Beyond Slogans - 5 Ways to Un-Suck Your Content
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The document provides 5 ways to improve content on social media. They are: 1) Understand your audience and give them what they want by researching who they are and what interests them. 2) Create emotional connections that people can relate to. 3) Motivate people and make them feel part of something larger by engaging them and including calls to action. 4) Integrate content across multiple social media channels. 5) Inform and entertain people by providing helpful answers but doing so in an enjoyable way.
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Beyond Slogans - 5 Ways to Un-Suck Your Content
- 1. 5 WAYS TO ‘UN-SUCK’ YOUR CONTENT @garyedgar
- 7. The original promise of social media… Conversations Dialogue Interactions
- 8. Instead we get stuff like this
- 10. People are looking for answers, information and help.
- 11. 90% of people are using the web to research products
- 12. Is this what you want them find?
- 14. Loyalty?
- 15. We are the gatekeepers to the brand’s story
- 17. • Heineken - Dropped
- 18. • 30 videos • 35 million+ views • Across 208 countries • Longer videos saw 90% more engagement
- 22. What do they have in common?
- 23. $$$$$
- 25. DEVELOPING AWESOME CONTENT OR 5 WAYS TO ‘UN-SUCK’ YOUR CONTENT
- 26. 1 Understand your audience, and give them what they want
- 27. Do the research: Who are your fans? What speaks to them? What do they care about? Most importantly, always approach them like people, not demographics
- 28. 2 Create emotional connections
- 30. 3 Motivate people, make them feel part of something
- 31. Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
- 32. 4 Integrate: Don’t rely on one channel
- 34. 5 Inform & Entertain
- 35. Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
- 36. 1. Know your audience 2. Create emotional connections 3. Make them feel part of something 4. Integrate 5. Inform and entertain
Editor's Notes
- People are searching for connections People are looking for depth and breadth – trust, value, information More information, searching for connections (emotional, social) - Points of mutual interest
- ROI takes a back-seat to perceived cleverness
- The best – most successful campaigns aren’t campaigns at all – they’re culture shifts for brands A long-term way of doing business Not just financial investments, but emotional and social ones as well
- 82% of consumers researched their purchase online Only 1% considered Facebook a useful tool for product research
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work
- Consumer’s opinions are being shaped by stories and information (research) PR are they gatekeepers to a brand’s backstory We’re natural story tellers and are positioned perfectly to lead this charge
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work
- Hub and spoke how many people were burned by Facebook’s algorithm? Keep things diverse because your entire audience isn’t just on Facebook or Instagram or Twitter - different people want different things
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work
- Help people – they’re searching for answers and information – give them what they’re looking for Experiment, have fun, stop being confined by constantly selling, turn off your marketing brand, and turn on your human brain - give people what they’re looking for - information, interesting content, fun, play around with what works amplify the things that do
- (how?) Birchbox - make up AND pop-culture content We conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they want We also test, tweak and adapt so that we’re not spending time on things that don’t work