Break Through the Clutter: Create a Social Content Plan in Four Steps

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A recent study reported that every minute of the day over 200 million emails are sent, close to 700,000 pieces of content are shared on Facebook, and 100,000 tweets are, well, tweeted. Wow, people sure are busy creating social content!

But, how much of that content gets viewed and truly processed? This data deluge compromises our ability to process even the most personal information. How can organizations break through the clutter, reach audiences, and deliver on brand promise?

Through real-life examples from influential nonprofit organizations, we will outline the four steps necessary to create a social content plan that will reach and resonate with your audiences and achieve your goals.

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  • not one size fits all, but tells the complete story when viewed comprehensively \n
  • Recently, Facebook page announced owners with more than 5,000 fans will soon have access to advanced post targeting options including age, gender, relationship status and education.\n
  • The center should be a platform you own and control.  Your website should have a domain name that you own.  Building a long-term web presence on a social media site where you don’t control the terms of service can be costly.  Remember a few years ago when MySpace was the greatest thing going?  Although still in use, it is not as popular today. What if you built your presence mainly there? With the constant changes in the social media arena, it is important to also link back to your hub where you decide the content and the presentation.\nSearch is really important.  Very few people still pull out the paper phone book to look for products and services. People may find out about you from Twitter or Facebook or word-of-mouth, but they still Google you as well.  Google is the number one place consumers look online for information about a local business, and Google’s market share of US search was over 66% as of February 2012.  Your business has to be found on Google and your website (with content that is regularly updated) is the best way to make sure that happens. Your content on social media is important for customer engagement and can increase your website’s ranking, but if your primary content is only on social media sites or in email lists it is not as visible to Google and new customers won’t find you.\nYou have more flexibility in your social media strategy.  Rather than try to get all social media platforms started at once, I recommend you choose one or two to start with. As necessary, you can add spokes as you get more comfortable with social media and start to see results. You can experiment with new platforms like Pinterest or Instagram if that is where your customers are. You can abandon spokes which do not deliver results for your goals without having to redo your whole strategy.\nIt easier to coordinate your message across the various social media platforms using a hub and spoke system.  You don’t want to repeat the exact same content on each platform, but neither do you want to create silos of information that are not related.  In an upcoming post I’ll talk further about using an editorial calendar to also help with this coordination.\n
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  • Establish your voice before you tell your story…\n
  • buffet table, not something for everyone, make it intentional\n
  • Education: how-to guides, facts, interviews\nEntertainment: humor, action, drama\nEngagement: questions, trivia, real world events\nInspiration: success stories, quotations, milestones\nCalls to action: do this now\nRandomness: impromptu posting\n
  • Education: how-to guides, facts, interviews\nEntertainment: humor, action, drama\nEngagement: questions, trivia, real world events\nInspiration: success stories, quotations, milestones\nCalls to action: do this now\nRandomness: impromptu posting\n
  • Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
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  • Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
  • Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
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  • Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
  • Path scored a homerun here, garnering more than the usual likes and shares. Usually <50 likes\n
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  • – curiosity, thirst for more content\n
  • Brand promise\n
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  • Brand promise\n
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  • Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe’ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n \nmapping of relevant events, marketing efforts, holiday specials\n
  • Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe’ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n \nmapping of relevant events, marketing efforts, holiday specials\n
  • Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe’ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n \nmapping of relevant events, marketing efforts, holiday specials\n
  • Mike Lewis, Stand Out Social\n
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  • Break Through the Clutter: Create a Social Content Plan in Four Steps

    1. 1. BREAK THROUGH THE CLUTTERCreate a Social Content Plan in Four StepsNovember 13, 2012Call Info:U.S.  &  Canada:  866.740.1260Access  Code:  8185541
    2. 2. Housekeeping Please  submit  your  ques>ons  via  the  chat.   We  will  have  about  15  minutes  for  Q&A  at   the  end  of  the  webinar.   We’ll  send  you  a  link  to  the  archived   webinar  within  a  few  days.
    3. 3. LAURA KISAILUS
    4. 4. Source:  Domo.com
    5. 5. Cut through the noise
    6. 6. Be the creative packaging + the toy inside!
    7. 7. Models Skills ProcessExamples
    8. 8. Creativity at 70 mphSocial media content is a lot like advertising
    9. 9. Today’s model
    10. 10. Modern communication model•Who  is  most  interested  in   •What  pla8orms  will  you   •What  are  you  goals?your  brand? use  to  tell  your  story? •What  are  your  users  •Why  do  they  care? •What  messages  are  most   goals? relevant?•What  mo3vates  them? •How  can  you  adapt  for  •What  role  does  your  brand   modern  media  play  in  their  life? consump3on?
    11. 11. 4 steps to a social content plan
    12. 12. *Assumptions… You  know  your  audiences You  know  your  brand  personality You  know  your  goals Today  we  will  focus  on  owned  and  shared  media
    13. 13. Steps at a glance1.Segment  audiences  and  pla=orms2.Iden?fy  the  context  mix3.Op?mize  the  content  formaCng4.Create  content  calendars
    14. 14. 1. Segment audiences and platforms
    15. 15. How is social media content like taste buds?  I  want  to  be  educated  I  want  to  be  shocked  I  need  convincing  I  want  to  laugh  I  want  to  be  inspired  I  am  curious
    16. 16. Audience personas
    17. 17. Page post targeting
    18. 18. Develop a hub-and-spoke model Don’t overwhelm yourself. Don’t underwhelm your community.
    19. 19. Platforms with purpose
    20. 20. 2. Identify context mix
    21. 21. What kind of party are you hosting?
    22. 22. Content topics What  are  you  pos-ng  about? Standard  topics Specialty  topics  Campaigns  and  events
    23. 23. Content types How  are  you  pos-ng  about  it? Educa?onal Entertaining Engaging Inspiring Calls  to  ac?on Randomness
    24. 24. Social content matrix Types Educa-onal Engaging Inspira-onal Call  to  ac-on Global  Health Infographic   The  malaria  vaccine  Topics documen-ng  top   will  be  ready  soon!   malaria-­‐ridden   Sign  up  for  more   countries alerts! Educa-on   A  blackboard  with   a  child  wri-ng:   Reform How  will  you   improve  my   educa-on?   Obesity   Specialty  Contest:   Showcasing  states   Download  our  30-­‐ or  coun-es  that   Preven-on day  nutri8on  guide   have  reached  a   and  pin  pics  of  your   milestone  with  an   favorite  meal. image  to  support.
    25. 25. 3. Optimize content formatting
    26. 26. Quick bites of visual media
    27. 27. Quick bites of visual media
    28. 28. Partnerships
    29. 29. Partnerships
    30. 30. Brand your content
    31. 31. Calls to action
    32. 32. Calls to action
    33. 33. Curation
    34. 34. Curation
    35. 35. Inspirational and emotional
    36. 36. Personal
    37. 37. Fresh and dynamic content
    38. 38. Relevance
    39. 39. Social landing pages
    40. 40. Social landing pages
    41. 41. Social landing pages
    42. 42. Social web content
    43. 43. Firing on all pistons!
    44. 44. 4. Create content calendars
    45. 45. Look through a telescope with one eye, and a microscope with the other.
    46. 46. Plan
    47. 47. Plan
    48. 48. Timeliness Consider  your  audience’s   geographic  distribu?on Know  that  each  pla=orm is  unique Heed  best  prac?ces Measure  and  test,   test  and  measure Breathe!
    49. 49. Cut through the noise
    50. 50. Steps at a glance1.Segment  audiences  and  pla=orms2.Iden?fy  the  context  mix3.Op?mize  the  content  formaCng4.Create  content  calendars
    51. 51. Questions? Laura Kisailuslkisailus@forumone.com Resourcesforumone.com/Clutter

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