How to use social listening to create content your audiences care about | Content strategy conference | 22 February 2018
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This document outlines how social listening can help organizations create engaging content for their audiences. It discusses monitoring social media to understand audience interests, behaviors, and concerns. Key steps include identifying the target audience, analyzing relevant keywords and topics discussed, and tailoring content based on human motivations. The goal is to personalize outreach and provide value to the audience to improve engagement.
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How to use social listening to create content your audiences care about | Content strategy conference | 22 February 2018
- 1. How to use social listening to create content your audiences care about Dr Jillian Ney DRJN Adrian Cockle Hootsuite TWO EARS, ONE MOUTH
- 2. HELLO!
- 6. 800+ of the Fortune 1000 Our Customers 16M+ Users worldwide 3,000Enterprise customers
- 9. @DrJillianNey @ade WHY SHOULD YOU CARE ABOUT SOCIAL LISTENING?
- 10. @DrJillianNey @ade SOCIAL MEDIA IS NOW PAY-TO-PLAY Organicreach @DrJillianNey @ade
- 11. @DrJillianNey @ade@DrJillianNey “CAN YOU POST THIS ON SOCIAL FOR ME?” FUNDRAISING CORPORATE PARTNERSHIPS CHIEF EXEC’S OFFICEPRESS & MEDIA BRAND COMMS YOU
- 12. @DrJillianNey @ade “IVORY ISN’T A HARMLESS SOUVENIR” @DrJillianNey @ade
- 16. @DrJillianNey@DrJillianNey WHO IS YOUR AUDIENCE?
- 17. @DrJillianNey @ade MEET YOUR AUDIENCES
- 18. @DrJillianNey @ade MEET YOUR AUDIENCES
- 19. @DrJillianNey @ade MEET YOUR AUDIENCES
- 20. @DrJillianNey @ade MEET YOUR AUDIENCES
- 21. @DrJillianNey @ade NEARLY IDENTICAL AUDIENCES?!
- 22. @DrJillianNey@DrJillianNey CHARITIES ALL COMPETING FOR THE SAME POUND
- 24. @DrJillianNey @ade CHARITY STARTS AT HOME
- 25. @DrJillianNey @ade GIVING TO CHARITY IS LIKE BUYING A GYM MEMBERSHIP
- 26. @DrJillianNey @ade AUDIENCE ATTENTION ONLINE THE BRAIN PULLS FROM THE PAST TO MAKE DECISIONS ABOUT THE FUTURE
- 29. @DrJillianNey @ade@DrJillianNey PLATFORM VS AUDIENCE
- 30. @DrJillianNey @ade THREE BRAINS AND DECISION-MAKING @DrJillianNey REPTILIAN BRAIN MIDDLE BRAIN EXECUTIVE BRAIN
- 31. @DrJillianNey @ade THE POWER OF ONE Image © Charity:Water
- 32. @DrJillianNey @ade A NOTE ON LANGUAGE HOW YOU SPEAK HOW YOUR AUDIENCE SPEAKS <
- 33. @DrJillianNey @ade CLIMATE CHANGE GLOBAL WARMING < A NOTE ON LANGUAGE
- 34. @DrJillianNey @ade A NOTE ON LANGUAGE “Global warming” “Climate change”
- 35. @DrJillianNey @ade A NOTE ON LANGUAGE “Global warming” “Climate change”
- 36. @DrJillianNey @ade CHANGING LANGUAGE TO INCREASE RELEVANCE @DrJillianNey
- 37. @DrJillianNey @ade MONITORING RELEVANT KEYWORDS
- 38. @DrJillianNey @ade TRENDS AND AUDIENCE INVOLVEMENT
- 39. @DrJillianNey @ade IMAGES: IS YOUR MESSAGE GETTING THROUGH?
- 40. @DrJillianNey @ade WHAT ARE PEOPLE INTERESTED IN?
- 41. @DrJillianNey @ade INTERESTS OVER BRAND TERMS
- 42. @DrJillianNey @ade GOODWOOD FESTIVAL OF SPEED
- 46. @DrJillianNey @ade HUMAN MOTIVATIONS Money Knowledge Social Approval Companionship/Sex Purpose Health Understanding Physical Feeling
- 47. @DrJillianNey @ade HOW ARE YOU GIVING VALUE? Entertain me Educate me Help me feel part of something Help me acquire something Help me challenge myself Connect me with others Help me create something Help me make a difference
- 48. @DrJillianNey @ade PERSONALISE ON HUMAN BEHAVIOUR
- 49. @DrJillianNey @ade PERSONALISE ON HUMAN BEHAVIOUR
- 50. @DrJillianNey @ade PERSONALISE ON HUMAN BEHAVIOUR
- 51. @DrJillianNey @ade MONITOR WHAT PEOPLE ARE SAYING
- 52. @DrJillianNey @ade MONITOR WHAT PEOPLE ARE SAYING
- 53. @DrJillianNey @ade@DrJillianNey SOCIAL LISTENING QUESTIONS YOU SHOULD BE ASKING… What language does my audience use? Does the language differ across platform? What keywords and related topics can we listen to? Is there potential partnership that can be made to increase the reach of our content? How can we personalise content based on motivations, triggers and behaviours that appeals more to a specific type of person? What questions are our audience asking? What are they finding difficult? Where can we support them more?
- 55. Content strategy: planning and delivering standout content 22 February 2018 London #CharityConten
- 56. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk