Talk social 2011 creating and running a campaign by tamsin hemingray
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This document discusses creating and running effective marketing campaigns through content. It emphasizes that having a social media plan and tools is just the beginning, and content is what drives campaigns. It outlines five key things to remember, including treating it like a marathon, planning strategically, having the right team, and distributing content widely. The document provides questions to consider for campaign goals and gives tips for conducting audits, creating the right types of content, and determining where to share it for maximum reach.
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Talk social 2011 creating and running a campaign by tamsin hemingray
- 1. Creating and running a campaign Tamsin Hemingray Consultant Content Strategist
- 2. Having a social media plan and the tools to publish and analyse your efforts are essential to begin with, but what happens next? This talk will focus on creating the content that drives your businesses’ campaigns. (c)Tamsin Hemingray 2011
- 3. Five things to remember • It’s a marathon not a sprint • Content is everywhere • You must have a plan • You need the right people to create and manage content • Content needs to be where the people are (c)Tamsin Hemingray 2011
- 4. Five questions to tell you how • Why? • What? • When? • Who? • Where? (c)Tamsin Hemingray 2011
- 5. IMAGE reproduced via a CC licence, created by Flickr user Mai Le (c)Tamsin Hemingray 2011
- 6. Campaign thinking Christmas Valentine’s Day Halloween Easter Summer sale Back to school Benefit (c)Tamsin Hemingray 2011
- 7. Why? • Conversation in social places never stops • Content production has a lead time • You can only really learn what works by testing and trying (c)Tamsin Hemingray 2011
- 8. Content thinking Time (c)Tamsin Hemingray 2011
- 9. Content is everywhere (c)Tamsin Hemingray 2011 IMAGE copyright the European Sperm Bank
- 11. Do a content audit • What do you already have? • What are you capable of producing? • What is missing from your network? • What do people want? (c)Tamsin Hemingray 2011
- 12. Create the right content Blog post White paper Ebook Video Newsletter Real world Game Competition Voucher code Useful tool event Case study / customer Q&A Interview Quiz Infographic testimonial Research Workshop Map Checklist Advice findings (c)Tamsin Hemingray 2011
- 13. About the right things What you What other Data Events think people think News People Ideas Changes Trends Innovation History Problems Fun Entertainment Sport Work (c)Tamsin Hemingray 2011
- 14. Content production = cake factory (c)Tamsin Hemingray 2011
- 15. IMAGE reproduced via a CC licence, created by Flickr user Dave Sandford You need a plan (c)Tamsin Hemingray 2011
- 16. What does a content plan look like? [It isn’t something that you can show on a powerpoint slide . . . ] (c)Tamsin Hemingray 2011
- 17. Blatant plug Email me at: tamsinhemingray@gmail.com and I can send you a template content plan (c)Tamsin Hemingray 2011
- 18. What shapes the plan? (c)Tamsin Hemingray 2011
- 19. What are your ingredients? • Your business goals • Your customers’ needs and interests • Realism – how much time and budget have you got? • Ideas and creativity • Things you want to test out • Which networks do you want to be most active in? • What can you create yourself? What can you curate from elsewhere? (c)Tamsin Hemingray 2011
- 20. Use the Google Insight tool • To help plan when to talk about things http://www.google.com/insights/search/ (c)Tamsin Hemingray 2011
- 21. Use the Google Keyword tool • To understand the language that people are using to make your content easier to find https://adwords.google.com/select/KeywordToolExternal (c)Tamsin Hemingray 2011
- 22. Get the right person to do the job Has KPIs directly related to content Has a great Manages the network plan already A Content Editor and Community Manager Isn’t afraid Has the time of social to do it media Can write and edit (c)Tamsin Hemingray 2011
- 23. Where will you put your content? Attention does not flow evenly through the web (c)Tamsin Hemingray 2011
- 24. The M&S Dinosaur • In the letter to Bill: 1 person • On Bill’s blog: 100s • On M&S blog: 1000s • On Guardian / Daily Mail: 10ks • On Twitter / Facebook: 100ks (c)Tamsin Hemingray 2011
- 25. M&S Facebook page (c)Tamsin Hemingray 2011
- 26. M&S Twitter feed (c)Tamsin Hemingray 2011
- 27. M&S Stories blog (c)Tamsin Hemingray 2011
- 28. Five things to remember • It’s a marathon not a sprint • Content is everywhere • You must have a plan • You need the right people to create and manage content • Content needs to be where the people are (c)Tamsin Hemingray 2011
- 29. Thank you for listening tamsinhemingray@gmail.com contentmalcontent.posterous.com (c)Tamsin Hemingray 2011