curing your Social Media of Shiny Object Syndrome

  2. 2. I started by asking myself… • How do we share the stories and information that build the brand, create loyalty and increase visibility? • How do we create sustainable changes that scale efforts and show a focus on our key values?
  3. 3. Let’s first take a look at the Content Strategy and Content Marketing
  4. 4. CS vs CM by Melanie Seibert • Views content marketing strategy as a sub-discipline of content strategy. • Content strategy is a sub-discipline of user experience (UX). Considers an organization’s content holistically and shapes the way that body of content influences people’s experiences with the brand. Content strategists think about how all the organization’s content fits together. • Content marketing strategy deals specifically with content marketing. Content marketing strategists determine what content will build the customer base by helping people make decisions or solve problems at various points in their experience with the brand. • So essentially, content marketing strategy is a sub-discipline of content strategy.
  5. 5. Content Strategy Key Tools Audits Workflows Voice guidelines Style guidelines Content models Content Marketing Key Tools Editorial calendars Market segments Channel plans
  6. 6. This is Content Strategy at UofSC
  7. 7. So how does this relate to social media? Stick with me a little further…
  8. 8. –Kristina Halvorson “Planning for the creation, delivery, and governance of useful, usable content.”
  9. 9. –Margot Bloomstein “Planning for the creation, aggregation, delivery, and useful governance of useful, usable, and appropriate content in an experience.”
  10. 10. –Michael Brenner “The mindset, culture and approach to delivering your customer’s info needs in all the places they are searching for it.”
  11. 11. –Joe Pullizzi “...requires goals, different forms of content for different customer touchpoints, mapping the needs of people, the channels they prefer and the content or stories, etc.”
  12. 12. Shiny Object Test 1: Your social desires are not about you. If your actions don’t serve your customers, they don’t serve you.
  13. 13. Let’s look at a few reasons not to be on Snapchat for example • During a Time of Crisis: such as issuing a recall or providing important instructions that you don’t want to disappear. • To Administer Customer Service: you are likely to miss important messages and most customers prefer platforms such as Twitter. • For Sales-Driven Promotions: Snapchat is a channel for facilitating a one-to-one connection with your audience, akin to direct text. • Targeting Campaigns to a Particular Audience Segment: Currently, insights into Snapchat’s audience demographics are limited.
  14. 14. Shiny Object Test 2: Can my organization make a serious splash by going first in a way that truly builds a significant amount of brand value? This is few and far between. If no, test failed.
  15. 15. The Last Selfie: World Wildlife Fund World Wildlife Fund Snapchat campaign stirred the flames of animal lovers everywhere and banked on Snapchat’s core function – messages that disappear after 10 seconds – to illustrate the disappearance of endangered species around the world.
  16. 16. The Last Selfie: World Wildlife Fund According to Tuba Ugur, Communications Officer for WWF, “The urgency to act and Snapchat’s dynamic were the perfect match to disseminate our message for species. The continuity of our conservation work is vital for success. For this to happen, we have to clearly and creatively explained our reason for existence to current and prospect supporters. Millennials are targeted for this campaign, and that’s why we chose to use Snapchat, which is mostly used by them.” Results: In three days, they reached their donation target for the entire month.
  17. 17. Superbowl Live: Audi & The Onion Audi took a leap of faith on a stage as big as the Super Bowl. They partnered with The Onion, a satire magazine, to run a Snapchat campaign to increase brand awareness amongst millennials.
  18. 18. Superbowl Live: Audi & The Onion Over the course of the game, more than 5,500 people followed Audi’s Snapchat and the impact spilled over to other platforms. Audi’s Facebook fans increased by 9000 during this campaign. Snapchat reported that this was the fastest-growing account they had ever seen.
  19. 19. Shiny Object Test 3: Do you have the resources to support the shiny new object and all existing objects? Don’t burn out. Don’t let your audiences down. If no, test failed.
  20. 20. In the meantime… • Do your squats! Get your user names on new platforms ASAP, even if not using it. • Play personally. Engage on new platforms personally so you understand the ins-and-outs when your org is ready to jump in professionally. • Do your homework. Watch for case studies and blogs. Keep an eye on competitors. • Survey your audiences regularly. Know when their preferences or needs change.
  21. 21. And most importantly • Who you are: • Core values • Voice and tone guidelines • Who you are talking to: • Key audiences • Personas • How you want to tell your story: • Editorial calendar • Editorial themes • Editorial guidelines Build a content strategy framework that identifies:
  22. 22. Questions? Amy Grace Wells Content Strategy and User Experience @amygracewells