Day 1 of a 3 day Miami Ad School Social Media Bootcamp class.

1. SOCIAL PUBLISHING AT SCALE
11.18.2016 - DAY 1

2. MAFÊ VILLAS BÔAS
mafe.villasboas@geometry.com
@mafevillasboas
UXD
SHOPPER
MARKETING
CONTENT
STRATEGY
COMMUNITY
MANAGEMENT
BRAND STRATEGY
COMMUNICATION
PLANNING
MULTICULTURAL
MARKETING
Interested in: Politics, Art/Photography, Food, Travel.

3. YOU?
WHAT BRINGS YOU HERE?
WHAT ARE YOU INTERESTED IN?

4. SOCIAL PUBLISHING AT SCALE.
WHAT THE HELL DOES THAT MEAN?

5. MIAMI AD SCHOOL DEFINITION
SOCIAL PUBLISHING AT SCALE:
▸ With the proliferation of social networks, understanding which platform is the
right forum to bring to life your brand strategy has never been more critical.
What are the best practices for social publishing? Creating thematic
conversation calendars and curating relevant content that extends the brand’s
voice and tone in social media helps define your brand’s social media DNA.
You’ll learn tools of the trade to expand your reach and establish your place in
the online landscape.

6. MY POINT OF VIEW AND OBJECTIVE
SOCIAL PUBLISHING AT SCALE:
HOW TO DELIVER A TON OF CONTENT TO A TON OF PEOPLE,
WHILE MAINTAINING A COHESIVE STORY AND ACTUALLY
GETTING PEOPLE TO CARE ABOUT YOU ARE SAYING.

8. SOCIAL PUBLISHING AT SCALE
THE WAY THERE
Business
Objective
Strategy / Social
Strategy
Publishing
Calendar
Monitoring and
Measuring
Content
PlayBook
Interacting and
Adjusting
OUR FOCUS
OUR FOCUS TODAY

9. WHAT ARE THE BEST PRACTICES FOR SOCIAL PUBLISHING?
THERE’S NO ONE RIGHT WAY. (I KNOW. IT’S SAD, BUT TRUE.)

10. “WHAT IS THE BEST TIME TO POST ON FACEBOOK?”
“HOW MANY TWEETS SHOULD I PUBLISH A DAY?”
“HOW MUCH MONEY SHOULD WE BE PUTTING INTO THIS POST?”
“WHAT IS THE BEST VIDEO LENGTH FOR THIS CAMPAIGN?”

12. https://www.thinkwithgoogle.com/articles/unskippable-video-advertising-ad-recall-brand-favorability.html?utm_medium=email-d&utm_source=weekly-insight&utm_team=twg-us&utm_campaign=20161114-twg-us-think-letter-weekly-insight-a2-LC-SP-MG&utm_content=Video-
img&mkt_tok=eyJpIjoiWkdOaE5tWmpOalF6TVRVMCIsInQiOiJoUW4yMCtwVlZZQnRMV3gzaW9PdUtXYVhPQjNwU2ViMlArOHRidW5CdmpnUXNGeVJaT0tVRzhQaUk0MkI2cDNWR2EwY1J5c3ZsbURsM0p5ZnAwc3I3Z0t5NEJDQ08rTHhERkFXTU1sZUVUWT0ifQ%3D%3D

14. SOME TOOLS AND WAYS OF WORKING
THAT HELP WHEN BUILDING STRATEGY

15. STRATEGY
A GOOD CONTENT STRATEGY
(ESPECIALLY WHEN PUBLISHING
AT SCALE) IS BASED ON
CONTENT AND PEOPLE.
IT SHOULD HELP YOU
PRIORITIZE AND BE TRUE TO
YOUR BUSINESS GOAL.
GOVERNANCE
Who are the
leaders? Who will
prioritize?
STRUCTURE
How will this
content appear
across channels?
SUBSTANCE
Will this content
motivate people to
choose / engage
with us?
WORKFLOW
Do we have the
skills, tech, budget
and time to do
this?
CONTENT &
SOCIAL
STRATEGY
CONTENT PEOPLE

16. STRATEGY
DON’T AIM TO BUILD
CAMPAIGNS. AIM TO
BUILD PLATFORMS.
CAMPAIGNS
- Have a specific timeframe.
- Ends in itself.
- Is centered around the Brand.
PLATFORMS
- Builds up over time.
- Is centered around the audience.
- Focuses on owned channels.

17. STRATEGY
PLATFORM EXAMPLE: MOST INTERESTING MAN
From campaign: To platform:

19. BRAND GROWTH
2014
24 million cases SOLD
Quadruple business
in 10 years
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
6
7
9
10
11
13
15
18
21
24
VOLUME SOLD (MILLIONS CASES)

21. STRATEGY
PLATFORM EXAMPLE: OLD SPICE

22. STRATEGY
ADAPTATION IS KEY TO
EFFECTIVENESS.
BUILD A “BIG ROCK” AND
REPURPOSE CONTENT
THAT YOU ALREADY
HAVE.

23. STRATEGY
CONTENT CREATION STRATEGY FROM GOOGLE

24. STRATEGY
CONTENT CREATION STRATEGY FROM GOOGLE
https://www.youtube.com/watch?v=M7FIvfx5J10https://www.youtube.com/playlist?
list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0lo
gxmR

25. STRATEGY
CONTENT CREATION STRATEGY FROM GOOGLE

26. STRATEGY
CONTENT CREATION STRATEGY FROM GOOGLE
https://www.youtube.com/watch?v=hDZ9CY0iwYEhttps://www.youtube.com/watch?v=QLawtKM7nd8

27. A FEW RULES REGARDING CONTENT
STRATEGY
1. Make the audience the hero
80% of your content should be
about your audience.
20% should be about your
Brand.

28. OGILVY OUTFITTERS
STRATEGY

29. EVERLANE SNAPCHAT
STRATEGY

30. OGILVY OUTFITTERS
STRATEGY

31. A FEW RULES REGARDING CONTENT
STRATEGY
1. Make the audience the hero
80% of your content should be
about your audience.
20% should be about your
Brand.
2. Write with a strong,
unforgettable voice
Always ask yourself: What are
the words that only you can use?
What can we create that is
unique?

32. THE POWER OF PERSONAL VOICE AND CONTENT
STRATEGY

33. THE POWER OF PERSONAL VOICE AND CONTENT
STRATEGY
Chapin Clark
EVP Managing Director
As EVP, Managing Director,
Copywriting

34. THE POWER OF PERSONAL VOICE AND CONTENT
STRATEGY

35. THE POWER OF PERSONAL VOICE AND CONTENT
STRATEGY

36. THE POWER OF PERSONAL VOICE AND CONTENT
STRATEGY

37. A FEW RULES REGARDING CONTENT
STRATEGY
1. Make the audience the hero
80% of your content should be
about your audience.
20% should be about your
Brand.
2. Write with a strong,
unforgettable voice
Always ask yourself: What are
the words that only you can use?
What can we create that is
unique?
3. Always aim to create
content that is:
- Engaging (generates empathy
and experiences)
- Inspiring (through relevant
storytelling)
- Useful

38. STRATEGY

40. KEY TAKE AWAYS

41. KEY TAKE AWAYS
STRATEGY
1. THERE IS NO ONE SIZE FITS ALL SOLUTION IN SOCIAL MEDIA
2. A GOOD CONTENT STRATEGY STARTS WITH A STRONG BUSINESS OBJECTIVE AND IS CENTERED AROUND CONTENT AND PEOPLE
3. AIM TO BUILD PLATFORMS, NOT CAMPAIGNS
4. ADAPTATION IS KEY TO EFFECTIVENESS
5. BUILD CONTENT PLANS AROUND HELP, HUB, HERO
6. MAKE THE AUDIENCE THE HERO (80 / 20 RULE)
7. WRITE IN A STRONG VOICE
8. CREATE CONTENT THAT IS ENGAGING, INSPIRING AND / OR USEFUL

42. ASSIGNMENT FOR TOMORROW (SOLO OR PAIRS):
YOU ARE PROMOTING A COUNTRY AS A TOURISM
DESTINATION FOR INTERNATIONAL TOURISTS.
WHAT IS YOUR CONTENT PLATFORM IDEA?
(BRING YOUR LAPTOP!)