Tips on how to manage content in social media. Presentation for Managing Social Media Content, Mount Royal University. October 2014.

1. Managing Content
in Social Media
October 6, 2014
Tim Shaw
Amplifi

2. Welcome!
A bit about me

3. Today we’ll talk
• What is conteantbout
• Creating a Content Strategy
• Creating a Publishing Schedule
• Creating & Managing Content
• Using Hootsuite to make life easier

4. Where are we
now?
A bit about you

5. Objectives
What would you like
to get out of this class?

6. What is content?

7. What is GOOD
content?

8. What is GOOD
• Findable content?
• Shareable
• Useable
• Readable / Consumable
• Memorable
• Actionable
• Reportable

9. Mostly it’s…
VALUABLE

10. Your Content
Strategy

11. • Environmental Scanning
– Need to know who and what is already out there.
• Are your competitors using social media?
• Are customers talking about your product or brand?
• Is there conversation about your niche?
• What channels are already active?

12. • Find Your Audience/Environmental Scan
– Listen and Monitor
• Google Alerts
• Google Blogsearch
• Twitter Search (http://search.twitter.com)
• Social Mention
• Board Tracker
• Trackur (www.trackur.com)
• Social Badges (on competitors’ websites)

13. • Setting Goals
– What are we trying to achieve?
• Article Pick-up?
• Better Customer Service?
• Foster word-of-mouth
• Learning/Listening
• Advocacy
• Loyalty
• Trust
• Influence

14. • Setting Goals
– Take an honest approach and ask what your goal is.
– Define your goal as specifically as you can.
– Ensure that it links back to a business goal in a
measurable way.
• Goal: Reach and inform stakeholders about
project X.
• Goal: Increase brand awareness to key prospects,
analysts and influencers.

15. • Business Goal: Engage community to improve
corporate reputation while gaining buy-in for
pipeline project.
– SM Goal: Reach and inform stakeholders about
project X.
• Goal: $4M in sales of widget X during FY2012.
– SM Goal: Increase brand awareness to key
prospects, analysts and influencers.

16. • Setting Goals
– How will you know that you have achieved your
goal?
– Determine what you will measure.

17. Metrics
• Quantitative
– Brand Awareness
• Increased reach
– PR
• Article picked up online
• Traffic sent from PR sites to your site
– Advertising
• PPC
– SEO
• links, rankings

18. Metrics
• Qualitative
– Advocacy, Loyalty, Influence
• Share of voice
• Sentiment
• Comments
• Mentions
• Reach
• Referrals/Endorsements

19. • Planning
– Budget
– Human resources
– Technical resources

20. • What are your current activities, and how will
social media fit with them?
– Look at what you have now
• Website
– Who owns it?
– Does it work?
• Newsletter
• PR/Marketing/Sales etc.

21. • Choosing the right sites
– What tools will help you best reach your audience
and achieve your goals?

22. • Choosing the right sites
– Unless you uncover a niche social site where your
audience is, start with the basics.
– Blog, Facebook, Twitter, LinkedIn

23. • Choosing the right sites
– Before taking the complete plunge, test the
waters.
• Set up accounts and start by listening
• Read related blogs and especially the comments.
• Set up keyword searches in Hootsuite or using
http://search.twitter.com
• Set up Google Alerts – www.google.com/alerts
• Run a search on www.trackur.com or
www.socialmention.com at least once a day.

24. • What to listen for
– Complaints
– Compliments
– Problems
– Questions
– Word of Mouth
• Impact of activities – is word spreading?

25. • What to listen for
– Competitors
• What are they doing/saying?
– Influencers
• Who influences your audience online?
– Point of need
• Are people looking for a solution you provide?

26. • Identify which channels your audience uses
most.
– This will help guide your efforts when creating and
sharing information.
– Don’t discount social sites that are less active,
they will still help create links and boost SEO.

27. – General timeframe
for moving up the
social participation
levels.
•Contributing value through
content creation, helping
customers achieve their goals
Contributing
Level 5
•Telling your own story
•Sharing your brand’s passion &
personality
Sharing
Level 4
•Participating in conversations that
your customers are interested in
(broader than your brand)
Participating
Level 3
•Answering the “social phone”
•Responding to customers online;
helping/support
Responding
Level 2
•Monitoring & analysis
•Listening broader than your brand
(ex: point of need)
Listening
Level 1
Measurement & Analysis

28. •Contributing value through
content creation, helping
customers achieve their goals
Contributing
Level 5
•Telling your own story
•Sharing your brand’s passion &
personality
Sharing
Level 4
•Participating in conversations
that your customers are
interested in (broader than your
brand)
Participating
Level 3
•Answering the “social phone”
•Responding to customers online;
helping/support
Responding
Level 2
•Monitoring & analysis
•Listening broader than your
brand (ex: point of need)
Listening
Level 1
Measurement & Analysis
Progression
through levels 2-5
depends on your
comfort level and
readiness of your
audience to
participate with a
brand.
1-2 weeks

29. • Tone of your content
– Informative
– Instructional
– Entertaining
– Or all 3?

32. • Choosing keywords
1. List topics

33. • Choosing keywords
1. List topics
2. Fill in buckets with potential keywords

34. • Choosing keywords
1. List topics
2. Fill in buckets with potential keywords
3. Short-tail & Long-tail keywords

35. • Choosing keywords
1. List topics
2. Fill in buckets with potential keywords
3. Short-tail & Long-tail keywords
4. Research related terms

36. • Choosing keywords
1. List topics
2. Fill in buckets with potential keywords
3. Short-tail & Long-tail keywords
4. Research related terms
5. Research what competitors are doing

37. • Choosing keywords
1. List topics
2. Fill in buckets with potential keywords
3. Short-tail & Long-tail keywords
4. Research related terms
5. Research what competitors are doing
6. Narrow your list

38. • Time management
– Figure out how managing social media will fit in
your schedule.
• 30 minutes in the morning to listen and
comment/respond
– Check blogs, Facebook and Twitter
• Publish new blog article
– Share link on Facebook and Twitter
• 30 minutes in the afternoon to listen and
comment/respond

39. • Time management
– Use tools that allow you to post to multiple
channels for multiple accounts/clients
• Hootsuite still #1 in my book
– Twitter
– Facebook profile and pages
– LinkedIn
– Apps for other networks
– Reporting
– Team management

40. • Content Schedule
– A major part of Producing and Posting
• Establishes what will be published and when
• Helps you manage your time in creating valuable
content
• Especially important for blogs

41. • Content Schedule
– Not just text
• Photos
• Video
• Audio

42. • Content Schedule
– Make someone responsible for content
– Engage them early on
– Enable them to ask questions
• How is this content request related to our business
goal?
• If they can’t do this they will get swamped.

43. • Content Schedule
– Document your content sources
• Newsletters
• Brochures
• Tradeshows
• Meetings
• Events
• Social Media

44. • Content Schedule (editorial calendar)
– Map out first 6-8 weeks of content at a minimum
• Establish a 52 week blog schedule

45. • Content Schedule – where will it come from?
– PR/Comms will have to create content (50%)
– Internal (non-PR) Staff can write content (10%)
– Article Summaries and links to external content
(10%)
– Videos, podcasts, pictures, polls and more (10%)
– Re-purpose your existing content (10%)
– Misc (10%)

46. • Start small
• Less content more often =
– More user friendly
– Better quality
– Less expensive
– Easier to manage
500 words once a week.

47. Content Creation Process
Strategize Analyze Categorize
Feedback Review Create
Review Approve Publish

48. Content schedule template

49. Audience

50. Audience
• Stakeholder Group
– This could be community or staff segmented by
location, functional area, or other factors?

51. Audience
• Key Characteristics
– Relevant details that help shape communication,
such as: mobility, shift work, community
demographics, perceptions from previous
initiatives, others.
– How active are constituents in social media? What
tools are they using?

52. Audience
• Current Level Of Understanding
– What is the current understanding about
brand/product/cause?
– What will enable or hinder receipt of your
message -- what is of most interest and concern to
them; perceived threat or opportunity, what will
be seen as a gain or loss.

53. Audience
• Desired Behaviour
– What do you want done, or not done, as the result
of this communication?

54. Audience
• Tactics/Timing
– What is the best way to reach them and when do
we reach them?

55. Audience
• Responsibility
– Who is most credible with this stakeholder?

56. Audience
• Conversation Tone
– What is your audience saying about your issue or
cause? Are they supportive, negative, neutral?

57. Audience
• Who are we trying to reach?

58. Audience
• Is your audience using social media?
• Where are they?
• What are they saying?

59. BHAG
Big Hairy
Audacious Goal

60. Goals
• What do we want to be different when we’re
done?

61. Goals
• What does success look like to you?

62. Goals
• What milestones will let us know we’re on
track?
• What will we measure?

63. Strategies

64. Strategies
• The activities that you will use to achieve your
goal, not the tools.

65. Strategies
• Example
– Goal: Excellent oral health care for every senior in
the region.
– Strategy: Inform adults caring for elderly parents
about importance of oral health.
– Tactic: Use Facebook page to engage adults in
conversations about their parents’ oral health.
• ‘My Story’ campaign on Facebook to encourage adults
to share their stories.

66. Creating your
content

67. Inform, Involve, Inspire
• Inform
– Content designed to provide the user with
information on your brand, issue or cause.
– Focus on why it is important to them.
– Over time, shift to provide them with the
information that they need to be informed
advocates and champions for your cause.

68. Inform, Involve, Inspire
• Involve
– Content should engage the user, and have them
participate in the discussion or conversation in
some way.
– Can be as simple as liking a post on Facebook,
signing an online petition or actually coming out
and participating in events.
– Should include a call to action.

69. Inform, Involve, Inspire
• Inspire
– Content is created to inspire some sort of action
from the user.
– Always accompanied with a simple way to
complete the call to action
– Enable the user to carry the message forward to
their peers – online and offline.

70. Writing for Social Media
• Relevant, useful, and interesting
• Easy to understand and share
• Friendly, conversational, and engaging
• Action-oriented

71. Writing for Social Media
• Relevant – WIIFM?
– Time
– Location
– Audience
– Interests

72. Writing for Social Media
• Relevant – Time
– School is out for summer! Ow.ly/jdjdjdjd has great
tips on how to keep kids active.

73. Writing for Social Media
• Relevant – Location
– Think last winter was cold #yyc? Check out
Ow.ly/jchdhdh and learn how to lower your
heating bills.

74. Writing for Social Media
• Relevant – Audience
– Learn how to protect your #aging parents’ health.
Ow.ly/jdjdjd It’s the little things that count.

75. Writing for Social Media
• Relevant – Interests
– #Foodies in #yyc – we’ve found the best dishes to
keep you warm this winter. Ow.ly/jdjdjd

76. Writing for Social Media
• Useful
– Study shows adding carrots to diet reduces gum
disease. Why? Because they’re delicious and
crunchy! Learn more about gum disease at
yyy.yyy.ca.

77. Writing for Social Media
• Make sure it’s Interesting

78. Writing for Social Media
• Is it SHAREABLE?
– Put relevant information at the beginning of your
post.
– Use fewer characters than allowed to make sharing
easy.
– Keep messages short but relevant.
– Test your message on a cold reader. Could someone
“get it” in less than 2 seconds?
– Provide enough context so your message can stand
alone.

79. Writing for Social Media
• Do
– Use contractions
– Write in first or second person (I, we, you)?

80. Writing for Social Media
• Don’t
– Use colloquial language (y’all, ain’t, you guys).
– Use trendy abbreviations (UR for “you are”).

81. Writing for Social Media
• Is it action oriented?
– Use action verbs such as “learn,” “watch,” or
“join.”
– Include links to Web content that offer more
detail.
– Use ALL CAPS sparingly, for emphasis only.

82. Curating Content

83. Curate?

84. Why curate?

85. Challenges experienced publishing
content online
0% 20% 40% 60% 80%
Finding Relevant Content
on a Regular Basis
Managing Large Amounts
of Content on Different
Topics
Improving SEO
Finding Time to Maintain
Online Presence
Finding Time to Publish
Content

86. Did content curation help?
0% 20% 40% 60% 80% 100%
Finding relevant content on a
regular basis
Managing large amounts of
content on different topics
Improving SEO
Finding time to maintain
online presence
Finding time to publish
content
Agree
Strongly Agree
http://stuff.scoop.it/nl/upload/pdf/Impact_of_Content_Curation_on_Business_Goals_in_2013.pdf

87. How to curate
• Google Alecrtsontent
• Social news streams
• Social bookmarking
• Curators

88. • Who will ‘own’ social media internally?
• How will it be organized?
Organic Centralized Coordinated
• Natural growth
• Requires fewer
resources
• Less consistent
• Runs deeper in
organization
• One department
controls efforts
• Not spread or
used broadly
• Does not move
as ‘quickly’ as
other models
• Clear set of rules
and guidelines,
best practices
• Each department
executes

89. Break!

90. Sharing Ratios

92. 4-1-1

93. 555+

94. Rule of Thirds

95. Golden Ratio

96. Reposting
Content?

98. Facebook

99. Writing for Facebook
• How do people interact?
• 77% just read
• 17% share news with others
• 13% post about the brand

101. Writing for Facebook
• Tone
– Use casual, jargon free tone
– Keep it consumer friendly

102. Writing for Facebook
• Tag
– Tag people or companies in a post.
– Post then shows up on their wall.
– They’re more likely to see and share the post.

103. Writing for Facebook
• How do you engage?
• Automating content?
– Pros/Cons

104. Writing for Facebook
• How do you engage?
– Use photos
• 53% more likes than average posts
• 104% more comments

105. Writing for Facebook
• How do you engage?
– Encourage shares & mentions

106. Writing for Facebook
• How do you engage?
– Use questions and polls

108. Writing for Facebook
• How do you engage?
– Target your messages

109. Writing for Facebook
• How do you engage?
– Put fans in charge

110. Writing for Facebook
• How do you engage?
– Involve fans

111. Writing for Facebook
• How do you engage?
– Make it real-time
– Bring the offline online

112. Writing for Facebook
• Keep it simple

114. Writing for Facebook
• Best time to post?

115. Writing for Facebook
• Best time to post
– When fans are not at work
– Posts between 8PM and 7AM receive 20% more
engagement
http://www.jeffbullas.com/2012/02/29/10-powerful-tips-to-increase-fan-engagement-on-facebook/

116. Writing for Facebook
• Best day to post?

117. http://www.jeffbullas.com/2012/02/29/10-powerful-tips-to-increase-fan-engagement-on-facebook/

118. Writing for Facebook
• How often should you post?

120. Writing for Facebook
• How often should you post per day?

122. Twitter

123. Writing for Twitter
• Message (or tweet): Messages are composed
of up to 140 characters of text or links.

124. Writing for Twitter
• Retweet (RT): If a tweet (or message) from
another Twitter user is relevant, the retweet
function allows you to forward their message
to your network.
• Modified Tweet (MT): A retweeted message
that had to be modified to fit the character
limit.

125. Writing for Twitter
• Mention: Twitter enables users to
automatically link to each other by putting the
@ symbol in front of the username in a
message.

126. Writing for Twitter
• Include Twitter handles
http://blog.hubspot.com/marketing/create-perfect-social-media-posts-slideshare

127. Writing for Twitter
• Hashtag:
– Hashtag is created automatically when you put
the # symbol before a word.
– Using a hashtag enables other people to join in a
larger conversation on a topic or find information
quickly.

128. Writing for Twitter
• Hashtag:
– Tweets with 1-2 hashtags receive 21% higher
engagement than those with 3+
– Only tag the most important word that represents
the theme of your tweet

129. Writing for Twitter
• Hashtag:
– 17% of the top 1000 search terms on twitter turn
over every hour
• Don’t force trending hashtags into your tweets

130. Writing for Twitter
• Short URL: Links can be compressed using
tools such as ow.ly, which bring them down to
about 15-20 characters.
– Place links in the middle of tweets

131. Writing for Twitter
• 140 characters is too much.
– Best engagement on tweets 120-130 characters

132. Writing for Twitter
• Use abbreviations, but keep it professional
– Avoid UR, L8R

133. Writing for Twitter
• Share.
– Share photos and behind the scenes info about
your brand, issue or cause.
– Give a glimpse of developing projects, events and
important meetings.

134. Writing for Twitter
• Listen.
– Regularly monitor the comments about your
brand, issue or cause.

135. Writing for Twitter
• Ask.
– Ask questions of your followers to glean valuable
insights and show that you are listening.

136. Writing for Twitter
• Respond.
– Respond to compliments and feedback in real
time.

137. Writing for Twitter
• Demonstrate wider leadership and know-how.
– Reference articles and links about the bigger
picture as it relates to your brand, issue or cause.

138. Writing for Twitter
• Champion your stakeholders.
– Retweet and reply publicly to great tweets posted
by your followers and advocates.

139. Writing for Twitter
• Establish the right voice.

140. Writing for Twitter
• Use photos.
– Tweets with pictures get 55% increase in
engagement
– Upload pics directly to twitter
• Instagram posts appear as a link

141. Writing for Twitter
• Timing.
– Highest number of clicks appear between 1PM-
3PM Mon-Thurs
– Best time for RTs: 4PM-5PM Friday

142. Blog

143. Writing your Blog
• Good Content
– Finding the balance between writing for humans
and writing for machines
• RULE: Write for people first, search engines second.
– Create content that people will want to refer other
people to (generate links)

144. Writing your Blog
• Good Content
– Engaging
– Valuable
– Informative
– Funny, witty, insightful
– Easy to read
– Updated regularly

145. Writing your Blog
• Where to start?
– Start by answering some of your audience’s most
popular questions.
• Answer what’s in it for me?
– Conduct brief interviews with experts from your
organization.
– Share personal stories.

146. Writing your Blog
• How often?
– As often as you want people to pay attention
– As often as you have something valuable to say

147. Writing your Blog
• How often?
– Plan for at least 1 substantial post per week
• 500 words
– Incorporate shorter ‘update’ or timely posts
throughout the week
• Under 300 words
• Photos, videos or thoughts on another blog

148. Writing your Blog
• Repackage
– Look at the material you already have.
• Reach out to others in your org.
– Have them write down every question they are asked for a
day.
• Reach out to those already engaged for their stories.

149. Writing your Blog
• Curate
– Curate, or aggregate, other valuable pieces of
content.
– Make sure it’s valuable:
• Are you saving the reader time by putting all of these
resources in one place?
• Are you offering your own opinion and insight against
what somebody else has said?

150. Writing your Blog
• Planning content
– Have an editorial calendar or content schedule
– Help you map out your frequency, give you a
general idea of the content you’ll be creating
– Serve as a blogging schedule
– Help you develop an approach or focus
• Specific topics or issues for specific times. Ex Awareness
months

151. Writing your Blog
• Planning content
– Editorial calendar helps you maintain a balance of
content types
– Outlines various topics and lengths
• Ex. posts that are short and shareable vs. those that are
meaty and comprehensive.

152. Writing your Blog
• Make it easy to consume
– Think about how you can make your posts easiest
for the reader to consume and digest.
• Headlines are the most important element of your blog
posts.
• One of the best things you can do to capture readers’
attention is to write an awesome blog title.

153. Writing your Blog
• Headlines and Titles
– How-to
– How not to
– Clear and Direct
• 5 ways to use Twitter like a pro
– Create a sense of urgency
– Be controversial
– Be sensational
– Be newsworthy
– Use numbers

154. Writing your Blog
• Headlines and Titles
– Might be the most crucial part of actually getting
readers to start reading your post when they see it
in an RSS reader or search engine results page.

155. Writing your Blog
• Format for readability
– Use headlines and sub-heads to break up
thoughts and blocks of text.
– Use bullets and lists

156. Writing your Blog
• Choosing a Topic
– take a little extra time defining your topic and the post will flow
better and you’ll develop something that matters to readers.
• The Opening Line
– FIrst impressions matter. Once you’ve got someone past your
post’s title your opening line draws them deeper into your post.
• Your ‘point/s’
– A post needs to have a point. If it’s just an intriguing title and
opening you’ll get people to read – but if the post doesn’t
‘matter’ to them it’ll never get traction.
• Call to Action
– Driving readers to do something cements a post in their mind
and helps them to apply it and helps you to make a deeper
connection with them.

157. Writing your Blog
• Add Depth
– Before publishing your post ask yourself how you
could add depth to it and make it even more
useful and memorable to readers?
• Quality Control and Polishing of Posts
• Timing of Publishing Your Post
– Strategic timing of posts can ensure the right
people see it at the right time.

158. Writing your Blog
• Writing the post
– Make sure it will be useful (as defined by the reader)
• Entertaining
• Educating
• Informing
• Debate – some blog readers want a place that they can have
a good old fashioned dialogue, debate or even a fight over
an issue
• News
• Community – tap into the need that people have to connect
and belong.
– Often the topic is secondary here.

159. Writing your Blog
• Writing the post
– Make the content completely relevant to the title.
• Comes back to trust
– Write like it’s a conversation
• Man vs. machine
– Use images and videos
• Hold the reader’s hand if you’re walking them through
something
– Keep the sentences short

160. Writing your Blog
• How to promote your blog
– Find other bloggers
• Leverage your existing connections and create new
relationships.
• Reach out to influential bloggers in your industry and
attract their attention through mentions on your blog
and social media.
• Create an opportunity for them to share your blog
posts across their network.
• Create link-building opportunities

161. Writing your Blog
• How to promote your blog
– Be social
• Use other social networks to promote your blog
• Publish your blog to the main social sites
• Make sure you have social sharing buttons so that
others can share as well
– Also important for SEO

162. Writing your Blog
• How to promote your blog
– Be social
• Keep in mind that your message may not always be the
exact same across platforms
– Your Facebook post will be different than your Tweet.
• Use plug-ins or a tool like Tweetdeck to post across
platforms

163. Writing your Blog
• How to promote your blog
– Use your existing web presence
• Add banners and call-outs to your existing website

164. Writing your Blog
• How to promote your blog
– Talk about it whenever possible
• Use real-life events to mention your blog and drive
people back to it
– Ex. If you’re doing a presentation, post your slides to your blog
and have people download them.

165. Writing your Blog
• How to promote your blog
– Talk about it whenever possible
• Add your blog address to your email signature

166. Writing your Blog
• Stay relevant
– Keep listening and monitoring what’s hot in the
blogosphere and social media
– Ask your readers what they want to read more
about

167. Writing your Blog
• Manage the conversation
– Make sure you check and respond to comments
• Even negative ones
– Monitor the conversation on other social channels
too
– Think about how you want to handle comments
on your blog
• Auto post
• You approve/moderate

168. LinkedIn

169. • 87% of users trust LinkedIn as a source of info
used in decision making
• LinkedIn is 277% more effective for lead
generation than Facebook or Twitter

170. • Rally around one post per week
– Can get you into trends
– Focuses discussion
• Share offers
– Promotions and marketing offers can be
successful on company pages

171. • Think like a journalist
– Use concise intros and snappy headlines to drive
engagement
– Include a call to action and link
• Posts with links have 2x the engagement
– Ask questions

172. • Include images
– +98% engagement
• Make sure thumbnail matches message
• Include videos
– Play right in LinkedIn
– +75% engagement

173. • Deliver value
Snackable
Sweet Spot!
Valuable

174. • Test to find the right mix
– Test timing, frequency and type of posts to find
the content your audience responds to
– Still maintain editorial calendar

175. • Use comments to extend the conversation
– Comments can be used to add additional views
and directly engage followers in conversation

176. Pinterest

177. • The perfect post…

178. http://www.wired.com/2013/06/this-is-the-perfect-pinterest-picture/

179. • No faces
• Images without
faces get repinned
23% more often
than images with
faces
• Pinterest is a network
of THINGS

180. • Little background
• Images with an
artificial
background that is
greater than 40%
of image area,
repins halved or
quartered.

181. • Multiple colours
• Images with
multiple dominant
colours get 3x the
replies

182. • Use red
• Red/orange images
get 2x the repins

183. • Moderate/Light
colour
• Images with 50%
colour saturation
get repinned 4x as
often as those with
100% saturation &
10x as often as
black and white
images.

184. • Portrait style
• Best images have
vertical orientation

185. Video

186. • 81% of internet users watch video online
• Average viewer watches 170+ videos per
month

187. Online Video & PR
• YouTube Audience
• http://www.youtube.com/watch?v=fDtf3ZnFb
2s&feature=relmfu

188. Online Video & PR
• Why?
– Extend your brand
– Launch a campaign
• http://www.youtube.com/watch?feature=player_embe
dded&v=tRQVJ4xBgTI#!
– Respond to a crisis
• http://www.youtube.com/watch?feature=player_embe
dded&v=0wK1127fHQ4#!
– Uncover communities

189. Online Video & PR
• Why?
– Provide info to bloggers/media
• Interview clips
• Product demos
– Generate buzz & raise awareness
• http://www.youtube.com/user/Blendtec?feature=watc
h

190. Your Video Strategy
• What role do you want video to play?
• Goals & Objectives
• Define Target Audience

191. Content
• Content should be
– Informative
– Entertaining
– Relevant
– Engaging

192. Content
• Quality
– Audience
• Broad vs. Targeted
– Beware of copyrights

193. Content
• Freshness
– Frequency
• 1-2 videos a week for optimization
– Consistency
• Try to upload videos at approx. the same time each
week
– Length
• Keep videos under 5 mins.

194. Content
• Engagement
– How will you get and keep attention?
• Contests
• Shout-outs
• Titles and graphics
• Interesting content

195. Content
• Engagement
– Need to capture attention in first 15 seconds
– Use a ‘Call to Action’ with link
• Subscribe
• Sign up now

196. Branding YouTube
• Selecting a name
– Relate to what your objectives are
• Brand
• Info
• Customer Service
• Location / Regional
• Campaign Name

197. Be Social
• Connect with users
– Encourage comments
– Post replies
– Comment on other content
– Create Video Responses
– Encourage others to subscribe to, rate and share
your videos
– Join groups, forums and contests

198. Be Social
• Link to other brand channels
– Add them to favourites
– Like their pages

199. Spread The Joy
• Embed your videos in blogs and other pages
• Send links to others that might be interested

200. Measure and Assess
• YouTube Analytics
– See what days, times, topics get the most views
– Viewer stats
– Subscribers
• What videos resulted in gained/lost subscribers
– Likes/Favorites/Comments/Shares
– Traffic Sources

201. Measure and Assess
• Retention Rates
– How long did people watch your video
– When did they stop
– Why

202. Measure and Assess
• http://youtu.be/6CoTQPK6SEw

203. Thanks!
Questions?
Tim Shaw
tim@amplifi.ca
@shaw_tim