Writing for social media
•Download as PPTX, PDF•
1 like•1,112 views
Materials used in CSU East Bay Continuing Ed class.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Writing for social media
Similar to Writing for social media (20)
More from Daryl Pereira
More from Daryl Pereira (20)
Recently uploaded
Recently uploaded (20)
Writing for social media
- 1. Writing for Social Media CSU East Bay 2018
- 2. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads Source: DemandMetric
- 3. Over300 hoursof video are uploaded to YouTube every 3 minutes Source: Statista
- 4. How do you stand out in the crowd?
- 6. Building an effective social content strategy
- 7. What is it? Documents how you use content to achieve your business objectives. What are the key components? “ABCs,” conversation, budgets, production partners, and KPIs. Content strategy Why is it important? To ensure you are getting the best return possible for your content investment.
- 8. Understand your ABCs Audience Brand Competition Audience What does your audience care about? ◦ Use empathy map to understand what do they think, feel and do ◦ What are their pains and aspirations What content is your audience ◦ Searching for ◦ Talking about ◦ Consuming Brand How are we filling the audience demand? ◦ What is the conversation we are having now? ◦ Can our offerings address the pain points of our audience? ◦ Where do we show up in search? Competition How is your competition filling the demand? ◦ Top-performing content ◦ Voice, look, and feel ◦ Key topics ◦ Differentiators
- 9. Tips for understanding your audience • Ask friends and colleagues who have an interest in the topic • Use social listening tools like www.buzzsumo.com • SEO: search Google for the keywords that define your offering and look at the results • Look at how popular ads address them in print, digital and on TV. What pain points do they address?
- 10. Same story, different angles (via Buzzsumo) Source Source
- 11. Identify the Conversation Audience Brand Competition What is the conversation you want to have with your audience? ◦ It needs to be a conversation your audience wants to have… ◦ One that we can realistically and authentically deliver… ◦ And one that is unique and differentiated from our competition
- 12. Care Consider Choose Attract your audience with a strong hook Help those in the market understand why you are the best option Share detailed information about your offering so they convert Conversation Plan Customer Journey
- 13. Building out a concept
- 14. What are the key components? Human truth, the backbone of your story, and the 3Cs Concept Brief Why is it important? A concept brief is backed by tailored insights and triggers great creative thinking. What is it? The concept brief translates the insights from the client into creative fuel. It jump starts the creative thinking that will build a bridge between business objectives and audience truths.
- 15. All great stories depend on a single idea—that one truth we can all rally around. This is the human truth. ◦ In a world where… (audience truth) ◦ What if we… (creative challenge) ◦ Because… (unique evidence) ◦ And that will… (audience outcome) ◦ But consider… (white space, DOs, DON’Ts) Developing the Concept
- 16. Asset Brief What asset should I build for each network? Use the tipsheet What is it? The specific details needed for each asset to begin production (format, type, budget, timeline, etc.) Why is it important? To ensure you produce great assets that effectively tell your story in market.
- 19. Source Tools ◦ Animoto ◦ Adobe Spark
- 21. Making content
- 22. Using story structure Which story structures are best suited for the story you are telling? ◦ Monroe’s Motivated Sequence ◦ Duarte’s Sparkline ◦ Freytag’s Pyramid
- 23. Monroe’s Motivated Sequence Attention Problem Solution Vision Action Monroe’s Motivated Sequence is a persuasive structure designed to capture attention, expose a problem, introduce a solution, showcase a vision and compel action.
- 26. Duarte’s Sparkline Duarte’s Sparkline is an educational structure that creates a series of contrasts between “what is” and “what could be” to motivate action from the audience. What could be What could be What is What is What is What is What could be Reward Gap
- 28. Duarte’s Sparkline What could be Spending $1 on razors What could be Just what you actually need: razors with aloe What is Spending $20 on Razors What could be Getting razors delivered to your door Reward Figuring out where to stack your savings What is Forgetting to buy your blades every month What is Shopping for razors What is Shave technology you don’t need “Our Blades are F’ing Great by Dollar Shave Club”
- 29. Freytag’s Pyramid Freytag’s Pyramid is a traditional 5-part story structure with an exposition, rising action, climax which turns the story, falling action and clear resolution. While a utilitarian structure for any story, it’s particularly effective for helping tell client stories. Climax Exposition Resolution
- 30. Freytag’s Pyramid (modified) This structure will help connect our audience with “like minded” individuals, showcase the extent of the client’s challenge, how they arrived at their decision, the outcomes or benefits, and the ultimate return on the investment. Decision Connection Return
- 32. Freytag’s Pyramid “Bay Fish & Trips” by Google Connection: Stuart & Sandra’s professional backgrounds Challenge: Running a business/problems with traditional marketing Decision: Finding Google Adwords Outcome: How it works & positive business impact brought by Adwords Return: Personal benefits of having a successful small business
- 33. The first storyboard Walt Disney Studio was the first to use storyboarding in the early 1930s for Three Little Pigs. An animator drew scenes on separate sheets of paper and pinned them up on a bulletin board to tell a story in sequence.
- 34. Focus on the big picture Try not to get caught up in the details of every scene, you'll have time to work through them before or during production. In the beginning, it's important to keep your eye on the overall story and how the big ideas fit together. Getting started: Begin with the most memorable moment and go from there.
- 35. Keys to a great blog post or an article Article length between 500 and 800 words. In-depth pieces may require a longer word count, but readers prefer shorter, especially on mobile. CTA above the fold, and another at the end. Reach people who don't scroll through the entire article while maintaining traditional CTA placement at the end. Use Data! Assign facts and numbers that relate to the value you’re trying to convey in your post. If your value proposition is to save time, your number could be save 30 minutes of time. Numbers and facts drive 36% more traffic to your blog. Make it Scanable.
- 36. A headline is a promise to our audience we must pay off, not clickbait. Keep headlines short and direct. Have a great hook. Headlines with approximately 7– 10 words earn the highest number of clickthroughs. Headlines with a neutral sentiment do not perform as well. Headlines that convey strong positive or negative emotions tend to perform better. If stuck, have fun and create the worst headline possible and then try to beat it. Try the Headline Analyzer at CoSchedule https://coschedule.com/headline-analyzer Write Better headlines
- 37. Great Headlines #1 THE BURNING QUESTION Will your website survive the Google Mobile Penalty? #2 THE CLASSIC HOW-TO How to eat on less than $1.00/meal. #3 THE HOW-TO CASE STUDY How we increased our Facebook traffic by 332%. #4 THE UNEXPECTED COMPARISON Why you should be building trust, not traffic. #5 THE GUIDE A data-driven guide to creating viral content.
- 38. Great Headlines #6 GOOFS, ERRORS, AND MISTAKES 5 common errors that sway you from making good decisions. #7 THE CLASSIC LIST POST 3 creative ways to hear your inner truth. #8 THE WHY Why SEO is actually all about content marketing. #9 THE REASONS WHY 6 reasons successful people are wearing the same thing every day #10 THE TWINS How to be consistent: 5 steps to get things done, all the time.
- 39. Social tiles Keys to social You have less than 3 seconds to get your audience’s attention. There are three key elements to craft an engaging social tile: 1. Imagery: High quality image, eye-catching to break through the clutter. 2. Copy: Short, to the point, giving your audience a glimpse of what they’ll get if they click through. 3. CTA: Should invite your audience to click through. It can be written as part of the copy or in the shape of a button, depending on format.
- 40. Image with link preview With Video CTA Button Image 1200 x 628 Post Copy 90 characters Headline 25 characters Link Description 30 characters Link preview posts
- 41. Photo posts Post Copy 90 characters Image 1200x900 With Image With GIF GIF will autoplay and loop in the feed GIF must first be hosted on a third- party site (like Giphy) and then pasted in
- 42. Thing to remember when shootingRule of Thirds (more a guideline) Video composition When filming or photographing people, it is common to line the body up to a vertical line and the person's eyes to a horizontal line. If filming a moving subject, the same pattern is often followed, with the majority of the extra room being in front of the person (the way they are moving)
- 43. Establish [wide] shot POV [point of view] Birds-eye Close-up / Extreme Close-up Medium Selfie Shot types
- 44. Quick Tips: Identify available light sources around you Know where to shoot from Move around until there is most light on what you’re filming, pay attention to your subjects face Consider using a bounce card Lighting
Editor's Notes
- Use your marketing business plan as input to help you complete the ABCs. Also leverage MD&I and sales if needed. MD&I has social listening data about your audience that can help. They also have competitive intelligence that will help with the competitive piece. Use SEO keyword data from BrightEdge to learn what your audience is searching for. BRAND Social Monitor: https://w3-03.sso.ibm.com/marketing/mi/mihome.nsf/pages/Brand+Social+Monitor OFFERING Social Monitor: https://w3-03.sso.ibm.com/marketing/mi/mihome.nsf/pages/Offering+Social+Monitor BUYER Social Monitor: https://w3-03.sso.ibm.com/marketing/mi/mihome.nsf/pages/Buyer+Role+Social+Monitor
- All Great stories depend on a single idea – or key insight, that one truth that we can all rally around…this is what we call the “human truth”. The Human truth that you identify is used as the catalyst to start telling your story. A story that establishes the context, the tension your audiences faces, how your offering is unique in solving that tension, and outcome it can enable.
- Monroe’s Motivated Sequence is a persuasive structure, originally for oratory purposes, that was designed by college professor Alan H. Monroe. The sequence consists of five sections that work together to motivate the audience to take a desired action: Attention- compel the audience to stand up and take notice, provoking enough interest for them to want to delve further into the story. Problem- make the audience feel that balance is thrown off on a particular subject- that something is open ended and requires specific action, generally making them feel a bit uncomfortable. Solution- present a logical response to the problem you posed earlier, the key is for the solution to be logical from the audience’s perspective. Vision- show the audience the difference between doing something (what you propose), and doing nothing (maintaining the status quo). The more realistic, detailed and descriptive the better. Action- give the audience an exact action you want them to take and make it something they, alone, have the power to do, making sure the action can be tackled immediately and that it’s a reasonable ask.
- Duarte’s Sparkline is a structure that’s designed to create a series of contrasts between “what is” and “what could be.” Developed by author, writer and speaker Nancy Duarte, the “sparkline” was her approach to illustrating the arc of storytelling persuasion. The structure is particularly effective in painting a picture of how a concept can create a better future state, or how a solution’s new capabilities differ from the existing alternatives (or status quo). The structure consists of the following components What is: the current situation or status quo- this piece of the story should paint the concept in an unflattering or limiting light. What could be: showcases a new place, an ideal place, the audience wants to be or get to through the process of change. The Gap: the move from what is, to what could be, which is your differentiated approach that enables the audience to reaching that new place. Reward: the final “utopia” that results from the combination of the benefits of this future state made possible by your idea (concept or solution). that it’s a reasonable ask.
- Freytag’s Pyramid is a traditional 5-part story structure with an exposition, rising action, climax which turns the story, falling action and clear resolution. While a utilitarian structure for any story, it’s particularly effective for helping tell client stories from the perspective of the client.
- This is a great format for telling client stories.