In this class we will discuss the hub and spoke model that is used by many social media marketers and discuss the importance of developing a content strategy that will drive engagement and other business goals.

1. WK 04. CONTENT + ENGAGEMENT
EMERGING + SOCIAL MEDIA, #ADPR4300
MARQUETTE UNIVERSITY

2. Reviewing Assignment
#ADPR4300 Leaderboard
Content Strategy
Break
Engagement Strategy
Case Studies
Assignment
Q+A
TODAY’S AGENDA
SEPTEMBER 23, 2015
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2Emerging + Social Media: Content + Engagement

3. REVIEWING LAST WEEK
THOUGHTS ON YOUR ASSIGNMENTS
3Emerging + Social Media: Content + Engagement

4. #ADPR4300 LEADERBOARD
WHO IS #WINNING ON TWITTER
4Emerging + Social Media: Content + Engagement

5. 5Emerging + Social Media: Content + Engagement
#ADPR4300 Usage
👍 👎
WHO IS #WINNING ON TWITTER

6. 6Emerging + Social Media: Content + Engagement
#ADPR4300 Usage
👍 👎
WHO IS #WINNING ON TWITTER

7. VOICE & TONE
THE IMPORTANCE & THE DIFFERENCE
7Emerging + Social Media: Welcome to #ADPR4300

9. Q: How many million pieces of
content are shared every day?

10. Q: How many million pieces of
content are shared every day?
A: 27 million

12. Anything that conveys
meaningful information to
humans is called “content.”
And CONTENT is KING.

13. 13Emerging + Social Media: Content + Engagement
Content Strategy
IDENTIFYING VOICE AND TONE
VOICE
Your brand’s personality.
honest // inspiring // sexy // savvy
TONE
A subset of your brand’s voice.
Based on factors / environment.
audience // situation // channel

14. 14Emerging + Social Media: Content + Engagement
Content Strategy
IDENTIFYING VOICE AND TONE
VOICE
TONE

15. 15Emerging + Social Media: Content + Engagement
Content Strategy
CONTENT ACROSS CHANNELS
Content Strategy
Our objective and content strategy across all social media
channels is the same,“Connect with her.Inspire her.
Show her what we’re made of.”
All five of our social channels maintain a consistent tone of
voice - always friendly, helpful, knowledgable, fashion-
forward and caring.We’ve found that she responds best to
content that is bite-sized, timely, insightful and witty.All
content should add value to her day and cause her to look to
us as a credible, relevant and affordable fashion destination,
but even more important than that, our content should cause
her to associate Bon-Ton Stores as her fashion destination.
Each social channel functions a little differently. Some
channels emphasize images and aim to inspire customers,
others focus on driving traffic and purchases. Because of this,
we craft our content to leverage each channel’s qualities.
That means, we might feature the same “Summer Sandal”
trend on a variety of channels, but in a slightly different way.

16. 16Emerging + Social Media: Content + Engagement
Content Strategy
QUESTIONS TO DETERMINE VOICE & TONE
WHAT’S YOUR BRANDS PERSONALITY? WHAT IS IT NOT?
• If your brand was a person, what would be their relationship to the consumer? (a coach, friend, teacher)
• What adjectives would you use to describe your brand’s personality?
• What other brands have a similar personality to yours?
• How do you want your customers to think about your company?

17. LET’S PLAY A GAME
SOCIAL MEDIA TRIVIA (TONED UP) - FOR CANDY
17Emerging + Social Media: Content + Engagement

18. 18Emerging + Social Media: Content + Engagement
GAME RULES
SOCIAL MEDIA TRIVIA
Ŏ
USE THE INTERNET: Do some research. Stalk the brand. Check out their content.
TWEET YOUR ANSWER: We’ll give you 2 minutes for each brand. Dennis & I will pick the winner.
WHAT’S ON THE LINE: Warm fuzzy feelings of accomplishment. And candy.

19. BRAND #1
Nike

20. BRAND #2
Disney

21. BRAND #3
Victoria’s Secret

22. CONTENT STRATEGY
THE NUTS & BOLTS
22Emerging + Social Media: Welcome to #ADPR4300

23. 23Emerging + Social Media: Content + Engagement
Content Strategy
TELLING YOUR STORY
START WITH WHY
Most companies do their marketing
backwards. They start with their "what" and
then move to "how" they do it.
Most of these companies neglect to even
mention why they do what they do. More
alarmingly, many of them don't even know
why they do what they do!
• What - This is what the company does to
fulfill that core belief.
• How - This is how the business fulfills
that core belief.
• Why - This is the core belief of the
business. It's why the business exists.
WHY
HOW
WHAT

24. 24Emerging + Social Media: Content + Engagement
Content Strategy
ELEMENTS OF YOUR PLAN
Content Audit + Inventory
Inventory and audit existing content,
networks, inbound links and social
sharing.
Content Strategy
Develop a comprehensive content
strategy that aligns with clear needs,
goals and objectives.
Content Analysis
Traffic and content analysis to identify
gaps and opportunities for engagement.
Content Optimization
Optimize content to for performance – to
be indexed and shared in search and
social channels. (SEO)
Content Creation
Create and publish original and
meaningful brand related content.
Syndication + Outreach
Identify opportunities to syndicate
content, and build relationships to co-
create branded content.

25. “Content strategy plans for the
creation, publication, and
governance of useful, usable
content.” – Kristina Halvorson

26. 26
26Emerging + Social Media: Content + Engagement
Content Strategy
CONTENT CONSIDERATIONS

27. 27Emerging + Social Media: Content + Engagement
Content Strategy
CONTENT PLANNING PROCESS - PART 2
Planning ReviewProduction
TOPIC COLLECTION
Ongoing collection of
potential content ideas.
EDITORIAL MEETING
Share, review, and approve
content direction.
CONTENT PLAN
Creation of road-map for
content creation.
⋆
ASSEST DEVELOPMENT
Creation of any additional
visual elements.
INTERNAL REVIEW
Internal review and approval
of content.
EXTERNAL REVIEW
External review with client
and any partners.
CONTENT REVISIONS
Incorporate any revisions to
content.
CONTENT APPROVAL
Final approval, including
legal, etc.
CONTENT DEVELOPMENT
Editorial team begins to draft
initial content.

28. 28Emerging + Social Media: Content + Engagement
Content Strategy
CONTENT PLANNING PROCESS - PART 2
Pre-Press ReportingPublication
OPTIMIZATION
Final content optimization
for search and social.
TRACKING + ANALYTICS
Add any appropriate tagging
for measurement.
SCHEDULING
Schedule content across
appropriate platforms.
DISTRIBUTION
Monitor for additional
distribution opportunities.
AMPLIFICATION
Monitor for additional
amplification opportunities.
CONTENT EVALUATION
Evaluate efficacy of content.
REPORTING
Monthly and quarterly
reporting.
DAY OF MONITORING
Confirm publication and
manage conversation.

29. 29Emerging + Social Media: Content + Engagement
Content Strategy
TYPE OF CONTENT
INSPIRE
ENRICH PROMOTE
INSPIRING
• This type of content should be fun,
entertaining, or aspirational – you want
to inspire people to do something more,
to take action.
ENRICHING
• This type of content goes deeper – you
want to inform, educate, and enrich their
lives.
PROMOTING
• This is you promoting your brand,
product or service.

30. 30Emerging + Social Media: Content + Engagement
Content Strategy
TYPE OF CONTENT

31. 31Emerging + Social Media: Content + Engagement
Content Strategy
CREATION OF CONTENT
CREATE
CURATE COLLAB
CREATE
• Plan for the creation of original content
that is published by your brand or its
thought-leaders.
CURATE
• Collection of content from valuable and
varied sources related to your brand,
product, service, or industry.
COLLABORATE
• Co-creation of content with partners,
influencers, and fans.

32. 32Emerging + Social Media: Content + Engagement
Content Strategy
CREATION OF CONTENT
70/20/10
CONTENT STRATEGY: 70%
A majority of the content you
develop should be low risk. This
is the fundamental content and
elements your audience needs.

33. 33Emerging + Social Media: Content + Engagement
Content Strategy
CREATION OF CONTENT
70/20/10
CONTENT STRATEGY: 20%
Innovative and responsive
content that is based on your
70%. It is deeper, often includes
additional media, and more
engaging.

34. 34Emerging + Social Media: Content + Engagement
Content Strategy
CREATION OF CONTENT
70/20/10
CONTENT STRATEGY: 10%
This is where you experiment
and try new things. The idea is
that at some point in the future
your 10% may become the new
70% if it works.

35. CONSUMER
DECISION
JOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
Content Strategy
LEVERAGE YOUR STRATEGY

36. Active Evaluation Stage
CONSUMER
DECISION
JOURNEY
Initial Consideration Set
Post-Purchase Experience Moment of Purchase
]

37. CONSUMER
DECISION
JOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
]

38. Post-Purchase Experience
CONSUMER
DECISION
JOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
]
Moment of Purchase

39. Post-Purchase Experience
CONSUMER
DECISION
JOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
]
Moment of Purchase

40. 40Emerging + Social Media: Content + Engagement
Content Strategy
CONTENT ACROSS CHANNELS

41. CLASS ASSIGNMENT
WK 4: SEPTEMBER 23, 2015
41Emerging + Social Media: Content + Engagement

42. 42Emerging + Social Media: Content + Engagement
Class Assignment
SEPTEMBER 23, 2015 // DUE: SUNDAY, SEPTEMBER 27 @ NOON

43. 43Emerging + Social Media: Content + Engagement
Class Assignment
SEPTEMBER 23, 2015 // DUE: SUNDAY, SEPTEMBER 27 @ NOON
ASSIGNMENT
Develop a Social Media Content Calendar for Zappos.
• In a blog post:
• Perform a content audit + analysis.
• Questions to consider: What type of content does Zappos share? How often do they publish
content? Are they seeking engagement, driving traffic, providing information?
• Define the tone of their content..
• Develop a week of content for one of the following social media channels: Facebook, Twitter,
Instagram or Snapchat. (Use Hootsuite or Hubspot’s Content Calendar Templates or create your
own). Embed this content calendar into your blog post.
• Select three posts to mock-up by dropping into a Facebook post, Twitter post or Instagram post.
BLOGGING BASICS
• Blogging Basics:
• Include 2 pieces of media in your blog post.
• Share your blog post in a comment on the weekly thread in the Facebook group.
• Share your blog post on Twitter with #ADPR4300. (Tag @Zappos)
• When you share your blog post, include a call-to-action / reason to click.
• Comment at least 2x on other students blog posts.
• Approve and respond to comments on your blog post.

44. ASSIGNMENT WORKSHOP
LET’S WORK THROUGH YOUR ASSIGNMENT TOGETHER.
44Emerging + Social Media: Content + Engagement