Creating Killer Content for Social Media


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  • Who are your ideal customers and prospects? What are their biggest concerns and how can you create content to be a resource for them? Where are they consuming media and what content do they need? Not all consumers are the same. Think about them in personas as you create content: Mary the working mom of two or Bob the busy small business owner.
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example.
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example.
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example.
  • Use an aggregator such as Flipboard to read news from various industries, share content based on your community’s interests.
  • Using a free tool like HootSuite, you can monitor social media conversation around brand names and/or topics.
  • Using a tool like Meltwater, you can monitor social media conversation around brand names and/or topics.
  • A team approach fosters content with fresh voices and content from various areas of the business.
  • Use special events, board meetings to capture video of your organization’s leadership. Bank it for later posts on social media.
  • With this note, we conducted a competitive analysis on how College Bowl Games used social media to engage fans. We produced a blog post and shared it on our Facebook fan page.
  • Use social media to follow people of common interests who are influencers. Develop relationships with these influencers through social media engagement.
  • Creating Killer Content for Social Media

    1. 1. Creating Killer ContentJackie Reau & Tom Callinan
    2. 2. Creating Killer Content
    3. 3. Creating Killer ContentToday’s Agenda:IntroductionsCurrent Social Media Strategies of AttendeesKnow Your CustomerResearchStrategyActivation/EngagementMeasurement
    4. 4. Social Media Challenge or Opportunity?
    5. 5. Facebook: Show your true “professional” character
    6. 6. Twitter: Short bursts of news for thought leadership positioning
    7. 7. YouTube: Quick :90 video snippets
    8. 8. Pinterest: Lifestyle, aspiration, recreation
    9. 9. Instagram: Visual photo sharing
    10. 10. How Teens Spend their Time Online Each Day
    11. 11. Audience Development Cycle
    12. 12. Creating Killer Content#1: Conduct a Media Consumption StudyTraditional Media•TV, Newspaper, Magazines, Radio, internet sites•Frequency of use (daily, monthly, etc.)Social Media•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications•Frequency of use, frequency in sharing/posting content (shared or original content)Search Engine Usage•How do they use search engines, which ones do they use,Information on Your Industry/Company•Intent to purchase, motivation to attend, competitive questionsDemographics•Age, Sex, Race, Education, Zip Code/Community of ResidencePsychographics•Based on your industry, i.e. smart phone ownership, top three hobbies
    13. 13. Creating Killer ContentSnapshot of a Media Consumption StudyWhat Teens and (Parents) Do On-Line•Almost all surveyed students, use their phone to text and talk, while almost half areusing it to check for news and/or email.•A study by Pew Internet says that 85% of U.S. Internet users, aged 17, “go online toget information about a college, university or other school in which they are thinkingabout attending.”•Forty-five (45) percent of parents report going online to get information about acollege in which their child is investigating says Pew Internet.
    14. 14. Creating Killer ContentSnapshot of a Media Consumption StudyInternet Influence•The College’s website is the most useful on-line tool according to surveyed students.•The two most popular general college websites used among those surveyed (75%) and (62%)•Ninety-two (92) percent of surveyed students use Google as their primary searchengine.
    15. 15. Creating Killer Content#2: Conduct a Content AuditReview the content you created over the last year using the worksheet•Analyze Google or website analytics from 2011.•How many blog posts did you write/share on your website?•Did you write any case studies or white papers on your industry?•How many e-mail blasts did you send to current clients and prospects?•Did some content from your Facebook get shared or liked? If so, what was the content?•Did you get re-tweeted? If so, what was the nature of the content?
    16. 16. Creating Killer ContentEmail Analytics•Check email analytics after sending the email with two days to determine prospects•Clicks are the hot leads•Scrub database with bounce backs
    17. 17. Creating Killer ContentAlign Efforts with your Customer’s Buying Cycle
    18. 18. Creating Killer Content#3: Create an Editorial Schedule•Record your editorial plans on a Google calendar or spreadsheet•Plan for six months to one year based on your research•Theme your content based on the buying cycle and your customer’s needs•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sureyou are reaching all of your personas•Tag your content with your SEO keywords on a consistent basis•Always think like a reporter and encourage your colleagues to do so•Repurpose content: i.e. use snippets from a white paper on Twitter
    19. 19. Cross Functional Social Media Plan with Editorial Calendar
    20. 20. 10 Tips on Making Your Own Media
    21. 21. Creating Killer Content#1: Download Your Local Media Apps,Share Photos/News
    22. 22. Creating Killer Content#2: Monitor Social Media Conversationsand Engage: Free
    23. 23. Creating Killer Content#2: Monitor Social Media Conversationsand Engage: Paid
    24. 24. Creating Killer Content#3: Build a Social Media Team to Create Content
    25. 25. Creating Killer Content#4: Bank Content as You See It, Share It Later
    26. 26. Creating Killer Content#5: Repurpose Content for Websites, Social Media
    27. 27. Creating Killer Content#6: Pack Your Camera & Video Camera with You
    28. 28. Creating Killer Content#7: Create Annual or Seasonal Features
    29. 29. Creating Killer Content#8: Conduct Original Research and Share It
    30. 30. Creating Killer Content#9: Gamify your Content
    31. 31. Creating Killer Content#10: Stay Current with Trends andEducate Your Community
    32. 32. Creating Killer ContentMeasurement: Key Growth Metrics
    33. 33. Creating Killer ContentMeasurement: Social Media Insights
    34. 34. Creating Killer ContentMeasurement: Competitive Analysis
    35. 35. Creating Killer Content Questions? Jackie ReauGame Day Communications Twitter: @gamedayjreau Linkedin: @jackiereau Facebook: @jackiereau 700 West Pete Rose Way Cincinnati, Ohio 45203 (513) 929-4263