Downloaded 142 times
Uploaded byTai Tran
Content Strategy is the Heart of Social Media
The document discusses content strategy and its importance for social media marketing. It emphasizes the need for alignment between corporate branding, business objectives, and marketing objectives. It also discusses using frameworks like the 5C's to develop a content strategy and managing content over time and across different platforms. Finally, it provides a case study example of UC Berkeley's content strategy of showcasing campus diversity, quirkiness, and pride through social media.
More Related Content
Similar to Content Strategy is the Heart of Social Media
Content Strategy is the Heart of Social Media
- 1. Content Strategy UGBA 198 HaasSchool of Business UC Berkeley
- 2. Content Strategy • Whatis your brand’s narrative? • Heart of social media marketing • Alignment, alignment, alignment – Corporate Branding – Business Objectives – Marketing Objectives – Situation Analysis
- 3. Content Strategy—Development Corporate Branding Business Objectives Marketing Objectives 5C’s CONTENT STRATEGY • Customers •Competitors • Collaborators • Company • Context
- 4. Content Strategy—Management • Sustainableover time • Unique content for each platform • Alignment with corporate and marketing strategy • Integrated Marketing Communication (IMC) – Consistent tone and branding across all platforms • Timeliness is key—hint: #trending
- 5. Content Calendar • Ensurethat all channels are updated routinely • Enable multiple members and editors to work together • Avoid scheduling conflict and content overlap • Address marketing and business objectives
- 6.
- 7. Case Study: UCBerkeley
- 8. Case Study: UCBerkeley P1 • Brand – Prestigious, #1 Public University, Top Faculty – Diverse, quirky, lots of studying (of course!) • Corporate Objectives – Tell the “Berkeley story” – Promote “Reaching further” – Increase reputation, admissions, selectivity – Increase interested students and applications
- 9. Case Study: UCBerkeley P2 • Marketing Objectives – Acquire new followers – Retrain and engage existing followers – Tell the “Berkeley Story” – Communication pipeline to students – Promote student UGC • 5C’s – Customers: Current, Prospective, Alumni, Parents – Collaborators: Admissions, Student Orgs, External, Administration – Competitors: Harvard, Stanford, UCLA, UCI – Company: Social Media Strategist and Consultants, Public Affairs – Context: More students are on social media now than in the past
- 10. Case Study: UCBerkeley P3 • What is their content strategy? – Showcase campus diversity – Showcase Berkeley quirkiness – Showcase pride and ranking – Communication from administration Quirky RankingAdministrative
- 11. Takeaways • Content strategyis the heart of social media marketing • Consistency, sustainability, and alignment are important • Marketing frameworks can also be applied to social media marketing: – 5C’s of Marketing Strategy – AIDA: Attention, Interest, Demand, Action – SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats • Food for thought on case study… – Harvard / Stanford content strategy vs. UC Berkeley?