2. Content Is King
When does a philosophy become a
cliché?
You’ve been hearing this for years, but
does it still ring true? Does your content
dictate your message or does your
message dictate your content?
Social is more than just posts on a
platform. There is a strategy behind that
telling a story, not a brand message.
8. Getting Started
Who are you?
What are you trying to say?
How do you want to be perceived?
What does success mean to you?
Numbers or reputation points?
9. Getting Started - Research
Research is vital to knowing what you should say, who you should
say it to, how you should say it and where you should say it.
How are your competitors doing it? What can you learn from them?
What kind of content works? On what platforms? What are the current
best practices?
What type of content does your target respond to? What’s working?
What are your competitors media budgets? What should I expect to
spend?
What are your benchmarks? What does success mean to you?
10. Getting Started - Voice
Think of your brand as a real person, conversing with other real
people. It’s about carrying on an organic conversation. How will
you speak to your fans?
Tone
Helpful
Funny
Weird
Visuals
Professional
Amateur
Graphics
Content Types
Text
Photo
Video
Audio
11. Getting Started - Voice
Every good social voice has a balance of promotional and
conversational content. You want to promote your brand but not be
overbearing about it. People like stories more than they like ads.
Brand
Focus!
Relationship
Focus!
Social
Responsibility!
User-Generated
Content!
Thought
Leadership!
Product
Promotion!
Brand
Awareness!
13. Getting Started - Team
Teams can be large or small, but its important to find a balance
between your internal team and your agency. It should feel like a
partnership.
Senior
Strategist!
Content
Creator!
Social Media
Specialist!
Community
Manager!
Managing
Editor!
14. Getting Started - Team
Strategist
Someone who knows your
business inside and out, and who
helped you develop your brand
voice in the first place. They will
work closely with the Community
Manager and the Creative resource
to create your posts and drive your
campaign. You’ll want to have a
strong partnership with this person,
as they will be helping you evolve
your social presence and keep
things fresh and interesting.
15. Getting Started - Team
Creative
Working with the Strategist and
Community Manager, the Creative
will be the architect of your content.
With direction from the rest of the
social team, they will make your
content visually appealing while
following best practices and proven
tactics. This will be everything from
GIFs to videos to infograhics to
everything else.
16. Getting Started - Team
Community Manager
This is the “boots on the ground”
part of your team. This person is
the agency representative that
manages and maintains your social
feeds. As they are the ones in the
trenches of the channels every day,
they know your audience almost as
much as you do. Their input is
critical when it comes to what kind
of content your audience wants to
see and responds well to.
17. Getting Started - Team
The Client
You’re part of the team, too! You’ll
work closely with the Strategist,
informing them about upcoming brand
initiatives, products and other
important info you need your audience
knowing. Your role is to guide the
Strategist in your content strategy and
also give approvals when they are
needed.
19. Strategy - Process
Content strategy is about the
story that’s right for your brand.
Where it goes and in what
context is just as important as
what it says.
Your strategy should be the sum
of many different factors
combined, analyzed and then
amplified to strike a deep chord
with your target audience.
Research!
Plan!
Create!
Maintain!
20. Strategy – Creative
As the most vital part of your team, your creative resource will be
doing the heavy lifting in not just the creation of the content, but
working with your Strategist to maintain your Voice.
Maintain an overall look, feel, style and tone across your campaign
Project manage to anticipate any creative needs (ex. Anyone know
how to edit video?)
Be able to work quickly and efficiently to fill out your content
calendar on a daily/weekly/monthly basis
Keep up with best social practices and adjust accordingly
22. Strategy – Paid
Paid is unique to your brand and strategy, but is a vital part of your content being
seen. It can kick start content that is going unnoticed and also stoke the fires of
content that already has some organic momentum. How far your paid strategy
will take you is based on these factors:
Budget How much do you have to spend?
Targeting Is your content reaching the most interested people?
Flight How far will your money take you?
!
!
25. Strategy – Scale
The most important thing is to capitalize on content that is growing organically
and then add fuel to it with paid. This will scale your content, allowing it to gain
the exposure it deserves. However, paid is not a magic fix. Your content must
already have a healthy amount of earned (organic) buzz behind it before you scale
it with paid. Only content that is already proven to be popular should be amplified
with a paid strategy.
