The document discusses key issues with social media such as a lack of strategy and useful metrics. It recommends developing a comprehensive content strategy that includes defining appropriate metrics, understanding audiences, and leveraging owned, earned and paid media. The strategy should involve creating large-scale, multi-format content ideas that entertain failures and focus on building an engaged online community. Proper measurement of results also requires advanced multi-touch analytics.

1. The Importance of Content
and Strategy in Social Media
Krystian Szastok, Senior SEO Manager
in 2014
06/02/2014

2. Social Media Issues
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3. Social Media Issue #1
Metrics: CEO/MD don’t care about retweets, Klout score or FB
likes
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4. Social Media Issue #2
Lack of good content: Dry content resulting in updates getting
low engagement
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5. Social Media Issue #3
Personas and community: Really knowing the audience personas
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6. Social Media Issue #4
Conversions: Social Media doesn’t sell/generate leads
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7. Solution:
Content Strategy
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8. Why Strategy
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9. How to prepare the strategy
1. Deciding on metrics
1. Make sure there are many KPIs and mini conversions
2. Do not just report on total amount of followers
3. Report on reach, exposure and audience growth
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/
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10. Understanding the audience
Really understand who you market to – social listening.
Then your content will be shared.
http://moz.com/blog/personas-understanding-the-person-behind-the-visit
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11. Owned, Earned and Paid media together promote
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
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12. Visualise the data – turning dry niches wet or
moist. gets excited by tables of dry data – you’re social, make your data social.
Noone
http://krystianszastok.co.uk/how-to-visualise-twitter-data-in-5-minutes-for-f
ree-without-programming-knowledge/
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13. Measure the results
Analytics and last touch conversions not enough.
1. Use analytics as a guide
2. Get advanced multi-touch tracking software in place
1. Analytics Multi Channel Funnel
2. Infinity call tracking
3. DoubleClick from Google
No perfect solution currently – watch this space.
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14. Solution:
Content
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15. Big Content Idea
1. Relevant to the audience – will they care?
2. Researched (don’t just think up an idea and create content because you think it’s cool)
3. Multi device – tablet/mobile tested
4. Multi format – ebook into a podcast into a video into an infographic into a pdf into a blog post/series
5. Multi channel
6. Sponsored traffic
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16. Big Content Idea – first idea usually fails
1.
It’s okay to fail
2.
Learn what went wrong
- Get more feedback
- Rework the strategy
- Present the learnings to the client
- Get up, dust off, make another piece of content. If first idea succeeds – again, take the learnings and make 5 even
better ideas! Don’t be a one trick pony.
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17. Big Content Idea - Examples
Game of Thrones snowflake patterns –
http://www.kryshiggins.com/free-game-of-thrones-inspired-snowflake-patterns/
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18. Big Content Idea - Examples
Slim your wallet - http://bellroy.com/pages/slim-your-wallet/
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19. Big Content Idea - Examples
Desirable Body - http://www.desirablebody.co.uk/hero/
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20. Solution:
Community building
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21. Community building
Your community is your repeat audience – is your return visitor – is the future customer.
Remarket to them, email them, groom them and they’ll be your brand advocates.
http://mackwebsolutions.com/guide-to-building-online-communities/
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22. The end – credits for memes
Credits:
http://www.searchenginejournal.com/seach-meme-monday/47271/
http://siliconrepublic.com/careers/item/33553-career-memes-of-the-week-s
http://shaneatkins.co.uk/2013/03/09/17-social-media-memes-that-will-make-you-lol/
http://makeameme.org/meme/WANNA-TAKE-A-culhxu
http://momentumbooks.com.au/blog_tag/data/
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23. Visit www.jellyfish.co.uk
Follow me at
twitter.com/krystianszastok
Or visit my website
krystianszastok.co.uk
www.jellyfish.co.uk
www.krystianszastok.co.uk