Curating & Creating Content
for Social Media
#Social4Good
@terrylozoff | @socialmel

Why is GOOD content important?
Good content produces results
•  56% of those that support nonprofits on the Social Web
confirm that compelling storytelli...
Good content cuts through
•  86% of marketers are using content marketing to attract or
engage customers
•  Changes Facebo...
#Social4Good
@terrylozoff | @socialmel

What is social content?
Social content, in all of its beauty
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

Short-form written (tweets, facebook po...
#Social4Good
@terrylozoff | @socialmel

What content is right for
my organization?
The content that’s going to tell your story
best.
The content you have access to

Events	
  

Company	
  
Blog	
  

Fundraisers	
  
Founders	
  
Employees	
  

Local	
  
Ha...
The resources you have
There is a lot that goes into curating and creating content for
social. In an ideal world, you woul...
#Social4Good
@terrylozoff | @socialmel

How do I organize and
plan content?
Editorial Calendar
The editorial calendar is the tool that will keep you organized
and on track as you move from strategy ...
Monthly Content Brief
#Social4Good
@terrylozoff | @socialmel

10 content tips and ideas
to communicate your story and engage
your audience
Value-Driven: Provide tips, utility
Fundraising: Get creative
Fundraising: Real time & reactive
Fundraising: Real time & reactive
Real time: trending topics
Real-time: Planning your reaction
Donor Impact: Show off results/actions
Education: Share stats/shine a light
UGC: Encourage it/Reward it
92% of consumers say they trust earned media, such as social media,
word of mouth, recommendat...
Create a sense of exclusivity
Channel Specific: Take advantage of features
#Social4Good
@terrylozoff | @socialmel

How do I engage my audience beyond a
single piece of content?
Mini Campaigns: For the love of Moxie

•  5-day Valentine’s Day themed contest inspired by a fan
•  Sent a case of Moxie
•...
Interactive Campaigns: Involve your
community
Cross-Channel: Think integrated
Cross-Channel: Think integrated
Campaign Tools: Pagemodo
#Social4Good
@terrylozoff | @socialmel

What content trends do I need to be aware
of for 2014?
Content Trends in 2014
•  Less “random acts of content”
•  Move from quantity to quality
•  Mobile-friendly
•  Move toward...
Questions?

Follow us on Twitter!
GY&K Antler:
@antleragency / @gykmarketing
Terry Lozoff: @terrylozoff
Melanie Cohn: @soc...
GY&K Antler
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Curating & Creating Content For Social Media - GYK/Antler

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As part of Dyn's first-ever Social Media Bootcamp for Non-Profits, Terry Lozoff and Melanie Cohn from GYK/Antler put together a presentation on how to curate and create content for social media. Whether you're a non-profit or a for-profit, you'll learn a ton from this presentation.

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Curating & Creating Content For Social Media - GYK/Antler

  1. 1. Curating & Creating Content for Social Media
  2. 2. #Social4Good @terrylozoff | @socialmel Why is GOOD content important?
  3. 3. Good content produces results •  56% of those that support nonprofits on the Social Web confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits •  61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content.
  4. 4. Good content cuts through •  86% of marketers are using content marketing to attract or engage customers •  Changes Facebook has made over the past few months has resulted in an estimated 44% decrease in organic reach for brand pages •  Interesting content is one of the top 3 reasons people follow brands on social media.
  5. 5. #Social4Good @terrylozoff | @socialmel What is social content?
  6. 6. Social content, in all of its beauty •  •  •  •  •  •  •  •  •  •  •  •  •  •  •  Short-form written (tweets, facebook posts, etc) Long-form written (blog posts, articles, etc) Photography (custom/stock) Images and graphics Facebook applications Pinterest boards Vine/Instagram videos Long-form video Infographics Podcasts Conversations Comments Check ins Likes …and so on.
  7. 7. #Social4Good @terrylozoff | @socialmel What content is right for my organization?
  8. 8. The content that’s going to tell your story best.
  9. 9. The content you have access to Events   Company   Blog   Fundraisers   Founders   Employees   Local   Happenings   Pop  Culture   Partners   Industry   News   UGC  
  10. 10. The resources you have There is a lot that goes into curating and creating content for social. In an ideal world, you would have access to all of the following skill sets: •  •  •  •  •  •  •  •  Research Curators/Social Listeners Copywriting Design Editorial Planning Photography Videography Organization-related expertise
  11. 11. #Social4Good @terrylozoff | @socialmel How do I organize and plan content?
  12. 12. Editorial Calendar The editorial calendar is the tool that will keep you organized and on track as you move from strategy into activation. •  Annual Calendar: All of the important dates, milestones, events, etc. throughout the year. •  Monthly Calendar: A tool to use every month in planning your content.
  13. 13. Monthly Content Brief
  14. 14. #Social4Good @terrylozoff | @socialmel 10 content tips and ideas to communicate your story and engage your audience
  15. 15. Value-Driven: Provide tips, utility
  16. 16. Fundraising: Get creative
  17. 17. Fundraising: Real time & reactive
  18. 18. Fundraising: Real time & reactive
  19. 19. Real time: trending topics
  20. 20. Real-time: Planning your reaction
  21. 21. Donor Impact: Show off results/actions
  22. 22. Education: Share stats/shine a light
  23. 23. UGC: Encourage it/Reward it 92% of consumers say they trust earned media, such as social media, word of mouth, recommendation from friends and family, above all other forms of advertising
  24. 24. Create a sense of exclusivity
  25. 25. Channel Specific: Take advantage of features
  26. 26. #Social4Good @terrylozoff | @socialmel How do I engage my audience beyond a single piece of content?
  27. 27. Mini Campaigns: For the love of Moxie •  5-day Valentine’s Day themed contest inspired by a fan •  Sent a case of Moxie •  40 photo entries, 430 likes, 80 shares, 28 comments
  28. 28. Interactive Campaigns: Involve your community
  29. 29. Cross-Channel: Think integrated
  30. 30. Cross-Channel: Think integrated
  31. 31. Campaign Tools: Pagemodo
  32. 32. #Social4Good @terrylozoff | @socialmel What content trends do I need to be aware of for 2014?
  33. 33. Content Trends in 2014 •  Less “random acts of content” •  Move from quantity to quality •  Mobile-friendly •  Move toward value-driven •  Cross-platform storytelling •  More integration with physical consumer touch points
  34. 34. Questions? Follow us on Twitter! GY&K Antler: @antleragency / @gykmarketing Terry Lozoff: @terrylozoff Melanie Cohn: @socialmel
  35. 35. GY&K Antler

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