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Content Strategy for Social Media

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Astrid Haug
Astrid Haug

The five steps of a content strategy for social media - purpose, relevance, content, plan & measure, organisation.

Social Media
1 of 39
Let’s Give Them Something to Talk About - Content Strategy for Social Media astridhaug.dk @astridhaug #sigdukanlimig
Typical process Selecting social networks Strategy for social media astridhaug.dk @astridhaug #sigdukanlimig
Why content? The algorithms Ads and SEO Great content lasts longer astridhaug.dk @astridhaug #sigdukanlimig
Strategy The strategy gives a common focus and a point of direction. So when you’re lost in the social media jungle you can go back to the strategy and say: Ok, this is the way we want to go. Let’s give them something to talk about - content strategy for social media astridhaug.dk @astridhaug #sigdukanlimig
Model for… astridhaug.dk @astridhaug #sigdukanlimig
astridhaug.dk @astridhaug #sigdukanlimig
Purpose SWOT Golden Circle astridhaug.dk @astridhaug #sigdukanlimig
Flathead – a weird fish swimming against the stream to find new and different ways. astridhaug.dk @astridhaug #sigdukanlimig
Speak properly astridhaug.dk @astridhaug #sigdukanlimig
Meet our employee Buy our product Value Levels Learn about our business We talk about our passion Call me Aarstiderne How can we help you with your passion? How can we change the world together? Get 3 for the price of 2 We’re passionate about a course/topic Nike+ nemlig.com Silvan astridhaug.dk @astridhaug #sigdukanlimig
Purpose Content Plan & Measure Organise Relevance astridhaug.dk @astridhaug #sigdukanlimig
Relevance Relevance What you want to say What they want to hear You Users astridhaug.dk @astridhaug #sigdukanlimig
What do we know about our users? digital behaviour language codes astridhaug.dk @astridhaug #sigdukanlimig sex age interests
“We want to be experts on sleep”
They know their users well: DaneAge Association
Purpose Relevance Plan & Measure Organise Content astridhaug.dk @astridhaug #sigdukanlimig
The great content • Tells a story astridhaug.dk @astridhaug #sigdukanlimig • Is visual • Is relevant, surprising, entertaining, emotional, important • Helps people do something • Has the right timing
#emotional #visual #storytelling astridhaug.dk @astridhaug #sigdukanlimig
Content triangle OTHERS EXISTING NEW astridhaug.dk @astridhaug #sigdukanlimig
Existing content astridhaug.dk @astridhaug #sigdukanlimig
Where does content come from? Calendar Homepage Magazine Photos Newsletter Video astridhaug.dk @astridhaug #sigdukanlimig
Content of others blogs CONTENT CURATION articles videos astridhaug.dk @astridhaug #sigdukanlimig
astridhaug.dk @astridhaug #sigdukanlimig
Content of others: Social media takeover • engagement astridhaug.dk @astridhaug #sigdukanlimig • authenticity • expands network
New content astridhaug.dk @astridhaug #sigdukanlimig
New content astridhaug.dk @astridhaug #sigdukanlimig
New content: Newsjacking
Purpose Relevance Content Organise Plan & Measure astridhaug.dk @astridhaug #sigdukanlimig
Content plan astridhaug.dk @astridhaug #sigdukanlimig
Annual calendar Internal factors: External factors: SPRING SUMMER astridhaug.dk @astridhaug #sigdukanlimig Projects Annivesaries Conferences Celebratory days & holidays Events 2015 Weather/seasons WINTER FALL
Measure sales visibility customer satisfaction branding astridhaug.dk @astridhaug #sigdukanlimig
A lot we can measure Ask employees Ask customers Ressources Time spend Less complaints Employees on social media Engagement Users Traffic Sale Signups astridhaug.dk @astridhaug #sigdukanlimig Experienced behavior Registered behavior Internal External
Why measure? 1. To make sure we are on the right track (purpose) 2. Do we spend our time right? (prioritize) 3. Compare social media with other activities 4. Motivation 5. Makes social media visible in the organization astridhaug.dk @astridhaug #sigdukanlimig
Purpose Relevance Content Plan & Measure astridhaug.dk @astridhaug #sigdukanlimig Organise
Content strategy Motivation? Internal communication Content editor Webmaster Leadership HR employee Internal experts Who do you need to help you out?
Remember these people… astridhaug.dk @astridhaug #sigdukanlimig
Find your purpose Be relevant to your users Create great content astridhaug.dk @astridhaug #sigdukanlimig
Plan & Measure Embed it in the organization astridhaug.dk @astridhaug #sigdukanlimig
Contact: astridhaug.dk Twitter @astridhaug mail@astridhaug.dk astridhaug.dk @astridhaug #sigdukanlimig

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